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Coca Cola Ethos Pathos Logos

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Coca-Cola is one of the biggest soft drink businesses in the world so when a Coca-Cola was asking a book company to change their slogan because they were the same, it made them seem a bit unprofessional. Ira C Herbert a representative of Coca-Cola, wrote to Richard Seaver the Executive Vice President of Grove Press Inc. to modify their slogan to something different he uses rhetorical devices such as pathos, logos, and diction.
Mr. Ira C. Herbert starts off his letter getting straight to the point. He uses diction to make sure Mr. Seaver knows that they are confident the company will remove the slogan. “We believe you will agree…” or “We appreciate your cooperation and your assurance that you will discontinue the use of ‘It’s the real thing.’” He uses the word ‘we’ to make sure Seaver knows Coca-Cola is relying on them that they will discontinue the logan. Additionally, Mr. Herbert also uses logos to show the company owned the saying first. Herbert says, “‘It’s the Real Thing’ was first used in advertising for Coca-Cola over twenty-seven years ago …show more content…

He explains why changing is unnecessary and absurd. Seaver says,”...we have instructed all our salesmen to notify bookstores that whenever a customer comes in and asks for a copy of Diary of a Harlem Schoolteacher they should request the sales personnel to make sure that what the customer wants is a book rather than a Coke.” He’s mocking Coca-Cola and its consumers that they are foolish enough to confuse a book with a bottle of Coke. Seaver also explains why the company has chosen that slogan, “We were merely quoting in our ads Peter S. Prescott's review…” Grove Press Inc. was only quoting a review with no knowledge of Coca-Cola already owning the saying. This made Coke seem a bit unprofessional because it shows that they didn’t do too much research on why Grove Press Inc. chose that

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