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This article demonstrates who a woman is as a consumer and how she strives to fulfill the requirements of the world of consumption. The world of consumption is a form of living according to the new moral imperative of a "fun reality." For the female consumer professional success is very important. The family becomes secondary because a family represents many forms of limitation and restriction and this is not seen as something good in the world consumption. A woman consumer, always beautiful and well-dressed has no time for a deepened reflection over her life. She is buying her happiness – any purchase of a beautiful object should make her happy; the same as a man – consumer. In the world of consumption there is not much place for the reflection over important matters. The world of consumption is limited to things and material values, the emphasis is put on what is useful and beautiful. This is why a woman is being all the time under a pressure of being beautiful and young, she cannot be tired and she is not allowed to look badly, thus she loses too much then. To have a significance in the world of consumption a woman should be beautiful, i.e. slim and young. A woman in the world of consumption is defined by her body, not by her knowledge, abilities or skills. Subordination to the principles of the world of consumption makes a woman a beautifully wrapped object. A happiness in terms of the world of consumption can be achieved by a woman – consumer only temporarily, while with the time passing by and natural process of aging there would be fewer and fewer place for a woman – consumer in the world of consumption.

THE FEMALE CONSUMER, WHO SHE IS, WHO SHE WANTS TO BE AND WHO SHE CANNOT BE AS A CONSUMER