Feminist Perpective

Naughty Girl
 This Poster has Theory of Male Gaze. As the Main Focus of the poster is a women who is Standing in a every seductive way. The title of the poster is called 'Naughty Girl' which is also suggesting the poster is for straight heterosexual male. The costume of the model is quite revealing and playful. The women in the background also has a strong look which is grabbing the audience's attention.
































John Berger:
Men act, women appear. As in the men does all the actions and saves women. Whilst women just appear to 'entertain' the heterosexual male. 

 The gaze functions in two different ways...

  • Intradiegetic gaze (when one character looks at another character)
  • Extradiegetic gaze where the audience looks at another character 
  • both gazes are potentially voyeuristic in pleasure. 
Key Theory 8 - Feminist Theory - Liesbet Van Zoonen
  • Men bodies and Women are encoded in a different ways in media products, through media language. 
  • Additionally, Women's bodies are used a spectacle to sell media products. Therefore there is an assumption that the audience are always a heterosexual male. 

Sexualisation process of seeing a person or individuals in a sexual way. 

Hegemony
Where one group wields power over another, not though domination, but through coercion and consent. 

  • Societal hegemony following rules in society, for example being polite in public 
  • Familial Hegemony following rules in your family 
  • Religious Hegemony following rules based on religious ideology 
  • Political Hegemony following rules given by the government
The model in the beach body advert, she is Stereotypically hegemony attractive 


The male in the poster is stereotypically shown as stronger and more confident whilst the females are portrayed as stereotypically damsel in destress. 

The women are dressed in white dress which shows that they're angelic and 'pure' in contrast to the vampire who is dressed in red which represent danger.

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