Laura Mulvey "The Maze Gaze"

Laura Mulvey and "The Male Gaze"

Laura Mulvey was born August 15, 1941 and is a British feminist film theorist. She is currently professor of film and media studies at Birbeck, University of London. She worked at the British Film Institute for many years before taking up her current position.

She instigated The Male Gaze which is how an audience views the people being presented. In 1975 Laura created the term "male gaze" to ensure film audiences view the characters from the perspective of a heterosexual male.

Things in media such as videos and magazine covers, use figures to catch the gaze and sell the product to people. An audience can be easily distracted by the gesture of what's being presented for an advert for a product rather than paying full attention to what the product actually sells.

The theory is still relevant today because all media companies encourage this way of advertising through using famous music artists and various other types of celebrities or models to publicise products by using their aesthetically pleasing looks to encourage sales of the product.

The theory applies to this magazine front cover as it has David Beckham, a very well known football star and idol to most looking good on the front of a fitness magazine. Initially people will pick up this magazine due to seeing a familiar face such as a celebrity like Beckham. This magazine is mainly for men however having David Beckham on the front could potentially attract women as men's health is known to having topless men being displayed and therefore women will want to see Beckham topless. However referring back to the fact he is seen as an icon for many men will encourage heterosexual men to pick up the magazine.

In this advert Keira Knightley can be seen in a very sexual way. She seduces the photographer and undresses in front of him. This is teasing the audience and distracts the from what the actual product is selling. You only see the actual product for a matter of seconds but the advert is memorable and has captured your attention. Keira Knightley has an amazing figure and this could be seen as something to aspire to if you are a girl watching. Also men will want to watch this advert due to the fact Keira undresses and reveals some of her body on camera.