In John Berger’s Ways of Seeing Episode 4, he observes that advertising images are all around us and affect us in ways we might not even realize. He states “We change ourselves by buying more.” In other words, Berger is saying that advertisement images are promising consumers that if we buy their products, we will become members of elite society. This is significant because, Berger asserts, it persuades us and makes us covet objects and lifestyles that we don’t have.

When you state that “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.”” it allows us to compare why these differences are important. They are important because even though oil paintings and advertising photography are similar in the way that it shows a glamorized version of reality, in the past aristocrats were born into riches, whereas the poor or working class did not usually have access to these works and did not have a chance to rise above their status and obtain them. Whereas now, we are in a democratic society, in theory anyone can rise above their class to reach a higher status. This in turn proves adverts to be more persuading and able to make us envious, by suggesting that we can change our status just by purchasing their products.
According to John Berger “The things in which publicity sells are in themselves neutral, just objects and so they have to be made glamorous by being inserted into context which are exotic enough to be arresting but not close enough to us to offer a threat.” The essence of Berger’s argument is that production of images for publicity is highly thought out and planned, so that the images can affect us deep within our core, subliminally, to the point where it manipulates us without us knowing.

In one of John Berger’s dreams, Later Tonight, he frames it as being a dream in which you are sexually desirable. He states “Everyone is surrounded by what brings pleasure, but it is you who will bring the greatest pleasure of all.” In making this comment, Berger is saying that even though the women in the adverts are having a good time and surrounded by alcohol and other pleasurable things, they are only looking to you to give them pleasure. This is corroborated by the images used by the advertisements that Berger selected. He shows many images of women looking at the male or male viewer with a sultry gaze, even though she is usually surrounded by a party.

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

Advertising makes consumers want to buy things they don’t need but will pursue the consumer in many ways to make them think it will change their lives and the way they living if they buy what’s advertising. This is significant because all this brand and publicity are making these people believe things that are not really going to change unless you have money for it, it will make the publicity true. If not you will have the product but living the same.

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?
2. Oils paints had already had its meaning that they were already living that life more real compare to publicity was they wanted you to feel guilty that you deserve that life you deserved that living even that you couldn’t afford it. I think both have a different meaning and oil painting will be something that was there something you could really have an image. Compare to the publicity they want you to buy or make you feel mandatory to buy. They both are different but have almost the same meaning.

1. Choose one of the “dreams” he offers or thinks of your own. How does this dream offered by advertising use imagery to manipulate consumers?
2. The dream of “Later tonight” this dream shows how you could be having a good time and makes you feel like you in the image makes you imagine you enjoying yourself with some drinks that when you wake up from reality you will still be desiring it the next morning. It kind of eats you up thinking it will make you different when they will enjoy the time with you until you finish your money then you won’t be in the group. But make you think you will be them.

According to Berger, “publicity” influences people to believe that buying the products they are offering will make their life better, that they will be more glamorous and wanted by everyone. It is significant because even though it is clear that buying one product will not change their lives significantly, they believe that it will make them richer and they would be ambitious about the money, even take out a loan which make make them poorer than they are right now.

In the video Berger argues that oil painting is based on the owner’s wealth and possessions, which are often given to him at birth, while publicity pictures portrays the way of life that we hope to have yet have not reached yet. These differences are important because while oil paint seems unrealistic to many people and does not make them want to have that life, publicity pictures manipulates people to believe that if they spend a little money and acquire the products, they can because exactly like a model in the magazine or on the TV. Even though both of them are only a fantasy to many people, pictures seem realistic to the consumers.

One of the dreams that Berger offered was the “skin dream.” Skin product advertisements targets consumers who desire a smooth and beautiful skin. By showing the models using skin products and improving their beauty, and by promising that it will make everyone beautiful, the consumers will believe that only if they could afford the same skin products that models use, they can have their dream skin and have a better, wonderful life.

1. 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.

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?

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.

1. 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.

According to Berger in “Ways of Seeing”, publicity influences its consumers by providing them the illusion of appearing richer. The consumer is given the feeling of being cooler and having glamour. By buying the product, they can have a sense of superiority over others. Berger argues that the oil painting displayed the owner enjoying life with what he already had while the publicity pictures “appeal to a way of life that we aspire to or think we aspire to.” These differences are important because the oil picture represents how people should be happy with what they have and who they are. The publicity pictures show a fantasy world, one with the desires of a consumer. One of the dreams Berger describes is referred to as “The dream of later tonight.” The imagery used in this dream can be used to manipulate customers using an atmosphere that they desire. Everyone is happy and after all is over, they too will remain satisfied.

In “ways of seeing”, Berger says that “publicity” influences its consumers by persuading them to believe that if they buy this specific item it will make them richer. Or will provide this feeling or glamour in their life.

Berger stated that publicity images “appeals to a way of life that we aspire to or think we aspire”. Whereas oil paintings “showed what the owner was already enjoying”, however I believe that the oil paint images is also a piece of the aspire to be. Oil paintings to their owner was a still shot of what they have gained in life. Showcasing their possession trophies. Giving you the illusion that it “Showed what the owner had, but to a guest of the home the picture can be taken as a publicity. It now creates, as Berger stated, an envy. Creating the true difference of an oil painting to the owner. And the publicity that comes from when the painting is being viewed by someone with a less lavish life. Knowing this helps markets excel when it comes to publicity. They use these “possession trophies” and put it in the face of those looking at the photo. In a sense playing with their mind to create a thought saying “This could be you”.

Walt Disney World’s “Where dreams come true”, puts out a call to the inner child in every adult. And the imagination of a child. It gives off the illusion that everything you wish for, can come true if you come and visit their amusement parks.

According to Berger “publicity’’ or what we know it as advertisements are constantly all around us on walls and screens especially so today with how far technology has come.  It shows us an alternative way of life and its being jammed into our thoughts at all times.  We might not remember every advertisement we see but in the moment, we take it in.  These constant simulations put us in a different place somewhere else out of out own reality something closer to dreams.  This “Publicity” or advertisements influences consumers that we should change ourselves or how we live for the better by buying something more.  They want to show consumers that you are in fact getting richer by buying said thing even though you are getting poorer by having spent your money.  These advertisements portray people who have purchased said product and are now better off for doing so.  Your envy of those people is what constitutes glamour, and publicity is the process of manufacturing glamour.

For those who owned the oil paintings the idea of glamour did not exist.  During that era everyone’s place in society was determined by birth without the social envy glamour could not exist.  As for advertisements Berger explains that it becomes more common in a society that has moved more towards a democracy, where status should be in theory open to everyone but actually is only enjoyed by a few.  The oil paintings and the publicity images actually do have things in common.  Advertisements can impersonate paintings and other works of art to portray their products in a different light.  Advertisements share many of the same roles and ideas all relate to the principal that what you own is who you are.  Oil paintings showed what the owner already had and how he lived, it did not show what the owner had done to have that wealth and way of life.  Publicity on the other hand shows us a way of life that we aspire to have but do not yet have.

The dream of a far away place influences you to come visit this city or country you can’t afford not to.  It’s a dream of laying on the finest beaches and drinking the finest liquor surrounded by beautiful women.  Not what it will cost and when its over you return to your normal life.

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

According to Berger, publicity makes us want to purchase more items in order to make us feel more rich and valued when in fact we are wasting our money on items we don’t need.

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?   

These differences are Important because they can make us understand the differences between the real world and fantasy. The advertisements are a fantasy of our reality. We see beautiful women , the best products , amazing views and we want that for ourselves.  We spend more money trying to fit in and also trying to feel fortunate. Which often times can change a person. Burger explains that  the oil paintings were a depiction of what was already the reality. Publicity is the art of capitalism and The oil paintings were the quality of life of wealthy owners.

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?   

In “The Dream a Far Away Place”, advertisers use different situations to create a different fantasy for consumers. This fantasy is often the life that consumers desire to have. Advertising manipulates consumers to obtain the maximum commercial value by showing them what they want not what they need.

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.