How Does Herbert Use A Coca-Cola Slogan

Mrs. Seaver of Grove Press creates a much more convincing and persuasive argument through his compelling rebuttal of Mr. Herbert’s original letter. Although Mr. Herbert’s argument may seem logical in itself, Mr. Seaver mocks the argument and ultimately demonstrates the absurdity and triviality of the initial complaint. At the time the Coca-Cola representative wrote the initial letter, the company did not possess a patent declaring it had any legal rights to the slogan “It’s the Real Thing,” making the slogan fair game for Grove Press to exploit in its advertising. Mr. Seaver’s sarcastic tone, although much less professional than Mr. Herbert’s, also leaves a more lasting sway in the minds of readers. By exactly repeating certain convincing phrases and statements from the Coca-Cola letter, such as “dilute the distinctiveness” and “diminish the effectiveness,” and subsequently integrating them into his own argument, Mr. Seaver undermines their validity in the first

Companies desire to keep the originality of their products so they can appeal to their consumers positively. Ira C. Herbert, an executive for the Coca Cola Company, presents himself as a notable person with authority. On March 25, 1970, Herbert wrote a letter to Mr. R. W. Seaver asking him to “stop using the theme or slogan in connection with the book” (line 7). The writer is contemplative throughout his letter in order to clarify the issue that he wants resolved. Herbert speaks for the company when he writes, “We believe you will agree that it is undesirable for our companies to make simultaneous use of It’s the Real Thing” in connection with our respective products”(lines 8-10). In other words, the author suggests the expression

While Herbert uses logic, historical allusions, facts and above all power to aid him in persuading Seaver to discontinue the use of the slogan, Seaver relies on other rhetorical techniques such as sarcasm, pathos, alliterations, irony, and hyperboles in his defense. Seavers opening statement in the first paragraph “We note with sympathy your feeling that you have a proprietary interest in the phrase “It’s the thing”, and I can fully understand that the public might be confused by our use of the expression, and mistake a book by a Harlem schoolteacher for a six-pack of Coca-Cola” exudes sarcasm. Though Seaver pretends to have sympathy for the situation, he makes it clear from the start that he thinks Herberts request is preposterous because the two products are completely different, and the

1. Consider Coca-Cola’s advertising throughout its history. Identify as many commonalities as possible for its various ads and campaigns. (For a list of Coca-Cola slogans over the years, check out http://en.wikipedia.org/wiki/Coca-Colaslogans.)

Ira C. Herbert, an executive of the Coca-Cola company, and Richard Seavers, a representative of Grove Press, are the speakers of their own respective letters and they both focus on the motto “It’s the real thing”. Herbert’s purpose is to convince Seavers to stop using the motto “It’s the real thing” and to use a different one and Seavers purpose is to address Herbert’s concerns about the motto and defends his company’s right to keep using the motto. Herbert adopts a friendly tone in order to point out what Seaver was doing, using the same slogan Coca-Cola uses. Seaver adopts a serious tone to guide Herbert what had happened to Herbert and the company of Coca-Cola. Herbert and Seaver use different rhetorical strategies in order to persuade

When Herbert writes phrases such as “ask you to stop using this theme slogan” (Herbert), it shows the Seaver that she is being calm and sympathetic. This is important because she knows the request could get turned down, and she needs to be as respectful and considerate as possible in order to see to it

In the following letters exchanged between the executive vice-president of Coca-Cola and the representative of Grove Press regarding the use of the slogan, “It’s the Real Thing”, each writer states their stance on why they believe they are have the right to use this slogan for their company. Coca-Cola’s executive vice-president, Ira Herbert, writes in a deliberate tone while also incorporating specific dates, and attempting to spark patriotism in his claim. Richard Seaver of Grove Press, justifies his company has done nothing wrong; however, claims that it will do as Coca-Cola ask. By using sarcasm and specific examples, Grove Press achieves their purpose and sequentially demonstrates why they have a more persuasive case over Coca-Cola.

The Letter written by an executive from Coca-Cola conveys a snobbish tone throughout his body paragraphs. He writes, "there will always be likelihood of confusion" between the novel and the company of Coca-Cola. He truly believes the consumers will confuse words from a book and a pack of Coca-Cola. Herbert comes off as a demanding, corporal voice

Coca-Cola has been around for 125 years with the same logo, taste, and design. Making it one of the most recognizable brands in the world. Coca-Cola’s “Mean Joe Greene” commercial was an iconic Super Bowl XIV commercial in 1980. In this commercial, their goal was to persuade the audience that a bottle of coke can bring happiness and a smile. By choosing a notorious football icon, Mean Joe Greene, to play the mean guy was a great choice. Mean Joe Greene is a hall of fame defensive end football player from the 1970’s. He was known for his temper and cruelty on the field. Thus, the name Mean Joe Greene. He was an excellent football player which is why people loved and still love him till this day. By using all three rhetorical concepts, logos (appealing to reasoning), pathos (appealing to emotion), and ethos (appealing to credibility), Coke creates a motto that persuades its audience to “Have a Coke and a Smile”.

The first narrative that he creates in his letter in the narrative that the quote “It’s the Real Thing” belongs to Coca-Cola. Herbert employs the use of logos in his rhetoric, stating that because Coca-Cola used it first in advertising, the quote belongs to them. He states, “‘It’s the Real Thing’ was first used in advertising for Coca-Cola over twenty-seven years ago to refer to our product.” In fact, the entire fourth paragraph was just Herbert employing logos to push his narrative. Another narrative that Herbert pushes for is the narrative that companies should not share advertising slogans due to the confusion and mix-up of two different products. In the third paragraph, Herbert employs gloomy and negative diction such as “undesirable”, “confusion”, “dilute”, and “diminish” to try to convince Seaver and Grove Press that sharing slogans is unacceptable and will hurt the success of both companies. By combining these two narratives, Herbert successfully makes a case for Grove Press to stop using the quote, “It’s the real thing” in their

Throughout the course of this essay a rhetorical analysis will be performed over the subject of the popular soft drink, Coca Cola. Here we will take a look at two documents, both advertisement images, both from Coca Cola, separated by over 40 years. This sweet drink took the world by storm starting in the 1890’s and has been a household name since. With hundreds of thousands of soft drinks all over the world, Coca Cola is just another in a bucket, except with a different set of tactics toward drawing in their consumers.

“With These Words I Can Sell You Anything” is an article written by William Lutz, explaining the tactics of marketers to sell their products. It is an excerpt from his book Doublespeak, published in 1990. William Lutz has been called “the George Orwell of the 1990s”, and indeed many of his books are titled in direct reference to Orwell’s works. Lutz claims in his article that there’s a big conspiracy where the people trying to sell us things are giving us ineffective products disguised as something much better. Unfortunately, he comes off as paranoid; someone making a big fuss over that which in reality isn’t a big deal and as someone late to the party, only discovering something long after everyone else.

Points of Parity and Points of Difference between Diet Coke and Diet Pepsi – (To be added)

The very fact that this article is written in layman language makes it very relatable and interesting to read. The title itself is written in bold, capital letters to catch the attention of the reader. The exclamation makes it seem like an announcement rather than a title, engaging customers into the advert. The whole text, especially the first paragraph has a rather

In 1886, a pharmacist named John Pemberton invented a dark bubbly drink to try out the beverage market. Sold at 5 cents a glass, the drink did not sell well until after Pemberton’s death, selling at nine servings per day. Afterwards, a businessman named Asa G. Candler took the brand and expanded the drink beyond Atlanta, introducing the drink with the famous trademarked contour bottle. Today, Coca-Cola has risen to become one of the most recognized brands in the world. Its beverage, the number one sparkling drink, sells 1.9 billion servings per day on a global scale. This profound success is predominantly due to Coca-Cola’s ability to create a strong brand that the global population can relate to and love.