While strolling through the Wal-Mart Superstore, it became very clear that the"little guy bullying" mega shopping center was strategically designed to appeal to all levels of class and wealth. There was a time when Wal-Mart took the cake as the hot spot where you could find products from cosmetics to car parts, and home decor to office supplies. Fairly recently, however, they upgraded the monopolizing mansion to provide a full grocer section. The signs and labels on all the glorious products echoed the same promising slogan, guaranteeing the lowest prices, from 88 cent loaves of bread to $75 home basketball hoops. Wal-Mart carries almost anything a person needs for a price any consumer, rich or poor, can afford. These great prices, blown up in size to catch the shoppers eye, remind them that "every person can enjoy the society's most significant pleasure, convenience, or benefit" (Marchand 183) As I continued through the store observing the different customers, I saw men in slacks, leather dress shoes and clean-pressed button ups, strolling along with their wives and children all seemingly enjoying their time spent. I also observed what I perceived to be the less wealthy American consumers, supporting their favorite football team's 2001 superbowl victory on a tattered old hat, dressed in faded denim shorts, and free blood drive t-shirts. Though assumably varying in wealth and lifestyle, these American's are happy to be in the same store, buying the same great items, and paying an inarguably great price. This idea of "equal access to consumer products offers Americans an inviting vision of their society as one incontestable equality" (Marchand 183). To enjoy the very same luxuries as the upper-class is a desire most Americans would agree to having and thanks to Wal-Mart's low prices, can easily be accomplished.
Marchand, Roland. “The Parable of the Democracy of Goods.” Signs of Life in the U.S.A. Ed. Sonia Maasik & Jack Solomon. Boston: Bedford/St. Martin’s, 2009. 183. Print.