Eric

On page 139 John Berger says, "Publicity is, in essence, nostalgic. It has to sell the past to the future. It cannot itself supply the standards of its own claims. (etc...)"

I disagree with this. Publicity need not be nostalgic. It can, in fact, sell the future to the present. Especially in this technological age this kind of selling has become particularly relevant. The idea that the future is now, and that sort of perspective draws us in to continually wanting what is next- the next newest thing. This kind of advertising shows us a brighter future, where everything works and is perfect, and convinces us that what it is selling will bring that future to our current life. I thought of the example of the wildly successful iPod ads. These ads have shown us a simplified lifestyle which doesn't need nostalgic context. They have indeed supplied the standards of their own claims.

That example brings me to one of the many points Berger has made that I do agree with. On page 153 he says, "Publicity is essentially eventless. It extends just as far as nothing else is happening.... ....The act of acquiring has taken the place of all other actions, the sense of having has obliterated all other senses."

Those famous iPod ads fit perfectly into this description. All we see is the silhouette of the dancing person on the colorful background with the white earphone wires flailing around to the dancing motion. Nothing other than the iPod is important- there is no event, only the device. The only thing that matters to the viewer is the acquisition of the iPod. All senses other than those pertaining to the iPod have been obliterated. These brilliant ads have broken the image down to the simplest possible form, blinding us from everything else except what they are selling. The iPod becomes a part of the person, and the only thing in existence. We must have the iPod to be complete.