Midriff Advertising

This is part of BEBE's 2011 ad campaign.  I found it o the internet at www.talkingwithtami.com it is a good example of midriff advertising.  According to Rosalind Gill in the article Super Sexualize Me! Advertising and the "Midriffs" "Increasingly, young women are presented not as passive sex objects, but as active, desiring sexual subjects, who seem to participate enthusiastically in practices and forms of self presentation that earlier generations of feminists regarded as connected to subordination."(255)  This ad features Citia Dicker as an active character which cues us to "midriff" advertising.  She is in the drivers seat, literally.  Her posture and facial expression are cunning.  She is sexy in an if you dare sort of way.

The Male Gaze in 1920's Listerine Ad

I found this ad for Listerine circa 1920's  and I instantly recognized the male gaze happening in the picture.  The way her head is tilted back as if to be viewed.  There is a man in the picture but he is darker then the rest of the ad, making him secondary to the man who is viewing the ad, or rather the woman who is viewing the add through the male gaze.