1. Consumerism in Britain Kwon, Myung hwa Lee, Ji sun Park, Min ji Han, Seung hee

2. Contents 2. Consumerism and Advertising 3. Consumerism and Women 4. Consumerism and “I” 1. Introduction

3. 1. Several Meanings of ConsumerismIntro 1) A positive phenomenon The movement seeking to protect and inform consumers by requiring such practices as honest packaging and advertising, product guarantees, and improved safety standards. 2) A theory The theory that a progressively greater consumption of goods is economically beneficial. 3) A negative phenomenon Attachment to materialistic values or possessions

4. 2. Relationship between Culture and Consumption Culture and Consumption depend on each other.IntroInterdependence

5. 3. Consumer SocietyIntro 1) An affluent society 2) Decreasing of labor hour, seeking for leisure 3) Finding one’s identity by consumption and leisure 4) Focusing on images and life styles 5) Positional goods 6) Society classified by consuming 7) The expansion of the market 8) Consuming as leisure

6. Intro Consumerism & Advertising Consumerism & Ads

7. Intro 1.The advent of advertising Agricultural society Industrial society Consumerism & Ads 19 th century The Industrial Revolution

8. Intro 2. Relationship between advertising and consuming Dynamical and interactive Marketing Tools Advertising PR Promotion Etc. Consumers’ Desire Needs Demand Consumerism & Ads

9. Intro Case 1) QPD advertising Marketing Tools Advertising PR Promotion Etc. Consumers’ Desire Needs Demand Consumerism & Ads Ads by QPD Mail Order Company

10. Intro Case 2) Vodafone Marketing Tools Advertising PR Promotion Etc. Consumers’ Desire Needs Demand Consumerism & Ads Vodafone’s mobile-phone vending machine

11. Intro 3. Metamorphosis of advertising to another consuming channel 1) Home shopping channel another type of advertising 2) The scale of home shopping industry The sales of whole European market 67,200,000,000 Euro (3.6% of whole retailer market in Europe) The sales of British market 88,000,000,000 Pound (4.2% of whole retailer market in Britain) Consumerism & Ads

12. Intro Case) A home shopping channel – QVC - Operating on-line shopping mall

13. - Real-time broadcast on the web siteConsumerism & Ads Intro

14. Consumerism &Ads Intro Consumerism & Woman Consumerism & Women

15. Consumerism &Ads Intro Consumerism & Woman 1. Women as a ‘main consuming group’ Women as a ‘main consuming group’ -Buy or influence the purchase of 80% of all consumer goods -Purchase 51% of all consumer electronics -Buy 75% of all non-prescription drugs

16. Consumerism &Ads Intro Consumerism & Woman How & Why did “Women” become a main consuming group? 1) Obtain freedom to spend money Industrial Revolution & ‘Married Women’s Property Act’ in 1882 2) Self-recognition - Industrial Revolution

17. Consumerism &Ads Intro Consumerism & Woman 3) Women’s consuming tendency -More conscious about purchasing(→ Picky) ; Paid less than men - men earned 42% more than women annually in full time work ('Women wait 100 years to find that work doesn't pay', The Times 11 May 2000) - women earned 80.9 % of men's wages hourly ('Pay gap between sexes narrows', The Guardian 15 October 1999) -Affect much on other purchasing (effect of ‘word-of-mouth’) ; Women love to share ideas, feelings, dreams, fears, and especially “information” in the community group. - Women are 3 times as likely as men to learn about a product from other women.

18. Consumerism &Ads Intro Consumerism & Woman 2. What is “shopping” for women? Shopping as a… “Housework”“Leisure”

19. Consumerism &Ads Intro Consumerism & Woman 1) Shopping as “housework” Women do more domestic work(unpaid housework) than men. MEN : 126(1961) → 172 min/day(1995) WOMEN : 256(1961) → 260 min/day(1995) (analyzed by Jonathan Gershuny at Essex University) Naturally, women are the main purchaser of the house consuming.

20. Consumerism &Ads Intro Consumerism & Woman 2) Shopping as “Leisure” Self-recognition after the Industrial Revolution More time and money to spend (reduced working time) 296min/day(1961) → 246min/day(1995) analysed by Jonathan Gershuny at Essex University) : fall of average working hour began to think about themselves and started to “enjoy” their lives with more time and money

21. Consumerism &Ads Intro Consumerism & I HAPPIER? Does Consumerism make people Consumerism & Woman

22. Consumerism &Ads Intro Consumerism & I 1. Capitalistic Society Mass production creates more and more desire. Created needs influence people Consumerism & Woman

23. Consumerism &Ads Intro Consumerism & I 2. Modern Society ; Consuming “created desire” 1) Forming “ Homme-Consommateur” Enjoy shopping itself 2) Narcissistic tendency of Consuming Selfish Consumption Purchase to find the values of themselves Consumerism & Woman

24. 3. Advertising, Identity and Consuming Individual desire is connected with Goods through Ads Consumerism &Ads Intro Consumerism & I Try to be closer to ideal values by purchasing Consumerism & Woman

25. Consumerism &Ads Intro Consumerism & I 4. Life and Consumerism Standard of living is now higher than ever. Lose myself ( ∵ express myself by earning and consuming) Non-consumptive activities : private experiences and personal relationships Consumerism & Woman