There is an advertisement that emphasizes that Durex is green and healthy, and Durex is made of fruit. It makes people feel that Durex is made of pure natural materials and has no harm to the human body at all.
Early Coca-Cola advertisements were also very creative. For example, a cup is full of Coca-Cola, and then the cup suddenly breaks, and the Coca-Cola flows out to look like the sea. Then a surfer came out and skateboarded on coke. In fact, if this advertiser wants to show the coolness of cola in summer. Drinking coke is like coming to the sea, very carefree and hearty. Moreover, the posters of Coca-Cola are mainly red, which is very eye-catching. The content of the picture is very good, which makes people feel like trying.
I have seen many impactful advertisements in my student days before, the most famous one is the advertisement of Iwantyou in World War II, which is very impressive. The picture of this poster is based on the image of a soldier, and then he points to the front, and there is a sentence Iwantyou below. Because it was during World War II, the company was at war with fascism, and the posters were used to let more ambitious young people join the war and fight against fascism.
In the early days, I also saw the works of Fan Xiong Fukuda, a Japanese advertising master. He used the relationship between reality and reality to show the sense of entanglement between men and women. This poster was also rated as the most classic poster work in the 20th century.
Early advertisements were mainly visual images, but now advertisements are mostly copywriting and plot. Compared with the two, I think I prefer to use visual images to be creative, because advertisements are originally spoken in graphics.
Is the image of Santa Claus popular from the beginning? Christmas is coming (65438+February 25th), and all the high-rise buildings in Beijing are carefully arranged and prepared for this festive foreign festival.
Speaking of Christmas, people will naturally think of Santa Claus with white beard, chubby, wearing a red (red and white, but mainly red) cotton-padded jacket, and the image is embarrassing!
In western fairy tales, Santa Claus rides a sleigh pulled by nine reindeer from house to house through the chimney every night on February 24th, 12. After the children fell asleep, he quietly put the presents in the socks beside the children's beds or under the Christmas tree by the fireplace.
Nowadays, many people wear red Christmas hats every Christmas. Santa Claus in every shopping center or building is also red.
But is the image of Santa Claus popular from the beginning?
Actually, it is not.
So why did it turn red later? Today we will talk about the story of Christmas and Santa Claus.
Christmas, also known as Christmas, is translated as "mass of Christ" (mass is a kind of worship ceremony of the church), which is a traditional festival in the west. Because the annual Gregorian calendar 65438+February 25th is the day when Christians commemorate the birth of Jesus, it is called "Christmas".
At first, Christmas was just a Christian holiday. Later, with the popularity of Christmas cards and the appearance of Santa Claus, people paid special attention to it and developed it into a national festival in western countries. It is the biggest festival of the year in western countries, equivalent to the Spring Festival in China.
The birth of Santa Claus originated from European folklore.
Generally speaking, Santa Claus refers to Nicholas, the bishop of Asia Minor in the 4th century. He is famous in Wan Li for his affability and generosity in helping the poor.
But the image of Santa Claus that we see now was created by the famous Swedish illustrator Hatton Sambu in 193 1 based on his friend Luo prentiss. It was from 193 1 that the image of Santa Claus began to be unified and fixed as the image of "an old man with a red robe and a white beard, a kind smile and an embarrassed expression" that we can see everywhere today.
193 1 years ago, the colors of Santa Claus in western countries were different, usually yellow and green (now westerners use red, green and white as Christmas colors). And Santa Claus at that time was not fat; On the contrary, Santa Claus who lived 193 1 years ago often looked gaunt and bony.
Yes, it was not until 193 1 that the image of Santa Claus changed from yellow or green and skinny to red and fat. Hatton Sambu is not the "mastermind" behind all these changes. Although he personally created the classic image of Santa Claus, he was only entrusted by people. The real mastermind is actually the world-famous Coca-Cola Company.
At that time, the Coca-Cola Company signed a contract with Hatton Sambu to create an image of Santa Claus drinking coke, and insisted that the color of Santa Claus's clothes must be bright Coca-Cola red. So Hatton Sambu took his good friend Luo Prentiss as the prototype and created a classic image of Santa Claus, wearing a red robe and a white beard, with a kind smile, taking off his red hat in one hand and holding a bottle of Coca-Cola in the other. Later, Coca-Cola made the image of Santa Claus into a poster, and wrote a famous slogan at the bottom of the poster: "ThePauseThatRefreshes".
In the next 30 years, Hatton Sambu continued to create hundreds of advertising paintings for the Coca-Cola Company. The image of red Santa Claus he designed also occupied the whole world with the large-scale sales of Coca-Cola, so red Santa Claus became the standard image of Santa Claus.
Today, Santa Claus has become a symbol of global culture.
It is no exaggeration to say that the Coca-Cola Company itself unified the image of Santa Claus. Therefore, Coca-Cola Company also registered the image of Santa Claus as its own trademark.
Yes, the Coca-Cola Company has created the classic image of Santa Claus, and in turn, the Coca-Cola Company has always benefited from it. However, the influence of Santa Claus goes far beyond this.
In the late 20th century, with the great influence of Santa Claus, Santa Claus's hometown-rovaniemi in Lapland, northern Finland, appeared as a tourist attraction. At present, there are only 50 "genuine Santas" who have been strictly examined, trained and certified in this Santa Claus village, and the appearance fee is as high as 200,000 yuan.
In this way, the influence of Santa Claus can be seen.
Who invented Coco Cola? 1888, that is, one year after Coca-Cola Company started its business, a man named Asa Kedler made an incredible leap for this budding company. He is a successful pharmacist himself.
Asa suffers from a severe headache. This was a traffic accident during the Civil War. At that time, Asa and his family got into a loaded carriage. The carriage bumped badly and then hit a bump on the road. Asa was thrown out of the car, and a wheel ran over his head and crushed his skull. Although he saved his life, he lay in bed for more than a week, unable to see or hear, full of nonsense.
Later, I gradually recovered my vision and hearing, but my left ear was still a little deaf. But this car accident made him suffer from a terrible migraine and he will never get rid of it. In addition to preparing drugs in the laboratory, he has been looking for drugs to treat headaches, so he wrote to his brother Warren and said that this damn headache has caused me too much suffering, and I can't support it anymore. He was suggested to try the new product Coca-Cola. He tasted it and the pain eased immediately.
Since then, he has made up his mind to know more about this new product. He wants to know who invented Coca-Cola, what ingredients it contains, how to improve it and so on. He was very happy to find that this was pemberton's achievement. This is simply good luck, this is what he dreams of. Of course, he has also heard of pemberton and knows that he enjoys a high reputation as an excellent pharmacist.
So he immediately became interested in this formula because he needed it. After trying twice, Asa made up his mind to get it. In less than four weeks, he got the formula.
Asa is a shrewd businessman. He has successfully launched several commercial products, including mouthwash and other drugs. He saw the potential and uniqueness of this new product. He thinks it is absolutely profitable to invest in this product. So he set out to invest in this field.
Asa's ability is also manifested in that he has his own pharmacy, which can make it grow and develop. Besides pharmacies, he has a large stock, and he has everything you want to buy, such as paint, oil and so on. He is an excellent salesman, and he really has something extraordinary in this respect. He can sell any product he trusts.
To get this company, we must first separate pemberton from his partners; It was not until Asa took over the company that these people realized the potential of the new product. Interestingly, he did not take office immediately, but bought shares in the company with other investors. This is his typical way of doing business. Once he sees that the company is developing in the direction he expected, he will buy all the shares even if others are not very willing.
Unfortunately, pemberton couldn't wait until the day when the product was a great success. He died in 1888, when the product had just come out for a year and a half. A few years later, 1892, Asa bought all the shares from the partners and became the sole owner of the company. At the beginning, he only spent $2,300 and got the formula of Coca-Cola. Now, it's time for it to generate income.
Asa is full of confidence and energy. He put all the money accumulated by years of painstaking management into the production of Coca-Cola. His first task is to make some adjustments to this formula. He kept his mouth shut, and the formula of the product could only be prepared by himself and his son, and it never appeared in writing in front of everyone. If any employee wants to know what those seven mysterious ingredients are, he can only guess like everyone else, because Asa removed all the labels from Coca-Cola bottles in the factory. Adjusting the formula gives their products a better development prospect.
In order to obtain coca extract and produce coca cola, caffeine in coca leaves must be removed first. Asa and his son are processing coca leaves as well as its by-product, which is a white powder. He sold the powder to other pharmacists because he didn't need it. He just needed coca leaves as a spice.
Therefore, there are two kinds of potential profits. Selling Coca-Cola and by-products can kill two birds with one stone. The content of cola nuts is also reduced. Cola nuts are the raw material for providing caffeine and the source of pleasure. In the early days, this drink did contain a limited amount of caffeine, which may be the reason for many rumors.
Subsequently, all the ingredients were balanced in the way he expected, which produced a pleasant taste.
Next, Asa Kedler launched a market war. Because no matter how excellent your product is, it will be of no help if it is not known. Asa's firm belief in this product has never wavered. He took great risks and challenged the public in a new way. He is very good at reading the psychology of consumers. As early as 65438+1990s, he came up with the idea of issuing coupons. This promotion method has been used to this day, and the supplement of Sunday newspaper is full of such advertisements. But it was really novel and rare at that time.
Asa Kadler asked people to stand on the streets of Atlanta and distribute coupons to pedestrians, and get a free Coca-Cola at the local soda point of sale with the coupons. When you have tasted it and like its taste, you will have to pay the bill next time.
In the early days of Coca-Cola sales, they were prepared at the counter of a drugstore. There is also a well-designed preparation ceremony to match the sales, which is completely different from today's martinis. First, stir the ingredients well, then shake them well and pour them out for demonstration before giving up.
Asa Kadler's nephew also learned this ritual. They traveled around the south in a carriage with buckets of syrup in the back. Go to a completely strange town to sell, go to a pharmacy to train employees to prepare drinks, and then seriously implement them.
Young people bring their favorite ladies to the place where Coca-Cola is sold. After drinking a cup, the staff came to offer Coca-Cola and completed the elaborate ceremony, which made the customers feel very happy that you came.
In order to advertise the products, Asa Kadler also used various promotional items. He invented a tray with images of beautiful women drinking Coca-Cola. He distributed these trays to soda outlets, and no matter what you buy, you will get a promotional item with the Coca-Cola logo. He invented bookmarks, stamp albums, travel bags, small wallets and other promotional materials that are easy to distribute and distributed to thousands of people. He also invented calendars, posters with Coca-Cola logo, and curtains hanging in front of pharmacies. In this way, in the early 20th century, Coca-Cola's advertising information coverage was very wide, far exceeding any other consumer goods.
The company also uses the fame of celebrities to promote Coca-Cola. They once invited an opera star named Louis Inadica in metropolitan opera; Also invited a female acrobat named Hilda Clark; Their images appear on plates, posters and various promotional items to attract customers' attention; Even baseball stars advertise Coca-Cola products.
Asa is very insightful in advertising. He found that people like to be associated with people with rich lives and good reputations and their advertisements, so Coca-Cola has become a product that everyone can own. As a firm businessman, Asa always thinks that the Coca-Cola he sells is a pastime, and the price must be reasonable and moderate for ordinary consumers. He believes in the slogan: "The rich drink champagne, the poor drink beer, and Coca-Cola is their same choice."