According to Berger in his video, “Ways Of Seeing”, since the invention of the camera, images could be manipulated to become a form of language. This manipulation could take many forms some of which include rearranging the image itself, or by placing things before, along side, on top of, or after the images. This new language could be seen as words in a dialogue used for many different purposes. Some of these purposes may include selling something, promoting an idea or movement, or educating people.
This idea of an image or images being used as a form of language to sell something is demonstrated very effectively in the image below. The image is an advertisement for Fed Ex, who very brilliantly, use simple things to illustrate their product. A map of the western hemisphere is painted on a wall that has two different people in two open windows passing a Fed Ex package from one to the other. One window is located in what appears on the map to be China, or some other country in Asia, and the other window is located in northern Australia. The advertisement implies that delivering a package to a different continent can be as fast, safe and secure as two people passing it from one window to the next. The ad is extremely effective because it’s message is both very clear and simple, as well as being aesthetically pleasing. In addition, the image is very eye catching and the message is exceptionally clever which adds to the strength of the advertisement.
This is a really interesting advertisement to think about, and you might want to quickly jump to episode 4 of Ways of Seeing because there Berger addresses the kinds of fantasies ads engage. Here, you might go a little deeper into the kind of fantasy of a small world that this ad represents. How does it attempt to change our sense of the world’s size or its connections? You write about how this serves the purpose of the ad, but I’m also wondering if there are any negative affects produced by its distortion of distances.