The Gap is one of a growing number of companies featuring television commercials on their Websites. Access the following URL and follow the instructions below to see the latest GapKids TV commercial.
Follow the advertising link and click on GapKids television to see a list of the available commercials for this highly successful line of children’s clothing. Choose one of these TV spots and write a critical analysis according to the components discussed on pp. 286-90.
Specifically, what are the primary video elements and what is their function? How are they used to convey this commercial’s central idea, message, or image? Next, describe the audio portion of this commercial. What roles do the spoken work, music, and/or other sonic elements play in reinforcing the appeal? Be sure to identify and describe any voiceovers or jingles used in this ad.
Finally, what is the apparent target audience for this commercial? Is there more than one? Explain. With this in mind, what is your assessment of this commercial’s potential success?