- Berger argues that “publicity” images depict an alternative way of life if we purchase this product. They promise if we modify ourselves or our lives by buying something more, this “more” will make us richer somehow. Their promise of wealth is significant because the reality is you will not be richer but poorer after spending your money. These images play on your fear of not being glamorous along with you wanting to be of a higher social status.
- These two images that Berger lays out for us are important because, within the differences, you are able to reveal the truth about publicity images. Oil paintings are giving us a picture that shows what type of life a person was living. It showed the person as they already were. With publicity images, the whole picture is a fantasy. From the background to the clothes, each element of the image is carefully created, contorted, and fixed in a way that tells a specific story that goes with the product’s narrative. Everything in the dream-like photo invites us “to enter them but exclude us as we are now.”
- Berger acknowledges the dream of “skin” in his video. This “skin” dream offered by advertising shows people with perfect skin and promises their product will make you look like the model. They use editing and lighting to show you this unattainable image of skin that is extremely clear of any texture, has no pores, and is free of acne. Claims made by celebrities or beautiful models telling you that this is their one miracle product, and you can look perfect too if you purchase this item. These empty promises persuade the consumer that they need this product. The consumer is filled with the thoughts of them having perfect skin and looking like this model so they can be prettier, more glamorous, and more desirable.
ENG 101: an Introduction to Composition and Research (Fall 20)
Ways of Seeing/Ways of Hearing
I like what you said very much. Advertising is more about drawing a beautiful blueprint for consumers, which is an unreal expression. What a sad thing it is for the modern society to make art full of copper in order to maximize commerce.
I agree with you that publicity can be a very good way of life. We usually pay more attention to publicity when we buy things。