Consumer drama

Does "consumer drama" in the following context mean "advertisements"?

Text:
In short, most of the stock methods employed in Capitalist Realist advertising were written out by the 1976 Code. Primarily, the idea that advertisements are meant to directly seduce or persuade the consumer to make a purchase was undermined. Even more radically, the notion that the product had to play a specific role in a consumer drama was successfully challenged, to the extent that explicit representation of the product began to disappear in the early 1980s, causing advertisements to look more like art than promotional exercises.