In my thesis I discuss John Berger’s interpretation of photography in the role of publicity images. I begin with Berger’s understanding of the publicity image and the advertised product, their meaning, and their impact on society and the individual. I then continue exploring this theme from a historical and political perspective. Next, I write about Berger’s theory of photography, which I discuss in combination with that of Susan Sontag. I write about photography’s role in the context of fine arts and museums, as well as possible definitions for it. I focus on the use of photography as publicity images and compare it with photography itself. I explore the differences and similarities. This is followed by a similar comparison between photographic publicity images and oil paintings. I explore in what ways photography is similar to oil painting and how the latter is used in advertising. Finally, I emphasize the importance of nostalgia and general knowledge, which publicity exploits, as they are cruical for understanding its content. Throughout the text, I include images for an easier explanation and comparison.
Keywords: advertisement, publicity image, photograph, photographic publicity image, John Berger, Susan Sontag
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