Junk Mail And The Art Of Hype Essay example

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The art of hype pervades advertising of all kinds. You can see it everywhere you go. It's characterized by its extensive use of exclamation points, big words, powerful colors, and giant pictures. You're sure to see several trademark symbols and percentages that they claim you will save. What they hide are the details which are quite often exceptions to their claims and end up rendering their savings miniscule.

These details are usually confined to "fine print" which they expect no one to read.No where is hype more prevalent, and indeed necessary, than in junk mail. The very fact that hype is so prevalent says a lot about the reader of junk mail. It implies that they have a short attention span and are unconcerned and
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In a shopping mall, for example, the shoppers are seeking commodities, and that is their purpose for going. They want to find something that they will enjoy consuming. The shopper and the seller are in it together.

All the seller has to do is make the package look appealing and the shopper will be curious about it (qtd. in Maasik 46). But in junk mail, the sender knows that no one wants to read their sales pitch, and that, in fact, most of their mail goes straight into the trash can without much more than a glance. Therefore, junk mail must sell itself in that one, vital glance.Do Americans have such a short attention span that advertisers are required to resort to such hype? That's what everything about the junk mail seems to imply.

If any of us had the patience to read carefully through every ad, we would certainly be more informed consumers, and we would happily dish over money for something that we truly need. But these ads seem to be

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