According to Berger, the act of “publicity” or advertising is the essentially trying to get consumers to imagine an alternative way of life to influence them, that we can change ourselves and our lives by buying something more. This is significant because it leads consumers to believe they are in some way richer, even though they are getting poorer.

Berger argues that though oil paintings and photography are similar, oil paintings are an act of art while publicity photography is an act of commerce. Oil paintings “showed what the owner was already enjoying among his possessions and way of life;” “it enhanced his view of himself as he already was.”  Publicity on the other hand, “appeal to a way of life that we aspire to or think we aspire to.” These differences are important, oil paintings enhanced the subjects view of themselves because it showed facts of their life. Publicity photography suggests that if we buy whatever it is offering, our lives would be different from what it currently is, but it can only be achieved if we have the money.

One of the dreams he offers is the dream of later tonight. The images used in the advertisements manipulate consumers by allowing the consumer to hold onto the promise that with money you too can be surrounded by the greatest pleasures. The images depict groups of people smiling and laughing, all very well dressed, with drinks in their hands. It brings about the illusion that money and happiness are one and the same. 

According to Berger, publicity influences consumers “images of an alternate way of life”. These images pose to present the consumer a reward of a higher quality existence if we were to buy these items. They persuade consumers that they will become admirable, which will make them more contented. It is significant because we see these images everywhere we go, and even if we don’t recall these images, they still manage to impact our daily decisions.

Berger explains that oil paintings like publicity images both revolve around the concept that “you are what you have”. Oil paintings, however were used to enhance the self-image of its owner. Publicity images are intended to convince people to buy  belongings. These images present inaccurate assurances of greater contentment in life, from better relationships to a better home. To attain this happiness, one needs the finances to obtain it. These images are all generated to magnify the self-centered greed that is ingrained in human nature.

One of the dreams that Berger alludes to, is the skin dream. Representation in magazines, TV, and now on social media offer a dream of allure by buying their products. It manipulates consumers to be convinced that if you buy them you too will share the allure of having unblemished skin and in turn be more appealing. This fraud is given advancement by technology, far off that of the lighting and cameras of Berger’s day, and has developed to include digital tools that amplify the image to be more visually pleasing than the reality could ever be. This technology has sanctioned anyone with a computer to enjoy manipulation of images to sell us their own experiences online.

According to Berger, “publicity” what we would call advertising images influences consumers to buy products or portray a lifestyle they wish to have. Businesses have strategies to promote their products by having attractive models, or you might see a car, a house, expensive jewelry as the background to persuade consumers into buying, making them feel glamorous but in reality just selling them a dream. The importance in the differences Berger expressed about oil paintings and publicity pictures are dreams vs. reality. Oil paintings display the artist’s worth and see life within the painting showing authenticity. Publicity is advertising; if we buy a particular product, the better life would be but, in reality, just wasting money and making you poor and the rich richer. The production of images for publicity reveals to us how every day we are influenced by society. If you have the money you put yourself at a higher social class and control. One of the dreams Berger offers is “The dream of later tonight” where he shows a group of well-dressed people laughing and having a good time in an upscale restaurant. The image advertising that money can buy happiness and puts you in a better position in life, but money doesn’t buy happiness in reality. 

Representations of women today objectify them in the same or similar ways as what Berger argues about women depicted in Renaissance paintings. Typical representations of the female nude in the European artistic tradition were made by male artists, who put woman on display for the pleasure of a presumed male spectator. However, women now have more control over their images in the media and are less determined by the male gaze. As a woman, I don’t think sexuality plays the same role in images of women today but a woman will always be judged no matter the time we are in

According to Gerald Graff and Cathy Birkenstein, writers should use the model of “entering the conversation” in their writing because it allows you to listen to other people’s perspectives while you contribute your own ideas. I agree that learning to look at art work can help us analyze other situations because it can help enhance our communication and analytical skills. It helps use your imagination by looking at small details that can hold a larger meaning.

I agree that representations of women today objectify them in more ways than the renaissance paintings. Back then all men had were just that… paintings. Now with advanced technology you get more. Videos for example are just the tip of the iceberg. There are sites used as well. I think all women are determined by the male gaze. They all like to feel wanted and desired. Some women seek validation in the male gaze. But women don’t want to be seen as an object that men can use for their advantage and pleasure. They want to be desired due to societies portrayal that being wanted is something we should all want and experience. I think in certain cases women have control over the images that get put out into the media but in other situations they do not. I think women will always be sexualized, no matter what era we enter.