Wal-Mart Stores Inc., the world’s largest retailer, introduced the first new companywide slogan in 19 years, promoting the benefits of low prices as it seeks to boost slowing sales.

The motto, “Save Money. Live Better,” appears in television advertisements that started yesterday and then in print, on store receipts, and shopping bags, spokeswoman Melissa O’Brien said in an interview. It replaces “Always Low Prices.”

“Now you’re not only emphasizing low prices, you’re also emphasizing a good value and improvements in your lifestyle,” an analyst at PNC Wealth Management in Philadelphia, with $77 billion in assets including Wal-Mart shares, Steven Baumgarten, said. “At the end of the day, it’s going to come down to what consumers see in the store when they go in there.” The slogan was developed by all of Wal-Mart’s agencies including Interpublic Group of Co.’s Martin Agency, the lead firm hired by Wal-Mart in January. It’s based on research by consulting firm Global Insight Inc., which estimates Wal-Mart saved households $2,500 last year.

In one of the two commercials, a family pulls out of a Wal-Mart parking lot and embarks on a road trip to Florida. In the other, a father and son with Wal-Mart bags in the back seat of their pickup pull into a used-car lot so the son can inspect a red sports car.