This website uses cookies to ensure you have the best experience. Learn more

"The Gaze" A Look Into The Power Of Looking In Advertisements

2374 words - 9 pages

Colin Andrews 072324820 CS251-B Word Count: 2002One of the basic elements of the human condition is that we need to reproduce and need to survive. Where this element of human nature takes on an interesting spin, is in our modern day culture, where we use the basic primal characteristics of sex and reproduction to sell products and services. Whether it is a male or female being objectified, producers of the images seen around us every day, such as magazines or billboards or on our televisions, have a direct agenda in promoting an ideal self while pushing a product of service for nothing more usually than financial gain. A powerful tool used by such producers is selling the idea of the ideal self, and the product that can get you there. Through the usage of the ideal self, advertisements that sell body enhancement products use a very large percentage of ad space depicting woman in a provocative manner, which is labelled as selling with "sex". From this notion of sex sells, it leads us to a theory of visual culture known as "the gaze". Much of the focus around the gaze, as highlighted by feminist writer Laura Mulvey, is intended for the viewing pleasure of a dominant male audience [Cartwright and Sturken 76]. The camera is seen as a division of power, and the one who is looking at the person being photographed holds a position of control and judgement. The image that will be analysed in this paper is an image which depicts the gaze very well. It is an ad for 'Nancy Ganz Body Slimmers', contouring spandex sleeves that can allow a woman to control the shapes of her body. The image depicts a young woman around the age of twenty wearing only the Body Slimmers which cover her much like a bikini. What amplifies this image as having the presence of the gaze is not only is this young woman in a provocative stance and wearing just the body slimming slips, but she is being further objectified by a man who is filming her and broadcasting it on multiple TV's that are in the room. The power of marketing body enhancement products is ultimately dependent on the gaze. What a male viewer or even a female viewer take from the image needs to be an ideal self if nothing else. The producers of this image want men to think that this is what beautiful woman look like, and woman are targeted also in these ads to come away with a sense that the depiction of woman seen in advertising is the projected ideal woman in the current society. "Some argue that advertising mirrors gender stereotypes however, others maintain that advertising images actively shape attitudes, thereby creating gendered expectations" [Brooks et al. 202]. So who ultimately holds the power of the gaze? Theorists such as Mulvey say men, given the patriarchal systems of past generations which natural objectify woman as objects of desire and roles of domestication. If much of the interpretation of images is in the eye of the beholder, then images of the gaze must be made in a way that...

Find Another Essay On "The Gaze" A look into the power of looking in advertisements

A Look into the Poetry of the Great War

1611 words - 7 pages The famous works written in 1917 by poets Wilfred Owen and Siegfried Sassoon cast aside the conventional inspiration for content, patriotism, and delve into the horrific journey that is war. Two poems in particular, Sassoon’s “Suicide in the Trenches” and Owen’s “Dulce Et Decorum Est”, speak boldly against life in the trenches in efforts of evading the lies and illusions of a clean and righteous war. In doing so, readers are presented with

Of Mice and Men: a look into the relationships in the book

990 words - 4 pages anyone. George warns Lennie not to even talk to him. "You keep away from Curley, Lennie. [...] Don't let him pull you in - but - if the son-of-a-bitch socks you - let 'im have it. (30)" Curley came into the bunkhouse looking for his wife at one point in the novel, and Lennie was smiling at something, but Curley thought he was laughing at him. He started picking a fight, and Lennie just let Curley hit him, until he heard George tell him to fight back

A Look into Labor Reforms of the Progressive Era

2166 words - 9 pages immigration, the value or workers were low as there was always people looking for work. A disregard for the worker was common as workplace injuries or deaths were almost normal to most. This was a result of the few government laws and regulations for the workplace. Legal protection for workers was almost non-existent as this was a period that “saw the widespread exploitation of workers”(Burt). News of workplace injury was a prominent factor in the push

A Look Into the Death of Queen Cleopatra

1566 words - 6 pages support that would suggest that her alleged suicide was in fact a homicide. Though, it is hard to find incriminating evidence for something that happened so long ago, the minds behind this theory believe that by using investigative practices of the modern age they are able to piece together the truth of her death. By looking into Cleopatra’s past one can discover that she was not a woman who would just give up, that she would never be capable of

A Look into the Character of Jane Eyre

2450 words - 10 pages Jane the nickname of mustard seed; these are just two of the symbols that have deeper meaning in the novel. Brontë shares several similarities with Jane; she writes with a autobiographical sense. The reader can make the connections between Charlotte Brontë and Jane through her use of symbolism. The numerous creative symbols in Charlotte Brontë’s Jane Eyre give the reader a deeper look into Jane’s character. The colorful descriptions in Jane Eyre

A Look into the Dark Side of Edgar Allan Poe

2298 words - 9 pages a story about the dark act of satanic pursuit of revenge, unlike “The Raven” which invited us into the soul of a grieving man. Both stories were essential and gave meaning to what Poe was going through during those years of his life. His wife was sick and dying from “tuberculosis” (385). He had already started grieving before “his wife died in 1847” (385). Poe wrote “The Raven in 1844” and “The Cask of Amontillado” in 1846 which are among his

A Look into the Dark Side of Edgar Allan Poe

2269 words - 9 pages about the dark act of satanic pursuit of revenge, unlike “The Raven”, which invited us into the soul of a grieving man. Both stories were essential and gave meaning to what Poe was going through during those years of his life. His wife was sick and dying from “tuberculosis” (385). He had already started grieving before “his wife died in 1847 (385). Poe wrote “The Raven in 1844” and “The Cask of Amontillado” in 1846 which are among his most popular

A Deeper Look into the History of Apple iOS

1449 words - 6 pages growth of mobile applications and delve deeper into one of the most popular platforms on the market today, Apple’s iOS. A Brief History Of The Mobile Phone The first generation mobile phones were designed and developed by handset manufactures. Due to the amount of competition, trade secrets were guarded very closely and unless you were a developer in the inner circle you were not able to write applications for the phone. It was around this

In the Name of Malace or for Business. A look into computer virus

747 words - 3 pages Most of us swap disks with friends and browse the Net looking for downloads. Rarely do we ever consider that we are also exchanging files with anyone and everyone who has ever handled them in the past. If that sounds like a warning about social diseases, it might as well be. Computer viruses are every bit as insidious and destructive, and come in a vast variety of strains. A computer virus tears up your hard drive

A Critical Look into the Works of Sir Milton Friedman

1537 words - 6 pages Milton Friedman: His Economic Theories in Action in the Twenty First CenturyMilton Friedman was an American economist who contributed to the field of macroeconomics and microeconomics, while promoting free markets and laissez-faire capitalism. Milton Friedman is most well known for his advocation of free markets and his hypothesis on permanent income. In this paper, I have critically analyzed a few of Milton Friedman's investigations and work

A look into the Foster Care System

1421 words - 6 pages issues if they do not have them already. Children placed multiple times are sometimes unable toA look into the Foster 3form good attachments to foster parents because they are afraid they will be moved again. Something that needs to be changed in the system is the number of placements per child. Children need to know that they can rely on the family with whom they are placed.Although there are quite a few things that need to be done to better serve

Similar Essays

A Look Into Calvin Klein’s Advertisements

560 words - 2 pages child pornography laws. On September 8 the Justice Department began looking into claims that the ads used young models posed in a provocative manner. A Calvin Klein spokeswoman stated that only one of the models used in their ads was under the age of 18. The fifteen-year-old girl that was in his ads was Bijou Phillips, whose mother was aware of the ad and was proud of her daughter. If the parents of the teen models allowed their children to

The Power Of Persuasion In Advertisements

1716 words - 7 pages ethics to persuade viewers to do or buy something. The second is pathos, which is the emotional application. This is where advertisers put strong feeling into advertisements, which most commonly affects females. Last is logos, the appeal to logic. Logic is frequently associated with the ability to think critically and reasonably; it is usually associated with males (Dr. Edlund). As soon as a person knows what to look for in advertisements, he or she

Trapped In The Red Room: A Look Into The Mind Of The Original Mrs. Rochester

1808 words - 8 pages Trapped in the Red Room: A Look into the Mind of the Original Mrs. Rochester “One is very crazy when in love” (Freud). Freud made this statement nearly one hundred years ago. As one of the founders of modern psychology what would he have to say about the mad woman in the attic? Was she mad, in love, suffering from hysteria, or simply a product of nature versus nurture? Neither of which were very kind to her. In Jane Eyre we as the readers are

Looking Into The Abyss Essay

1356 words - 5 pages , who don't recognize our right to exist, who prey upon us. By remaining willfully oblivious to this, we run the risk that Nietzsche articulated. While we are looking into the abyss, what dwells there is also looking into us. Works Cited Arendt, Hannah. Eichmann in Jerusalem: A Report on the Banality of Evil. New York: Viking Press, 1964. Carrey, Benedict. "For the Worst of Us, the Diagnosis May Be Evil." New York Times 8 Feb. 2005: B1