Essay on Rhetorical Devices and Strategies: Coca Cola and Grove Press

Words: 967
Pages: 4
Open Document
Rhetorical Devices and Strategies: Coca Cola and Grove Press

Within society power struggles are inevitable and in the business world it is no different. The letters of correspondence between an executive of the Coca-Cola Company, Ira C. Herbert and a representative of Grove Press, Richard Seaver express their different viewpoints on the use of Coca-Cola’s slogan “It’s the Real Thing”, in an advertisement promoting Diary of a Harlem Schoolteacher by Jim Haskins. Both Herbert and Seaver attempt to out smart each other through their use of rhetorical techniques and strategies. Herbert initiates the first letter, which demands that Seaver, a representative of Grove Press, immediately terminate the use of the catchphrase “It’s the …show more content…
Seaver is able to respond to Herbert’s letter and use his own language for his benefit to show that he no longer has control over the situation. Throughout his letter Seaver uses hyperboles such as “…this posed a far more direct and deadly threat to both the author and ourselves than our use of “it’s the real thing,”, and “Giving our strong sentiments concerning the First Amendment, we will defend to the death your right to use “It’s the real thing” in any advertising you care to”. Seaver produces irony by saying the opposite of what he actually means and in essence laughs at Herbert’s arrogance and ostentatious language. He also denotes and mocks the power of Coca-Cola by insinuating they could benefit from Grove Press’s advertisement when saying “…we would be happy to give Coke the residual benefit of our advertising.” He pretends to be sympathetic and empathetic while responding to Herberts use of logos with pathos when sarcastically apologizing that “..no one here in our advertising agency, I am sorry to say, realized that you owned the phrase..”. Finally Seaver closes his letter utilizing the same fake sincerity that Herbert
Show More

Related Documents: Essay on Rhetorical Devices and Strategies: Coca Cola and Grove Press

What Is The Effectiveness Of Seaver's Argument

Coca-Cola having been an iconic, refreshing brand for more than a century, must have been accustomed to copyright infringement. In 1970, the Coca-Cola brand was faced with the theft of their slogan, “It’s the real thing” by the publishing company, Grove Press for their advertisement of the Diary of a Harlem Schoolteacher. The executive of the soda company, Ira Herbert, wrote a formal letter requesting for the Grove’s discontinue of their slogan as it threatened the brand’s originality. Richard Seaver…

Words 904 - Pages 4

Herbert Of Coca-Col Satire And Irony

In the letters written by Richard Seaver of Grove Press and Ira C. Herbert of Coca-Cola, appear to have a discussion over the use of the slogan “It’s the Real Thing.” Both portray a satire diction to support one’s disagreement. Reaching their purposes by using rhetorical devices such as logos, humor and irony. While both were effective, Seaver’s point is more persuasive than Herbert’s. In Herbert’s letter to Seaver, he appeals to reason that “there will always be likelihood of confusion... and…

Words 453 - Pages 2

Coca Cola Rhetorical Analysis

The letters between an executive, Mr. Ira C. Herbert of the Coca-Cola company, and a representative, Richard Seaver, of Grove Press discussing the use of the slogan “It’s the real thing” , demonstrate many satirical and rhetorical devices throughout. Firstly, examining the letter sent from Herbert to Seaver, Herbert comes off very sincere in his complaint to Seaver. Using a kind, pastoral tone, as well as courteous and composed diction, he calmly presents his case without the use of vulgar…

Words 230 - Pages 1