The Gaze

In advertising 'the gaze' is characterised by who is the 'gazer' i.e. the viewer.
Different forms of the gaze are used to create different effects on the audience.

One form of The Gaze is The Male Gaze, which occurs when the camera puts the audience into the perspective of a heterosexual male. Mulvey said that women were sexualised and objectified because it was heterosexual males that were in control of the camera, he also argued that The Female Gaze was the same as the male counterpart - because women look at themselves as how they would like to be seen by men.

This advert for Axe deodorant by BBH New York, addresses the issue of 'Susan Glenn' - a physical representation of 'the girl who got away'. When using Mulvey's arguments about the male gaze in the context of this particular advert. I agree with Mulvey entirely; men want to be with Susan Glenn and women want to be her.