As online shopping grows
more popular among Americans, there is perhaps some competition over how these
items are being sent. American Delivery Corporation FedEx uses implications of
being fast and reliable in order to attract more possible customers to use
their service for shipping items of all kinds through the mail.
The simple FedEx box
extends its promise through this apparent option for express delivery, and the
passing of the object from the sender to the recipient straight through the box
serves to show it off. The delivery is implied to be extremely quick, so people
will not have to wait weeks just for something to come in the mail. It appeals
to a general desire for things to be quick and convenient, so more people will ideally
begin to prefer FedEx’s delivery service since it offers just that.
However, while the
deliver may be quick, many people may expect valuable objects to be handled carelessly
in the mail, and usually customers are very wary of checking their products to
make sure they were not damaged. Should the product be damaged, the customer’s
trust in the delivery service handling it will typically fall almost instantly,
and they will also probably feel burdened with the task of needing to exchange
their product. Using this, FedEx attempts to appeal more to the audience by displaying
a seemingly expensive vase as the object being shipped from one location to the
other. Going into the box, the vase appears to be in perfect condition, and the
person receiving the vase seems to be accepting it in that same perfect condition.
This implies reliability and careful handling of products, so customers may
feel as though they can rely on FedEx to safely deliver their merchandise.
Combined with convenient speed, FedEx manages to largely establish itself as
what may be the ideal delivery service already despite there being no words to
go along with the picture. The addition of text to solidify these implications,
however, could have made this argument stronger by asserting their reliability
and convenience. The image relied almost too much on how the viewer interprets
the benefits being offered, and to blatantly state them could have possibly
furthered FedEx’s persuasion of Americans to utilize their service.
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