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?
18 comments:
The pseudoindividuality contained within the two GAP advertisements projects a false sense of connection, or equivalence, with the subject that allows the viewer to occupy the positions of the models easily as an unclear ideal sets in the viewer’s mind. The black and white image, showing only a figure dressed in the product of GAP clothing, creates a form of nostalgia for a time when individuality was still fresh and awakening to a person. The tagline of “create your own sound/philosophy” harps back to a lifestyle made popular in the days of the Beat poets and Jack Kerouac’s On the Road. The image is selling the ideals of freedom, independence and the artful ways of bohemians within the youth culture. It is stylish and accessible. The viewer begins to want to be that powerful free spirit in the ad and personifies the product with their own desires. “The implication is that the product being sold will make the consumer unique, special, and highly individual.” (S & C: 205)
These ads have sold an idea not a product, and in that way have fulfilled the role of destroying individualism. If everyone who sees this advertisement thinks the intended message than all that has happened is a simple shift of the norm and nothing truly original will take place. The advertisement with the woman in the leather coat projects an image of rebellion since rebels and leather jackets have been hand in hand for most of American pop culture. From Brando in The Wild Ones to Travolta in Grease to Hugh Jackman in X-Men, the leather jacket has always been a sign of individuality and rebellion. The advertisement with the man puts him in a sport coat with messy hair, as if to suggest that he’s artistic and intelligent, but still very “cool.” His clothes are traditionally appropriate, but how he wears them is rebellion, however more subtle than that of the woman. Even as they attempt to shift the normal way of thinking, they still are required to utilize stereotypes of yester-year. In fact, the advertisements themselves are not even original. GAP has attempted to sell a artsy drifter’s culture and has in fact sold only more of the same old thing.
Robert Francis Curtis
Section 802
A good way to spot interpellation, according to Sturken and Cartwright, is to look for the signifier "you." In these two ads by Gap, the "Create YOUR own ___" is the obvious indication of the advertisement's attempts to make the consumer take the place of the model. The advertisements portray two young, attractive people - in this case they are celebrities - wearing a combination of clothes that look very original: one could imagine, for instance, that the man picked up his scarf, coat and jeans from different places and made his own unique style. This is in accordance with the "create your own" theme. The irony is, of course, that these clothing combinations were created exclusively by GAP, and each article was chosen by the company. There is no "creating" going on here, the ad designer controlled every aspect of these photos. Also, in another ironic twist, these ads are selling individuality - to the masses. Each single consumer feels as if the ad is "talking" to them alone. And what are the ads saying? They are not necessarily selling clothes, which goes with the age old adage that advertisements sell ideas, not products. The idea here is individualism and creativity - from a giant, multi-national corporation with 10,000 of the same coats, scarfs, and jeans.
Kurt Raether
Section 802
These two Gap advertisements interpellate viewers by creating a sense of pseudoindividuality. As explained by on page 205 of the article, "The implication is that the product being sold will make the consumer unique, special, and highly individual." These images are used to try and make viewers recognize themselves in the subject position. In other words, GAP wants us to see something of ourselves within these images, so that we will proceed to buy their products. This is one of the largest known marketing tools that businesses can use, and often times if done correctly, it works. For instance by using the caption "Create you own _____" or "Make up your own ____", it gives the viewer a sense of pseudoindividuality, and the idea that by buying the GAP's products he or she is an individual, when really they are not.
The GAP is trying to associate itself with many ideas and qualities in these images. The most prominant idea would be individuality of course. The GAP wants to produce this image of "cool" or "unique" to the viewer so that he or she will buy the product. Other words that come to mind would be "sheek" or "trendy" as well. The GAP is certainly trying to produce the idea that they are completely different than other brands that sell similar type clothing and products. I think the second image is especially pushing s specific type of quality or idea. The word "philosophy" is a very interesting word choice, because it makes the person wearing the clothes seem intelligent but not in a book smart type of way, because he is "making up his own philosophy." I think the most contradictory part about the ad, is the fact that when you buy those clothes from the GAP you are anything but an individual. GAP is one of the most well known and popular clothing companies in the world, thus, there is nothing unique or individual about the GAP. You would be much more of an individual if you bought your clothes from a local thrift store, that were made by some fairly random person than if you bought your clothes from the GAP.
Connor Murray
Section 802
According to Sturken and Cartwright, “interpellation is the process by which we come to recognize ourselves in the subject position offered in a particular representation or product”. In two GAP ads the advertiser uses text to make the viewer feel as though they need or want what is being sold. By saying, “create your own sound” and “make up your own philosophy” the advertiser is selling the viewer the idea that if they buy clothes at the GAP they will become a creative individual. No one would listen to someone who said wearing a certain jacket would make him or her a great dj but when presented as an image the viewer connects differently with the statement that’s made. The GAP brand seems to be selling a lifestyle of being a distinct individual and doing your own thing. These ads can be seen as contradictory to the potential consumer because it is telling them to buy something that will be purchased by millions of people in order to become their own person.
Alyssa Holly
Section 802
Lucy Derickson
section 802
Sturken and Cartwright explain, “Ads speak in emphatic tones to viewers/consumers, as a voice of the ad knows what “you” need and want... interestingly the “you” that advertising addresses, either specifically through text or by constructing viewer positions through interpellation, is always spoken to or implied to be an individual.” This is an important idea because these ads are selling the idea of individuality. In these to gap ads the advertiser is attempting to connect with the viewer in a number of different ways. For example, both models are engaging the viewer with direct eye contact, and in this way the viewer can sense a connection with the model, and perhaps relate to them. The text in the ad “make your own philosophy” and “Create your own sound” is another way the advertiser would like the viewer to feel as though these ideas have to ability to change lives, and that these clothes are a gateway to this new lifestyle. It implies that wearing these clothes will alleviate the dissatisfaction one may have with their current lifestyle, and can now be free from conformity, thus becoming a new and unique individual. Interestingly enough, conforming is just what the consumer would be doing if this ad enticed them to shop at the Gap.
This is contradictory because buying clothes from a nationwide store is not unique at all. Everyone strives for uniqueness, yet they still want to belong. So this ad is attempting to sell the idea that you can be a free, unique, and individual person, and this is what those kinds of people look like. And further more our stores have these specific clothing styles to help you along on your road to self actualization. Clearly, a clothing style can not change who someone is on the inside, but so long as they can be seen by others as “that type of person” then the consumer has embraced the message of the advertiser and will be able to identify others who are as well.
The viewer of the Gap advertisements will occupy the subject position because of many factors. I don't know if the ads appeared together or were shown separately, but either way, it was probably intended for the majority of people to see both of the ads. This way everybody could identify with the ad that featured a member of their own sex, this way everyone could see clothing that they might possibly wear themselves. Another powerful way the ads interpellates is with the words written on each ad, "create your own sound,"/"make up your own philosophy,". The key word being "your," a possessive adjective of the word "you." Using this mode of address in the ad makes us ask ourselves to see ourselves in or as the people in the ad.
The two gap ads try and sell some ideas about lifestyle and personality as well as clothing. In both ads the models are very relaxed in a confident way and the words on the ads only exaggerate this fact. They are proposing individuality by saying through the words their body language that, "this is me and I'm comfy with myself, are you?" By this they are trying to get you to buy the same things that somebody else is wearing, because by doing so, somehow it will make you unique and you will finally be able to be yourself. Which is odd, because if you were truly wanting to be unique, you wouldn't wear something somebody else already is wearing. This contradiction between the ad's two main ideas is sort of a hypocritical stance on the ads creators, yet it is the only way to drive home the two points they want to make to sell their product.
Travis Torok
Section802
In these two ads by GAP, interpellation is evoked by the text and image. It has many emphatic tones to it provided by the texts, meaning its saying you should need or want this because it will make you like this. By having the texts of “Create Your Own Sound” and “Make up Your Own Philosophy” on the ads its telling the viewers/consumers that they will become imaginative and unique if they purchase these “rare” products. Of course since they are advertising to more than just you it can seem conflicting to the viewer since anybody can buy these clothes it won’t make you that unique after all. “In other words, ads perform the very contradictory work of convincing many different consumers that a mass-produced product will make them unique and different from others.” (S&C, 205) That’s why they coat it with selling an idea rather than the actual product itself, much like all advertisements nowadays. Having the ads be in black and white gives it a nostalgic quality thus making you hip.
Doug Mellon
Section 802
The interpolation in the two adds we see is mainly brought out in the text. The Text asks the audience to "Create" or "Make YOUR own ______." THe key word being 'YOUR'. This attempts to drawn the viewer in to he persona of the person shown in the ad. To make a connection to the brand.
These ads bring to mind a sense of class and sophistication. IT is asking the viewer to make their own but it is drawing from stereotypical ideas of what people dress like given their particular interests. So when it is asking you to make your own, ITs really asking you to choose a style that they have clothes for and go with that. THe most interesting point made in the section of the reading being discussed, to me, is the idea of ads trying to sell you a product that defines you as an individual. But this idea is absurd due to the fact they they mass produce all of their clothing. These are not hand made unique items they are sold to millions of other people across the world. But i think this feeds off of our own desires to be an individual but still be accepted as part of a group.
The above ads “interpellate” viewers by image’s location and style. It is of one person which makes it easy to just paint your face on them the viewer will“recognize [themselves] in the subject position” (S&C 203)They are dressed cool and are standing cool which makes you want to be them. It is a simple medium shot with a completely white background which makes the focus completely on the subject.
The ideas that this clothing brand are selling are if you buy these clothes you will be cool, the clothes will give you the coolness/acceptance that you don’t have now. It implies that these clothes are worth the money, that they are extremely valuable. This is contradictory because the clothes that these company’s sell are usually made over seas in poor conditions and are in no way of a higher quality than other brands. The clothes worth is in the idea of coolness and hipness and that is what the price is all about. These adds feed that idea of coolness and the ability to fit in that surrounds these company’s
Gina Waggoner
Section 802
According to Sturken and Cartwright, interpellation is “…the process by which we recognize ourselves in the subject position…” (p. 203). Just looking at the text of these two Gap ads, they’re literally telling us, as the viewer, what to do, which is basically to buy their clothes and we will become more of individuals. I noticed that the boy and girl are wearing similar outfits, but it works for both men and women, which can be an effective way to sell their clothes. They kind of force us to imagine what we would look like wearing these clothes and when we see them on the attractive models, we picture ourselves looking just as attractive. One of the problems with having these clothes look very similar and putting them on men and women is that a man may think ‘I don’t want to look like a woman if I wear these clothes’ and women may think ‘this outfit would make me look manly.’ It is also kind of contradictory because they are trying to say you will be an individual if you buy these clothes, but obviously, many people will run into others wearing almost the exact outfit that they are. The consumer would almost have to buy what is not advertised in the ad to avoid having matching outfits with others, since everybody in the world can view this ad.
Many advertisements these days try to talk directly to the consumer. It is an attempt to make that particular person feel like an individual in a crowd of others. Some will try to relate to your everyday life, others will make it seem that if it’s good enough for one person it’s good enough for you. The other implication ads make is that if they use a particular product that will make them more unique and special than everyone else. “Some perfume ads actually make the claim that the scent will smell different on everyone” (S&C 205). This gets into the idea of pseudoindividuality, a false sense of individuality. A product that appeals to everyone but claims to make whoever buys it unique. In reference to the advertisements given, they are establishing a direct link with the consumer by looking straight out at them. Also, they each have text telling you to make or create something of your own, something that is uniquely yours. It can be seen as contradictory though because if you buy the same clothes that everyone else has, how does that make you any more of an individual or different?
Nelson Schneider
Section 802
Advertisers have taken a new approach to reaching consumers. Instead of forcefully telling the viewer to buy their product, ad agencies have become more focused on selling the idea of what a product represents. The ads try to speak to the viewer to show that they care about their wants and needs. It creates a more approachable and humanistic message that draws in consumers. In the Gap ads above, there is the text of “Make your own…. Philosophy.” The last part is a sort of fill-in-the-blank, calling to viewers to place their own ideas in blank and make it their own. Gap is trying to sell the idea of individuality. It interpellates the viewer by trying to intermingle the concepts that the Gap supposedly represents with the viewer’s personal ideas. Those who buy into these tactics are consuming the commodity signs. It is not only the consumption of the product, but more so the consumption of the meaning it is encoded with.
As I said before, the Gap ads are trying to sell the message of individuality and if you wear their clothes, you will too be an individual. The whole idea is quite ironic because with such a widespread corporation such as Gap, it is hardly possible to be an individual having their products because so many other people have them as well. It is not a unique product if it is being marketed to everyone else in the world. Though it is understandable that such a large company would try to push the idea of individuality within their product, otherwise the consumer would not feel special if they had something that everyone else had. They are trying to make a personal connection to the viewer so they are more inclined to purchase the product because it also represents who they are.
Molly Waddington
Section 802
This Gap commercial interpellates the viewer by the everyday style that the model’s carrying, her/his hairstyle, which we can also see in everyday life, and of course by the written text that speaks to the viewer as “you”.
“the ‘you’ that advertising addresses, is always spoken to or implied to be an individual” this statement is also true in this advertisement, but it is also very ironic of them to call us to individualize ourselves by a corporate logo which we can see on everyone else. Sturken and Cartwright also talks about the equivalence between elements within the frame and between the product and its signifier, and we can see that this GAP add it’s trying to indicate the difference between people, individuality and their products; but ends up indicating the indifference and similarities that companies and people have. We can easily find the same style anywhere else, without having to carry a specific brand name.
These adds can be read as giving the idea of being creative and individual; “creating a sound” as a style, ”making your own philosophy” as a style, blending every aspect of your life to be one person, and personality, and express yourself as one, in your own style of clothing, with GAP. The expressions of models are very interesting, as if they’re daring you to look like them. It seems like choosing to take the pictures black and white also creates an artistic side which connects with the idea of being an individual.
Nazlı Dinçel
When viewing the advertisement for GAP clothing the term pseudoindividuality sticks out like a sore thumb. The models themselves do not give this feeling but the fill in the blank portion of the ad does. This allows one to insert which ever word comes to mind, making the consumer think that they can be themselves and not be influenced by anyone or anything. That then translates onto the clothing. One may think that because the ad is saying this it must be true that the clothing will show that I am an individual. Although this way of thinking is a false hope due to the fact that thousands of outfits will be produced and reproduced and worn by people all across the globe.
These two images create an idea of an individual in hopes that a viewer might see part of themselves in the add and identify with it. First they hint at the quality of inventiveness by the phrase “create your own …….”. Many people will see that and might associate their own creativity and individuality with the character portrayed in the add. This is the first step into drawing people in. Even if they are a different gender as the subject, or they do not have much interest in sound or philosophy, they will still have an association between creativity and individuality with GAP clothing. However by picking popular themes (without being too broad) such as philosophy and sound (or music), the add is likely to find a good percentage of viewers who directly identify and see a bit of themselves in the add. Therefore they are more likely to think in the back of their minds they can be more like themselves or an ideal of themselves by dressing like the person in the add. This is ironic and contradictory because all they are actually doing is copying the person in the add who they think is similar to them, which is not being individualistic or creative. It also has little to do with the product itself as a similar style could be attained from buy a wide variety of clothing brands. However this add serves to make the viewer think, consciously or not, that at least a part of their lifestyle is synonymous with GAP clothing.
Joe Steigerwald
The two ads that are shown represent something that simply words cannot which is being comfortable in what you do. Everybody wakes up in the morning and either gets dressed right away, or takes a shower and then gets dressed but either way people are picking out what they will wear socially for that whole day. As for the slogans that appear next to both images represents what somebody may ask themselves when shopping. “Should I get this, or does my friend have it? Is my wife/husband going to like this, or think it is ugly?” The slogans want you to try and just see yourself in the clothing and not caring about what anyone thinks except yourself. The beliefs and qualities associated with these cloths and brands are that being comfortable works and being comfortable sells, being happy sells. When people are happy with something then they keep going and buying. It ends up working for everyone in the end. They sell the cloths along with the ad because they are trying to tell you that if you buy this product then you can be unique and don’t have to copy others. That is what is contradictory with this ad. At the same time though the consumer is getting all they want as well.
tj waite
802
Two ads are shown, one is a man and the other a woman. Doing this puts the viewer, whether male or female, in the place of the model. The text in the ads reads “create your own _______” and “Make up your own _______” The blank is filled in by a handwritten word, in the woman’s case “sound” and in the man’s case “philosophy.” The handwritten lettering as well as the blank both put the viewer in the place of the model as well as creates a space for the viewer to become themselves – to create THEIR own – whatever. The ad is silently saying “Shop at Gap – we have all the accessories to make YOU who YOU want to be”
GAP really presses that their clothes and accessories makes the wearer of the clothes be themselves. What’s really interesting is that in both these ads the models are not wearing anything with a visible GAP logo. The only sign that this ad is for GAP is a logo in the lower right corner of the female ad. This shows the viewer that these people are themselves, and are not just buying some clothes from some franchise chain store wearing some logo. They are trying to drive in the point that the wearing of the clothes actually creates the clothes by choosing how to wear them.
“Ads create a relationship of equivalence between elements within the frame and between the product and its signifier” (Strurken & Cartwright, 208). This is what the GAP ad is doing. They are using the models and their individuality with how they choose to wear their clothes and associating it, very subtly, with GAP. The product and the signifer (the meaning) are brought together in the ad by a simple GAP logo in the lower corner.
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