A 1970 advertisement for Grove Press’s Diary of a Harlem Schoolteacher features language that Coca-Cola had used in previous advertising campaigns: “It’s the real thing.” In a letter to Grove Press executive Richard Seaver, Ira C. Herbert of Coca-Cola urges Grove to discontinue the use of the phrase. Herbert employs a formal but assertive tone, a rather simplistic essay structure, and a single appeal to logic. In retort, Seaver writes a ridiculing letter which claims that there is no reason to discontinue stop the use of the slogan. The letter refutes each of Herbert’s points, while degrading his position with sarcastic attacks and effectively employing multiple appeals. Thus, Seaver’s letter is the more persuasive of the two. Herbert’s letter employs a simplistic structure which stretches a single line of reasoning. It introduces the subject, makes its claim, provides reasoning, and gives
In the second paragraph, for example, he remarks that store employees were instructed to “make sure that what the customer wants is the book, rather than a Coke.” The goal of this appeal is to emphasize the absurdity of Herbert’s argument by attacking it. Seaver also employs ethos, first to establish that Grove Press is familiar with issues of its own popular words and slogans being reused (and able to accept it), then to support the common right to free speech that comes from the First Amendment. These appeals combined, which effectively mock Herbert, eclipses his reliance solely upon his argument.
Though Ira C. Herbert was correct that Coca-Cola had used the phrase “It’s the real thing” before Grove Press, Richard Seaver’s response was more persuasive. Herbert’s letter was formal and dry, while Seaver’s adopted an ironic tone to degrade Herbert’s case. The combination of appeals present in Seaver’s letter, when compared to Herbert’s reliance primarily upon logos, construct an argument that is
“The Onion’s” mock press release on the MagnaSoles satirical article effectively attacks the rhetorical devices, ethos and logos, used by companies to demonstrate how far advertisers will go to convince people to buy their products. It does this by using manipulative, “scientific-sounding" terminology, comparisons, fabrication, and hyperboles. For companies to portray the advantages of their products this article shows how heavily hyperbolized their products are, and uses comparisons to attract buyers. Such is portrayed through customer testimonials.
In Herbert’s and Seaver’s letters (1970), Herbert writes to Seaver discussing Seaver’s commercial use of the line “It’s the Real Thing” for Mr. Haskin’s book without “consent” from the Coca-Cola company: Seaver’s letter is a reply discussing the misunderstanding for the line. The speaker of both letters utilizes a different approach to explain to each other their justification of Coca-Cola’s ownership for the line and commercial use of it. Herbert’s letter contains a condescending and arrogant tone; because of this, Seaver replied back in a satirical, sarcastic, and an almost amused tone. Herbert applies logos to his letter: He bluntly states to Seaver that the line “It’s the Real Thing” was “first used in print advertising in 1942,” therefore
The Onion’s mock press release markets a product called MagnaSoles. By formulating a mock advertisement a situation is created where The Onion can criticize modern day advertising. Furthermore, they can go as far as to highlight the lucrative statements that are made by advertisements that seduce consumers to believe in the “science” behind their product and make a purchase. The Onion uses a satirical and humorous tone compiled with made up scientific diction to highlight the manner in which consumers believe anything that is told to them and how powerful companies have become through their words whether true or false.
“Consider the lobster” by David Foster Wallace and “Letters from Birmingham Jail” by MLK Jr. apply rhetoric such as pathos, logos, ethos, and diction in order to create a firm persuasive essay. In Wallace’s article the audience is questioned about the morality behind killing and cooking a lobster, while in MLK’s article we are persuaded to take action about social injustice and inequality. Both authors try to prompt their readers with different types of rhetoric, but together they apply pathos more than ethos and logos.
Delicious, sweet, refreshing: just some of the few words that are used to describe the taste of soft drinks. For over 125 years, one of the most iconic soft drink brands in the world has been the Coca-Cola Company. However, when an image as iconic as the Coca-Cola logo is reimagined and placed in a new situation, its entire meaning can change. In this case, by transforming the Coca-Cola logo, the message of the icon is shifted from the original intention to convey its relatively recent controversy with racial discrimination.
Seaver mocks Herbert’s request using lines such as, “ We would certainly not want to dilute… nor diminish… but it did occur to us that since the slogan is so closely identified to your product…” (para 2). In other words, Seaver blatantly shows the irony in the letter by showing that the letter would not be necessary unless Coca-Cola is not selling as well as it usually does for it to be confused with a book. This criticism shows that Coca-Cola is threatened by competition and losing its place as one of the top selling companies. Adding insult to injury, this is done when Seaver states sarcastically, “We would be happy to give Coke the residual benefit of our advertising” (para 2). The essence of Seaver’s argument is that Grove Press, is going to sell its products, and if Coca-Cola wants a sum of the money, then Seaver’s Company will gladly oblige. Seaver is suggesting that Coca-Cola is consumed with greed and is power hungry to the extent of needing to remove all sorts of competition regardless of product. To sum up, Seaver demonstrates the destructive flaws within the Coca-Cola company that will turn the public against
As Ira C. Herbert begins his letter addressed to Richard Seaver, he formally informs Seaver of the situation between the two different products, Coca-Cola and Diary of a Harlem Schoolteacher, that involves them using the same slogan: “It's the Real Thing” (para.1). By writing this letter, Herbert wishes to explain and kindly ask for Seaver to stop using the slogan, that Coca-Cola is known for using, to advertise their product. However, when Seaver begins his letter addressed to Herbert he starts by acknowledging Herbert's concerns with their use of the slogan. Seaver informs Herbert that he will make sure they have their employees clarify to the customers what product it is that their purchasing. Some sarcasm can be seen in this statement that
Herbert “believes that you will agree that it is undesirable” for the companies and their own different markets, respectively (8). In order to continue to reinforce his argument, Herbert uses context of the company such as how the slogan was “first used in advertising for Coca-Cola over twenty-seven years ago” (14-15). Herbert ends is letter and therefore his argument making the assumption that he had wrote enough to be able to persuade Seaver and the Grove Press to see it from Coca-Cola’s perspective and comply with Herbert’s
To understand this paper’s argument on how it is the Jordan Brand attempts to use fantasy themes in their ad, we must first understand what exactly the Fantasy Theme Criticism is. It was created by Ernest G. Bormann, and was designed to provide insights into the shared worldview of a group of rhetors. It is derived from the Symbolic Convergence Theory, and can be applied to different types of rhetoric including the kind(s) used on small groups, social movements, political campaigns, and organizational communication.
It will not be exaggerated if we conclude that we are 'soaked in this cultural rain of marketing communications' through TV, press, cinema, Internet, etc. (Hackley and Kitchen, 1999). But if thirty years ago the marketing communication tools were used mainly as a product-centered tactical means, now the promotional mix, and in particular the advertising is focused on signs and semiotics. Some argue that the marketers' efforts eventually are "turning the economy into symbol so that it means something to the consumer" (Williamson, cited in Anonymous, Marketing Communications, 2006: 569). One critical consequence is that many of the contemporary advertisements "are selling us ourselves" (ibid.)
Thank you for smoking is a satirical comedy about a lobbyist whose job is to promote tobacco use at a time when the disease burden secondary to smoking threatens to cripple the nation. The film presents how industries, media and the government interact to influence the consumers’ decision. While the use of rhetoric, such as fallacies and twisted truths, is evident throughout the film, it is most evident midway when the chief spokesman, Nick Naylor, assists his son with his assignment. The son, Joey Naylor, enquires why the American government is the best and in response, the father argues it is because of America’s ‘endless appeals system’ (Thank you for smoking). His response seamlessly captures the tone of the movie as much as it represents the extensive use of a combination of fallacious arguments and twisted truths. This essay attempts to analyse the use of fallacies and twisted truths to appeal to the emotion of the
Warlaumont, Hazel G. Advertising in the 60s: Turncoats, Traditionalists, and Waste Makers in America’s Turbulent Decade. (Connecticut: PRAGER, 2001). 184-86.
In the case of McDonald’s advertising the texts used are effective. They have contributed in attracting targeted clients to the company. The wordings are aesthetically pleasing and successful at getting the consumers to buy the product. The phrase ‘I’m Lovin’ it’ which is used in one the advertisements, indicates a piece of advertising that is particularly striking. According to Cross “propagandas is simply a means of persuasion”, which they have applied that to their place because it is evidently an artistic expression, yet is trying to sell something to the consumers.(Cross,149) The company has had to face are numerous. The company has been involved in quite a number of lawsuits, most of which entail trademark disputes. MacDonald’s has threatened many food production industries with legal action unless the companies drop their trading name.
Research can be defined as a systematic method through which new knowledge is discovered. No matter what topic is being studied or analyzed, the value of research lies in how well it is designed and carried out. There are several types of research which include: surveys, interviews, content analysis and focus groups. As an advertiser it is important not only to be aware of your surroundings, but what goes on in people’s minds. Individuals’ needs and wants are not only essential but the base of an advertisement’s success. The purpose of this essay is to conduct my own research about a company that has transcended barriers such as race, disabilities, and gender with a phrase that has sparked interest, innovation and motivation all over the world: “Just Do It”. Since the 1980’s Nike has not only become one of the leading sports brands, but a corporation that learned just how to convey a message and reach their target consumers through successful advertisement. The question is: What is portrayed through Nike’s advertisement and slogans? How has this helped sales, and how far has advertisement pushed its success? The objective of this research paper is to find and understand in-depth answers to these questions that bring a
“The average family is bombarded with 1,100 advertisements per day … people only remembered three or four of them”. Fiske’s uses an example of kids singing Razzmatazz a jingle for brand of tights at a woman in a mini skirt. This displayed to the reader that people are not mindless consumers; they modify the commodity for their use. He rejects that the audiences are helpless subjects of unconscious consumerism. In contrast to McDonald’s, Fiske’s quoted “they were using the ads for their own cheeky resistive subculture” he added. He believed that instead of being submissive they twisted the ad into their own take on popular culture (Fiske, 1989, p. 31)