and grand ideas (Klein, 2000). This leads us to the idea that there are limits to critique in the context of advertising in postmodern day, with these limits being the co-option of critique by advertising and consumerism (Briggs, 2014 Topic 3.1 Slides). Klein moves on to say that “critical perspectives are embraced by corporations as a way of selling to more ‘savvy’ consumers, creating niche markets” this appeals to the contemporary audiences ‘savviness’ due to their familiarity with media culture