Change in Advertising

1. Change in Advertising An Analysis of Department Store Advertising: Language and Techniques Affected by the Current Economic Crisis

2. The Economy and its Impact on The Department Store Industry • The current economy has drastically affected consumer habits • Due to the high cost of living, most Americans are spending much less on luxuries like brand name clothes. • “Department stores are having a tough time competing with the lower prices offered by deep-discount stores such as Wal-Mart or Target.” stated Michael Tesler, retailing professor at Bentley College, in a recent article. • As a result of current economic hardships, major department stores such as Nordstrom, Macy’s, and JC Penney have been forced to change their advertising language and techniques.

3. Three Major Department Stores: Slogans Before the Economic Slump As Compared To Slogans Today

4. Change in Advertising: Common Trends • Notice the universal themes evident from the above table: • Before the economic crisis, the most popular method of persuasion used by department stores was pathos. • Today, the most popular method of persuasion used by department stores is logos. • Why do the different techniques work for the specified economies? • When the economy prospers, people are are more likely to give into their emotions. If people are financially secure, they are probably going to act on their desires, like brand name clothes. In a prosperous economy, pathos works. • Now that the economy is suffering, people are trying to be more logical about their spending habits because they are not financially secure. People have learned to prioritize logic over emotions in this economy, so logos is the most effective means of persuasion.