Consumer society with all its implications is currently a frequently discussed issue, especially when pointing out negative aspects of consumption and suggesting applicable education policies. In this Master Thesis, in the first case I try to identify consumerism as a disciplinary power, a very strong force which controls social life. Based on this understanding I want to discuss possible fields for educational intervention. Proposing the concept of consumerism as: unilateral misuse of consumer ideology, I start off by describing the progression of mechanisms of power from punishment to surveillance to social pressure. The Thesis then is divided into three parts. Firstly, a comprehensive view on changes in understanding consumerism within the social and economic sciences. Secondly, I look into marketing strategies, especially the recreation and modification of codes and symbols used in advertising. Finally, I scrutinize the relation between symbolic consumption and consumer identity. At the end a discussion of the important question: How can education contribute to emancipate people to act responsible and reasonable when confronted with the ideology of consumerism? Here I put emphasis on the importance of aesthetics as a counteraction to the increasing dominance of commodification and the pressure of self-marketing.