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The spectator-buyer is meant to envy herself as she will become if she buys the product.

John Berger

Every city has a sex and an age which have nothing to do with demography. Rome is feminine. So is Odessa. London is a teenager, an urchin, and, in this, hasn’t changed since the time of Dickens. Paris, I believe, is a man in his twenties in love with an older woman.
JOHN BERGER

Age Believe City Every Nothing Sex Teenager
These contradictions both hide and increase the natural ambiguity of the photographic image.
JOHN BERGER

Ambiguity Contradiction Image Increase Natural Photo Photograph
The publicity image steals her love of herself as she is, and offers it back to her for the price of the product.
JOHN BERGER

Back Herself Love Offer Price Product Publicity Stealing
I can’t tell you what art does and how it does it, but I know that often art has judged the judges, pleaded revenge to the innocent and shown to the future what the past suffered, so that it has never been forgotten.
JOHN BERGER

Art Can Forgotten Innocent Judge Know Past Revenge Show
All weddings are similar, but every marriage is different.
JOHN BERGER

Different Marriage Similar Wedding
Writers who have neither product utopian trash.
JOHN BERGER

Neither Product Truth Utopian Writer
The relation between what we see and what we know is never settled. Each evening we see the sun set.
JOHN BERGER

Between Know Relation Settle
Pleasure and pain need to be considered together; they are inseparable. Yet the space filled by each is perhaps different. Pleasure, defined as a sense of gratification, is essential for nature
JOHN BERGER

Consider Essential Inseparable Nature Need Pain Pleasure Sense Space Together
When he painted a road, the roadmakers were there in his imagination, when he painted the turned earth of a ploughed field, the gesture of the blade turning the earth was included in his own act.
JOHN BERGER

Earth Field Gesture Imagination Paint Ploughed Reality Road Roadmaker Turn Warth
Do you know the legend about cicadas? They say they are the souls of poets who cannot keep quiet because, when they were alive, they never wrote the poems they wanted to.
JOHN BERGER

Alive Cicadas Legend Poem Poet Quiet Soul
Seeing comes before words. The child looks and recognizes before it can speak.
JOHN BERGER

Children Looks Speak Recognize Word
I wanted to write about looking at the world, so it’s more about helping people, or persuading people, to see what is around us; both the marvellous and the terrible.
JOHN BERGER

Around Help Look Marvelous People See Terrible Want World Writing
Men look at women. Women watch themselves being looked at.
JOHN BERGER

Look Love Men Women
One of the fundamental reasons why so many doctors become cynical and disillusioned is precisely because, when the abstract idealism has worn thin, they are uncertain about the value of the actual lives of the patients they are treating.
JOHN BERGER

Abstract Actual Cynical Disillusioned Doctor Fundamental Idealism Knowing Life Precise Reason Treat
The century of people helplessly seeing others, who were close to them, disappear over the horizon.
JOHN BERGER

Century Close Disappear Helpless Horizon Other People See
The happiness of being envied is glamour. Being envied is a solitary form of reassurance. It depends precisely upon not sharing your experience with those who envy you.
JOHN BERGER

Being Depend Envy Experience Glamourous Happiness Illusion Precisely Reassurance Share Solitary

The spectator-buyer is meant to envy herself as she will become if she buys the product.

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The spectator-buyer is meant to envy herself as she will become if she buys the product.

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