The intra-diegetic gaze is used to create a communication within the advert, showing each character in a 'gaze' with one another. For example, if a romantic scene was required they would not have the models looking into the camera. A combination of their body language, and the fact that they are not gazing at us through the camera, results in the desired 'mood'.
Extra-diegetic
The extra-diegetic gaze is one of the most predominantly used techniques in advertising. With the characters eyes looking directly into the camera (and therefore into your eyes) they can convey a much more personal message. It is used, mainly, in the aftershave and perfume industry as well as in charity promotions.
Good appliation of theory to advertising practice. Perhaps in your essay you may consider links between theories and what they reveal about advertising e.g. identity, Panopticism and the gaze,
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