Essay on Rhetorical Devices and Strategies: Coca Cola and Grove Press

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Pages: 4

Rhetorical Devices and Strategies: Coca Cola and Grove Press

Within society power struggles are inevitable and in the business world it is no different. The letters of correspondence between an executive of the Coca-Cola Company, Ira C. Herbert and a representative of Grove Press, Richard Seaver express their different viewpoints on the use of Coca-Cola’s slogan “It’s the Real Thing”, in an advertisement promoting Diary of a Harlem Schoolteacher by Jim Haskins. Both Herbert and Seaver attempt to out smart each other through their use of rhetorical techniques and strategies. Herbert initiates the first letter, which demands that Seaver, a representative of Grove Press, immediately terminate the use of the catchphrase “It’s the
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Seaver is able to respond to Herbert’s letter and use his own language for his benefit to show that he no longer has control over the situation. Throughout his letter Seaver uses hyperboles such as “…this posed a far more direct and deadly threat to both the author and ourselves than our use of “it’s the real thing,”, and “Giving our strong sentiments concerning the First Amendment, we will defend to the death your right to use “It’s the real thing” in any advertising you care to”. Seaver produces irony by saying the opposite of what he actually means and in essence laughs at Herbert’s arrogance and ostentatious language. He also denotes and mocks the power of Coca-Cola by insinuating they could benefit from Grove Press’s advertisement when saying “…we would be happy to give Coke the residual benefit of our advertising.” He pretends to be sympathetic and empathetic while responding to Herberts use of logos with pathos when sarcastically apologizing that “ one here in our advertising agency, I am sorry to say, realized that you owned the phrase..”. Finally Seaver closes his letter utilizing the same fake sincerity that Herbert