CEClang.56
TITLE: The Junk Mail Explosion:
Why You Buy and How Ads Persuade
AUTHOR: Marcia Nichols, Daly Middle School,
Lakeview, OR
GRADE LEVEL/SUBJECT: 7-10 / English
mass media unit
OVERVIEW/PURPOSE: In 1990, 63.7 billion pieces of
third-class bulk mail found their way into mailboxes
across the nation. This activity is designed to
increase student awareness of persuasion tactics used
in "junk mail" advertising.
OBJECTIVE(s): The student will be able to:
1. read direct mail advertising critically.
2. identify persuasion techniques.
3. employ intellectual defenses against persuasive
techniques.
4. neatly label and organize junk mail into a term
paper folder.
RESOURCES/MATERIALS:
Smolowe, Jill. "Read This!!!!!!!!," Time, November 26,
1992, pp. 62-70. "Why You Buy: How Ads Persuade," The
Learning Seed, 1988.
Teacher materials = "The Junk Mail Explosion Project"
handouts with a sample page on the back; a bulletin
board containing examples of each persuasion tactic,
mounted and labeled according to assignment standards;
sample folders from previous students.
Student materials = junk mail collected for one month,
notebook paper, tape or glue, pen, hi-lighter,
three-prong term paper folder.
ACTIVITIES AND PROCEDURES:
1. Students are given one month to collect direct
"junk" mail.
2. Each piece of mail is mounted on a piece of
notebook paper. Each paper must be headed
correctly by district standards.
3. Using "The Junk Mail Explosion Project" as a
guide, the students analyze the mail and identify
the persuasion tactic. Each paper is labeled with
the persuasion tactic used and points earned.
4. Unless it says "each" next to the point value (#1,
#2, and #3 only), students may get credit for each
numbered item only once. "Buzzwords" may each be
used only once for each piece of mail.
5. Students hi-lighted buzzwords or other words to
indicate the mail meets the assignment
requirements. (A sample page is given to each
student and a classroom bulletin board displays
examples for each tactic).
6. Papers are organized numerically in a term paper
folder.
TYING IT ALL TOGETHER:
1. Finished projects are passed around the classroom
for comparison and discussion.
2. Final projects are graded according to designated
points: 20 points are required for an "A";
students collecting additional points earn extra
credit.
DESCRIPTION FOR LISTING: increase student awareness of
persuasion tactics used in junk mail advertising
THE JUNK MAIL EXPLOSION PROJECT
Collect advertising mail from your home for one month.
Identify and label examples of persuasion tactics in
order to total 20 points. Organize pages and folder
according to the sample on the back of this page and on
the bulletin board. Except for the first three
tactics, each technique may only be used once.
1. A buzzword (new, free, save, now, real, homemade,
sale, easy, taste, hurry, simply, improved, more,
better, better, and an exclamation point). (1
point each for each piece of mail)
2. An envelope with the words "urgent," "immediate,"
or open at once" printed on the face. (2 points
each)
3. A promise on the envelope of something "free"
inside. Mount the free gift on your paper. (3
points each)
4. A piece of direct mail advertising made to seem
"personal" by the use of a personal name in a
place other than the address. (5 points)
5. A direct mail solicitation with no return address
or with a very vague return address. (5 points)
6. A sales pitch announcing that something has been
"reserved" for you or that you have been selected
for a complimentary membership. (5 points).
7. A window envelope with what appears to be a check
inside. (7 points)
8. A punch out circle that has to be placed on an
order form. (3 points)
9. A sticker or stamp that has to be placed on an
order form. (3 points - no matter how many stamps
or stickers)
10. A direct mail ad in a plain brown envelope that
appears to be from some government agency. (7
points)
11. A post card announcing you have won a prize and
merely have to call a telephone number to claim
the prize. (5 points for the post card; 10 points
if you call the number and explain the "catch."
Do NOT call a 1-900 number.)
12. An offer of a free gift for your response. (3
points)
13. A direct mail package containing what looks like a
credit card. (10 points)
14. A promise to "save you hundreds of dollars" (or
more). (8 points)
15. An envelope mailed bulk rate postage but made to
appear like express mail, courier delivered, air
express, or a telegram. (8 points)
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