Ways of Seeing by John Berger
John Berger's Ways of Seeing is a book and a BBC Television series about how we view paintings and pictures. It also looks into advertising and how our perceptions can change by something getting presented in a different way. In the introduction Berger states,' It is seeing which establishes our place in the surrounding world.' This shows the importance of visuals and that they have the ability to change peoples' emotions and self perception.
Berger believes that publicity will change our lives as he states, 'Publicity proposes to each of us in a consumer society that we change ourselves or our lives by buying something more.' By this he means that in our world today we are always looking to improve our lives and that we change the way we view ourselves when we buy a product. We also feel somewhat richer even though we are technically becoming poorer by buying more. Publicity persuades us by showing a transformation when selling a product, it makes us as the viewer believe that we will be transformed into a better version of ourselves. Berger also says that 'The state of being envied is what constitutes publicity in the process of manufacturing glamour.' A way to advertise and persuade a viewer to buy a product is by showing it in a glamorous way, glamour sells. Our society is always trying to find different ways to be more glamorous to make ourselves more desirable. Berger says that 'Glamour is for everyone that thinks they can be glamorous.'
Berger identifies a relationship between oil painting and colour photography through comparing paintings and photographs. For example in the photos below he is comparing a fashion photoshoot to an oil painting, he states 'These parklands and trees were once laid out in the same spirit as the landscapes in oil paintings in which idealised nymphs and goddesses played.' From analysing the painting and the photograph he is showing that many photoshoots are inspired by classic paintings. The nymphs and goddesses are symbols of grace and elegance which is now seen as glamour. He also states ' Everybody's place in society is more or less determined by birth, personal envy is a less familiar emotion.' This quote shows that everyone is also envious of other people but not themselves. Sometimes publicity impersonates a painting and works of art are used to give prestige to a publicity scene. Publicity and oil paintings use many of the same references and celebrate the same qualities in things, share many of the same ideals. All of them relate to the principle that you are what you have. Their purpose and their effects are very different. The oil painting shows what the owner was already enjoying among his possessions and his way of life. It consolidates his own sense of value. Publicity is different as it appeals to a way of life we aspire to but have not yet achieved.
Berger identifies three dreams that publicity offers us:
- The dream of later tonight, you are part of the good life they smile at. Everyone is surrounded by what brings pleasure, but it is you who will bring the greatest pleasure of all.
- The skin dream, the surface you can touch, the skin without a biography.
- The dream of a faraway place, to allow one's thoughts to pass through the light of the window. To travel elsewhere, conjuring images, distances without horizons.
Berger states that publicity works on our anxieties in two specific ways:
- urging each of us to scramble competitively to get more.
- making money appear as if it were itself magical.
This may persuade a few people to use a bank credit system despite the very high interest rate.
