Ways of seeing theory continued

Berger states that women are 'depicted in a different way to men because the "Ideal" spectator is always assumed to be male and the image of the woman is designed to flatter him'
Jib Fowles states 'in advertising males gaze and females are gazed at' (Fowles 1996)
This shows that both Mulvey and Berger feel that women are objects for men to look at, desire and seek pleasure from.
Paul Messaris (1997) says that female models in ads addressed to women 'treat the lens as a substitute for the eye of an imaginary male onlooker' adding that it could be argued that when these women look at these ads, they are actually seeing themselves as a man might see them. - This argument is saying that women know what they are portraying and that they are able to view themselves as how men want to perceive them to be in control of their desirability. 

Women and sex are used profusely in advertisement since it appeals to both women and men. Because other women want to be the women in advertisements.
This study looks at and compares how women in the media industry are used for the exact purpose that female nudity was used in traditional oil paintings. To be looked at, desired, envied and to be seen as desirable women by both men and women.

'Such ads appear to imply a male point of view, even though the intended viewer is often a woman. So the women who look at these ads are being invited to identify both with the person being viewed and with and implicit, opposite sex viewer' Messaris 1997