“The average household is bombarded with 1,100 advertisements a day…people only remember three or four.” Fiske's uses an example of children singing Razzmatazz, a jingle for the pantyhose brand in front of a woman in a miniskirt. This showed the reader that people are not mindless consumers; they modify the goods for their use. He refuses to let the public be helpless subjects of unconscious consumerism. Unlike McDonald's, Fiske's said they "used advertising for their own brash and resistant subculture," he added. He believed that instead of being subservient, they transformed advertising into their interpretation of popular culture (Fiske, 1989, p. 31). In conclusion of this essay it is clear that these two theories clashed. Fiske argues that people refuse that culture can be criticized by allowing people to feel responsible for their actions. As for McDonald, he leaves the audience sadly depressed that they like what he does. McDonald makes it clear that if people don't choose high culture they are idiots. However, Fiske's argument is impartial and leaves the audience with the idea that they determine the culture since they are creating the chain of popular culture even though they are at the center