Gaze is the specific way of perceiving a specific representation of a visual element. The elements under the gaze are mostly gender, race, sex and other main factors that constantly appear in the media. The most recurring form of gaze especially in the film and media industry is the male gaze in which the female body is objectified specifically for the heterosexual male audience. Scenes and specific camera angles are utilised to ensure the incorporation of the gaze elements. On the other hand, especially with advertisements, we can observe the female gaze as well in which male models are also portrayed with elements of objectification to maximise the reach of the heterosexual female audience.
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I feel as though the gaze within advertisements, whether it is morally or ethically right or wrong, is to act to obtain an audience for probable customers. Its unfortunate that advertisers feel the need to gain attention through the female or male gaze, as it sets indirect standards to the audience, for example perpetuated beauty standards or the standard of “heterosexual normalcy.” I wonder what advertisements would look like if the gaze were removed-or if the gaze can be removed at all? It’s a small thought, however if the gaze, whether that be male or female, is throughly engrained in our minds, can the gaze be removed at all? Or, because if the gaze is entirely subjective, will removing the gaze create some other type of gaze?