In the fourth programme, on publicity and advertising, Berger argues that colour photography
has taken over the role of oil paint, though the context is reversed. An idealised potential for the viewer (via consumption
) is considered a substitution for the actual reality
depicted in old master portraits.
"In no other form of society in history has there been such a concentration of images, such a density of visual messages.....[P]ublicity as a system only makes a single proposal. It proposes to each of us that we transform ourselves, or our lives, by buying something more.....Publicity persuades us of such a transformation by showing us people who have apparently been transformed and are, as a result, enviable." -- Quotes from the book Ways of Seeing.