Free Marketing Dissertations - Create An Advertising Parody That Highlights Environmental / Ethical And
Create an advertising parody that highlights environmental / ethical and
sustainable issues to an audience of young people. The target audience are age
15 to 25.
GAP LABOUR
Gap is a store that stands for all those good American values and, you might say uniquely, they extend these values to their factories in developing countries. You could call this the globalisation of the American dream. For instance employees in their factories in the Far-East are encouraged to work hard. with contracts often forbidding them to quit work. In a bid to link promotion to individual merit employees are encouraged to think and act for themselvesand are forbidden to join employee unions. Traditional White-Anglo Saxon Protestant ethics are promoted.as employees are frequently banned from attending religious ceremonies in place of work and loyalty is rewardedemployees have allegedly been fired for trying to complain.
Contractual specifics aside, Gap had been a leading example of the business benefits of operating a manufacturing sweatshop in the less developed countries in which it operates. By paying employees low wages in unhealthy and unsafe working environments the company maximises their profit margins. They have large operations in Saipan, a region that has seen over 1000 citations of inhumane working conditions from the Occupational Safety and Health Administration in the United States. Yet Gap continues to operate in Saipan. It is not unrealistic to assume that Gap Sweaters are made largely from sweat.
But why are we not mad at Gap? Surely Gap is a wholesome, traditional, American company? After all, aren’t some of their advertisements in black and white?! They have commercials where everyone is happy and looks down to earth. Where all races, creeds and colours are seen wearing Gap clothing. Often they’re shoeless! Surely this company would never exploit? Are they not the Body Shop of fashion? Gap’s enduring image in the West remains one of a good value company with good values. They have created an image we can relate to - non-elitist. This is reflected in their meagre use of celebrities to front campaigns and, when they do, it is always carefully selected, caring celebrities such as Willie Nelson or Macy Gray. People who reflect none of the negative characteristics commonly associated with celebrities such as greed, exploitation, and poor treatment of those ‘beneath them’ .sound familiar? Maybe Gap should think about using a Jennifer Lopez or a Mariah Carey. Surely these celebrities have more in common with their sweatshop principles?
GAP KIDS
The creation of Gap Kids stores was an incredibly successful business venture by Gap Inc. For the first time children in American and latterly the UK were given a store that treated provided them with more sophisticated, grown-up fashion than the typical children’s clothing stores.
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