Santa Coke Advertisement
Rachel Spangler
Santa Coke Ad from 1938
Background
This advertisement was released in 1938 and
published by Haddon Sundblom. He was the artist
of many of the older coke ads for Coca-Cola. The
particular picture was the first made with both
Santa and a child. It was specifically made for
Christmas.
Questions
1.) What do you believe the purpose is?
2.) What do you think the audience is?
3.) What is the point of view from the artist?
4.) How are ethos, pathos, or logos used?
5.) What are some of the special techniques or
composition factors used by the artist in the
advertisement?
Purpose & Audience
The purpose of the Santa Claus ad is to get the
audience to want to try Coca-Cola’s beverage.
It tries to persuade by using techniques that
will attract the readers attention.
The audience is anyone who enjoys a good
drink or anyone who loves soda.
Point of View
The artist’s point of view is clear in the
advertisement. Sundblom is positive and
encourages the audience to try Coke. I know
this because he uses certain lighting, colors,
and mentions words such as delicious and
refreshing.
Ethos
Ethos is used in the advertisement because it
is supported by the widely known Coca-Cola
Company.
Pathos
Pathos is used in the advertisement with both
Santa and word choice. The artist used Santa in
the ad to appeal to the audience’s emotions.
Santa is known world wide as a jolly, chubby, guy
who gives out presents to children on Christmas.
When you see Santa it brings the good mood
from Christmas and creates a positive look on the
product. His word choice also appeals to great
emotions because by using “ Delicious and
refreshing”, it makes people feel as if it really is
and that they should try it.
Logos
Logos is used in the advertisement when it
states, “Thanks for the pause that refreshes.”
This is showing that it was stated by someone
who has tried the product before since it is in
quotations. Also this statement is said to make
the audience believe that when you take a
drink of a Coke, you will feel instant relief,
relaxation, and a fantastic taste.
Composition Factors
Colors- The red and white colors used are
bright and contrast with the black
background.
Lighting- The lighting is shown directly
towards Santa and the young girl. It also
shines on the symbol of the Coca-Cola
Company.
Shading- The artist uses shading to create a
realistic look to the ad.
Citation
Picture:
"Americana: Santa Claus, by Coca-Cola." Great American
Things RSS. N.p., n.d. Web. 03 Mar. 2013.
Info. About artist:
"The History of Christmas Christ, Claus and the
Evolution of Our Most Popular Holiday." Coca Cola and
Haddon Sundblom. N.p., n.d. Web. 03 Mar. 2013.
Info. About Coca-Cola:
"The History of Coca Cola." About.com Inventors. N.p.,
n.d. Web. 03 Mar. 2013.