The corresponding letters between an executive of the Coca-Cola Company, Ira C. Herbert and a representative of Grove Press, Richard Seaver express different viewpoints on the use of Coca-Cola’s slogan “It’s the Real Thing”, in an advertisement promoting Diary of a Harlem Schoolteacher. Both Herbert and Seaver try to outsmart each other through their use of strategies of rhetorical techniques. Herbert initiates the first letter, which demands that Seaver, a representative of Grove Press, immediately end the use of the catchphrase “It’s the Real Thing”. He begins and ends the letter with a seemingly polite tone and uses the greeting like, “Dear Mr. Seaver”, and concluding with “Sincerely, Ira C. Herbert”. However Herbert’s “sincerity” becomes …show more content…
Seaver and Mr. Herbert both proposed convincing arguments about the subject. Their approaches are found to be quite different. Both address the problem with people using other people's or something like other people's ideas to sell their product. Although not always intentional, it does at times occur. Mr. Herbert's approach was kind, courteous and considerate throughout. He informed Mr. Seaver's of Coca-Cola's claim on the slogan and asked that they dismiss it from their ad campaign. Mr. Herbert went into the history of the slogan. Mr. Herbert seemed “genuinely” concerned that the two products carrying the same slogan might get confused. Mr. Seaver saw this in a very different view. His reply was playful, clever, and slightly rude. In the first paragraph, he pokes fun at Mr. Herbert's concern for the confusion the two products would cause by carrying the same slogan. In the second paragraph, he says that he believes that it will help Coke sales and that his company has no problem with that. Next, he goes into how the same situation has happened to them in the past and that they fully understand. Lastly, Mr. Seaver's describes his loyalty to the Coke company and the backing of their slogan. In turn, he asks for their loyalty as well. Mr. Seaver's explained where the slogan originated from and that it was not to spite them at all but from a review of the
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Herbert starts his letter with his claim to the slogan it 's the real thing and states that Seaver has no right to the slogan. Herbert then backs up his argument by saying that Coca-Cola has a history with the slogan and that therefore the slogan belongs to Coca-Cola. Seaver then replies to Herbert 's absurd claim with a very sarcastic tone. Seaver mentions in his letter how they have instructed all of their salesmen to notify bookstores that whenever a customer asks for a copy of Diary of a Harlem Schoolteacher that the salesman asks the customer to clarify and make sure that what they are asking for really is a book and not a six pack of Coca-Cola.
Herbert addresses the problem of using the slogan with association of the book as there will "be a likelihood of confusion" as there is a "connection with our respective products" ( Herbert ,9-11.) Herbert brought the flawed idea that people would confuse the book and Coca Cola as they have the same slogan. However, Seaver counteracts this with verbal irony saying that the public would "mistake a book by a Harlem schoolteacher for a six-pack of Coca Cola" (Seaver,5-6.) Seaver distinguishes the flaw of Herbert's argument as people would not connect the two products even if they had the same slogan. This proves Herbert's argument as logically incorrect as the public would be able to tell which product is sponsored by which company, Coca Cola sodas by the Coca Cola Company and the Diary of a Harlem Schoolteacher by the Grove
He maintains a conscious naivety by using derisive underlying sarcasm masked by tactful verbal articulation in response to the authoritative and condescending tone of Herbert's letter, which allows for a persuasive and entertaining argument. Though Seaver uses humor to establish his purpose, he maintains the mutual respect between the two parties, despite him believing the conflict to be childlike and absurd. Since Herbert’s argument can be interpreted in multiple ways, Seaver attacks a fallacious interpretation of Herbert’s argument: the reason he is against the two companies using the same slogan is because consumers will be unable to tell the physical difference between a book and a beverage. Seaver says that “in order to avoid confusion between the respective products due to the slogan, each sales personnel is to make sure that what the customer wants is the book, rather than a Coke,” and adds that he fears “those who read (his) ad may well tend to go out and buy a Coke rather than (his) book.” Seaver also recognizes that Herbert cannot use the threat of the law and therefore ironically mentions his “strong sentiments concerning the First Amendment” and willingness to “defend to the death” Herbert’s right to use the slogan, even though his response was intended to regard his own rights.
The speaker is a critical writer from the onion. This was written during the 1997, a few years after the so called “Cola War”. The “Cola War” was an absurd case and is the target of satire, in the article false interviews were made where it showed how many men were “affected” by the war. The critical writer criticizes how America turns something insignificant into an enormous ruckus and about how both cola company 's value who will triumph over the consumers top choice to an extreme extent.
In “With These Words I Can Sell You Anything,” by William Lutz, the author discusses tactics used by advertisement to trick and swindle consumers to buying product, through very simple words. These words defined by Lutz as weasel words. Weasel words make little claim about the product they are describing, and also keeps the message about the product very vague leaving the consumer to make assumptions about the product. Lutz explains the importance to be knowledgeable and informed about these words so the consumers can identify what the advertisement is actually stating about the product. Weasel words like the ones listed in Lutz’s article have lasting impact on our individual lives and buying habits.
Her strategies enable the reader to feel and imagine the position that she is in, and this allows them to efficiently understand her argument. However, she does not demand the reader to hate advertisements, but allows them to draw conclusions on how effective they can be. While also stating her argument, she allows the reader to show sympathy and desire to her children in this “experiment” by thoroughly writing in an engaging and humorous tone. Steingraber finalizes her argument by counter-arguing that leaves the reader to believe this experiment was a “success”. Because of Steinbarger’s rhetorical devices, readers are able to grasp the idea of what advertisements can do to a person’s perception.
With over 110 million people watching the game of the year, it is no surprise that “Love Story” is aired in between breaks. Having such a large audience view the product will most definitely persuade individuals to purchase their product. Coca-Cola has produced a unique product that quenches thirst while also bringing people together. “Love Story” has brought out the pathos and ethos of the viewers as well as persuading them to purchase a Coke to share with a loved one. As people reminisce on the good days with the ones they love and cherish, they will also remember the classic drink with the words “Coca Cola” printed across the
In the second paragraph, Herbert demands the Grove Press Executive Vice President, Seaver, to stop the use of “Coca-Cola’s” slogan , Ira C. Herbert uses an arrogant tone. By stating that the Coca-Cola corporation has been using the slogan “It’s the Real Thing” for a far longer time than the publication of the book. Herbert demanded that Grove Press stop the use of the “Theme or slogan in connection to the book.” (Herbert Line 7). The Grove Press in no way uses the slogan for advertising purposes, but rather to symbolize this book as one that will be read for lifetime of generations to come.
Nike is the biggest and most popular company when it comes to sports, closely followed by adidas. Nike releases many commercials in order to stay on top of their business and bring in more money. One of the best soccer related commercials they have made is ¨Winner Stays On¨.It is a sports commercial made in attempt to attract more people to purchase their soccer gear. This commercial could appeal to any soccer player or aspiring professional athlete because it revolves around the game of soccer they are playing to determine which team gets to stay. The phrase winner stays on is commonly used in all sports as a way of competing against each other.
These advertisements are created in a way that capture’s the audience’s attention and makes them want to purchase the product. In specific, the ad “It’s Beautiful” and “Taste the Feeling of Summer with Coca Cola” are only two of multiple others that sells their product successfully with the use of the rhetorical appeals:
Extra -Gum Advertisement The purpose of this commercial is to encourage the viewer to realize the importance of a stick of Extra gum in their life. The commercial begins with a tender moment between a new father and his young daughter as he chews a piece of Extra gum and makes an origami bird out of the wrapper. The father’s act of giving an origami gum wrapper to his daughter is repeated through different stages of the daughter’s life: at her birthday, at the beach, at the ball game, at the house with a date, and an emotional moment ending with the father’s discovery that she has always kept the origami birds in a special box. The audience of this commercial is everybody who are chewing gum and there is no age limit.
Rhetorical strategies including pathos, ethos, and logos are stylistic elements often used as a persuasion technique to get an audience to either buy a product or participate in something. Advertisements almost always have at least one of these three components, and Super Bowl commercials specifically are renowned for their entertaining use of these strategies. Of the many Super Bowl commercials, two stood out to me for their in-depth use of all three of these rhetorical strategies. The first commercial combines the extreme measures taken by an overprotective dad and the new Hyundai Genesis. These two seemingly unlike ideas are brought together in a collaboration that effectively use pathos, ethos, and logos to prove the audience of their product.
Singer effectively conveys the message that companies sometimes push themselves onto people in unethical ways in “On Campus, It’s One Big Commercial” by using anecdotes, bandwagon, and also negative diction. Singer uses anecdotes throughout her essay to help convey her message that companies
In this ad, Coca-Cola is convincing Chinese audience to purchase its product by using pathos. The ad conveys a patriotic spirit to the audience in order to associate Coke with Chinese values. The red color represents the passion of Chinese people. Paper-cut is a traditional Chinese folk thing, it has a history of one thousand years. Red paper-cut shows the wisdom of Chinese people, it’s a symbol of good fortune and wish.
Jeep’s printed advertisement, “Call of Duty” in OXM (Official Xbox Magazine) utilizes strong rhetorical devices such as chaotic imagery, historical allusions, appeals to adventure, urgent call to action, modern font, competitive symbolism, and game-like resolution to persuade the majority of video gamers, 18 to 35 year old males, to purchase a Jeep Wrangler, Call of Duty Edition (ESA). The use of chaotic imagery in the advertisement places the reader in a setting of chaos. Components of the image such as falling buildings, rising smoke, a burnt car, falling parachuters, torn ground, and massive heaps of rubble all contribute to create a setting of chaos, violence, and destruction while the advertised Jeep Wrangler stands with a tire raised