Capitalizing on a Love/Hate Relationship

The inner elements of the mailing also include this strong love/hate language. At the top of the reply device, for example, is the headline, “YES … I will help save the world I love!” while the petition to President Bush begins, “I Hate What’s Happening to the Environment!”

On an 8.5-inch-by-14-inch, four-color insert Greenpeace shows, one by one, the three photographs used on the outer envelope with the words “HATE this?” on each. Next to these photographs are other pictures with the words “LOVE this!” Alongside the image of a clear cut forest, for example, is a picture of a thriving forest rife with trees.