An example of the "Male Gaze" used in an advertisement
The Male Gaze is a concept introduced by Laura Mulvey, as a feature of power inequality in shows and films. Both males and females have the same Male gaze. A camera's perspective is of the place of a Heterosexual man, and so women are often objectified. The woman is represented as an erotic object for the audience and characters, and the man is represented as being dominant in the film, the one in charge. This representation of males having more power than females is considered Patriarchal.
In the music video "Josie" by Blink 182 they use this technique quite well. When the character Josie appears in the video, the camera starts by aiming for her legs, before gradually tilting up her body. This shows the viewer that perspective of the shot is from the eyes of a heterosexual male, who is checking out her body. The camera moves gradually along her body, as she walks in slow motion, showing that the viewer is watching her closely- That "he" can't take his eyes away. Meanwhile, the female seems much less interested- While the male's reactions are quite dramatic, the females reactions are very casual ad calm. It objectifies her, making her seem somewhat emotionless, just an object the male character desires. She also wears red, which could symbolise love, danger and sex.
On top of this, the video also suggests that Males have more power than Females in relationships. In the scene where the male throws a paper airplane with the words "I love you" on it, it is clear that it's the male doing all the work to try and start the relationship. It's he who is trying to make it work, and therefore, it's he who has the power to ask her out. Despite the female's flirty glances and expressions, she doesn't bother acting at all to make the relationship work, instead seemingly waiting for him to make his move.
Blink 182- "Josie". Click here if the video doesn't work.
In the music video "Josie" by Blink 182 they use this technique quite well. When the character Josie appears in the video, the camera starts by aiming for her legs, before gradually tilting up her body. This shows the viewer that perspective of the shot is from the eyes of a heterosexual male, who is checking out her body. The camera moves gradually along her body, as she walks in slow motion, showing that the viewer is watching her closely- That "he" can't take his eyes away. Meanwhile, the female seems much less interested- While the male's reactions are quite dramatic, the females reactions are very casual ad calm. It objectifies her, making her seem somewhat emotionless, just an object the male character desires. She also wears red, which could symbolise love, danger and sex.
On top of this, the video also suggests that Males have more power than Females in relationships. In the scene where the male throws a paper airplane with the words "I love you" on it, it is clear that it's the male doing all the work to try and start the relationship. It's he who is trying to make it work, and therefore, it's he who has the power to ask her out. Despite the female's flirty glances and expressions, she doesn't bother acting at all to make the relationship work, instead seemingly waiting for him to make his move.
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