I have a couple of observations about the new Gap campaign.

1. Notice that the models are restricted in their movements while the camera pans over them. This is a simple way to objectify them, but also serves to emphasize what movements there are. It's a nifty perceptual trick that pulls the viewer's eyes from spot to spot, from one model who is permitted to move to the next. These models have been imbued with personalities that befit the Gap's campaign: the Girl Who Cocks Her Head To One Side, the Boy With Poofy Hair Who Sings Louder Than The Others, and the old standards the Black Girl and the Blonde Girl. There's no message in this, there's no subliminal promotion being transmitted. All this technique does is draw attention for the sake of maintaining eye contact and focus on the Barely Sentient Singers, inviting the viewer to share in their sedation as they mope their way through "Mellow Yellow."

2. And what a sedation! Perhaps the ad people believe these spots will actually hypnotize viewers, so that the shamelessly and pointlessly punning tagline "Everyone in cords" will meet no conscious resistance. Finally, the Gap has embraced its true essence and given up this nonsense appeal to originality and individuality. It's heartening to see corporations admit to themselves that's what they really want. In coming months, expect legislation legalizing, then mandating, the use of depressants at shopping malls.

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