The spectator-buyer is meant to envy herself as she will become if she buys the product. She is meant to imagine herself transformed by the product into an object of envy for others, an envy which will then justify her loving herself.
More Quotes from John Berger:
Never chain your dogs together with sausages. One must accustom one's self to be bored.John Berger
We came back from Labor Day, and the interest has just exploded, ... It's just going to get more and more from here unless crude just takes a bath. That doesn't look likely anytime soon.
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When we suffer anguish we return to early childhood because that is the period in which we first learnt to suffer the experience of total loss. It was more than that. It was the period in which we suffered more total losses than in all the rest of our life put together.
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As an industry we have become over-reliant on analytics.
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Publicity is the life of this culture - in so far as without publicity capitalism could not survive - and at the same time publicity is its dream.
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A peasant becomes fond of his pig and is glad to salt away its pork. What is significant, and is so difficult for the urban stranger to understand, is that the two statements are connected by an and not by a but.
John Berger
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