In” Ways of Seeing”, Berger reports that advertising can make us richer in some ways by encouraging everyone in consumer society to buy more to change themselves and their lives. Even if the money we spend makes us poor, advertising persuades us to change. It creates glamour by showing people who have significantly changed and generating consumer envy. Also, glamour is a new concept for people in today’s life. It is for those who cannot accept that they are unattractive. Therefore, the charm has a certain commercial value, which is very important for advertising. Berger also explains the difference between what oil painting shows and what advertising photography shows. There are many commonalities between the two, but one is pure art and the other is commerce. At the same time, more commercial advertisements imitate oil paintings to create an ideal atmosphere for consumers, to achieve greater commercial value. It also reveals that society is changing constantly. People are no longer pursuing pure art, but more pursuing their charm and more wealth. Nevertheless, in “The Dream a Far Away Place”, advertisers use different situations to create a different atmosphere for consumers. This atmosphere is often the life that consumers aspire to achieve. And advertising precisely manipulates consumers to obtain the maximum commercial value by promising them a beautiful blueprint.

1. 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.                                  
2. 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.” 
3. 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. 

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

According to Berger, advertising images influence consumers because of certain imagery that can be eye catching for many and can cause this sort of hypnotized trance in wanting the item in hopes that it betters ones life and gives more meaning to them and look forward to something that can fit their best interest as a human being and this is significant because it gives in to the idea of why advertising images influence consumers so much at the blink of an eye.

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 between the oil painting and the photograph comparison the oil painting signifies a more raw take on what an artist already has but instead is more exaggerated on painting because of how extraordinary it is to them when in reality it’s the most simplest smallest aspect of their lives but goes to show how much they really appreciate it while photographs display a sense of wanting and needing and it tells us a lot about how much time they put into making photographs more pleasing through editing.

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?

Berger introduces 3 main dreams. The dream of “later tonight”, the “skin” dream & the dream of a “faraway place”. The one that mostly resonated with me was the skin dream because of how wildly rampant it is in todays society and how models have to show off and contain this certain lifestyle of perfection to simply impress and persuade consumers. This forces consumers to grasp on to this beauty standard which makes them buy.

1. According to Berg, “propaganda” suggests that each of us in a consumer society change ourselves or our lives by buying more. Advertising is the act of persuading and informing others of a better way of life. It is precisely the people and objects in the images we see that are placed purposefully and produce the desired results that we will make purchases to improve our lifestyle and make it more desirable.

2. Oil painting represents the reality that artists have lived and shows us what it is like to live, but propaganda does the opposite. It creates glamour and makes people think and dream of changing and becoming like them. It is something that some people dream about, capture on camera, and create a perfect life through some design. In propaganda, they act and manipulate images to achieve their ends, but in painting, their nature is to have no action, no darkness, and what they enjoy.

3. Berger emphasizes that the promotional images consistently represent one of the three dreams. “The dream of the night, you are part of the good life, they smile, they are part of the good life, you smile, everyone is surrounded by things that bring happiness, but it will bring you the greatest happiness, the next morning, you still have to pay the price; The same. Such propaganda works imaginatively, but it also does other things because propaganda pretends to explain the world around us and everything in its own way. In this type of dream, people express their class level, prestige, and action. Also, it feels good to be around other people and their companies. Feel signs of happiness and love. Thus, these dreams make people “envy” part of the glamorous world and lifestyle we live in, the things we own and everything we wear reflects this “glamour” or “envy” lifestyle. In today’s society, what we see we believe. Therefore, this material life affects the dream life of others. Images such as clothes, styles, drinks, cigarettes, etc. help to sell the product, if one person does not show up or promote the product, then another person will not be able to realize this dream. Without envy, there is no charm.

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

In accordance with Berger, publicity sells consumers a dream. Berger says “Advertising is effective precisely because it feeds upon the real.” This is significant because it shows how major corporations abuse real-life problems for financial gain. By highlighting the glamour of life within these advertisements, people often compare their beauty, wealth, etc. because it shows them a future where they’re living a more desirable life.

• 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 argued that an oil painting often highlights features that the artist is confident in, as opposed to advertising, which often uses societal pressure to sell a dream to consumers. The difference between the two is drastic, I believe Berger compared the two to furthermore explain how the production of images for publicity, abuse the realities & struggles of the public. In today’s world, knowing the difference Berger was referring to, is very important because it reminds us that we don’t need to change ourselves or our lives to feel confident. With Instagram models advertising health & wellness products, or an ad of men in suits telling you how you can make a fortune from your couch, we are constantly told that if we feed into a certain fabricated image It’ll somehow fill us with happiness or make us superior. But It’s short-lived, because like Berger said “The things which publicity sells are in themselves neutral” which means these things we’re being sold, mean nothing.

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

Throughout the video, there were 3 main dreams Berger discusses. The dream of “later tonight”, the “skin” dream & the dream of a “faraway place”. The skin dream resonated with me the most, particularly because of its popularity amongst society today. We are constantly chasing this artificial beauty because we believe we need to conform to society’s standard, companies abuse that and get consumers to believe if they invest in their product, they too will enjoy a much richer, fulfilling life. They manipulate consumers to buy beauty products with the promise of becoming more desirable to not only themselves but others as well.

Reading/Viewing Questions

John Berger’s Ways of Seeing Episode 4

After you watch episode 4 of Ways of Seeing (or even while you are watching it), provide short answers the questions below. 

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