Rhetorical Analysis Of Mr. Herbert's Arguments

To start off, Mr. Herbert challenges the rights of the slogan that both the Coca-Cola company and Mr. Seaver’s Grove Press company have been using. Herbert attempts to emphasize the size of the problem, claiming that “Several people have called to our attention…” the trouble of both companies using the slogan (line 1). Herbert underscoring the problem creates the effect that it is a noticeable problem that needs a solution as soon as possible. In addition to that Herbert uses a professional tone, introducing his claim in a formal manner, and not plainly demanding for Grove Press to stop using the slogan. Establishing a professional tone can help in an argument as that makes the writer seem like credible, which connects back to ethos. However, Mr. Herbert’s reason for wanting full ownership of the slogan for Coca-Cola is not justified. Herbert’s company having a long history with the slogan does not justify him wanting the Grove company to, “... stop using this theme or slogan in connection with the book” (lines 6-7). The only slogans that Coca-Cola could have full authority over would be any phrase with the word Coca-Cola in it.

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