1. The general concept of advertising is such that advertising produces glamour. Glamour, in turn, the happiness of being an object of envy. Thus, advertising is the opportunity for everyone to freely choose to change themselves or their lives by buying the advertised product. Nevertheless, advertising is an engine of economic progress that works for the consumer and the manufacturer, awakening the consumer’s desire to purchase the advertised product and at the same time satisfying the manufacturer. Further, the manufacturer is enriched by advertising and has a beneficial effect on the country’s economy, increasing the standard of living of the consumer and producer. Therefore, this cycle is very important for the development of the capitalist state.

2. According to Berger, advertising uses the same language as painting. However, advertising and painting have some differences among themselves. For example, advertising offers the buyer to improve their lives by buying the advertised product, while the painting does not advertise anything since it is in itself a private property. More significant differences are that oil painting belonged to those who profit from the market. However, advertising appeals to those who represent the market, i.e. viewer buyer. Oil painting as art has always been a sign of wealth and prestige while being a cultural authority in life and in advertising. Thus, painting is very useful for advertising as it demonstrates wealth and spirituality to the buyer, and stimulates the buyer to purchase a dream.

3. Everyone has different dreams. Someone dreams of an expensive car; someone wants to buy an evening dress. However, advertising does not realise these dreams, advertising only stimulates buyers to feel dissatisfaction with their existence and wish to acquire their dream in order to improve their lives. Berger mentions the dream of skin. Advertising speaks to the viewer about a future that may not come. Additionally, advertising depends on the visual language of an oil painting. Sexual poses in advertising only to attract attention and enhance the glamour of the image. Thus, images in a dream about skin show the viewer gestures, poses, and naked physical forms of men and women convey to the viewers the sensation that they can touch the image. Special sexual emphasis on the legs gives mystery to the image, allowing the buyers to imagine themselves in place of the model or near. Moreover, advertising allows the buyer to make a free choice of what to wear, what to ride, where to relax, and how to look.

1. According to Berger, how do “publicity”–what we would call advertising–images influence consumers and why is this significant?

According to Berger, publicity influences consumers by displaying “images of an alternate way of life.” These images pretend to offer the consumer a reward of a better existance if we were to purchase these items. They convince consumers that they will become enviable, which will make them happier. It is significant because we see these images everywhere we go, and even if we don’t remember these images, they still manage to influence our daily decisions.

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?

Berger explains that oil paintings like publicity images both revolve around the concept that “you are what you have”.  Oil paintings, however, were used to enhance the self-image of its owner. Publicity images are purposed to persuade people to purchase possessions. These images offer false promises of greater happiness in life, from better relationships to a better home. To achieve this happiness, one needs money to acquire it. These images are all created to enhance the selfish greed that is inherent in human nature. It feeds the need to feel like oneself is better than others.

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?

One of the dreams Berger alludes to, is the skin dream. Imagery in magazines, on TV, and now on social media offer a dream of beauty by purchasing their products. It manipulates consumers to believe that if you buy them you too will share this beauty by having flawless skin and in turn be more desirable. This deception is furthered by technology, beyond that of the lighting and cameras of Berger’s day, and has evolved to include digital tools that enhance the image to be more visually pleasing than the reality could ever be. This technology has enabled anyone with a computer to enjoy this manipulation of images to sell you their own experiences online.

Question- 1:

First of all, we are surrounded by images of publicity/advertising in our daily life. The images encourage our imagination by expectation. John Berger pointed out, “It’s a language with words and images which calls out to us”. In reality, publicity hypnotizes our mind to buy specific products which have values or can bring high-status to us. John Berger pointed out that “Publicity usually persuade us to buy a product to make ourselves rich, even though we will be poorer”. And that’s the purpose of publicity. People who, influenced by publicity buy products and become envy to others. As a result, other people who are unenviable tries to buy products for high-status and here publicity what manufacture the glamour. Glamour works through the eye and the mirror and without social envy, glamour cannot exist. Also, glamour did not exist in the era of the oil painting. Another point is publicity abuses public figures for sell specific products. Moreover, publicity is very significant I think. The reason is most of the profits of selling products are come from publicity. Publicity changed our mind and creates a delusion to buy a specific product to reach in high-level from low-level, even though it’s making us poor/meager. However, publicity uses some methods of art to sell the product such as: atmosphere, settings, signals or objects to sell products.

Question- 2:

Oil paintings usually trying to show what someone is capable of and their status in the society. It describes someone’s own feeling of his own worth. Also, it displays the perspective on himself as he as of now might have been. The people who could pay for oil paintings were at the head of the social class. That’s why they didn’t have yearned for additional. On the other hand, publicity uses oil paintings for advertising products what creates an eagerness to humans’ mind to buy products. Oil painting have been swapped by the model. Publicity uses some strategies of art to sell the product such as: atmosphere, settings, signals or objects to sell products. Eventually, it affects people’s wealth for some temporary excitement/pleasure. As a result, publicity wins and human lose, but not for everybody.

Question- 3:

John Berger explains three kinds of dreams, what are used in publicity. One dream is “The Dream of later Tonight”- Everybody is encircled by what brings joy, however it is you who will bring the best delight of all. This dream displays individuals incredibly appreciating each other’s conversation with all the members being attractive and very sharp looking. Here the most enviable person becomes the role model of the party and also the splendid person. However, thoughts like this is the most common imagination of human and publicity uses this for sell specific products. Usually we can see advertising of scents, diamonds/jewelries, watches, suits/outfits what related with “The Dream of later Tonight”. As a result, people get mesmerized and thinks without that dream related products, he/she cannot be the attractive human in the society.

In the Episode 4 by John Berger, we realize that images in the publicity influence consumers and it is very significant for them. As we see in the film, every detail in the advertising images is studied minutely in order to have an impact to the viewers. The goal is to make consumers enviable the product, to think how to get this good even if we don’t have money to buy it. In addition, the publicity is arranged to push clients to plan to save money only for the purpose of buying that object. Therefore, the publicity has an important role to play between business compagnies and customers. It gives us dream that if we own that product, our life will change, and other people will respect us or will think to create some personal relation with the owner. For example, the publicity of the car gives some information about the difference between the old model and the new one; in the publicity we can read or heard how the comfort it is, speed etc.

We see how the presenter shows the difference between oil painting and images publicity. in the European painting or any other painting, the painter shows to the viewers the achievement of the person in the art. The wealth that he or her owns, the painting is another way to celebrate the success in his life. it symbolizes his prestige or glory in the society where he is leaving. For example, we can see in some painting men surrounded by a beautiful woman and a lot of fruits or objects in a period of the society, the personage in the painting is showing abundance and good life. In contrast, publicity is to create feeling or envy to have something that we don’t own yet. Therefore, this sensation can push us to work hard and save money to buy that object in the publicity. The production of images for publicity is something that organized by the company to incite customers to have a planning, to work for something.

Nowadays, we know that advertising good touristic images is one the key to attract customers in order to improve the economy and develop countries. In that case, many tourism agencies work hard in collaboration with organism in charge for publicity. We see in the television, in the new paper or in the public notice many good images that can create an envy for us to visit the country. These images are always arranged to make touristic places more attractive and cheaper than other counties. But, when we travel to that country, the reality is very different to what we saw in the medias. Generally, they never show in the publicity the poverty or any king of problem that is facing the country. On the other hand, the tourism is organized in the way that, the visitor buys more or spend a lot of money in that country. For example, we see many countries are complaining about the current quarantine due to covid-19 because they are not getting people (tourists) to visit their country. That mean what we see in the publicity could be sometimes different to the reality and their goal is make us to spend money.

DQ 1 :

According to Berger ,” publicity” images Influence consumers because it proposes us, we, in consumer society  that bee change ourselves or our lives by buying something more , and the “more ” publicity persuades us . It also will make us in some way richer ,even though we will be poorer by having  spent our money. It persuades us of this transformation by showing us who have apparently been transformed and are, as a result , enviable .And the way publicity persuade, transformed into envy people is what constitutes glamour .That’s why Berger said  publicity is the process of manufacturing glamour.Glamour goes deeper than how things looks.For example , we bought things online or in store  by simply because we felt in love of how they look or they was displayed .but at the end that we got them we realise we don’t even don’t need them necessarily.

DQ 2 ;

As Berger compares oil painting to publicity (advertising) photography, he 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 .” these differences are important because they have much in common . Sometimes ,publicity impersonates a painting. Examples of real people pose like figures in Manet’s Dejeuner Sur L’Herbe.Works of art are used to give prestige to a publicity scene .

DQ 3 :

The dream of faraway place , as described Berger , To lie down on a bed , to allow one’s thoughts to pass through the light of the window , to travel elsewhere , conjuring images. Distances without horizons . To be two worlds at the same time , just where Europe ends .The other world,  violent , infidel, full of Unknown passions. wearing your own clothes next to your own skin, you join the nomads .It is dawn . You are innocent ,you are pure , you are ready to travel again. 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 .It adds up to a kind of philosophical system. We felt in such  traps willing to try to live our dreams as reality Without weight the price that we have to pay for .

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

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? ‘

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.

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?

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. According to Berger, how do “publicity”–what we would call advertising–images influence consumers and why is this significant?

The purpose of advertising is to make us dissatisfied with our present life and use our jealousy and vanity to stimulate us to spend money to buy things, so as to make us feel satisfied and attractive to live, which is also an important means to promote economic development.

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?

Paintings are the media for the owners to show wealth and real-life and celebrate their private life. Advertising shows an unfulfilled future because advertising can bring people desire and charm and make them happy. This encourages the idea that money and power are the answers to all questions.

3.  Choose one of the “dreams” he offers or thinks of your own. How does this dream offered by advertising use imagery to manipulate consumers?

Because dreams are so far away and hard to fulfill, advertisements show us a good image, and we may be envious and envious. Advertisements bring us a good way of life. When we buy things, we will feel happy because we have things that others don’t have or things that other people can’t get.