The Male Gaze was a theory proposed by Laura Mulvey in the 1970s. It refers to how an audience will look at images of people within a media text.
It can be described as feminist, reference to the voyeuristic way in which men look at women.
Johnathan Scroeder 1998 - " To gaze implies more than to look at, it signifies psychological realtionship of power, in which the gazer is superior to the object of gaze."
This theory could be criticized for failure to take into account for female spectators, and only focuses on hetrosexual people, not homosexual.
The Male Gaze could fit into our advert because our adverts are aimed to be seductive to make the audience want to buy it, men could watch the female advert and buy the product hoping their wife will wear the fragrance and look like the character, or may watch the male advert and inspire to be like him. Vice versa for the female watching the advert.