Focusing on how the piece was filmed brings up the issue of the male gaze. Within the article “Oppressive Texts, Resisting Readers and the Gendered Spectator: The New Aesthetics” by Mary Devearaux she argues under the premise that “the male gaze is not always male, but it is always male-dominated” (Devearaux, 339). Meaning that film and other media forms will always be male connoted. “Men do not always do the looking, but they control who does” (Devearaux, 339). This is very powerful statement in this argument and says a lot about how females feel they are being viewed, as well as how much power they possess. Within this piece, Fosse sees women as merely objects from the heavy makeup masking the girls’ true form, to filming just a dancer’s …show more content…
Schultz, however, steps in to explain that these ads are simply pictures. They do not have a history with any person or anyone in that moment. Schultz explains that these ads take away the human and leave an object to observe. Similarly, Fosse takes the person out of the performer on stage and shows movement through an object or the anatomy or parts. According to Schultz the male gaze is driven by “sexual anxiety” (Schultz, 368), meaning that a male feels the need to look at a woman as an object in order to make her difference and mystery seem rational and okay in their mind. Schultz defines the “paternal superego” (Schultz, 371) as a “masculine vision” (Schultz, 371) summed up with the terms, “power, violence and control” (Schultz, 371). Schultz states this because it is important to reflect on how men see themselves and how women see men. Finally, Schultz presents the image of the strong women in comparison with “history of bodies” (Schultz, 377). Strong women are ones who stand up to the male gaze and the male patriarchy. In contrast, the idea of the “history of bodies” (Schultz, 377) contextualizes a female body so that there is depth and meaning behind her. When billboards of models in lingerie
Kilbourne is aware of the varying viewpoints on these ads and seeks to be fair. She anticipated claims that she is reading too much into these ads and made sure to allow for more than one interpretation of the images. Furthermore, some critics point out that men are also objectified in ads. Kilbourne, again, reasonably acknowledges these critiques. She agrees that the objectification of anyone is not a good thing while still supporting her initial assertion that the objectification of women in ads is more harmful.
Furthermore, the author attempts to explain and decode the possible motives to use such a disturbing ad by stating that perhaps the ad is simply designed to get our attention, by shocking us and arousing unconscious anxiety. Kilbourne continuous by asserting that the plausible intent is subtler and it is designed to play into the fantasies of domination and even rape that some women use in order to maintain an illusion of being in control (496
This is suggested by Helen Simpson who stated that Carter centralises ‘latent content of fairy-tale’ is that women are objects of male desire hence patriarchal discourse establishes male supremacy to which Carter does this to challenge contemporary perspectives on the place of women by revealing the oppression that society inflicted. The Marquis is an overt example of male ownership of female bodies. Similarly, where Atwood exposes the harsh realities of oppressive patriarchy through the female body, Carter utilises the construct of the Marquis in the eponymous story ‘The Bloody Chamber’ as a grotesque embodiment of patriarchal control. In her essay ‘Visual Pleasure and Narrative Cinema’ Laura Mulvey coined the feminist term ‘male gaze.’ She argues that men are the audience and women are to embody the male perspective of women as objects of satisfaction.
In today’s society, the traditional differences between genders are constantly reinforced. The male figure is usually characterized as the strong, successful, dominant gender. When advertisements create a target message for men, they exploit the male ego. This means that men are thought provoked to look or be
Men are becoming more sexualized and being photoshopped in ads. In the article “Hunkvertising: The Objectification of Men in Advertising” by David Gianatasio, he talks about the how advertisements are sexualizing men and using sex to sell is nothing new to world. “The objectification of men in advertising (as with women) is not new…. And yet, a disproportionate number of buff, often-shirtless studs are lately popping up in ads” (Gianatasio). Gianatasio is giving an example of how men's ads turning into a sexualized object.
(Arrington, p. 610) Considering that, it can be concluded that although an ad might incentivize us to buy a product for the first time, the reason we continue to buy them is an autonomous decision. Moreover, Arrington argues that in most cases, advertisements do not invoke a completely diverse desire, but instead, they appeal to independent desires we already have. (Arrington, 613) So, an ad that maintains that whoever consume such product will turn irresistible to the opposite sex, is only appealing to the consumer’s already existing desire for sex.
In the video, she is wearing a swimwear, and convincing why she should come to Harvard. This evidently fits the stereotype of male, who makes a decision and their decision is often influenced by the female’s beauty. In addition, in the movie men are shown to have the power of women, and an example of this in the movie is when Callaghan, uses Vivian as his personal slave to get him what he wants instead of a male character working for him. These examples in the movie continue to put negative ideas in the mind of people who watch the movie especially
In comparison to the movie, the play undermines male dominance by focusing on women’s efforts to solve their own problems. First of all, there aren’t even men in the cast of the play,
Widely portrayed in literature, male dominance has restricted female freedom and progression, as women have been struggling to establish themselves as equal for ages. Male dominance suppresses ideals within society that respect a woman’s personal decisions and rights to her own body and mind. This struggle can be displayed through various scenarios. Being a major theme throughout “Hills Like White Elephants”, male dominance is an aspect also present in “The Unwanted Child” as they portray the struggle of oppression women undergo.
In Laura Mulvey’s article, “Visual Pleasure and Narrative Cinema,” she writes about the relationship between voyeurism, cinema, and gender. She begins by describing the concept of scopophilia, which means to gain pleasure from looking. She writes that scopophilia is inherently active/masculine, and that pleasure is derived from looking at other people as mere objects. On the other hand, the passive/feminine is derived from the experience of being looked at (pg.188). Mulvey sees this binary relationship between viewer and object being viewed as a part of our culture, and the greatest example of this is found in cinema.
Laura Mulvey’s article Visual Pleasure and Narrative Cinema was published in 1975, has set out the concept of visual pleasure and explains it under a system looks in cinema. Her theory points out that men looked at women, men are the subjects of women, and to look at the object position; (women) accept their role of being looked at and creating visual pleasures for men as well as in the social reality. Her approaching is to use the same “political weapon” (“psychoanalytic theory”) that “the unconscious of patriarchal society has structured film form” (the way men used to oppress women) (Mulvey 483), with the hope to leave “the past behind without rejecting it” (Mulvey 485). To analyze that the main bias of cinema lies in the obsessive psychological
The construction of a self-conscious female gaze is the prime objective of feminist theatres everywhere. British feminist theatre practice as elsewhere is an attempt made by women to claim their rightful space in the creative realm of theatre that was deliberately denied to them by patriarchy. The public gaze on women was always the male gaze, one that always wished to see women as objects. It was an ideological position that patriarchy sanctioned as the normal way of looking at women. Women were always the secondary sexual objects for the gratification of male sexual fantasies.
Advertisement two: Calvin Klein is a dark-full colour advert, for Calvin Klein Jeans advertisement (Figure II). Nudity combined with the body position and body language make this a highly sexual ad and a solid reason for its inclusion in the study. The Calvin Klein advertisement features a woman with a nude torso positioned on top of man with a nude torso. The visual elements presented in the second ad by Calvin Klein create visual texture; the ocean/rocks surrounding the human figures creates a frame focusing the eye on the bodies in the centre. The woman’s fixated body pulling away from the male model attracts the viewer down her arm, to her waist pointed at the logo at the bottom of the page (right-hand-side).
The advertisements are simply sexual just to be sexual. Many of the advertisements seem to just attract people to look at the models, not really to look at the clothes. According to the case study, American Apparel shoppers felt out of place when shopping in the store. The customer mentioned that the company “reeked of sexual sin”. The consumer said most of the items were “cute” but that some of the items were a bit too suggestive.
I am going to research the male gaze throughout art history and how it has been transferred into advertising. Throughout almost all of history, art has been created by men and for men. I want to examine how this affects the portrayal of women and femeninity in art from cultures spanning the globe. The male gaze has also infiltrated the way advertisements are made and I am going to study the correlation between ancient and contemporary examples of this. The advertisement aspect of male gaze can also be tied to makeup, and worldwide beauty industries.