In episode 4 of Ways of Seeing John Berger talks about how he thinks publicity is changing our lives and how it is going to change our future. Berger talks about how publicity sells ideas and dreams that if you were to buy the product or service life will be better, you will be happier afterwards. It sells us the idea that it can change our life and this is done by showing us images of people changing or in a better life style because they have the product. 

Berger talks about the relationship between oil painting and photography. He talks about how photography uses the same themes and styles used in oil painting, he shares that both use the same references. Photography takes much more inspiration from painting, some examples Berger listed were the landscape and scenery used in oil painting are being replicated in photography, models are copying the same poses that were found in painting such as Le Déjeuner sur l'herbe. He talks about other things found in painting which are being used again in photography such as objects, settings and symbols of prestige. 

Berger talks about 3 dreams that publicity offers us, one of the dreams is 'The Later Tonight', this shows us that if you were to buy the product being advertised you will become more happier but also the people around you will be happier. The second dream is 'The Skin Dream', the surface you can touch and feel making you feel luxurious because what you feel is luxurious and gives you pleasure. Lastly 'The Dream of a Faraway Place', giving the idea and thoughts of a faraway place where you can travel. Go somewhere else and have the ability of freedom. 

Finally Berger talks about how publicity plays with our anxieties. He points out two main ways they do it. One of the ways is about money, it makes us want more so it gives us the possibility to buy their products which will lead to pleasure. Another is the fear that we are not desirable unless we have the products.