Bordo explains the difference in gazes that exist and how a certain type of person can be perceived. Some people feel people are looking at them because they are different and stand out of the crowd, forcing them to be noticed. Others take it as a compliment. This is reflected in advertisements. If the ad has the person staring you on it shows confidence and challenges the reader. By averting their eyes the person in the ad is inviting the reader to bask in their beauty but doesn’t want to show they know how beautiful they are. Which ad people decide to put on depends on their sexual orientation most of the time, she also implies. Heterosexual men do not like to be gazed at. They wear clothes because they have to and are made to work. Homosexual men are more in touch with their feminine side and enjoy putting on clothes that makepeople look at them and want to be in the spotlight. Ads are customized to appeal to type of men.
