This document discusses consumerism and advertising. It defines consumers and consumer goods, and explains that consumerism is the practice of buying more things. Materialism is giving importance to possessions over relationships or values. The document outlines values related to consumerism like thrift and self-control. It also discusses how advertising promotes sales but can lead to higher costs, price wars, unequal competition and declining morals.

1. Consumerism
In this lesson you will be able to consider:
Values behind consumerism and materialism
How you are a consumer?
How the advertising industry operates?
Analyze the advertisements in terms of values and the method of persuasion.

2. Consumers and consumer goods
• What are consumers?
• People who buy and use goods and services are
called consumers.
• What are consumer goods?
• Everyday items that we buy daily are called
consumer goods for example, clothes, food,
jewelry, vehicles, etcetera.

3. Consumerism
•What is consumerism?
•The practice of buying more and more
things.

4. What is materialism ?
•Giving importance to things
rather than relations or
values.

5. What are values?
• There are many values concerning consumerism.
1.Thrift
2.Self restraint ( self control)
3.Hard work.

6. Children as consumers
•Children are important part of
society.
•They have their pocket money.
•They need to use that money
wisely.

7. Advertising and its advantages
1. Promotion of Sales
2. Expansion of Production
3. Enhances Goodwill
4. Large Turnover and Huge Profits
5. Information about Different Options and Comparative
Prices
6. Creates Employment
7. Higher Standard of Living

8. Disadvantages of advertising
1. Adds to the Cost of Production and Product
2. Leads to Price War
3. Deceptive Advertising
4. Leads to Unequal Competition
5. Creates a Monopolistic Market
6. Promotes Unnecessary Consumption
7. Decline in Moral Values.

9. Conclusion
•Advertising is basically
promoting materialism and
consumerism.

10. Activity
•Design an advertisement
of your favorite product.