A study on the influence of popular culture on advertising in the TV sector

Advertising is a communicative channel that helps reveal insights on the daily social life and to adapt to popular culture. Popular culture and advertising are tightly bound in their relation, constantly influencing one another. Both concepts feed each other and affect the upcoming generation. The impact of pop culture on advertising grows stronger as internet trends and social media earn more credibility. Television is one of the medium that is utilised to grant the title of "popular" upon those chosen to be made so, or to those which have already become. Even though the use of social media and internet is spreading wider, the largest audience still belongs to the TV sector. Thus the TV sector allows for popular culture to grow and evolve, since the concept of "popularity" is generated by the general public, drawing power from its number of people. The range of the TV sector extends the influence of pop culture production. This study focuses on the confluence of popular culture and advertising through analysis of the introduced advertising campaigns, tackling the questions of what message was expressed, how and by what means were they delivered. The relation of advertising and pop culture is also examined, based on interviews with individuals from the advertisement industry, providing first-hand information and insight and on the advertising process from strategy to application.