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Junk Mail
On an average, people receive about 4 pounds of junk mail a year (Headden 41). The companies that sent this mail pay an annual fee of $80,000 to learn where people on their clients' lists have moved (Headden 4). However, out of 100 consumers at least 1 will answer these ads (Headden 4). I have received a piece of junk mail from Bank One. Although junk mail can be a hindrance, it may also be both attractive and persuasive.
The colors and font sizes are used as virtual tools that attract the consumers attention. Most of the front is covered with blue. Where the open window is there is a burst that goes from white to solid blue. The way the color is tinted draws your focus to the person to whom it was sent. The words that are written there are intended to catch your eye. There is a yellow stripe across the bottom of the back of the envelope. On it are letters written in black and in size eighteen font with about four words and the telephone number in bold. On the pictures are words written in bold and normal type with twenty-four font in white.
The use of pictures and icons in adverting serve to persuade the consumer to open that particular piece of junk mail. There are two pictures on the back of the envelope. On the left, there is a mother and her two young children, a boy and a girl, in a car. The mother has a smile on her face and looks as if she is thinking about something. The children are playing in the back. On the right side, the picture shows the same family on Dumbo at Disneyland. They are laughing and you can tell that they are having a good time. On the other side of the envelope, there is the Disney emblem, the outline of Mickey Mouse's face and ears. There is also a picture of the credit card that Bank One is trying to promote. This shows that if you get the card then you would be able to go to Disneyland as well. Help with essay on Junk Mail
Another important strategy that advertisers use is their use of written language. On the envelope of this piece of junk mail there are different persuasive words such as "Disney Dream Reward Dollars," "You're Pre-Approved," "You have a practical side………… You have a Disney side," "Free," and Receive Charter Cardmember." "The overworked word 'free' is still the most powerful word in the junk mail lexicon" says Susan Headden in "The Junk Mail Deluge" (Headden 4). All of these words are being used to draw in the consumer and to make their product appeal to people. On the inside, on a paper that is colored there are the words "You'll love both sides of this story." This continues from the front of the envelope to continually entice the reader to continue reading on.
One advertisement strategy that McClintock mentions, Plain Folk, is found in the piece of junk mail that I have found. In this strategy, we see people just like you and me doing thinks that we do. Ann McClintock, author of "Propaganda Techniques in Today's Advertising," states, "We see people making long-distance calls for just the reasons that we do-to put the baby on the phone to Grandma or tell Mom we love her" (McClintock 05). The pictures that are on the back of the envelope shows an ordinary family, maybe even a single parent, driving the kids. Then they are at Disneyland. So, why could other people just like this family not do the same thing? This question is put into the consumers mind and works its way to make sense.
Visual Aspects, Persuasive Language, as well as the McClintock Strategy all contribute to the allure of junk mail to the consumer. It has become clear to me that even by just giving a piece of mail a glance you open the door to be enticed to open it up and consider the offer.
Works Cited
Headden, Susan. "The Junk Mail Deluge." U.S. News World Report. 08 Dec. 17 40-48.
McClintock, Ann. "Propaganda Techniques in Today's Advertising." The MacMillan Reader. 5th Ed. Eds. Judith Nadell, John Langan, Linda McMeniman. Boston Allyn @ Bacon 1 01-08.
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