Advertising is important for any type of business in all types of industries. It is important to be creative in these advertisements and advertisers use a variety of different techniques in order to sell their products before their competitors. In a market with many competitors, it is even more important to have creative advertising because there are many other companies that the customer can go to for the same product or service. This is no different for a supermarket chain. The food retail industry is a major industry in which many large companies are competing for market share. These supermarkets all offer a similar service but market themselves and their products in different ways. ASDA and Waitrose are a great example of how a company's core proposition differs in the same medium. ASDA has a much larger market share than Waitrose, with 15.5% compared to Waitrose's 3.8% (Mintel 2013a). However, it depends on the company's core proposition and its target market. ASDA's main proposition is to show that they are cheaper than their competitors to try and gain customers from their competitors who are looking for a better deal. To do this, they use the profit and information creativity strategy to convey information to customers. This is the main proposition they use in all their adverts and it was no different in their 2013 Christmas advert in which they use the seasonal theme of snowmen to "attack their rivals on price" (The Guardian 2013). To do this, they use 4 snowmen with yellow, blue and orange scarves to represent Morrisons, Tesco and Sainsbury's, all of whom look sad, thin and small. The 4th snowman has a green scarf to represent ASDA and this snowman looks happy and is much taller than the other 3. Connotations...... middle of paper...... The role of delay and market position. Psychology and Marketing, 15(5), 461-475 [Online] http://www.businesspsych.org/articles/225.html [Accessed December 12]2- Butler, S. (November 1, 2013) “Waitrose Christmas advert Campaign once again highlights its charitable efforts » The Guardian. [Online] Available at: http://www.theguardian.com/business/2013/nov/01/waitrose-christmas-advert-charitable-efforts-supermarket [Accessed December 11, 2013].3- Huron, David ( 1989), Music in Advertising, The Music Quarterly, Volume 73 (No.4) [Online] 557-574. Available at: http://www.jstor.org.atlas.worc.ac.uk/stable/741819?seq=1 [Accessed 12 December]4- Mintel (2013a) Supermarkets: More Than Just Food Retailing [Online ] Available from: Mintel [Accessed December 11].5- Mintel (2013b) Food and Drink Retailing. [Online] Available on: Mintel [Consulted December 12].