1. What is the relationship between envy and glamour? How is it employed in advertising?
= Glamour works through the eye and mirror. The relationship between envy and glamour is intertwined. It cannot be separated. Doing something we can’t do in daily life. The state of being envied is what constitutes glamour.
2. What do some publicity images have in common with the tradition of oil painting?
= Publicity impersonates painting. Publicity uses devices of oil painting such as atmosphere, settings, pleasures, objects, poses, symbols of prestige, gestures, and signs of love. Enhance value and exclusiveness to everyday object. Illusion of prestige and luxury but affordable.
3. Berger identifies 3 dreams that publicity offers us – name these three dreams
= The dream of later tonight (source of pleasure), The Skin Dream, The dream of a faraway place.
4. Berger states that publicity works on our anxieties in two specific ways – what are these?
= Anxiety about money and fear of not being unenviable.
5. What is the “general proposal” that publicity makes to its viewers?
= Publicity is the way of life we aspire to. If we buy the product, our life will be different from what it is. It proposes to each of us in a consumer society that we can change ourselves or our lives by buying something more. It promotes an illusion. People thinks that those who lack glamour is non-existent.
6. What is the philosophical system behind publicity?
= Publicity suggests that you are inadequate as you are, but it consoles you with the promise of a dream. It appeals to a way of life we aspire to, but have not yet achieved.
if someone has more charm (glamour) than ordinary people, then jealousy (envy) will appear when it happens. envy will dominate the relationship between them, because of cause and effect. as my oppinion