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RSS FeedGAP: ABC’s of Back to School Stereotypes?
Reader Jocelyn Conway Malone was strolling by the GAP the other day and noticed the difference between their back-to-school clothes marketing to girls and for boys. Feel free to tell the company how you feel about skinny jewel-box girls versus “active stretch”"made-to-move” boys at the following address: custserv@gap.com (subject line: marketing & advertising)
Girls:
Boys:
I think it’s particularly ironic that it’s the GIRLS who are ACTING / MOVING in their ad….
Guess where my daughter’s not going to back to school shopping this year?
I’m usually with you, but this time I think you’re reading too much into it. The jewel box refers to the color palette, the girls are shown in a pretty neutral environment and I’m happy to have color choices that aren’t pink and lavender. As for skinny jeans, despite the unfortunate name, I guess I’m OK with it. Maybe I’ve just been desensitized
I got this flyer in the mail a couple weeks ago, and the first thing I noticed was that not ONE of the girls was looking at the camera, while every single boy was directly involving the viewer. That struck me as a bit of a stereotype too.
I actually commented on this back n 8/5, but maybe I didn’t submit, because I don’t see it published. I actually disagree with you on this one. The “jewel box” refers to the color palette (which is thankfully a little — just a little — broader than the usual pinks), the girls are featured in a neutral setting (in fact, engaging in similar activities as the boys and seem to be having a much better time than the boys, engaging in something and not just “posing”), and while I agree skinny jeans are very unfortunately named, it does strike me as referring to the cut of the jeans, not the girls. Maybe I’ve just been de-sensitized, but this particular ad campaign doesn’t bother me so much.