Žvilgsnio galios teorija šiuolaikinio marketingo problemų ir sprendimų kontekste

Abstract

This article analyses the gaze theory in the context of contemporary marketing challenges and solutions. Theoretic part of this research analyses the canonical concepts of the gaze. The practical or perspective side of this research helps us to see the link between the gaze discourse and marketing practise. The whole research helps us to define how we perceive images, how we construct gender stereotypes, how our unconscious reacts to images, what the core element of visual pleasures, and how audience engage with visual marketing. The result of this research: emotions and visual pleasures are core elements of today’s visual marketing, which stimulates consumers’ desires