John Berger Quotes

We've searched our database for all the quotes and captions related to John Berger. Here they are! All 100 of them:

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.
John Berger (Keeping a Rendezvous: Essays)
You painted a naked woman because you enjoyed looking at her, put a mirror in her hand and you called the painting “Vanity,” thus morally condemning the woman whose nakedness you had depicted for you own pleasure.
John Berger (Ways of Seeing)
To be desired is perhaps the closest anybody in this life can reach to feeling immortal.
John Berger
Autobiography begins with a sense of being alone. It is an orphan form.
John Berger
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.
John Berger (Ways of Seeing)
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 hasn’t changed since the time of Dickens. Paris, I believe, is a man in his twenties in love with an older woman.
John Berger
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.
John Berger (Ways of Seeing)
To be naked is to be oneself. To be nude is to be seen naked by others and yet not recognised for oneself.
John Berger (Ways of Seeing)
Men look at women. Women watch themselves being looked at.
John Berger
To remain innocent may also be to remain ignorant.
John Berger (Ways of Seeing)
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.
John Berger (Ways of Seeing)
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.
John Berger
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.
John Berger (And Our Faces, My Heart, Brief as Photos)
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.
John Berger
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.
John Berger
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.
John Berger (Ways of Seeing)
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
John Berger (Ways of Seeing)
Never again shall a single story be told as though it were the only one.
John Berger
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.
John Berger (The Shape of a Pocket)
If every event which occurred could be given a name, there would be no need for stories.
John Berger (Once in Europa)
All publicity works upon anxiety.
John Berger (Ways of Seeing)
History always constitutes the relation between a present and its past. Consequently fear of the present leads to mystification of the past
John Berger (Ways of Seeing)
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.
John Berger (Ways of Seeing)
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.
John Berger (Keeping a Rendezvous: Essays)
Glamour cannot exist without personal social envy being a common and widespread emotion.
John Berger
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 can’t be both.
John Berger (Here Is Where We Meet: A Story of Crossing Paths)
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.
John Berger (Ways of Seeing)
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.
John Berger
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.
John Berger
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.
John Berger
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.
John Berger (Ways of Seeing)
A photograph is not necessarily a lie, but it isn’t the truth either. It’s more like a fleeting, subjective impression.
John Berger (Understanding a Photograph)
We who draw do so not only to make something visible to others, but also to accompany something invisible to its incalculable destination.
John Berger (Bento's Sketchbook)
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.
John Berger (The Shape of a Pocket)
Hold Everything Dear
John Berger (Hold Everything Dear: Dispatches on Survival and Resistance)
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.
John Berger (Ways of Seeing)
The publicity image steals her love of herself as she is, and offers it back to her for the price of the product.
John Berger
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.
John Berger (Ways of Seeing)
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.
John Berger (Ways of Seeing)
The happiness of being envied is glamour.
John Berger (Ways of Seeing)
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.
John Berger
A drawing of a tree shows not a tree but a tree being looked at
John Berger
We never look at just one thing; we are always looking at the relation between things and ourselves.
John Berger (Ways of Seeing)
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.
John Berger
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]
John Berger (From A to X: A Story in Letters)
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.
John Berger (Here Is Where We Meet: A fiction)
If you have to cry, he said, and sometimes you can’t help it, if you have to cry, cry afterwards, never during! Remember this. Unless you’re with those who love you, only those who love you, and in that case you’re already lucky, for there are never many who love you — if you’re with them, you can cry during. Otherwise you cry afterwards
John Berger (Here Is Where We Meet: A Story of Crossing Paths)
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.
Naomi Wolf (The Beauty Myth)
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
John Berger (Confabulations)
All its dimensions with their projected geometries are those of an unrealisible dream.
John Berger (Here Is Where We Meet: A fiction)
Men watch. Women watch themselves being watched.
John Berger
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.
John Berger (Here Is Where We Meet: A fiction)
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)
John Berger
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.
John Berger
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.
John Berger (Ways of Seeing)
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.
John Berger (Ways of Seeing)
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
John Berger
The silence after a felled tree has fallen is like the silence immediately after a death. The same sense of culmination.
John Berger
This is written in the night. In war the dark is on nobody's side, in love the dark confirms that we are together.
John Berger (Hold Everything Dear: Dispatches on Survival and Resistance)
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.
John Berger (Here Is Where We Meet: A Story of Crossing Paths)
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.
John Berger (Ways of Seeing)
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.
John Berger (From A to X: A Story in Letters)
The inability to remember is itself perhaps a memory.
John Berger (And Our Faces, My Heart, Brief as Photos)
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.
John Berger (And Our Faces, My Heart, Brief as Photos)
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.
John Berger
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.
John Berger (Confabulations)
Is boredom anything less than the sense of one's faculties slowly dying?
John Berger
The envied are like bureaucrats; the more impersonal they are, the greater the illusion (for themselves and for others) of their power.
John Berger
Drawing is a form of probing. And the first generic impulse to draw derives from the human need to search, to plot points, to place things and to place oneself.
John Berger (Bento's Sketchbook)
No place for illusions here. The beat doesn't stop solitude, it doesn't cure pain, you can't telephone it - it's simply a reminder that you belong to a shared story.
John Berger (From A to X: A Story in Letters)
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.
John Berger
A spoken language is a body, a living creature, whose physiognomy is verbal and whose visceral functions are linguistic. And this creature's home is the inarticulate as well as the articulate.
John Berger (Confabulations)
Ours is the century of enforced travel of disappearances. The century of people helplessly seeing others, who were close to them, disappear over the horizon.
John Berger
آمل ألاّ انجب أبدا. إنها القسوة بعينها أن نأتي بروح أخرى إلى هذا العالم.
John Berger (From A to X: A Story in Letters)
Never again will a single story be told as though it's the only one.
John Berger
I have never thought of writing as a profession. It is a solitary independent activity in which practice can never bestow seniority.
John Berger
Photographs do not translate from appearances. They quote from them.
John Berger (Another Way of Telling)
In no other form of society in history has there been such a concentration of images, such a density of visual messages.
John Berger (Ways of Seeing)
All publicity works upon anxiety. The sum of everything is money, to get money is to overcome anxiety. Alternatively the anxiety on which publicity plays is the fear that having nothing you will be nothing.
John Berger (Ways of Seeing)
Today we see the art of the past as nobody saw it before. We actually perceive it in a different way.
John Berger
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)
John Berger (Ways of Seeing)
They can't foresee what we intend to do next. This is why they lose their nerve. They can't cross the zone of silence they herd us into. A zone bordered on their side by the distant din of their false accusations, and on our side by our silent final intentions.
John Berger (From A to X: A Story in Letters)
Gerçekte hep iki zaman arasındayızdır: Gövdenin ve bilincin zamanı arasında. Bütün öbür kültürlerdeki ruh ve gözde arasındaki ayrım işte buradan kaynaklanır. Öncelik her zaman ruhundur ve yeri bir başka zamanın aktığı çizgidedir.
John Berger (And Our Faces, My Heart, Brief as Photos)
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.
John Berger
The collaboration which sometimes follows is seldom based on good will: usually on desire, rage, fear, pity or longing. The modern illusion concerning painting (which post-modernism has done nothing to correct) is that the artist is the creator. Rather he is a reciever. What seems like creaton is the act of giving form to what he has recieved.
John Berger (The Shape of a Pocket)
But for the overcrowded, for those who have little or nothing except, sometimes, courage and love, hope works differently. Hope is then something to bite on, to put between the teeth. Don't forget this. Be a realist. With hope between the teeth comes the strength to carry on even when fatigue never lets up, comes strength, when necessary, to choose not to shout at the wrong moment, comes the strength above all not to howl. A person, with hope between her or his teeth, is a brother or sister who commands respect.
John Berger (Hold Everything Dear: Dispatches on Survival and Resistance)
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 “thing” 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 “thing” that is waiting to be articulated.
John Berger
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.
John Berger
هناك فرق شاسع بين الأمل و التوقع . في البدء اعتقدتُ أن الفرق يكمن في المدة الزمنية , و أن الأمل ينتظر أمراً مازال بعيد المنال كنت مخطئة . التوقع ينتمي إلى الجسد و الأمل ينتمي إلى الروح هذا هو الفرق . يتحاور الاثنان و يثير أحدهما الآخر أو يطمئنه و لكن لكل منهما حلم يختلف عن الآخر . تعلمت شيئاً إضافياً هو أنه يُمكن أن تدوم توقعات الجسد طويلاً مثل أي أمل مثل انتظار جسدي جسدك .. . ما أن حكموا عليك بالسجن مدى الحياة مرتين , حتى توقفت عند تصديق زمنهم
John Berger
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.
John Berger (Ways of Seeing)
The canvas is on the easel now, as large and white as a sheet that has never been slept in. My paintings have become larger and larger as I have grown older. As a young painter you are overwhelmed by the complexity of your subject. Every crease, every dimple, is an equally startling revelation. It’s like your first girl. You don’t understand her. You can only copy her – hesitantly. Later you become shamelessly yourself. You create in your image – as nearly life-size as possible.
John Berger (A Painter of Our Time)
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.
John Berger (Here Is Where We Meet: A fiction)
This seems to me absolutely one of the quintessential things about the human condition. It’s what actually distinguishes man from any other animal: living with those who have lived and the companionship of those who are no longer alive. Not necessarily the people that one knew personally, I mean the people perhaps whom one only knows by what they did, or what they left behind, this question of the company of the past, that’s what interests me, and archives are a kind of site in the sense of like an archaeological site.
John Berger (Portraits: John Berger on Artists)
The boon of language is not tenderness. All that it holds, it holds with exactitude and without pity, even a term of endearment; the word is impartial: the usage is all. The boon of language is that potentially it is complete, it has the potentiality of holding with words the totality of human experience--everything that has occurred and everything that may occur. It even allows space for the unspeakable. In this sense one can say of language that it is potentially the only human home, the only dwelling place that cannot be hostile to man. For prose this home is a vast territory, a country which it crosses through a network of tracks, paths, highways; for poetry this home is concentrated on a single center, a single voice, and this voice is simultaneously that of an announcement and a response to it.
John Berger (And Our Faces, My Heart, Brief as Photos)
This great artist is a man whose life-time is consumed by struggle : partly against material circumstances, partly against incomprehension, partly against himself... ... In no other culture has the artist been thought of in this way. Why then in this culture? We have already referred to the exigencies of the open art market. But the struggle was not only to live. Each time a painter realized that he was dissatisfied with the limited role of painting as a celebration of material property and of the status that accompanied it, he inevitably found himself struggling with the very language of his own art as understood by the tradition of his calling. ... ... Every exceptional work was the result of a prolonged successful struggle. Innumerable works involved no struggle. There were also prolonged yet unsuccessful struggles. (P.104)
John Berger (Ways of Seeing)
All stories are about battles, of one kind or another, which end in victory and defeat. Everything moves toward 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 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
John Berger
Matisse bir zamanlar bir santimetre kare mavi ile aynı mavinin bir metre karesinin aynı şey olmadığını söylemişti. Alanın yaygınlığı tonu değiştirir. Aynı şekilde, mavi bir daire aynı maviden bir kareyle aynı şey değildir. Sınırların şekli de tonu değiştirir. Ama bu yalnızca başlangıç. Her ton doku tarafından, çevresindeki diğer tonlarla görüntünün yarattığı uzam tarafından, resmin içindeki ve üzerindeki ışık tarafından ve görüntünün çekim alanı demek olan o tuhaf olgu –asla hareket etmeyen bu sessiz sanatın çerçevesi içinde, nesnelerin düşme ve gerileme oranlarını belirleyen şey– tarafından farklılaştırılır.” sayfa 19
John Berger (Görünüre Dair Küçük Bir Teoriye Doğru Adımlar)
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)
John Berger (Ways of Seeing)
Publicity images often use sculptures or paintings to lend allure or authority to their own message. Framed oil paintings often hang in shop windows as part of their display. Any work of art 'quoted' by publicity serves two purposes. Art is a sign of affluence; it belongs to the good life; it is part of the furnishing which the world gives to the rich and the beautiful. But a work of art also suggests a cultural authority, a form of dignity, even of wisdom, which is superior to any vulgar material interest; an oil painting belongs to the cultural heritage; it is a reminder of what it means to be a cultivated European. And so the quoted work of art (and this is why it is so useful to publicity) says two almost contradictory things at the same time: it denotes wealth and spirituality: it implies that the purchase being proposed is both a luxury and a cultural value. Publicity has in fact understood the tradition of the oil painting more thoroughly than most art historians. It has grasped the implications of the relationship between the work of art and its spectator-owner and with these it tries to persuade and flatter the spectator-buyer. The continuity, however, between oil painting and publicity goes far deeper than the 'quoting' of specific paintings. Publicity relies to a very large extent on the language of oil painting. It speaks in the same voice about the same things. (P. 129)
John Berger (Ways of Seeing)
Its All About Choice - The way we see things is affected by what we know or what we believe. In the Middle Ages when men believed in the physical existence of Hell the sight of fire must have meant something different from what it means today. Nevertheless their idea of Hell owed a lot to the sight of fire consuming and the ashes remaining - as well as to their experience of the pain of burns. 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. Yet this seeing which comes before words, and can never be quite covered by them, is not a question of mechanically reacting to stimuli. (It can only be thought of in this way if one isolates the small part of the process which concerns the eye's retina.) We only see what we look at. To look is an act of choice. As a result of this act, what we see is brought within our reach - though not necessarily within arm's reach. To touch something is to situate oneself in relation to it. (Close your eyes, move round the room and notice how the faculty of touch is like a static, limited form of sight.) We never look at just one thing; we are always looking at the relation between things and ourselves. Our vision is continually active, continually moving, continually holding things in a circle around itself, constituting what is present to us as we are.
John Berger