Male Gaze in comtemporary Advertisment

Figure 3 is an advertising of lipstick from Yves Saint Laurent, also a luxury brand. This image is much more implicit. The model is much more attractive dressing black jacket and showing her long hear and breast. It shows she is beautiful, skim and white.

All these images embodies how male gaze apply in today ads. Female is being objectified and watched. the message in advertising is always the same, it seems to persuade people to buy the product, like saying buy this product, you will get this girl, or you would be as pretty as the model in this image, or buy this product would make you more attractive towards men. What;s behind is partriarchy theory. in partricharchy sociey, female rely on male and less powerful.

The influence of advertising is quick, cumulative, and for the most part, subconscious. In short, it is aimed at selling more products. Obviously, images in advertising conveying the idea of women to be young, thin, beautiful is more intensive than before. Male gaze is more general in many aspects of social life, such as TV series, music albumns. In such culture, female are passive.

Reference

Figure 1 : Harwkins,A (none) Funny commercials, Pinterest. [Accessed 10^th April 2020]https://i.pinimg.com/originals/88/ac/ca/88acca8e7be7eb23aafc8eb3b476f159.jpg

Figure 2: Harwkins,A (none) Evan Rachel Wood. Pinterest. [Accessed 10^th April 2020] https://www.pinterest.co.uk/pin/318981586092031553/

Figure 3: Scott,E (2015) Cara Delevingne gets emi-naked for Yves saint Laurent and the ad compaign is incred. Cosmopolitan. [Accessed 10^th April 2020] https://www.cosmopolitan.com/uk/beauty-hair/celebrity-hair-makeup/news/a38313/cara-delevingne-gets-naked-yves-saint-laurent/

Mulvey,L, (1975) visual pleasure and Narrative cinema; visual and other pleasures. Language, Discourse, Society. 10(1) 14-26 

Usdin, C (2008) The postman always rings twice 1946. Available ar : https://youtu.be/WGFer3-Aguw [Accessed April 10th 2020]