An Examination of the Concept of "Lacanian Gaze" in Advertising Teasers and Its Effect on the Audience as Subject

This is an analytical-descriptive article that examines Jacques Lacan's postmodern psychoanalytic theory, particularly his concept of the gaze and his understanding of subject identity as structured around absence and lack. The article explores how Lacanian theory, which centers on the Other and object-centered analysis, can illuminate advertising's function as a vehicle of fantasy and imagination. It applies Lacan's theoretical framework to understand how advertising more effectively attracts consumers by engaging these fundamental structures of desire and subjective formation.