Kim Kardashian Carl's Jr Commercial 1
http://www.youtube.com/watch?v=J11qUjHiGhs
Kim Kardashian Carls Jr Commercial 2
http://www.youtube.com/watch?v=hx-X2Wu_XbI
Nowadays, the concept of “male gaze” is commonly used in many commercials intentionally to attract more customers. In many commercials, women always are depicted as sexy or alluring as possible to make the product more appealing to audiences. The Kim Kardashian Carl’s Jr commercial shows a great example of how the “male gaze” serves the advertisement in a good way and successfully makes the chicken salad look more tasty and attractive.
In this Carl’s Jr commercial, the scenery that first appears to us is a woman, with a sexy long pajama, walking gracefully to her bed. And on her bed, there is a bowl of the “cranberry apple walnut chicken salad”. It is very interesting to me because the woman is not eating this salad either on her kitchen table or in a restaurant, instead she is eating it on her bed and lying down in a curly body shape. The company seems to want to send us the message that the salad is as tasty as her, or jump to the bed, enjoy the salad and her together. The commercial ends by a man’s voice, saying “who said salad can’t be hot?”
I also found another version of the same commercial. The sexy woman is not involved any more, instead it shows a young a boy doing exactly the same thing that was depicted in the other woman-version commercial. Without the presence of the woman, the salad just seems really normal and not hot at all. That is how “male gaze” works in the commercial. Women always are depicted sexy, tasty and waiting to be taken in commercials.
Do you think "male gaze" is a good strategy to use in commercials and should be encouraged?
ReplyDeleteThe "Male Gaze" seems to be working in commercials as advertisers are still using it as a tactic. If it did not work then the advertisers would switch over to some other model for their ads. I don't think that it should be encouraged because, most of the time, the "Male Gaze" part of the ad has nothing to do with the product itself. Commercials should try and show their product as close to realism as possible but most, if not all, commercials do not do that.
ReplyDeleteThe main point has to do with commercials.
ReplyDeleteThe main idea is that the "Male Gaze" is used to create these commercials just to bring in viewers and has little or nothing to do with the product itself.
The author supports her idea through describing the commercial and questioning the "Male Gaze" portions of the commercial.
The two commercials are given so that the reader can watch and compare the two with the author's ideas in mind.
Yingbo, I really liked how you showed the contrast of the two commercials because it really shows how affective the male gaze is. I think that the male gaze is a good strategy for selling a product, but it's degrading to females. It makes it seem as though the woman is the product for sale. That is why I believe the "male gaze" should not be encouraged. Advertisers need to find a new effective strategy that doesn't rely so much on women.
ReplyDelete