Find it. Take it. Argos it.

Now, we're not saying that Wayne Page is a looter.  Given the fact that he's wearing a collared shirt we're almost certain he isn't.  But his love of Argos is something that he shares with looters.

What looters have done to the Argos slogan is quite simply swap the word 'Get' for 'Take'.  And with it's underground treasure trove of modern living accessories a trip to Argos is to a looter what a trip to Disneyland is for their children.  Heaven.

Sharon. That's why Mum's gone to Iceland.

In this remarkable bastardisation of Iceland's slogan, looters are showing a strong grasp of what social psychologists call 'herd mentality'.  

By calling this most basic of human motivations into the equation they are to an extent absolving themselves of blame and justifying the theft of finger food for the party they're hoping to have in front of the new flatscreen their boyfriend's picking up from Comet.  They are in effect the very modern model of a hunter-gatherer family.

Everyone deserves quality food. Everyone deserves Waitrose.

In this situation looters haven't actually adapted Waitrose's slogan.  They've simply taken it to heart, and who can blame them?  Waitrose is saying that everyone should be able to eat their wonderful food.  But face it - not everyone has £3.65 for some marinated anchovies.  The question in every hoodies' mind 'Why let money get in the way of such a delicacy?'

Never knowingly sold.

John Lewis' slogan 'Never knowingly undersold' has been around since 1925.  In this adaption looters have given it a very 2011 feel.  And made a very bold statement.  They are effectively staking their Air Max in the sand and saying that never again will John Lewis sell things.  How could it when all you have to do is walk in, fill up your hoodie, and walk out?

Take the difference

With Sainsbury's 'Take the Difference' the looters are managing to get a very simple point across. There are better sausages than those they normally eat and they've simply had enough of eating second rate meat.  With 'Take the Difference' they're basically saying they're going to grab Jamie by the horn and drag him out the store into the carpark. And eat him.