The Gaze

The first image we our shown is a photo of Freddie ljumburg modelling for famous pants designer Calvin Klein. Freddie is shown to be holding one of his arms onto a bar above him and slighting pulling down his boxer shorts. He is holding onto the bar to flex his bicep, this will make his arms look bigger which will give a better look. He is also pulling his boxers down so you are attracted to his fist which is next to the logo of the boxers. He was also a top footballer back in his day; getting a sport figure like him to model the boxers will intrigue more men, especially those who like football or homosexual. Freddie is breaking the fourth wall which is known as staring directly down the camera, this effect makes you feel as though he is looking directly at you. This image is supposed to be appealing to women and gay men. The sexual look could make women think if they buy the boxers it will make their man look like him however this is just a fantasy.

This second image is a photo of Eva Mendes; she is also modelling Calvin Klein underwear here as well. She is well known for being in films, a top American actress. She is in a sexual stance; this makes her look really appealing and sexy. Eva looks hot and sweaty, but for men this can be a turn on, this image has been set to make her look like she’s just had sex, but still look good. The target market of this photo will be aimed at women and also men. The women will believe they can look as good as her if they buy the underwear, and the men will believe their partners could look this good.  Straight men are instantly attracted to this photo because of her sexual stance and her stunning body.