Ways of Seeing - John Berger

John Berger analyses the manner in which men and woman are culturally represented. ‘Men act, women appear. Men look at women. Women watch themselves being looked at.’

Women are usually posed in a way to please the viewer, her gaze is meant to entice the viewer. This is the same in modern day adverts. Women unconsciously act in a way knowing they are being watched.

This theory is an in depth look on art, the way people view it and influences that traditional paintings have had on society and modern day publicity.

Berger states that “women were depicted in a different way to men – because the ‘ideal’ spectator is always assumed to be male and the images of the woman is designed to flatter him.”

Jib Fowles states, "In advertising, males gaze and females are gazed at." (Fowles, 1996)

This theory relates to my work in that the female is dressed in a way that could attract the male. She tries to get attention from the male throughout the video. She is never shown looking bad, with no make up on, messy hair, bad clothes etc. She is only shown looking smart.