{"id":87,"date":"2012-02-23T04:14:16","date_gmt":"2012-02-23T04:14:16","guid":{"rendered":"http:\/\/deadreal.com.au\/ephemera\/?p=87"},"modified":"2020-11-11T13:09:23","modified_gmt":"2020-11-11T02:09:23","slug":"the-greengrocers-flyer","status":"publish","type":"post","link":"https:\/\/deadreal.com.au\/dead_paper\/the-greengrocers-flyer\/","title":{"rendered":"The greengrocer’s flyer*"},"content":{"rendered":"

\"Greengrocer's<\/a><\/p>\n

This flyer was stuffed into my shopping bag at the check-out recently. You can\u2019t get much more direct than that \u2013 marketing collateral from the actual person who is taking my money. What next? The owner of the shop comes round and gives me a hand-written note?<\/p>\n

Actually, that is indeed the effect this piece aims to generate with all its elements of artfully-designed low-tech \u2018manual\u2019 communication \u2013 the pen-and-wash drawings, the Polaroid-style photo (interesting how the Polaroid is a marker of authenticity), the personal signature, the quotes (as if being spoken to by somebody), the script-like fonts.<\/p>\n

I counted five elements that reproduce the effect of somebody writing on a piece of paper \u2013 in effect, five bits of paper stuck onto this one sheet, including one note on the reverse which looks as if it was written on masking tape and then attached to another note. So that\u2019s a note on top of a note on top of the brown paper flyer. Another reversed-out type style mimics the effect of an instant label maker.<\/p>\n

\"Greengrocer's<\/a>
Hand-written note on masking tape stuck to a piece of paper stuck to the flyer… layers within layers.<\/figcaption><\/figure>\n

The whole piece is just begging to be clipped to a noticeboard or stuck on the fridge \u2013 which, of course, is the dream outcome for any direct marketing item: to be kept, to be valued, to offer on-going and continuing utility to the consumer beyond the immediate transaction \u2013 as every marketer must strive to achieve.<\/p>\n

A quick word about the paper. Brown.<\/p>\n

Natural, earthy, maybe even home-made\/grown and organic as befitting a vegetable shop, unpretentious like the kraft paper used to make shopping bags. This sheet fairly crackles like a stiff carrier bag. And yet it is not uniformly brown; there is a lighter patch on the reverse which looks as if it has been bleached lighter, not over-printed. Is it a manufacturing defect? I don\u2019t get it at all. Of all the elements on this sheet \u2013 and I haven\u2019t even mentioned the actual content which is quite dense \u2013 it is this little pale patch which continues to mystify me.<\/p>\n

\"Greengrocer's<\/a>
A mysterious lighter patch on the brown paper flyer.<\/figcaption><\/figure>\n

* Yes, that’s right, this is not a \u2018greengrocers’ apostrophe\u2019.<\/em><\/p>\n

\"shredded<\/a><\/p>\n","protected":false},"excerpt":{"rendered":"

This flyer was stuffed into my shopping bag at the check-out recently. You can\u2019t get much more direct than that \u2013 marketing collateral from the actual person who is taking my money. What next? The owner of the shop comes round and gives me a hand-written note? Actually, that is indeed the effect this piece […]<\/p>\n","protected":false},"author":1,"featured_media":90,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[18],"tags":[],"class_list":["post-87","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-flyers"],"_links":{"self":[{"href":"https:\/\/deadreal.com.au\/dead_paper\/wp-json\/wp\/v2\/posts\/87","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/deadreal.com.au\/dead_paper\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/deadreal.com.au\/dead_paper\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/deadreal.com.au\/dead_paper\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/deadreal.com.au\/dead_paper\/wp-json\/wp\/v2\/comments?post=87"}],"version-history":[{"count":9,"href":"https:\/\/deadreal.com.au\/dead_paper\/wp-json\/wp\/v2\/posts\/87\/revisions"}],"predecessor-version":[{"id":1016,"href":"https:\/\/deadreal.com.au\/dead_paper\/wp-json\/wp\/v2\/posts\/87\/revisions\/1016"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/deadreal.com.au\/dead_paper\/wp-json\/wp\/v2\/media\/90"}],"wp:attachment":[{"href":"https:\/\/deadreal.com.au\/dead_paper\/wp-json\/wp\/v2\/media?parent=87"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/deadreal.com.au\/dead_paper\/wp-json\/wp\/v2\/categories?post=87"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/deadreal.com.au\/dead_paper\/wp-json\/wp\/v2\/tags?post=87"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}