Laura Mulveys Male Gaze Theory

The male gaze occurs when the audience is put into the perspective of a
heterosexual male, i.e. the scene will focus on the curves of a woman. However
this only works if they are highlighted with specific conventions such as slow
motion, deliberate camera movements and cutaways.
The theory suggests that the male gaze denies woman human identity, therefore
leading to the objectification of women. The male gaze leads to hegemonic
ideologies within our society- ruling or dominant in a political or social context.
Because of the male gaze, women end up objectifying each other.
For example:

Despite the fact that this is is an advert for enhanced milk, the advertisement
is clearly aimed at the male audience through the sexualisation of women. It
could also be argued that this also makes women objectify themselves, by
looking at this image and the poses theyre in/Mies-en-scene featured within the
images, women would be more inclined to purchase this brand of milk due to the
possible pressures they are under by society.