The Male Gaze.

The male gaze is a theory founded by Laura Mulvey, who believed that the way in which films are produced, are in the eye of a male viewer. She believed that because of this, the films audiences have to view characters from the perspective of a heterosexual man.
She categorised this viewing theory under three ways:

1. How men view women


2. How women look at themselves, which links into:


3. How women view other women.

The male gaze has this idea of the camera 'lingering' on the curves of the female body, and the events which occur to women are presented largely in the context of a man's reaction to these events.
It relegates women to the status of objects almost. The female viewer must experience the narrative secondarily, by identification with the male.

In the 1980's, Marjorie Ferguson identified four types of facial expressions on the front cover of British women's magazine and categorised them as follows:

1. The chocolate box - Half/full smile, lips together/slightly parted, teeth barely visible, full/three-quarters of face to the camera. This gives the impression of innocence, creating a 'nice' image. For example, Cheryl Cole on the cover of October 2010's issue of Vogue.
   
2. Invitational - Emphasis on the eyes, mouth shut with a hint of a smile, head to one side or looking back to the camera. This gives the impression of a woman who is confident with herself, coming across as endearing and inviting to an audience. For example, Catherine Zeta Jones on the cover of May 2010's allure gives an invitational look
3. Super-smiler - Full face, wide open-toothed smile, head thrusts forward or chin thrown back, hair often wind blown. This gives the impression of a happy-go-lucky woman, This gives the impression of a happy-go-lucky woman, not intended to appear in any sexual or inviting way at all. This example of Kate Hudson on the cover of the June 2008 Vogue presents her in this way .


4. Romantic or sexual - Includes male/female 'two-somes', dreamy, heavy lidded, overtly sensual/sexual. To present an advert or magazine in this way connotes feelings of sensuality and desire, this may also create lust from the consumer of the way in which the two models appear. For example, Calvin Klein typically present their advertisements in this way, playing on the fact that it is to promote underwear - Mark Wahlburg and Kate Moss are seen modeling CK underwear in the advertisement below.

During the 90's, Trevor Millum took Fergusons theory into mind and created his own theory of which he thought to be more of a correct way of categorising these expressions.

1. Seductive - Similar to cool/level, eyes less wide, expression is less reserved but still self-confident, milder. This gives the impression of a strong woman, shown on October 2010's French issue of Vogue iconic insert with Kate Moss on the cover.
   
2. Carefree - Nymph-like, active, healthy, vibrant, outdoor girl, often smiling/grinning. This expression connotes feelings of happiness and energy, Lauren Conrad, in this example, gives a wide-toothed smile with wind-swept hair on the cover of May 2010's issue of Glamour Magazine.



3. Practical - Concentrating, engaged in business in hand, mouth closed, eyes object directed, sometimes a slight frown, hair often tied back or short style. This is shown in this picture of a woman, concentrating on her work, hand held to her head and hair brushed back
   
4. Comic - Deliberately ridiculous, exaggerated, acting the fool, pulling faces. This gives the impression of a humorous, care-free cover, in this case, Dazed and Confused's July 2008 issue features a model posing with a comic expression on their face, this adds a quirkiness and keeps in tone with the unique quality of the magazine.


5. Catalogue - A neutral look as of a dummy, artificial, wax-like, features may be in any position - but most likely to be with eyes open wide and a smile, looks remain vacant and empty with personality removed. This gives an un-real look to a magazine cover, although it could also come across as soft and neutral but in this example, Victoria Beckham shows off her 'wax-like' expression on May 2010's issue of Vogue Germany.