Mind the Gap: Marc Gafni

The Gap’s ad campaign in fall 2001 shows slender stylish young ladies, with a caption underneath that says, ‘My First Love’. The reader/gazer/consumer expects some sexually provocative image or story to follow. Then comes the wonderful twist that makes this ad stand out. We see a picture of a woman with a book – ‘My first love – Anais Nin’, or with a tape, ‘My first love – the Ramones’ ….or a photo — ‘My mom’. What the Gap ads effectively did is suggest an expansion of the erotic beyond the sexual to include art, music and personal non-sexual relationships. The ad plays off of the Western mind which expects the sultry story to fill in the blank of what is ‘love’ or what is erotic! The Gap is ever so subtly suggesting that the Shechina needs to be liberated from the mere sexual. You can live erotically in all areas of life.

posted by Dr.Gafni assistant
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