In my thesis I would like to find answers to these and some other related questions as far as the English language is concerned. Obviously, the main inspiration and key theme of my thesis is the issue of consumerism, to be precise, the discourses (advertisements, clashing news reports) and counter-discourses (revealing articles, alternative advertising campaigns) of consumerism. The purpose of my thesis is to analyse ads and news reports as discourses. As discourse analysis is not concerned with language alone, I will examine the context of the discourses as well, who is communicating with whom and why, in what kind of society and situation, and through what medium.