Successful Symbolic Messages

Discussion: The video above is a commercial that was introduced in 2008 by the United States Postal Service (USPS) to warn children not to play near the United States Postal Service mail truck in order to avoid getting hurt. This video displays a variety of symbols including the United States Postal Service logo as as well as the USPS mail truck and the mail man wearing the USPS uniform. The eagle used in the USPS logo is the prominent figure in the video that addresses the purpose of the commercial. This commercial is also presented in the form of a cartoon that tells a story. Storytelling is a form of symbolism primarily used for children in order to project a message with information. According to Bolman and Deal (2008), "Stories convey information, morals, and myths vividly and convincingly" (p. 259). The moral of the story presented in the commercial is for children to stay away from mail trucks. The commercial also illustrates humor, which is a quality of symbolism that is relatable to the audience. Bolman and Deal (2008) states, "Metaphor, humor and play illustrate the important 'as if' quality of symbols" (p. 268).

 

Discussion: The video above is a commercial that was shown in 1985 by the United States Postal Service (USPS) and explicitly shows the symbol of the post service, which is the bald eagle. The commercial begins with the eagle described as a symbol of excellence in overnight delivery, and continues with a USPS worker conversing with a customer and describing over the telephone how his package will arrive the next day and just in time for his basketball game. The next scene then shows the customer with the glasses that arrived in his package and how the USPS achieved their commitment to excellence by delivering the package to its customer. The eagle is displayed throughout the commercial and is the distinguished symbol of the USPS. The eagle then lead the commercial into a storyline which produced positive results. According to Bolman and Deal (2008), "Stories grant comfot, reassurance, direction and hope to people of all ages" (p. 259). The USPS worker, also considered the main character of the commercial, also serves as a symbol of a hero considering he was able to deliver the item to the customer on time. According to Bolman and Deal (2008), "Heroes and heroines, through words and deeds, serve as living logos" (p. 254).


Reference: Bolman, L. G. & Deal, T. E. (2008). Reframing organizations; artistry, choice, and leadership. San Francisco, CA: Jossey-Bass.