Coca-Cola advertisement
The essence of capitalism : the origins of our future
Humphrey McQueen.
Montreal ; New York : Black Rose Books, c2003.
The Essence of Capitalism is a timely account of globalization, the consumer culture, and the historical roots of our contemporary dilemmas. By tracking the 130-year history of Coca-Cola (and a number of other large American or transnational corporations), this book details all that is best, worst and most powerful about global capitalism. The book covers topics such as the creation of the idea of a corporation to having the status of person, how the money market works in the flow of capital, the effect of marketing and advertising on consumer tastes, and how free trade really becomes oligopoly. By presenting a frightening set of examples, McQueen even joins the debate over what constitutes human nature when he demonstrates how corporations are creating a second nature by altering our needs, whether through the saturation of food with sweeteners or through genetic manipulation. Book jacket.
The sparkling story of coca-cola : an entertaining history including collectibles, coke lore, and calendar girls
by Gyvel Young-Witzel and Michael Karl Witzel.
Stillwater, MN : Voyageur Press, c2002.
Coca-Cola is perhaps the most recognizable product in the world. The Sparkling Story of Coca-Cola, a compendium of America's favorite soft drink, is an entertaining account of the product that helped define the term "pop culture." It's now available at a lower retail price of $19.95. A well-known Americana/nostalgia author team covers the history of Coke's distinctive flavor, the fight for control of the formula, the early days of advertising, legal battles, the introduction of vending machines, and the huge demand spurred on by baby boomers.
For God, country, and Coca-Cola : the definitive history of the great American soft drink and the company that makes it
Mark Pendergrast.
New York : Basic Books, c2000.
For God, Country and Coca-Cola is the unauthorized history of the great American soft drink and the company that makes it. From its origins as a patent medicine in Reconstruction Atlanta through its rise as the dominant consumer beverage of the American century, the story of Coke is as unique, tasty, and effervescent as the drink itself. With vivid portraits of the entrepreneurs who founded the company -- and of the colorful cast of hustlers, swindlers, ad men, and con men who have made Coca-Cola the most recognized trademark in the world -- this is business history at its best: in fact, "The Real Thing".
Coca-Cola : a history in photographs 1930 through 1969 : photo archive : photographs from the Archive Department of the Coca-Cola Company
Howard L. Applegate.
Osceola, Wis. : Iconografix, c1996.
A photographic history of the worlds most recognized company profiled in black & white photographs from the archives of the Coca-Cola Company. Filled with nostalgic photographs of billboards, signs, bottling trucks, store fronts, soda fountains, bottling plants and more. The years of the depression, WWII, the 50s, and the space age are all reflected in this impressive photographic collection. Sftbd., 10 3-8x 8 1/2, 128 pgs., 120 b&w ill.

The Coca-Cola trademark has been recognized in the marketplace since 1886. This world-known logo has had an impact on American culture. There are thousands of items bearing the logo that are very collectible and valuable. The advertisement pieces in the early years may not have had the advantages of today’s design resources, yet it showed creativity of what was available at the time.

Coca-Cola advertisements reflected the times. During the war playing cards and notepads would portray servicemen and women in uniform drinking a coke. Robert Woodruff, president of the company, announced, "We will see that every man in uniform gets a bottle of Coca-Cola for five cents where ever he is and whatever it costs."

Coke Slogans

It Satisfies
Drink Coca-Cola
Three million a day.
Where there's Coke there's hospitality
Have a Coke and a smile
Coke is it
Unity on the Coke side of Life

more slogans

Television made it possible to reach a broader audience so Coca-Cola not only made commercials with slogan campaigns, but sponsored TV shows such as holiday specials and cartoons. Radio jingles were sung by top artists like The Supremes, Moody Blues and Petula Clark so that you would hum or whistle your way to buy a "Delicious and Refreshing" drink - a Coca-Cola.

Coca-Cola made relationships with other companies such as fast food restaurants where they would only serve Coke products. There were clocks, lead glass lamps, serving trays, calendars and large cardboard cutouts for window displays. These were loaned out from the company to let you know where Coca-Cola was being served.

Article by: St. Louis Public Library staff