Advertising Big Ideas

Redefining “The Gaze”

By idfive \ August 21, 2013

The concept of the gaze is fundamentally about the relationship of pleasure and images. In psychoanalysis, the term “scopophilia” refers to pleasure in looking, and exhibitionism in the pleasure of being looked at. Both of these terms acknowledge the ways in which reciprocal relationships of looking can be sources of pleasure.

Excerpt from Practices of Looking: An Introductin to Visual Culture

Google was recently awarded a patent for “pay-per-gaze” advertising technology to potentially use after a successful launch of  Google Glass. To be fair and not all NSA-fearing and Snowden-loving this doesn