In Ways of Seeing’s final episode, Berger discusses how the goddesses of art became the models of contemporary advertising, and suddenly it was no longer only men looking at images of women lustfully. Advertising tells us that buying a product will transform us by showing pictures of those who have already been transformed by it – these are people we should aspire to be like or be with. An image of an underwear model is desired by men and envied by women. “This state of being envied is what constitutes glamour, and publicity is the process of manufacturing glamour,” Berger says. “Glamour is supposed to go deeper than looks, but it depends upon them, utterly,” he says.


Why we still need John Berger's Ways of Seeing