Most people think of Walmart as a place to buy cheap, mass-produced goods. But what many don’t realize is that Walmart is also one of the largest and most sophisticated advertising machines in the world. In fact, Walmart spends more on advertising than any other company in the US.
What’s even more fascinating is that Walmart’s ads are often full of hidden messages and subtext. If you know how to decode them, you can learn a lot about what Walmart is really thinking – and how it wants you to think about it.
Let’s take a closer look at some of Walmart’s recent ads and see what they really mean.
“The Good Life”
This ad, which aired during the Oscars, shows a series of vignettes of people enjoying “the good life.” We see a young couple buying a house, a family on a beach vacation, and a retiree playing with her grandchildren.
The ad is narrated by Oprah Winfrey, who tells us that “the good life is within reach for everyone.”
What the ad really means: The good life is only within reach for those who can afford to shop at Walmart.
This ad, which aired during the Super Bowl, shows a series of people making choices in their lives. We see a woman choosing to start her own business, a man choosing to adopt a child, and a family choosing to move to a new home.
The ad is narrated by actor Walton Goggins, who tells us that “every day, we make choices that matter.”
What the ad really means: The choices you make don’t really matter, as long as you choose to shop at Walmart.
This ad, which aired during the Olympics, shows a series of people striving to be their best. We see a woman training for a marathon, a man working to support his family, and a young girl practicing her violin.
The ad is narrated by Olympic gold medalist Michael Phelps, who tells us that “we all want to go somewhere better.”
What the ad really means: You can only go somewhere better if you shop at Walmart.