- According to Berger, how do “publicity”–what we would call advertising–images influence consumers and why is this significant?
According to the Berger “publicity” proposes to each of us in a consumer society that we change ourselves or our lives by buying something more. Advertising is the act of persuading and informing others of a more desirable way of life. It is the people and the object within the images that we see that are purposefully placed with the desired consequence that we will make a purchase to improve our lifestyle and become more desirable.
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?
Berger illustrates that publicity and oil painting use many of the same visual language and same ideals. He argues 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.In the video Berger presented the differences of oil painting to publicity side by side the oil painting showed what its owner was already enjoying among his possession and his way of life. Oil painting is the possessions and way of Life of the owner, his own value and it enhanced view of himself as he already was it began With facts which it didn’t take into account . oil painting shows the owner corresponds to the condition of his own life. Moreover,oil painting, before anything else, was a celebration of private property.
On the other hand, Publicity images rely on viewers having a certain reaction. It is to make the spectator marginally dissatisfied with his present way of life. It convinces the buyer to buy a product to have a better life and gets some people before and after getting this product of whatever they are trying to sell and show how happy they become after buying this product. Publicity speaks in the future tense and yet the achievement of this future is endlessly deferred.
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?
Berger highlights that the publicity images always depict one of three dreams. “ The dream of late tonight you are part of good life they smile at they are part of the good life you smile it everyone is surrounded by what brings pleasure but it is you will bring the greatest pleasure and next morning you will still fee; the same about it. Such 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. In this type of dream people manifest their class level, prestige and action. Moreover, it feels good around other people and their company. It feels pleasure and signs of love. Consequently, such dreams “ envied” people to be the part of the glamour world and glamour lifestyle in which we live, the things we own and the things we wear all in which show this type of “glamour” or “envied” lifestyle. In today’s society what we see we believe. So, this kind of materialistic life influences others’ lives to dream. Imagery such as dresses,style, alcohol, cigarettes etc help to sell the product and if one does not show up or publicity the product then other will not achieve this type of dream. Without envy, there is no glamour.