According to Berger, publicity influences consumers in many ways. Publicity influences our minds and imagination. Berger states publicity persuades us that it will make us richer when it is actually making us poorer. This is significant because publicity convinces consumers that they need something. The differences of oil painting and publicity are important because it shows how both are expressed in separate ways. They reveal that the production of images for publicity are more complex and are based upon the envies of consumers.

One of the dreams Berger offers is the dream of a faraway place. This dream uses imagery to manipulate consumers because it makes them feel they need to go places. It proposes ideas to consumers. Consumers are convinced by the publicity and feel it is important to do it for themselves.