Me, a victim of advertising? Never!

Can't get enough of brand names? Are you a shopaholic? Be smarter than the companies that spend billions of dollars each year to convince you that buying their products will make you a better person.

Improve your critical sense

Many companies focus on brand image rather than on the product itself in their ads. What they are really selling you is an emotion, not a product. Have you ever had the feeling that by buying a particular type of shirt or shoes, you'll be cooler, more popular, more interesting? Sure, you'll be trendier, but will you be more interesting? Do you really think so? Many companies play on your sense of insecurity and your doubts to encourage consumption, as if a pair of jeans would restore your self-confidence! There's nothing wrong with wanting a pair of fashionable jeans as long as you remember that it's cooler being aware of the reasons why you badly want them.

Desire or need?

A need is something necessary, indispensable. For example, in the winter, you can't go out without a coat on. The difference between need and desire is quite simple: buying a coat meets a need; buying a designer coat is a desire. Advertising influences desires the most. It's very healthier to have desires. This lets you, among other things, set goals, make plans and then work and save money to make them a reality. But not all desires can be satisfied. Unless you're Paris Hilton or George Clooney, you have to make choices! Buying those jeans you've just been dying to have for the past 2 months AND those über cool green shoes PLUS a new MP3 player even though you already have 2 AND have no more money to eat for the next 6 months? Not exactly logical! Not to mention that you were at the mall to buy… a pair of jeans.

Buy to live. Not live to buy!

This saying seems simple and logical. However, many people define themselves by what they buy or own. Having 150 pairs of shoes will never replace good self-estime, neither will owning 3 game consoles make you a better person. If you feel incapable of going into a store without buying something or if you sometimes go shopping to lift your spirits, perhaps you should ask yourself some questions. The same goes if you sometimes forego buying essential items to get futilities (e.g., taking your lunch money to buy CDs).

Becoming a smart shopper doesn't mean you can't buy anything at all! Instead, you should take your time to make the right choices. For example:

• Ask yourself if you really need an item.
• Give yourself time to think and don't give in to à l'impulsion du moment ou à la pression du vendeur et de la pub;
• Before buying a new item, set an amount.
• Before you decide on an item, shop around to compare prices and brands.

It's perfectly logical. You may even take a liking to it. It's as exciting to spend hand over fist as it is to get a deal: "My new jeans? I got them at 75% off!".

Think about it: An $80 pair of jeans is a day and a half of work at minimum wage.