Summary, Quote, & Paraphrasing

In Melissa Rubin's breakdown of a singular Coca-Cola ad from 1950, she argues that Coca-Cola has been leading the way in pushing for an ideal America. In her paper she describes how the placement of specific items within the ad are pushing workers to have this picturesque idea about American workers working together for a united country. When describing Sprite Boy, Coca-Cola's early mascot, Rubin says the he is "god-like" and "a powerful force," (178) to further illustrate her point of the company's goal of togetherness and in turn, America coming together. Additionally, she points out the emphasizing of the military personnel in the ad as to demonstrate to the reader that since WWII has been won, military men are returning the workforce, which is why they are presented in the very front of the ad. Rubin also notes the large gender and racial biases that were present in America during the late 1940’s and 50’s. As she observes,

            The way that Coca-Cola chooses to place the objects and depict men

            and women in this ad speaks volumes about American society in the

            middle of the twentieth century: a white, male-dominated society in

            servicemen and veterans were a numerous and prominent presence (179).

In her conclusion, she again remarks how Coca-Cola reflected American ideals and norms in it’s advertising, but also wanting to show the world what it was like to be an American. She says it best with her closing statement, “The message: theirs is a life to be envied and emulated, so drink Coca-Cola and live that life yourself” (180).