Serious Mood In Ira C. Herbert's Letter
Furthermore, Ira C. Herbert’s letter establishes a serious mood. For example, he justifies that, “... We are writing to ask you to stop using this theme or slogan in connection with the book” which is informing that the The Grove Press must stop using “their” slogan(6-7). Herbert implants a serious mood in the reader when he decides to not use any positive words and just gets to the main point of his letter. Another example would be him claiming that in 1952, Coca-Cola used “There’s this about Coke-You Can't beat the real thing”...” informing the Grove Press that Coca-Cola created the first idea that originated the slogan. In this situation Herbert serious mood is conveyed when he is straightforward and direct. This straightforward letter directed
towards Grove Press was intended to be a firm request and not to be taken as a joke.
Secondly, Richard Seaver’s response creates an amused mood in the reader. For example, when stating they would “be happy to give Coke the residual benefit of advertising” he implies that The Grove Press Committee is allowing Coca-Cola to use their book as a advertisement campaign(18-19). He also provokes amusement in the reader by stating they will “defend to the death” Coke’s right to use the slogan as if mocking their seriousness with the issue (31). This implies that the Coca-Cola does not truly own the slogan and The Grove Press has the right to use it. Seaver’s response was more persuasive due to it's ability to have a amused mood.
towards Grove Press was intended to be a firm request and not to be taken as a joke.
Secondly, Richard Seaver’s response creates an amused mood in the reader. For example, when stating they would “be happy to give Coke the residual benefit of advertising” he implies that The Grove Press Committee is allowing Coca-Cola to use their book as a advertisement campaign(18-19). He also provokes amusement in the reader by stating they will “defend to the death” Coke’s right to use the slogan as if mocking their seriousness with the issue (31). This implies that the Coca-Cola does not truly own the slogan and The Grove Press has the right to use it. Seaver’s response was more persuasive due to it's ability to have a amused mood.