- 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.
I completely agree with your third answer that social media has enhanced and “popularized” this concept of missing out. People today see social media posts and subconsciously envy those people without much thought as to how fake and manipulated these images are. They are deceptively changed for similar reasons to those of advertisements, or publicity images, to make people feel less adequate. On social media, much like advertisements, fuels that inadequacy, to make people enviable.