Graduation Year
2015
Document Type
Campus Only Senior Thesis
Degree Name
Bachelor of Arts
Department
Media Studies
Reader 1
T. Kim-Trang Tran
Reader 2
Nancy Macko
Rights Information
© 2014 Samira Cohanim
Abstract
The purpose of this paper is to understand and criticize the representation of women in advertisements. I examine the opposing yet similar ways that women are portrayed in Dove and Axe advertisements, two brands of Unilever. This paper analyzes the way in which brands market their products in such a way to appeal to a gendered audience. I also explore the history of how women have been depicted in art movements such as Surrealism, detournement and culture jamming, corresponding with my project of digital mixed media advertisements. I examine the way in which the prevalence of the male gaze in the media hinders progression to a less dependent, inferior, and sexualized view of women in advertising.
Recommended Citation
Cohanim, Samira, "A Glance at the Male Gaze" (2015). Scripps Senior Theses. 513.
https://scholarship.claremont.edu/scripps_theses/513
This thesis is restricted to the Claremont Colleges current faculty, students, and staff.
