Diary Of A Harlem School Teacher Analysis

Ira C. Herbert writes to Richard Seaver complaining about the advertisement for a newly published book, Diary of a Harlem School Teacher written by Jim Haskins, which includes a trademarked Coca-Cola slogan stating “It’s the real thing”. In attempt to protect the soda company, Herbert respectfully urges Seaver to discontinue using the slogan in connection with the book. Although both writers use rhetorical strategies to propose their arguments, Seaver’s satirical response rejects Herbert’s unconvincing demands, thus making Seaver’s letter more effective.
In attempt to sway Seaver to eliminate the phrase “It’s the real thing” from the Grove Press’ advertisement, Ira C. Herbert begins his letter assertively by claiming that Coca-Cola has an exclusive

right to the slogan. Herbert enhances his credibility by incorporating factual and historical information about the soda company to verify ownership of the slogan. For instance, the letter specifically mentions that in the year 1970, “It’s the real thing” was officially associated with the Coca-Cola drink. The Coke Executive intends to intimidate Seaver through this tactic by assuring the company’s authority of the catchphrase to preserve its “effectiveness and value” in advertising. But Herbert’s irritated tone has no influence on the Grove Press executive since Seaver is uninterested in Coca-Cola’s historical association with the phrase. Moreover, Herbert falsely assumes Seaver’s cooperation with Coke in the concluding statement of his letter which reads “We appreciate your cooperation.” Consequently, Herbert’s weak choices of rhetorical devices, unconvincing claims, and presumptuous statements deteriorates the effectiveness of persuading Seaver.
Seaver exposes the weaknesses in Herbert’s argument by mocking the ridiculousness of Herbert’s demands. The Grove Press executive clearly reveals that he will not take Herbert’s side to cooperate with Coke and refuses to discontinue the phrase “It’s the real thing” in the ad. Seaver does not take Herbert’s demands seriously and replies to the letter with a sarcastic attitude. With a humorous approach, Seaver ensures that no one will mistake a Coca-Cola slogan with a novel advertisement; however, if someone is confused, Seaver is willing to hand out Coke cans to promote the book. This mockery addresses Herbert’s worries by guaranteeing the phrase will not “dilute the distinctiveness of [the] trade slogan nor diminish its effectiveness”, but rather benefit both companies from the advertisement. Additionally, Seaver’s concluding paragraph clarifies the advertisement actually does not contain Coca-Cola’s slogan. The ad merely quotes Prescott’s review of the book stating, “Diary of a Harlem Schoolteacher is the real thing”, in which Grove Press used this quote to boost the book’s sales. Seaver’s sarcastic tone discredits Herbert’s claims and ignores Coke’s demands to remove the phrase.
Evidently, Ira C. Herbert’s use of rhetorical devices by including factual information of Coke’s history unsuccessfully influences Seaver to remove the phrase “It’s the real thing.” The company’s history does not appeal to Seaver, thus Herbert’s attempt to intimidate Seaver with Coke’s authority over the slogan is unpersuasive. Seaver’s sarcastic and comical undertones in his letter overrules Herbert’s serious attitude. As Herbert fails to persuade Grove Press, Seaver automatically offers a more effective response.