Žižek's contribution is primarily to the psychoanalysis section of the framework; specifically to the understanding of the fantasy frame and how ideology operates not through explicit belief but through the structure of desire. The Sublime Object of Ideology (1989) shows how ideological objects function as "sublime objects" that seem to contain an impossible fullness; a promised satisfaction that can never fully arrive. This maps onto the product meaning framework: the meaning that creates the strongest pull is one that seems to offer access to a desired identity or state; the email killer promises efficiency and sophistication; while never quite delivering the full fantasy, which keeps desire active. The Plague of Fantasies provides the more practical framework for understanding how fantasy structures desire; how the fantasy frame is not just a list of wishes but a structured scenario that organizes desire and tells the subject what to want and how to want it. Designing product meaning that enters the fantasy frame requires understanding the structure of the fantasy, not just its surface content.