Consumers A consumer is a person who buys and uses food, clothing, shelter or transportation. They also use services to repair and maintain what they buy. The way that a market economy consumes goods and services impacts the health of the economy In a market & mixed economy, it is all about private consumption

Market / Mixed Economies want to keep production Consumption Business Growth High Employment Increased Standard of Living More goods produces Market / Mixed Economies want to keep production and consumption of goods as high as possible

In a market economy the “market decides” the basic economic questions That market is driven largely by what consumers want and what they are willing to pay for. (self-interest) “The law of supply and demand” In a market economy, entrepreneurs, labour, government, corporations and consumers interact in specific ways to address the basic needs of individual and of that society

Advertising & Consumers Consumers are products to be sold; therefore, people are turned into objects. Advertising attempts to create a need where is may not exist, as well as feelings of discontent: Consumers are taught that they are not okay the way they are. There is a cultural predisposition to believe what we see. --Images are more powerful than words. Advertising is a form of education and socialization.

The Ad andthe Ego In the beginning, Ads were informational: considered people to be rational beings 1920s: ads talk less about products and more about the lives of consumers mass production = mass production of markets to buy goods the purpose of advertising is to produce consumers production of discontent you are not okay the way you are: generate self-criticism / anxiety answer or salvation is products people become the product (objects) we are held to the standard of the people in the ads

people are very influenced when they are not consciously attending information seeing is believing; images and symbolism health of consumer economy = sickness of planet where things come form or go to is invisible (slaughter house, coal mines, landfills, sewers) over-consumption in one area results in scarcity in another.

Advertising rarely makes claims about products. Instead, it links brands to people and lifestyles (symbolism).

PREMEDITATED WASTE PRINCIPAL OF CONSUMPTION: MAKE BEAUTIFUL AND DESIRABLE THE USING UP OF RESOURCES THE AMERICAN WAY? 1/4 OF WORLD POPULATION USES 3/4 OF RESOURCES HEALTHY CONSUMERISM / ECONOMY = SICK PLANET OVERCONSUMPTION IN ONE AREA = SCARCITY IN ANOTHER THERE ARE AS MANY CARS IN AMERICA AS PEOPLE

Where do things come from?

Where do things go?

What are the costs of over-consumption? SMOG ACID RAIN OZONE LAYER DEPLETION GLOBAL WARMING ENVIRONMENTAL TOXINS

What are the human costs of over-consumption? scarcity disparity

Life of the Few:

Life of a Few More:

…and more:

Homeless

Life of too many: Squatter Settlements

…And many more. Is this acceptable when the industrialized world has so much that waste is rampant?

Many people battle with weight problems…

Millions suffer through a different kind of weight problem:

to protect our resources? How far will we go to protect our resources?

QUESTION: WAR? WHAT IS IT GOOD FOR? ANSWER: CONTROL OF ENERGY RESOURCES

Where will our choices take us? ENERGY

Technology

Trade and Manufacturing

? Are our choices sustainable? Who will participate and benefit from the economy of the future? ? Are our choices sustainable?

CRY THE BELOVED PLANET What is the main message that the writer is communicating? Do you agree with the writer’s arguments? Why or why not? What solutions does the writer advocate (suggest/support)? Do you think it is likely that these solutions to be adopted anytime soon? Why or why not?