Why do the slogans in the supermarket say "theft is a crime" and "steal one and lose ten"? Please use the knowledge of marketing to answer.

both of them first identified the same group, that is, the thieves. This is one of the keys in marketing, that is, marketing is aimed at the target group of your own products.

In fact, these two slogans can correspond to completely different marketing methods. The first theft is a crime, which is similar to the role of conventional propaganda or education, and is very similar to "filial piety to parents". The second one is a threatening marketing method, such as "the promotion period of this product is the last day today, and if you don't buy it, you may have to spend three times the price tomorrow".