Often women's sensuality is exploited through commercial advertisements with the aim of attracting the attention of the audience. In advertisements, women's bodies are exploited by displaying erotic images or words. The purpose of advertisers to use women as models, is none other than to attract the attention of the target audience and make a profit. Avian paint advertisement version of Awas Cat Basah is one of the advertisements considered to have explicitly exploited the sensuality of women's bodies. This study aims to uncover the visualization and narrative of exploiting women's sensuality in the Awas Cat Basah version of Avian paint advertisements. The theory used in this research is male gaze theory. The analysis technique used is the semiotic analysis technique of Roland Barthes. The results showed that the camera in the Awas Cat Basah version of Avian paint advertisement was described as the extension of male eyes. The position of men is an active object, while women are passive objects that do not have control over themselves but only as satisfying the desires of men.

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