Ira C. Herbert, in his letter to Richard Seaver, executive vice president of Grove Press, claims that Seaver has stolen the Coca Cola Company’s phrase “It’s the Real Thing.” Herbert supports his claims by providing examples of where the phrase was used in his company’s advertising. The author’s purpose is to point out to Seaver that Coca Cola used the phrase first for advertising in order to stop Grove Press’s use of the phrase. Herbert appeals to his audience of Grove Press, the company who stole his phrase, with ethos by stating all the times Coca Cola has used the phrase for advertising in the past. This gives Herbert credibility. Ethos was used many times throughout Herbert’s letter. Ethos was first used when Herbert states ‘”It’s a
