Study Task 4 - The Gaze

THE GAZE

For study task 4 write a short anayalis of an image or advert using quotes from John Berger text. This piece of writing should explain how the gaze is portrayed or perceived in the specific image or advert.

In this short analysis I will discuss how women are characterized in the media through the gaze. For this analysis I have chosen Heat a women’s fragrance by Beyonce. This advertisement is a perfect example of how women are portrayed by the media as objects to be desired. According to Coward R 
'The emphasis on women’s looks becomes a crucial way in which society exercises control over women’s sexuality.'(Coward, R., ‘The Look’ in Thomas, J. (e.d) (2000) PP.35) This advertisement uses a number of techniques to make sure that the emphasis is on the models body. 
'Todays ideal is immaturity, a modern variant of feminine passivity. Because the female body is the main object of attention, it is on women's bodies, on women’s looks, that prevailing sexual definitions are placed.'(Coward, R., ‘The Look’ in Thomas, J. (e.d) (2000)PP.35) This is a good example of how having women, as the object of attention is the trend in the consumer system. The advertisement has been created to seduce you the models legs have been placed in a suggestive manner and her hair in a tousled fashion to create a seductive presence. The Fact that the colour red has been used for the packaging, clothing and the whole advertisement was a premeditated decision as it is the color of lust. This has been created to not only entice women but men.

‘Men defend their scrutiny of women in terms of the aesthetic appeal of women. But this so - called aesthetic appreciation of women is nothing less than a decided preference for a 'distanced' view of the female body. The Aesthetic appeal of women disguises a preference for looking at women's bodies for keeping women separate at a distance and the ability to do this. Perhaps this sex at a distance is the only complete securer relation, which men can have with women. Perhaps other forms of contact are too unsettling.'(Coward, R., ‘The Look’ in Thomas, J. (e.d) (2000). PP 34) This suggests that men in society judge women on how good they are by their looks and sexual appeal. This advertisement cleverly portrays the model in an enticing manner not only in the way she is laid but also with her eyes. The way a women looks at you effects if you feel challenged. This creates a fantasy for the male audience as they wont ever be able to obtain a super model so it’s an escape a conception not reality.

The gaze isn’t just aimed at men it has an effect on women to, this is shown through women wanting to look and be the best. 'There’s no simple matter of men imposing these meanings on women who can then take them or leave them depending on what they had for breakfast. Women are, more often than not preoccupied with images their owns and other peoples. However unconsciously most members of this society get the message that there’s a lot at stake in visual impact. Most women know to their cost that appearance is perhaps the crucial way by which men form opinions of women. For that reason feelings about self image get mixed up with feelings about security and comfort.'(Coward, R., ‘The Look’ in Thomas, J. (e.d) (2000) PP.36) Women constantly want to be up to date with fashion and trends and have the best products. This is because the gaze in the media is so strong. The model in the advertisement is full of beauty and sex appeal women want that so they buy into these products to achieve the same look for them selves. The model influences women to look good. Women will buy these products to make other women jealous to brag and tell everyone what they have will again have a knock on effect and the other women will to want to be as fabulous as the model.

The gaze not only affects women but younger women. ‘True though it is that women, especially young women are deeply concerned with their own images it is radically incorrect to liken women’s relation with media images to the happy state of Narcissus dominated by discontent. (Coward, R., ‘The Look’ in Thomas, J. (e.d) (2000) PP.37) Young people are constantly inundated with advertisements whether there in a magazine or online. Society plays such a big part in the pressure to obtain such products and to look a certain way.

In conclusion the gaze is a viscous cycle it’s an ongoing system the gaze in the media has such an influence and impact on both genders and all ages.