Wal-Mart Fights for Its Reputation

The giant retailer is launching a nationwide ad campaign just as critics are stepping up their attacks

The ad opens with a grainy shot of a retail store. "It all began with a big dream in a small town," a narrator says. The image changes to Sam Walton, the founder of what has become Wal-Mart Stores (WMT), the country's largest retailer. It goes on to describe how Wal-Mart workers believe in treating customers "like family," how the company has created "thousands of American jobs," and how when Wal-Mart comes to town, "it's like getting a nice pay raise."

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