The Gaze

This is an example of Intra-Diegetic Gaze within advertising, where a character within the advert gazes upon an object or another character. This has voyeuristic effects on the viewer, and allows them to scrutinise or admire the advert, as they are separate from it.

This advert displays use of Extra-Diegetic Gaze, with a character within the advert consciously addressing the viewer. This is used as a technique for conjuring feelings of guilt for the viewer as well as to involve them in the advert.