Berger believes that publicity changes our lives by buying something more, as it persuades us the it will make us richer in some way even though we become poorer by spending our money.

Berger identifies the relationship between oil painting and colour photography by saying oil painting was a medium designed to render on canvas the physical texture and tangibility of things. Berger then says the colour photography performs a similar role.

The 3 dreams publicity offers us: The dream of later tonight (bring great pleasure), The skin dream (surface you can touch), The dream of a faraway place (to travel elsewhere).

Ways publicity works on our anxieties: money, the fear of not being desirable.