Holidays of Shopping

With the holiday season coming up, are you more excited about turkey or sales?  Black Friday deals attract customers in mass numbers every year. In order to keep that excitement going, Wal-Mart promotes “rollbacks” the whole week starting November 21st. “It used to be called Black Friday, and then it became Thursday, now it’s a week long,” said Wal-Mart U.S. chief merchant Duncan Mac Naughton last week. “Maybe we should just call it November.” Wal-Mart’s marketing strategies not only include longer windows of deals, but also price matching, online sales, more staff, and e-commerce in order to take full advantage of the Black Friday madness. Walmart has even added signs to the registers advertising that they will have more lanes open than ever from Thanksgiving until Christmas.

George Gerbner developed the idea of Cultivation Theory. This states that the way that we view our world is influenced significantly through what we watch on TV. Wal-Mart as well as other companies have been broadcasting commercials showing Black Friday sales, Black Thursday sales, and even more recently, sales that last the whole week long. This is cultivating our minds and making us feel like everyone around us is doing these extreme sales thus making us feel the need to shop this much in advance.

Another component to Gerbner’s cultivation theory is resonance. This means that the more times we see something, the more likely it will stick in our minds, and perhaps influence us to do something or believe that something is true. Wal-Mart has been on a Black Friday commercial spree using celebrities such as Anthony Anderson and Melissa Joan Hart on almost every other commercial to influence buyers to do their Thanksgiving and Christmas shopping at Wal-Mart. This strategy Wal-mart is used to try to resonate in people’s mind that their store is the right choice because the celebrities in the commercials think so too.

Due to the fact that television is a huge part of our society’s lifestyle, do you think that the numerous amount of commercial’s Walmart are using are making people want to do their holiday shopping there?

-Margaret Cafasso, Kierstin Geary, Connor Gold, Olivia Sadler, Hannah Zeskind