A Historical Analysis of Coca-Cola Advertising: From its Inception to Modern Times - Prof., Apuntes de Historia de la publicidad

¡Descarga A Historical Analysis of Coca-Cola Advertising: From its Inception to Modern Times - Prof. y más Apuntes en PDF de Historia de la publicidad solo en Docsity! PORTFOLIO REVIEW :: The Modern History of Advertising While advertising is thousands of years old, it has come into its own only in the last 100 years, thanks to a growing pop- ulation hungry for goods and services and a rapidly changing technology that could make these products available. If we look back at the ad campaigns of 30, 50, 70, and even 100 years ago, we get a fascinating indication of how life was lived back then, and we can also see how the development of modern advertising parallels the devel- opment of our own standard of living. As British writer and diplomat Norman Douglas said in 1917, “You can tell the ideals of a nation by its advertisements.” • Study the array of historical ads in this Portfolio Review and consider how well each relates to the seven functions and effects of advertising discussed in this chapter. Coca-Cola was fi rst served at a small pharmacy in Atlanta in 1886. Coca-Cola’s inventor, John S. Pemberton, placed an ad in the Atlanta Journal proclaiming that the soft drink was “delicious and refreshing.” By 1904, when this ad was produced, Coca-Cola’s long history of successful campaigns was just getting under way. are29915_ch02.indd 36 2/14/07 2:23:29 PM 37 This full-color ad from 1916 would have been considered very modern at the time of publication. Note its inclination toward post-impressionism. Appearing in publications across the country, this 1930s print ad for Coca-Cola was one of the fi rst to incorporate Santa Claus. Interestingly, it was not until the mid- 19th century that Santa Claus began to be portrayed in this rotund, jolly manner, and in fact, artists working for Coca-Cola played a major role in popularizing the Santa Claus we know today. are29915_ch02.indd 37 2/14/07 2:23:43 PM