Victoria's Secret

To apply the three theories we choice to analyse a cover from Victoria's Secret an American retailer for women's lingerie.
Mulvey's theory believed that you had to view the image as a heterosexual male. In this case, the first thing to notice when analysing is that males would be attracted to this advert, which fits Mulvey's theory of looking at it as a heterosexual male. She also said that female viewer must experience the narrative secondarily by identification with the male viewer. Features of 'the gaze' in the theory was that the camera lingers of the curves of the female body, perfect for a lingerie advert.
By analysing the advert with Ferguson's theory, the advert falls into two categories; Invitational and Romantic or Sexual. As we can see the model's main emphasis is on her eyes, which suggests an enigma and mystery. But the reason why the picture falls into two categories would be the subject of the advert, which could include the viewer a potential partner.
For Millum's theory the advert fits into the Seductive category, as the model's eyes are deliberately shaded and looking the reader in the eye. This creates an arrogant/self-sufficient look which also comes across as confident.