Discussion question #4

  • According to Berger, how do “publicity”–what we would call advertising–images influence consumers and why is this significant?

According to Berger. He explains the main concept of publicity is glamour. The advertisements in the newspaper and magazine influence us and they summarize our happiness depend on the product they offered to us. It is significant because they post the advertisement everywhere they influence us by seeing this advertising and made us dream about the product and imagine our life if we buy it. Those techniques the advertising company to sell their product.       

  • 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? 

According to “the way of seeing episode 4” john Berger compares the oil painting tp publicity. Berger states te difference purpose between oil painting and publicity. the oil painting shows their ownself and own life and based on their life fact, however, publicity represents ways to aspire others but cannot be achieved. They persuade you to buy their product by using an image of landscape, beautiful women, or using happiness phrases. Your persuasion will be in one idea that if you buy their product your life will be different from it is.          

  • Choose one of the “dreams” he offers or thinks of your own. How does this dream offered by advertising use images to manipulate consumers?

In the video, Berger states three dreams such as the dream of later tonight, the skin dream, and the dream of a faraway place. I choose the dream of faraway because in that dream you travel in your imagination from one place to another. When you are sitting in your bed,  You can imagine yourself being in two places at the same time, wearing your elegant clothes, going to an ancient castle. In fact, the dream of faraway, meaning is to allow one thought to pass through the window and travel to elsewhere conjuring image distances without horizon, to be in two worlds at the same time just where European ends.  This dream offered by advertising use image to manipulate consumers by traveling everywhere, for example when the travel agency their advertisement about Bali, Maldives, or paradise, you imagine yourself make a tour there and you think about heaven and how you will be happy there.           



1 thought on “Discussion question #4

  1. Ngawang Tashi

    Hi Maha, yes I agree with your answer in number 1, advertising makes us rethink about buying whatever the product or even message it’s trying to say

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