Abstract

This study interrogates the Gap campaign from a political economic perspective to determine whether it goes beyond merely touting the virtuous line of social responsibility. Critics cite the irony of capitalist-based solutions that perpetuate the inequities they are trying to address. Others suggest the aid generated is problematic in and of itself because it keeps Africa from becoming self-sufficient. This research contends the purpose of the Gap’s participation is genuine, going beyond window dressing and the surface level benefit of capitalistic enterprise, and is in fact linked to a higher motive of propagating ethical trade which ultimately offers African beneficiaries a path to financial independence. However, because the message of the current Gap advertising campaign does convey a false sense of doing good, another advertising approach is warranted.