Reality Engineering: Blurring the Boundaries between Commercial Signification and Popular Culture

Abstract

In this paper we consider the hybridization of commercial communications and mass media vehicles of popular culture, and the potential effects of such hybrids on consumers. This hybridization results in a media environment in which the audience is confronted with a blurring of boundaries between the two domains—commercial signification and popular culture. We consider the utility for advertisers of hybridizing these domains in generating more effective promotional messages. And, we also discuss the ramifications of the resulting hybridized persuasive communications for audience response. Finally, we identify several areas in need of further research and present some pertinent policy and regulatory issues.