GAP Ads
In the two advertisements below there are children modeling clothes from GAP. The first is of a boy is wearing an goofy Einstein shirt wit the caption "The Little Scholar." The second of a girl wearing kitty ears and a logo sweater with the caption "The Social Butterfly." These ads are targeted towards parents who have small children who are most likely going back to school and need new clothes. Although there is little text in both these ads, both imply that these cloths will make your kid(s) more popular and smarter in school. This can be seen in the girl's ad when it says, "Chambray shirts + logo sweaters are the talk of the playground" and in the boy's ad it says, "Your future starts here. Shirts + graphic tees = genius idea." I personally have multiple problems with this ad, the main one being that it is enforcing gender stereotypes on young impressionable children.
The ad with the little girl implies that your popularity in school depends on what clothes you wear. "Social Butterfly" is a common stereo type given to young girls in school along with the kitty ears head band and sassy pose. The only logic in this ad is to guilt trip the parents into buying GAP clothes in order to make their kids popular. Then, when looking at the ad with the little boy, it is all about being smart. The text says, "Shirts + graphic tees = genius idea" implying that the parent is smart to by their kids GAP shirts and graphic tees. The caption, "Little Scholar" and the fact that Albert Einstein is on the boy's shirt suggests that the kid is smart because he wears GAP clothing. These ads are very similar in terms of design and structure. Both have one child modeling clothes with simple a caption summing up the look, a subtitle supporting the caption and then two links for shopping. However, what the text and clothing suggests are completely different for each ad. The by is depicted as being smart and goofy and the girl is depicted being popular and social. These ads make me not interested in GAP. Not only because of lack of information (no prices and even the name 'GAP' is not obviously shown) but because the lack of diversity, imagination and change from social norms.
GAP in these ads is depicted as the solution to your children's problems in school. These GAP ads need to focus on their clothes expressing the children's own personalities and less on reflecting the societal norms on children through clothing.
The ad with the little girl implies that your popularity in school depends on what clothes you wear. "Social Butterfly" is a common stereo type given to young girls in school along with the kitty ears head band and sassy pose. The only logic in this ad is to guilt trip the parents into buying GAP clothes in order to make their kids popular. Then, when looking at the ad with the little boy, it is all about being smart. The text says, "Shirts + graphic tees = genius idea" implying that the parent is smart to by their kids GAP shirts and graphic tees. The caption, "Little Scholar" and the fact that Albert Einstein is on the boy's shirt suggests that the kid is smart because he wears GAP clothing. These ads are very similar in terms of design and structure. Both have one child modeling clothes with simple a caption summing up the look, a subtitle supporting the caption and then two links for shopping. However, what the text and clothing suggests are completely different for each ad. The by is depicted as being smart and goofy and the girl is depicted being popular and social. These ads make me not interested in GAP. Not only because of lack of information (no prices and even the name 'GAP' is not obviously shown) but because the lack of diversity, imagination and change from social norms.
GAP in these ads is depicted as the solution to your children's problems in school. These GAP ads need to focus on their clothes expressing the children's own personalities and less on reflecting the societal norms on children through clothing.
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