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.
- According to Berger, how do “publicity”–what we would call advertising–images influence consumers and why is this significant?
- 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?
- Choose one of the “dreams” he offers or think of your own. How does this dream offered by advertising use imagery to manipulate consumers?