Pater Rhetoric
LANGUAGE AP 1998- Question 1
Suggested Time: 40 minutes
The following letters constitute the complete correspondence between an executive of the Coca-Cola company and a representative of Grove Press. Read the letters carefully. Then write an essay analyzing the rhetorical strategies each writer uses to achieve his purpose and explaining which letter offers the more persuasive case.
Mr. R. W. Seaver March 25, 1970
Executive Vice President
Grove Press, Inc.
214 Mercer Street
New York, New York 10012
Dear Mr. Seaver:
Several people have called to our attention your advertisement for Diary of a Harlem Schoolteacher by Jim Haskins, which appeared in the New York Times March 3, 1970. The theme of the ad is “This book is like a weapon...it's the real thing.”
Since our company has made use of “It's the Real Thing” to advertise Coca-Cola long prior to the publication of the book, we are writing to ask you to stop using this theme or slogan in connection with the book.
We believe you will agree that it is undesirable for our companies to make simultaneous use of “the real thing” in connection with our respective products. There will always be likelihood of confusion as to the source or sponsorship of the goods, and the use by such prominent companies would dilute the distinctiveness of the trade slogan and diminish its effectiveness and value as an advertising and merchandising tool.
“It's the Real Thing” was first used in advertising for Coca-Cola over twenty-seven years ago to refer to our product. 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. The line has appeared in advertising for Coca-Cola during succeeding years. For example, in 1954 we used “There's this about Coke--You Can't Beat the “Real Thing” in national advertising. We resumed national use of “It's the Real Thing” in the summer of 1969 and it is our main thrust for
Suggested Time: 40 minutes
The following letters constitute the complete correspondence between an executive of the Coca-Cola company and a representative of Grove Press. Read the letters carefully. Then write an essay analyzing the rhetorical strategies each writer uses to achieve his purpose and explaining which letter offers the more persuasive case.
Mr. R. W. Seaver March 25, 1970
Executive Vice President
Grove Press, Inc.
214 Mercer Street
New York, New York 10012
Dear Mr. Seaver:
Several people have called to our attention your advertisement for Diary of a Harlem Schoolteacher by Jim Haskins, which appeared in the New York Times March 3, 1970. The theme of the ad is “This book is like a weapon...it's the real thing.”
Since our company has made use of “It's the Real Thing” to advertise Coca-Cola long prior to the publication of the book, we are writing to ask you to stop using this theme or slogan in connection with the book.
We believe you will agree that it is undesirable for our companies to make simultaneous use of “the real thing” in connection with our respective products. There will always be likelihood of confusion as to the source or sponsorship of the goods, and the use by such prominent companies would dilute the distinctiveness of the trade slogan and diminish its effectiveness and value as an advertising and merchandising tool.
“It's the Real Thing” was first used in advertising for Coca-Cola over twenty-seven years ago to refer to our product. 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. The line has appeared in advertising for Coca-Cola during succeeding years. For example, in 1954 we used “There's this about Coke--You Can't Beat the “Real Thing” in national advertising. We resumed national use of “It's the Real Thing” in the summer of 1969 and it is our main thrust for