GAP COMMERCIALS
 
Gap has a long history of eye catching advertisements. From TV commercials to print ads, Gap has led retailers in including artistic and creative elements to their product promotion. In this 2000 commercial, the catchphrase "Everyone in leather" is employed. Animal Rights activists did not appreciate this sentiment.
 

It seems that just in the past decade, arguably the past 5 years, Gap has taken a more political role with liberal and socially conscious tendencies. This past late summer/early fall VOTE FOR CAMPAIGN is one example of Gap pushing an agenda through their product line.
 
(Express Yourself: Gap Unveils 'Vote For' Campaign to encourage Americans to voice their passions and opinions this election season)
 
 
This Winter 2008-2009 Holiday ad is a huge step in a liberal direction. Well known out lesbian Sandra Bernhard joins the Dixie Chicks (public defenders of freedom of speech and Democratic ideals) in singing about Gap winter wear, with specific note of Gay Apparel. It seems that Gap strives to be in the lead of other retailers in social consciousness. They tend to reach out towards a younger and politically minded audience. In this ad they appear to be reaching out to the LGBT community as well-- and from what I have gathered, it's working. Popular Lesbian centered website AfterEllen.com has exploded with praises of the new Ad.
 
(Don you now your gap apparel)
 
However despite the shift in political consciouness televsion commercials, we have yet to see a Gap commercial for Product (RED). Dell has pushed the campaign into American living rooms with commercials such as this one, featured during last year's Superbowl.
 
"(RED) embraces the power of choice. When you choose Dell (PRODUCT) RED, you get the tools to stay connected, and help eliminate AIDS in Africa - at the same time. This Dell (PRODUCT) RED commercial shows a guy being celebrated for purchasing a Dell (PRODUCT) RED computer, because he made a good choice. He loves his new laptop, and he's saving lives. You can, too. BUY DELL. JOIN (RED). SAVE LIVES."
 
- www.spike.com (Mens Media- regarding Superbowl commercial highlights)

 
Mika’s song “Love Today” is also creating a buzz as part of Motorola’s (RED) campaign. The spot containing his song in the background has SNL Alumnus Chris Kattan and Supermodel Alena featured in an impromptu comedy dance fest.

 

GAP (RED) PRINT ADS
 
-click on any image below to access my interviews regarding Gap Ads-
 
Hyper sexualization in advertising as well as gender inequity has been a major concern for Marketing and Women's Studies expert Jean Kilbourne. In her film Killing Us Softly 3, Kilbourne aims to highlight the problems we face today. Male objectification of women, images that promote violence and forceful sexual situations, as well as promotion of alcohol abuse litter the mainstream media. For more information on how her specific arguments are applied to Gap (RED) print ads please click on the link below.
 
MARKETING AND GENDER