They summarize the dynamics of the commercial scenes, where the companies participate with the offers of their products, it has entailed in the present reinforced by the Globalisation to that the consumption pronounces intensely and that entails, to being studied, analyzed in which represents, taking very into account its reach, effects in the people, the same societies in several aspects from social, political, economic, the cultural thing to mention some. Considerations, basic, antecedent aspects, reach All student of market, totally identified with this function, must interest what represents the consumption, everything to him what includes, as well as its repercussions. It is indicated to us, that the consumption, it is as nonnecessary, own a form of stimulation of Capitalism destined to act like support mechanism of an increasing activity productive we have become a society in that the more we have, the more want. Antecedents contribute Wikipedia to Us, on the matter, that the consumption initiates its development and growth throughout Century XX like direct consequence of the logical intern of Capitalism and the appearance of the marketing research or publicity – tools that foment the consumption generating new needs in the consumer. The consumption has been developed mainly in the denominated western world – extending later to other areas becoming popular the term created by the social anthropology consumer society, referred to the massive consumption of products and services. For Jeremy Rifkin in the decade of 1920 an overproduction in the United States took place – motivated by an increase of the productivity and a slope of the demand (economy) by the existence of a high number of unemployed due to the technological changes that the tool found in marketing (marketing research and publicity) to increase, to direct and to control the consumption. In relation to the evolution from the primitive igualitarias societies to societies of classes differentiated and the passage from the interchange and the reciprocity to the accumulation – that reaches its apogee in present society, it indicates anthropologist Marvin Harris: After the appearance of Capitalism in western Europe, the competitive acquisition of wealth once again became the criterion fundamental to reach the status of great man.