About their problems. They try to find answers for their problems together. For example

regretpisman olmak; gözünde tütmek, özlemini çekmek, aramak; üzüntü; pismanlik

request  (i.), (f.) rica, dilek, niyaz, temenni, istirham; revaç, talep; istenilen şey; (f.) rica etmek, yalvarmak, niyaz etmek, istirham etmek, dilemek

stamp  f. ayağını hızla yere vurmak, damgalamak, pul yapıştırmak i. posta pulu, damga, ayak vuruşu

supplementary  (to ile) ilaveli, ilave olan, ek

valid  (s.) muteber, geçerli; doğru, sağlam

141 THE CONSUMER SOCIETY

Everyone wants the best for a baby. A mother wants her baby to have the best in the way of food, toilet preparations (baby lotions, etc.), clothing and equipment. Most of the time she fails to use her common-sense when it comes to buying for a baby, especially the first one. Far more is spent on buying prams, push-chairs, special milk, and special powders and lotions for small babies than is necessary. Manufacturers and advertisers recognise this, and exploit it to the full. They take advantage of this weakness of a mother and in this way try to increase their sales as much as possible.

The child himself watches television, a particularly strong influence on small children. He finds television commercials and children's programmes equally attractive and is affected by the suggestions and guidance of both. Early in life the child begins to feel that if something is said on television it must be true.

For this reason, most Christmas present advertising, and advertising for sweets, cereals, food, washing powders, is geared to children because of the effect their repeated demands can have on their mothers. By exercising choice in this way, they become consumers at an early age and it is likely that choosing and buying goods and services will remain an important part of their future lives.