Adam: Assignment 5

I chose a Walmart because I feel like Walmart knows us better than we know ourselves. Regardless of everyone’s feelings, Walmart has pushed the marketing/retail “science” into its contemporary form. The department store, historically, conjures up pictures of grand buildings with a plethora and variety of goods, and the evolution of the department store has closely responded to changes in the market, while the market tends to respond to cultural changes and shifts in socioeconomics. Walmart is the result- they reflect where we Americans are now in our shopping habits.

Photo 1: From the outside, Walmart has essentially looked the same for my entire life. This “model” (decorated box), likely of a 1990s to early 2000s vintage, at the corner of Flat Shoals and Gresham Rd in SE Atlanta looks non-offensive and flimsy. The gable forms over the entrances are inviting, domestic in a way, and they also serve as a visual marker for the customer who must make the trek from their parked car over the expanse of disorienting asphalt. By including somewhat irregular/choppy projections and awkwardly placed windows of different style on the façade, the observer is not overwhelmed by the girth of the shopping extravaganza behind one wall – the projections also delineate functional aspects (i.e. an entrance and shopping cart corral). The sign is quite small, in fact – announced by the expansive bare brick wall below it, this sign may represent a response to a more recent trend towards smaller signs; and let’s face it- who wouldn’t know this was a Walmart just driving by?

Photo 2: In a way, the exterior announces that Walmart does not spend their money on architecture (or their employees, so much) so they can “pass the savings on to you”. This is the point of retail- what they have stacked inside- and the outside is just a holding place for the machine that will carry your goods home. In this photo, we see two different departments and some Kraft™-y marketing strategy. Walmart provides all the goods you could need in one enormous box which is easily maneuvered through wide, mostly unobstructed aisles (shopping carts welcomed in all departments-and the shopping carts are HUGE! They don’t even offer a shopping basket?). And, look at the ceilings; there’s nothing to them- just a cheap and effective way to hold up a corrugated metal roof. And the enormous square lights are made to look like skylights (they can’t be…. I don’t know)!

Photo 3: “LOW PRICE” jut up everywhere to announce the “deals” to be had. These larger items are stacked in the center of the widest aisles for easy purchase. Most significantly, these are items closely associated with the upcoming summer activity schedule. What about that camping trip to the lake next weekend? Could we use this little plastic “picnic table”? It’s only $30 bucks, let me have it! These amount to rather large spontaneous purchases compared to the bubble gum and magazines at the register. Overhead signs point you in the right direction, just like on the interstate. Pictures help those too busy to read (or don’t understand the language, etc).