Group+9

= ﻿ Culture =



Culture is one of the defining factors in how each individual chooses to live his/her life. It is what we believe to be true. Culture is present in the way of life of a people in many forms, including material products (such as technology) and non-material﻿ characteristics (such as values, norms, language, and beliefs), (Lauer and Lauer, 2008) which can change depending on historical events, experiences in life and advancements in technology to name a few circumstances. Certain aspects of culture can become permanent depending on how it is taught and if it has been passed on from generation to generation as a form of identification. A national culture is often referred to as a society at a particular time and place. (Eitzen and Zinn, 2009) Groups that view their own culture as superior may strive to affect how individuals of other cultures are viewed and treated. Some groups want to assimilate with the main or western culture in hopes of being treated equally, which eventually results in the loss of a society’s culture.

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__References__

Lauer, R, & Lauer, J. (2008). //Social problems and the quality of life//. New York: McGraw Hill. Eitzen, D Stanley and Maxine Baca Zinn. (2009). Globalization: The Transformation of Social Worlds (Belmont, CA: Wadsworth Cengage Learning)

= Folk and Mass Culture =

Folk Culture is:
Definition: What is considered old and traditional versus what is new and trendy. Folk culture is the continuation of a cultures’ ideas and history through song, tale and art. Folk culture is the embodiment of a peoples way of life shown through the art, living structures, language, dance and song that reminds the current generation where they came from and what that means to their community. (Storey, 23-24).



Irish Folk Singers http://www.youtube.com/watch?v=Z_k2GG-H_RU&p=1E76797AB50D0E78&index=3

Geisha Dance: http://www.youtube.com/watch?v=rebiXeM7h50&feature=related

Documentary of American Folk music Part1 http://www.youtube.com/watch?v=qr5Oh-hjoYA Part2 http://www.youtube.com/watch?v=0_98O8nTico

Mass Culture is:




Definition: A set of cultural values and ideas that arise from common exposure of a population to the same cultural activities, communications media, music and art, etc. Mass culture becomes possible only with modern communications and electronic media. A mass culture is transmitted to individuals, rather than arising from people's daily interactions, and therefore lacks the distinctive content of cultures rooted in community and region. Mass culture tends to reproduce the liberal value of individualism and to foster a view of the citizen as consumer.(R Drislane. 2002). The symbols of mass culture are widely produced for a large population and are criticized because they perpetuate the idea of sameness. Mass culture is attacked because it threatens cultural standards and social authority, and/or because it depoliticizes the working class and retains obedience to the of capitalism. (Storey, 30)

__References__

R Drislane. (2002). MASS CULTURE. //Social science dictionary//. Retrieved (2010, September 9) from http://bitbucket.icaap.org/dict.pl?term=MASS%20CULTURE

Storey, John. (2003) Inventing Popular Culture. Malden, MA. Blackwell Publishing Ltd.

Digital Media's Effect on Kids & Learning http://www.youtube.com/watch?v=oYcWq_GYEN0

= Primary and Secondary Sources  =

Primary Source


To confirm a source as primary, one must consider:


 * 1) Content - What is the main idea?
 * 2) Citation - Who is the author/creator? When did they write or create material?
 * 3) Context - What was happening in the world during this time period?
 * 4) Connections - How are the connected to the event? What is the prior knowledge involved?
 * 5) Communication - Is there any bias in statements?
 * 6) Conclusion - Is the primary source confirmed?

A PRIMARY SOURCE is one that provides an artifact or first-hand information about a person or event. Often these sources are created at the time when the events or conditions are occurring, but PRIMARY SOURCES can also include autobiographies, memoirs, and oral histories recorded later. (Yale) It is the content of the PRIMARY SOURCE that is important, i.e., a photocopy of a document contains the same content as the original.

References //primary sources at Yale//. (2008). Retrieved from http://www.yale.edu/collections_collaborative/primarysources/primarysources.html

Secondary Source
A SECONDARY SOURCE is a secondhand account about people, events, topics or places that is based on what some other writer has experienced. Good examples of SECONDARY SOURCES are books, newspapers, pamphlets, encylopedias and other materials in which information has been gathered for you. The original material of a person is called a primary souce. When you use first-hand, eyewitness accounts to help you write a story, book, report or film, you are creating a SECONDARY SOURCE. References: //Secondary sources//. (2008, September 18). Retrieved from http://www.archives.state.al.us/activity/actvty06.html You are invited to watch this video for a helpful description of the differences between Primary and Secondary Sources:   http://www.youtube.com/watch?v=I4uaMfoVB0k

Hegemony




Reference://hegemony//. (2010). Retrieved from [] The social, cultural, ideological, or economic influence exerted by a dominant group. Hegemony can be described as the way the people who are at the top find ways to remain at the top and influence those at the bottom that that is their place. This could include but is not limited to politics, society, race, gender, and/or influential organizations. Example: You stop at a red light even when no one else is coming!

Example: The Police are always right!

<span style="background-color: #ffff00; color: #002bff; display: block; font-family: Arial,Helvetica,sans-serif; font-size: 130%; text-align: left;">Pop Art



 * <span style="font-family: arial,sans-serif; font-size: small; line-height: normal;">A school of art that emerged in the United Kingdom in the 1950s and became prevalent in the United States and the United Kingdom in the 1960s; it imitated the techniques of commercial art (as the soup cans of Andy Warhol) and the styles of popular culture and the mass media.
 * <span style="font-family: arial,sans-serif; font-size: small; line-height: normal;">Andy Warhol is one of the most famous pop art artist of his time and even till this day.
 * <span style="font-family: arial,sans-serif; font-size: small; line-height: normal;">Pop art is not considered high art. It is the art found in everyday advertisements and signs.
 * <span style="font-family: arial,sans-serif; font-size: small; line-height: normal;">Some believe designating pop art as "art" is a form of mocking the "common man" for believing he can obtain and understand "art".
 * Pop art can also be considered a movement in modern art that imitates the methods, styles, and themes of popular culture and mass media, such as comic strips, advertising, and science fiction
 * Pop art can also be considered a movement in modern art that imitates the methods, styles, and themes of popular culture and mass media, such as comic strips, advertising, and science fiction



Like the examples shown above, some critics like Harold Rosenberg described Pop art as being "Like a joke without humor, told over and over again until it begins to sound like a threat... Advertising art which advertises itself as art that hates advertising." (squidoo)

American Pop Artists


Robert Rauschenberg, Roy Lichtenstein, Andy Warhol

References:

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Artists photos from Creative Commons

=__**Guy Peellaert, the michael angelo of pop art**__=

Refrence: //Guy peellaert, the michelangelo of pop art//. (2008, November 22). Retrieved from []



=﻿ Test your Coca-Cola IQ: = =** ﻿ **= = [] =




 * 1886: invented by John Stith Pemberton in Atlanta, Georgie on May 8
 * 1886: only sold 9 drinks per day on average
 * 1887: bought by Asa Candler for $2,300
 * 1887: Candler gave out coupons for complimentary first tastes to hook people
 * 1893: Candler uses aggressive forms of advertising: in newspapers, billboards, and radio
 * 1894: Joseph Biedenharm business man was the first to put Coca-Cola into bottles
 * 1916: Contour Bottle designed by Root Glass Co. for attractive appearance, original design and could be identified in the dark
 * 1923: Development of the 6 bottle carton; makes it more portable and easier to take home for consumers
 * 1928: Robert Woodruff become President of Coca-Cola and introduces it to the Olympic Games in Amsterdam
 * 1943: became the support behind World War II; five cents a Coke for every man in uniform
 * 1982: New Coke...then Coke Classic
 * 1982: Diet Coke created with artificial sweeteners

= Coca - Cola Jingles  =

Two of the most memorable Jingles that have helped to define the Coca-Cola brand. " Things go better with coke" 1963 " I'd like to buy a world a coke" 1971 Many other jingles have been done after that have made the coca cola brand part of pop culture all around the world.


 * 1975—Look Up America
 * 1976—Coke Adds Life”
 * 1979—Have a Coke and a Smile
 * 1982—Coke Is It!
 * 1985—We’ve Got A Taste For You
 * 1986—Catch The Wave – Red White & You
 * 1989—Can’t Beat The Feeling
 * 1990—Can’t Beat The Real Thing
 * 1993—Always Coca-Cola
 * 1993—Taste It All
 * 2000—Coca-Cola Enjoy
 * 2001—Life Tastes Good
 * 2002—All the world loves a Coke

The following examples help show how Coca Cola Jingles influenced pop culture.

= Coca-Cola Marketing =

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 * Coca-Cola works at catching the attention of their customers by advertising in ways that will relate to the group they are marketing. Their purpose to bring "happiness" to its customers is shown in the above video as each person leaves happy, smiling, and making friends.

<span style="background-color: #ff0000; color: #ffffff; font-family: 'Arial Black',Gadget,sans-serif;">Coca Cola Marketing-Other Countr ies
selena commercial China commercial japan commercial India commercial german commercial
 * Just like in the US, Coca-Cola uses many famous stars from other countries to help advertise their product to that population. They therefore are hoping that many people will relate to this "celebrity" and go out to buy the product to be more like that person

[[image:cocacolaads6.jpg width="270" height="360"]] China [[image:cocacolaads13.jpg width="270" height="341"]]Siberia [[image:201007_31_coca-cola.jpg width="350" height="250"]]Dutch
> Coke then researched 40,000 Chinese characters and found a close phonetic equivalent: Ko-Kou-Ko-Le, which can be roughly translated as "happiness in the mouth." >
 * Coca-Cola is sold in over 200 countries worldwide!
 * Problem: Coca-Cola doesn't adapt that far into each countries cultures. It mainly carries one message: happiness.
 * When Coca Cola was first introduced into China they named it Ke-Kou-Ke-La. Unfortunately, the Coke company did not discover until after thousands of signs had been printed that the phrase means "bite the wax tadpole" or "female horse stuffed with wax", depending on the dialect.

= The Folk Art and Pop Art of Coca-Cola  =

The following presentation takes a look at how the Coca-Cola product has influenced the art world.

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References:
//<span style="font-family: 'Arial','sans-serif'; font-size: 10pt; line-height: 115%;">10 greatest jingles //<span style="font-family: 'Arial','sans-serif'; font-size: 10pt; line-height: 115%;">. (2010, July 2). Retrieved from [] //<span style="font-family: 'Arial','sans-serif'; font-size: 10pt; line-height: 115%;">Aretha franklin - 4 x coca-cola jingles //<span style="font-family: 'Arial','sans-serif'; font-size: 10pt; line-height: 115%;">. (2010, may 9). Retrieved from [] <span style="font-family: 'Arial','sans-serif'; font-size: 10pt; line-height: 115%; margin: 0in 0in 10pt;">Coca-Cola Company (2010) //<span style="font-family: 'Arial','sans-serif';">Collectors Corner //. Retrived from [] <span style="font-family: 'Arial','sans-serif'; font-size: 10pt; line-height: 115%; margin: 0in 0in 10pt;">Coca-Cola Company, Initials. (2006). //<span style="font-family: 'Arial','sans-serif';">Test your coke iq //. Retrieved from []. <span style="font-family: 'Arial','sans-serif'; font-size: 10pt; line-height: 115%; margin: 0in 0in 10pt;">Coca-Cola Company. (2006). //<span style="font-family: 'Arial','sans-serif';">The coca-cola company heritage timeline //. Retrieved from []. // Coca-Cola Happiness Machine //. (2010, January). Retrieved from [] Coca-Cola Presentation. (2010, July). Retrieved from [] //<span style="font-family: 'Arial','sans-serif'; font-size: 10pt; line-height: 115%;">Coca-cola slogans, taglines, and jingles //<span style="font-family: 'Arial','sans-serif'; font-size: 10pt; line-height: 115%;">. (2005, December 10). Retrieved from []

<span style="font-family: 'Arial','sans-serif'; font-size: 10pt; line-height: 115%; margin: 0in 0in 10pt;">//<span style="font-family: 'Arial','sans-serif';">Flotando en un colchón de aigre //. (2008, January 19). Retrieved from []

<span style="font-family: 'Arial','sans-serif'; font-size: 10pt; line-height: 115%; margin: 0in 0in 10pt;">History of Things. (2009). History of Coca-Cola. //<span style="font-family: 'Arial','sans-serif';">The History of Things //, Retrieved from [].

<span style="font-family: 'Arial','sans-serif'; font-size: 10pt; line-height: 115%; margin: 0in 0in 10pt;">//<span style="font-family: 'Arial','sans-serif';">I'd like to buy the world a coke commercial - 1971 //. (2009, august 27). Retrieved from []

May, Clifford D. (1988, July 1). How coca-cola obtains its coca. //The New York Time.// <span style="color: blue; font-family: 'Arial','sans-serif'; font-size: 10pt; line-height: 115%;">[|http://www.nytimes.com/1988/07/01/business/how coca-cola-obtains-its-coca.html?pagewanted=3].

Mistakes in Advertising. Retrieved from []

Pearce, David. (1998). John Stith Pemberton. (1998). //The good drug guide//. [].

<span style="font-family: 'Arial','sans-serif'; font-size: 10pt; line-height: 115%; margin: 0in 0in 10pt;">//<span style="font-family: 'Arial','sans-serif';">Plain or pan? //. (2009, October 19). Retrieved from []

Storey, J. (2003). //Inventing popular culture//. Malden, MA: Blackwell Publishing.



A Coca-Cola Retrospective: <span style="display: block; line-height: normal; margin: 0in 0in 10pt -0.25in; text-align: center; text-indent: 0.25in;"> How Coca-Cola impacted Business, Culture and Art

<span style="display: block; line-height: normal; margin: 0in 0in 10pt -0.25in; text-align: center; text-indent: 0.25in;"> Kelsey Jewasko, Elise Huskey <span style="display: block; line-height: normal; margin: 0in 0in 10pt -0.25in; text-align: center; text-indent: 0.25in;"> Bridget Bonard, Gabriela Carrizales <span style="display: block; line-height: normal; margin: 0in 0in 10pt -0.25in; text-align: center; text-indent: 0.25in;"> Anne Powell, Terry Fonseca

<span style="display: block; line-height: normal; margin: 0in 0in 10pt -0.25in; text-align: center; text-indent: 0.25in;"> IDS 3123 <span style="display: block; line-height: normal; margin: 0in 0in 10pt -0.25in; text-align: center; text-indent: 0.25in;"> University of Texas at San Antonio

<span style="display: block; line-height: normal; margin: 0in 0in 10pt -0.25in; text-align: center; text-indent: 0.25in;"> A Coca-Cola Retrospective: <span style="display: block; line-height: normal; margin: 0in 0in 10pt -0.25in; text-align: center; text-indent: 0.25in;"> How Coca-Cola impacted Business, Culture and Art

** The World is Introduced to Coca-Cola ** Backyard picnics, Santa Clause smiling at children, friends chatting, the Olympic Games, and baseball games all have one thing in common, Coca-Cola. It is a universal icon of America symbolizing a carefree lifestyle and is recognized all over the world as the face of numerous advertisements. Coca-Cola was created in Atlanta, Georgia on May 8, 1886 by a local pharmacist named John Stith Pemberton. Pemberton wanted Coca-Cola to be a special drink that would not only be the perfect drink, but also the ultimate medicine. The original flavor of Coca-Cola carried a unique ingredient to make it different than the rest, coca leaf. This leaf is a type of cocaine. The reason Pemberton used this cocaine plant was because he said it acted as “a stimulant, aid[ed] digestion, an aphrodisiac, and a life extender accordingly.” <span style="font-family: 'Times New Roman','serif'; font-size: 12pt; line-height: 200%;">(Pearce, 1998 ). The first drink also contained wine and was called “Pemberton’s French Wine Coca.” Within a year this was changed and the wine was taken out and replaced with cola nuts, which contains a lot of caffeine. Pemberton mixed oils in for the loss of the wine, but it was too bitter tasting in his opinion. He decided to add sugar to cancel out the bitter taste and a little bit of citric acid. Pemberton was now ready for America to be changed by the taste of his new concoction. Coca-Cola was first sold for five cents in Pemberton’s friends’ pharmacy, where Frank Robinson, Pemberton’s bookkeeper gave it the name “Coca-Cola,” which stemmed from the use of the coca leaf and cola nuts. He designed the logo in the script that can still be recognized today. This fountain drink was not as convenient as it is in the present nor was it a huge success at first. In order to buy a glass, you had to buy the syrup and mix it with carbonated water. It was not pre-made or bottled and sales only averaged nine glasses a day. The company did not even make enough to cover its original fees. In 1887, Asa Candler saw the potential of this product and bought the formula from Pemberton for $2,300. Candler jumpstarted Coca-Cola’s way to fame through advertising. He started by handing out coupons for complimentary tastes. This convinced many people to give Coca-Cola a try. When people weren’t drinking it, they were seeing Coca-Cola advertised all over America. Candler was creating Coke’s iconic image by putting it on billboards, in newspapers, and advertising on the radio. After the first year of poor sales, the demand for Coca-Cola skyrocketed. Candler opened a syrup plant in Dallas, Texas second to the original plant in Atlanta; this led to the opening of two more plants in Chicago, Illinois and Los Angeles, California. Coca-Cola was rapidly growing and it was becoming a well-known, recognizable figure to consumers. Coke’s logo began to appear on everything. As a direct result of Candler’ marketing strategy, people were beginning to see the logo on clocks, calendars, and even on urns. At the turn of century, Coca-Cola changed its ingredients and eliminated the “special formula.” The coca leaf was no longer used in the same way. The cocaine from the coal leaf was removed. Because this ingredient was still used in the new formula for Coke, people began to question the actual removal of cocaine. In a //New York Times// article titled “How Coca-Cola Obtains its Coca,” Randy Donaldson, a spokesperson for the Coca-Cola headquarters in Atlanta said, “Ingredients from the coca leaf are used, but there is no cocaine in it and it is all tightly overseen by regulatory authorities.” <span style="font-family: 'Times New Roman','serif'; font-size: 12pt; line-height: 200%;">(May, 1988) They said that they tried to change the drink as little as possible because they did not want to risk losing their loyal drinkers. Coca-Cola representatives said that they used a “spent” coca leaf instead of the full leaf. This is a process the leaf undergoes where the cocaine is extracted from the leaf. The remaining leaf is used to flavor Coca-Cola. It still contains high amounts of caffeine from the cola nuts and water, high-fructose corn syrup and or sucrose, caramel color, and phosphoric acid. However, the combination of cinnamon and vanilla account for a lot of the unique taste of Coke according to Coca-Cola headquarters. There is a lot of dispute regarding the actual ingredients that produce Coca-Cola. The special recipe for Coca-Cola is locked in a vault in an Atlanta, Georgia bank kept from the public’s access. In 1916, Coca-Cola made an even larger transition. Candler made it possible for Coca-Cola to enter the home life of Americans. A bottle was designed to make Coca-Cola portable and the six-bottle carton was also created in 1928 by Robert Woodruff who spent sixty years as the president of the company. The bottle was devised to have an attractive appearance, which became an iconic symbol of its own. The design created by the Root Glass Company was made so that Coca-Cola could be identified even in the dark. After this, it was being bottled and sold throughout the United States. Many companies were desperately trying to imitate Coca-Cola because they saw its potential to have great success. Along with the distinctive shape of the bottle, came the slogans telling the public to “Demand the Genuine” and “Accept No Substitute.” The carton also made Coca-Cola the only kind of drink that could be taken home. It was one of the most powerful tools to hook consumers because they could carry bottles of Coca-Cola home in the six-bottle carton. This made the love for Coca-Cola grow. <span style="color: #404040; font-family: Calibri; line-height: 200%; margin: 0in 0in 0pt; text-indent: 0.5in;">During the Woodruff era of Coca Cola, business was booming. Coca Cola was traveling all over the world attracting new consumers. The company followed the USA to the Amsterdam Olympics and was featured on racing dog sleds in Canada. During WWII when men and women were sent overseas, Dwight Eisenhower urged the company to send materials for 10 bottling plants so the soldiers could enjoy the soft drink. As the company made Coca-Cola available to those serving overseas, at home every man or woman in uniform could buy a coke for five cents; Woodruff didn’t care how much it would cost the company. These events helped Coca-Cola begin selling in Cambodia, Montserrat, Paraguay, Macau, Turkey and many more countries around the globe. <span style="color: #404040; font-family: Calibri; line-height: 200%; margin: 0in 0in 0pt; text-indent: 0.5in;">Even though Coca-Cola has been one of the most successful businesses known, it too has had its marketing blunders. In April of 1985 the company decided to take a big risk and changed the recipe of the Coca Cola soft drink, naming it “New Coke”. This was the first formula change in 99 years. Roberto Goizueta described the decision as an “intelligent risk” and that it sent a message to everyone that Coca-Cola was willing to do anything to build value for the owners of the business. As confident in the change as the company was, it became more than obvious that the consumers weren’t overjoyed with the new concoction. The company and chief executive, Roberto Goizueta, received an average of 400 calls to the customer hotline a day. <span style="color: #404040; font-family: Calibri; line-height: 200%; margin: 0in 0in 0pt; text-indent: 0.5in;">However, after New Coke was put on the shelves the calls increased to 1,500 calls a day and letters of disappointment and disgust were pouring in. Goizueta received insulting letters that were addressed to “Chief Dodo.” Even the security guards were being blamed for the company mistake. The people loyal to Classic Coke panicked and bought as many cokes as they could carry, stocking up to preserve their favorite drink. A man from San Antonio went out and bought $1,000 worth of Coca-Cola. Finally giving in to what the consumers wanted, the company put Classic Coke back on the shelves a few months after New Coke was released. Those who hoarded Coke in their basement had the freedom to drink Classic Coke whenever they wanted, no longer having to ration the soda. After this eye opening event, the company realized how much their product meant to its customers. ** Advertising Jingles ** A jingle is a short tune used in advertising and other commercial uses. A jingle contains one or more hooks and lyrics that explicitly promote a product being advertised, this is usually done through the use of one or more advertising slogans. Advertisers use jingles primarily in radio and television commercials; they can also be used in a non-advertising context to establish or maintain a brand image. As an example, a disk jockey at a music radio station or chain of stations may sing a jingle for station identification purposes. Because of strict advertising rules in the 1930’s advertisers were not allowed to advertise directly during primetime. Advertisers though, found a loophole. Jingles were the answer because they could mention company or product without doing it directly. Jingles could also do wonders for a business. Jingles could save a dying company, introduce a new item to a broader audience, and rejuvenate a lackluster product. As radio audiences grew, advertisers had to convince the population of the superiority of a product, a product that the audience could not see. For this purpose Jingles were perfect. You always seem to remember jingles even though it has been years since they were last heard. Coca-Cola began utilizing jingles in the early 1960’s. Their first Jingle “things go better with Coca-Cola” was done by the Limeliters. The jingle was aired in 1963 during Christmas. Since then, Coca-Cola has spent billions of dollars coming up with different jingles for their advertising. “I’d like to buy the world a Coke” is one of the most memorable jingles that have helped to define the Coca-Cola brand. The Jingle “I’d like to buy the world a Coke” was thought up by advertiser Bill Backer. As Backer was sitting at a coffee shop in Ireland, he realized a group of irate customers he had seen earlier, were now drinking their coffee happily. He decided that his new jingle had to be one in which consumers did not just drink Coca-Cola to refresh their thirst, but they should also drink it when sharing a moment together. It would be a subtle way of saying "Let's keep each other company for a little while." Mr. Backer knew that this feeling would be universal around the world. When the jingle was advertised in the United States, the audience was not receptive. They did not care for the jingle. Despite this, Mr. Backer pushed for a commercial on TV to be done along with the Jingle. The jingle was an instant success after that. The other jingle, “Things go better with Coca-Cola” helped the company establish itself in pop culture all around the world. They were able to reinforce this through singers like The Bee Gees, The Supremes, and Aretha Franklin. When you heard the jingle “Things go better with Coke” from a familiar voice, you knew that it meant everything you do in everyday life was done better if you were drinking a coke. The Coca-Cola Company knew this would be a feeling shared around the world. The Company continued to use pop artists of the time to sing this jingle and others. ** Coca Cola Marketing in the U.S. ** <span style="color: #404040; font-family: Calibri; line-height: 200%; margin: 0in 0in 0pt; text-indent: 0.5in;">“The foodservice industry is an evolving world. Every day new restaurant concepts open, new items appear on the menu, and new consumers walk through the door with their own individual wants and expectations. As the leading beverage supplier for the foodservice industry, our customers turn to us to provide the products, programs, packaging and marketing support that are in tune with the ever-changing playing field of foodservice.” (Coca-Cola Website) <span style="color: #404040; font-family: Calibri; line-height: 200%; margin: 0in 0in 0pt; text-indent: 0.5in;">Perhaps one of the most important aspects of the Coca-Cola industry is the way that they market their product. It is understandable that the taste of the product is of huge importance but it is the way that it is marketed that will determine if people will buy it or not. Throughout Coca-Cola’s existence it has learned that it is important that they advertise differently depending on what age group they are trying to sell the product to. Let’s say, for example, it is Super Bowl time and Coca-Cola would like to be one of the main choices when it comes to the beverages the fans will be using the day of the game. Well, it cannot simply rely on its past popularity, it must market football, unity, and of course happiness. The Coca-Cola boxes will have something related to the event and there will be deals at stores so that individuals could buy more of the product. So instead of buying a package for $4.99, there is an opportunity to buy 3 packages for 10 dollars. Who would pass up that deal? The same circumstances occur during holidays and other sporting events like the World Cup or Olympics. <span style="color: #404040; font-family: 'Calibri','sans-serif'; font-size: 11pt; line-height: 200%; margin: 0in 0in 0pt; tabstops: .5in; text-indent: 0.5in;">Currently Coca-Cola offers a variety of ‘differences’ that other soft drink industries do not. It currently offers customers a choice of choosing from 12 different brands of soft drinks through a dispenser that allows the mixing of these different beverages according to individual tastes. Coca-Cola also offers the option for its customers to visit their website and find out what kind of drinks would suit the type of food they are planning to eat. And on a more interesting note, Coca-Cola offers the chance for individuals to make their own soft drink. Coca-Cola states that they “continue to develop beverages, programs and promotions to meet specific customer needs, such as the successful custom milkshake, crew training and marketing materials.” Coca-Cola markets to its customers in a way that allows the customer to feel as if they are in control of the beverage and that they are the reason it functions. <span style="color: #404040; font-family: 'Calibri','sans-serif'; font-size: 11pt; line-height: 200%; margin: 0in 0in 0pt; tabstops: .5in; text-indent: 0.5in;">The Coca-Cola industry has remained on top because it has done a fabulous job of maintaining customer’s interest and targeting marketing towards aspects of life that will bring communities together and allow them to feel empowered. Society has fallen under the hegemonic spell of the Coca-Cola Company, because in the United States and internationally, everyone knows that a Coca-Cola will bring you “happiness.” <span style="color: #404040; font-family: 'Calibri','sans-serif'; font-size: 11pt; line-height: 200%; margin: 0in 0in 0pt; tabstops: .5in; text-indent: 0.5in;">**Coca-Cola Marketing Outside the U.S.** <span style="font-family: 'Calibri','sans-serif'; font-size: 11pt; line-height: 200%; margin: 0in 0in 0pt; tabstops: .5in; text-indent: 0.5in;">Advertising in different countries around the world is a lot different than the advertising in the United States. Part of what has set Coca-Cola apart from its competition in China is that it was the first company to distribute its soda product overseas. Therefore, by being the first company to distribute its beverage worldwide definitely created an advantage over their competition. <span style="font-family: 'Calibri','sans-serif'; font-size: 11pt; line-height: 200%; margin: 0in 0in 0pt; tabstops: .5in; text-indent: 0.5in;">Coca-Cola has also had plenty of time to implement its “think local, act local” (China Business Review) approach. Asian culture is a perfect example of this ideology because of the diversity of cultures and income levels. Therefore, the company has encouraged regional offices to grow and have the ability to approve local initiatives. Another example of a country where Coca-Cola dominates the soda industry is India. Although the company left the country in 1977, it later decided to come back and in 1993 and has since become the top soda seller. <span style="font-family: 'Calibri','sans-serif'; font-size: 11pt; line-height: 200%; margin: 0in 0in 0pt; tabstops: .5in; text-indent: 0.5in;">Although there are many differences in marketing, one of the similarities involves using popular stars in their advertising. One example is a commercial in China that features Liu Xiang (an athlete) and Will Pan (a DJ) fighting over whom will get the last coke that was in the refrigerator. (You Tube) The company uses these stars as a symbol for the rest of the population to relate to, thereby reinforcing the idea that you can be more like these idols if you drink the Coca-Cola product. ** The Art of Coca-Cola ** It is well known that the Coca-Cola brand is recognized world-wide due to marketing and consumer taste preference. But what effect has the product had on the art world? Why have early Coca-Cola advertisements, store displays and vending machines become popular collector’s items? The appeal of the brand logo is certain, but what is it about the Coca-Cola logo that drives individuals to own items emblazoned with it and even go so far as collecting the actual bottles or wearing the logo on a shirt? Have artists fallen under the same spell of the logo design as other individuals by reproducing the image in their art? The Coca-Cola logo was created in 1885 by the inventor’s bookkeeper, Frank Mason Robinson, who came up with the name and wrote it out in its recognizable script form. To spread the word about the beverage, giveaway items were produced bearing the logo. Today, these folk art items are among the most collectible bearing the company’s logo. Through this entertaining pursuit, lifelong friendships are formed and cultural barriers are overcome, according to the Coca-Cola Company. (The Coca-Cola Company) When individuals began collecting these pieces, it is as if they were mimicking pop-artists in appreciating the graphic qualities of the advertisements and availability of the beverage. Why do pop-artists depict consumables in their art? What is the purpose of portraying mass-marketed items in pop art? According to Andy Warhol, everybody gets the same coke. (Good Reads) Many pop artists started as commercial artists and possibly thought that the art they produced for advertisements was just as relevant as any other art. But as individuals acquired pop art that was influenced by a mass culture, critics believed they were exemplifying the very idea that the common man is unable to appreciate high art. (Storey, 2003) In this case, Coca-Cola is every man’s beverage and everyman’s art. One interesting outcome of the art from cola advertising is the image most of the world considers to be Santa Claus. Coca-Cola artist Haddon Sundblom was inspired by a Santa image drawn during the Civil War by a cartoonist named Thomas Nast (The Coca-Cola Company). Before the cola image became popular, Santa was often portrayed as an elf in various shapes and sizes and dressed in regional clothing. The well-rounded Santa in a red jacket has been seen in Coca-Cola products since the 1931. Thereby, a concept that had been entrenched in cultures throughout the world was given a widely accepted appearance through the advertisements of Coca-Cola. Norman Rockwell produced many original paintings for advertisements that today are quite valuable. Other famous illustrators hired by the company include N. C. Wyeth, Gil Elvgren, Frederick Mizen and Frederic Stanly. (Antiques and The Arts) A soft drink has influenced the beverage world and interestingly the art world too!

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