Argument Analysis: 'It's The Real Thing'

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Obai Kabia 1-24-12 English 12 PD:3 Coke Essay Ira Herbert is a former vice president Coca-Cola. He worked for the Coca-Cola company for 27 years. He became vice president in 1976, he was there for 15 years then he retired in 1991.…show more content…
“It’s the Real Thing” was first used in advertising for Coca-Cola over twenty seven years ago to refer to our product”. Herbert does this because he does not want Seaver to use that phrase. Through this Herbert believes it can take many of coke’s customers away if there is a slogan that is similar to theirs. He also believes if he can show the history of can and the slogan it can make Seaver change the slogan out of his book. Herbert also uses Ethos in his letter to persuade Seaver. “We first used it in print advertising in 1942 and extended it to outdoor advertising, including painted walls some of which are still displayed throughout the country. Through this Herbert tells this to Seaver because he is trying to show the slogan “It’s the Real Thing” is known many places around the world and it might get confused with Seaver’s book. Herbert towards the end of the letter uses Sympathy to try to persuade Seaver. “Please excuse my writing so fully, but I wanted to explain why we feel it necessary to ask you and your associates to use another line to advertise Mr. Haskins book”. Herbert does this because he believes if he asked Seaver in a nice and manner way there is a possibility that Seaver will not use that slogan

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