#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 disheartening.
I have never had much of an opinion on GAP apart from blanket opposition to private corporations. Although this campaign justifiably angered many people, my opinion remains neutral: I see these ads as symptoms of conditions beyond GAP's control. Their advertising reflects societal norms that they have little control over. While it's good for companies to recognize and fix mistakes, and it would be better for them not to make mistakes in the first place, it's most important that we all realize when we're perpetuating stereotypes and resist doing so. This is not always easy, and it may not always be possible, but change starts with people, not GAP. Gender stereotyping will disappear from advertising when gender stereotyping disappears from society, and that will take time and effort.
I would also like to point out that the boy's shirt incorrectly spells Einstein as "Einstien," which I find somewhat depressing, quite ironic, and absolutely hilarious.
GAP is the symptom; we are the cause.
Larisa
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 disheartening.
I have never had much of an opinion on GAP apart from blanket opposition to private corporations. Although this campaign justifiably angered many people, my opinion remains neutral: I see these ads as symptoms of conditions beyond GAP's control. Their advertising reflects societal norms that they have little control over. While it's good for companies to recognize and fix mistakes, and it would be better for them not to make mistakes in the first place, it's most important that we all realize when we're perpetuating stereotypes and resist doing so. This is not always easy, and it may not always be possible, but change starts with people, not GAP. Gender stereotyping will disappear from advertising when gender stereotyping disappears from society, and that will take time and effort.
I would also like to point out that the boy's shirt incorrectly spells Einstein as "Einstien," which I find somewhat depressing, quite ironic, and absolutely hilarious.
GAP is the symptom; we are the cause.
Larisa
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