Further Examples Of The Male Gaze
Lynx, a deodorant brand
predominantly bought by males uses ‘tongue-and-cheek’ humour to attract their target
audience and suggest in their adverts that men who use the brand instantly
become more appealing to women. Many of their adverts have been banned for
degrading women and treating them as sex objects. One of their adverts features
a woman washing a car, eating an ice lolly and performing other daily activities,
although all are portrayed in a sexualised way. In every scene the model can be
found wearing revealing clothes to showcase cleavage and other body parts. The women
in these Lynx adverts are always the main focus point but again, this has nothing
to do with the actual product being advertised – deodorant.
This ties in with my
previous post concerning the ‘male gaze’ and in the advert listed below we are
able to find strong elements of it throughout.
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