Introduction:
The paper presents a comparison between two books: Ways of Seeing” and “Beauty (Re)discovers the Male Body.” Both books cover a common feature – the human body.
Ways of Seeing, written by John Berger, is a book that explores the ways in which we perceive and interpret visual images. Berger argues that our understanding of art and culture is shaped by the social and historical context in which it was created. He also examines the role of advertising in shaping our perceptions of beauty and desire.
The book Ways of Seeing” reveals a massive amount of approach methodologies, which are recommended through its work of art. Although it consists of a number of compositions, spoken and illustrative, Berger unambiguously recommends the reader to go through them in whatever order they desire. The book commences in a fanciful and inspirational approach on the cover, with the main endeavor being to raise queries. This changeable methodology is rather difficult to understand but undoubtedly unsettles the subject of the work. Instead of investigating what ability does to us, it inquires about what we are doing to art as an audience, opponents, customers, proprietors and consumers. It is regarding the traditions in which art provides to legitimize and maintain societal dissimilarity while covering up fundamental characteristics such as category, sexual orientation and consumerism.
To position the juncture for his learning, which is expressively restricted to representative illustrations, Berger initially releases the conventional approach of art’s olden times as disorientation. He disagrees that conceptions of aesthetics – and in exacting those of composition – have included themselves among addressees and work of art to ambiguous and hinder any instantaneous observation of the community substance of pictures. In this method, conditions such as spatial separation, graceful understanding, and shade distinction are established in an endeavor to describe for the concentration and expressive accusation of a representation. However, several impartial assessments would disclose these moderately to recline in the communal inconsistencies involving the individuals illustrated or among their world and that of the viewer.
Once the complexity of intellectual confusion is removed, the most important features of European oil painting are revealed: simplicity, accuracy, strength, sheen and verisimilitude. According to Levi-Strauss’ ideas, Berger explains that this art form and technique experienced significant growth in the 15th century due to the demand from a prosperous class of commercial entrepreneurs and later from the landed gentry who sought to demonstrate their ownership and wealth.
Set within a theoretical framework that records the trajectory of European oil paintings as a challenge to idealize the misconception of tangibility, it is no surprise that Ways of Seeing” provides meticulous consideration to the interpretation of women. Although the ultimate inspection, which was primarily intended to appeal to the audience’s sexuality, should have appeared commonplace even at the time of Berger’s writing. In his assessment, Berger introduces several intriguing ideas about the distinction between “nakedness,” being devoid of concealing garments and being oneself, and “nudity,” being positioned on display in a conceptualized manner as an object in European art (John Berger 150).
In the rationale of oil painting, Ways of Seeing,” extreme less controversy exists than in other areas. The text recognizes the inspiration of possession as essential to the appreciation of contemporary announcement. It suggests that exchange is accessible as a means to transform one’s identity into an improved, “better-off” method of existing. By purchasing anticipated manufactured goods, we become the happy and prosperous individuals portrayed in advertisements and often envied by others.
In this respect, advertisement motivates dissatisfaction with our current state and encourages us to strive for expectations beyond our reach. “Ways of Seeing” highlights this supporting subject but notes that it only concentrates on individual existence rather than collective transformation.
With the insertion of the contemporary announcement Ways of Seeing,” this thin manuscript deals with five hundred years of drawing, including its techniques, procedures, varieties, topics, and artists. This provides an adequate space for professionals to explore exceptions, exclusions, disagreements, and opposites and divide the book into sections. However, “Ways of Seeing” is not written for specialized identification but for accurate communication that is easy to understand. In a field where more and more manuscripts focus on books on representations proliferate; there is an increasingly significant demand to return to our sanity.
Beauty (Re) Discovering the Male Body by Susan Bordos
Beauty (Re)discovers the Male Body” is a segment of the “Public Images” section that discusses how the male body is used as a public representation. Susan Bordo explores how the male body is utilized in unrestricted marketing.
She begins by sharing her first experience with the male body as a profitable representation. She describes it as so shocking and surprising that she spilled her coffee. She enjoyed it so much that she saved the picture as her screen saver to look at whenever she wanted. She continues to talk about how looking at oneself can become addicting. She admits that when someone compliments her appearance, her feelings can change significantly.
She says that the feeling of someone staring at her makes her feel sexy, and many women are also drawn to this sensation. She then explains the differences in fashion between men and women. Traditionally, women are supposed to be objects of attention, while men are supposed to be emotionally detached. This means that they are considered objects of fantasy. However, in today’s society, men are being viewed as objects to gaze upon. Men are now being used in public advertisements as sexual images, trying to attract women so that they will look at male imagery.
In this composition, Beauty (Re) Discovering the Male Body,” Bordo discusses the evolution of classified advertisements. She notes that men are now being objectified and sexualized in these ads. Additionally, she addresses the use of minorities in advertising. Today, minorities are frequently featured in ads, and different ethnicities are used for various purposes (Peggy Zeglin Brand, 112). It is evident that media is altering the language used in publications and ads to attract attention from audiences. By featuring men and minorities prominently, advertisers hope to capture viewers’ attention and encourage them to take a second or even third look at their products.
Bordo clarifies how and why she first got involved in appearing for the latest commercials featuring men in publications. She unequivocally portrays her opinions on how citizens view the male body, how it has been used in advertising, movies, and our culture in general. Moreover, she goes into detail about how the exploitation of male bodies has evolved over time in our traditions. Bordo makes use of a bundle of pictures and genuine announcements to illustrate her points to you as a reader and get you thinking about the representation of male physical types in your own way.
The writer utilizes many major clothing corporations as examples for her interpretations such as Calvin Klein, Haggar, Dockers, and Gucci. She articulates that these corporations and others have purposely used male bodies as sexual objects.” Her inspiration relies on the complete conviction that masculinity sells – which it does. Her judgments go into depth on this subject matter even speaking about gay stylists who have assisted with this idea.
She delves into extensive details about how society is currently obsessed with looking slim, muscular, or healthy. She clarifies that advertisements and movies have misrepresented what it means to be healthy for the changing population. She uses a past example of John Travolta and how he was portrayed in Saturday Night Fever as a young man who later became chiseled like a Greek statue for the ongoing trend. She expresses her belief that she is old-fashioned and wishes that the male body could be described as more inclusive nowadays.
Conclusion:
After comparing the books, it can be concluded that they provide a detailed description of how the human body has been used and is currently being used. The captivating writing style of these books keeps the reader engaged until they finish reading. Despite containing explicit material and images, the books manage to balance this with the interest developed throughout the reading process. They are a perfect combination of future and present advertising and marketing strategies. The discussion of art in these books is truly captivating and a must-read for any art lover.
References:
Berger, John. Ways of Seeing. Published by the British Broadcasting Corporation in 1972.
Beauty Matters
Author: Peggy Zeglin Brand
Published by Indiana University Press in 2000
