Coca-Cola Advertising
ALEKSANDRA KULAWIK
The Development of Coca-Cola Advertising Campaigns (1886 - 2007)
The Development of Coca-Cola Advertising Campaigns (1886 -2007)
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© Copyright by Aleksandra Kulawik & e-bookowo 2009 ISBN 978-83-61184-69-0
Wydawca: Wydawnictwo internetowe e-bookowo www.e-bookowo.pl Kontakt: wydawnictwo@e-bookowo.pl
Wszelkie prawa zastrzeżone. Kopiowanie, rozpowszechnianie części lub całości bez zgody wydawcy zabronione Wydanie I 2009
www.e-bookowo.pl
The Development of Coca-Cola Advertising Campaigns (1886 -2007)
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INTRODUCTION
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CONTENTS Chapter I: The Basic Concepts of Advertising 7 1. Brief History of Advertising 7 1.1. Preliminary forms 8 1.2. Result of urban growth 8 1.3. Advertising in Modern World. 8 2. Variety of Definitions 9 2.1. What is Advertising? 9 2.2. Basic Definitions 10 2.3. Types of Advertising 10 2.4. Principal Objectives 15 2.5. Definition and Examples of Advertising Campaigns 18 Chapter II: The Development of Coca-Cola Advertising Campaigns 22 1. Brief History of Coca – Cola 22 2. The Beverage Industry During the Last Fifty Years 27 3. Coca-ColaAdvertising Campaigns 29 3.1. Development of „Cola Ads‟ in early campaigns 30 4. Examples of Coca-Cola Campaigns. 35 4.1. Coca-Cola: Campaigns in Colombia, India and UK 35 4.4. The Year of Zero Coke:2007 Campaign 41 5. New Image of Santa Claus: A Case in Point 44 Chapter III: The Discourse Analysis and Advertising 48 1. Discourse Analysis 48 1.1. Short History of AD 52 1.2. Hypothetical perspectives and Major Topics of Interest 53 1.3. Types of Discourse Analysis 54 1.4. Uses and Rules of DA 54 1.5. Reliability and Validity 55 1.6. Advantages and Disadvantages 56 1.7. The Language of Advertising 56 1.8. Language in Coca-Cola Slogans (1886-2007) 59 1.9. Coca-Cola Language Board 67 1.9.1. Hall of Fame for Coca-Cola and Ty Cobb 68 1.9.2. Coca-Cola 'Happiness Factory ' 71 CONCLUSION 74 BIBLIOGRAPHY 76
www.e-bookowo.pl
The Development of Coca-Cola
The Development of Coca-Cola Advertising Campaigns (1886 - 2007)
The Development of Coca-Cola Advertising Campaigns (1886 -2007)
| 3
© Copyright by Aleksandra Kulawik & e-bookowo 2009 ISBN 978-83-61184-69-0
Wydawca: Wydawnictwo internetowe e-bookowo www.e-bookowo.pl Kontakt: wydawnictwo@e-bookowo.pl
Wszelkie prawa zastrzeżone. Kopiowanie, rozpowszechnianie części lub całości bez zgody wydawcy zabronione Wydanie I 2009
www.e-bookowo.pl
The Development of Coca-Cola Advertising Campaigns (1886 -2007)
| 4
INTRODUCTION
5
CONTENTS Chapter I: The Basic Concepts of Advertising 7 1. Brief History of Advertising 7 1.1. Preliminary forms 8 1.2. Result of urban growth 8 1.3. Advertising in Modern World. 8 2. Variety of Definitions 9 2.1. What is Advertising? 9 2.2. Basic Definitions 10 2.3. Types of Advertising 10 2.4. Principal Objectives 15 2.5. Definition and Examples of Advertising Campaigns 18 Chapter II: The Development of Coca-Cola Advertising Campaigns 22 1. Brief History of Coca – Cola 22 2. The Beverage Industry During the Last Fifty Years 27 3. Coca-ColaAdvertising Campaigns 29 3.1. Development of „Cola Ads‟ in early campaigns 30 4. Examples of Coca-Cola Campaigns. 35 4.1. Coca-Cola: Campaigns in Colombia, India and UK 35 4.4. The Year of Zero Coke:2007 Campaign 41 5. New Image of Santa Claus: A Case in Point 44 Chapter III: The Discourse Analysis and Advertising 48 1. Discourse Analysis 48 1.1. Short History of AD 52 1.2. Hypothetical perspectives and Major Topics of Interest 53 1.3. Types of Discourse Analysis 54 1.4. Uses and Rules of DA 54 1.5. Reliability and Validity 55 1.6. Advantages and Disadvantages 56 1.7. The Language of Advertising 56 1.8. Language in Coca-Cola Slogans (1886-2007) 59 1.9. Coca-Cola Language Board 67 1.9.1. Hall of Fame for Coca-Cola and Ty Cobb 68 1.9.2. Coca-Cola 'Happiness Factory ' 71 CONCLUSION 74 BIBLIOGRAPHY 76
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The Development of Coca-Cola
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