http://www.cbsnews.com/video/watch/?id=2043390n
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This video comes from Katie Courics notebook, which was originally aired in 2006. This video features the Gap ad of a young Aubrey Hepburn dancing and introducing the new skinny black pant. Katie Couric points out that using deceased celebrities to sell a product is a new trend. Although The Gap asked permission from the family and gives to her favorite charity, Katie Couric raises a good question, how would Aubrey Hepburn feel about being used to sell product. This is a good question, I believe that it is a good idea as long as they ask for permission from family and give to the charity of choice. The Gap made good choices when it came to this advertising commercial. They asked the family and then they decided to give. This was a good move by the company. So the question remains would you care if you were used to sell a product? Personally I wouldn’t. However I would hope that they would use me in a respectable way such as not selling beer or anything deemed inappropriate or that violates my moral beliefs. Audrey Hepburn looked stunning in the commercial and regardless she would have been pleased.
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This is a very interesting market approach by Gap, and i kind of like it! It's a great flashback and makes me want to buy the black pants! Honestly, i would be honored to be in a gap video, dead or alive. There is nothing inappropriate about it and it makes her look good if anything! This, to me, is a boring "notebook" special for Katie Couric to do. It's not that big of a deal, and shouldn't there be something else bigger that could be on the news? Gap was creative with their marketing styles and did something different which is fun to watch and really does what it's supposed to do, and that's advertise black skinny jeans. I don't know when this was made, but i want to go get me some black skinny jeans now. I also really liked the ACDC twist to it. It added a little bit from different decades to make it a perfect tv ad.
ReplyDeleteAudrey Hepburn is so very "in" at the moment, it was a smart marketing move on their part. On the other hand I am not so sure if it is an ethical move. Even though she is a celebrity figure, she would normally be paid for this. Is her family or trust getting any sort of compensation for this sort of exploitation (not sure if this is too extreme of a word)? I do love the idea of transforming into a classy, sophisticated individual like Audrey but I just don't see that happen. I think using living influences would be a better and more ethical move. I would not be interested in being featured in an ad after I am dead, unless of course like you mentioned, a charity or family were benefiting.
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