Discussion 4


  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


  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? ‘


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.


  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?


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 thought on “Discussion 4

  1. Fuad Choudhury

    I completely agree with what you said about the dream of the night is: “The advertisement just uses this to give people the space of fantasy and imagination.”. And it’s very common.

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