Tuesday, November 18, 2008
Gap girls
This is a Gap Kids commercial for holidays. Everything is white and it is snowing. Girls are singing "I saw mommy kissing Santa Clause" and dancing while playing guitar and drums. Girls jump up in the air showing their comfort and happiness in those clothes as they sing. This ad gives a very holiday look and feel to the viewers. There are snowmen all around in the ad with glimpses of white Christmas trees also. At the end it says "make a wish list".
As we can tell, this is a holiday ad. I think the marketing strategy used here is again the comfort and affordability. Girls are happy in Gap clothes jumping up and down and dancing revealing the comfort of the clothes. According to the song "I saw mommy kissing Santa", moms love GAP clothes too.
This ad uses girls only as their models. Ideologically, marketers are using gender ism in this ad. They are saying that girls have longer wish list than boys. Girls spend more on clothes or shopping overall than boys.
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3 comments:
nice ad..I guess gap is trying to get out to the women and girls with this ad since they're isn't even one guy in this ad. I think they're should have been a guy also becuase this ad doesn't get out to the male audience
I agree with you Amar, I think by using only girls in the ad they are targeting girls, suggesting that girls have a longer wish list because they like to shop more. I think holiday ads are typically a good idea especially ones that give people ideas about what to buy girls or women. It helps to give people (especially guys, who lets face it quite often are terrible at buying gifts) good ideas for gift giving around the holidays.
each ad has their own idea for using the models, this Gap ad choose to have few girls singing and dancing together for their holiday ad, i think this is a good idea because those girls make people feel very young and enjoy their singing.
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