Would it be a bit of a stretch for me to say that nearly all fashion ads are shot through a male gaze? Because I think that most are. The male gaze is very obvious in ads that are overtly sexual, such as this Valentino Fall 2009 ad:
When I first saw this ad running this season, I was shocked at how raunchy it was, especially for Valentino. However, many fashion ads are shot through this very sexual, male gaze. Now, lets compare the above ad with an ad from Valentino Fall 2008:
Some would probably argue that this ad is shot through a female gaze- the subject looks very innocent and ethereal. However, it is because of this innocent daintiness that I believe this ad is also shot through the male gaze. In our traditionally patriarchal society, the view of women was that they were to be dainty, pretty, non-threatening and innocent. The woman in this ad is certainly beautiful. She is dressed in a very feminine dress and she is staring off into the distance, not directly into the camera which would be more authoritative. It seems to me that because of these characteristics, this ad is also with the male gaze in mind.
When I first saw this ad running this season, I was shocked at how raunchy it was, especially for Valentino. However, many fashion ads are shot through this very sexual, male gaze. Now, lets compare the above ad with an ad from Valentino Fall 2008:
Some would probably argue that this ad is shot through a female gaze- the subject looks very innocent and ethereal. However, it is because of this innocent daintiness that I believe this ad is also shot through the male gaze. In our traditionally patriarchal society, the view of women was that they were to be dainty, pretty, non-threatening and innocent. The woman in this ad is certainly beautiful. She is dressed in a very feminine dress and she is staring off into the distance, not directly into the camera which would be more authoritative. It seems to me that because of these characteristics, this ad is also with the male gaze in mind.
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