Visual Culture: Andrea
Public pictures are showing us the alternative life, the dream we want to dream and the future we want to become. These advertisements are everywhere, they reach to us on every corner and even when we are not looking at them actively, they still stay on a back of our mind and projects in our dreams.
Berger is connecting public pictures with an envy. This emotion wasn’t present in the ancestors of public pictures, which are, according to Berger, oil paintings. Oil paintings are representing elegancy and power of its objects and owners, the most valuable characteristics of its time. What are these characteristics now in a world covered with advertising? I think it is beauty, as it was always, Berger calls it glamour. He says glamour is more than luxury, but on the ads there two goes hand in hand. And it is money the most. Thanks to money all these people can live their alternative lives inspired by advertisements. The money brings quite a pressure on a public and the anxiety. The think is, that these who can’t afford it are those who don’t want to be glamour. But who is that? It may go as far as to become nobody, just because of choice to not go the way linked by ads. Berger is using an example of manliness, where man who can’t afford glamour is automatically categorized as unwealthy and his face is deleted. He becomes nothing.
When Berger compared public pictures to oil painting, he commented that the similarities are in using many of the same references and celebrating the same think. If we look at the oil paint and at an advertisement we find the same poses, gestures, objects, signs of love and symbols of prestige. And it is a prestige what owners of oil paintings wanted to reflect. These people wanted to show their wealth and their power. An in this we can see the biggest different between the oil painting and public pictures according to Berger. He describes the advertisement showing what we want to have, what we want to achieve, but what we haven’t have yet. It makes us feel that if we buy the object our life will be different, better, we will be living the dream we didn’t know we want to. The different between oil paintings and advertisement are in a purpose and in an effect. Berger is commenting the references of advertising and oil paintings. Art is not direct, it is not personal by itself but the public pictures seams to be very personal, are they the art?
So how does the ad work? It is selling common object, nothing special, no dream, no alternative life. To gain that, it needs to add something exotic some context what makes the object personal. Berger is remarked that this context can’t associate with fear or another negative emotion and that the personality of a context has a limit.
I agreed with Berger in a description, how advertisements are disconnected from the reality. The example of a magazine, where one picture belonging to a starving immigrant child was followed by picture of drink what makes you feel the perfect way, showed a huge disconnection. It must have had some kind of self-reflection on the reader to see a pain and then being offered such an easy way to perfect life. It must have brought a suspicion. But Berger explained that by distance. He said that the reality of other people is not connected to us, on the other hand, the offer of an alternative life, the dream, is supposed to happen to us. We can see, Berger feels it is not alright this disconnection between reality and future offer, that these two words are missing a communication. He said: “The culture is mad.”
I wouldn’t say there is a big difference in an advertising at his time and today. The values didn’t change so much and the models, objects, gestures, poses neither. One different I see in lighting and technology in general. Today these public pictures are using all possible ways to catch you eye and keep its contain in your mind as for long as possible. I may add a hope, that this trend will stop and advertising will focus more on a quality then quantity and it will relate more to the reality and to the true values of humans and it will gain again the fame of its ancestors, oil painting, so we are surrounded by art and not just by design.






