“The average family is bombarded with 1,100 advertisements a day…people only remember three or four of them.” Fiske's uses an example of children singing Razzmatazz a jingle for a brand of pantyhose to a woman in a mini-skirt. This shows the reader that people are not mindless consumers; they modify the merchandise for their use. He rejects the idea that the public is a powerless subject of unconscious consumerism. Unlike McDonald's, Fiske's said "they were using the ads for their own brazen, resistive subculture," he added. He believed that instead of being submissive, they had distorted the advertisement into their own vision of popular culture (Fiske, 1989, p. 31). In conclusion of this essay, it is obvious that these two theories were opposed. Fiske advocates for people who reject the fact that culture can be criticized, allowing people to feel responsible for their actions. As for McDonald, he leaves the audience gloomy and depressed by the fact that he likes what he likes. McDonald makes it clear that if people don't choose high culture, they are idiots. However, Fiske's argument is impartial, leaving the public with the idea that he determines culture since he creates the chain of popular culture, even though he is at the top.