The ad is putting the audience in the perspective
of a heterosexual man. The ad shows a
pair of female legs with her underwear around her ankles. The ad is clearly meant to be seen from the male’s
perspective. The image of the legs and
underwear has nothing to do with a film processing lab, it is just trying to
get the attention of the male audience.
This ad reinforces the Gaze’s position, in that the ad is clearly meant
for the male audience, and it has nothing to do with the product it is trying
to sell. It is using sex to sell, ‘If
you develop your film here, you could be in this situation.’
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