Ways of Seeing

1748 Words Sep 18th, 2011 7 Pages
Ways Of Seeing (Chapter 7)

In today’s world, marketers and advertisers are fighting for every spot they get to display their ads and market their products. The ultimate aim is to get as much exposure as possible. This in turn, they hope, will translate into sales. The literature “Ways of Seeing – Part 7” underlines the theory of publicity. I chose this literature because it elucidates the backbone of marketing and advertising – publicity. It interests me because designers and advertisers revolve their careers around for many years in order to obtain ‘Publicity’.

‘Kodak sells film but they doesn’t publicize film. They publicize memories’ (Theodore
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Berger highlights this difference by giving examples of Mrs. Siddons by Gainsborough and Andy Warhol’s Marilyn Monroe which, although have outstanding elements of a painting but fail to be ‘objects of envy’.

When looking into the differences between publicity and oil paintings, another consideration is the tense with which it is referred to. While the subject of oil paintings associate to the moment they are created in, the contents of publicity refer to the possibilities of a superior future enhanced by the product. Also, oil paintings are a possession of permanent nature or precisely, a depiction of the present lasting for the future, which in case of publicity is only the probable imagination of the future. Lastly, there come monetary differences. Oil paintings are created for that class of the society who posses wealth. Conversely, publicity is designed for that class of people whose lives would be superior by the presence of the publicized product.

In spite of having these variations, publicity and oil paintings share a common visual language. Berger supports this resemblance by various comparisons of oil paintings and publicity images placed side by side, which vary only because publicity includes some quotations. Another similarity that Berger has pointed is the way message is conveyed across by both art forms taking reference from history.

Among all the assertions Berger has made, the most indisputable is the social and political association made
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