The education of a consumer is not a one-off campaign or a once-and-for-allachievement. It starts early, but it fills the rest of life; the cultivation of consumer skills is perhaps the sole successful case of that 'continuing education' which the theorists andpractitioners of education currently advocate. The institutions of 'lifelong consumereducation' are countless and ubiquitous - starting from the daily flood of TV, newspaperand wall and billboard commercials, through the oodles of glossy 'thematic' magazinesvying to publicise the lifestyles of trend-setting celebrities..." (Bauman, 2004).