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)