After You Watch John Berger's Documentary

After You Watch John Bergers Documentary Attached Belowways Of

After you watch John Berger's documentary Ways of Seeing [Episode 4], and read Chapter 1 of the Solomon textbook, identify an idea or concept related to consumer behavior from each source that are connected in a meaningful way. Reflect on how these ideas are similar or different, and consider their application to modern consumers. Discuss which concept you find more persuasive and why, within approximately 300 words.

Paper For Above instruction

John Berger's Ways of Seeing and the first chapter of Solomon’s Consumer Behavior both explore the influence of perception and societal norms on consumer behavior, albeit from different perspectives and eras. Berger's assertion that advertising and visual culture manipulate viewers by depicting idealized images to promote glamour epitomizes how visual representation shapes desires. He states, “Publicity [or advertising] proposes to each of us in a consumer society that we change ourselves or our lives by buying something more. This more publicity persuades us will make us in some way richer even though we will be poorer by having spent our money” (Berger). This highlights how advertising cultivates a sense of inadequacy and longing, persuading consumers that possessions equate to social elevation and happiness. Berger emphasizes the process of constructing glamour through images of transformation and envy, intricately linking visual culture with consumer aspirations.

Similarly, Solomon’s discussion of consumer identity emphasizes how cultural symbols and shared preferences define social bonds. He notes, “Our allegiances to sneakers, musicians, and even soft drinks help us define our place in modern society, and these choices also help each of us to form bonds with others who share similar preferences” (Solomon, p. 16). This underscores how consumption serves as a social language, creating a sense of community and identity. For example, the focus group participant’s comment about sharing a Unique Drink at a Super Bowl party illustrates how consumption choices foster social cohesion and belonging.

Both ideas underscore that modern consumer behavior is heavily influenced by visual and cultural symbols designed to evoke social status and connection. Berger’s commentary reveals the manipulative power of imagery to foster envy and aspiration, while Solomon’s perspective highlights consumption as a means of social identity and bonding. These concepts are still relevant today, as advertising continues to shape perceptions of identity, and social media amplifies the importance of shared consumption for community building. I find Berger’s critique of glamour more persuasive because it critically exposes the underlying mechanics of desire created through images, which remain central to consumer culture today, whereas Solomon focuses more on the social functions of consumption, which are also significant but less manipulative.

References

• Berger, J. (1972). Ways of Seeing. British Broadcasting Corporation (BBC).
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