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eloquent statement of the philosophy of the American civil rights movement of the 1950s
and ‘60s, King’s letter was widely distributed. Its influence on this form of communication
is important to consider.
Like King’s letter, the
1HZ <RUN 7LPHV’ ads-as-letters were written in response to
an act of men. King’s response was to a letter written by white clergymen asking the black
protesters to cease their non-violent civil rights activities and to work through the courts to
redress their grievances. But more than a direct response to a letter, King was responding
to the violence inflicted on black people over the years. The ads-as-letters examined here
are also written in response to a violent action. There are many differences between the
letters of our analysis and King’s, yet there is much we can learn from the similarities.
King’s was a public letter, as are the
1HZ <RUN 7LPHV’ ads-as-letters. His letter has been
called one of the best examples of persuasion ever to be written (Fulkerson, 1979). The
letters examined here also have persuasive qualities, although their overriding tone is
condolence, sorrow, and sympathy.
King’s letter has also been compared to the scriptural-style of Saint Paul’s epistles
(Snow, 1985). Religious analogies to the current collection of letters might also be inferred.
They are, in many instances, like prayers in which God’s blessings are invoked. Much has
recently been discussed in the media regarding the therapeutic power of prayer and this
may be one important function of these ads-as-letters. Letter therapy has been explored
primarily in the area of psychotherapy (White & Epston, 1990; France, Cadieux, & Allen,
1995; Junn, 1987; Walsh, 1989; Reynolds, 1976). Research on the effects of letter writing,
however, is scant (cf: Pennebaker, Colder, & Sharper, 1990).
Iconic ads: “Dear Nurses, I am very greatful…”
Convention