Gazing at Men

In recent years, we have begun to see the extension of the male gaze into advertising for men's products aimed at male audiences. As marketers of fashion goods have attempted to grow new markets, they have extended to young men the pose of a woman aware of herself on display as an object of vision. This Jordache ad is typical of a new genre: men who don't act, but merely appear. Just as women could never fully occupy the position of the absent spectator-owner, so too new generations of young men, denied the historical resources of being a full spectator-owner, instead are positioned to become spectator-buyers. And as such, males are asked to imagine themselves as the surveyed; they are asked to imagine themselves as they might appear to other spectator-buyers.

For Men
Narrative Twist
Absent Spectator
Gazing at Men