Staars: Grove Press Inc. Vs Coca Cola Usa (1970)

737 words - 3 pages

In Herbert’s and Seaver’s letters (1970), Herbert writes to Seaver discussing Seaver’s commercial use of the line “It’s the Real Thing” for Mr. Haskin’s book without “consent” from the Coca-Cola company: Seaver’s letter is a reply discussing the misunderstanding for the line. The speaker of both letters utilizes a different approach to explain to each other their justification of Coca-Cola’s ownership for the line and commercial use of it. Herbert’s letter contains a condescending and arrogant tone; because of this, Seaver replied back in a satirical, sarcastic, and an almost amused tone.
Herbert applies logos to his letter: He bluntly states to Seaver that the line “It’s the Real Thing” was ...view middle of the document...

” Logically, most people wouldn’t confuse a soda to a book.
R. W. Seaver, however, replies to Herbert in a satirical and an almost amused tone to resolve the misunderstanding by the Coca-Cola company. Seaver takes great advantage of satire by basically mocking Coca-Cola’s concern over the line: As if “the public might be confused by the use of the expression, and mistake a book by a Harlem school teacher for a six-pack of Coca-Cola.” He shows Herbert in an indirect way that this is a situation encountered years ago by a book they published called “One Hundred Dollar Misunderstanding.” He used this reference to mock Coca-Cola and guilt them for the situation; protecting the line is not worth sacrificing one-hundred dollars since Coca-Cola is, most likely, notorious for the line. He also shows sympathy towards Coca-Cola and describes a situation that Grove Press Inc. has encountered in the past: He claims that “Problems not unsimilar to the ones you raise in your letter have occurred to us in the past....

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