My little sister was telling me about a Gossip Girl episode that she saw the other day and how much she liked Serena’s dress that she was wearing. She said she looked all over the internet trying to find it but couldn’t until she went to the CW website, where it allows you to view and purchase clothes that the cast wore on different episodes. I checked out the website myself, and saw that the site has developed a link to view the infamous clothes that are worn through out the different episodes. Keep in mind that the choices are limited, and are on the expensive side for most of the young audience that the show attracts.
Nearly four hundred dollars for a pair of sandals that Serena wore in an episode is the price to pay to live the exclusive life of a Manhattan elite. Since the show’s demographics cater to young girls the CW gains a sense of power over them. These young girls are much more impressionable and easily influenced to think that they need this pricy wardrobe available on the Gossip Girl website. I then started thinking about all of the other product placement items on the show and Verizon Wireless cell phones came to mind, since they are constantly showing the characters receiving messages on their phone the phone begins to play as large of a part as the characters do. The ability to dress like the prestigious characters and use the same cell phone, convinces the consumer that they too can be queen of the playground, and develop that connection with the characters to allow them to feel like are just like them.
Even though they are just characters on a show they have created such an impression on their audience that not only do their fans want to be just like the celebrities but they want to be like their characters as well.
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