Representation of women in the L'oreal Advert:

http://www.youtube.com/watch?v=j3Lju1F3DY8&mode=related&search

(embedding was disabled by request)

This advert uses the celebrity endorcement of Popular Asian actress Aishwarya Rai. She is represented as a middle-class, respectable and smart woman. When she puts on the mascara and walks out of the lift men and women are in awe of how amazing she looks. She is under the male gaze, which is expected anyway, but she is not dressed provocatively. Women are also in awe which may result in them being jealous or wanting to look like her because she has this quality of to-be-looked-at-ness. Also, she is enjoying the attention as she confidently looks at the people in the room.