The Gaze

The Gaze is primarily used in two ways, one that challenges and one that offers an invitation. For example, in the first image pictured the subjects are looking away from the camera/our point of view, so we in turn look in further detail at the faces and imagery. By doing that we are able to capture the emotion, and in this particular case, the sense of security felt by both the mother and her child that only VW can offer. 

When this form of inviting Gaze is used in fashion advertising, it's known as scopophilia. By allowing us to look we receive pleasure in the form of a basic unconscious drive. The most famous example of this is the iconic ad for Wonderbra pictured below, which at the time caused a large number of car accidents due to completely capturing the male's attention. 

On the opposite hand, in this print ad produced for Grupo Vhiver the subject is staring directly at the viewer. Giving it the appearance that the subject is communicating with you personally and directly, creating a more challenging and impactful effect; thus making us take the message in more seriously, inviting us to act upon it with haste. 

It's important to note however, that the same Gaze can be used on a different subject/industry to communicate an entirely different message. The gaze that challenges is regular content amongst charity advertisements as it creates a more serious, challenging impact - picturing the subject as truly vulnerable. In vast contrast to this, when used in fashion and beauty it highlights the confidence a piece can give you, how you can stand out from the crowd, how to attract attention. This is known as the mirror stage, with the projected notion of an 'ideal ego' in the image. An example of this is the pictured ad below for the French company Citadium adopts a rebellious approach, reinforced by the challenging Gaze, communicating the need and opportunity to stand out and be confident. 

Weinzettl, M (2012). Lürzer's Int'l Archive Vol. 6-2012. p19, 118.

(2014). Citadium: We are no hard feelings. Available: http://adsoftheworld.com/media/print/citadium_we_are_no_hard_feelings. Last accessed 27th Oct 2014.