Abstract
Theories of Karl Marx about capitalism, class conflict, false consciousness, and alienation in bourgeois societies are explained and the way Marxist theorists approach everyday life and culture. It is asserted the capitalism shapes cultures and this must be kept in mind when thinking about marketing and advertising in capitalist countries. It is suggested that, until recently, marketers were able to channel alienation in the working classes into consumption and thus prevent the masses from recognizing the degree to which they were being exploited by members of the ruling class. Now that there is widespread concern about income inequality, marketers must rethink how they function in society.
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