Ira C. Herbert, an executive of the Coca-Cola company who helped make the slogan “It's The Real Thing,” constructs his argument that the slogan should be applied solely by Coca-Cola and their advertising campaigns. In a letter addressed to R.W. Seaver, Mr. Herbert justifies his claim of the ownership of “It’s The Real Thing” to the company of Coca-Cola by mentioning how their business first exercised it 27 years ago to advertise their soft drink. Undeniably, the main motive behind Mr. Herbert’s letter is to persuade Mr. Seaver to discontinue the use of the theme in order to prevent difficulties or confusions that could derive from the slogan and potentially affect the profits made from their different products. In response to this letter, Mr. Seaver, representative of Grove Press, justifies his use of the slogan to advertise “Diary of a Harlem Schoolteacher,” written by Jim Haskins. Mr. Seaver’s main goal in responding back to Mr. Herbert’s concerns was to assert him that the slogan was utilized for two different purposes and that any company, as well as Coca-Cola, had the legal right to use the same slogan. It is without a doubt that Mr. Herbert and Seaver both utilized historical data to illustrate significant events such as when the slogan was first used or from where it originated. …show more content…
Mr.
Herbert incorporates a serious and reassuring tone in order to portray, in the best manner possible, his urgency of preventing Mr. Seaver and other advertising companies refrain from using the same slogan as Coca-Cola out of fear of it affecting the sales of their soft drink
beverage. (1st body paragraph) to the company of Coca-Cola by citing strong evidence from the 1st Constitution. In other words, Mr. Seaver states that he as a free individual and citizen of the United States has the right to utilize the slogan “It’s the Real Thing” as a result of his right to freedom of speech. It is a strong evidence because he cites a document created by our founding fathers of the Constitution years before Coca-Cola was ever around and could claim the slogan. He adequately explains that people have the right to use any figure of speech as long as it doesn’t harm any individual. Furthermore, Mr. Seaver also ridicules Mr. Herbert when asserting or stating that people would get confused when distinguishing and purchasing a soda and a book. This further ridicules Mr. Herbert because a soft drink beverage and a multiple word volume are two different things; where one is read and the other is consumed. This is intended to allow Mr. Herbert to reflect back on his belief that two different things cannot be set apart. Mr. Ira C. Herbert begins his letter by arguing that the Grover Press has used their slogan in the book called “Diary of a Harlem Schoolteacher by Jim Haskins” furthermore Mr. Herbert justifies his claims by using logos to convey his point “It’s The Real Thing was used in advertising for Coca-cola over twenty-seven years ago to refer to our product.” Mr. Herbert uses logos by explaining that the slogan was first used in the product of Coca-Cola. He uses logic in order to convince Mr. Seaver that the slogan belongs to the Coca-Cola company because they have been using it sinces 1942. By using logic Mr. Herbert provides strong pieces of evidence to justify his claim and position by arguing that the slogan is originally used in cola products. Although this is strong pieces of evidence to prove Mr. Herbert claims it is not liable.
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.
Opinions coupled alongside historical accounts provide a lesson demonstrating the truths of Coke’s corporate greed. Elmore’s argument development progresses in a way that the reader becomes furthered dismayed as the history lesson goes on. Coca-Cola ravaged precious water resources in third world countries which eventually resulted in a scale of humanitarian crisis, yet today The Coca-Cola Foundation’s mission statement reads: “…[We have] Committed ourselves to improving the quality of life in the communities where we do business”. Television commercials depicting delight paired with the soft drink, Coca-Cola’s slogan of, “open happiness” along with massive international event sponsorships that universally are recognized currently label the company as having a positive impact in communities. Elmore’s arguments successfully connect the dots, illustrating to the reader on the dissolute framework which held together and lead to the rise in Coca-Cola’s present day
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.
Bryson begins his explanation by introducing a well-known businessman. George Eastman, creator of the Kodak camera began using slogans to attract consumers. This did not go unnoticed by businessmen around him. These businessmen began to see how the use of a good slogan could sway a consumer’s choice. This was the beginning of the advertisement business. “Consumers soon became acquainted with the irresistibly tempting notion that if they bought a particular product they could
The letter from R. W. Seaver of the Coca Cola factory takes a polite and respectful approach to the company’s complaint about the identical use of their slogan, a legitimate complaint in terms of similarity. The letter initially contends that, “Several people have called to our attention your advertisement for Diary of a Harlem Schoolteacher.” This is said in order to give Grove Press a sense of the legitimacy to the issue, since they had not received complaints. The letter takes a relatively simple and
The adverting industry has a way to sell things to mass audiences with out actually providing any sound reason to do so, instead the use of rhetoric enables anyone to essential market anything. The advertisement that will be analyzed here is brought to you by the Mars Chocolate Company, and it deals with the “M&M’s” candy. The rhetorical devices being attached to the presentation are proof surrogate, appeal to common practice, and rationalization. Aside from this, the analysis will also include an answer to what audience is being targeted, what psychological effects are being expected, and what subconscious needs or desires is the presentation playing upon. By the end, the reader should have a clear picture of what purpose the advertisement serves.
Coca- Cola has always been popular with America and in the 1950s; it became the main soda to drink during the 1950s and also the golden age for the product. One glass of Coca- Cola was only five cents. The soda was a symbol of social status. If you wanted to be refreshed and satisfied, then you have to drink Coca- Cola. Celebrities, actors, athletes, workers, kids and even Santa Claus had to have Coca- Cola in their hand. With the boom of television in households, Coca-Cola became more popular because of the advertisements contain relaxing and being comfortable with the soda in their hand. It became so appealing that Time’s Magazine stated that, “It is simpler, sharper evidence than the Marshall Plan, or a voice ...
Catchy jingles are what persuades consumers to buy more and more products that they hear about every day. This concept has been around for years and the Coca-Cola Company is no stranger to it. Back in July of 1971, Coca-Cola released the commercial, “I’d like to Buy the World a Coke” that sent their customers into chaos with over 100,000 letters being sent to the company asking for more. This leaves many people asking: how did this one commercial have such an impact on the audience? And what did Coca-Cola use that drew so many people in? Here we will discover the method behind what is “I’d like to buy the World a Coke.”
This ad does a very good job of accomplishing PepsiCo’s brand communications strategy. It is exciting and exhilarating and shows the personality traits of fun, irreverence and daring.
A small smile, a booming laugh, and a little play on words helped Pepsi’s ad “Scary Halloween” reach viral status on social media in 2013. Ads can be a triumph or a failure depending on how well the rhetorical appeals of logos, ethos, and pathos are used to convey an ad’s message. This ad’s largest draw was its use of pathos, making the viewers laugh and smile alongside Pepsi over their sly jokes.. “Scary Halloween” also engaged the audience by causing the viewers to cringe at the thought of their chosen soft drink being replaced. Pepsi also has massive amounts of credibility in the soda industry since it has been on the market for over 100 years, giving it ample room to poke at its competitors. Pepsi’s Halloween ad was successful because of
This is the final way that ads use to influence audiences to buy their product over another. The Pepsi ad provides a website that onlookers may visit if they wish to learn more about the “Pepsi Refresh Project.” By citing this website the ad has appealed to audience’s logical reasoning. However, unlike the Pepsi ad, the coke ad provides its fact on the advertisement. The ad informs readers that coca cola has been around for over 84 years. This is a better way to appeal to a person logical understanding, because the information is right there, and they do not have to go to a website to find information about the product. Overall, both advertisements provide information about their product in an attempt to persuade audiences to buy either Pepsi or Coca
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
There are a variety of beverages available to us today with a wide range of differences, some are flavored, carbonated, low calorie, energy boosters, and just plain water. When it comes down to carbonated drinks there are two major rivalry soda companies dominating the market. Coca Cola and Pepsi are two well know cola distributors with very credible history, but the question still remains one is America’s favorite? With the ongoing competition between Coca-Cola and Pepsi, each company is incorporating new strategies for marketing and advertising there brands. When comparing an advertisement from each of the companies, we will review how they appeal to consumers.
Coca - Cola : Claims, Values and Polices Coca-Cola is a well-known and cherished brand name. When people think of this name, memories tend to overflow in their heads. Why do you need to be a member? Because, not only does Coke taste great and refresh your own personal memories, it also fills you with memories of the Coca-Cola like "Always Coca-Cola", the antics of the Coke polar bears, and all of the different ads that have represented Coke over the years. Just about every ad you see, as a consumer, has tons of hidden meanings.