TJ Keeley
On Commercials
A. The advertising objective of the Gap was to inform its potential shoppers that the company was undergoing a makeover, or as they phrase it in the commercial “the all-new Gap is coming.” The commercial dramatized that the renovation was sparked by the customers and was thus a reaction to their desires, by literally showing them chaotically destroy an old Gap store.
B. The commercial follows the basic three-act structure of a short film. I suppose the genre is silent comedy. The power in its form of communication is the way the violence and mayhem escalates into a sort of action film complete with its own score.
C. Selling.
D. National.
E. The idea meant to be left in the audiences mind is that Gap is revamping its approach to style and advertising to meet the needs of and to respond to the demands of the customers.
F. The commercial’s target audience were potential shoppers at Gap stores. Based on the director and tone of the film, I think they were shooting for a younger, hipper, crowd so to speak – maybe late teens and early twenties.
G. The theme is that destruction is fun. The concept is literalizing a stores renovation and exaggerating it to epic proportions.
H. The visual language is a frantic, action film complete with shaky camera work, and quick editing.
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