LuhaAhmed 6/03/2017

Through research about advertisements that exploit the “Male Gaze” theory, I came across several “Budweiser” beer adverts which represented women as “passive objects of the male gaze.” Phallocentrism, the superiority of the male sex is heavily supported through Budweiser’s adverts through the years. As we see below these older images still emphasise the power of the male figure as the women pour the drink into glass for each man. Furthermore, this supports traditional views on women being a homemaker and men being the source of all finance. The men in these adverts are also seen wearing decent clothing which cover their bodies, thus diminishing the sexualisation of the male gender. They are also seen as enjoying the drink while the women in the posters above are only seen as objects in order to sell the product.

The Male Gaze Laura Mulvey

LuhaAhmed 6/03/2017

“Scopophlic, arises from the pleasure in using another person as an object of sexual stimulation through sight.” This phrase is true in terms of the modern-day images produced. As we can see below, these women are displayed as “erotic objects,’ merely to appeal to the target market of the brand. In addition, features of the “Male Gaze” are supported by highlighting the curves of the female body. Lastly, as Laura Mulvey believes, “the audience views the characters from the perspective of a heterosexual male” does relate to these advertisements, in that women are used to attract this specific audience. They also do not have anything to do with the product, or relate to it in any way, thus implying that they have only been used to make use of the “Male Gaze” to generate publicity for the brand.