Santa Claus in Coca-Cola's Advertisements

According to Roland Bates' s "structural myths" theory, the myth is "sort of speech" (Barthe, 1957). The two-part language symbol, the physical appearance of the word, in this case the word SANTA CLAUS, and the specified symbol represent the image created in the head when hearing the signer's voice. . Santa Claus is generally portrayed as a fat, cheerful, white beard-growing man wearing a red jacket, white collar and cuff, black belt and boots, and a bag full of children's gifts.

The image of Santa Claus became even more popular by the explanation of Coca-Cola Christmas advertisement of Haddon Sundblom in the 1930's. The popularity of the image created the city legend, Santa Claus was invented by the Coca - Cola Company, or Santa Claus is wearing red and white as they are the colors used to promote the Coca - Cola brand . Historically, Coca Cola is not the first soft drink company to use Santa's contemporary image in advertising - White Rock Beverages used red and white Santa Claus to sell mineral water in 1915 and then add it to advertisements used. Prior to ginger beer, Santa Claus wore red and white clothes in the first few years of the 20th century. Basically it appears in some of the cover pages of pack magazine in his current form.

The general image of Santa Claus as a happy old man wearing red clothing is not created by Coca-Cola Company as an advertisement gimmick. Despite the historically different lobes representing different features, Santa Claus adopted his contemporary format in popular culture, and Coca-Cola began using his image in the 1930's. It is widely used in the media. . Italian dictator Benito Mussolini did not say "I should not let the train run on time." Most of the restoration work took place before Mussorini and Fascist gained power in 1922. The record in this period also shows that Italian railroad legend timetable claims more publicity than reality.