Ways of seeing- John Berger

Quotes in "Ways of seeing" By John Berger 

"Within publicity, choices are offered between this cream and that cream, that car and this car, but publicity as a system only makes a single proposal...that we transform ourselves, or our lives, by buying something more"- Whatever audiences have already it is the publisist's job to persuade us to want more regardless of whether we actually need it or not. The competition between two similar companies with only secure customer's attention more

"Will make us in some way richer- even though we will be poorer by having spent our money" It is suggested by the publishers that we will be richer in buying a product; a contradiction which audience seem to ignore. When it is a companies main aim to thrive on the economy an eliminate their competition. 

"Visual messages cause a brief stimulation of the imagination, whether forgotten or not, by the way of memory or expectation"  this is backed up by Dominic Strinati's claim that "image is more important that the substance of text" therefore what ever product i choose to advertise if it is not remembered the first time it has been watched it will be recognized easily when seen again. Though most importantly an advert does not ever refer to the present, only mentioning the past and speaking of the future. Implying that the product will improve their future in some way.

"Publicity begins by working on natural appetite for pleasure" - often products are made just for the point of customers happiness rather than actual needs as institutions play on this fact by manipulating desires into their campaign

s for their product brand.