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Comparing Rhetorical Strategies In Coca-Cola And Grove Press Letters

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Rhetorical strategies are used in writing to convey the purpose of an essay to the reader. In the Coca-Cola and Grove Press letters, rhetorical strategies are used to varying degrees of effectiveness to convey the authors’ purposes. In the Coca-Cola letter, the purpose of the author is to inform Seaver that the theme of the advertisement Grove Press is using is similar to Coca-Cola’s slogan and to convince him that he should stop using it. Herbert achieves his purpose through the tone of his writing and his usage of methods of development. The author’s tone is pretentious. He sounds this way by listing all the the times Coca-Cola used the slogan, “It’s the Real Thing.”. This informs Seaver that Coca-Cola used the slogan in the past, and …show more content…

Seaver’s tone in the letter mocks Herbert’s arguments. While Coca-Cola’s goal is to defend their own company’s rights, they note that they don’t want confusion between the two products, seeming to be concerned for the book as well. Seaver, turns this against them by saying that they will ensure that salespeople will make sure to confirm that the customer is looking for the book and not a Coca-Cola. This makes Herbert’s argument ineffective by making fun of it and by assuring him that action will be taken to prevent confusion. Furthermore, Herbert says he is worried about the usage or the similar slogans would diminish its effectiveness. To counter that, Seaver states that, “Those who read our ad may well tend to go out and buy a Coke rather than our book…” He then continues to say they are fine with giving Coca-Cola this benefit. This once again mocks Herbert’s arguments because if Coca-Cola’s slogan is that well known, the book company would be advertising for Coca-Cola. This also indicates that people are unlikely to read a Coke ad and go out to buy a book so Herbert shouldn’t be worried about the slogan being less effective. The tone Seaver uses makes fun of Herbert’s letter and renders his arguments feeble, which increases the effectiveness of the Grove Press

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He maintains a conscious naivety by using derisive underlying sarcasm masked by tactful verbal articulation in response to the authoritative and condescending tone of Herbert's letter, which allows for a persuasive and entertaining argument. Though Seaver uses humor to establish his purpose, he maintains the mutual respect between the two parties, despite him believing the conflict to be childlike and absurd. Since Herbert’s argument can be interpreted in multiple ways, Seaver attacks a fallacious interpretation of Herbert’s argument: the reason he is against the two companies using the same slogan is because consumers will be unable to tell the physical difference between a book and a beverage. Seaver says that “in order to avoid confusion between the respective products due to the slogan, each sales personnel is to make sure that what the customer wants is the book, rather than a Coke,” and adds that he fears “those who read (his) ad may well tend to go out and buy a Coke rather than (his) book.” Seaver also recognizes that Herbert cannot use the threat of the law and therefore ironically mentions his “strong sentiments concerning the First Amendment” and willingness to “defend to the death” Herbert’s right to use the slogan, even though his response was intended to regard his own rights.

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Herbert starts his letter with his claim to the slogan it 's the real thing and states that Seaver has no right to the slogan. Herbert then backs up his argument by saying that Coca-Cola has a history with the slogan and that therefore the slogan belongs to Coca-Cola. Seaver then replies to Herbert 's absurd claim with a very sarcastic tone. Seaver mentions in his letter how they have instructed all of their salesmen to notify bookstores that whenever a customer asks for a copy of Diary of a Harlem Schoolteacher that the salesman asks the customer to clarify and make sure that what they are asking for really is a book and not a six pack of Coca-Cola.

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The significance of this statement is that it shows how illogical and ineffective Herbert’s reason is for why Seaver should take down his advertisement. Additionally, in lines 7-10 Seaver says “... 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 the book rather than the Coke”(lines 7-10). At this point in his letter Seaver sarcastically tells Herbert that he will make sure people do not accidentally buy the soda instead of the book or vice versa. The author, Mr. Seaver, implies that the reasons that Coca-Cola is giving, are not valid because fistly, they are not substantial and secondly they are quite illogical. Seaver’s assertion in the first section of his letter addresses his use of a sarcastic tone and a situation, that this can be applied

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Seaver emphasizes the absurdity of Mr. Herbert’s claim in the first section. Seaver constructs his argument around using sarcasm to highlight how ridiculous Herbert sounds stating that people might, “... mistake a book by a Harlem schoolteacher for a six-pack of Coca-Cola” (lines 5-6). Seaver uses sarcasm to strengthen his claim that the slogan should not be solely for Coca-Cola. Adding onto his case, Mr. Seaver uses a confident tone, stating that, “This, we think, should protect your interest and in no way harm ours” in reply to Herbert’s comment that both companies simultaneously using the slogan could affect the sales of both companies (lines 10-11). The confidence that Mr. Seaver shows is very persuasive and overall makes Seaver sound like he knows what he is writing

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Herbert addresses the problem of using the slogan with association of the book as there will "be a likelihood of confusion" as there is a "connection with our respective products" ( Herbert ,9-11.) Herbert brought the flawed idea that people would confuse the book and Coca Cola as they have the same slogan. However, Seaver counteracts this with verbal irony saying that the public would "mistake a book by a Harlem schoolteacher for a six-pack of Coca Cola" (Seaver,5-6.) Seaver distinguishes the flaw of Herbert's argument as people would not connect the two products even if they had the same slogan. This proves Herbert's argument as logically incorrect as the public would be able to tell which product is sponsored by which company, Coca Cola sodas by the Coca Cola Company and the Diary of a Harlem Schoolteacher by the Grove

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