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Ways of Seeing, Part 4: Painting and Advertising
- 1974 ----- color ----- 30 min ----- 16mm/vhs
- John Berger merges fine arts with commerce. The specific nature of advertising is related to the tradition of oil painting. Paintings are used in advertising, in whole form, to add prestige. But there are subtler relationships. The images of painting are used to create atmosphere. Poses are imitated. Advertising, like painting, conjures up dreams, makes magical transformations from the ordinary to the beautiful, conjures up idealized life styles.
- Topics: (Advertising, Art: Education, Painting)
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