By misinterpreting and attacking the nuanced areas of the opposition’s argument, one is able to elevate his own argument while degrading that of the opposition’s. Even when an argument is sound and logical, if it contains a single unclear phrase open to interpretation that is followed by critical mockery, it appears inconsequential and foolish to an audience. Such is the case in an exchange between Richard Seaver, the Executive Vice President of the Grove Press publishing company, and Ira Herbert, an executive of Coca-Cola, regarding their common use of the marketing slogan, “it’s the real thing”. Herbert’s argument is innately logical but poorly supported and executed. Herbert has no legal standpoint; he did not state that the slogan …show more content…
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. This ridicule
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He doesn’t view it as a serious problem and implied that coca cola and the printing press are nothing alike and they have had a “far more direct and deadly threat” before with another book. Even thought, Seaver’s letter was full of sarcasm and insults he has a more persuasive argument. Ira C. Herbert and Richard Seaver used different rhetorical devices and strategies to argue the same subject. Herbert uses historical facts to strengthen his argument while Seaver relied on Sarcasm and mockery.
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
As the internet grows to become more vital to everyday life, the competition between the networks providing access to it grows as well. Verizon and T-Mobile – two of the largest internet service providers – are examples of this intensifying rivalry and actively portray their competition through the universal medium of television; one instance being a T-Mobile advertisement aired during the 50th NFL Superbowl. The commercial starts with a mocking of Verizon’s advertisement, which leads into Steve Harvey’s vehemently expressing T-Mobile’s superiority over Verizon, and then wraps up with even more statistical and social whiplash. By utilizing both artistic and logical rhetoric – including imagery, allusion, and appeals to Logos and Ethos – T-Mobile persuades Verizon users to switch to its network.
Editorial makes believers of us all In his editorial Leonard Pitts discusses how criminals are using social media to curate and spread their heinous crimes around the world in mere seconds. Pitts explains this further by pointing out that our own friends and family members are acting as henchmen to these murderers by “forwarding, retweeting and reposting their grisly misdeeds as casually as neighbors in another age might have shared recipes over the back fence”. He appeals to the large audience of people that use Social Media and Email, typically younger readers, and that are actively forwarding and sharing events on facebook. He also addresses news readers that do not want to feel the purpose of these acts.
The “Science” of Marcelo Gleiser’s Arguments Marcelo Gleiser is a physicist, author, and professor at Dartmouth who writes articles for NPR’s 13.7: Cosmos and Culture. His recent articles cover varied topics from the scientific method and ethics, to climate and technology, and even UFOs. Gleiser writes his articles so that he is the voice of reason, neither riling the most extreme nor the most skeptical science fan. His target audience appears to include both scientists and the average adult who cares for the future. Many science writers tend to be boring and give straight facts and knowledge, but Gleiser speaks more simply and appeals to those who are not necessarily as educated.
In an article from, in The Onion the author uses a satirical strategy to criticize the advertisement industry.the Article expresses this criticism towards marketing through the dramatic diction used, parodying of commercials, and through the use of phrasing. It uses these to send a message of the flaws of marketing and the ridiculous information it often presents through the fabricated commercial of shoe soles. The article uses mocking diction to criticize marketing techniques used to present its product. The article does this with lines like “ The earth's natural vibrational rate of 32.80 kilo Frankel”(48).
John Duffy later states that rhetoric is being used in a negative way in news
Abstract In the contemporary capitalist society, the marketing of higher education adopts a highly capitalist-focused rhetoric, with commercials promoting students’ choices in favour of specific educational establishments for financial and not intellectual reasons. Educational institutions use various methods and techniques of persuasion to frame the audience’s beliefs and values in favour of certain educational choices. In connection with pervasive presence of propaganda techniques in marketing, this paper presents a visual and rhetorical analysis of higher education print advertisements’ analysis. This analytical study is intended to show how marketers of higher education reinforce problematic representations that can be read as discriminatory
In his passage from “Last Child in the Woods,” Richard Louv uses various rhetorical strategies in order to make his audience more supportive of his argument. The passage discusses the connection, or really the separation, between people and nature. On this subject, Louv argues the necessity for people to redevelop their connection with nature. His use of tone, anecdotes, rhetorical questions, and factual examples all help develop the pathos and logos of his piece.
Admiral William H. Mcraven addressed the 2014 graduating class at the University of Austin, Texas with more than eight thousand students in attendance. The address given by Adm. Mcraven touched the hearts of millions from all around the world by his inspirational message of how one person can change the world if they simply helped change the lives of ten others in their lifetime. I chose this speech for my rhetorical analysis because of the simple message it portrays, how helping a few can eventually help many. Adm. Mcraven’s address was especially effective for his audience, much due to how he relates to the students by reminiscing of the day he graduated from UT while providing advice for young college graduates preparing to begin their adult lives.
For many years, companies have utilized advertising as a useful tool to promote their brands, convey a message, or sell their products. In today’s world, advertisements can be seen almost everywhere from enormous billboards along highways to a diminutive ads on a phone. But not all advertisements are successful. To convey a message, advertisements must contain rhetorical devices such as pathos, logos, and ethos. A good example of how rhetorical devices are used to persuade an audience is the Edward Jones “Nine Days” commercial.
Pitts Article Rhetorical Analysis – Final Draft In life people try to comfort others in times of grieving. Leonard Pitts comforts his readers in his article, “We will go forward from this moment ” by trying to make since of the 9/11 attack. Pitts uses emotion and logic to persuade the Americans that the terrorists can do what they want to America, but America is tough enough to handle it.
“ ‘I wholly disapprove of what you say, but will defend to the death your right to say it’ ” (Lippmann 14-15). Voltaire’s statement explains that even though he disagrees with an opinion, he will defend the entitlement of freedom of speech. In Walter Lippmann’s essay “The Indispensable Opposition,” his argument on freedom of speech is that American society should value and tolerate others opinions because it is necessary in a civilized society. Utilizing rhetorical strategies such as diction, parallelism, and the use of personal pronouns; he emphasizes his stance on liberty of opinion.
In his letter Ira C. Herbert straightforwardly introduces the reasons for which he is writing his letter, which is to get Mr. Seaver to take down the advertisement in which he uses the phrase "It's the Real Thing" which according to Herbert, belongs to Coca-Cola. Herbert dully and unsuccessfully explains why Coca-Cola has claim over the phrase, his supposed evidence for this is that Coca-Cola was the first one to come up with the phrase. On the other hand, Seaver successfully rebuttals the idea of changing the advertisement through the use of logic and a sarcastic tone. For instance, in lines 4-6 Seaver sarcastically explains “I can fully understand that the public might be confused by our use of the expression, and mistake a book by a Harlem schooler for a six-pack of Coca-Cola. ”(lines 4-6).