Post 2: Analysis of a Celebrity Endorsement

Many Americans know the infamous Sarah Jessica Parker from her hit T.V. show, Sex and the City. In addition to being a well-known actress, she also works in a variety of advertising campaigns, one being Gap. Gap is an American clothing and accessory brand based in San Francisco, California. It is currently one of the largest specialty apparel retailers in the United States. The following are all the Gap brand stores: Gap, Gap Outlet, GapKids, babyGap, GapBody, and GapMaturnity. The company clearly strives to meet the population as a whole. In my eyes, Gap gives off the image of classy, casual, and fun, which are three characteristics that Sarah Jessica Parker definitely portrays.

Sarah Jessica Parker, in my opinion, is an appropriate choice for Gap's advertising campaign. It is obvious, through her acting, that she is an extremely bubbly, fun-loving, yet still a sophisticated individual. These are the characteristics I believe Gap is trying to strive towards. On Sex and the City, Sarah Jessica Parker is very fashionable. She is seen wearing elegant as well as casual clothing, and Gap absolutely manufactures clothing for every occasion.

The endorsement has been very successful for both Sarah Jessica Parker and Gap. Sarah Jessica Parker has been campaigning with Gap for quite some time now, and from the looks of it, Gap has been satisfied with her work. Many individuals look up to Sarah Jessica Parker, and when they observe her Gap advertisements, it ultimately convinces them to buy the same types of clothing items. In an Entertainment Weekly article titled, "Casual 'Sex'," Gary Muto, president of Gap, is quoted saying, "Gap has always been about individual style, and no one represents this philosophy better than Sarah Jessica Parker." I personally agree with this statement because Sarah Jessica Parker is an individualist and can definitely pull off wearing jeans and a T-shirt or couture. This endorsement deal has been successful for Gap because they are making profit from more Americans, while it has been successful for Sarah Jessica Parker because obviously she is making money and enjoying her job.