Male Gaze - Ck Adverts

Following our work on the Male Gaze, we were given two photographs to analyse both from Calvin Klein underwear. One of a male Fredrick Ljungberg and one of a female Eva Mendes.



Freddie Ljungberg:
Hair: short, clean, masculine
Look: slight pout, intra-diegetic, inviting, suggestive
Face: well structured, chiselled
Lips: slight pout, seductive, shiny, feminine
Stubble: groomed, masculine, rugged
Body: muscular, athletic, sweaty, post coital
Abs: toned
Pubic Area: shaved, clean
Hand: fist, strong/aggressive, suggestive
Underwear: tight, revealing
Tattoo: bold, wild animal, sexual place, shows he can take pain
Necklace: feminine, religious
Background colour: red, sexual, romantic, link to arsenal
Bar: pose showing off arm muscle
Bicep: big, toned, works out

This advert is aimed at men, to make them buy the underwear. However it appeals to women because of the model. It will also act as a role model for some men who want to look like that.

 

Eva Mendez
Look: orgasm, distracted, doesn't care whos watching her
Legs: long, thin, open - sexual invitation
Stance: open, confident, standing her ground
Arms: strong
Lingerie: seductive, revealing
Body: post coital, after sex sweat, slim, small breasts
Shoes: shoes with lingerie - pornographic
Feet: on her tip toes elongating legs
Hair: wet, feminine, post coital, messy, swimming/shower

This advert is aimed towards women, to encourage them to buy the underwear. However it clearly appeals to men due to the attractive model.