The art of publicity in the modern day does not ask about existence but asks abo ut your

future Will you be happy? It looks into the past and refers to the future to make people feel like they need certain things in order to be happy. Publicit y takes this idea of materialism and advertising one s things from traditional oil painting and applies it to modern day advertising. Instead of showing the thin gs that the viewer has, publicity shows what they need in order to be happy. Som ehow buying these products will make the viewer happier in the future. Advertisi ng skips the presents it uses popular art from the past or events to convince th e viewer they will be happier in the future if they possess this material. The c oncept of envy and glamour is introduced; these make people happy by having some thing others don t. Berger explains the different between glamour now and grace an d elegance in the past. There was no glamour in the past. Today glamour is showi ng off the materials you have that other people do not have and want. Envy is ke y in advertising it makes people want what the person in the advertisement has; therefore being unsatisfied with their present state. Women and sex are used pr ofusely in advertisement since it appeals to both women and men. Men want the wo men and the sex and the women want to be the women. This idea of women and sex t ies into the beginning of the book; where the women in the advertisements are us ed for the exact purpose that the female nude was used in traditional oil painti ngs. Berger paints a grim picture of the effects of traditional oil painting and publ icity on the lives of people. It is too often used to promote materialism and in dividual prosperity and envy. The subjects in oil painting and advertisements ar e just tools for the constant need to possess certain objects.