The Gaze, Advert Analysis

J'adore Dior (Charlize Theron) Advert

In this J'adore Dior fragrance advert, Charlize Theron is dressed in a revealing, expensive dress with a slit all the way up to her hip to reveal her right leg as she walks, which immediately catches the eye of the male, and sometimes female, audience. Throughout the advert, Charlize is strutting down a long hallway; This is a powerful walk that oozes confidence and control. Whilst striding towards the camera, Charlize is roughly throwing her jewellery (that looks expensive and valuable) onto the ground. This presents a reckless character who isn't short of money. However, as she is throwing her jewellery onto the floor, Charlize stares into the camera in front of her and into the audience watching on the other side of the screen - the look that she gives is called the 'Seductive' look distinguished by Trevor Millum in the 1990's. In this look, her eyes are less wide than usual and her expression is less reserved but still self confident whilst staring into the lens. To add to the seductive look that she gives the audience, Charlize starts to undress until she is completely naked and still strutting down the long hallway. Her skin appears smooth and shimmers in some lights, adding to the sexy appeal that Dior were trying to achieve. After undressing, Charlize looks up to the camera lens and throws what's called an 'Invitational' look, created by Marjorie Ferguson in the 1980's, just for about 2 seconds. This look has an emphasis on the eyes and the persons head is to the side whilst looking at the camera. Notice that although she removes her jewellery and clothing, Charlize keeps her high heeled shoes on - This is something we relate to strippers etc. Which then again adds to the sexy theme of the ad. Finally, the advert ends with Charlize still strutting powerfully and remaining as confident as she was at the start of the advert when fully dressed - This advert is more than likely to catch The Male Gaze throughout the whole 19 seconds. This advert is a perfect demonstration of Laura Mulvey's theory of The Male Gaze.