, you're bound to see several trademark (tm) symbols in the average piece of junk mail.
             Two exclamation points are better than one!! Of course, the details are confined to the fine print on the bottom, which tell you, for example, that you are in fact not so easily "pre-approved" as "the credit may not be extended if, after you respond to the offer, we determine that you do not meet the applicable criteria required bearing on creditworthiness." This is information that most people don't read, and indeed probably don't even understand, but the advertisers goal is to get you to respond to the offer, not to inform you of your blessing of credit which they have bestowed onto you.
             Hype seems necessary in junk mail because junk mail is so notoriously ignored. 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'
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