Old Navy. "Shopping is fun again."

What they're is implying is that poor people can now shop without worrying about their budget because their product is so cheap.

The difference between "shopping is fun" and "shopping is fun again" is immense. The former is a juvenile statement, like "Candy is sweet." At most the statement could be stretched into the teenage domain, similar to "kissing is fun." The latter statement changes the entire complexion of the phrase. Shopping once was fun, then it wasn't. Now it is (or will be, as long as you shop at Old Navy.) again. This begs two logical questions, what time period or mind state are they referring to where shopping was once fun, and what time period are they referring to where shopping wasn't fun? Both states need to exist; fun carefree shopping and drudgerous penny-pinching, worrisome shopping; for the "again" to make sense internally within that phrase.

The best answer to that question, given Old Navy's target customer audience, is that shopping was fun for you when you were a child with your parents when you had no conception of a living on a budget. Then shopping became painful when you discovered how hard it was to make ends meet, where every purchase that isn't absolutely necessary (and even those) are viewed the way a gambler views cutting their losses--a necessary evil. Now you can behave like a child (again) because Old Navy's clothes are so made-by-children cheap that you won't have to worry about your budget at all.