Rhetorical Strategies:
A Piece Of Cake (March 9th, 2015)
Writing with rhetorical strategies is like deciding how to fancify a naked cake. Before the baker smears on the first frosting he can find, he must ask himself a few questions: For what occasion am I decorating this cake? What flavors will be appropriate for those eating the cake? Which elementary or sophisticated icing patterns will please the eyes of its toddling or refined consumers? In his respectfully contemptuous letter of response to Ira Herbert, Richard Seaver wisely chose sarcasm, repetition, and exemplification as his rhetorical confections and it seems as if he owns the kitchen.
Ira Herbert’s first mistake in writing his letter comes from an attempt to capitalize on Coca-Cola’s power. Coca-Cola is one of the most recognizable brand names in America. Just the name is a mainstay and integral to our country’s pop-culture history. Classic red billboards pop up along highways nationwide and wall murals from the 1950’s and 60’s humbly exude vintage pride. Herbert uses pronouns such as “we” and “our” throughout his letter to impress Seaver with Coca-Cola’s wide audience and show support of his letter by the Coca-Cola corporation and its faithful patrons around the globe. Unfortunately for Herbert, using this strategy adds nothing to a writer’s cause and is entirely unable to stand against a valid argument. Popularity will always lose when challenged by a sound rebuttal.
Similarly, when Herbert suggests that Grove Press’s decision to revoke their use of “It’s the Real Thing” has already been made, he is further extending himself into overstepped bounds. Phrases used by Herbert, including “We believe you will agree” and “We appreciate your cooperation and your assurance” belittle Grove Press. One can almost hear Seaver’s fevered response, “We will do no such thing!” These bold, conclusive statements made by Herbert are a fledgling effort to influence Grove Press to discontinue its use of “It’s the Real Thing”, but Seaver’s reply makes it clear that they have not succeeded.
In a final attempt to stake his position, Herbert writes “It’s the Real Thing” into his letter an unnecessary seven times. Repeating the slogan declares and emphasizes ownership. This is one effective rhetorical strategy in Herbert’s writing because Coca-Cola does indeed own the phrase. Seaver, though, is quick to evade Herbert’s claims that Grove Press’s use of it is “diminishing the effectiveness of the trade slogan”, saying that it actually should be helping Coca-Cola’s sales by increasing the exposure of the coined phrase. And, after all, Grove Press simply quoted and advertised Peter S. Prescott’s review of the book, “Diary of a Harlem Schoolteacher is the real thing…”, which does not infringe on Coca-Cola’s right to the slogan.
Seaver, in his well-calculated response to Herbert, effectively employs sarcasm to validate his point that using “It’s the Real Thing” in association with their book will not take Coca-Cola’s sales from them. He even goes on to say the opposite: “Those who read our ad may well tend to go out and buy a Coke rather than our book,” assuring Herbert that he has no reason to worry because, “we have instructed all our salesmen to notify bookstores that whenever a customer comes in and asks for a copy of Diary of a Harlem Schoolteacher they should request the sales personnel to make sure that what the customer wants in the book, rather than a Coke.”
Seaver also uses repetition in his writing, but a different kind than Herbert. In his letter, Herbert stated that Grove Press’s use of the slogan would “dilute the distinctiveness of the trade slogan and diminish its effectiveness as an advertising and merchandising tool”, to which Seaver responds in identical verbage that Grove Press “would certainly not want to … tool.” Repeating this statement brings the absurdity of the statement forward. Increasing the circulation of this slogan in public marketing would increase its public attention, which would in turn draw attention to its owner, Coca-Cola, and result in increased product sales.
Finally, Seaver details a similar occurrence Grove Press had with one of its books, Games People Play. In this occurrence, Seaver explains that Grove Press found itself in the same position Coca-Cola was in. Multiple “conscious imitations” appeared after the publication of Games People Play, which, despite the imitations, went on to become one of the biggest nonfiction best-sellers of all time. This real life example assures Coca-Cola that they, again, have nothing to worry about. Their product is a classic and will continue to be, no matter who else joins in on their successes.
Richard Seaver’s well-chosen rhetorical strategies establish his letter as the more persuasive of the two. Seaver eloquently presented evidence to support his claims through formulated thoughts and strategies. He chose rhetorical strategies purposefully, not because they sounded sophisticated or intimidating, but because each served as a catalyst for his defense, ultimately making Seaver’s letter more convincing.