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作者：雷霆之怒公益服 来源：http://www.edmi.com.cn 时间：2020-12-28 12:39

Much of what has traditionally passed for Wal-Mart advertising featured in-store shots of merchandise, often accompanied by images of friendly looking Wal-Mart employees in their standard-issue blue jackets with glaringly oversized name tags.
These spots may represent a small step forward in revamping Wal-Mart's marketing image. But the retailer and GSD&M will either have to commit fully to a major and memorable overhaul, or else go back to the basics that have worked so well for Wal-Mart for so long.
To succeed, Wal-Mart is going to have to tweak the rather unadorned image it has cultivated in ad campaigns to date. The first attempts at an image shift can be seen in the new back-to-school advertising from Wal-Mart agency of record GSD&M in Austin and Chicago.

Few in the retailing world could dispute that behemoth Wal-Mart has done more than any other chain to change the way people shop. The discount retailer's forceful tagline "Always low prices. Always." succinctly sums up what has made Wal-Mart such a major force in the retail world.

Neither does "Backpack," which invites us to laugh at a young boy who overstuffs his backpack to the point where he falls backward when he puts it on his back. Groan.



The 30-second "Breakfast" spot is as sleepy as they come. It introduces us to a sleepy boy who obviously doesn't want to make it on to the school bus. If the commercial's trying to be funny, it doesn't succeed.
(BY LEWIS LAZARE SUN-TIMES)

New ads from GSD&M take viewers away from the vast store settings and use vignettes to draw attention to school supplies and back-to-school fashions. But if these early stabs at rethinking Wal-Mart's advertising profile are any indication, the chain still is a long way from matching the pizzazz of Target's trendy and remarkably sophisticated advertising.

But even Wal-Mart apparently believes it can be more of a force than it already is. The Arkansas-based company recently made headlines with the news it wants to attract more high-end shoppers with more upscale merchandise, a nod, it seems, to the way Target established its unique -- and almost as formidable -- identity as a stylish discount chain.
It would be quite an accomplishment for Wal-Mart to invade Target's turf and have some success doing so. But one thing's for sure, it won't be easy.


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