β
When we read a story, we inhabit it. The covers of the book are like a roof and four walls. What is to happen next will take place within the four walls of the story. And this is possible because the story's voice makes everything its own.
β
β
John Berger (Keeping a Rendezvous: Essays)
β
You painted a naked woman because you enjoyed looking at her, put a mirror in her hand and you called the painting βVanity,β thus morally condemning the woman whose nakedness you had depicted for you own pleasure.
β
β
John Berger (Ways of Seeing)
β
To be desired is perhaps the closest anybody in this life can reach to feeling immortal.
β
β
John Berger
β
Autobiography begins with a sense of being alone. It is an orphan form.
β
β
John Berger
β
The relation between what we see and what we know is never settled. Each evening we see the sun set. We know that the earth is turning away from it. Yet the knowledge, the explanation, never quite fits the sight.
β
β
John Berger (Ways of Seeing)
β
Every city has a sex and an age which have nothing to do with demography. Rome is feminine. So is Odessa. London is a teenager, an urchin, and in this hasnβt changed since the time of Dickens. Paris, I believe, is a man in his twenties in love with an older woman.
β
β
John Berger
β
I wanted to put a reference to masturbation in one of the scripts for the Sandman. It was immediately cut by the editor [Karen Berger]. She told me, "There's no masturbation in the DC Universe." To which my reaction was, "Well, that explains a lot about the DC Universe.
β
β
Neil Gaiman
β
A man's presence suggests what he is capable of doing to you or for you. By contrast, a woman's presence . . . defines what can and cannot be done to her.
β
β
John Berger (Ways of Seeing)
β
To be naked is to be oneself.
To be nude is to be seen naked by others and yet not recognised for oneself.
β
β
John Berger (Ways of Seeing)
β
Men look at women. Women watch themselves being looked at.
β
β
John Berger
β
To remain innocent may also be to remain ignorant.
β
β
John Berger (Ways of Seeing)
β
A woman must continually watch herself. She is almost continually accompanied by her own image of herself. Whilst she is walking across a room or whilst she is weeping at the death of her father, she can scarcely avoid envisaging herself walking or weeping. From earliest childhood she has been taught and persuaded to survey herself continually. And so she comes to consider the surveyor and the surveyed within her as the two constituent yet always distinct elements of her identity as a woman. She has to survey everything she is and everything she does because how she appears to men, is of crucial importance for what is normally thought of as the success of her life. Her own sense of being in herself is supplanted by a sense of being appreciated as herself by another....
One might simplify this by saying: men act and women appear. Men look at women. Women watch themselves being looked at. This determines not only most relations between men and women but also the relation of women to themselves. The surveyor of woman in herself is male: the surveyed female. Thus she turns herself into an object -- and most particularly an object of vision: a sight.
β
β
John Berger (Ways of Seeing)
β
When we suffer anguish we return to early childhood because that is the period in which we first learnt to suffer the experience of total loss. It was more than that. It was the period in which we suffered more total losses than in all the rest of our life put together.
β
β
John Berger
β
My heart born naked
was swaddled in lullabies.
Later alone it wore
poems for clothes.
Like a shirt
I carried on my back
the poetry I had read.
So I lived for half a century
until wordlessly we met.
From my shirt on the back of the chair
I learn tonight
how many years
of learning by heart
I waited for you.
β
β
John Berger (And Our Faces, My Heart, Brief as Photos)
β
Your lips, beloved, are like a honeycomb: honey and milk are under the tongue. And the smell of your clothes is like the smell of my home.
β
β
John Berger
β
The past is the one thing we are not prisoners of. We can do with the past exactly what we wish. What we can't do is to change its consequences.
β
β
John Berger
β
Men act and women appear. Men look at women. Women watch themselves being looked at. This determines not only most relations between men and women but also the relation of women to themselves. The surveyor of woman in herself is male: the surveyed is female. Thus she turns herself into an object of vision: a sight.
β
β
John Berger (Ways of Seeing)
β
When in love, the sight of the beloved has a completeness which no words and no embrace can match: a completeness which only the act of making love can temporarily accommodate
β
β
John Berger (Ways of Seeing)
β
Never again shall a single story be told as though it were the only one.
β
β
John Berger
β
If every event which occurred could be given a name, there would be no need for stories.
β
β
John Berger (Once in Europa)
β
What any true painting touches is an absence - an absence of which without the painting, we might be unaware. And that would be our loss.
β
β
John Berger (The Shape of a Pocket)
β
All publicity works upon anxiety.
β
β
John Berger (Ways of Seeing)
β
History always constitutes the relation between a present and its past. Consequently fear of the present leads to mystification of the past
β
β
John Berger (Ways of Seeing)
β
Women constantly meet glances which act like mirrors reminding them of how they look or how they should look. Behind every glance there is judgment.
β
β
John Berger (Ways of Seeing)
β
The poverty of our century is unlike that of any other. It is not, as poverty was before, the result of natural scarcity, but of a set of priorities imposed upon the rest of the world by the rich. Consequently, the modern poor are not pitied...but written off as trash. The twentieth-century consumer economy has produced the first culture for which a beggar is a reminder of nothing.
β
β
John Berger (Keeping a Rendezvous: Essays)
β
Glamour cannot exist without personal social envy being a common and widespread emotion.
β
β
John Berger
β
I was scared of one thing after another. I still am.
Naturally. How could it be otherwise? You can either be fearless or you can be free, you canβt be both.
β
β
John Berger (Here Is Where We Meet: A Story of Crossing Paths)
β
If you want to really relax sometime, just fall to rock bottom and you'll be a happy man. Most all troubles come from having standards.
β
β
Thomas Berger (Little Big Man)
β
The spectator-buyer is meant to envy herself as she will become if she buys the product. She is meant to imagine herself transformed by the product into an object of envy for others, an envy which will then justify her loving herself.
β
β
John Berger (Ways of Seeing)
β
Do you know the legend about cicadas? They say they are the souls of poets who cannot keep quiet because, when they were alive, they never wrote the poems they wanted to.
β
β
John Berger
β
People don't think in terms of information. They think in terms of narratives. But while people focus on the story itself, information comes along for the ride.
β
β
Jonah Berger (Contagious: Why Things Catch On)
β
A little advice about feelings kiddo; don't expect it always to tickle." Dr, Berger
β
β
Judith Guest
β
If you have to cry, he said, and sometimes you canβt help it, if you have to cry, cry afterwards, never during! Remember this. Unless youβre with those who love you, only those who love you, and in that case youβre already lucky, for there are never many who love you β if youβre with them, you can cry during. Otherwise you cry afterwards
β
β
John Berger (Here Is Where We Meet: A Story of Crossing Paths)
β
What reconciles me to my own death more than anything else is the image of a place: a place where your bones and mine are buried, thrown, uncovered, together. They are strewn there pell-mell. One of your ribs leans against my skull. A metacarpal of my left hand lies inside your pelvis. (Against my broken ribs your breast like a flower.) The hundred bones of our feet are scattered like gravel. It is strange that this image of our proximity, concerning as it does mere phosphate of calcium, should bestow a sense of peace. Yet it does. With you I can imagine a place where to be phosphate of calcium is enough.
β
β
John Berger
β
Why do writers write? Because it isn't there.
β
β
Thomas Berger
β
Whenever the intensity of looking reaches a certain degree, one becomes aware of an equally intense energy coming towards one through the appearance of whatever it is one is scrutinizing.
β
β
John Berger
β
Oil painting did to appearances what capital did to social relations. It reduced everything to the equality of objects. Everything became exchangeable because everything became a commodity.
β
β
John Berger (Ways of Seeing)
β
A photograph is not necessarily a lie, but it isnβt the truth either. Itβs more like a fleeting, subjective impression.
β
β
John Berger (Understanding a Photograph)
β
We who draw do so not only to make something visible to others, but also to accompany something invisible to its incalculable destination.
β
β
John Berger (Bento's Sketchbook)
β
En AlgΓ©rie il Γ©tait pris dans cette alternative : ou devenir instituteur ,ce qui signifiait l'aisance pour toute la famille , ou redevenir berger
β
β
Mouloud Feraoun (Le fils du pauvre)
β
The impulse to paint comes neither from observation nor from the soul (which is probably blind) but from an encounter: the encounter between painter and model: even if the model is a mountain or a shelf of empty medicine bottles.
β
β
John Berger (The Shape of a Pocket)
β
Hold Everything Dear
β
β
John Berger (Hold Everything Dear: Dispatches on Survival and Resistance)
β
Making things more observable makes them easier to imitate, which makes them more likely to become popular.
β
β
Jonah Berger (Contagious: Why Things Catch On)
β
The mirror was often used as a symbol of the vanity of woman. The moralizing, however, was mostly hypocritical.
You painted a naked woman because you enjoyed looking at her, you put a mirror in her hand and you called the painting "Vanity", thus morally condemning the woman whose nakedness you had depicted for your own pleasure.
β
β
John Berger (Ways of Seeing)
β
The publicity image steals her love of herself as she is, and offers it back to her for the price of the product.
β
β
John Berger
β
To be naked is to be oneself.
To be nude is to be seen naked by others and yet not recognized for oneself. A naked body has to be seen as an object in order to become a nude. ( The sight of it as an object stimulates the use of it as an object.) Nakedness reveals itself. Nudity is placed on display.
To be naked is to be without disguise.
To be on display is to have the surface of one's own skin, the hairs of one's own body, turned into a disguise which, in that situation, can never be discarded. The nude is condemned to never being naked. Nudity is a form of dress.
β
β
John Berger (Ways of Seeing)
β
The happiness of being envied is glamour.
Being envied is a solitary form of reassurance. It depends precisely upon not sharing your experience with those who envy you. You are observed with interest but you do not observe with interest - if you do, you will become less enviable. In this respect the envied are like bureaucrats; the more impersonal they are, the greater the illusion (for themselves and for others) of their power. The power of the glamorous resides in their supposed happiness: the power of the bureaucrat in his supposed authority.
β
β
John Berger (Ways of Seeing)
β
A few years ago, a priest working in a slum section of a European city was asked why he was doing it, and replied, 'So that the rumor of God may not completely disappear.
β
β
Peter L. Berger (A Rumor of Angels: Modern Society and the Rediscovery of the Supernatural)
β
The happiness of being envied is glamour.
β
β
John Berger (Ways of Seeing)
β
We never look at just one thing; we are always looking at the relation between things and ourselves.
β
β
John Berger (Ways of Seeing)
β
Compassion has no place in the natural order of the world which operates on the basis of necessity. Compassion opposes this order and is therefore best thought of as being in some way supernatural.
β
β
John Berger
β
The truth is always made up of little particulars which sound ridiculous when repeated.
β
β
Thomas Berger (Little Big Man)
β
A drawing of a tree shows not a tree but a tree being looked at
β
β
John Berger
β
Virality isnβt born, itβs made.
β
β
Jonah Berger (Contagious: Why Things Catch On)
β
The inability to remember is itself perhaps a memory.
β
β
John Berger (And Our Faces, My Heart, Brief as Photos)
β
Happiness is not something to be pursued, it is something met, an encounter. Most encounters, however, have a sequel; this is their promise. The encounter with happiness has no sequel. All is there instantly. Happiness is what pierces grief.
β
β
John Berger
β
At some point when tending someone you love who is in pain, you reach the edge of a lake, and you look at each other with such joy at the stillness. [Letter unsent]
β
β
John Berger (From A to X: A Story in Letters)
β
Everything in life, is a question of drawing a life, John, and you have to decide for yourself where to draw it. You cant draw it for others. You can try, of course, but it doesn't work. People obeying rules laid down my somebody else is not the same thing as respecting life. And if you want to respect life, you have to draw a line.
β
β
John Berger (Here Is Where We Meet: A fiction)
β
You donβt learn unless you question.
β
β
Warren Berger (A More Beautiful Question: The Power of Inquiry to Spark Breakthrough Ideas)
β
Men look at women. Women watch themselves being looked at. This determines not only the relations of men to women, but the relation of women to themselves.' Critic John Berger's well-known quote has been true throughout the history of Western culture, and it is more true now than ever.
β
β
Naomi Wolf (The Beauty Myth)
β
Why? Because true translation is not a binary affair between two languages but a triangular affair. The third point of the triangle being what lay behind the words of the original text before it was written. True translation demands a return to the pre-verbal
β
β
John Berger (Confabulations)
β
Capitalism survives by forcing the majority, whom it exploits, to define their interests as narrowly as possible.This was once achieved by extensive deprivation. Today in the developed countries it is being achieved by imposing a false standard of what is and is not desirable.
β
β
John Berger (Ways of Seeing)
β
You got to knock a man down and put your knife at his throat before he'll hear you, like I did to that trooper. The truth seems hateful to most everybody.
β
β
Thomas Berger (Little Big Man)
β
All its dimensions with their projected geometries are those of an unrealisible dream.
β
β
John Berger (Here Is Where We Meet: A fiction)
β
Men watch. Women watch themselves being watched.
β
β
John Berger
β
Word of mouth is the primary factor behind 20 percent to 50 percent of all purchasing decisions.
β
β
Jonah Berger (Contagious: Why Things Catch On)
β
The bogus religiosity which now surrounds original works of art, and which is ultimately dependent upon their market value, has become the substitute for what paintings lost when the camera made them reproducible.
β
β
John Berger (Ways of Seeing)
β
So time doesn't count, and place does?' I said this to tease her. When I was a man, I liked teasing her and she went along with it, consenting, for it reminded us both of a sadness that had passed.
β
β
John Berger (Here Is Where We Meet: A fiction)
β
When he painted a road, the roadmakers were there in his imagination, when he painted the turned earth of a ploughed field, the gesture of the blade turning the earth was included in his own act. Whenever he looked he saw the labour of existence; and this labour, recognised as such, was what constituted reality for him. (On Vincent Van Gogh)
β
β
John Berger
β
Every authentic poem contributes to the labor of poetry⦠to bring together what life has separated or violence has torn apart⦠Poetry can repair no loss, but it defies the space which separates. And it does this by its continual labor of reassembling what has been scattered.
β
β
John Berger
β
Why does it matter if particular thoughts or ideas are top of mind? Because accessible thoughts and ideas lead to action.
β
β
Jonah Berger (Contagious: Why Things Catch On)
β
Marketing is about spreading the love.
β
β
Jonah Berger (Contagious: Why Things Catch On)
β
Climb the mountain not to plant your flag, but to embrace the challenge, enjoy the air, and behold the view. Climb it so you can see the world, not so the world can see you.
β
β
Warren Berger (A More Beautiful Question: The Power of Inquiry to Spark Breakthrough Ideas)
β
This is written in the night. In war the dark is on nobody's side, in love the dark confirms that we are together.
β
β
John Berger (Hold Everything Dear: Dispatches on Survival and Resistance)
β
The silence after a felled tree has fallen is like the silence immediately after a death. The same sense of culmination.
β
β
John Berger
β
The promise is that again and again from the garbage the scattered feathers the ashes and broken bodies something new and beautiful may be born
β
β
John Berger
β
People don't need to be paid to be motivated.
β
β
Jonah Berger (Contagious: Why Things Catch On)
β
Both agreed that to find any sense in life it was pointless to search in the places where people were instructed to look. Sense was only to be found in secrets.
β
β
John Berger (Here Is Where We Meet: A Story of Crossing Paths)
β
Money is life. Not in the sense that without money you starve. Not in the sense that capital gives one class power over the entire lives of another class. But in the sense that money is the token of, and the key to, every human capacity. The power to spend money is the power to live.
β
β
John Berger (Ways of Seeing)
β
I've learnt something more. The expectation of a body can last as long as any hope. Like mine expecting yours. As soon as they gave you two life sentences, I stopped believing in their time.
β
β
John Berger (From A to X: A Story in Letters)
β
The botanist looking at a daffodil has no reason to dispute the right of the poet to look at the same object in a very different manner. There are many ways of playing. The point is not that one denies other peopleβs games but that one is clear about the rules of oneβs own.
β
β
Peter L. Berger (Invitation to Sociology: A Humanistic Perspective)
β
Time is the bastard offspring of an incestuous act that God committed upon reality." Merlin to Arthur in "Arthur Rex
β
β
Thomas Berger (Arthur Rex)
β
I have a belief that a man's real relatives are scattered throughout the universe, and seldom if ever belong to his immediate kin.
β
β
Thomas Berger
β
Poems, even when narrative, do not resemble stories. All stories are about battles, of one kind or another, which end in victory or defeat. Everything moves towards the end, when the outcome will be known.
Poems, regardless of any outcome, cross the battlefields, tending the wounded, listening to the wild monologues of the triumphant or the fearful. They bring a kind of peace. Not by anaesthesia or easy reassurance, but by recognition and the promise that what has been experienced cannot disappear as if it had never been. Yet the promise is not of a monument. (Who, still on a battlefield, wants monuments?) The promise is that language has acknowledged, has given shelter, to the experience which demanded, which cried out.
β
β
John Berger (And Our Faces, My Heart, Brief as Photos)
β
I can't tell you what art does and how it does it, but I know that art has often judged the judges, pleaded revenge to the innocent and shown to the future what the past has suffered, so that it has never been forgotten.
I know too that the powerful fear art, whatever its form, when it does this, and that amongst the people such art sometimes runs like a rumour and a legend because it makes sense of what life's brutalities cannot, a sense that unites us, for it is inseparable from a justice at last. Art, when it functions like this, becomes a meeting-place of the invisible, the irreducible, the enduring, guts and honour.
β
β
John Berger
β
I expect Custer was crazy enough to believe he would win, being the type of man who carries the whole world within his own head and thus when his passion is aroused and floods his mind, reality is utterly drowned.
β
β
Thomas Berger (Little Big Man)
β
I propose a conspiracy of orphans. We exchange winks. We reject hierarchies. All hierarchies. We take the shit of the world for granted and we exchange stories about how we nevertheless get by. We are impertinent. More than half the stars in the universe are orphan-stars belonging to no constellation. And they give off more light than all the constellation stars.
β
β
John Berger (Confabulations)
β
Fairy tales for adult readers remained popular throughout Europe well into the 19th century β particularly in Germany, where the Brothers Grimm published their massive collection of German fairy tales (revised and edited to reflect the Brothersβ patriotic and patriarchal ideals), providing inpiration for novelists, poets, and playrights among the German Romantics. Recently, fairy tale scholars have reβdiscovered the enormous body of work produced by women writers associated with the German Romantics: Grisela von Arnim, Sophie Tieck Bernhardi, Karoline von GΓΌnderrode, Julie Berger, and Sophie Albrecht, to name just a few.
β
β
Terri Windling (Black Swan, White Raven)
β
Seeing come before words. The child looks and recognizes before it can speak.
But there is also another sense in which seeing comes before words. It is seeing which establishes our place in the surrounding world; we explain that world with words, but words can never undo the fact that we are surrounded by it. The relation between what we see and what we know is never settled.
β
β
John Berger
β
The cultural situation in America today (and indeed in all Western societies) is determined by the cultural earthquake of the nineteen-sixties, the consequences of which are very much in evidence. What began as a counter-culture only some thirty years ago has achieved dominance in elite culture and, from the bastions of the latter (in the educational system, the media, the higher reaches of the law, and key positions within government bureaucracy), has penetrated both popular culture and the corporate world. It is characterized by an amalgam of both sentiments and beliefs that cannot be easily catalogued, though terms like 'progressive,' 'emancipators or 'liberationist' serve to describe it. Intellectually, this new culture is legitimated by a number of loosely connected ideologiesβ leftover Marxism, feminism and other sexual identity doctrines, racial and ethnic separatism, various brands of therapeutic gospels and of environmentalism. An underlying theme is antagonism toward Western culture in general and American culture in particular. A prevailing spirit is one of intolerance and a grim orthodoxy, precisely caught in the phrase "political correctness.
β
β
Peter L. Berger
β
In contrast to the notion that any publicity is good publicity, negative reviews hurt sales for some books. But for books by new or relatively unknown authors, negative reviews increased sales by 45%.... Even a bad review or negative word of mouth can increase sales if it informs or reminds people that the product or idea exists.
β
β
Jonah Berger (Contagious: Why Things Catch On)
β
It proposes to each of us that we transform ourselves, or our lives, by buying something more.
This more, it proposes,will make us in some way richer - even though we will be poorer by having spent our money.
Publicity persuades us of such a transformation by showing us people who have apparently been transformed and are, as a result, enviable. The state of being envied is what constitutes glamour. And publicity is the process of manufacturing glamour. (P. 125)
β
β
John Berger (Ways of Seeing)
β
Human existence is, ab initio, an ongoing externalization. As man externalizes himself, he constructs the world into which he externalizes himself. In the process of externalization, he projects his own meanings into reality. Symbolic universes, which proclaim that all reality is humanly meaningful and call upon the entire cosmos to signify the validity of human existence, constitute the farthest reaches of this projection.80 b.
β
β
Peter L. Berger (The Social Construction of Reality: A Treatise in the Sociology of Knowledge)
β
A man's death makes everything certain about him. Of course, secrets may die with him. And of course, a hundred years later somebody looking through some papers may discover a fact which throws a totally different light on his life and of which all the people who attended his funeral were ignorant. Death changes the facts qualitatively but not quantitatively. One does not know more facts about a man because he is dead. But what one already knows hardens and becomes definite. We cannot hope for ambiguities to be clarified, we cannot hope for further change, we cannot hope for more. We are now the protagonists and we have to make up our minds.
β
β
John Berger
β
There are times in history when the dark drums of God can barely be heard amid the noises of this world. Then it is only in moments of silence, which are rare and brief, that their beat can be faintly discerned. There are other times. These are the times when God is heard in rolling thunder, when the earth trembles and the treetops bend under the force of [Godβs] voice. It is not given to men [and women] to make God speak. It is only given to them to live and to think in such a way that, if Godβs thunder should come, they will not have stopped their ears.
β
β
Peter L. Berger
β
We are accused of being obsessed by property. The truth is the other way round. It is the society and culture in question which is so obsessed. Yet to an obsessive his obsession always seems to be of the nature of things and so is not recognized for what it is. The relation between property and art in European culture appears natural to that culture, and consequently if somebody demonstrates the extent of the property interest in a given cultural field, it is said to be a demonstration of his obsession. And this allows the Cultural Establishment to project for a little longer its false rationalized image of itself.
β
β
John Berger
β
A woman must continually watch herself. She is almost continually accompanied by her own image of herself. Whilst she is walking across a room or whilst she is weeping at the death of her father, she can scarcely avoid envisaging herself walking or weeping. From earliest childhood she has been taught and persuaded to survey herself continually.
...
...
Every woman's presence regulates what is and is not 'permissible' within her presence. Every one of her actions - whatever its direct purpose or motivation - is also read as an indication of how she would like to be treated. If a woman throws a glass on the floor, this is an example of how she treats her own emotion of anger and so of how she would wish it to be treated by others. If a man does the same, his action is only read as an expression of his anger. If a woman makes a good joke this is an example of how she treats the joker in herself and accordingly of how she as a joker-woman would like to be treated by others. Only a man can make a good joke for its own sake.
One might simplify this by saying: men act and women appear. Men look at women. Women watch themselves being looked at. This determines not only most relations between men and women but also the relation of women to themselves. The surveyor of woman in herself is male: the surveyed female. Thus she turns herself into an object - and most particularly an object of vision : a sight.
β
β
John Berger (Ways of Seeing)
β
True translation is not a binary affair between two languages but a triangular affair. The third point of the triangle being what lay behind the words of the original text before it was written. True translation demands a return to the pre-verbal. One reads and rereads the words of the original text in order to penetrate through them to reach, to touch, the vision or experience that prompted them. One then gathers up what one has found there and takes this quivering almost wordless βthingβ and places it behind the language it needs to be translated into. And now the principal task is to persuade the host language to take in and welcome the βthingβ that is waiting to be articulated.
β
β
John Berger
β
When I was a child her sureness enraged me (regardless of the argument involved). It was a sureness that revealed - at least to my eyes - how, behind the bravado, she was vulnerable and hesitent, whereas I wanted her to be invincible. Consequently, I would contradict whatever it was she was being so certain about, in the hope we might discover something else, which we could question together with a shared confidence. Yet what happened, in fact, was that my counterattacks, made her more frail than she usually was, and the two of us would be drawn, helpless, into a malestrom of perdition and lamentation, silently crying out for an angel to come and save us. On no such occasion did an angel come.
β
β
John Berger (Here Is Where We Meet: A fiction)
β
Publicity is effective precisely because it feeds upon the real. Clothes, food, cars, cosmetics, baths, sunshine are real things to be enjoyed in themselves. Publicity begins by working on a natural appetite for pleasure. But it cannot offer the real object of pleasure and there is no convincing substitute for a pleasure in that pleasure's own terms. The more convincingly publicity conveys the pleasure of bathing in a warm, distant sea, the more the spectator-buyer will become aware that he is hundreds of miles away from that sea and the more remote the chance of bathing in it will seem to him. This is why publicity can never really afford to be about the product or opportunity it is proposing to the buyer who is not yet enjoying it. Publicity is never a celebration of a pleasure-in-itself. Publicity is always about the future buyer. It offers him an image of himself made glamorous by the product or opportunity it is trying to sell. The image then makes him envious of himself as he might be. Yet what makes this self-which-he-might-be enviable? The envy of others. Publicity is about social relations, not objects. Its promise is not of pleasure, but of happiness : happiness as judged from the outside by others. The happiness of being envied is glamour.
Being envied is a solitary form of reassurance. It depends precisely upon not sharing your experience with those who envy you. You are observed with interest but you do not observe with interest - if you do, you will become less enviable.
... ...
The spectator-buyer is meant to envy herself as she will become if she buys the product. She is meant to imagine herself transformed by the product into an object of envy for others, an envy which will then justify her loving herself. One could put this another way : the publicity images steals her love of herself as she is, and offers it back to her for the price of the product. (P. 128)
β
β
John Berger (Ways of Seeing)