This article published by the Daily Mail, explains how the “budget” superstore ‘Lidl’ Is planning and currently renovating all of it’s stores in an attempt to attract new customers. However even though the information written by the author of the article, Rupert Steiner, within the body text does indeed explain that the reasoning behind this is to attract wealthy customers and to quote from the heading “to attract more wealthy customers” implies that the majority of the customers that shop for goods at the supermarket Lidl are all part of the lower or middle working class group, demeaning them and categorizing what kind of customers they want. This is part of the economic inequality worldwide problem and doesn’t just solely focus on the gap between the rich and the poor in our country alone, since it’s an international issue which I believe only exists due to natural causality within every society in order to benefit the people who hold a higher social standing compared to the average working class people.
The images in the article below feature a set of before and after photos of the old Lidl store and the new revamped version. This is there to provide a deeper insight onto how the supermarket used to look in contrast to the new refurbished one. However I also think that the multiple uses of images here are used to create filler for the article to make it seem longer in length in order for the reader to stay on the page and keep scrolling down to read more with the aim to click on another article featured at the bottom which in turn generates more profit for the online broadsheet newspaper due to the online ad revenue that they gain from advertisements exposed to the readers.
The writer also causes a lot of controversy through the article he has written stating his opinion of how Lidl has copied the rival supermarket chain, ‘Waitrose’ design and layout “by appearing to make its stores mimic upmarket rival Waitrose.” This put’s pressure on Lidl as it makes them being presented in bad light and hurts the supermarket chains appearance to consumers which could inflict a reduction in sales due to false presumptions by the media. Furthermore this affects Lidl’s representation because of the information written by the daily mail, the majority of the audience automatically takes this in as fact without taking the chance to have another read of it to realize that it’s just an opinion written by one individual, from this it spreads from word alone like wildfire in a forest.
There is some truth to the article though, it does indeed suggest that the supermarket chain ‘Lidl’ are trying to accommodate to the wealthy customers, with the inclusion of more luxury deemed foods along with the refurbished supermarket. This clearly hints at how desperate they are to earn more money and try and make their supermarket look better from a social standing point of view, since the store is considered a budget cheap grocery store compared to the likes of Tesco, Waitrose and Asda just to name a few.
The images in the article below feature a set of before and after photos of the old Lidl store and the new revamped version. This is there to provide a deeper insight onto how the supermarket used to look in contrast to the new refurbished one. However I also think that the multiple uses of images here are used to create filler for the article to make it seem longer in length in order for the reader to stay on the page and keep scrolling down to read more with the aim to click on another article featured at the bottom which in turn generates more profit for the online broadsheet newspaper due to the online ad revenue that they gain from advertisements exposed to the readers.
The writer also causes a lot of controversy through the article he has written stating his opinion of how Lidl has copied the rival supermarket chain, ‘Waitrose’ design and layout “by appearing to make its stores mimic upmarket rival Waitrose.” This put’s pressure on Lidl as it makes them being presented in bad light and hurts the supermarket chains appearance to consumers which could inflict a reduction in sales due to false presumptions by the media. Furthermore this affects Lidl’s representation because of the information written by the daily mail, the majority of the audience automatically takes this in as fact without taking the chance to have another read of it to realize that it’s just an opinion written by one individual, from this it spreads from word alone like wildfire in a forest.
There is some truth to the article though, it does indeed suggest that the supermarket chain ‘Lidl’ are trying to accommodate to the wealthy customers, with the inclusion of more luxury deemed foods along with the refurbished supermarket. This clearly hints at how desperate they are to earn more money and try and make their supermarket look better from a social standing point of view, since the store is considered a budget cheap grocery store compared to the likes of Tesco, Waitrose and Asda just to name a few.
http://www.dailymail.co.uk/news/article-3314693/Lidl-goes-posh-new-look-s-just-like-Waitrose-Store-aims-mimic-upmarket-rival-bid-attract-wealthy-shoppers.html
Good analysis and location of controversy in the article (not all that surprising to find it in The Daily Mail)
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