In modern popular culture the individual is regarded primarily as a consumer whose pursuit of a materialistic lifestyle is focused on the acquisition of standardised products and entertainments, such as cars and meals from fast food restaurants. The media reflect and thereby reinforce the image of the individual as a consumer . This is obviously the case with advertisements, which are designed to inform and persuade an audience whose members are seen as potential customers for the product or service on offer. But the same point can also be seen in the way that the media place such as emphasis on providing entertainment for the consumer.