REEBOK EASYTONE ADVERT- male gaze

This advert focus' on every gaze except the chocolate box and the romantic as the woman doesn't look at the camera.

Trevor Millum distinguished the forms of the male gaze in his study of women in magazines and adverts...
-attention directed towards others
-attention directed towards an object
-attention directed to oneself
-attention directed to the reader/camera
-attention directed into middle distance


Laura Mulvey- The male gaze...
-Visual pleasure and narrative cinema (1975)
-Active male/passive female
-Woman as image and man as the 'bearer' of the look
-Voyeuristic
-Fetishistic