The Language of Publicity Images
(from Ways of Seeing; John Berger)
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Publicity is not merely an assembly of competing messages: it is a language
in itself which is always being used to make the same general proposal.
. . .
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It proposes to each of us that we transform outselves, or our lives,
by buying something more. . . . Publicity persuade us of such
a transformation by showing us people who have apparently been transformed
and are, as a result, enviable. (131)
[In putting together some ads which make use of traditional oil painting,
Berger finds some common languages used in them:]
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The gestures of models (manneguis) and mythological figures.
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The romantic use of nature (leaves, trees, water) to create a place where
innocence can be found.
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The exotic and nostalgic attraction of the Meditteranean.
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The posed taken up to denote stereotypes of women: serene mothers (madonna),
free wheeling secretary (actress, king's mistress), perfect hostess (spectator-owner's
wife), sex-object (Venus, nymph surprised), etc.
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The special sexual emphasis given to women's legs.
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The materials particularly used to indicate luxury: engraved metal, furs,
polished leather, etc.
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The gestures and embraces of lovers, arranged frontally for the benefit
of the spectator.
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The sea, offering a new life.
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The physical stance of men conveying wealth and virility.
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The treatment of distance by perspective--offering mystery.
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The equation of drinking and success.
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The man as knight (horseman) become motorist.