Visual Culture Analysis: The Male Gaze in Wrangler Advertising

This essay analyzes a Wrangler advertisement, exploring the concept of readability within the context of visual culture, specifically through the application of Laura Mulvey's Gaze Theory. The analysis focuses on how the advertisement utilizes the objectification of women to attract attention and increase brand visibility, highlighting the role of the 'Male Gaze' in shaping perceptions and consumer behavior. The essay examines the deliberate use of a skimpily clad woman in a seductive pose to capture viewers' attention and examines how this approach aligns with patriarchal biases. Furthermore, the essay relates the advertisement to broader cultural discourses, including the rise of white supremacy and religious tensions in the United States, drawing parallels to historical and biblical imagery to illustrate the symbolic significance of the advertisement. The essay concludes by emphasizing how capitalism leverages pre-existing societal values to enhance product marketability.