Wal-Mart Stores Inc. said yesterday that it is rolling out a new advertising campaign with the slogan, “Save Money. Live Better,” replacing the motto “Always low prices” after 19 years.

The new slogan comes as Wal-Mart is incorporating more of an emotional tone into its advertising as it tries to boost sales at its U.S. stores.

Its back-to-school ads showed actors posing as customers, talking about how Wal-Mart helped them save money amid high gasoline prices, a contrast to its previous ads featuring a smiley face character zooming around stores, slashing prices.

Wal-Mart said it will begin running TV ads illustrating “how saving money on the little things adds up and helps families live better.”

Its back-to-school advertising campaign was accompanied by price cuts of as much as 50 per cent on 16,000 items like backpacks and school supplies.
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As many as 250 new jobs could be coming to northern Bucks County when Wal-Mart completes a planned expansion of its Hilltown Township store, the store?s manager said.

The department store giant wants to convert its building at Hilltown Crossings Shopping Center on Route 309 into one of its Supercenters, complete with grocery aisles that would fill a void left when the Clemens supermarket at the property closed late last year.


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