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The letters between Richard Seaver, a representative of the Grove Press, and IraHerbert, an executive of the Coca-Cola company, show a peaceful correspondence that ultimately leads to Seaver rejecting Herbert’s proposition. The writers both intertwine rhetorical appeals and opposing diction to make their pointsIn his proposition, Ira Herbert pleads the Grove Press to stop using Coca-Cola’s slogan “It’s the Real Thing.” Herbert uses calm, warm diction in hopes of getting Seaver to stop using the aforementioned slogan. Through Herbert’s use of such words as “appreciate” and “cooperation,” he anticipates that Seaver will discontinue using the slogan. However, Seaver does not share this feeling, as evidenced in his words “we will defend to the death our right to use ‘It’s the real thing’ in any advertising.” This use of semi-didactic diction by Seaver helps clearly state his point on this issue.Furthermore, both writers use ethical appeals to help persuade the other writer oftheir side. Herbert attempts to get Seaver to see his side, by trying to level with Seaver. Herbert states that the the Grove Press’s usage of the slogan would “dilute the distinctiveness of the trade slogan and diminish its effectiveness.” This is undesirable, which is why Herbert uses this appeal. Seaver, acknowledging Herbert, states that he “fully understands that the public might be confused.” Through this acknowledgment, Seaver recognizes what Herbert is requesting, and flat out ignores him and his request. Although both writers present their points with different diction and rhetorical appeals, one writer clearly is more persuasive. That writer, to me, is Richard Seaver. Seaver is stronger in his use of diction and rhetorical appeals, as well as his use of examples, such as how he incorporates the First Amendment into his argument. To conclude, both Ira Herbert and Richard Seaver use

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