Rhetorical Analysis

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In today’s competitive market, companies rely on unique advertising slogans to market products. Company slogans and trademarks have increased in popularity over the years. However, it sometimes becomes a challenging task to determine who has the right to a certain phrase. Evidence of this occurs in the exchange of letters between Mr. Herbert of Coca-Cola Company and Mr. Seaver of Grove Press. Apparently, both companies utilized the slogan, “It’s the Real Thing,” to advertise their products causing a conflict regarding who has the rights to that slogan. Mr. Herbert of Coca-Cola delivered a professional, respectful, sound and cordial argument using historical data, ethos, and logos to describe his two main points concerning the dual…show more content…
Herbert of Coca-Cola politely begins by reminding Mr. Seaver that Coca-Cola has made use of the phrase, “It’s the Real Thing,” in advertising their product “long prior to the publication of Diary of a Harlem Schoolteacher.” Therefore, he logically requests that Grove Press discontinue its use of the same slogan. In the first part of Mr. Herbert’s letter, he appeals to ethos, making known his credibility by including that as, “several people have called to our attention your advertisement,” the view shared by several members of the Coca-Cola Company. Then Mr. Herbert outlines his two main arguments about the dual use of the slogan. He excellently utilizes logos to establish a sound and cordial argument that the simultaneous usage of the Coca-Cola slogan will create public confusion “as to the source or sponsorship of the goods,” and it will “diminish the effectiveness and value as an advertising and merchandising tool.” At first, Mr. Herbert claims that the rights of the slogan belong to Coca-Cola because they used it prior to Grove Press. However, in order to support his claim, he continues by providing historical facts detailing the advertising campaign such as Coca-Cola initiated the slogan “over twenty-seven years ago to refer to our product.” Then Mr. Herbert adds, “We used it in print advertising in 1942,” and the slogan appeared in national advertising in 1954. Mr. Herbert concludes his letter in a professional, yet humble tone…show more content…
Herbert of Coca-Cola utilizes ethos, logos, and a professional tone to create a logical argument, Mr. Seaver of Grove Press brilliantly surpasses his opponent with his clever use of irony, sarcasm, and satire. Throughout history there have been plenty of cases were influential people utilized sarcasm on occasion to demonstrate a point. Mozart was noted to use sarcasm when asked by fans how could they compose a symphony? Therefore in this case the fact that Mr. Herbert assumes a more rational position on the issue, Mr. Seaver utilizes wit and quick thinking to respond to Mr. Herbert’s argument and to make an overall more persuasive argument. Through mockery and insincerity, Mr. Seaver makes Mr. Herbert’s previously sound and cordial argument appear insignificant and flawed, a testimony to an aggressive stance and the obstacles of

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