“The gestures of models (mannequins) and mythological figures. The romantic use of nature (leaves, trees, water) to create a place where innocence can be refound. The exotic and nostalgic attraction of the Mediterranean. The poses taken up to denote stereotypes of women: serene mother (madonna), free-wheeling secretary (actress, king’s mistress), perfect hostess (spectator-owner’s wife), sex-object (Venus, nymph surprised), etc. The special sexual emphasis given to women’s legs. The materials particularly used to indicate luxury: engraved metal, furs, polished leather, etc. The gestures and embraces of lovers, arranged frontally for the benefit of the spectator. The sea, offering a new life. The physical stance of men conveying wealth and virility. The treatment of distance by perspective – offering mystery. The equation of drinking and success. The man as knight (horseman) become motorist. Why does publicity depend so heavily upon the visual language of oil painting? Publicity is the culture of the consumer society. It propagates through images that society’s belief in itself. There are several reasons why these images use the language of oil painting. Oil painting, before it was anything else, was a celebration of private property. As an art-form it derived from the principle that you are what you have.”
―
John Berger,
Ways of Seeing