4. CONSUMER SOCIETY es There is enough on Earth for everybody's need. but not for everybody's greed. (Gandhi) at Find the word that does not fit in the line, consume, sell, buy, save, pay, produce department store, bakery, jeweller’, shoe shop, cinema cash, credit card, coin, wallet, banknote savings account, debt, eredit, loan, mortgage commercial, jank mail, job ad, newspaper, billboard, advertisement currency exchange, dry-cleaner, photocopying shop, bookshop, key cutting bargain, full price, sae, low cost, discount lottery ticket, postcard, envelope, post code, magazine EB. What do we mean by consumer society? BQ What do you spend your money on? Nowadays people buy more things than they need. Do you agree? ‘Do you like shopping? Why? Why not? ‘What is your favourite shop? Why do you like it? BASSSGaS Do you think it’s worth waiting for the sales to do your shopping? Why? ‘How do you like paying? Ista good idea to have a credit card? ‘Why are shopping centres so popular nowadays? Do you often visit them? BS o Bo GB B B Why do people become shopab« tiggest ways to overcome this addi ‘What isthe aim of advertisements in general? ‘What forms of advertising are used nowadays?4. CONSUMER SOCIETY EEX What makes a good ad or commercial? ‘Are you influenced by adverts? EB Are there any products that you think are cleverly advertised? Give examples. Are there any advertisements you've seen recently that you object to? What don’t you like about them? ‘What services ace available in your village or town? Are post offices important in the 21" century? Why? Why not? Do you tip the person whose service you use? Hungary? Is tipping widespread/commoi aan What do we mean by consumer society? Consumer society is a society in which individuals are encouraged to spend money on new products and services so as to benefit the economy. Therefore manufacturers and service providers promote their mass-produced goods and services through mass media and sell them to people who often buy more than they need or even can afford. Such society seems to be dominated by buying and spending. what do you spend your money on? a) [get pocket money regularly, but I don't spend it as soon as I get it. I always save my money. Tim mad about new technology and latest gadgets, At the moment I'n saving up for an TPod. 1b) I can't really handle money. Whenever T get some money I feel like spending it. 1 rush. to the biggest shopping centre and buy some new clothes. I like being fashionable and it ‘makes me happy if| am admired or envied by my friends, Nowadays people buy more things than they need. Do you agree? a) Yes. In the ers of consumer society shops are fully packed and customers are regularly tempted or charmed. Shops offer discounts, bonuses and all of them apply all sort of tricks to force you to buy things you did not plan. ‘They continuously rearrange the display of goods; there isa bakery with the smell of fresh bread in each supermarkets there are newly opened stalls in @ shopping mall, ete. We simply can’t resist such temptations. 'b) Unfortunately, they do, You should be very “narrow-minded”, straightforward, armed with. « shopping list to which you must stick to be able to leave the store with no extra items. Do you like shopping? Why? Why not? a) Yes, absolutely. l enjoy walking in the streeis and window shopping; I take an active part in the family’s weekly shopping. We go to a big supermarket and buy food for the week. Im4. CONSUMER SOCIETY also into visiting the market as {like wandering from stall to stall carefully choosing the freshest, most attractive products local farmers grow. The icing on the cake is when Ihave some money to spend on clothes; I'm in seventh heaven then. 'b) Not really. It takes a lot of time and energy to do the regular shopping for my family. Luckily my husband often does it for me, I make a long shopping list and he carefully selects the goods. As we are on a tight budget, he never buys anything not on the list. As for buying clothes, ! normally go to a big store and buy fashionable clothes at a reason- able price. 1} What is your favourite shop? Why do you like it? 8) The grocery’s opposite our home. It’s very close to our house, is open long hours and it has a wide range of goods. If we run ot of anything at the weekend I just go down and fetch a carton of milk, a tub of sour cream ora bottle of mineral water. The shopkeeper knows us very well, and she is very friendly I like their bread the mast. "They have home-made bread from Transylvania, 1b] My favourite shop is the bookshop in the new shopping centre. It is very spacious, and many books are displayed on the shelves. They also sell DVDs and CDs. There is a coffee ‘one corner, where you can browse through the book you would like to buy while drinking fine coffee or tea BE Do you think it’s worth waiting for the sales to do your shopping? Why? a) Yes, definitely. Seasonal sales start very early, in the middle of the season itself, so you have enough time to wear the clothes that you buy at half price. What's moze they are still fashionable. ‘There are so many clothes in the shops, that if you are lucky you can pick up a few good bargains in the sales, 1b) would like to buy clothes at a lower price, but I hardly ever find anything in my size Products of good quality are not reduced and I hate crowded shops. When the sale kicks off shops are fall of customers, You have to jastle in the crowd to reach a shelfor a box and you have to queue for hours at the changing room if you want to try something on, How do you like paying? 1a) prefer payment in cash, I don’t trust technology, and I like to know exaetly how much money is in my wallet. I don’t earn a lot, so I lnave no money to waste. I know that this is ‘old-feshioned, but I can economise in this way, and as I pay cash I always have some coins Jn my porse even atthe end of the month. b) I always pay by credit card. It's very convenient; [ do not have to count my banknotes or coins, Moreover, I have an overdraft facility on my bank account, so I will be able to pay at the cash desk even if my account isin the red=| 4. CONSUMER SOCIETY [ils it a good idea to have a credit card? Yes and no. It is good, because this form of payment is fast and easy (if you can remember the pin code of your card); but it can also be dangerous. We often hear about online erimes involving credit cards. Some crafty hackers may have access to your bank account, might «lone (copy) your credit card and can withdraw money from it. Another disadvantage of « credit card is that if you do not keep in mind how much money you have, youcan spend many times more than you can actually afford. In this case, you have credit card debt, which means ‘you have to pay back your debt plus the interest. Nowadays, banks are far more cautious with their money, and I have heard of cases when people finally went bankrupt. ® why are shopping centres so popular nowadays? Do you often visit them? a) Shopping centres offer a wide range of shops, services and many other facilities. There are all kinds of shops: food stores, trendy boutiques, sports shops, jewellery, footwear and underwear, accessories, book and music shops, florist’s and newsagent’s. They provide all sorts of services, as they may have a post office, a currency exchange, a dry-cleaner, key cutting, shoe and watch repair, a hairdresser or an in-site carwash. You can also eat and drink there, as there are cafes, bars, and restanrants, Shopping malls are easily accessible, and havea big parking lot which in many cases can be used free of charge. In addition, concerts and entertainment programmes are regularly organised to attract customers. b) often go to the Plaza as I ike its cinema and before and after the film T can window shop, eat or drink something and I like its atmosphere alot ¢) Igo to the Forum once or twice a month, and | can buy everything we need under one roof, Parkingis ree and while havingmy coat dry-cleaned [can do the weekly shopping. Moreover, there is a playground for the kids, so they don't bother us while we are shopping, Why do people become shopaholics? Suggest ways to overcome this addic- tion. ‘Shopaholism or compulsive buying is an addiction that islinked to materialism, reduced self esteem, and an inability to tolerate negative feelings, pain, loneliness, boredom, depression, fear or anger. For shopaholics spending money is a form of escapism, a means of achieving happiness. Shopaholics’ lives are emotionally emptys they fll their lives with things, and shopping is a form of therapy. Buying something new makes their lives happier and more fulfilling. However, spending can get out of control and can lead to massive credit-card debt and financial ruin. It may spoil relationships, can cause work problems, and even depression4. CONSUMER SOCIETY and anxiety. ‘This addiction is difficult to detect, but like other addicts shopaholics need professional help, Nowadays almost anybody can become addicted to shopping, so to avoid it here are some tips. First ofall, reduce temptations, and go to a shop only when it is necessary. Make lists before going to a shop and do not buy anything else. Take a trusted friend with you, who you really listen to, Ifyou see something and long for it think over whether you really need it or just want it, Leave your credit card at home, and rip up credit card offers before reading them. ‘Try to develop other ways to handle emotions: do some sport, watch a film or play with your friends What is the aim of advertisements in general? Advertisements are a form of communication intended to persuade the viewers, readers or listeners to take some action, Commercial advertisers try to persuade potential costumers to purchase their products or use their service by creating a desize for that particular item or service, Public service advertising informs, educates and motivates the public about non-commercial issues, such as HIV/AIDS, political ideology, energy conservation or deforestation. Political parties, interest groups, religious organizations and governmental agencies rely on this mode of persuasion, which has proved to be a powerful educational tool capable of reaching and motivating large audiences. what forms of advertising are used nowadays? Different types of media can be used to deliver advertising messages, including traditional media, such a5 newspapers, magazines, television, radio, billboards or direct mail. Branding. is a very popular form of commercial advertising. It involves the repetition of an image or product name so that the potential costumers or consumers associate related qualities with the brand in their mind. TV commercials are the best examples of this. Endorsement oF celebrity branding focuses upon using celebrity fame, money and popularity. Gelebrities may endorse a brand by “sharing” their favourite products or wearing clothes of a specific brand or designer, Teens are the main target audience of this kind of advertisement as they follow celebrities and try to imitate their favourite icons, With the dawn of the Internet and mobile phones many new advertising opportunities appeared. There are web pop-ups, web banners, flash banners, micro sites and mobile phone screens. What makes a good ad or commercial? A good ad or commercial should be persuasive and entertaining, thought-provoking and informative, creative and funny, It should spark human interest and invoke the right emotion in the mind of the viewer, It should have the power to completely change the mind of the viewer, listener or reader to buy the new item instead of the old favourite, Moreover, the style and the image should appeal to the target group.— 4. CONSUMER SOCIETY Are you influenced by adverts? ) Of course Iam. [ believe nobody can escape from it It does not matter how hard you try to avoid advertising, i's everywhere. Iam into Formula 1 and I must admit | have tried both Becks and Foster beers because of their sponsorship of the sport. b) I don't like commercials, but I trust newspaper inserts, which convince me effectively to visita certain shop which has a sale on an item I need, Moreover, they offer coupons, and Tam willing to try a new thing, such as shampoo or toothpaste, if I have a coupon for it. ¢) I have become immune to advertising. 1 trast people's personal opinion more, therefore Took for consumer recommendations on the net; and I cead special websites and blogs before booking a package tour or choosing accommodation Are there any products that you think are cleverly advertised? Give examples. 4) Yes. Somchow all the commercials that promote beer are very memorable. They are simple, funny and there is always something unexpected. My favourite one is when a guest coming to 2 party brings a huge picce of cheese. When the box (its form resembles a big cheese) is opened several bottles of beer are revealed. Soon after that an enormous baguette is “pulled apart” which contains another bottle of the same brand of beer. Then everybody is invited to taste the cheese with a piece of bread. It's really amazing, 1b) Ilike all Milka ads; lilac for me always means that fine chocolate. In Milka commercials the background is always the picturesque landscape of the Alps and they have managed to develop an association of that strange lilac cow with theft products. The influence of this image is so strong that according to a survey many city children (not only in Switzerland) believe that cows are lilac Flare there any advertisements you've seen recently that you object to? What don't you like about them? a) Tloathe commercials and posters which use the image of a nude woman to promote their Products. What has a beautiful young female body to do with taps or cars? Women are ‘dealt wilh as a product that can be bought. Its totally appalling. b) I always become upset whenever I hear in a commercial that ‘we are the best” or “our product is the best compared with all similar products available in the market”. I hate being told what to like; let me decide myself what to choose. c} Commercials create a false image of Hungarian society. Each family appearing in these films has a wonderful, spacious house with brand new furniture and all kinds of high-tech household appliances, The husband is handsome, the wife is pretty and energetic, there are two lovely kids and their car is worth several millions, Why do they stupely millions of poor people like me? Its really annoying.4. CONSUMER SOCIETY = What services are available in your village or town? a) I live in a big town and we have all kinds of ser- vices: postal, banking, delivery and repair. There are currency exchanges, dry-cleaners, hairdr ers, beauty salons, opticians and photocopying b) I live ina small village, but we are well provided ‘with services. Thereis 2 post office, abank.a petrol station, a garage, « hairdresser’s, a chemist’s and a photocopying shop. Are post offices important in the 21* century? Why? Why not? Post offices are important even in the era of e-mail, If we have to send an official letter which ought to be registered the best way is sending it by ordinary mail. Many people don't trust bank money transfer and pay their electricity, telephone or gas bills using the postal service. Others send paccels and packages to their friends or relatives by post, and quite a few online and mail-order companies use this delivery service, It is true that delivery by post is fairly slow and not very reliable, butt is cheaper than any other delivery service. In the last decade the Hungarian Post Osfice has extended the range ofits services to meet the clients’ needs as much 28 possible. Nowadays post offices offer banking and insurance services, and besides envelopes, greeting cards and magazines you can buy travel cards (season tickets), stationery products, all kinds of lottery tickets and even sweets there, DX Do you tip the person whose service you use? a) It depends. Ifthe service is fast, of good quality, and is carried out with particular attention Todo tip the person who serves me. I tip the petrol station attendant if he fills my tank and cleans the windows of my car. 1 always give extra money to the hairdresser and the beautician. 1 am generous with a waiter or waitress if he/she is fast, friendly and I am satisied with the food they have served. 1D) No, never. 1 deal with people too (I'm a shop assistant) and nobody gives me a tip; the customers sometimes leave the shop without even saying good-bye. If I use a kind of service I pay the price. And anyway, service charges are too high. 1s tipping widespread/common in Hungary? ‘Tipping is widespread ang even expected in Hungary at the hairdresser's, beauty salons, petrol stations and garages, and taxi drivers are also tipped. The salary of a hairdresser or waiter is very low, as the employer knows that they will be given tips and the money they get from the customers is calculated in their pay. Although a service charge is included in the price of a meal or drink, the customer is expected to give the waiter at least 10% of the bill asa tip.4. CONSUMER SOCIETY access accessible according to a survey achieve addiction admire afford annoying appalling appeal to armed with attract avoid bank account bank loan banknotes banner bargain become immune benefit billboard boredom branding browse bulletin board cash celebrity branding charm coin commercial advertising commercial compulsive buying ‘aakses aksesobl sko:din to 6 saver atv eidikfan edmais ator e nou) eporlin arte md wid otreekt avoid ‘baank okaunt "baank ‘eon beenknout beeno, ba:gin bikam fmiun benifit boilbord bordem ‘braendiny bravz "poletin 'boid kas] sifebrit 'braendin ‘form koin komozfal '‘zdvataizin keimazfal kem palsiy ‘bain hozzaferes. elérnetd egy felmerés szerint eler fiiggéség, esodal anyagilag megengedhet valamit idegesito megdobbenté, meghokkents hatast gyakorol vkire felfegyverkezik vmivel vonz elkeru, erdil bankszimla bankhitel bankjegy hirdetési szalag, saalaghirdetés jo vetel immunissa valik hasznot huz hirdetstabla unalom ‘egy bizonyos marka reklarnozasa béngész, clvasgat hirdetdtabla keszpenz hires emberek dltalt reklamozas elvarézsol, megbabondz elbivel erme, apropénz kereskedelmi hirdetés reklamfim megrogzott, kenyszeres vasarlas4. CONSUMER SOCIETY consumer recommendation consumer society consumption convenient convince: crafty hackers currency exchange dawn debt deliver messages desire for detect discount coupon discount display of goods display dry-cleaner dustbin economise encourage endorse endorsement eny era escape escapism exchange rate facilities fame fetch financial ruin fixed-term deposit flash banner follow form of payment free entrance free of charge gadget ken'siuime rekemen'deljn ken'sju:me se'saratt kensampfan kenvirnient kenvins ‘kraxft haskez ‘karans! iks'feinds ain det ditive 'masidgiz dizaio for ditekt ‘diskaont ‘ku:pon ‘diskaunt di'splei av ‘godz displet ‘dran ‘kine ‘dastbin ikonemaiz inkanids ‘ere Iskeip I'skeiprzem ikstfeindg 'rert ‘osilitz jem telf fatnaenfal usin ‘iksteim di poztt ‘feaf ‘basne ‘folew ‘form ov ‘peiment ‘fri entrens ‘in: ev ‘fords ‘geedgit fogyaszto ajanlas fogyaszi6i térsadalom fogyasztas kenyelmes meggyoz ravasz szamitogépes betardk valutavaltas hajnal adéssag lizenetet kbzvetit vagy vi irant Kimutat, észrevesz, észlel kedvezményt adé kupon leértékolés az aruk elrendezése bemutat, kirak tisztite szemetes takarekoskodi, sporol dsztondz, bitorit népszenisit, reklémoz hires emberek altali reklamozas irigyel korszak elszdkik, megsz6kik legvarépites, menckvés valutadrfolyam szolgailtatdsok himev idehoz, leugrik viért anyagi roms lekotott betet felugré hirdetés kovet fizetési mod ingyenes belépas ingyenes szerkentyti, miityiar4. CONSUMER SOCIETY generous governmental agency grocery handle high-tech household appliances icon in seventh heaven in the red influence informative insurance service interest go bankrupt jostle key cutting Kick off ac loathe loneliness long for manufacturer mass mass-produced mortgage newspaper inserts nude object to obtain optician’s overdraft credit parcel parking lot persuade persuasion persuasive petrol station attendant picturesque landscape place emphasis on ‘dgenores .gava'ment!‘eidgenst ‘greusen hanndi hai tek ‘havshaold eiplaiensiz akan in sevené ‘hasvan in 68 red ‘influans infoxmatw ‘infoerens 'secvis ‘intnst ‘geo baenkmpt dgos! ter ai ‘hak of ‘ailak le0d ‘jeunlines ‘tary fo: Mesnjufeskftere mes ‘masspradjurst ‘morgid3, ‘njuxzpeipa ‘inset nud eb'dgekt to abtein aptiinz ‘euvedrarft‘kredit pais! ‘parkiy at pasweid pa'sweigen polsweisiv patral 'steyfn o'tendent pktfatesk leencskeip pleis 'ernfesis en nagylelkt adakoz6 allami szery, intezmeny faszerbolt banik vmivel korszert haztartasi esz- kéz6k ikon a hetedik mennyorszagban deficitje, adossaga van hatas informaciét tartalmazo biztositasi szoigaltatas Kamat tonkremegy lekdosédik, furakodik Fallesmésolas kezddaik vi lita utal magany, magényossig vagyik vmire gyarto tomeg tomeatermeléssel eléallitott jeizaloghitet Ujsaghirdetés meztelen elienez, ellenérzéssel van vymi irént szerez szemész hitelkeret csomag parkolohely meggyéz meggyézes meggyéz6 benginkutas festéi taj hangstilyt helyez vmirepolicy pop-up powerful educational tool professional help Promote promotional material pull apart purchase purse queue reach rearrange reasonable price Teduce temptation reduced self-esteem registered mail resist temptation reveal rip up mush sales save money ‘save up for seasonal sales service charges spacious spark human interest spoil stall stupety tab target audience tear off tempt the icing on the cake thought-provoking tight budget tip 4. CONSUMER SOCIETY ‘polist ‘pop ‘ap ‘pavafel edgulkerfont tur! pre'fefanel help pre'mout premevjanel metienal ipol a'pat ‘perifas riatreindy izenebel ‘prais ridjuzs tempteijn ridju:st ‘self aistem ‘redaiste:d meil rizist tempteijn nivel ‘np ‘ap inf seilz ‘seiv ‘mant ‘serv ap for ‘sizenel sell ‘semis ‘fardgiz ‘speifes ‘spack ‘hjymen ‘intrist spoil storl stjurpifal teeb ‘tarait o:dions ‘tea of tempt ‘Or "alsin ‘on 86 kerk @ott prevenkin) ‘tat badgit tip politika felugré hirdetések atésos neveléeszkéz hivatasos segitseg teklémoz reklamanyag széthiz vasérol; vasarlas noi penztarca sorban ail; sor eler atrendez elfogadhaté ér csdkkenti a csabitast alacsony Onértékelés ajantott level ellenall a csAbitasnak felted megmutat szettep rohan Marusitas, leértekelés megsporol, ésszegydjt pénat gytjt vmire szezonalis kiarusitas szolgaltatasi dijak tagas felkelti az emberek erdekiédéset elront, tonkretesz 4rusitébédé, asztal butit papircsik, papirszalag {letephets) celkozonséq letép csabit hha a tortan. gondolatébreszt6 szik6s anyagi lehetéség borravalé; borravalot adni vkinek4. CONSUMER SOCIETY tolerate transfer money upset wallet wander waste of money waste well provided wide range of goods widespread window shopping withdraw money ‘olorett ‘treensfe: 'mant ap'set ‘wolit Wwonde ‘weist av mani weist ‘wel pra'vaidid waid ‘reinds ev ‘gudz waidspred ‘windao ‘fopin wid'dros ‘mant ‘tr, toleral pénzt utal Wdeges tarca, pénztarca keborol, boklaszik pénzpocsekolas pazarol jélellatott szales aruvalaszték elterject Kirakatnézegetés penzt kivesz automatabol, levesz a szamlarol