A Modern Classic

1238 Words Jan 22nd, 2016 5 Pages
It’s a modern classic. It’s a throwback to another era. It’s not great for your health, but that’s beside the point. It’s Coke! The drink, not the drug. However, based on brand’s public visibility, the drink seems rather addicting. Coke originated in 1886, but the brand has stood the test of time and endured (“About Us,” n.d.). Worth noting, it has endured by barely changing. Now halfway through the 2010s, we still see Coke prevalent in our soda machines, our cafeterias, on our shelves, and on the back of trucks—whether this particular location is surprising or not indicates how we think about Coke. In exploring the unique elements of upholding a legacy brand, and subsequently placing said brand on four wheels, we must consider how another artifact of the past, Roland Barthes, considered advertising in the context of cultural mythology.
The first question to ask is, “how do we think about Coca-Cola?” Or perhaps more appropriately, “how do the marketers want us to think about Coke?” Looking at the ad itself, one finds that it is incredibly low-concept and simple. There’s the glass bottle—an iconic form—and the font in which “Coca-Cola” is written. The classic font is an icon in and of itself. Who even writes in cursive anymore? The font is an anachronistic throwback as well. Overall, there is no extra explanation in the ad, nor is there any need. Coke simply is. But surely there is more hidden beneath the ad’s simplicity. Scholars such as Roland Barthes sought tirelessly to…
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