Referring to Sturken and Cartwright's discussion, "Addressing the Consumer," describe how the above advertising image "interpellates" or calls a viewer to occupy the subject position constructed by the ad. (Please click on image to view larger size)
If within a consumer society, the purpose of the advertisement is no longer to sell products, but rather "lifestyle and identification with brand names and corporate logos" (S&C: 198), what ideas, qualities and/or beliefs are associated with this clothing brand? In what ways can the ad be read as contradictory in terms of its appeal to the potential consumer?
25 comments:
The two ads presented by GAP give the viewer a chance to relate with them through the lines of “Create you own sound” and “Make your own philosophy.” The lines create a sense of no boundaries, and being able to make your own identity, filling in the blanks, pertaining to your own personal life and style. With the rugged, laid back look, the models convey a sense of authority, dominance, and free will, “establishing a direct connection for the viewer/consumer between the product and [the] figure. Thousands of people see this ad and want to be these people, yet be their own person at the same time. This brings in the idea of pseudoindividuality, or “ a false sense of individuality.” Summing up, this ad shows Gap’s attempt to play to the consumers and show them that their clothing can be tailored to any lifestyle.
By looking at these ads, I see a clothing company that is cutting down to the basics. I don’t see the common logos plastered on every piece of clothing, torn pants, or graphic T’s, but see the indexical signs of a clothing brand that is more professional, while still portrayed as an everyday clothing brand. In my point of view, these ads show themselves as a step up from the “teenage” companies such as Hollister and Abercrombie & Fitch. To me, I can only see adults wearing these clothes. While wanting to reach out to the younger age groups, I believe that Gap is also detracting with its common clothes being put together on a model, making it look as thought the clothes could have been found anywhere. I see no individuality or uniqueness in these clothes that seem to blend into everyday life, but the conformity of the clients of GAP.
Dan Gorchynsky
TA: Caroline Kastelic
In the images produced by GAP, the company is trying to appeal to a certain audience. In the advertisement of the woman the text reads “create your own sound” with the word sound made to look as though it had been hand-written. The model in the picture is dressed in baggy clothes and with multiple layers – not a style most women prefer. The company fills in the blank with sound because when one thinks of a unique sound it is often powerful and impactful. Therefore, GAP is trying to give women the impression that they want people that buy their clothing to feel independent and strong. As for the male model, the text in the image reads “make up your own philosophy.” Again, the word philosophy is related to uniqueness and individuality.
In the GAP ads shown, the company uses attractive models wearing what they believe is a unique style. They are trying to give the viewer the impression that is beautiful when wearing their own style – especially when wearing GAP clothing. However, most people do not see themselves as gorgeous models and therefore may be discouraged to buy the clothing because they do not feel that they can “pull it off.”
Alison Korth
Caroline Kastelic
The advertisements above “interpellate” the viewer using both the image and the text. With their ads, GAP is attempting to cause viewers to “recognize [themselves] in the subject position” (S&C 203) of the ad, which is aided by the use of the word “your” in the text. The subjects in the GAP advertisement are laid back and comfortable looking, appearing confident and collected. This image of confident individualism is what people want. With the words “Create your own sound” and “Make your own philosophy,” GAP is appealing to a society who longs to be individual- a society where individuality is the fad. The models in the above ads appear unique, and it never crosses a viewer’s mind that any other “individual” could buy those clothes as well. With their ads, GAP convinces viewers that their clothes can be for anyone while also convincing viewers of the uniqueness of the style.
If GAP is not only trying to sell a product, but also a “lifestyle and identification” (S&C 198), they are attempting to sell the idea of confidence and individuality, as I covered in the above paragraph. However, the ad can also be viewed as contradictory in terms of its appeal to the potential consumer because technically, the clothing on the GAP models is not especially individual or unique. There are no patterns or unique designs, and considering GAP is a large retail store, almost anyone could be seen wearing the clothing in the ad. In these terms, the ad simply can not sell individuality as a lifestyle. Nevertheless, the advertising technique works and over and over again, people believe they can be individual while trying to look just like a model in an ad.
I forgot to add this to the bottom of my comment, which is right above this...
Bryn Unger
TA: Caroline Kastelic
These Gap ads invite the viewer to interpolate themselves or recognize themselves within the ad by humanizing it. The advertisements not only look directly at the viewer but address the viewer with the text prompt “Create your own______”; the key word being your. This beckons the viewers to imagine themselves filling the blank and creating their unique and sexy look like the model in the advertisement has done. The fill in the blank element also adds the effect of intimacy with the company. It lends the belief that Gap will create a look specifically for them.
In today’s commodity culture people identify with the commodity self; whereas certain ideas and signifiers are attached to these goods, the person and their subjectivity is mediated through consumption of goods. Through incorporation of counter-bricolage, the clothing lends a unique and marginal feel. This makes the brand seem original and trendy. As stated earlier, the interpolative qualities of the ad make the clothing seem unique and individual. Furthermore, this aspect lends to the concept of individual expression. Also, the black and white adds a touch of sophistication and class to the advertisement.
However, the concepts conveyed within this ad are riddled with dichotomy. The counter-bricolage clothing was once unique but through mainstream adaptation has become common. The idea that the clothing is tailored for the unique consumer is also a purely fantastic notion. The aura attached to these products is entirely ideological and put in place by advertisement’s subtle manipulation. Thus, the concepts of class and originality are complete fabrications. In fact, the clothing is mass produced and sold to anyone at a relatively affordable price. The Frankfurt School has argued that commodities today are hollowed out objects and by associating them with our identities we are eroding our true identities and history.
[Garrett Katerzynske]
[Caroline Kastelic]
The two ads are GAP clothing advertisements. On both ads they have a "fill the blank" phrase on them. I think this is addressing to the audience to be unique and create your own style at the GAP. When a consumer looks at the ad they will be attracted to the clothes but also the idea of being themselves, having their own identity and being unique. Instead of attracting only one crowd, GAP is trying to attract all different sorts of people to wear their clothes. Really though if everyone is trying to dress themselves like this ad, are they really being an individual? No not really because if everyone else is dressing similar to these advertisements then they are just eventually following the crowd. However this works very well for GAP because this way GAP gets their clothes out there, and in different groups in society. In the case of these ads GAP is addressing both the music world, and the philosophers world. Which is selling those lifestyles and saying that GAP clothes can work with your lifestyle you just have to adjust them in a way to fit your style. Not to mention I’m sure that these two advertisements were two of a much larger series that was created by GAP.
Amber Blanchard
TA:Caroline Kastelic
The images for these GAP ads portray models wearing what seem to have amore “grown-up” look to them. The models look very confident and comfortable in their clothes and are accompanied by the sayings of: “Create your own sound” and “Make up your own philosophy”. The subjects of the ad’s confidence, along with such bold one-liners, show that the ad is trying to tell us that if these people have no limits in their lifestyles. They are ready for anything. This ad does a great job of “establishing a connection for the viewer and consumer between the product and figure.”
The purpose of this brand, unlike many others, seems to be to make you look better without covering you in company logos. Many other big name brands will blatantly throws all kinds of logos and giant text all over their clothing and use you as a walking advertisement. GAP does not seem to do that, at least not in these two examples. This relationship is more of a view like: “See these people as role models, buy our clothes and live as they do, as individuals”, instead of: “Buy our clothes and you will become one of us, you will become this person.”
Jason Edwards
Caroline Kastelic
The two Gap ads serve as a great example of interplatting their ideas by using not only visual aid but also a verbal one to. In both of the ads the models appear as what could be called "unique" when really there is nothing unique about wearing something just to be considered an individual. The models themselves give of a cool uncaring demeanor for example the facial expressions on both these models seem as if they don't even want have their picture taken in the first place and they would much rather be off doing something else with their time. Another way the ad gives off the individual aspect is the idea of the fill in the blank texts represented in both ads. The idea of saying "create your own blank and the idea of Make your own blank" helps the viewer better connect to the ad my placing them in the models positions and asking themselves what would have I had written if I was them.
In the Gap ad its appeal to the consumer is an idea of individuality and uniqueness when in retrospect there is nothing unique about buying clothes that anyone else with enough money can buy.
The GAP ads use interpellation by giving you the chance to fill in your own blanks. The ad attempts to relate to every single different person by leaving the last word of the slogan anything of the consumer’s choice. In the example of the first ad, DJ Leigh Lezark creates her own sound. The ad asks what, as a unique individual, do you create? Like the Sturken and Cartwright article says, “ads speak to us through particular modes of address, and ask us to see ourselves within them.”
The GAP ad tries to stress how by purchasing and wearing GAP clothing, you can create your own identity. GAP is known for their simple everyday basics that can be incorporated in every wardrobe. They are promoting the idea that by buying GAP’s basics you are able to wear them in different ways and create your own identity. The idea of GAP promoting individuality is contradictory though. While you may be able to style your clothing differently than the next person, you’re still wearing the same basic tee or sweater that thousands of other people are wearing.
Tanisha Richter
TA: Caroline Kastelic
The above advertisement by GAP interpellates the viewer, or calls the viewer to occupy the subject position, by the slogans attached to sides of the images. The slogans “create your own philosophy” and “create your own sound” is an advocacy for self-expression. It delivers the impression that the man and woman featured in the advertisement are indulging themselves in self-expression. When the viewers then see that self-expression can make someone look attractive they believe that this idea of self-expression and uniqueness is obtainable at the nearest GAP outlet. These slogans help the viewer imagine that they are the person featured in the ad and when the realization hits, that they like this imagined image of themselves, it increases a desire to shop at GAP.
The images are advertisements for clothing but are also advocating self-expression, independence and sophistication. The clothing seen in the images do not contain the name of the company that made them like clothing from American Eagle or Abercrombie, creating a sense of maturity and sophistication.
The ad can be seen as contradictory due to the fact that GAP is a chain clothing store that mass produces its products. Any clothing bought in one store can be purchased by someone else miles and miles away. Sel-expression is still obtainable by simply wearing you want to wear, however the sense of uniqueness is destroyed due to mass distribution.
These ads interpellate, or “ask us to see ourselves within them,” (S & C 203) in a couple different ways. The first and most obvious one is the text: “Create your own sound” and “Make your own philosophy” (with the words “sound” and “philosophy” in handwriting as opposed to typed text). These phrases appeal directly to the person viewing the ad, telling them to be themselves and to do their own thing. The other, more minor thing about the ad is the way the models are looking directly into the camera. Doing this sort of accentuates the “be yourself” theme, as if the models are appealing straight to the viewer of the ad.
You can look at this ad as selling both the Gap brand and the idea of individuality. This of course is a complete contradiction; Gap is telling you to both be your own person and to buy their clothes, which are very popular.
William Ingebretsen
According to S&C "Images generate meanings....the meanings of a work of art do not, lie in the work itself..but by complex social relationship between the image and is producer.."(S&C 45) What I think they are trying to convey is that a picture is not just a picture, it has complex meaning behind it based on culture and ideas about ones culture. The ads we were told to interpret, seem a lot alike. The first ad with the women shows a beautiful model wearing to be what looks like a modern grunge type clothing. Off the side of the model is a slogan containing the words "create your own _____" with the word sound scribbled above the line. I personally think the ad is saying to the consumer, hey you, create your own style. If the consumer is more of a creative person, I believe that this ad is speaking to them telling them to give the gap a chance. The next ad has the same slogan, except with the word philosophy scribbled above the blank. This ad also uses a male model, wearing more of a college style of clothing, that a consumer could relate to a smart stylish person. I think this is a good ad overall, but it could also be seen as contradictory. If the ad realy wanted someone to pick their own sense of style, the slogan would read "create your own _____" with the line being blank. The models also would have to be lacking clothing. The problem with this is that now the consumer is unable to see the clothes offered by Gap.
Nick Stoehr
Sec 806
The above advertising images are good examples of how advertisements interpellate viewers. Interpellation is the “process by which we come to recognize ourselves in the subject position offered in a particular representation or product” (S&C 203). The viewer gets the sense that we can place ourself in the ad because of the text on the image. In one the text is “Create your own sound” and the other is “Make your own philosophy”. First of all, the text is telling us to do something and we feel like it is speaking directly to us. Also the last word of both phrases are made to look as though they were hand written and underlined. This makes the viewer feel as though they can fill their own word in the blank that relates to them.
I think the ads give the idea that you can create who you are, what you produce (sound), and/or what you believe. By wearing Gap clothing, you are an individual and you are simply expressing yourself as one. However, if everyone is reading the same message that by wearing Gap you will be an individual then no one will fit that image because everyone will be wearing Gap.
Sara Nesbitt
Caroline Kastelic
The advertisements for the GAP clothing company interpellate their viewers in two ways: through the use of the image itself, and also the text. The text in the first ad reads: "Create your own sound." And in the second: "Make up your own philosophy." These statements pander to the desire for individuality by telling the viewers to 'be themselves.' Through the ad, the clothing company attempts to connect with the public by essentially saying, 'do your "own" thing.' The word "own" is important, as it provides a sense of ownership.
The images used utilize two things: sex appeal, and a sense of individuality. The woman is sexy, the man is handsome, and they both wear a facial expression that dares, or tempts the viewer into following the instructions provided in the text. There is, however, a contradiction of ideas. The images hint at an individualistic style (the clothes are unique and a little messy; the models are confident), but the viewers are being told what to do by the GAP clothing company. And they are being shown what 'individual' looks like. The 'individual' ceases to be unique when it is projected onto a mass market.
Eric Grycan
TA: Caroline Kastelic
These two GAP ads make you relate to them by saying "Make your own Philosophy," and "Create Your own Sound." This gets you thinking about the ad because it was made for you, its telling its up to you to do, so you get to make it what you want. It caught my eye when it says create your own sound, and the women is dressed kind of rough, in her leather jacket and hooded sweatshirt underneath. Portraying that she has created her own sound and that what she is wearing is cool and that you can do the same creating your “own” sound at the GAP. They make you think that you are going to be the only individual shopping there making your own sound but everyone can make their own sound without the GAP's help.
With the GAP ads they are trying to convince you that you can where these laid back casual clothing and still be cool while doing it. You don't have to look all dressed up to be looking good. Like S&C says “ The implication is that the product being sold will make the consumer unique, special, and highly individual.” P. 205. The way this can be read contradictory to its appeal is like i said before everyone can buy these clothes GAP is a very large store across the world anyone can buy these clothes with money and they aren't going to have any unique, special, or highly individualistic properties about them.
I Forgot
Brad Schiefelbein
TA: Caroline Kastelic
The way the two GAP advertisements say "Create Your Own Sound" and "Make Up Your Own Philosophy" obviously interpellate that the models are dressing as themselves. They are completely in control of the style they are wearing. The assortment of clothes each model is wearing shows that there are many ways GAP clothes can be mix and matched to fit your style.
GAP clothing is medium to high priced compared to other common mall retail stores. It's clear they are aiming towards more of a classy customer. Their clothes are usually more of a dressy casual look. GAP advertisements are black and white a lot of the time with popular celebrity models, which shows they are looking for a crisp image. Ideas that come with GAP are probably that beautiful people wear the clothing.
The advertisements can be contradictory in many ways. One example being that you obviously cannot have your own style wearing GAP clothing when everybody else out there are buying the same clothes. Another reason is that even though they always display celebrities wearing the clothes, wearing them yourself won't make you any more famous or popular. You most likely wouldn't even find these models wearing the same clothes outside of the advertisement.
Derek Reilly
TA: Caroline Kastelic
The two Gap ads featured in the blog post both feature small little subtleties used in order to attract a consumer to their product. For instance, both of the models are relatively good looking and seem very relaxed and comfortable with what they are wearing. One could say that they are at peace. The text on the advertisement says “Make Your Own Philosophy” and “Create Your Own Sound”, with ‘Philosophy‘ and ‘Sound“ being handwritten over a ‘fill in the blank‘ line. The ’fill in the blank’ portion of this ad helps to individualize these people, making consumers believe that if they buy this product, they will individualize themselves from others in order to stand out and seem interesting. However, this personal feel to the clothes is, according to Sturken and Cartwright, a form of “Pseudoindividuality… the means by which consumer culture sells a form of homogenization to consumers while proclaiming that it will produce individuality. Indeed, a commodity is only successful when it is purchased by many people” (205). This means that even though people will feel like they are being their own individual person, they are actually conforming to exactly what the advertisers want, purchasing their product.
If the Gap advertisements were used to sell a lifestyle and identification instead of clothing, some of the messages they would be sending would be very interesting. For example, the ads have a single person in each of them. Is this telling us that we should become rogues and live our lives how we want, even if that means living a lonely one? Also, a contradictory message is embedded here. The ads are promoting living an individualistic lifestyle, not going by any rules but your own. However, this is ironic because by wearing their clothes in order to achieve this lifestyle, you have conformed to the ads purpose, giving in to purchasing their product.
Mark Scholbrock
TA: Caroline Kastelic
In Sturken and Cartwright’s article it says, “Ads speak to us through particular modes of address, and ask us to see ourselves within them. Often this is done with written text that specifically speaks to the viewer as ‘you.’” This quote directly applies to the GAP ad that this post is discussing. In the ad, one male and one female take up the majority of the frame and a phrase along the lines of “Create your own ______” is written off to the right. The ad, as Sturken and Cartwright say, is attempting to have the viewer place himself in the position of the models by reading the word “your.” Also, the blank line is filled in with a hand-written response that implies anyone is able to “express” themselves by buying clothes at the GAP. Overall, GAP wants us to create our own slogan, and fill in our own word, and ultimately, create our own style at any number of affiliated GAP stores or outlets.
This advertisement attempts to portray the idea of individuality. In an attempt to create a new image for the company, the GAP ad wants people to think that the clothes are different, and the way we wear them, makes us individuals. The two people in the ad are twenty-something white people wearing what could be describe as a folk singer outfit. These clothes characterize the individuals as probable “free spirits” or maybe just someone who listens to Bob Dylan a lot. Either way, GAP is using this “folk music” portrayal as a portal into the idea of being unique.
However, Sturken and Cartwright don’t quite agree, “The implication is that the product being sold will make the consumer unique, special, and highly individual. Ads perform the very contradictory work of convincing many different consumers that a mass-produced product will make them unique and different from others.” What this quote refers to is advertising companies’ use of “pseudoindividuality”, or a false idea of individuality (Sturken and Cartwright 205). The lone idea that a widely distributed product, of any kind, is individual to one person is entirely ridiculous. More and more people wish to be more unique and separate from others and advertisers have done a lot to address that need. However, it is the folly of the consumer to believe that these claims will actually come true. Unfortunately, people who wear GAP clothing, or any other large name brand for that matter, are in fact only as individual as the next man or woman wearing the same GAP apparel purchased on the 20% off rack.
Mitchell Keller
TA: Caroline Kastelic
Through the use of several different techniques, Gap’s ads invite the viewer to picture themselves in the ads with their own individual style. The positioning of the models is very casual and the clothes they are wearing seem like something they would actually wear making them look like ordinary, relatable people. The way the models wear the clothes is also important because it shows that everyone can wear Gap’s clothes in a different way and create their own style. The fill-in-the-blank text that appears with each image invites the viewer to think of what they would “create” or “make” when wearing Gap’s clothing.
Gap, through it’s advertising, has created a very specific image of its product and almost as importantly itself in order to become the multi-million dollar company that it is. Gap has made its clothes and name synonymous with individuality, modernism, and style. The clothes are marketed to the younger generation that doesn’t want to conform but wants to show who they are in what they wear. Gap has tricked their customer into thinking that buying “a mass-produced product will make them unique and different from others”(S&C: 205). This is a major contradiction that is over looked by the masses and what Gap relies upon to keep selling its clothes.
Lanae Smith
TA: Caroline Kastelic
This is a pretty good representation of the ads that close and fashion companies use these days. First of the picked two relatively good looking so it gives the viewer the idea that if they ware these cloths, than they to can be good looking. Also there is the slogan "create your own *blank*." This gives the viewer the thought that these cloths can express their own uniqueness. Today, everyone wants to be unique and stand out. So if GAP says that they can help you create you're own unique image, Than more people will want to shop there. the cloths in the ad are also pretty plane and basic so that they kinda relate to everyone. If they used one specific style than the ad would only relate to a small population. the models in the ad look very confidant in what their waring. this also gives the viewer the idea that the will feel confident and empowered in these cloths.
The people in the adds seem chillaxed and without a care in the world. They also occupy most of the frame, suggesting that they still hold a position of power over other. In a sense, these images can be used to tell people that just relaxing will gain you power. A sort of lazy man society. Unifortunatly, this is kind of telling people that they don't have to do anything, including going to the GAP store to buy their clothing. But, with the online market having such popularity this seemingly contradiction statement matters not. It is just sad to see this.
kyle arpke
ta: kastelic
The first thing I think of when I see this Gap ad is wow scarves and blazers are in fashion again. I think I tend to see an ad for what it really is, a picture that is for selling something. I think most people would see this ad, and many like for what it is, but that doesn't mean it's not effective. Advertisements work really well because they are seen by so many people. If only a small portion of people who see this ad, and want to identify with its "life style" that tells you to "create your own sound" or "make up your own philosophy" go out and buy Gap the ad has worked.
Advertisements aren't meant for everyone, the people they work on are the people they are supposed to work on. Some one who wants to feel like they are an individual could identify with its slogan "Make up Your Own" of course the problem is that it well never be your own, because you bought some thing that was advertised to you. How can something make you an individual if there is a national ad campaign?
Andrew Page
TA: Caroline Kastelic
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