#82777
10/04/2002 7:10 AM
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Joined: Mar 2000
Posts: 1,981
Pooh-Bah
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Pooh-Bah
Joined: Mar 2000
Posts: 1,981 |
I can't believe it!
I drive past GAP and there it is. Another of their attempts at American Cultural Imperialism. Why?
Last year, I complained about their "HOLIDAYS ARE HERE" campaign which left many people here rather bemused thinking "I took my holidays in the summer - why is there a picture of a child all wrapped up in warm clothes - is the child going on a holiday? ...."
This year the sign says "FALL SALE" - does this mean that they are selling items that "fell off the back of a lorry", or are they worried about falling sales/market share. Of course we all (I think) know what "fall" means in the USA, it just happens to be called "Autumn" here - what's wrong with a sign saying "Autumn Sale"? - surely they have signs in French and Spanish when they have shops in those countries. Why do they fail to acknowledge that we have our own language too!
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#82778
10/04/2002 10:11 AM
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Joined: Jan 2001
Posts: 1,156
old hand
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old hand
Joined: Jan 2001
Posts: 1,156 |
Why do they fail to acknowledge that we have our own language too!It's even worse in Canada, probably because we're right next door and they assume that we're clones without ever bothering to ask. I'm not sure if that makes you feel better. But at least you know you're not alone!  
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#82779
10/04/2002 12:52 PM
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Joined: Mar 2000
Posts: 11,613
Carpal Tunnel
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Carpal Tunnel
Joined: Mar 2000
Posts: 11,613 |
Well, Jo, possibly the signs were shipped from the States; I don't know. I will say that I have been told by a beloved Brit-speaker that I ought to learn to speak English! But maybe I should tell him to learn American: recently he used a slang expression that HE thought changed the antecedent insult to show that he was making a joke. Instead, though, it served to emphasize the seriousness; quite rocked me back on my heels, till I asked, I can tell you.
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#82780
10/04/2002 12:57 PM
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Joined: Dec 2000
Posts: 13,803
Carpal Tunnel
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Carpal Tunnel
Joined: Dec 2000
Posts: 13,803 |
There is, of course, the simple fact that the USn use of holiday is etymologically more defensible.
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#82781
10/04/2002 2:17 PM
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Joined: Jan 2001
Posts: 1,819
Pooh-Bah
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Pooh-Bah
Joined: Jan 2001
Posts: 1,819 |
Well if it makes me feel any better, Gap and most other American stores insult the intelligence of Americans (perhaps considered an oxymoron by many British...) too.
We use "autumn" here as well as "fall." They're more or less interchangeable, with autmn being slightly more formal, having a whopping two syllables.
U.S. retailers love the time between October and January because there is pretty much a holiday per month, leading up to their biggest money maker, Christmas. Hence "the holiday" season is the time when shoppers are more easily separated from their money. It can be rather nauseating (or as many of my patients say, "nauseratin") to see Christmas decorations up in stores well in advance of any real cultural feelings that the Christmas season has arrived.
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#82782
10/04/2002 2:46 PM
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Joined: Jan 2001
Posts: 1,156
old hand
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old hand
Joined: Jan 2001
Posts: 1,156 |
There is, of course, the simple fact that the USn use of holiday is etymologically more defensible
Except for the fact that the choice of the word holiday by retailers is dictacted by their desire not to appear to prefer/offend any particular religion's holy day. In fact, in ad campaigns, holiday has quite an un-religious meaning.
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#82783
10/04/2002 3:48 PM
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Joined: Dec 2000
Posts: 13,803
Carpal Tunnel
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Carpal Tunnel
Joined: Dec 2000
Posts: 13,803 |
Except for the fact...
Yer in line behind Shona.
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#82784
10/04/2002 5:21 PM
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Joined: Jan 2001
Posts: 1,156
old hand
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old hand
Joined: Jan 2001
Posts: 1,156 |
Yer in line behind Shona.
Huh???? [confused]
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#82785
10/04/2002 5:28 PM
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Joined: Dec 2000
Posts: 13,803
Carpal Tunnel
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Carpal Tunnel
Joined: Dec 2000
Posts: 13,803 |
Huh????
For replacing me as chief nitpicker.
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#82786
10/04/2002 5:32 PM
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Joined: Oct 2000
Posts: 5,400
Carpal Tunnel
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Carpal Tunnel
Joined: Oct 2000
Posts: 5,400 |
i know you raise the issue last year, and i think i recall that the subject was "talked about', but did it have a real negitive impact? or did it just make everyone notice, comment, and think about The Gap? and if it did, maybe the ad succeded in way you might not have thought of... after all you still remember last years add, and with all the real information you have to deal with, for an add to imbed itself in you consciousness, well that is an acheivement isn't it?
from an Ad man's point of view, Holidays are here was a very successfull ad!
it most likely hasn't annoyed you enought to say, 'i am never shopping there" (and even if it did, your kids might have other ideas!) so you are more aware of the gap as a result of advertizing.. scary isn't it?
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#82787
10/04/2002 5:39 PM
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Joined: Dec 2000
Posts: 13,803
Carpal Tunnel
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Carpal Tunnel
Joined: Dec 2000
Posts: 13,803 |
I used to subscribe to AdWeek magazine (don't ask) and enjoyed the two columns that reviewed new ads. One would look at three or four new campaigns and generally rate them for good or bad; the other would look in some depth at one campaign that the writer thought was particularly good. I liked it especially when one writer would write a rave review of a campaign the other had panned.
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#82788
10/04/2002 6:10 PM
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Joined: Jul 2000
Posts: 3,467
Carpal Tunnel
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Carpal Tunnel
Joined: Jul 2000
Posts: 3,467 |
Jo:
Do the English not make a connection when fall is used in the context of a season? Or do they have to stop or mentally shift gears just for a second to come up with the connection?
I use fall and autumn as completely interchangeable in that context. What would Princess Summer-Autumn-Winter-Spring say???
TEd
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#82789
10/04/2002 6:33 PM
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Joined: Dec 2000
Posts: 13,803
Carpal Tunnel
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Carpal Tunnel
Joined: Dec 2000
Posts: 13,803 |
Princess Summer-Autumn- Winter-Spring
Shouldn't that be Princess Summer-Autumn-Winter-Vern?
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#82790
10/04/2002 6:51 PM
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Joined: Aug 2001
Posts: 11,074 Likes: 2
Carpal Tunnel
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Carpal Tunnel
Joined: Aug 2001
Posts: 11,074 Likes: 2 |
That's just so much bluster, you know.
Note to non-USns, and those under thirty: in the 1950s there was a kids' television program called "The Howdy Doody Show," with another puppet/character called Princess Summer-Fall-Winter-Spring. And another one called Phineas T. Bluster. Also the Flub-a-dub, and Buffalo Bob, and Clarabell the clown, who later became more widely known in a show of his own as Captain Kangaroo.
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#82791
10/04/2002 7:07 PM
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Joined: Mar 2000
Posts: 6,511
Carpal Tunnel
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Carpal Tunnel
Joined: Mar 2000
Posts: 6,511 |
{ahem}
"It's Howdy Doody Time!
It's Howdy Doody Time!
Bob Smith and Howdy, too,
Say Howdy-doo to you!"
I didn't realize Clarabel became Cap Kangaroo, though. I wonder what CapK might have to say about all this?
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#82792
10/04/2002 7:41 PM
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Joined: Dec 2000
Posts: 2,661
Carpal Tunnel
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Carpal Tunnel
Joined: Dec 2000
Posts: 2,661 |
I used to subscribe to AdWeek magazine (don't ask) and enjoyed the two columns that reviewed new ads.
It seems a like a great source for humor.
---------------
Yes, last year we did have a similar holiday discussion and I distinctly remember b******g about the early *hour it is/was to be talking about the holidays which don't actually® start until US'ns Thanksgiving. I wouldn't consider anything about October part of the holiday season... other than the *best holiday of the year... Samhain!
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#82793
10/04/2002 9:50 PM
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Joined: Sep 2001
Posts: 872
old hand
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old hand
Joined: Sep 2001
Posts: 872 |
Now, now, let's keep this discussion within the spirit of the holiday season. Now here's a happy thought...think about it, - a whole world peopled by americans; English americans, japanese americans, iraqian americans, everybody Americans. A world of free trade and brotherhood where GAP advertisements would be understood from pole to shining pole, and a place where Coca-Cola could at last teach the world to sing...and every single nation on this earth would finally understand each other's mindless babble and sing in perfect harmony..."God Bless America". O' were it only so... 
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#82794
10/05/2002 12:49 AM
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Joined: Dec 2000
Posts: 13,803
Carpal Tunnel
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Carpal Tunnel
Joined: Dec 2000
Posts: 13,803 |
a whole world peopled by americans; English americans, japanese americans, iraqian americans, everybody Americans.
Great minds, milum. I was thinking along much the same directments. It is merely necessary for everyone to acknowledge that George the First is Supreme President for Life of All He Surveys. Aberrant spellings, such as honour and democratise will be banned and English First shall be the true language of all peoples. Holidays shall be those declared by the SPfLoAHS and personal time off work shall be recognized only as vacations and the time of year will be known only as Fall. This is only as it should be.
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#82795
10/05/2002 9:47 PM
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Joined: Mar 2000
Posts: 1,981
Pooh-Bah
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Pooh-Bah
Joined: Mar 2000
Posts: 1,981 |
>I was thinking along much the same directments.
Of course, I see the light now!
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#82796
10/05/2002 9:58 PM
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Joined: Mar 2000
Posts: 1,981
Pooh-Bah
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Pooh-Bah
Joined: Mar 2000
Posts: 1,981 |
Encouraged by Milo's concern for the TRUTH in reference to the challenged books of the world, I wrote to the mighty GAP HQ and received this reply (standard inoffensive reply 36, I assume). Having taught on marketing and customer care courses in the past one can only admire it for being completely calm and inoffensive.
_____________________________________________
Thank you for your message regarding our marketing campaigns. Because our market is quite diverse, we create a wide range of materials with many different themes and treatments in an effort to reach everyone at one time or another. Sometimes we miss the mark with some customers,
and while it's disappointing to hear, it does encourage us to keep trying new ideas that may be more appealing. We hope you'll keep watching and continue to let us know how we're doing.
If we may be of further assistance, please contact us via e-mail at
custserv@gap.com or by calling 1-800-GAP-STYLE. Our Customer Service
Consultants are available 24 hours a day for your convenience.
Sincerely,
Cynthia (name changed, even though is probably isn't a real name)
Customer Service Consultant
______________________________________________
So why does it make me want to write:
Aaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaargh!
(PS to TED - yes, Fall gives me a double take, it really isn't used here, except in American TV and movies, most advertisers, even multinationals would translate it.)
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#82797
10/06/2002 4:56 PM
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Joined: Dec 2000
Posts: 2,661
Carpal Tunnel
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Carpal Tunnel
Joined: Dec 2000
Posts: 2,661 |
jo - You may officially consider your cookie cut.
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#82798
10/09/2002 11:05 AM
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Joined: Oct 2000
Posts: 1,346
veteran
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veteran
Joined: Oct 2000
Posts: 1,346 |
did it just make everyone notice, comment, and think about The Gap? and if it did, maybe the ad succeded in way you might not have thought of...
Well, yes and no, Helen. I think to a certain extent all marketing is geared up towards building lifetime relationships with customers, giving them the sense that they as individuals are "important".
If a large company can't be bothered to cater for an entire nation it doesn't say much for their attitude to individuals. I'd expect that kind of approach from the cheaper, mass-produced end of the market, but not from a supposed quality supplier.
And to some extent I would also pass such negative feelings about the company on to my kids. They may well ignore me, of course, but then, they may not. Can Gap afford the possibility?
There is certainly such a thing as bad publicity, although it's less about being controversial and more about being ignorant and dismissive.
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#82799
10/09/2002 11:43 AM
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Joined: Mar 2000
Posts: 1,027
old hand
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old hand
Joined: Mar 2000
Posts: 1,027 |
Interestingly enough, in spite of this seemingly global advertising, GAP is hardly known as a firm in German-speaking parts of Europe. Maybe because for those of us who have learnt English at school, gap stands for something that's missing, just as a fall is usually painful  .
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#82800
10/09/2002 1:41 PM
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Joined: Dec 2000
Posts: 2,661
Carpal Tunnel
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Carpal Tunnel
Joined: Dec 2000
Posts: 2,661 |
...from a supposed quality supplier.Huh???
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#82801
10/09/2002 2:29 PM
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Joined: Oct 2000
Posts: 1,346
veteran
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veteran
Joined: Oct 2000
Posts: 1,346 |
>>...from a supposed quality supplier.
Huh???
Everything's relative, mate!
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#82802
10/10/2002 12:05 PM
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Joined: Mar 2000
Posts: 6,511
Carpal Tunnel
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Carpal Tunnel
Joined: Mar 2000
Posts: 6,511 |
I just thought of a cute slogan for this particular chain in the UK: "Mind the Gap!"
hehehe
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#82803
10/10/2002 1:26 PM
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Joined: Oct 2000
Posts: 1,346
veteran
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veteran
Joined: Oct 2000
Posts: 1,346 |
"Mind the Gap!"With a slogan like that they'd have to go underground for a while, 'tie.. But if you don't mind the Gap will it make you Saddle-sore? cross-threading
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