10/23/09 Reading the Gaze

For this week's blog post, I will write about the reading on p220-226 Reading the Gaze: Gender Roles in Advertising. After reading and viewing the advertisements, I was most interested in learning how "the gaze" is primarily determined on how the position of the person in the ad is viewed by the reader. I was surprised by how much sex appeal is included in some of the advertisements, not just in the reading but everywhere in general. As for the article, I agreed with the author when he said that the way the person in the advertisement is looking at the reader, plays a big part in the social relationship that the viewer forms with the ad. ex.) a smile asks the reader to enter a a relation of social affinity with them. I didn't disagree with anything since the info was based on actual advertisements. This article was well developed in the sense that it proved how gender roles in advertising does in fact play a huge role in marketing.