- The spectator’s gaze: the gaze of the viewer at an image of a person (or animal, or object) in the text. This type of the gaze is very popular in contemporary advertising. This is how customers look at goods they would like to buy without the product being involved in this communication.
Sometimes even a spectator's form of gaze can look very provocative, when a spectator is put in the position of vuaerist
- The intra-diegetic gaze: a gaze of one depicted person at another (or at an animal or an object) within the world of the text (typically depicted in filmic and televisual media by a subjective ‘point-of-view shot’). This type of gaze is used commonly in fashion advertising where correct and clear transfer of emotion is very important.
Fashion brand Dolce and Gabbana has been used intra-diegetic gaze in almost all their current campaigns.
- The extra-diegetic (or direct) address to the viewer: the gaze of a person (or quasi-human being) depicted in the text looking ‘out of the frame’ as if at the viewer, with associated gestures and postures (in some genres, direct address is studiously avoided).
An interesting example of using extra-diegetic form of gaze I found in Gucci Guilty campaign. In these ads, depending on who the product is targeting (men for the male perfume or women for a female version), that person has that extra-diegetic look straight at the spectator. This gaze demonstrates that the person who has it is in charge no matter if is a man or a woman.
Another example of extra-diegetic gaze mixed with voyeurism and scopophilia I found in American Apparel ad.
- The look of the camera - the way that the camera itself appears to look at the people (or animals or objects) depicted. It is just the gaze of the film-maker or photographer.
- The look of the camera - the way that the camera itself appears to look at the people (or animals or objects) depicted. It is just the gaze of the film-maker or photographer.
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