Gazing at Identity

In this lecture the discussion was on Psychoanalysis and the sexual gaze adverts attract. freud theory was also introduced into it, on how visual imagery can influence the consumers view, which connects the Laura Mulvey’s theory ‘The Male Gaze’, how men look at women? how women look at themselves? an d how women look at other women?. The gaze is all about women being processed and shown as objects in adverts. most adverts have the women looking at the male or the male only looking at the females body not face. 

 American appeal ran a campaign going on the gaze but which created an uproar by the public, they disagreed with the excessive nudity and thought it was unnecessary. it was referred to as pornographic. looking at the adverts myself i do agree the adverts have been made on a sexual intention. For example their “now open” advert with the model with her legs postponed open portrays that the copy is referring to her being open which is a sexual intention.