OUCA501 - Examples of The Gaze in advertising.

Rimmel London;
The gaze of the model is looking away. This usually gives the viewer permission to look upon her as much as they wish. Almost passive and typically 'feminine' pose with the expression on the face and placement of the hand; has seen something shocking but remains perfectly 'composed'.

Gucci perfume;

This image has a contradiction within it, in terms of the reflection and the gaze. The left reflection shows the model almost appearing to be looking at herself (once again giving permission for viewer to 'gaze' upon her). On the other hand, the right reflection is looking directly at the audience. Although this may usually symbolise confrontation, the open mouth and lowered eyebrows, suggests yet again, passivity.
(The use of reflection in The Gaze is constantly discussed as a means that if a woman is looking upon themselves, then therefore she can be looked upon).

Topman;

The very opposite of the previous advertisement appears in this male advert. Here, the viewer is directly looked at, and looked at with aggression. The facial expression and stance almost suggests that the audience has been 'caught' looking at this male, so much so, that he appears to have stopped walking in order to begin protesting against this 'uninvited' gaze.

Calvin Klein;
That is not to say that males are not exposed to The Gaze. In this instance, this male model is in a reclining position with his hand over his face. This connects with the idea of the gaze being blocked from the viewer, allowing them to look on undisturbed.

Lung Cancer Alliance;

Disruption from the two previous examples of woman and the gaze can also appear. The example given below by Lung Cancer Alliance shows a women who is uncomfortable with being looked upon. The raised head and tight lips along with the unwelcoming stance all brake the viewer from looking at her with ease.