The gaze

Eva Mendes Calvin Klein advert

The advert is focused on the spectators gaze. This is becase of the way she is not looking into the camera and her body position. She's not looking at into the camera suggesting she is distracted from the viewer. The way she is stood shows off her legs and is suggestive towards the male viewer.

The advert would appeal the male audience but the product is targeted towards a female audience. The reson they have done this is because her body could inspire women to look like that and to get that look the viewer may feel they have to but the CK product. The way she has her leg on the left picture drwas attention to the product. A man might buy this product for his wife/ Girlfriend because he may feel it makes her more attractive to him because of the image he has seen in the advert.

The colour scheme is very simple so that you're not distracted by any colour or other images. This means you as the viewer are totally concentrated the the woman and the product. The image on the left is much larger and closer in that the image on the right. This draws the viewers attention to the image on the left. They have done it this way because the product is much clearer on the left image so the viewer concentrates a lot more on the image displaying product. Having two images on this advert means that they are promoting two products at the same time.

The gaze

Freddie Ljungberg Calvin Klein advert

He is using direct address to break down the fourth wall to create a relatiopnship with anyone who looks at this advert. For the female viewer they would be able to pick up the intense, suggestive look he is giving towards us. This advert would appeal to women more than men because of the images used. Men would see his body as a look that they would want to achieve so that is what would make them buy the product he is advertising. Women may also buy this product for their boyfriend/ husband because in their eyes it may make thier partner look more attractive like the man in the advert because of what they have seen in this image. 

He is holding the bar above to show off his muscles to make women want to see the advert. His hand holding the boxers draws attention to the product.

I feel that they have used the colour red as a background because red is the colour of love and passion, but is also a colour for anger and strength. This attributes of a man are all things that would attract the female audience.

The gaze - Forms of the gaze

·         The spectators gazeThe viewer (us) looking at the object (actor/ actress) in a film

·         The intra-diegetic gazePeople looking at each other in a text

·         The look of the cameraWorks best in a scene where a character is on their own. The camera will, for example look up and down a character or focus on a particular body part.

·         The direct address (or extra-diegetic) to the viewer
The actor looks at us. It’s called breaking the fourth wall.
What it does- Creates a relationship between us and them. It tells us it (the film) isn’t real.