The Gaze

Representations from hammonda

The Gaze Music Video Analysis

Soundtrack 2 My Life - Kid Cudi (Music video)

This video for Soundtrack 2 My Life by Kid Cudi is a collection of tapes from his various gigs and tours edited and stitched together to produce a music video, with a few extra bits filmed especially and added in for the song's video.
Kid Cudi opens the video with a 'Comic' gaze into the camera lens as he is purposely pulling a face which is exaggerated and acting the fool in the snippet of film, this is a look recognised by Trevor Millum in the 1990's. Snippets of his tour are stitched together through editing for the following minute of the video, showing behind the scenes footage and gigs. However, Cudi then throws a Marjorie Ferguson 'Super-Smiler' look towards the camera, with his full head in the camera shot and a wide open, toothy smile as his head thrusts forward. He then shows another one of these gazes a matter of seconds after the first 'Super-Smiler' as he is side-on to the camera. Throughout the whole music video, Kid Cudi continues to use 'Carefree' looks towards the camera and towards other people in the scene with him, which shows his personality well throughout the video. Cudi also displays the 'Practical' gaze when he is focusing on the iPod/iPhone type object in his hands in the car. This look is a combination of concentration and being engaged in the business in hand, with his mouth closed and his eyes object directed, with a very slight frown.
I think Kid Cudi's video to Soundtrack 2 My Life is a good example of all the various 'looks' and gazes from Marjorie Ferguson and Trevor Millum as it has examples of more than one of the looks, so you get a clear idea of each one.

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.

The Gaze

Marjorie Ferguson (1980's)
Chocolate Box
-Half/Full smile
-Lips together/Slightly parched
-Teeth barely visible
-Full/Three quarters of face to the camera

Invitational
-Emphasis on the eyes
-Mouth shut with hint of a smile
-Head to one side or looking back at the camera

Super-Smiler
-Full face
-Wide open, toothy smile
-Head thrusts forward or chin thrown back
-Hair often wind blown

Romantic or Sexual
-Includes male/female 'two somes'
-Dreamy
-Heavy lidded
-Overtly sensual/sexual


Trevor Millum (1990's)
Seductive
-Similar to cool/level
-Eyes less wide
-Expression is less reserved but still self-confident
-Milder

Carefree
-Active
-Healthy
-Vibrant
-Outdoor girl
-Often smiling/grinning

Practical
-Concentrating
-Enraged in business in hand
-Mouth closed
-Eyes object directed
-Sometimes a slight frown
-Hair often tied back or short style

Comic
-Deliberately ridiculous
-Exaggerated
-Acting the fool
-Pulling faces

Catalogue
-A neutral look as of a dummy, artificial or wax like
-Features may be in any position, but most likely to be with eyes open wide and a smile
-Looks remain vacant and empty with personality removed