This is the theory that women are shown in media texts as objects - as a male would voyeuristically see a female. This is referred to as the "male gaze". This is applied to music videos when the female singer/artist is made to look sexy and desirable, thus promoting the song and herself. This is something that the record company will be trying to encourage in order to make more money and get the artist more popular.
For example, Pixie Lott has had this image created for her in her music video, here shown in her video for "All About Tonight":
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