John Berger: Ways of Seeing

John Berger: Ways of Seeing

“In our urban world, in the streets where we walk, on the buses we take, in the magazines we read, on walls, on screens, we are surrounded by images of an alternative way of life.”

Below is episode four of Ways of Seeing. A documentary series based on the book of the same name which is presented by John Berger, who wrote the book.

• Comment on how Berger believes publicity will change our lives

John Berger believes that publicity will have a massive effect on our lives, especially on our what wallet. Publicity makes us pursue expensive items, expensive lifestyles. When you look at a poster of a man wearing a Saville Row suit, most people will feel envious, I know I do. Some people will feel so envious that they will part with their cash just to be a part of that lifestyle, it reminds me of a joke I’ve seen on social media before, it was along the lines of don’t buy that £300 pound handbag, instead buy that £10 one and put £290 inside it. Essentially publicity is going to push people to the brink, there going to make people think they are weak unless they buy their products.

• Comment on the relationship that Berger identifies between oil painting and colour photography

“Began by considering the tradition of European Oil Painting, it has ended by us looking at publicity images today because I believe in many respects, these images continue that tradition”

John Berger believies there is a very strong link between Colour Photography [Publicity images] & Oil Painting. He feels Publicity is a continuation of Oil. This is because he can notice many devices that are used in advertising which were also used in paintings. For example atmosphere, setting, pleasures, objects, poses, symbols of prestige, gestures, signs of love

There was also a scene where Berger created a colour photograph where people replaces the Goddesses that were present in Oil Paintings.

Also, oil paintings were portrayed on canvas, they gave texture and tangibility to a subject, this is something that color photography definitely does in an advertising sense

• Berger identifies 3 dreams that publicity offers us – name these three dreams

The three dreams that John Berger names are:

The Dream of Later That Night, everyone is surrounded by what the like, what gives them pleasure. But you’re the one who gives the most pleasure. Essentially your centre of attention

The Skin Dream, something you can touch, a tangible surface you can engage with

The Dream of a Faraway Place, a life elsewhere

The first two dreams seem to have a strong feeling on the idea of Sex Sells, or at least have those types of connotations.

• Berger states that publicity works on our anxieties in two specific ways – what are these?

John Berger states how clever advertising is because it can play on our anxieties. Especially our financial worries. We always dread that day when our card declines in front of everyone. Essentially your not cool if you don’t have money. Publicity is “urging each of us to scramble competitively to get more making money itself appear as if it was magical … This way persuade a few people to use a bank credit card system despite the very high rate of interest”

Credit Cards essentially mean you can buy something you can’t afford at the moment, so you can buy a rich lifestyle and you can worry about the bills later. Loads of people get caught out with this in the real world.