Scopophilia is also known as Voyeurism. The definition, as stated by The Oxford Dictionary, is as follows:
Voyeur: A person who gains sexual gratification from watching others when naked, or engaged in sexual activity.
The making and viewing of film have been acknowledged as voyeuristic for a long time. The viewer, sat in a darkened room, observing the acts before them through the window-like display of the screen. The acts of course, by men and women who appear to be oblivious to the viewers observations. This essence of voyeurism is captured particularly well within films in the horror genre, in which the viewer is typically identified with the perspective of the monster.
However, the role of women within cinema has been questioned and confronted, as it is believed by many that men take a priority role in film. Women often accompany the men as an alluring and attractive object to gaze upon. The objectification of women through cinema is just one example of the power that this drive possesses, and how subconsciously, we all succumb.
This subconscious drive for looking is a huge influence on advertising. It goes by the title of The Gaze, and differs within advertising, as seen below.
To the left, David Beckham poses in one of the most memorable ads of his modelling career.
His posture implies confidence, and we are immediately met with the feeling that we have been given his permission to view his body. His legs are held open, his posture relaxed and somewhat lazy.
He meets our gaze, which is very common for a male model to do. His expression and the feeling of eye-contact brings forth a dominant air about him. The intensity of his expression is amplified of course, by lighting and the image being in black and white. The contrast of his relaxed posture and his intense gaze back to the audience is a subtle reminder that he is allowing this, he is in control. This ad still brings out the Voyeuristic tendencies in us all, as we cannot help but observe his body that has been displayed before us.
In this underwear ad for Calvin Klein we see Christy Turlington modelling a bra and underwear set.
Her hair is wet and slicked back. This gives a very casual look to her; the idea that she has not dried or styled her hair intensifies the notion that we are currently observing a private moment that she has not prepared for.
Her posture is vulnerable. She clutches herself, crosses her legs, and looks away. This drives forth the feeling that one should not be looking at this time; her body is sending signals that her privacy has been invaded. This is, however, observed in a very sexual manner by those viewing the ad. The vulnerable posture of the model and her being unaware of observers is what drives the voyeur in us all.
The contrast of postures between this model and David Beckham is typical, as men and women play very different roles when it comes to The Gaze. Christy Turlington looks away from the camera, which indicates she is unaware - or perhaps ignoring - the presence of an audience. David stares right into the lens, he is aware, he is proud, he is dominant, like most men within ads. Christy, like most women, is unaware. She has fallen victim to the voyeur - what a lot of people would consider an objectification of her being.
