Critique of the Glo Christmas Ad Using Laura Mulvey’s Theory

 

Critique of the Glo Christmas Ad Using Laura Mulvey’s Theory

Laura Mulvey is a film theorist who introduced the idea of the male gaze. She said that in many films and ads, women are shown mainly to please the eyes of male viewers. They’re often made to look beautiful or sexy, but they don’t do much else.

In the Glo Christmas ad:

  • We see a lot of women dancing, smiling, and wearing colorful clothes.
  • They don’t speak or take leading roles, they’re just part of the background.
  • The camera focuses on their movements and beauty, which shows how they’re being used for visual pleasure.

This is exactly what Mulvey talks about. Even though the ad is joyful and colorful, it still uses women as decoration. They’re there to look good, not to lead or have a voice.

In conclusion: The Glo ad is fun and festive, but it still shows women as objects to be looked at not as active, powerful people.

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