Gaze & Identity

This is the most obvious example of the 'male gaze' in the fact that it literally addressing men, and the woman is obviously there for men to look at.I think this also addresses the subject of identity as women would compare themselves by the idea against this and that women are meant to embody beauty, elegance and domestic abilites.This is what women have been represented as in patriarchal mass media for years for what it means to be female. It is assumed we need to mould ourselves to the set ideal.





TBWA's "Hello Boys" billboard for Wonderbra

 

 This ad shows a different side of the usual male image represented in ads. The CK billboard in New York’s Time Square,  created quite a stir because at that time (1980s) people weren’t used to such a bare and intriguing public display of the male body. Men would usually be represent as being tough, business minded and competitive.