Rogue Desires? Possibly so.
The false consciousness of the working class is conditioned by the influences of the dominant class due to their available resources of different forms of media. Due to the conditioned mindset of what is considered ‘desirable,’ in order to overcome false consciousness, one would need to abandon their thoughts of what they think they desire, and focus on their true wants/needs and what makes them truly happy. However, actually overcoming false consciousness is difficult due to people’s nature of thinking that what they desire is what they need.
Liberation from false consciousness involves the movement away from materialism, which ultimately includes commercial advertisement in that it presents inappropriate needs and wants.
The driving force behind the liberated life is that the focus is on needs, not wants.