Required Postscript:

Parental Care:



Coke company present Santa and the bear in the same profile and pose. This allows the company to still have the effectiveness that using Santa carried but eliminating limiting factors of using santa has.

Coke company also reveal sense of parental care in using both mascots in its ads, arousing urge to buy from adult consumers.

Santa and baby polar bears, on the other hand, are directed more toward children.

Watters does not discuss the limitation that santa had. I would like to discuss and analyze more on that.

So far, I have secondary sources written by creator of Santa character for Coke, and illustrated history of Coke and the book "Coca-Cola and America," that vastly discuss Coke's advertising strategies. So these pictures fit perfectly with those sources. I plan on finding more secondary sources on purpose of animation and strategies for seasonal ads.

Strategy 1: Make your sources speak

Source used : Coca-Cola : An illustrated History - Watters

Watters writes of a interesting fact about Coca-Cola advertisement in one of his chapter, "Coca-Cola Advertising Strategies." He claims that Coca-Cola (advertisement) is an escape from reality, as he writes, "The concept was of relaxation, escape from reality" (Watters 228). He writes of three revealing strategies that Coca-Cola used, in the time of World War II, those of which led to its prosperity; Massengale approach, D'Arcy approach, and Santa Clause's on-time debut.

This is a quotation from the Massengale Approach section of the chapter:

"...elegant ladies and gentlemen on the beautifully printed posters... showing them most often drinking Coca-Cola in elegant surroundings, or playing at what in those days were rich people's sports - golf, tennis, and resort swimming ... if one spent a nickel for an ice-cold Coca-Cola, he or she was, during a brief pause, enjoying the same thing the rich and celebrated did" (Watters 218).

This is a quotation from D'Arcy Approach section of the chapter:

"...theme was maintained: Pleasant people in pleasant places doing pleasant things as a pleasant nation went pleasantly on its course. ... pretty girls and wholesome young men in the ads enjoyed themselves playing at games once reserved for the rich, including a very pretty girl wearing a discreetly daring tank bathing suit" (Watters 218-222)

This is a quotation about debut of Santa Clause:

"...Santa Clause smiling down from billboards, ho-ho-ho, saying "My hat's off to the Pause that Refreshes." Pleasant people in their pleasant homes had the "When You Entertain" booklets to make home even more pleasant" (Watters 223).
" Artist Haddon Sundblom's 1942 Santa Clause poster, allowing on-the-wing hint that World War II was going on" (Watters 223).

These quotations play a important role in my synthesis essay because now I know that Coca-Cola's largest ad strategy was to "pause" people from the crisis, World War II, and to "refresh." It is interesting to see what specific strategies they used, such as suggesting woman in a bathing suit, celebrities, and Santa Clause, because they all allow nervous at-war people to "pause, go refreshed."

Watters writes that the goal of Coca-Cola's ads was to "[promote] goals in the early years, easy to spot, such as making the drink a year-round habit ("Any time, anywhere," Thirst Knows No Season.")
However, he also suggests Santa Clause as effective way of advertising for Coca-Cola.
Therefore, I will be able to criticize his oxymoronic statement.

Extra Credit

During this helpful session, I learned how to critically analyze a secondary source. The source used was "Washington University: Real and hyperrreal Campus architecture favors faux over the original," by David Bonetti. Teachers running this session gave us a handout that has five aspects regarding analyzing the secondary source. They were "the author," "the rhetorical situation," "the claims," the evidence," and "the assumptions." Carefully applying these five aspects to the particular secondary source used, I gained an insight into how to more effectively and critically analyze the secondary source. We analyzed every aspect given in a handout regarding this article that criticizes the hyperreality of building of the WashU campus. It was an interesting session that was very helpful in directing me, although my secondary source is not an article like this one.

Required Post : Secondary Sources Summary

I have three crudely chosen secondary sources:
1. Coca-Cola - An Illustrated History - Watters
2. The Coca-Cola Kid (DVD), starring Eric Roberts and Greta Scacchi (don't know whothey are :) 3. For God, Country, And Coca-Cola - Pandergrast

For the first secondary source, I have read the part "The Development of the
Distinctively Designed Coca-Cola Bottle." Very special and exclusive Coca-Cola
bottle is what lead Coca-Cola's "magic." At the time when Coca-Cola was inventing
its bottle, there existed many copies that tried to resemble Coca-Cola's bottle,
which at the time, was a generic straight bottle.
After a inner company feud regarding what color to use, which turned out to be amber
instead of clear, Coca-Cola Company finally got the specifications of the bottle
that is unique for Coca-Cola. The Company wanted "... a bottle which a person will
recognize as a Coca-Cola bottle even when he feels it int eh dark. The Coca-Cola
bottle should be so shaped that, even if broken, a person could tell at a glance
what it was" (Watters 83). How Coca-Cola Company got the special shape for its
bottle is very interesting. While finding the shape of Coca bean and Cola nut in
Britanica Encyclopedia, a company staff found out that, cacao bean, having similar
name to Coca bean, does have the bulged sides and ridges. This gave rise to the present Coca-Cola bottle. Following is a quote from happy, succesful members of Coca-Cola bottling family : "Put your hand around that - that old six-and-one-half-ounce bottle. You know what you've got in your hand. You get that aroma. There's nothing like it... (Watters 85).

I haven't watched this movie, but I believe it has something to do with boosting Coca-Cola sales in Austrailia's outback. This is a summary located on the back cover of the DVD.

"...is full of clever fun, lighthearted romance, and an enchanting Aussie-American charm! Ex-marine turned Coca-Cola marketing guru Becker (Roberts) is on a mission to boost sales in Australia when he discovers a dry spot in the outbak, where everyone is guzzling a homegrown brew - and not a drop of his company's cola! Determined to pop the top off his competitor, Becker tries to reason with the crafty soda maker but ends up falling for his free-spirited daughter (Scacchi) who really shakes things up. Will everything fizzle or end up in perfect harmony? The answer is a delightful blend of romance and comedy that's sure to refresh you!"