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Coca Cola ads since its creation (period 1938-1952)

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  1. Introduction
  2. The main problem
    1. The icon of heroes personalized by the American airplane hostess and by the American soldier
    2. The reaction against the Cocacolonisation
    3. The customers' behavior
  3. The objectives and measurement standards
  4. Commercials published in the year 1942 and 1943
  5. First apparition of Santa Clause in 1931and the magical effect of the Santa Clause advertising in 1943
  6. Two advertising are from 1943 and shows the icon of the heroes
  7. Conclusion
  8. Bibliography

Nowadays, Coca-Cola company is still a dream. This 1889's company, worldwide, well-know, survived and moreover it is still developing its products to increase of course its markets shares and its sales.
Coca-Cola is a model for entrepreneurship because for its capacity to survive, to be worldwide and of course for its turnover. The history of Coca-Cola covers almost 120 years and it is complicated to select a period to describe the advertising.
But the World War II is a specific period. Lot of victims, of destruction, of restrictions but as well is a hinge period in the Twenty century history. After the War, Europe received US money trough the Marshall Plan for building and developing Europe.
The goal of this assignment is to analyze how the advertising of Coca-Cola during the period of 1938 and 1952 reflected the World situation but as well the change of the customers' behaviors.

[...] For example, the Nationalism is one of the political ideologies for the U.S. citizens and this value appeared in the advertising. Sales promotion has for goal to attract attention and offer strong purchase incentives. That is why Coke did with the soldier promotion the Coke bottle for 5 cents. It was a strong pull appeal to the product. Public relation: Coke put in place a strong relationship with its customers. It did that with different kind of forms like forms: news stories, news features, events and sponsorships. [...]


[...] Coca-Cola understood that quite well and introduces the abundance topic in its commercial. The topic of abundance arrived in 1949 with the advertising on the right side. That shows a continuity of Coke bottles and in the same time the customer is able to see the mechanization of the production. Because in the backward, it has a Coke industry. New expression cams, the trust for a product. It is clearly the opening of the consumption period with competition. Before the WWII, the customer had not so much choice and after the WWII they had new purchase behavior. [...]


[...] was beginning to see as its principal rival Fourth, West Germany, historically the continent's industrial hub, had to be rebuilt as a buffer against further Soviet expansion; European fears of the World War II foe would lessen only if the Germans were integrated into a larger Europe. The program achieved its immediate aims: By 1952 West European industrial production stood 35 percent above prewar levels, and West Germany was independent, rearming, and economically booming. Ironically, in 1957 the OEEC helped to create the European Common Market, which quickly became an economic competitor of the U.S. [...]

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