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

According to Berger, publicity influences consumers by displaying “images of an alternate way of life.” These images pretend to offer the consumer a reward of a better existance if we were to purchase these items. They convince consumers that they will become enviable, which will make them happier. It is significant because we see these images everywhere we go, and even if we don’t remember these images, they still manage to influence our daily decisions.

1. 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?

Berger explains that oil paintings like publicity images both revolve around the concept that “you are what you have”.  Oil paintings, however, were used to enhance the self-image of its owner. Publicity images are purposed to persuade people to purchase possessions. These images offer false promises of greater happiness in life, from better relationships to a better home. To achieve this happiness, one needs money to acquire it. These images are all created to enhance the selfish greed that is inherent in human nature. It feeds the need to feel like oneself is better than others.

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

One of the dreams Berger alludes to, is the skin dream. Imagery in magazines, on TV, and now on social media offer a dream of beauty by purchasing their products. It manipulates consumers to believe that if you buy them you too will share this beauty by having flawless skin and in turn be more desirable. This deception is furthered by technology, beyond that of the lighting and cameras of Berger’s day, and has evolved to include digital tools that enhance the image to be more visually pleasing than the reality could ever be. This technology has enabled anyone with a computer to enjoy this manipulation of images to sell you their own experiences online.

Question- 1:

First of all, we are surrounded by images of publicity/advertising in our daily life. The images encourage our imagination by expectation. John Berger pointed out, “It’s a language with words and images which calls out to us”. In reality, publicity hypnotizes our mind to buy specific products which have values or can bring high-status to us. John Berger pointed out that “Publicity usually persuade us to buy a product to make ourselves rich, even though we will be poorer”. And that’s the purpose of publicity. People who, influenced by publicity buy products and become envy to others. As a result, other people who are unenviable tries to buy products for high-status and here publicity what manufacture the glamour. Glamour works through the eye and the mirror and without social envy, glamour cannot exist. Also, glamour did not exist in the era of the oil painting. Another point is publicity abuses public figures for sell specific products. Moreover, publicity is very significant I think. The reason is most of the profits of selling products are come from publicity. Publicity changed our mind and creates a delusion to buy a specific product to reach in high-level from low-level, even though it’s making us poor/meager. However, publicity uses some methods of art to sell the product such as: atmosphere, settings, signals or objects to sell products.

Question- 2:

Oil paintings usually trying to show what someone is capable of and their status in the society. It describes someone’s own feeling of his own worth. Also, it displays the perspective on himself as he as of now might have been. The people who could pay for oil paintings were at the head of the social class. That’s why they didn’t have yearned for additional. On the other hand, publicity uses oil paintings for advertising products what creates an eagerness to humans’ mind to buy products. Oil painting have been swapped by the model. Publicity uses some strategies of art to sell the product such as: atmosphere, settings, signals or objects to sell products. Eventually, it affects people’s wealth for some temporary excitement/pleasure. As a result, publicity wins and human lose, but not for everybody.

Question- 3:

John Berger explains three kinds of dreams, what are used in publicity. One dream is “The Dream of later Tonight”- Everybody is encircled by what brings joy, however it is you who will bring the best delight of all. This dream displays individuals incredibly appreciating each other’s conversation with all the members being attractive and very sharp looking. Here the most enviable person becomes the role model of the party and also the splendid person. However, thoughts like this is the most common imagination of human and publicity uses this for sell specific products. Usually we can see advertising of scents, diamonds/jewelries, watches, suits/outfits what related with “The Dream of later Tonight”. As a result, people get mesmerized and thinks without that dream related products, he/she cannot be the attractive human in the society.

In the Episode 4 by John Berger, we realize that images in the publicity influence consumers and it is very significant for them. As we see in the film, every detail in the advertising images is studied minutely in order to have an impact to the viewers. The goal is to make consumers enviable the product, to think how to get this good even if we don’t have money to buy it. In addition, the publicity is arranged to push clients to plan to save money only for the purpose of buying that object. Therefore, the publicity has an important role to play between business compagnies and customers. It gives us dream that if we own that product, our life will change, and other people will respect us or will think to create some personal relation with the owner. For example, the publicity of the car gives some information about the difference between the old model and the new one; in the publicity we can read or heard how the comfort it is, speed etc.

We see how the presenter shows the difference between oil painting and images publicity. in the European painting or any other painting, the painter shows to the viewers the achievement of the person in the art. The wealth that he or her owns, the painting is another way to celebrate the success in his life. it symbolizes his prestige or glory in the society where he is leaving. For example, we can see in some painting men surrounded by a beautiful woman and a lot of fruits or objects in a period of the society, the personage in the painting is showing abundance and good life. In contrast, publicity is to create feeling or envy to have something that we don’t own yet. Therefore, this sensation can push us to work hard and save money to buy that object in the publicity. The production of images for publicity is something that organized by the company to incite customers to have a planning, to work for something.

Nowadays, we know that advertising good touristic images is one the key to attract customers in order to improve the economy and develop countries. In that case, many tourism agencies work hard in collaboration with organism in charge for publicity. We see in the television, in the new paper or in the public notice many good images that can create an envy for us to visit the country. These images are always arranged to make touristic places more attractive and cheaper than other counties. But, when we travel to that country, the reality is very different to what we saw in the medias. Generally, they never show in the publicity the poverty or any king of problem that is facing the country. On the other hand, the tourism is organized in the way that, the visitor buys more or spend a lot of money in that country. For example, we see many countries are complaining about the current quarantine due to covid-19 because they are not getting people (tourists) to visit their country. That mean what we see in the publicity could be sometimes different to the reality and their goal is make us to spend money.

DQ 1 :

According to Berger ,” publicity” images Influence consumers because it proposes us, we, in consumer society  that bee change ourselves or our lives by buying something more , and the “more ” publicity persuades us . It also will make us in some way richer ,even though we will be poorer by having  spent our money. It persuades us of this transformation by showing us who have apparently been transformed and are, as a result , enviable .And the way publicity persuade, transformed into envy people is what constitutes glamour .That’s why Berger said  publicity is the process of manufacturing glamour.Glamour goes deeper than how things looks.For example , we bought things online or in store  by simply because we felt in love of how they look or they was displayed .but at the end that we got them we realise we don’t even don’t need them necessarily.

DQ 2 ;

As Berger compares oil painting to publicity (advertising) photography, he 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 .” these differences are important because they have much in common . Sometimes ,publicity impersonates a painting. Examples of real people pose like figures in Manet’s Dejeuner Sur L’Herbe.Works of art are used to give prestige to a publicity scene .

DQ 3 :

The dream of faraway place , as described Berger , To lie down on a bed , to allow one’s thoughts to pass through the light of the window , to travel elsewhere , conjuring images. Distances without horizons . To be two worlds at the same time , just where Europe ends .The other world,  violent , infidel, full of Unknown passions. wearing your own clothes next to your own skin, you join the nomads .It is dawn . You are innocent ,you are pure , you are ready to travel again. Publicity works on the imagination but it does something else too . Because publicity pretends to interpret the world around us , and to explain everything in its own terms .It adds up to a kind of philosophical system. We felt in such  traps willing to try to live our dreams as reality Without weight the price that we have to pay for .

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

Advertisements persuade people or try to change people’s ideas through pictures or imitation of some artistic works. In advertisements, people’s success, happiness and wealth attract the audience and arouse people’s admiration. When people envy, they will have desire and have a sense of achievement. That is, the glamour of publicity, in the final winner between the advertising appears to be the customer, but the real winner is the business

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? ‘

Both advertisement and painting describe the characteristics of things, express ideas and convey themes, but there are also differences between them: oil painting is a symbol of identity, and the master decides his status by appreciating and owning oil painting. Advertising is a kind of life that inspires people to have and get something that is not necessarily true. Advertising is provocative and suggestive, suggesting that people just want to own it. It’s very different from painting. Oil paintings attract audiences by presenting facts, and advertisements attract people to consume by exaggerating facts. But money is subjective. Advertisements inspire people as well as strike them down. Money has everything because money can buy the things in advertisements. Without money there is nothing.

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

There were three dreams that appeared in the video, the dream of the later tonight, the skin dream, the dream of a faraway place. The so-called dream is unreal, at least not now, not currently. The advertisement just uses this to give people the space of fantasy and imagination. When people see the scene in the advertisement, they will imagine that they are also in it. At this time, what people buy represents another kind of mood. People buy things, but they are satisfied with their thinking.

1.According to Berger, publicity proposes to each of us in a consumer society that we change ourselves or our lives by buying something more. Besides, publicity is a process of manufacturing glamour. But what is that kind of glamour? The glamour he mentions in this situation is constituted by the state of being envied. Publicity or advertising-images is a sort of effective way that the producers and companies promote or sell their products by stimulating our eyes. For costumers, publicity is a creative way to combine our illusion with realistic world.

2.The difference between oil painting and publicity is their final purpose. Oil painting is a media that the owners show their wealth and their real lives. The objects in those oil paintings are what they already have. The oil paintings picture their present lives. “Oil painting, before anything else, was a celebration of private property. As an art-form it derived from the principle that you are what you have.” Berger said. On the contrary, advertising-image we see on the street is to encourage us to buy something what we don’t have or what we desire. So the publicity is a kind of image or word to present our future life after we buy the products.

3.Berger says that publicity images always depict one of three dreams. First, the dream of later tonight. You are part of the good life they smile at and they are part of the good life you smile at. Everyone is surrounded by what brings pleasure, but it is you who will bring the greatest pleasure of all and next morning you will feel the same about it. Second, the skin dream. The surface you can touch without a biography. Third, the dream of a faraway place: Is to lie down on the bed alone, to allow one’s thoughts to pass through the light of the window and to travel elsewhere, conjuring images. When we buy a bottle of orange juice in the supermarket, we can see the image of a smiling farmer who lives in Brazil. He stands in front of the orange tree holding a freshly picked orange. Through this image we can imagine a beautiful orange plantation in the distance which produce the fresh juice and sell it to our market.

1. Berger describes publicity as a strategy to lure  the consumer by being all about “the future buyer”.Publicity can’t rely on present.Publicity is an manufacturing process.Publicity cause people to spend more through the transformation of which cause envy.Publicity is a tool to propose products by causing envy of others glamour. It forces people to spend more to achieve those glamour.

Q2. Berger argues that oil painting celebrates  the principle “you are what you have.” Oil paintings’ owners already have money that they have made by providing goods or services to consumers. The spectator-owner of oil paintings and the spectator-buyer of advertisements are different audiences. Oil paintings are designed to show a standard of living their wealthy owners already enjoy. Advertisements are designed to show a potential buyer what their life lacks and to offer them a better life.Berger mentions  publicity celebrates consumerism.He views advertisements as the last form of post-Renaissance Europe’s visual art. Since advertisements must “sell the past to the future, they have to use the language of the past. Publicity relies on “the fear that having nothing  will be nothing.” Publicity can’t rely on the present. It must use the future to suggest that the spectator-buyer will have a better life with the product. These advertisements works well because “the power to spend money is the power to live.” Those without money become “faceless” or invisible to advertisers, to themselves, and  those with money are “lovable.”Often Production of images for publicity reveals  anxieties  about money and desirability.

Q3.The   image which are publicized of beauty  cream where the image have “perfect skin” and are stereotyped as what all other women should ideally look like.Consumer begins to envy the promise of having beautiful flawless skin.Now publicity influence women to be hopeful and experience the glamour that they promise.Now days Social media has popularized the concern as “fear of missing out” if you are not good looking.