Ways of Seeing – John Berger – Episode 4

This series, based upon the book, as it says in the title, explains ‘ways of seeing’; beginning with the reproduction of classical art, right up to the modern photograph as used as an art form, as well as advertising.

In terms of publicity (advertising), Berger believes that publicity is the process of manufacturing glamour.

He believes that our lives will be improved if we buy something more. It persuades us that we will in some way be more enriched, or just feel richer in general, despite having spent money which leaves us poorer. It does this by showing people that have been transformed in the way that the advertising would like us to believe, creating a sense of envy.

Berger identifies several similarities between colour photography and oil paintings. Principally, the model takes the place of the idealised goddess in a colour photo. Sometimes publicity photography impersonates a painting, with models posed to imitate classical works of art, and sometimes paintings can be used to add prestige to photography. Colour photography also borrows upon the fundamentals of oil paintings, such as atmosphere, setting, pleasure and objects, poses, prestige.

Another major thing to note is that oil painting was developed as a way to give tangibility and texture to things; similar too the say that colour photography does. The main difference is that oil paintings were used to show what the owner already had in their possession, while colour photography (in advertising at least) is used to show what someone does not, but should, have. Appealing to a way of life which is aspired.

Berger believes that publicity offers us three dreams:

• The dream of later tonight. Everyone is surrounded by what gives them pleasure, but you are the greatest pleasure.
• The skin dream. A tangible surface.
• The dream of a faraway place. To conjure images of a place elsewhere

Publicity is clever in that it acts upon our anxieties; anxieties about money, to scramble to get more by giving money a magical quality, and that those who do not consume become faceless and non-existant, therefore plays upon people’s fear.