While the advertisers think that they are improving themselves and their artistic capabilities in presenting any product in more attractive way, the audiences are getting more confused to determine whether they are advertising certain characters or the products. Advertisers are seeking to be more and more competitive in attracting audience towards the product of which they design advertisements. There are different ways of taking people’s attention. The easiest and simplest technique is to provoke male gaze.
One such advertisement is that of Mini Water Pump, which, because of the influence of male gaze, have created confusion for the audience in understanding what actually is advertised: product or the human body. The advertisement of Mini Water Pump simply ends with presentation of a notorious case of a male peeping into a bathroom where a woman is bathing. The advertiser wanted to draw the attention of the audience towards the product, but in doing so the advertisement goes astray as the women’s bathing overshadows the whole episode and the product becomes invisible.
The advertisement of Haldi Bari Tea is one such example, which reveals why the Nepalese television advertisements present images that make it confusing for the audience to identify the relation between the images presented in the screen and the product of advertising. The advertisement of Haldi Bari Tea starts amazingly with a woman’s bare waist part as a central focus. To a normal consumer of any type of tea, there is in fact, no relation between the waist of women and the taste of tea. Though there is no relation between the two things, the advertisement meticulously displays the bare waist part making it ridiculous for the audience to look at. But if we look at it from the psychological perspective, it can be deduced with certainty that the use of such irrelevant thing in advertising a tea comes from the effect of male gaze that the designer harbours. It is presupposed by the advertisement that the audience are something like the voyeurs who are attracted by the sight of a woman’s back part. And once they are drawn by the “pleasure of looking” secretly at the bare waist part of a woman, as it is supposed, immediate display of the tea would also catch the audience’s eyes. This is something like luring the voyeurs to a dark and secret place and suddenly showing a product so as to attract them in consuming it. All this irrelevant images come together in the advertisements simply because in their making, male gaze is overpowering...........[some sections missing] ........... ........... ........... ........... ........... ........... ........... ........... ...........
One such advertisement is that of Mini Water Pump, which, because of the influence of male gaze, have created confusion for the audience in understanding what actually is advertised: product or the human body. The advertisement of Mini Water Pump simply ends with presentation of a notorious case of a male peeping into a bathroom where a woman is bathing. The advertiser wanted to draw the attention of the audience towards the product, but in doing so the advertisement goes astray as the women’s bathing overshadows the whole episode and the product becomes invisible.
The advertisement of Haldi Bari Tea is one such example, which reveals why the Nepalese television advertisements present images that make it confusing for the audience to identify the relation between the images presented in the screen and the product of advertising. The advertisement of Haldi Bari Tea starts amazingly with a woman’s bare waist part as a central focus. To a normal consumer of any type of tea, there is in fact, no relation between the waist of women and the taste of tea. Though there is no relation between the two things, the advertisement meticulously displays the bare waist part making it ridiculous for the audience to look at. But if we look at it from the psychological perspective, it can be deduced with certainty that the use of such irrelevant thing in advertising a tea comes from the effect of male gaze that the designer harbours. It is presupposed by the advertisement that the audience are something like the voyeurs who are attracted by the sight of a woman’s back part. And once they are drawn by the “pleasure of looking” secretly at the bare waist part of a woman, as it is supposed, immediate display of the tea would also catch the audience’s eyes. This is something like luring the voyeurs to a dark and secret place and suddenly showing a product so as to attract them in consuming it. All this irrelevant images come together in the advertisements simply because in their making, male gaze is overpowering...........[some sections missing] ........... ........... ........... ........... ........... ........... ........... ........... ...........
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................ ..........[some sections missing] ...........of Mero Mobile where a woman is presented with a mobile phone in her ear is a typical example of the type of advertisement, which arise confusion. The major focus of the advertisement is on the white teeth of the woman than on the service of Mero Mobile. This characteristic is common in most of the advertisements. For example, the advertisements of Rite Juice, Citrus Lime, CocaCola and New Liril Orange have given emphasis on the women’s body parts instead of the product itself. This makes audience confused in determining whether the piece of advertisement is advertising any toothpaste or the teeth of the woman or the woman herself.
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