Walmart stores are everywhere, and while the company faces bouts of criticism for its business practices, it is still one of the biggest and most successful enterprises on the face of the Earth. Much of its success comes from its value-focused business model, but don’t underestimate the power of Walmart’s marketing voice.
Walmart’s brand rhetoric employs a powerful yet straightforward blend of primarily Pathos and Logos, appealing to consumers’ emotions and logical reasoning.
Ethos (Authority)
Walmart uses Ethos sparingly, occasionally using language that showcases the strength and reach of the brand but rarely going beyond that. Over the years, Walmart has evolved to become an ubiquitously recognizable juggernaut in the industry, so its need for a compelling Ethos is not as strong as an emerging competitor’s would be.
Pathos (Emotion)
Instead, Walmart chooses to leverage the consistent and humanizing power of Pathos. Its advertising campaigns often center on the familiar imagery of a smiley face and similarly encouraging optimistic language. Through their brand marketing voice, Walmart establishes their stores as a place where consumers can be happy and enjoy their retail shopping experience.
Logos (Logic)
Much of Walmart’s rhetorical strategy comes from its use of logos in its brand voice. Walmart’s brand voice is centered on the idea that its customers desire value above all else, and will naturally go to the store with the highest value for the money. As such, much of Walmart’s brand rhetoric appeals to the deal-hunters of the world, touting low prices and using language that appeals to consumers who are looking to make the most financially logical decision.
Walmart’s Logos-driven, unembellished rhetoric grants it a firm position in the landscape of large-scale retail companies. Over the years, some of its focus on Pathos has diminished in favor of more Logos, but the core of the company’s position and voice remain.
