The Gap is an American clothing retailer founded in 1969. In April, Gap apologized for an advertisement that showed four children posing - three white children and one black child who appeared to be used as an armrest by one of the white girls. Critics argued the ad could be seen as portraying the black child in a subordinate role and as a "prop". While many accused the ad of being racist, Gap responded quickly by removing the ad and changing the photo, claiming they were unaware of how it could be perceived but were not intentionally trying to cause offense or seek publicity. The document argues people should have dialogues with companies about issues rather than immediately accusing them of racism.

1. Unit 3
Controversial Advertising

2. The Gap, is an American worldwide clothing and
accessories retailer. It was founded in 1969 by
Donald Fisher and Doris F. Fisher and is
headquartered in San Francisco, California. It is a
very popular brand by many and is located all over
the world.

3. What does this picture mean to you?

4. ..
• Gap recently, in April, apologised for this advert.
• Which shows children 4 children; 3 being white and 1 being black, doing
various different poses.

5. The problem?
• There were a few different criticisms with the campaign which included:
1. The fact that the black girl is being used as an armrest, looks as if she is only there to bear the
weight of the girl leaning onto her. The fact that the girl is smaller than the rest could be
portrayed as if the girls are being intimidating towards the black small girl as well as being
higher up in the social hierarchy.
2. The one black girl could be seen to be used as a ‘prop’ due to the fact that all the white girls are
striking a cute, powerful pose, whilst the small black girl is standing there (as some argued)
‘appearing passive’ and rather a token than anything else.
3. Lastly, as there are 3 white girls and 1 black girl, it could come across as if gap are just trying to
do the right thing too avoid criticism when really the girl is not wanted there.

8. Racist?
• Many people were angry about this and tweeted gap saying that their
company is an ‘’#epicfail’’
People were angry because they couldn’t work out why GAP did it.

9. Little did people know..
• We found more information GAP the company and what we found was.
• 2 years before the ad started campaigning, there was the same picture but…

10. How did GAP respond?
• GAP responded in the best way possible.
• They deleted the AD campaign and changed the picture as soon as they
heard the abuse their company was getting.
• They didn’t ask for publicity. They were just unaware of what people
would’ve thought.

11. The intentions
• People don’t decide to hear company’s out, they just assume the companies
intentions and class it as racism.
• People need to have the dialogue with the companies instead of pointing
fingers on them and solve the issues.