Return to search

A Glance at the Male Gaze

The purpose of this paper is to understand and criticize the representation of women in advertisements. I examine the opposing yet similar ways that women are portrayed in Dove and Axe advertisements, two brands of Unilever. This paper analyzes the way in which brands market their products in such a way to appeal to a gendered audience. I also explore the history of how women have been depicted in art movements such as Surrealism, detournement and culture jamming, corresponding with my project of digital mixed media advertisements. I examine the way in which the prevalence of the male gaze in the media hinders progression to a less dependent, inferior, and sexualized view of women in advertising.

Identiferoai:union.ndltd.org:CLAREMONT/oai:scholarship.claremont.edu:scripps_theses-1623
Date01 January 2015
CreatorsCohanim, Samira
PublisherScholarship @ Claremont
Source SetsClaremont Colleges
Detected LanguageEnglish
Typetext
Formatapplication/pdf
SourceScripps Senior Theses
Rights© 2014 Samira Cohanim

Page generated in 0.0019 seconds