Who Is More Persuasive In The Letter Correspondence Between Seaver And Herbert?

625 words - 3 pages

In 1970, Grove Press used the slogan "it's the real thing" in an advertisement for Diary of a Harlem Schoolteacher by Jim Haskins. The Coca-Cola Company had already been using this slogan and similar slogans for approximately 28 years, and as a result a Coca-Cola Company executive, Mr. Ira C. Herbert and Mr. Richard Seaver, who was a representative of Grove Press, have a two letter correspondence in which the use of this slogan is discussed. Although both letters contain similarities in regards to word choice and the use of details and examples, the overall tone and persuasiveness of each letter varies greatly.In the letter from Ira C. Herbert to Richard Seaver, Herbert uses specific words and examples to convey his argument of why Grove Press should discontinue their use of the slogan "It's the Real Thing". The first thing Herbert does is use certain words to undermine the idea of both companies using the same slogan. Herbert speaks of how if both companies were to use the same saying for their advertising, it would cause "confusion" for the public, it would "dilute the distinctiveness" of the slogan, and "diminish its effectiveness". Herbert uses the words "confusion", "dilute" and "diminish" in attempt to convince Mr. Seaver that it would be problematic for both companies to use the same slogan. Mr. Herbert then continues to use some examples of why Coca-Cola deserves to be the sole user of this particular slogan. He explains how the slogan was used in advertisements "for Coca-Cola over twenty-seven years ago" and how they have used the slogan throughout the years. Basically he is saying that Coca-Cola had the slogan first so Grove Press needs to do as they ask. His use of examples and the fact that he obviously expects Grove Press to comply to his request gives his letter a supercilious and arrogant...

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