Annotated Bibliography On Rottenberg

In Richard Seaver’s response to the Coca Cola executive, Ira C. Herbert, he replies in a tranquil manner as if he has no worry of losing the right to the use of the slogan. Grove Press respectfully acknowledges its understanding of Coca Cola’s concern, but state that “by a vote of seven to six” the continued use of the slogan had been decided (lines 17). Throughout the first half of his letter, Seaver repetitively reassures the Coca Cola Company that Grove Press wishes NOT to steal the slogan but rather share it. This repetition is essential to Seaver’s argument as it creates a sense of trust for the reader. Seaver also exemplifies Grove Press’ reasoning through the suggestion that “sales personnel make sure that what the consumer wants is

He maintains a conscious naivety by using derisive underlying sarcasm masked by tactful verbal articulation in response to the authoritative and condescending tone of Herbert's letter, which allows for a persuasive and entertaining argument. Though Seaver uses humor to establish his purpose, he maintains the mutual respect between the two parties, despite him believing the conflict to be childlike and absurd. Since Herbert’s argument can be interpreted in multiple ways, Seaver attacks a fallacious interpretation of Herbert’s argument: the reason he is against the two companies using the same slogan is because consumers will be unable to tell the physical difference between a book and a beverage. Seaver says that “in order to avoid confusion between the respective products due to the slogan, each sales personnel is to make sure that what the customer wants is the book, rather than a Coke,” and adds that he fears “those who read (his) ad may well tend to go out and buy a Coke rather than (his) book.” Seaver also recognizes that Herbert cannot use the threat of the law and therefore ironically mentions his “strong sentiments concerning the First Amendment” and willingness to “defend to the death” Herbert’s right to use the slogan, even though his response was intended to regard his own rights.

Covergirl Claims Many companies use empty or non specific words in their advertisements to make consumers believe claims that are not really present in their advertisements. William Lutz explores these "weasel words" in his essay and examines how companies use these words and accompanying media in order to mislead unsuspecting consumers (Lutz 569). Covergirl's advertisements for its Super Sizer Fibers mascara is a perfect example of Lutz's ideas. In their advertisements for the Super Sizer Fibers mascara, Covergirl clearly uses ambiguous words and phrases coupled with deceiving media to make misleading or empty claims about its product. Covergirl's commercial for the Super Sizer Fibers mascara stars the young actress, Zendaya, and features

Seaver, executive vice president of the Grove Press, proposes his thoughts on what Mr. Herbert addressed by using hyperbole and understatement in order to imply how they won’t use the slogan “It’s a real thing” any more. Mr. Seaver mentions how he will help Coca-Cola with their ownership of the slogan by explaining that they will ¨defend to the death your right to use ‘It’s a real thing’ in any advertising you care to¨ (Dear Coca-Cola, Mr. Seaver). Although he is giving his aid to Coca-Cola for the use of the slogan. When he says that they will “defend to the death” he is using a hyperbole in order to make the solution and his proposal seem helpful, when in reality, it seems as if he were expressing it as a joke. His argument might seem as a friendly offer, but Mr. Seaver makes it seem as if he doesn’t care about the importance of the discussion on the ownership of the slogan, which diminishes his credibility and reputation from the work status that he has.

In an article from, in The Onion the author uses a satirical strategy to criticize the advertisement industry.the Article expresses this criticism towards marketing through the dramatic diction used, parodying of commercials, and through the use of phrasing. It uses these to send a message of the flaws of marketing and the ridiculous information it often presents through the fabricated commercial of shoe soles. The article uses mocking diction to criticize marketing techniques used to present its product. The article does this with lines like “ The earth's natural vibrational rate of 32.80 kilo Frankel”(48).

In “What We Are to Advertisers” and “Men’s Men and Women’s Women” both Twitchell and Craig reveal how advertisers utilize stereotypes to manipulate and persuade consumers into purchasing their products. Companies label their audience and advertise to them accordingly. Using reliable sources such as Stanford Research Institute, companies are able to use the data to their advantage to help market their products to a specific demographic. Craig and Twitchell give examples of this ploy in action by revealing how companies use “positioning” to advertise the same product to two demographics to earn more profit. Craig delves more into the advertisers ' plan by exposing the science behind commercials.

The art of deception William D. Lutz is an American linguist who specialized in the use of plain language and the avoidance of doublespeak. In the article ‘Empty Eggs: The Doublespeak of Weasel Words’, the author describes, how these days, are flooded ads in magazines, in newspapers,on the forums or websites in internet ,on TV or on billboards. Lots of these advertising claims for the products sound concrete, specific, and objective. However, William Lutz, in this topic points out that these attractive claims are weasel words, that is, these words meanings nothing but increased profits.

The mock article from The Onion expresses the gullibility of the consumer to believe whatever he or she is presented with and the laziness for never questioning it. The Onion emphasizes such features in an indirect way, by exaggerating the techniques used by marketer such as, appealing to false authority, using Orwellian language and logical fallacies. This creates a humorous article, which exposes a serious point The Onion tries, and succeeds, in making about the modern consumer: he is being controlled by the advertisements he sees. The first sentence in The Onion’s article clearly states marketers use of untrustworthy techniques to sell their products; “ MagnaSoles shoe inserts, which stimulate and soothe the wearer’s feet using no fewer than five forms of pseudoscience."

Ikea’s advert, “Every home should be a haven” is very strong in pathos, but lacking in both ethos and logos. It has been stated that improper use of the rhetorical triangle can negatively affect an argument. Christof states, “interpreters are divided on the questions of whether Aristotle’s Rhetoric is meant to be used for good and bad purposes alike or whether it is specifically tailored to implementing the good and virtuous goals [described] in Aristotle’s ethical and political writings.” Helping describe how audiences will often be in charge of interpreting an argument, in this case an advertisement, for themselves through the use of rhetoric. Analyzing its underlying meanings and how it affects them internally.

The author’s tone is pretentious. He sounds this way by listing all the the times Coca-Cola used the slogan, “It’s the Real Thing.”. This informs Seaver that Coca-Cola used the slogan in the past, and

Her strategies enable the reader to feel and imagine the position that she is in, and this allows them to efficiently understand her argument. However, she does not demand the reader to hate advertisements, but allows them to draw conclusions on how effective they can be. While also stating her argument, she allows the reader to show sympathy and desire to her children in this “experiment” by thoroughly writing in an engaging and humorous tone. Steingraber finalizes her argument by counter-arguing that leaves the reader to believe this experiment was a “success”. Because of Steinbarger’s rhetorical devices, readers are able to grasp the idea of what advertisements can do to a person’s perception.

Do companies create consumer demand or simply try to meet customers’ needs? I believe advertising shapes as well as mirrors society. A case in point, advertisements can shape society's perception of ‘beauty." For instance, in magazines and movies, quite often young girls strive to look-like and emulate the digitally enhanced images of women in magazines. As such, some critics argue that advertising abuses its influence on children and teenagers in particular, amongst others.

In this paper, I will be evaluating the following rhetorical techniques: advertisement populum, product legitimization, extreme sentiments,

Advertisements are everywhere, on television, radio, social media, billboards, magazines, and even on yearbooks. On the other hand, would it not be nice if every advertisement an individual saw, read, or heard were actually true? Like using Axe body spray really did attract women or eating Snickers truly made one satisfied in seconds? Yet, most of the time the advertisements that seem too good to be true, actually are. In fact, countless of ads are only slightly true and instead filled with many common errors in reasoning, known as logical fallacies, a sneaky marketing technique companies utilize to trick a consumer into giving them their undivided attention and money.

Introduction “The term ‘misleading advertisements, is an unlawful action taken by an advertiser, producer, dealer or manufacturer of a specific good or service to erroneously promote their product. Misleading advertising targets to convince customers into buying a product through the conveyance of deceiving or misleading articulations and statements. Misleading advertising is regarded as illegal in the United States and many other countries because the customer is given the indisputable and natural right to be aware and know of what product or service they are buying. As an outcome of this privilege, the consumer base is honored ‘truth in labeling’, which is an exact and reasonable conveyance of essential data to a forthcoming customer.”