The Gaze

Here is a Calvin Klein underwear advert from a 2009 campaign, starring Eva Mendes as the model. The facial expression she uses I would say falls into the category of Romantic/Sexual. Her face shows almost passion, as her eyes are closed as if she in some sort of pleasure, perhaps an orgasmic element. This then relates the image immediately to sex, and agrees with Laura Mulvey's theory that the woman is often the 'image', whilst the man is the 'bearer of the look'. I would say that this advert appeals to both men and women, men from an obviously aesthetically pleasing side, whilst women from an envious or inspirational side - as they want to look like this. There are fetishistic aspects to this image, for example the use of high heels and lingerie. A combination that would never be used for anything other than from a voyeuristic approach. Her stance adds to the sexually suggestive theme, as the parting of her legs indicates sexualisation. She also has a fairly confident posture, suggesting she is putting herself on show, and is comfortable with her appearance. Her hair has an almost post-coital effect, as it is wet from either sweat or water, and is messy. This is then continued, as her body is oiled also, giving the impression of working out in some way or showering. The model has fantastic legs, which are exaggerated well by the use of high heels, adding to the attractiveness. She wears suspenders on the right hand image, which again are often a fetishistic element, so the image appeals more to the male gaze.

Here is another image from a Calvin Klein advert, this time with the use of Freddie Ljungberg. To begin with, he has short, well groomed hair - highlighting his masculinity. The lack of activity in his hair region means the gazer focuses more on other aspects of the image, such as the body. His face is well chiseled, with a structured jaw line, again adding to his masculine image. The lips however, are slightly pouted, giving a hint of femininity or perhaps seduction. The look he has emphasises this as he has a seductive expression, which is viewed as intra-diegetic gaze, making the whole image more engaging by breaking the 4th wall. The facial expression has a sense of invitation, and is intense yet subtle. The stubble he has again is another aspect of stereotypical masculinity. The choice of a red background has connotations of passion, danger, sex, heat and love. All of which are portrayed through the image, as everything about it is sexually suggestive, and the oiled up look indicates sweat from the heat. The bar displayed at the top of the image relates to the gym, and explains his sweaty appearance - however, is likely to be just a prop that allows for the model to display his bicep. The tattoo is of some sort of wild animal, and is in a fairly intimate location - making it sexually suggestive. The oiled/sweaty abs add to the sexualisation, as this is a fetishistic aspect aimed at women primarily, however with possible potential for homo-eroticness. The body in general is well maintained, and probably the model's 'temple', indicating metro-sexuality. It also has a post-coital effect - with the sweat and tensing. The necklace he wears is a feminine aspect almost, along with a fashionistic addition. Finally, the pubic area is shaven. This relates to indications of metro-sexuality, along with a sense of homo-eroticness as well. The advert appeals to gay and straight men, along with women. As women are the main spectator, whilst men are viewing as the product advertised is aimed at them.