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In Dardenne brothers' films is a really small kind of humanity. It's not like the titanic "humanity" of humanism, it's much more gritty and realistic. But again, humanity is what unites all the people I'm talking about, and in such different ways. The humanity is in that moment you glimpse someone and have a completely intimate moment with them, and that intimacy is connected to an extreme pathetic aspect.

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John Berger

The spectator-buyer is meant to envy herself as she will become if she buys the product. She is meant to imagine herself transformed by the product into an object of envy for others, an envy which will then justify her loving herself.