Customers are influenced by advertising because they are surrounded by them everywhere they go. All kind of these images are an integral part of our lives and that is why is practically impossible to completely avoid them. We are swallowed by the commercials, and all of those images are stimulating our imagination. Propagation of the product appeals and concentrates on the viewers’ ego. The purpose of the modern way of how we perceive the pictures is to make us believe, that if we get a specific product, not only we could become better people, but we will become the most precious pleasure of the company/society. The only thing we have to do is spend our money and possessed the goods, but that is very misleading and false.
In the old oil paintings, there wasn’t a pictured way, how the person achieved the success or assets. It was rather a celebration of already achieved success. According to Berger, advertising is promoting the product itself but in some desired context of life to attract a buyer. It is very important because many of us unconsciously believe, that by buying the advertised product we buy the acceptance of society as well as a certain lifestyle. I think that nowadays we think success is mainly about possessing some goods and that is not good.
A good example of what Berger used was skin. By purchasing promoted products, we are not going to look more beautiful, as it is pictured in the commercials. But many people are imagining, that by buying and using that product their skin and also themselves, will become more desirable and in the center of the attention of others. They believe they will become more popular. But unfortunately, they just became manipulated by the nice pictures.