ABSTRACT
The middle-of-the-week supermarket advertisements found in the newspapers are one of the most common and all pervasive kinds of advertisements. The basic function of supermarket advertisements is to serve as a listing of products so that other advertisements, seen on television and elsewhere can be recalled, and once brought to mind, convince her to purchase this or that item. The supermarket advertisement is, then, a remembrance of advertisements past and things past, and to the extent that advertising plays upon fantasies and emotions, the supermarket advertisement is a plot outline which sets in motion a whole world of fantasy and make-believe. The image of order and neatness created in the advertisement also is a reflection of the store itself, so people have an art form that, for once, is a perfect representation of "true life." Different supermarket chains project different identities in their advertisements, depending upon what that identity is.
