The Gaze- Tom Ford

The Gaze is a topic under much debate, many social and political comments about feminism power and objectifying the opposite sex are made when discussing this topic. Generally cologne and perfume adverts are the primary product that evokes the objectifying of the opposite sex and various qualities associated with it.

The advert above is one that, for obvious reasons has caused many debates into the Gaze and how this vulgarity even for expensive produce is not acceptable and is degenerating to all women. However being one of the most famous homosexual designers Tom Ford argues that the advert and thus its strategy is ironic and empowering as it allures men without an identity (or face). The woman exposes the heterosexual man as a lust stricken and incomplete being next to the modern woman. The lack of look or body contortion that is common in most other perfume adverts is removed so that the woman is displayed not as an emblem that is exposed by a man behind the camera but as an object who teases and taunts in a elevated situation. She remains dominant because she highlights the power of women ajoined with homosexual men and demonstrates that the desire of heterosexual men for all base lusts such as gold and sexual pleasure are understood and mocked by women for their physical limitations