- According to Berger, how do “publicity”–what we would call advertising–images influence consumers and why is this significant?
Publicity is the act of showing what we can have if we buy it. it makes people believe that they need these products in their life and if they have it, it will make them feel that they are special and become part of them. This is significant because it makes them acknowledge that they are part of that group.
- 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?
These differences are important because it shows us how publicity works and how they manipulate people to get the product. During the oil painting, glamour did not exist during these times. Instead, what did exist was elegance, authority, and grace. The oil painting shows how the person is living as John Berger states, back then your social position was determined at birth as opposed to what you wear and how you look. However, publicity has a purpose. They try to get u to believe in certain products and think that their life will be better.
- Choose one of the “dreams” he offers or thinks of your own. How does this dream offered by advertising use imagery to manipulate consumers?
Berger introduces 3 main dreams. The dream of “later tonight”, the “skin” dream, and the dream of a “faraway place”. The skin dream shows advertisers promise people to get better skin or be like a model if they use this product. They show how after using this produce ur skin change and give you the beauty standards that everyone wants to achieve.
