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Is This Olympus Camera Ad Sexist?

One of the things that comes up in a gender studies class is the concept of the “male gaze.” Generally speaking, it’s the idea that men have a particular and at-times oppressive way of envisioning women (innocent, helpless, submissive, dumb, etc.) which is reflected through the media. The excellent blog Sociological Images hazards a guess that this Olympus camera ad, which appeared in an Australian graphic design magazine, is the very definition of the male gaze. But it’s not the pictures of the attractive women in different colors/tones that are the problem — it’s the caption, which reads “Never get bored of how your girlfriend looks again.” Personally, I think the ad is clever, not especially sexist, although I do understand how it could be read as privileging men to control womens’ appearances. What do Frisky readers think? [Sociological Images]Image via Sociological Images

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