Group Presentation: Pantene Advertising Shampoo or…?

Posted: 21st March 2011 by Stella in Visual

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This picture is an ad for Pantene [shampoo] products. Viewers are encouraged to look at the model through male gaze; men want her; women want to be her. This model is portrayed as a fetish. The fetish being her breasts (or hair). They are, as the book states, “objects perceived as a spectacle to be gazed at openly with desire or reproach.” She could also be the focus of scopophelia. Viewers are drawn to gaze at her image as beautiful, erotic, or fantastic. Thus, she helps to sell their products through sex appeal.

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