Hometown Ideology and Retailer Legitimation: The Institutional Semiotics of Wal-Mart Flyers

Institutional semiotics was derived to analyze retail flyers. This technique is illustrated by interpreting one Wal-Mart flyer and then comparing the results to the analysis of eighteen flyers from three other major retailers. These analyses demonstrate the utility of this semiotic technique and help to better understand Wal-Mart's remarkable growth in the U.S. market. It was found that in addition to conveying basic price and assortment information, the text and illustrations in the Wal-Mart flyer reflect a rich blend of family, community and national norms. This environmental isomorphism simulates a subtly utopian, nostalgic hometown, a place rich in American mythology where citizens achieve a balance between economic and moral pursuits.