#4: Gender GAP
Take a look at these GAP ads from 2016. These ads are similar in format; two children (white, blond, blue-eyed children) in a fairly nondescript room accompanied by fairly nondescript text. One is a boy and one is a girl. The boy is very hopefully and positively labelled "The Little Scholar," while the girl is appropriately referred to as "The Social Butterfly." Perfectly normal. Okay, hold on. Considered alone, each ad seems reasonable. It aims for a demographic and reaches it. Together, however, the fact that the boy is the smart, manly future genius and the girl is already supposed to be preoccupied with fashion and popularity is obviously problematic. "Hey, boys! You will all be smart, go to school, and contribute greatly to society! Girls, you just focus on looking good." This campaign subscribes to and perpetuates gender stereotypes, and makes me wonder if GAP's marketing department isn't entirely male. It's disappointing and dishea...