Becky Cavalier

The advertisement which I thought did a great job of using a normalizing gaze was the brand Oscillo. This is a medicine used for curing flu-like symptoms. In the ad there is a cartoon picture of a girl who appears to have been painted by Picasso himself. The picture of this woman is distorted and even appears to be broken. This appeals to consumers because people are able to relate to feeling this way when dealing with a cold. Right next to this picture there is another drawing of the same woman once she has already taken the medicine and has returned to feeling like herself. The ad does not seem to focus on gender or race, but rather it appears to center around the way you feel and look when you are sick and how much better you will be after taking Oscillo. By using this gaze customers are able to relate to feeling like you have been taken apart, and wanting to return to your normal life where you can once again feel and look like yourself. Oscillo is giving its customers the impression that they will be looking their best if they take this medicine when they have a cold, it is influencing their purchase by giving them the sense of returning to their normal selves.