This episode focuses on publicity and advertising. Berger argues that colour photography has taken over the role of oil paint, though the context is reversed. An idealised potential for the viewer (via consumption) is considered a substitution for the actual reality depicted in old master portraits.
John Berger presents his insights on how people see. Through examples of Art History, Berger shows how our very sense of sight has been transformed. By discovering why this is so, Berger states "we shall discover something about ourselves."