I recently came across an article in Smithsonian Magazine entitled “Secrets of American History.” The title was huge compared to the accompanying article, and a magnifying glass to the left enlarged a few of the letters in the word “History,” as if someone was looking for clues. I decided to check it out as the word “secrets” intrigued me. The first paragraph referenced different codes that had been solved through history, which I found to be a bit monotonous. The second paragraph, however, was a bit more interesting as it announced the beginning of the Smithsonian’s very own puzzle for readers to solve. I thought this was a very good marketing technique as it encourages readers to continue reading and or purchasing each month’s issue in hopes of cracking the puzzle.
The article baits readers by referring to “puzzle-solvers and code breakers [as]…heroes of American history” (39). The word “hero” has deep connotations of patriotism and honor, something that many strive to achieve in America. The use of such powerful and even emotional language moves readers, perhaps creating a sense of nostalgia. Such emotions evoke readers to take part in this “treasure hunt” as they too seek to be heroes of the 21st century.
Also, it is often a common assumption that all archaeologists do is search for treasure that has been hidden away for centuries. This “treasure hunt” hosted by the magazine therefore perpetuates archaeological stereotypes and effectively draws the reader
In the end this article was an interesting example of how present day archaeological news sources are perpetuating archaeological stereotypes to increase interest and sales.
"Secrets of
American History." Smithsonian Oct. 2012: 39. Web.
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