Laura Mulvey theory- Gaze Theory.
Her theory was basically
about the imbalance between men and women, the way men see women, the way women
look at themselves and how women look at other women. Laura Mulvey theory was
that women are used as a sexual object to attract or force men and women to
watch or see an advert or deliver a product. In 1975 when the theory came
across she believed that an audience had to “view
characters from a perception of a heterosexual male” in other words
sexually attracted to people of the opposite sex. . In some adverts women are
shown as a sexual object to attract the customers to buy the product even
though they’re not relevant for example chocolate adverts, some women did go
against this theory because liked the fact that they got attention and where
looked at by their beauty. These days we know that almost every perfume advert
whether it’s for male for female will be advertised using a female, this is
because it attracts guys a forces them to watch the whole advert.
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