The combination of language and the official looking nature of this letter make this advertisement (because that's what it was!) extra deceptive. The person to whom this letter was addressed (let's call this person 'Pat') thought for sure that Pat had to call MCI soon regarding a pressing ('immediate', 'today') matter. Fortunately, Pat was taking my Critical Thinking class at the moment, and realized soon thereafter the true nature of this document.

How does it work?

First the official looking part: The letter is personalized on both ends. The type font. The type setting. But most of all the Customer Account No. (needless to say, Pat had no account with MCI), and the Customer Service.

Second, the language used: 'you have not yet selected'. This statement is suggesting that Pat should have done something which (for some reason) Pat still hasn't done. But, fortunately for Pat, the MCI Customer Service is reminding Pat of Pat's 'forgetfulness'. The next sentence is even more suggestive: '.... to complete your account.'. Somehow, Pat has failed to give all the information that Pat should have given MCI, and needs to contact MCI regarding this urgent matter immediately. Now, given that Pat never even started an account (as implied by this statement), isn't that a straightforward lie? Technically, no. Pat can call MCI, start, and complete the account all at the same time. However, the suggestion is strong, very strong indeed. In fact, the 'records' that would 'indicate' all of this makes it even stronger, as Pat is led to believe that these records are Pat's, i.e. that Pat already has a file going on at MCI, from which important information is missing. Again, though, even though this interpretation is certainly suggested by the language, technically these 'records' could be anything. A particularly insidious piece of advertisement!