The gaze’ is a term used by media theorists to refer to the ways in which people look at images of others in any visual medium. John Berger’s Ways of Seeing analyses the way in which both men and women are culturally represented and perceived. He talks about how women are used in advertisement for the male to view. He talks about how women are capitalised on.The images above is an examples of an advertisements that uses the male gaze to make the man want to buy the product. If the picture makes the male excited he will subliminally like that excitment with the product.
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