The Gaze in Advertising

There are many different forms of the gaze;  Socopohilia, Narcissistic Identification, Intra/ Extra diagetic Gaze, and Suture.  These are highly evident in numerous adverts and can often help an advert to speak to the right people in the right way.  Strengthening the call to action, and securing the desired response from the target audience.

 

This Adidas advert from the 2008 Bejing Olympics shows a form of Narcissistic Identification, this is common for sporting products as it is a highly effective way of reaching male audiences.

This Hugo Boss perfume advert uses Extra Diagetic Gaze, the actress in the shot gazes out at the viewer as though to entice them.  It could also be argued that this example also includes, Narcissistic identification, and socophilia.  Women want to identify with the beauty of the actress and the low buttoned shirt as she reclines on the couch makes her appear sexually inviting.

This Yves Saint Laurent Advert is an example of Socophillia, the naked woman reclining seductively on silk, creates the pleasure in looking. 

Suture is present in a number of the Apple adverts.  This first person perspective allows the viewer to imagine it is they that are holding and playing with the iphone.  This creates a feeling of ownership, despite never having touched one, it is also a good way of showcasing the products features.

This Chanel No.5 advert is a good example of Intra Diagetic gaze.  The two characters in the advert constantly catch each other gaze and we are drawn into this romantic world.  In this case the use of the intra diagetic gaze creates an emotion that although the viewer is not involved in they also feel.

This Dolce and Gabbana advert uses a combination of Narcisstic identification, Intra diagetic gaze, and socophilia.

Critical Positions on the Media

Marxism and Althusser.


Marxism is an 'economical and social system based upon the practical and economic theories of Karl Marx and Fredrich Engels.' (All About Philosophy, 2002)  Within his theory it is stated that 'the fundamental ideology of communism, it holds that all people are entitled to enjoy the fruits of their labour but are prevented from doing so in a capitalist economic system. (Marxism, 2010).  This can be related to advertising in that it follows the idea that the worker works alone, with no control over what is produced, a direct connection to capitalism.

Althusser was a Marxist philosopher.  He marxist ideology by by incorporating the ISA- Ideological State Apparatus.  This was a method used by organisations to propagate ideology, in an attempt to produce willing compliance.  This can be likened to a Panopticon, producing a willing compliance and enabling them to maintain control.


The Press (News Corp) and Advertising.


The media have had a large influence over public opinion.  Their constant presence in our lives means they can be highly influential over our decisions.  In this way they can be seen to manipulate us.  Rupert Murdochs News Corporation owns a large amount of the worlds newspapers and television channels etc. By controlling so much of the media he controls the "voice" read and heard by so many people across the world.  Our trust in the news means we are easily manipulated into the belief system of that "voice".

It can be argued that in the 2010 general election in the U.K, it was Rupert Murdochs decision to back the conservative party just days before the the voting, was the reason they then went on to receive the majority of the power in this coalition Government.  This can be linked to the ISA as it is propagating ideology and generating willing compliance from the public.

It is often argued that Advertising works in the same way, through manipulation to produce willing compliance.  However, there are several differences between Advertising and propaganda.  The most important being that advertising presents us with a choice, or an option whereas propaganda  presents us with just one choice, compliance.


Semiology.


Semiology is the study of signs.  These signs can be found throughout our daily lives, whether we realise it or not.  "Semiology is thus embedded in a rich and complex series of ideas whose implications are still actively debated" (Rose, 2004, P 24.)  Semiology is dependent on scientific knowledge that contradicts the ideals of ideology.  Williamson is a key theorist on these subjects and argues that advertising is a key form of influential ideology within capitalist societies.