Differences Between Saks And Macy's

In November 1962, William Labov conducted a linguistic study on New York City department stores. Although, at the time, it was likely a generally held idea amongst United States citizens that New Yorkers of different cultural descent held different accents and resultantly pronounce certain words different than the standardized variation, linguistic research had further verified the marked social stratification in New York City. Linguists went beyond a simple assertion that different social groups produce different pronunciations, and Labov describes the previous findings: “The normal workings of society have produced systematic differences between certain institutions or people, and that these differentiated forms have been ranked in status or prestige by general agreement” (Labov 169). Based on

Saks and Macy’s had significant advertisements and Kleins had a small advertisement in the newspaper read most by those of a higher socioeconomic status, while Macy’s and Kleins had significant advertisements and Saks had no advertisement in the newspaper read most by those of a lower socioeconomic status (Labov 170). Additionally, in these advertisements, Saks commonly did not include prices; Macy’s includes the price in large type paired with a slogan, such as, “You get more than low prices;” while Kleins included only the price (Labov 171). Additionally, the price values represent an intended stratified customer target. Saks included the price on one item, allowing for a comparison across all three department stores. Saks’ product had the highest price, Macy’s price was less than Saks’ price but only marginally different, and Kleins price was significantly less (Labov 171). This gradient in newspaper advertisements, content of advertisement, and price indicates a stratified