GAP brief view of advertising

GAPs Advertising GAP adverts have a very distinctive, recognisable style. Young people dressed in their latest character pieces (khaki trousers, rainbow coloured scarves, blue denim jeans with crisp white t-shirts.) dancing or miming along to songs such as 'Mellow Yellow' or 'Dress you up'. Usually on a neutral background or appropriate setting. All models look cool, happy, healthy, and natural. They encompass the fore mentioned Brand Character; this is what the consumer is, or aspires …

…magic and concept. GAP adverts always end with a shot on the brand logo, usually on a white or otherwise neutral coloured background. This end shot is used in the same way one uses a full stop in a sentence. After In-house production was stopped in 2001 ; CEO Mickey Drexler commented " Our attitude to advertising is that nothing is sacred" giving the impression that GAPs advertising is important enough to warrant any kind of change necessary.