This is an ad for Givenchy and their Hydra Sparkling Moisturizer
Sex Role Perspective
This ad reinforces and resists stereotypical feminine characteristics at the same time. The woman in the photo has glass like skin with no imperfections, which reinforces the stereotype of women having flawless skin.
However, the woman has a more androgynous look. She resists what the the stereotypical woman looks like and acts like. She has a shorter haircut that is styled more like a stereotypical male. She is making intense eye contact with the audience, but not in a sexual manner. She also is not delicately touching her face, which is a common theme in women’s skincare ads. She has a blank expression on her face as well.
Gaze Theory
The ad is not targeted towards the male gaze, as the ad is more androgynous and simplistic. The ad does not objectify the woman in the photo, and leans towards men and women using the product, as the ad is not overly “feminine” stereotypically. The blue is a nice neutral color. There are no flowers, or “frilly” elements that would make men look at the woman in a certain way, or scare away men into thinking the moisturizer is only for women by seeing stereotypical feminine characteristics.
Shared by: Megan Jasen
Image Credit: https://www.pinterest.com/pin/112308584445437195/