Gaze and Glamour: Analyzing Commercial Advertisements through Laura Mulvey’s Lens

The present research paper attempts to investigate the impact of body image and skin tone in selected commercial advertisements, utilizing Laura Mulvey’s theory of visual pleasure as a theoretical framework. Applying Mulvey’s theory, the paper aims to reveal that advertisements frequently employ sexualized images of women, catering to the male gaze and perpetuating traditional gender roles where men are portrayed as active agents and women as passive objects. This dynamic reinforces harmful stereotypes and influences consumer behavior, as the allure of these images often leads to unrealistic standards of beauty that individuals strive to attain. The paper attempts to validate the hypothesis: there is a significant relationship between perceptions of body image and skin tone having underlying societal power dynamics, with advertisements acting as a primary vehicle for the reinforcement of patriarchal ideals. The present research also tries to explore how commercial advertisements not only shape societal perceptions of beauty but also contribute to physical, mental, and social harm. These perceptions are dominated by patriarchal norms that often dictate strict standards of attractiveness, leading to discrimination against individuals who do not conform. The methodology adopted is qualitative one that allows for a deep exploration of the impact of advertising on social norms, particularly in terms of body and skin tone. This methodology combines multiple qualitative techniques such as content, thematic, discourse, and semiotic analysis highlighting the pervasive influence of patriarchal beauty norms in Indian society. The paper tries to delve deeply into the implications of body image and skin tone representations in both Indian and international contexts, critiquing how commercial advertising perpetuates patriarchal notions of beauty. The research aims to shed light on the harmful consequences of these representations. Ultimately, the paper tries to investigate the portrayal of beauty in media that challenges existing power structures and promotes healthier body image perceptions.