THE CONSUMER'S ROLE IS UNDERSCORED AND CONSUMER LAW IS DISCUSSED. THE ROLE OF ADVERTISING IS EXAMINED, WITH ATTENTION TO APPEALS, GOOD ADVERTISING, TELEVISION COMMERCIALS, BAIT AND SWITCH PRACTICES, AND VOCABULARY. THE NEED FOR BEING A WISE BUYER IS EMPHASIZED USING ILLUSTRATIONS OF WISE AND UNWISE BUYERS (PHOTOGRAPHS), AND EXAMINATION OF CONTRACTS, PRESSURES TO BUY, CONSUMER RESPONSIBILITY, AVENUES OF CONSUMER HELP, GUARANTEES AND WARRANTIES, LABELING, AND FADS. BUYER AND SELLER RIP-OFFS ARE DISCUSSED, ALONG WITH CONSUMER FRAUD. A CONSUMER'S BILL OF RIGHTS AND NEWS BULLETINS ARE REVIEWED. A GLOSSARY IS PROVIDED. (KBL)