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Section I: Introduce Your Topic and Keywords

For decades Gap has been a leading international fashion company. In addition to Gap stores, Gap Inc. also owns and operates Old Navy and Banana Republic, which are lower and higher end brands respectively. Each brand produced by Gap Inc. has its own marketing team at the Gap headquarters in San Francisco. The in-house marketing teams are responsible for all aspects of the marketing.
Although the advertising for the Gap has changed over the years, the Gap has always presented a classic, traditional, and basic image. This simple, yet timeless style of clothes draws a thin line between classic and boring. To avoid obtaining a dull association, through it’s advertising, the Gap has vividly presented its clothing as a starting point from which one can add flare to create personal style. The Gap continually goes against conformity and actively promotes an individualistic element in most all of its advertisements. The Gap particularly radiates this individuality by its unique use of celebrities in its campaigns.
The celebrities that appear in Gap ads are not typical product endorsers. They are rarely identified, leaving it up to the audience to determine the identity of the actor. By not making the celebrity’s name and identity the focal point of the advertisement, the Gap not only allows greater concentration on the clothes, but it also gives off a certain air of coolness. This use of celebrities reinforces the Gap’s perspective about their clothing; their clothes are basic and the individual should add their own personal style to create a special look.
Questions
1.) How has The Gap’s advertising changed over time?
2.) What media sources does Gap Inc. use to reach its intended audience?
Intended Audience
- Gap Inc.’s Human Resources Department
Since my goal is to acquire a job for Gap Inc. in their marketing department, I feel that displaying an interest in the history of their advertising will help me reach my goal.
- People Who Enjoy Advertising
One of the reasons the Superbowl has such a large audience is because of the new and innovative commercials. People who have an interest in advertising are likely to be interested in my research.
Section I-b: Keywords
UNC Library Catalog
The Gap and retail
Fashion and advertising
Academic Universe Lexis-Nexis
Gap ad campaigns
Advertising and the Gap
Search Engine on Web < http://www.google.com/>.
Gap Inc. ad?
Gap ad? Campaigns

Section II: Books, Videotapes and CD-ROMs
Print Sources
Diamond, Jay. Fashion Advertising and Promotion. New York: Fairchild, 1999. HF6161.C44 D5 1999

Nevaer, Louis E. V. Into--and out of--the Gap : a cautionary account of an American retailer. Westport, CT: Quorum Books, 2001. HF5429 .N4184 2001

Non-Print Source
Jean Kilbourne. Killing Us Softly 3. Northampton, MA: Media Education Foundation, 2000, video tape. 65-V7957

Section III: Electronic Indexes and Databases Sources
Lockwood, Lisa. “Gap's New Ads Target Former Customers.” Gale Group, Inc., 2002, accessed 1 February 2003; available from http://web.lexis nexis.com/universe; Internet.
Kingston, Anne. “Generation Gap: The Gap's new ads look an awful lot like . . . the old ones. But will they work this time?” National Post, 2002, accessed 1 February 2003; available from http://web.lexis-nexis.com/universe; Internet.
Lazare, Lewis. “New Gap ads show artists Gap's fall lineup Gap's fall lineup; New Gap ads show artists” Chicago, IL: Chicago Sun-Times, Inc., accessed 1 February 2003; available from http://web.lexis-nexis.com/universe; Internet.

“Gap Launches ''For Every Generation''; Global Marketing Campaign Celebrates Jeans and Personal Style With More Than 50 Personalities Across Generations.” San Francisco, CA: Business Wire, Inc., 2002, accessed 1 February 2003; available http://web.lexis-nexis.com/universe; Internet.
Collard, James. “Generation Gap” London: Times Newspapers Limited accessed 1 February 2003; available from http://web.lexis-nexis.com/universe; Internet.
van der Pool, Lisa. “Inside Gap; Fashion Statement; Hot Boston shop Modernista! ; turns up the volume for the Gap.” A/S/M Communications, Inc. accessed 1 February 2003; available from http://web.lexis-nexis.com/universe; Internet.
Section IV: Web Sources on Your Topic
Title of Web page: Gap Inc. Press Releases
Web address: http://onlinepressroom.net/gappr/pressreleases.asp
Brief Description: This page has a list of recent Gap Inc. press releases, as well as a search to search various headlines and article texts. This page gives the viewer information about what Gap is doing as a company, and a lot of this information involves advertising and advertising campaigns.
Source of Web site: Gap Inc.

Title of Web page: Denim Invasion
Web address: http://www.gap.com/html/shops/gap/summertv02_com1.asp
Brief Description: This page (and the other two pages you can click to from this page) shows the commercials the Gap aired over the summer. You can watch the commercials and listen to the different soundtracks for each ad. There is also a list of the cast, and a link to see behind the scenes photos from each commercial taping.
Source of Web site: Gap Inc.

Title of Web page: GAP ad, the title of the article on this page is “New Gap spots sing true.”
Web address: http://theband.hiof.no/gap.html
Brief Description: This page is an article about Gap’s Holiday 2001 advertising campaign. The article tells about what goes on in the commercials and who is in them. This article helped me to see some of the media channels the company uses for their ads.
Source of Web site: Chicago Sun-Times, article by Lewis Lazare

Title of Web page: “Gap's Got a Brand New US Chief, Fall Ad Campaign, Set of Sales Figures”
Web address: http://www.fashionwindows.com/visual/2002/gap14.asp
Brief Description: This page is an article written in August, 2002. It shares Gap’s financial information, as well as marketing and advertising strategies and tactics the company is using.
Source of Web site: FashionWindows.com, Inc., article written by Jenny Bailly

Title of Web page: “Stars come out for trendy Gap ads’
Web address: http://www.usatoday.com/money/advertising/2001-11-12-ad-gap.htm
Brief Description: This page is a newspaper article from USA TODAY. It is about how celebrities are appearing in fewer television commercials, yet continue to be in Gap ads. The article includes a chart regarding the popularity of Gap ads.
Source of Web site: USA TODAY, article written by Michael McCarthy

Section V: Internet Mini-Essay

Anti-Abortion Activists with a Disturbing Web Site
(TOPIC AREA: Net Controversy)
The Nuremberg Files is a controversial Web site produced by an anti-abortion activist group, The Christian Gallery. The site contains pictures of aborted fetuses, entering and leaving abortion clinics and other anti-abortion propaganda. The major controversy surrounding this site is whether or not the producers of the site can have pictures of doctors who give abortions, and cross off the ones who have been killed.
This controversy became a court case, could eventually end up in the hands of the Supreme Court. The case, American Coalition of Life Activists v. Planned Parenthood of the Columbia/Willamette, No. 02-563, came down to a 6-5 ruling in the 9th District Court. (1) The Court decided that the questionable display on the Web site is protected under 1st Amendment rights, and that it was simply a form of political speech. (1)
The dissenting opinion, wrote by Reinhardt, states, "Political speech, ugly or frightening as it may sometimes be, lies at the heart of our democratic process. Private threats delivered one-on-one do not. The majority's unwillingness to recognize the difference is extremely troublesome."(1) The argument here is clear, are these supposedly threatening images and words protected by the 1st Amendment? As of now, the answer is “Yes.”
On December 16, 2002, the Supreme Court asked the Bush administration to take a stance on the issue of anti-abortion activists distributing “wanted” signs for doctors who perform abortions. (2) Edward L. White III, the attorney for the abortion protesters commented, “We believe the First Amendment covers this case and that our petition has national implications. We would hope [the administration sees common ground] because our positions are grounded in the First Amendment and the United States government is supposed to uphold the First Amendment."(2) It will be interesting to see if the Supreme Court takes this case, and if this type of speech will continue to be protected by the 1st Amendment.
NOTES:
(1) Tony Mauro, “Justices to Mull Anti-Abortion Speech Case: Cert petition seeks review of case involving First Amendment protections for Web site found to threaten doctors,” Court Watch, 9 December 2002, p.11. Also Available [Online]: < http:// eresources.lib.unc.edu/cgi-bin/external_database_auth?A=P|F=Y|ID=12|URL=http:// web.lexis nexis.com/universe> [Accessed: 2 February, 2003]
(2) Frank J. Murray, “Administration View of Anti-Abortion Posters Sought,” The Washington Times, 17 December 2002, p. A07. Also Available [Online]: < http:// eresources.lib.unc.edu/cgi-bin/external_database_auth?A=P|F=Y|ID=12|URL=http:// web.lexis-nexis.com/universe> [Accessed: 2 February, 2003]

Title of Web page: The Nuremberg Files
Web address: http://www.christiangallery.com/atrocity/
Brief Description: Anti-abortion Web site. The site features pictures of aborted fetuses, photos of people entering and leaving abortion clinics, and other anti-abortion propaganda.
Source of Web site: The Christian Gallery

Title of Web page: Issues & Views: The Nuremberg Files
Web address: http://www.issues-views.com/index.php/sect/1001/article/1036
Brief Description: This site contains an article that speaks out against the Nuremberg Files.
Source of Web site: Issues & Views, article by John Fitzpatrick

Title of Web page: The Nuremberg Files
Web address: http://www-cse.stanford.edu/classes/cs201/projects/nuremberg-files/
Brief Description: This site is a student project by students at Stanford University. The project looks into the legal side of the Nuremberg Files Web site.
Source of Web site: Stanford University, project by Eric Silverberg, Carrie Charpentier, Adam Goldman, Karin Luevano, and Jeffrey Petit