The Male Gaze Notes

Marjorie Ferguson's aspects of the male gaze:

The Chocolate Box: this is when the person depicted is pretty or attractive in a conventional or idealised way. it originally comes from the decorative way companies decorate chocolate boxes in order for customers to notice the product and buy it.

generic and pleasing picture. warm smile and pretty without breaking any sort of society's conventions.



Invitational: this is when the person in the picture is posed in an inviting way. it could be inviting in numerous ways and can be a means to many ends. often the invitational look is thought of as to depict more sexual poses because sex sells. however, it can just be someone enjoying some food which is invitational for the onlooker/customer to buy the food.

Top Image: group of people eating a meal and obviously having a good time, invitational to go to certain restaurant and not at all sexual.

Bottom Image: Eva Mendes posing in a sexual manner. her legs are parted and she makes no effort to hide her body. this is invitational in a sexual way and used to sell underwear.



Super Smiler: this is when the woman depicted would be smiling a very huge smile or grin. it is used to show that she is having a good time but at the same time keeping her attractive looking to play to the male gaze.

woman in the picture has a big grin on to show she's having a good time in whatever she's doing. picture also shows confidence and gives her an attitude which is also like-able.



Romantic or Sexual: this is probably the one that gets talked about the most in terms of the male gaze. it very much uses the idea of "sex sells" in order to advertise whatever it's advertising. despite being the one that gets criticised the most, it's probably the one that works the most.

clearly sexual exchange between the two in the picture. things like this would probably be used to sell fragrance or perhaps blue jeans as that's what they're both wearing.