ABSTRACT
The relationship of advertising and values is based on investigating the role of the consumption community in mediating between societally shared values and subcultures' varying interpretations of them, expressed through community-specific enactments. Consumption communities provide examples of appropriate attitudinal and behavioral enactments through media programming and advertising. Advertising practice, understanding the relationship among advertising, value enactment, and consumption communities is necessary to develop creative executions that work together with both the value enactments of the target market and their enactment during media consumption. Media consumption provides information to consumers that they use in learning about their consumption community. For Marketers, the media, and advertisers developed both new products and new media vehicles to satisfy the differentiated needs of these new consumption-based communities. Boorstin coined the term consumption communities in describing the cultural changes brought about by the rise of mass media advertising and the early mail order catalog businesses of the last century: Sears, Roebuck and Company and Montgomery Ward.
