When it comes to advertising, companies want to be original, but also do not want their originality to be copied. On behalf of Coca-Cola, Ira C.Herbert, in his letter to Mr. R. W. Seaver, addresses the issue Coca-Cola has with Grove Press advertising the phrase "It's The Real Thing". Herbert’s purpose is to ask Grove Press to not advertise their book with their slogan because he believes the slogan belongs to Coca-Cola. Seaver, an executive vice president, explains that their use of the slogan was discussed and came to the conclusion that it will help Coca-Cola in the long run. Whereas Herbert’s letter is formal and argues the point that Coca-Cola is the rightful owner of the slogan, Richard Seaver’s response is more persuasive due to his good humor and reasonable justification for the publishing company to use the slogan.
In Herbert’s letter, he addresses the issue that the slogan "It's The Real Thing" belongs to Coca-Cola, requesting Seaver for it not to be advertised under the publishing company, Grove Press. However, …show more content…
Herbert mentions Coca-Cola’s past use of the slogan "It's The Real Thing", providing dates and an explanation of how the slogan is rightfully theirs. For instance, in the text, Herbert states it was “first used in print advertising in 1942” (lines 15-16). In other words, over twenty-seven years ago, readers can infer that Coca-Cola was indeed the first company to have the slogan. The purpose of this information would be to give more details about the history Coca-Cola had with this slogan, way before Mr. Seaver’s publishing company. Seaver diminished the value of Coca-Cola’s argument by stating a similar event that the company had dealt with. Grove Press had published a book, afterward another company stole the same idea, showing that Coca-Cola is not the only company who deals with ¨deadly¨ situations. Coca-Cola argument is of less importance due to the fact that people would not confuse a beverage and a book, so there is no need of
In Herbert’s letter, he addresses the issue that the slogan "It's The Real Thing" belongs to Coca-Cola, requesting Seaver for it not to be advertised under the publishing company, Grove Press. However, …show more content…
Herbert mentions Coca-Cola’s past use of the slogan "It's The Real Thing", providing dates and an explanation of how the slogan is rightfully theirs. For instance, in the text, Herbert states it was “first used in print advertising in 1942” (lines 15-16). In other words, over twenty-seven years ago, readers can infer that Coca-Cola was indeed the first company to have the slogan. The purpose of this information would be to give more details about the history Coca-Cola had with this slogan, way before Mr. Seaver’s publishing company. Seaver diminished the value of Coca-Cola’s argument by stating a similar event that the company had dealt with. Grove Press had published a book, afterward another company stole the same idea, showing that Coca-Cola is not the only company who deals with ¨deadly¨ situations. Coca-Cola argument is of less importance due to the fact that people would not confuse a beverage and a book, so there is no need of