- According to Berger, how do “publicity”–what we would call advertising–images influence consumers and why is this significant?
The purpose of advertising is to make us dissatisfied with our present life and use our jealousy and vanity to stimulate us to spend money to buy things, so as to make us feel satisfied and attractive to live, which is also an important means to promote economic development.
2. As he compares oil painting to publicity (advertising) photography, Berger argues that oil painting “showed what the owner was already enjoying among his possessions and way of life;” “it enhanced his view of himself as he already was.” Whereas publicity pictures, “appeal to a way of life that we aspire to or think we aspire to.” Why are these differences important? What do they reveal to us about the production of images for publicity?
Paintings are the media for the owners to show wealth and real-life and celebrate their private life. Advertising shows an unfulfilled future because advertising can bring people desire and charm and make them happy. This encourages the idea that money and power are the answers to all questions.
3. Choose one of the “dreams” he offers or thinks of your own. How does this dream offered by advertising use imagery to manipulate consumers?
Because dreams are so far away and hard to fulfill, advertisements show us a good image, and we may be envious and envious. Advertisements bring us a good way of life. When we buy things, we will feel happy because we have things that others don’t have or things that other people can’t get.
