Certainly Coke would not be the global brand it is without the Americanization of the global psyche.Coke is it. An artificial unfulfilled promise. After all, the product of the Coca Cola company is advertising and its creation of desire. “Coca Cola should always be within an arm’s reach of desire.” – Robert Woodruff. It is the most widely recognized U.S. brand worldwide and is part of the many forms of hegemony and American cultural colonization; imperialism as a way of promoting the “American way of life” the free market and liberty; the worldwide ideal of the house with the white picket fence, boy gets girl and the good guys ride off into the sunset. A global fantasy.
Still, unwrapped of its qualitative dimension, Coke in its various representations is still a sweetened, carbonated beverage in a can or bottle.It fulfills none of the ostensible needs of a drink: thirst, nutrition and taste, the latter of which is debatable. All that’s left is an object cause of desire. The marketing, it purchase and consumption is intrinsically banal. So, its a bit misguided to associate the drinking of a Coke with any ideal or values. In fact, its incredible to think: Coca Cola advertising campaigns have provided the public with lots of beautiful images, which have engaged a lot of creative resources…. all to sell dumb bottled pop.
Slavoj Zizek: It’s no surprise that Coca-cola was first introduced as a medicine. Its strange taste seems to provide no particular satisfaction. It is not directly pleasing, however, it is as such, as transcending any use–value, like water, beer or wine, which definitely do quench our thirst, that Coke functions as the direct embodiment of “IT”, the pure surplue of enjoyment over standard satisfactions. It is the mysterious and elusive X we are all after in our compulsive consumption. The unexpected result of this is not that, since Coke doesn’t satisfy any concrete need we drink it only as supplement, after some other drink has satisfied our substantial need — it is rather this very superfluous character that makes our thirst for Coke all the more insatiable. Coke has the paradoxical quality that the more you drink it, the more you get thirsty. So, when the slogan for Coke was “Coke is it!”, we should see in it some ambuigity — it’s “it” precisely insofar as it’s never IT, precisely insofar as every consumption opens up the desire for more. The paradox is thus that Coke is not an ordinary commodity, but a commodity whose very peculiar use–value itself is already a direct embodiment of the auratic, ineffable surplus.Read More:http://www.egs.edu/faculty/slavoj-zizek/articles/the-superego-and-the-act/
…Internationally, the downfall of colonialism did not deter the influence of the Western democracies on their former colonies. The paralyzing of the economies of pre-colonial countries was such that by the time of independence, many developing countries would be locked into a global trading system that is manifested in the concept of globalization. There are many people who suffered oppression during the colonial era and are still living under very critical conditions, such as India. As a result of globalization and capitalism, there are villages and cities where the only supply of water is found polluted wells or ponds. However, as a tourist you will be able to buy a bottle of Coca-Cola; which marks definitely the new imperialism….
…An early example of this global marketing tactic was found in a Coca Cola commercial from 1971 featuring children from many different countries innocently singing, “I’d like to teach the world to sing in perfect harmony/I’d like to buy the world a Coke to keep it company.” This commercial illustrates an attempt to portray a U.S. goods as a product capable of transcending political, ethnic, religious, social, and economic differences to unite the world (according to the Coca-Cola Company, we can achieve world peace through consumerism)- Julia Galeota.Read More:http://www.thehumanist.org/humanist/articles/essay3mayjune04.pdf
Daniel Rathwell:Its television adverts, broadcast in the Middl
st, juxtapose the infamous images of US troops torturing Iraqis in Abu Ghraib with film of young Arab children, smiling, holding cans of Mecca Cola in one hand and Palestinian flags in the other. The message is that you should buy Mecca Cola to support Palestinians and Iraqis in their struggles against the oppressors. Further, to buy products like Mecca and Qibla is to participate in their struggles….
…But is refusing Coke and drinking Qibla supporting the cause? If so, the cause has become very easy to support. As well as buying Youth from Coca-Cola and Victory from Nike, we can now buy Protest and Conscience from Qibla Cola.
Qibla Cola describes its fizzy lemon-lime drink Qibla as representing ‘the choice of people who wish to rebuild their taste upon the correct foundation instead of the pillars of greed, selfishness, utilitarianism, justice and exploitation’ . And ‘shattering the myth that belief is blind’ comes Qibla Fantasy, its fizzy orange drink. ‘Despite an environment in which we have an opportunity to choose’, it says, ‘that choice is guided, directed and cajoled into accepting blind values, with unobtainable images. These restrictions must be replaced with conviction in your ideas, certainty in faith, and an assurance of decision’ .
Do these barely decipherable slogans represent a revolutionary new anti-capitalism? Or are they proof of the inevitable banality in product marketing, regardless of political and spiritual will, clumsy jingles scratched out to appeal to a target market? Read More:http://www.thinking-east.net/indexa2ec.html?option=com_content&task=view&id=143
Marine Voskanyan:The efficiency of this strategy may be illustrated with examples from advertising policy of major corporations. Not long ago, someone produced a video clip featuring a bottle of Coke that ejects a fountain when a Mentos chewing candy is dropped into it. Instead of suing the sarcastic author, Coca-Cola and Mentos, realizing that the clip was very popular, launched a joint promotion campaign. The competition, run under the title “Poetry in Motion”, urged the visitors of the website to create video clips, associated with the theme of challenge….
…The authors were supposed to demonstrate the way usual objects could be used for extraordinary purposes, the photo of the “experiment” with the candy becoming the official emblem of the competition. Pete Blackshaw, marketing director of Nielsen/BuzzMetrics, the company that monitored virus technologies on a contract with Coca Cola, argued that viruses could be used as a good means for advertising. MarketingVox quotes Blackshaw’s remark: “Instead of addressing an advertising agency for elaboration of a promo campaign, we could just borrow it from a virus clip”. Thus, the attempt of Internet users to mock the tycoons of food production was used against them by the corporate logic of marketologists.Read More:http://www.globoscope.ru/eng/content/articles/297/
A.S. Hamrah:Coke represents the eternally unsatisfied emptiness we seek to fill with something ungraspable, something Coke made eminently graspable in the form of its perfectly curved bottle, which was designed so you could recognize it in the dark by touch. The “contour bottle” debuted in 1916, the same year Einstein proved via the general theory of relativity that space was curved. A significant coincidence, I think. Other famous commenters on Coke who are MIA include Billy Wilder, who made a whole Mad Men–era movie about selling Coke behind the Iron Curtain, and Jean-Luc Godard, who mentioned or showed Coke in almost every movie he made in the 1960s. If Coke can claim Warhol and Miller for their own, surely they will absorb others. Read More:http://www.theparisreview.org/blog/2011/06/02/the-coke-side-of-life/