NEW GAP COMMERCIAL UNDER RACIAL SCRUTINY
Written by wdkxwp on April 5, 2016
The latest GAP Kid’s ad (as shown above) has been labeled by viewers as “passive racism”. The ad shows 4 young girls, all members of Le Petit Cirque, an all humanitarian kid’s circus group, posing in GAP Kid’s clothing. However, the only black girl in the group is being used as an arm rest by one of her groupmates as she stands there expressionless. Many found the placement of the black girl as very offensive, and did not hesitate to make GAP aware of their poor-judgement decision.
However, the irony of it all is highlighted in the video portion of the ad, where the kids are being interviewed by Ellen DeGeneres, and they begin to advocate for youth empowerment. The oldest of the group, who happens to be the one pictured leaning on the little black girl, is quoted saying, “We don’t just empower girls… we empower everyone.” Yet she is pictured, in what many consider, demonstrating a level of superiority over her black groupmate.
In their defense, GAP attempted to demonstrate how this same pose was illustrated in a previous ad campaign that they released, but in “reverse”. However, the viewers’ arguments highlighted how the way the girls’ poses differ, with the white girl demonstrating a tougher character.
Was GAP’s latest ad just an innocent overlook taken to seriously? or do you sense a bit of racial undertone?
Racqui B
