Gender in Advertising

For this post, I analyzed two advertisement images for GAP children's clothing. To analyze each ad, I answered seven guiding steps, (A - Answer):
1. What are your initial impressions of the advertisement?

   A) Happy kids, light color scheme, basic background, white blond kids, minimal text, yellow and pink as main colors.

2. List the keywords that are used in the ad.

   A) His, Hers, Trousers, Future, Genius, Logo, Talk.

3. What are the connotations and implied meaning of each keyword used?

   A) His is masculine, and Hers is feminine. Trousers imply that it this ad might take place in the United Kingdom. Genius implies cleverness. Logo implies a brand of some kind, (in this case GAP). Talk is used in the manner of gossip or a popular trend.

4. Next to each keyword, put a + for a positive charge or positive connotation, a - next to each
negatively charged word, and nothing for a neutral word. Count up the charges.

   A) His ( ), Hers ( ), Trousers( ), Future (+), Genius (+), Logo (-), Talk (-) = Zero

5. How does this affect you and your perception of the advertisement?

   A) I think that a charge of zero is appropriate because both ads are very neutral and simple. Both ads lack a large amount of content to base opinions and ideas off, not to say there is not any content, but very little.

6. What specific images do you have of the boy in the ad? List them all.

   A) The boy appears to be happy and smiling. It looks like he is giving whoever or whatever he is facing, a thumbs up. It appears as though he is trying to show off his T-shirt because he is proud of it.

7. How do those images affect your perception of the clothes being sold?

   A) I think that the clothing being sold is meant to be advertised as though it is able to reflect the personality of the buyer, however, at the same time in the second ad with the girl, the clothing is referred to as the "talk of the playground", showing that the child wearing the clothing is conforming to trends not set be her.

Part I:

One of the major differences between the two advertisements is the intended audience. For the first advertisement, the clothing is directed for young boys, and the second is for young girls. Another difference that accompanies this is the color scheme for each; for the boy's ad, the main color is yellow, and for the girl's, pink. The first advertisement makes connotations that if they young boy dresses like a scholar, his future will be as an intellectual or scholar. For the girl's advertisement, there are connotations that if she wears the clothes are "the talk of the playground" she will be popular. There are two different values being represented by each advertisement, a scholarly future versus popularity through fashion.

My perception of GAP did change slightly when reading and analyzing the second advertisement. At first, I thought both of the ads would be normal advertisements for children's clothes, however, after analysis, I discovered that GAP different values associated with different genders. For males, GAP believes that they must have an intellectual "scholarly" future, and for females, GAP believes that they must conform to trending fashion, and perhaps not have an intellectual future.

Boys are depicted as having a future that is filled with success and education. This can be seen in the line, "The Little Scholar... Your future starts here.". Whereas girls are depicted as having a future of being socially engaged in fashion culture. This can be seen in "The Social Butterfly... the talk of the playground.".

I feel like these ads are sexist because it makes connotation about gender roles in society from the very earlier stages of life. This is a concept that is unacceptable for me because I believe in gender equality and that females are capable of an intellectual future, as well as males being able to participate in popular fashion and to be "social butterflies".

I think sexism can be avoided in the advertisement. One way is to make sure that if one thing is being said about one gender, it can apply to the other, like, "The Little Scholar". It can apply to both males and females, so depicting both genders in the same ad, may improve sexist depictions.

Part II:

Overall, my new impression of GAP, as a company, is not a great one. Unfortunately they hold sexist views over the roles of genders. They, according to the ads analyzed, believe that males will have a future of being a scholar and that females are more interested in participating in fashion and the "talk of the playground." This is used as a metaphor to fit within the context of the toddlers. It really means, "what is trending". My impression of GAP worries me because I now see that it is easy for corporations to exhibit sexist views in very simple ways, and it worries me that many corporations hold these sexist views.

Part III:

Advertisement One:



















Advertisement Two:


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