英文文學與文化教學資料庫

(from Ways of Seeing; John Berger)

Publicity is not merely an assembly of competing messages: it is a language in itself which is always being used to make the same general proposal. . . .
It proposes to each of us that we transform ourselves, or our lives, by buying something more. . . . Publicity persuade us of such a transformation by showing us people who have apparently been transformed and are, as a result, enviable. (131)

[In putting together some ads which make use of traditional oil painting, Berger finds some common languages used in them:]
- The gestures of models (manneguis) and mythological figures.
- The romantic use of nature (leaves, trees, water) to create a place where innocence can be found.
- The exotic and nostalgic attraction of the Mediterranean.
- The posed taken up to denote stereotypes of women: serene mothers (Madonna), free wheeling secretary (actress, king''s mistress), perfect hostess (spectator-owner''s wife), sex-object (Venus, nymph surprised), etc.
- The special sexual emphasis given to women''s legs.
- The materials particularly used to indicate luxury: engraved metal, furs, polished leather, etc.
- The gestures and embraces of lovers, arranged frontally for the benefit of the spectator.
- The sea, offering a new life.
- The physical stance of men conveying wealth and virility.
- The treatment of distance by perspective--offering mystery.
- The equation of drinking and success.
- The man as knight (horseman) become motorist.