“Male Gaze in Advertising” – Blog Post #3 – Xiarra-Diamond Nimrod

A few weeks ago, I led the class discussion on the “Male Gaze”, which is a concept that was introduced in 1975 by Laura Mulvey in her essay “Visual Pleasure and Narrative Cinema”. She states that “men do the looking and women are to be looked at” and this that concept can be found in cinema and advertising. I wanted to expand on it a bit more as well as hear some of my classmates thoughts. Have you guys noticed that in fragrance ads, its become quite the norm to see women in passive positions versus men in more dominant ones? Or even the sensual or (sometimes blank) facial expressions on the models faces? While looking up examples for my essay, I came across a few fragrance ads that made me sit back and think “Wow, sex really does sell….” but also made me wonder “Why are the women sexualized in almost every ad?” It’s really frustrating to see how fragrance ads, which cater to both men and women, constantly belittle women and allow men to be macho with the ONLY goal being to increase their fragrance sales. Check out some of the most controversial fragrance ads down below, and let me know your thoughts on them.

Xiarra-Diamond Nimrod


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