THE BASIC DIRECTIONS OF GAZE
When we glance or gaze at an ad, even for a few seconds, we will often see people glancing or gazing at someone or something else. Our direction of gaze is guided by theirs. Just as in real life, we look at what other people are looking at. We follow their gaze, even unconsciously, to the target (s) decided by the advertiser.

 IN THIS NEXT EXAMPLE, WHO IS:

Looking into the picture frame -- (us)

Looking within the picture frame -- (him)

Looking out of the picture frame -- (her)


Carnal Knowledge

This is an easy one.

The direction of the man's gaze is underlined by the diagonal banner which reads: "Carnal Knowledge: First Time on Tv"

The picture is cut off before we can see where the banner stops. We have to watch HBO to find that out. "Don't miss what you could be seeing!" it says--which is what he's already seeing.

Notice the knowing look on the woman's face. She's not looking at his face, but the look on her face shows that she's aware of what he's up to--but not disapproving

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