1. Laura mulveys male gaze theory
Laura Mulvey and her theory of the Male gaze influenced by the
works of Freud, is key to the Feminist Film theory movement and has
been of great influence since the mid 1970's.
Mulvey argues that in women are represented to provide visual
pleasure to men . this is known as the male gaze. It is considered
both voyeuristic and fetishistic. The theory also states that women
were merely shown on screen in order to provide men with visual
pleasure and have an erotic impact. This theory can be attributed to
the modern music industry, which employs a ‘sex sells’ attitude,
which is done via music videos and promotions ( posters, billboards
etc.)

2. How we will use the male gaze theory
• Although using women to provide visual pleasure
for men is a powerful way to advertise a product,
it would not be relevant or appropriate for my
music video, advertisement or cd cover. The main
reason for this is that we are creating an
animation music video, and stick figures cannot
be portrayed as ‘sexy’. The second is that it
wouldn’t fit the theme of the song in our music
video. The song is about love and the boundries
people go to for those that they love, and trying
to make the video ‘sexy’ doesn’t fit with the
music or the lyrics.