The Gap’s TV Commercials Essay
Why are Gap ads so powerful? The concept of all of their recent television commercials is very simple, yet highly effective. An attractive young person, or perhaps a small group of attractive young people, is on a stark, white set. The actor/ model/ celebrity then sings and or dances around. The commercial ends with a catchy phrase about the Gap: Gap Rocks or Gap Swings, or something similar. It’s a simple concept, but somehow it works. What branding is about for this company is identifying through the elaborate cool-hunting market-research process what it is that the public cares about and are passionate about as a culture, and harnessing that to sell something very different. So it is, in a …show more content…
One of the key factors that may contribute to the popularity of this commercial series is its approach to institutions. The advertisements are filmed against an empty, white set. The people on the screen are all dressed similarly, if not identically. The reality that they define is an absence of reality. For the characters in the commercials, there are no prescribed notions about life beyond the blank studio walls. The commercials flawlessly imply that anyone who envelops himself in clothing from the store instantly transcends all notions of the realistic constraints that others are forced to deal with. There are no businesses, families, schools, or offices for those in the commercials, the stars are free from all of them.
Similarly, the lack of set removes all preconceptions about where one can wear that store’s clothing. He’s not expected to only be mountain climbing, spending time with friends, or even watching television. He’s expected to do only what he wants to do. There is no one exclusive space that Gap clothing is allowed. People who wear clothes from the