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Consumer Education
(Editor’s note: This is one in a series of articles on consumer education prepared by Don Long of the agricultural economics department at Virginia Tech.) “Mommy! The man said we should buy this one!" How many times have you heard this from your small child? It is seldom that it doesn’t come up when I happen to take my son with me on a food shopping trip. Perhaps this is one of the clearest illustrations of the power advertising exerts over us. Small children tend to take all statements at face value and are not yet ready to weigh relative advantages and disadvantages among competing: foods. So, they are pretty apti to follow the suggestions of the advertiser very closely. Yet, it would be foolish to; believe that the power of ad-1 vertising acts only on small children. Advertising is a vital force in today’s Economic life. You may be one of those who
call it an economic waste. You| may be one of those who believe it plays a positive, bene-j ficial role through market! education and information. Re! gardless of which belief you hold, however, it is impossible to ignore advertising today.
It is rather obvious that industry, at least from an individual basis, figures they have to advertise. Perhaps they wish they could eliminate it.
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