Spectatorship, Power and Knowledge

The Sturken and Cartwright text continues to discuss the viewer's relationship with the image, especially in terms of the psychoanalytical theory. Since learning about the psychoanalytical theory, I have seen it being referred to on multiple bases in marketing and advertising. The notion “Sex sells” is the main position of this theory in advertising. The text refers to many examples of gazing upon a sexualized male/female model with interest and curiosity. This inquire is directly associated with the brand name and their product. Personally, I feel that I will look, feel and make others feel sexualized by using their product.