Male gaze was firstly mentioned by Laura Mulvey in Visual Pleasure and Narrative Cinema in 1975, an understanding of women as being watching. it is a concept wider dominated in film. Laura (1975) believed that in films man often master power and be the subject of watching. in front of the camera, women are used to be the object being watched(Laura, 1975). What’s important, it often most popular movies are overwhelmingly satisfying men’s watching desires, such as Hollywood.
The film The Postman Always Press Twice (1946) provided a paradigm of male gaze. In the following scene, the director used a close-up technique to make the film’s heroine, Cora Smith, appear slowly in front of the audience, and the viewer is unconsciously staring at Cora’s body, which is very seductive and lustful. The actor’s reaction is a gaze full of libido-filled and the pleasure of watching.
Although this concept is oriented in films, it applies to advertising industry generally. Advertisers use male gaze to attract consumers, especially male audience For example as following :
Figure 1 is an advertisement of selling cars. A car image replaces the woman’s face. The man is looking at the woman and she is being looked. It embodies man’s sexual desire and desire for cars. the women is objectified.
malegaze 
