DAILY OUTLINE:
Day One: Introduction
Assignment explanation
Begin working on assignment – assignment is due at the beginning of class 2 days from now. No class time will be given to complete this assignment other than today!
INTRODUCTION: 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 your awareness of persuasion tactics used in "junk mail" advertising.
OBJECTIVE(s): You 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.
MATERIALS YOU WILL NEED: junk mail collected for one month, notebook paper,
tape or glue, pen, hi-lighter, and 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.
3. Analyze the mail and identify the persuasion tactic. Each paper is labeled with the persuasion tactic used.
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. (Refer to your sample page and any other displays).
6. Papers are organized numerically in a folder.
TYING IT ALL
TOGETHER:
1. Final projects are graded according to designated points:
25 points – A+ (your final points will be multiplied by 3)
For all other grades, take the number scored and divide by 25. Example: a score of 13 points is an average of 52%. Therefore, it is an F.
Points in excess of 25 will be counted as extra credit.
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 25 points.
Organize pages accordingly. EXCEPT FOR THE FIRST
THREE TACTICS, EACH TECHNIQUE MAY ONLY BE USED ONCE.
Junk Mail:
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 postcard announcing you have won a prize and merely have to call a telephone number to claim the prize. (5 points for the post card)
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).