Ira C. Herbert's Diary Of The Coca-Cola Company
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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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In his letter Ira C. Herbert straightforwardly introduces the reasons for which he is writing his letter, which is to get Mr. Seaver to take down the advertisement in which he uses the phrase "It's the Real Thing" which according to Herbert, belongs to Coca-Cola. Herbert dully and unsuccessfully explains why Coca-Cola has claim over the phrase, his supposed evidence for this is that Coca-Cola was the first one to come up with the phrase. On the other hand, Seaver successfully rebuttals the idea of changing the advertisement through the use of logic and a sarcastic tone. For instance, in lines 4-6 Seaver sarcastically explains “I can fully understand that the public might be confused by our use of the expression, and mistake a book by a Harlem schooler for a six-pack of Coca-Cola. ”(lines 4-6).
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Adrienne Lafrance, in ¨Alphabet, Jigsaw, and the Puzzle of Google’s New Brand,¨ conveys a message that consumers need to take a closer look at companies because are deceiving consumers through branding. The author transmits this message through using the rhetorical triangle, diction, and rhetorical transaction. The rhetorical triangle is the first technique most authors use when writing. Lafrance wrote her article towards a tech-savvy audience and posted it in the technology section of The Atlantic.
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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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In this article, Gary Ruskin and Juliet Schor are completely unbiased on their argument on how our country is being controlled by corporations. Both authors show awareness on how large corporations have gained access to every aspect of our lives with advertising. Ruskin and Schor do this by sharing influential background information on the corporations. Throughout my high school career several brand names like “M&M’s” and “Sprite” sponsored my school’s sport teams.
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In the excerpt from M.T. Anderson’s Feed, the author shows how deceiving stores can be. The way employees are, and how they attempt to make their products fit into each individual person’s life, can become deceitful. Consumerism is a movement to protect consumers against useless, inferior, or dangerous products, misleading advertising, and unfair pricing. UBIK and Feed give good examples of Consumerism, although the excerpt from Feed does an outstanding job of showing examples of consumerism while getting straight to the point. In UBIK, the author has ads for a product as the beginning of each chapter.
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The article about MagnaSoles released by The Onion was a mock press release. It mocked how products are being marketed to the public. A satirizing tone is used along with unique diction and anecdotes to convey their message. The devices that are used show the reader in a humorous way how marketers make false and absurd claims.
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The mock article from The Onion expresses the gullibility of the consumer to believe whatever he or she is presented with and the laziness for never questioning it. The Onion emphasizes such features in an indirect way, by exaggerating the techniques used by marketer such as, appealing to false authority, using Orwellian language and logical fallacies. This creates a humorous article, which exposes a serious point The Onion tries, and succeeds, in making about the modern consumer: he is being controlled by the advertisements he sees. The first sentence in The Onion’s article clearly states marketers use of untrustworthy techniques to sell their products; “ MagnaSoles shoe inserts, which stimulate and soothe the wearer’s feet using no fewer than five forms of pseudoscience."
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According to James B. Twitchell’s, “20 Ads that Shook the World,” advertisers will situate their campaign around special events like the Super Bowl or holidays like Easter. This grants companies the opportunity to market their products, increase revenue, and target their audience’s imagination. Anthropologists would refer to this strategy as syncretism, or “…the merging… of two or more categories in a specified environment into one…” (Dictionary.com 1). With a decrease in sales during the winter months, Coca-Cola created the Santa Claus that we still know and love today, and is recognized as one of the most groundbreaking advertisements that changed the world.
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EXECUTIVE SUMMARY Coca-Cola, the product that has given the world its best-known taste was born in Atlanta, Georgia, on May 8, 1886. Coca-Cola Company is the world’s leading manufacturer, marketer and distributor of non-alcoholic beverage concentrates and syrups, used to produce nearly 400 beverage brands. It sells beverage concentrates and syrups to bottling and canning operators, distributors, fountain retailers and fountain wholesalers.
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