Berger, John. Ways of Seeing. London: British Broadcasting Corporation, 1972. 45-6.

According to usage and conventions which are at last being questioned but have by no means been overcome, the social presence of a woman is different in kind from that of a man. A man's presence is dependent upon the promise of power which he embodies ... The promised power may be moral, physical, temperamental, economic, social, sexual - but its object is always exterior to the man. A man's presence suggests what he is capable of doing to you or for you. His presence may be fabricated, in the sense that he pretends to be capable of what he is not. But the pretense is always towards a power which he exercises on others."

"One might simplify this by saying: men act and women appear. Men look at women. Women watch themselves being looked at..." (47). In advertisement this generally translating into the woman becoming the object itself (the "product"), whereas as Berger points out, the object is always "external" to the male (See below).