Free Marketing Dissertations - .and Surely Not Exploitative! Halloran (1974) Elaborates On The Theories Of
.and surely not exploitative!
Halloran (1974) elaborates on the theories of Blumler and Katz to provide a more scientific theory that may explain Gap’s advertising strategy and manipulation of their own image to satisfy the consciences of their customers. The theory referred to is known as ‘Reception Theory’ or ‘Audience Positioning’. This is the business of the relationship between media content (e.g. a Gap television advert) and audience. The idea here is that media texts can be seen as being structured according to defined codes and conventions (known as semiology). So, the semiology does something to the audience and the audience is positioned by the text. In other words, their adverts, much like their third-world factories, are specifically designed to exploit, only in this case it is the senses and perceptions of the consumer that are being exploited. It is direct and blatant but does not come across as such. All advertisers do it, but Gap more successfully than others.
Communication theories
From the seven traditions of communication theory provided to us by Craig (1999) it is arguable that Gap use socio-psychological and socio-cultural methods of influencing us - the audience - through their advertisements. Socio-psychological campaigns centre on expression, inter-action, & influenceGap makes us feel good about ourselves. Their clothes look good and would make us look good. You don’t have to be a superstar to afford them or wear them. Therefore we feel Gap is a company that cares about us. We like that whether we admit to it or not.
Socio-cultural communications theories establish and/or reinforce social order. Whilst this may sound overly profound, it explains that what Gap are actually doing with their campaigns are telling us where they are positioned in society and consequently where we will be positioned if we wear their clothes. Their ‘down-to-earth’ campaigns, shop-designs, logo and clothes range reassures us that they are just like us and massages the unpretentious, value-seeking, appearance conscious side of our personalities. These subconscious influences in Gap’s advertising are strong enough to overcome any lingering doubt we have about the ethical conduct of the company. This is a direct result of the product positioning. The use of words such as ‘authentic’ in their advertising campaigns further divorces the image of Gap and mass-producing sweat shop factories in the Far-East in our minds. And vast areas of woodland being destroyed? Not by these guys!
Conclusion
Gap shows us how successful an effective, modern marketing strategy can be not just in helping to increase sales figures but also in helping a company’s public relations and reinforcing a positive corporate image.
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