30 Seconds Of The Female Gaze

This is an ad for Diet Coke from the 90s. Now, I abhor Diet Coke but this ad almost makes me forgive it for all its sins. That’s because this ad is a showcase for the female gaze – the idea of shooting from a woman’s point of view. Yes, it’s only advertising, but think about how often ads assume the viewer is male and trot out the standard bikini girls.


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And the guy is kind of hot.

I’ve created a new site called The Female Gaze where I’m hoping to look at ads, photos and films that give priority to a female perspective. It’s still in its early stages but it will grow, I’m sure.

5 Replies to “30 Seconds Of The Female Gaze”

  1. Love the commercial! I am not a fan of the Coca-Cola company, but that ad was quite memorable indeed! I love your new blog too…looks exciting!

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