The Guaranteed Jeep

Janine Gomez received a mailgram addressed to her with the word URGENT in bold letters across the front. She opened the envelope and read the letter. It told her she was a guaranteed prizewinner. The two prizes listed in large, bold letters were a brand new jeep and a big–screen color television. In much smaller print, the letter said that there were other valuable prizes that she could win in­stead. No matter what, she was preselected as a certain winner.

All she had to do to claim her prize was call a direct number: 1–900–NEW–JEEP. In even smaller print, the letter informed her that the call would cost $5 for the first minute and $3 for each addition­al minute and that it would take from three to five minutes to ade­quately discuss her prize. Although this was an expensive call, Janine decided that the prize she would get would be worth the cost of the call.

1. Assume that the prize Janine is offered is a kitchen appliance available in grocery stores for less than $2. What should she do?

2. What mistake, if any, did she make in deciding to respond to the mailgram?

3. Have you or has anyone in your family ever received notice of a guaranteed prize in the mail? How did you respond?

4. What, if anything, was deceptive about the mailgram?

5. In what way, if any, should the law regulate situations such as the one encountered by Janine?

Problem–solving:

To determine the impact of one form of advertising on you and your community, conduct a survey of outdoor advertising in your neigh­borhood and around your school. Next time you travel from home to school, note the following:

1. How many billboards do you see? If you don’t see any, do you see any other forms of outdoor advertising? Explain.

2. How many advertisements do you see for alcoholic beverages and cigarettes? How many for other products? What percentage of the outdoor ads you see are for alcohol and tobacco?

3. How many billboards are located in inappropriate locations, such as near schools, churches, homes, or parks?

4. What is the character of the neighborhood around your school and home? Compare your answers with those of other students. Are there any differences in the number of outdoor ads among different types of neighborhoods? (Note: If you don’t see any outdoor advertising at all, it is probably because your city or town has an ordinance prohibiting this form of advertising.)

Problem–solving:

Study ads that appear in your local newspaper. Bring in three exam­ples of puffing. For each, explain why the ad is not illegal, even though it may not be literally true.

Match the words on the left with the correct definition
on the right:

Ad	influence.
Amendment	get rid of.
Prohibit	make effective.
Eliminate	advertisement.
Restrict	an investigation or analysis of a market.
Beneficial	change proposed or made to a rule, regulation, etc.
Enforce	a telegram delivered by the postal service with the regular mail.
Survey	helpful.
Mailgram	limit.
Impact	forbid.

UNIT 12.