Many times the person in an ad seems totally
unaware that you are looking at them. That's one kind of relationship
you can have with people in ads.
The fact that they don't notice that you are looking at
them helps make you stay unconscious of the fact that you are taking
part in an unnatural act. It is that ad have you look at something
that you normally wouldn't be looking at. It's not the product. It's
the environment that the product is in that you normally would have
no view of.
We said that many times a person in an ad
'seems' unaware. Of course the people in ads are models,
posing, following instructions. They are very aware they are being
looked at, being 'pictured.'
But usually they are pretending--pretending they don't
notice they're being looked at. They keep pretending that we are
looking in on their real life--often a very personal moment--and
doing it without their knowledge--or permission.
At the moment of looking at almost any ad, there's a
knowledge of reality just below our level of conscious awareness.
That reality is: I am looking at professionals who are being paid to
pose, to act out situations for me. And they are also usually paid to
pretend that they don't know that I'm looking at them, so as not to
trigger my self-consciousness.
Yet, unless we are inexperienced children, deep down
inside somewhere we always know the truth. When looking at ads, we
also pretend--not to know it.
Consciously looking to get sexual pleasure from seeing
what you shouldn't see. There's voyeurism where the other person
doesn't know you are watching. And that's where the 'kick' comes
from. Such as with 'peeping Toms.'
And there's the voyeurism where the person knows you
are watching--and you know they know. And they know you know they
know. That's where everybody's 'kick' comes from. Such as with
strippers and pornographic videos.
Normally ads have a voyeuristic aspect when the people
in them don't seem to know that you are watching them.