notes on Ways of Seeing by John Berger

convinces us that if we buy things we'll be richer, even though we are poorer for having spent the money

envy becomes a common emotion in a society that has moved towards democracy, but only gotten halfway.

envy was non existent in days of old, when status was determined at birth
its only now we're born equal

oil painting and advertiseing have much in common.

both celebrations of private ownership.

all of them related to the principle that you are what you have.

oil paintings consolidated his own value.

publicity appeals to a way of life we aspire to, or think we aspire to.
it suggests taht if we buy something our life will be different from what it is.

but you can only achieve such things if we have money.

promotes the illusion that a mans ability to consume is directly related to his sexual validity. (status anxiety)

plays upon fear.
often the fear of not being desireable.
convinces you you're inadequate as you are, but offers a dream in reconciliation.

later tongihht dream
skin dream
escapel dream

publicity ads up to a kind of philosophical system

the things it sells are neural, so the things have to be made alluring.
exotic enough to be arresting, but not close enough to be a threat.

one ad then Pakistan aid then another ad. with the disparity/fissure between these pages one can only assume this culture/society is mad. one pages like these, reality itself becomes unrecognisable
all are elements of the same culture

what do word mean when juxtaposed like this?

what happens out there happens to strangers, whose fate is meant to be different from ours

but what happens in the ads/dream is meant/ are supposed to happen to you/us

an idea (mine): put poverty into the dream?, make it meant to happen to us?

the two worlds' contrast is beyond understanding

what is the connection between these publicity images and our own lives

oil paintings surrounded by gold frames meant to symbolize wealth etc


what surrounds publicity pictures is us as we are, showing the difference