Rational subject is the focal point of the Enlightenment thinkers, which does not necessarily mean that it was not a subject matter before then. However what distinguishes it from before is its intensity, prevalence and suitable conditions for its progression. The assertion for ideal type of post-enlightenment human being is a rational entity with enough characteristics to achieve what s/he needs for her/his own benefit with accuracy as long as s/he obeys some rules of reasoning. Yet, it is not long after that the experienced practices release some challenges against the projection of rational subject. The validity argument of this thesis has been assessed in the context of consumer culture. Both the production and consumer societies deny a thorough rational entity with universal traits. The consumer society has engendered a majority with impulsive patterns of behaviour under the influence of consumer products and means of consumerism such as shopping centres, advertisements, amusements parks, etc. In this sense, manipulative consumerist structures and codes of consumer culture is of significant importance. In this study it is shown that while the assertion of a universal rational subject-individual projected has failed to be proven in the light of theoretical approaches, it is, especially, argued that the consumerist culture has important impacts on individuals feelings, thoughts and behaviours, which supports the argument of the failure of the Enlightenment project. The individual is not out of historical and societal conditions