The male gaze is about sexual objectification on women in the media a theory by Laura Mulvey. Mulvey claims that “the gender power asymmetry is a controlling force in cinema and constructed for the pleasure of the male viewer, which is deeply rooted in patriarchal ideologies and discourses.” this means that men are seen as the target audience and the females as the entertainment as men overpower women in a patriarchal ideologies so they put the stereotypical male wants and desires in the spotlight. Mulvey also believes that women are in fact “the bearer of meaning and not the maker of meaning,” meaning that women are just put in scenes to be objectified and observed by the male audience and not have any professional purpose in a role.
This is seen in the Jimmy Choo perfume advert 2016 where typical camera work and editing is used to objectify the woman supposedly advertising the perfume, for example, fragmentation is used through out the advert such as when she unzips the dress and walks up the stairs, this is when the camera has extreme close-ups on the body parts of a woman causing the audience to focus on her body more than the purpose of the advert, this objectifies the woman instead of selling the perfume, she is also objectified when slow motion is used as it allows the men to look for longer and observe the woman again prooving the male gaze theory that women are the barer of meaning and not the maker of meaning.
This is done to bring in a male audience as well and a female audience as the female audience will be typically fixated on the perfume and how it looks nice and the woman advertising it is pretty and the ideological female in the media making them want to buy it to please their man and the men will be focused typically on the female and that she looks good so they might buy the perfume for their partner as they desire to have a girl that looks the way the media represents them which is a glamorous object only to be observed and to be there for the entertainment of men and men only.