1.The images influence consumers by showing the illusion that by buying this object will change your life from what it is. This also applies to the relationships you have with people. The idea is that if this possession is obtained will make you seem different from others as well. The reason that this is significant is because of the direct correlation to how important it is for people to have glamour. John Berger states that those who do not have glamour become nonexistent. Advertisers understand the need people in society have to be seen or acknowledged.

2.The reason that oil painting and advertising images are different because one has a financial agenda while the other has an egotistical one. The paintings show what the person has already. The paintings were basically a mirror or reminder of they’re wealth. However, the images show that if you have “this” you will be worth more. The image preys on the fear that people have of them not being enticing. It implies that the consumer is worthy or good enough if they have the product advertised. Ultimately the difference between the oil painting and the image reveals that the production of advertisements is for economic gain.

3.One of the dreams John Berger discusses is the “Dream of Later Tonight”.The consumer is suggested that he or she will be the life of the party if they buy the possession. The use of imagery that the advertisers use is the people surrounding the buyer of the said product seem happy. An example that John shows is an advertisement for cigarettes. The man holding the product illustrates the joy everyone has with him for obtaining it. The image appeals to the dream of making everyone happy and being the center of attention. Even though we as people know this dream is ultimately unattainable.