TRANSMITTING POPULAR CULTURE TO FUTURE GENERATIONS THROUGH MARKETING THE CASE OF THE GUARDIANS OF THE GALAXY FRANCHISE

ABSTRACT

This study examines the strategies and approaches used to transmit popular culture to future generations through the implementation of various marketing techniques. Drawing on the example of Marvel Studios' "Guardians of the Galaxy" film franchise, the study analyzes the impact and significance of marketing strategies in the transmission process of popular culture. In order for popular culture to reach large audiences and maintain its influence in the long run, an effective marketing strategy is required. Product placement enables brands to interact with audiences in an organic manner by becoming a part of the storytelling process. This paper examines the utilization of product placement, buzz marketing, and retro (nostalgic) marketing in transmitting popular culture to future generations, using the Guardians of the Galaxy franchise as a case study. By analyzing the marketing elements within the trilogy, including the three films and the existing literature on their marketing strategies, the objective of this study is to assess the efficacy of these marketing strategies when targeting Generation Z. This approach also stimulates interest in brands' future products, ultimately fostering longterm customer loyalty. Moreover, the paper addresses the delicate balance between marketing and entertainment. In an environment where viewers primarily seek entertainment, product placement needs to be seamlessly integrated into the narrative in a natural and organic manner. Lastly, the study underscores the role of the internet and social media in the transmission of popular culture to future generations. The "Guardians of the Galaxy" film franchise establishes a strong presence on social media platforms, facilitating interaction with viewers and enhancing brand reach. It has also been observed that the elements used to transmit this popular culture to future generations have transformed into internet memes and enhanced their marketing strategies. Keywords: Popular Culture, Social Media, Internet Memes, Product Placement, Buzz Marketing