John Berger argues that advertising can be found everywhere. For decades, models have been used for promoting products and creating and modeling products are symbiotic. Nowadays, the nature of publicity has changed dramatically. Some celebrities sell their tweets or may use their sponsor products to post pictures on Instagram, and these posts are not explicitly marked as sponsored. Therefore, the company pays the celebrity a sum in exchange for a small publicity act, which allows the celebrity to benefit from his popularity and influence. Consequently, viewers feel awe, envy, and aspiration for the model and they are motivated to own the product. The model’s public image is reinforced by the product she is promoting, whether it reflects strength, wealth, beauty, intelligence, style, or fame. Therefore, both the model and the products promote each other.
For generations, the public has impersonated or incorporated painting materials for use in effects such as objects and poses. Modern advertising is mostly based on a style that is copied from vintage advertisements and applied to contemporary advertising, rather than on actual paintings. According to Berger, the difference between an oil painting and a publicity image is that an oil painting was meant to increase self-confidence, while a publicity image is meant to inspire the public. The public promotes, and money signifies (sexual) power, desire, and sufficiency Advertisers tell us we are inadequate but promise that we will purchase their product.
We dream of enjoying the life of a party, enjoying the luxury. This leads us to think that if we spend money on expensive dinners and look sophisticated, we can create a fun atmosphere and bring the most pleasure. We may wake up next to the person we thought we had pulled in the night before.