Question #1:According to Berger, how do “publicity”–what we would call advertising–images influence consumers and why is this significant?
According to what Berger says in “Way of Seeing Episode 4”, publicity proposes to each of us in a consumer society that we change ourselves or our lives by buying something more.He also mentions that the publicity also persuades us to spend more money by the method of telling people that would be such a great transformation by showing us people who have apparently been transformed would be enviable.It’s quite significant because people’s thoughts would be changed as more and more publicity arises.People would be mind washed by the contents which the advertisements convey. Nowadays, we have different forms of advertisements around our life, when we are browsing news at electronic devices ,we’ll see advertisements.When we walking in streets ,we can see advertisement from big screens of buildings.Even at bus stations ,we can still see advertisements.As far as I am concerned, this is not a good phenomenon because it would probably make us spend more money and lost the idea that we should manage our money correctly.
Question #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?
From my point of view, oil paintings ,especially old European oil paintings are very similar with each others.The reason why those paintings were created it’s because they wanted to show off their wealthy , social status, accomplishment etc.They aimed to tell everyone that they had better life comparing to most of the normal people.On the contrary , publicity pictures aim to gather more people maybe to sell something or publicize particular thoughts. The differences between oil paintings and publicity pictures decide they should be shaped by different ways.Therefore, the images for publicity should be more influential and more related to common people’s daily life.Meanwhile, publicity images also need to convince their customers that if they buy the item they can feel happy or have a better life like what is depicted in the images.
Question #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 states three different dreams here.And I would like to discuss the dream of later night.He describe it as that you are part of good life they smile at , they are part of good life you smile at.Everyone is surrounding by what brings pleasure buy it is you who will bring the greatest pleasure of all.This “dream” will make people feeling joyful if they have adequate imagination.However, dreams will not come true just by thinking.Their potential customers will feel a huge difference between dream and reality.They might think if they were so sorrowful in reality, they prefer last in dream forever.Then they will truly become the customers of wine company，cigarette company or any other company which sells items can make people feel happy mentally.
Hi Chang, yes I totally agree cigarettes companies capital on smoker, and the smoker can’t live without cigarettes, it’s kills them but like you said it keep them happy mentally.