Consumer culture is the culture of the market: a pattern of beliefs, values, and customs shared by a group of people in a limited or restricted geographic area, in a tribe, and/or over a shared value system etc. (Lury 2011, p.112-119). Consumer culture propagators believe that the buying and selling of goods and services is a cultural activity, affected by the cultural perceptions of people and not just the economical and political factors (London & stone 2012, p.298-306). By saying so, we mean that what effects one individual affects the whole cultural community. In other words, we can say that consumer culture is strongly influenced by consumerism; this concept promotes that the desire for goods generates and fosters the bases of a social and economical culture. This theory of consumer culture believes that social cultures are based on the demand of goods and services in a particular community. This joint demand of commodities brings together the people of a geographic area and ties them in a community. Consumer culture is tightly bound with advertising and globalization since the limitation of geographical boundaries has been rendered useless by the integration of world markets. To understand it better we must look at the features of consumer culture:
People are tied together in a culture through the products they own and the services they utilize. This concept is particularly useful in marketing and advertising where creating an ad for every individual in the target market will be impossible and very expensive, consumer culture concepts lets marketers create an ad that grabs the attention of a large market share (London & stone 2012, p.298-306).
A point to be considered here is that although an individual may belong to a culture but he/she also has some individual opinions, thoughts, and way of perceiving things and objects. So what should an ad comprise of to generate the desired results in all consumers, or at least in a major