earticle

영어

At this article, first of all, I tries to trace and explain how the consumerism was born in the 1920s, and how the advertising and advertising agents had disclosed and made the desire of consumers. And then, I will try to show how the Coca-Cola Company had increased consumption, implant brand image through analyzing the advertisements of Coca-Cola published at the Saturday Evening Post which was a representative magazine for the American middle class. I also hope to show how concretely consumerism as an ideology of consumer society was expressed by the slogans, copies, and images of Coca-Cola. This will be a kind of work how Coca-Cola was positioned, as Harrison Johnson of vice president of the Coca-Cola Company nicely suggested, “within an arm’s length of desire” among the consumers.