This Jockey ad is a great model and example for the male gaze. As you can see, the lady is looking into the mirror at herself. We assume this role of a peeping tom because her eyes are not focused on us, so we have this power over her because she is acting as if we are not there. Although the ad is about the underwear, it uses this females body to show us “what a female would look like if they too wore this underwear.” Subliminal messages are sent to us when they show us this beautiful woman. As we can see in any couture or glamour magazine, they never show an overweight person in a underwear ad. This is because you are selling the person, which ultimately sells the product.
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