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Major Shifts in Shaping Coca-Cola Print Advertisements List of Appendices Appendix 1: Coca-Cola in Czech advertising – ad localization Appendix 2: Coca-Cola in Czech advertising – campaign localization Appendix 3: Maslow‟s hierarchy of needs Appendix 4: Communication process Appendix 5: Santa Claus in Coca-Cola Advertising Appendix 6: List of headlines Appendix 7: List of subheads Appendix 8: List of signature lines Appendix 9: Proportion of visual and verbal elements Appendix 10: List of advertisements Appendix 1: Coca-Cola in Czech advertising – ad localization http://www.coca-cola.cz/download/011/603/image.png Appendix 2: Coca-Cola in Czech advertising – campaign localization http://www.mano.cz/pictures/a3581.jpg Appendix 3: Maslow’s hierarchy of needs http://en.wikipedia.org/wiki/File:Maslow%27s_Hierarchy_of_Needs.svg Appendix 4: Communication process http://www.managementstudyguide.com/images/communication-process-components.gif Appendix 5: Santa Claus in Coca-Cola Advertising http://www.thecoca-colacompany.com/dynamic/press_center/site/images/mainimages/lg_santa_1931.jpg Appendix 6: List of headlines In bold are indicated advertising slogans or its part (e.g. in Ad 4 the headline „Coca-Cola‟ in cooperation with the subhead „Drink‟ represents the advertising slogan „Drink Coca-Cola‟) 1 COCA COLA 2 COCA-COLA 3 Coca Cola 4 Coca-Cola 5 Coca-Cola 6 Coca-Cola 7 Coca-Cola 8 Coca-Cola 9 Coca-Cola 10 Coca-Cola 11 Coca-Cola 12 Coca-Cola 13 Coca-cola 14 Coca-Cola 15 Hot Sun --- Stifling Streets 16 For Your Enjoyment 17 Here‟s to Your Good Health and Pleasure 18 Whenever 19 Thirst Content 20 Coca-Cola 21 Coca-Cola 22 Thirst knows no season 23 Coca-Cola 24 Enjoy thirst 25 6,000,000 a Day 26 THROUGH ALL THE YEARS SINCE 1886 27 THE DRINK THAT MAKES THE WHOLE WORLD KIN 28 AROUND THE CORNER FROM ANYWHERE 29 FOR HEALTH AND HAPINESS ALL SEASONS THROUGH 30 Wholesome refreshment 31 Snap out of afternoon DROWSY TIME 32 “Something that will refresh you” 33 The pause that brings friends together 34 Ice-cold every day in the year 35 Thru 50 years...1886 to 1936 36 Pure refreshment 37 “Pure as sunlight” 38 Pause and refresh 39 The pause that refreshes 40 The pause that refreshes…at home 41 At the Fair...and going there 42 Thirst asks nothing more 43 Take a minute to refresh 44 Thirst stops here 45 The pause for people-on-the-go 46 You taste its quality 47 Have a Coca-Cola = You‟re my kind 48 CONTINUOUS QUALITY IS QUALITY YOU TRUST Whoever you are, whatever you do, whenever you may be-when you think of refreshment, 49 think of Coca-Cola For Coca-Cola makes any pause the pause that refreshes and ice-cold Coca- Cola is everywhere 50 Preparing for Hospitality 51 Host of the highways 52 Thirst, too, seeks quality 53 Through 65 years 54 Serve Coke...with good things to eat 55 Come over for Coke 56 There‟s nothing like giving folks what they want 57 What you want is a Coke 58 There‟s this about Coke... 59 All over the world...Sign of Good Taste… 60 HAPPY PAUSE FOR THE YOUTH OF ALL AGES… 61 NEW! KING SIZE COKE! 62 Be really refreshed! When you want something more than a soft drink. Nothing soft about the taste of Coca-Cola. Lifts 63 your spirits-boosts you energy. 64 For extra fun...take more than one! Things go better with Coke after Coke after Coke. With or without, it‟s always refreshing. Because 65 ice-cold Coca-Cola has the taste you never get tired of. 66 Real life calls for real taste. For the taste of your life-it‟s Coca-Cola. Here and now. 67 “I’d like to buy the world a Coke” 68 Life‟s little refreshers. 69 For the real times. 70 Look up America. Enjoy the real things. 71 Coke adds life to... 72 Tea break. 73 Coke is it! 74 One Thing The World Will Always Share...A Taste For The Best. 75 Enjoy! 76 Coca-Cola 77 Coca-Cola 78 Coca-Cola CLASSIC Let‟s do it for our children. Let‟s show them what a great world this can be when we join hands and 79 live his dream of love and harmony. 80 Have a Coke and a smile. 81 Refreshing The Olympic Spirit 82 CATCH ONE AT THE GAME. 83 fresh 84 ALWAYS COOL 85 Grab a sure thing 86 TIME TO REFUEL... 87 enjoy 88 All the world loves a Coca-Cola 89 the Coke side of life 90 A TASTE OF LIFE 91 open happiness 92 feel it. 93 GOOD TASTE IS ABOUT MAKING A STATEMENT 94 IT’S POSSIBLE 95 “It gives you a little lift. Like platforms.” 96 REAL COKE TASTE ZERO SUGAR 97 Diet Coke 98 Celebrate 125 years 99 Diet Coke 100 UNLOCK THE 007 IN YOU Appendix 7: List of subheads In bold are indicated advertising slogans or its parts (e.g. in Ad 4 the subhead „Drink‟ in cooperation with the headline „Coca-Cola‟ creates the advertising slogan „Drink Coca-Cola‟). In cursive are indicated subheads which serve as kickers. 1 DELICIOUS! REFRESHING! EXHILIRATING! INVIGORATING! SYRUP AND EXTRACT. 2 For Soda Water and other Carbonated Beverages. 3 HOME TESTIMONY ON DRINK 4 Delicious Refreshing 5 Drink 6 BEVERAGE – MEN – LADIES 7 DELICIOUS REFRESHING AT SODA FOUNTS 5c REVIVES AND SUSTAINS 8 DELICIOUS REFRESHING Wherever you go you will find 9 AT ALL FOUNTAINS 5c DRINK 10 DELICIOUS and REFRESHING AFTER A TIRING JOURNEY 11 DRINK The SATISFACTORY BEVERAGE 12 THE GREAT NATIONAL DRINK AT THE GREAT NATIONAL GAME All Classes, Ages and Sexes 13 DRINK The Satisfactory Beverage Walthour - The Champion Bicycle Rider is never without 14 Read What He Says: 15 Coca-Cola 5c Everywhere 16 Coca-Cola 17 Coca-Cola Whenever You‟re Hot, Tired or Thirsty 18 Think of and Drink Coca-Cola 19 Drink Coca-Cola There‟s nothing like it. 20 A Man‟s Drink A Woman‟s Drink Everybody‟s Drink Drink 21 DELICIOUS and REFRESHING 22 - It‟s great to have it on ice at home – Drink 23 Delicious and Refreshing Buy it by the case! 24 - 25 - 26 Refresh Yourself 27 Refresh Yourself 28 Over 7 million a day 29 Over 7 million a day 30 8 million a day You yawn. You‟re tired... And you lag in your work. 31 Refresh yourself Bounce back to normal 32 Served in Leading Hospitals EVERYBODY WELCOMES ICE-COLD COCA-COLA 33 AT THE SODA FOUNTAIN 34 COME AND GET IT 5c The pause that refreshes 35 ICE-COLD EVERY DAY IN THE YEAR 5c 36 AT BRIGHT AND CHEERFUL FOUNTAINS PAUSE AT THE FAMILIAR RED COOLER... 37 AROUND THE CORNER FROM ANYWHERE 38 “COLD...ICE-COLD” THE DRINK EVERYBODY KNOWS... 39 SO COOL...SO COOLING... WHENEVER YOU ARE REFRESH YOURSELF WITH ICE-COLD COCA-COLA...FROM YOUR OWN 40 REFRIGERATOR The drink everybody knows...from New York to San Francisco NEW YORK New York World‟s Fair 1939 invites you to the World of Tomorrow 41 SAN FRANCISCO Golden Gate International Exposition on San Francisco Bay invites you to the Paegant of the Pacific THE PAUSE THAT REFRESHES...EVERYWHERE 42 - 43 - 44 - 45 - 46 - 47 ... or allies enjoy a friendly pause 48 - 49 - Coca-Cola in your refrigerator 50 Hospitality...in your hands 6 bottles in the handy, cartoon 25¢ (plus deposit) 51 Refresh at the familiar red cooler on the road to anywhere 52 Where else does quality mean so much? 1886 1951 53 Inviting you to the pause that refreshes with ice-cold Coca-Cola. 54 - 55 Keep Coke in the coolest spot in your refrigerator and serve ice-cold ...right in the bottle. 56 - 57 - 58 You know you‟re buying quality 59 - 60 ...time for the cold crisp taste of Coke! 61 NOW ENJOY THAT COLD CRISP TASTE...LONGER! 62 - 63 - 64 Take an extra carton of Coke! 65 - 66 - 67 - 68 A surprise. A smile. A tickle. A wave. A breeze. A song. Coke. It’s the real thing. 69 - 70 - 71 - 72 - 73 - 74 - 75 - 76 QUALITY FOR A CENTURY 77 When [Coca-Cola] Is A Part Of Your Life… 78 - 79 - 80 Coke adds life. 81 - 82 - 83 ALWAYS 84 - 85 - 86 - 87 - 88 - 89 - 90 AS IT SHOULD BE 91 Aaahhh 92 The Aluminum Bottle THE heart TRUTH 93 Where there‟s a red dress, there‟s a way. 94 REAL TASTE ZERO SUGAR 95 If you love it light DARE TO START WITH ZERO 96 Richard Gutierrez as Zorro 97 LIMITED EDITION DESIGN BY KARL LAGERFELD 98 - 99 BY Jean Paul GAULTIER 100 - Appendix 8: List of signature lines 1 For sale by Willis Venable and Nunnally & Rawson 2 J. S. Pemberton; Chemist; Sole Proprietor, Atlanta, Ga. 3 EVANS & HOWARDS. -AT THE- CENTRAL DRUG STORE 4 AT SODA FOUNTAINS 5c. 5 - SOLD AT FOUNTAINS 5c – SOLD IN BOTTLES 5c 6 THE MOST REFRESHNING DRINK IN THE WORLD 7 - 8 - 9 - 10 - 11 Sold Everywhere 5c 12 5c SOLD EVERYWHERE 5c Cooling – Refreshing – Delicious, Thirst-Quenching 13 5c. Everywhere You Will Enjoy a Glass Refreshing and exhilerating, 14 Stop at the soda fountain. 5 Cents Everywhere 15 5c Everywhere 16 Delicious – Refreshing – Thirst-Quenching Delicious – Refreshing – Wholesome 17 5c Everywhere Delicious – Refreshing – Wholesome 18 5c Everywhere 19 Delicious – Refreshing – Wholesome 20 - 21 SOLD EVERYWHERE 22 5c 23 - 24 Drink Coca-Cola Delicious and Refreshing 5c 25 REFRESH YOURSELF – FIVE CENTS IS THE PRICE 26 IT HAD TO BE GOOD TO GET WHERE IT IS – 7 MILLION A DAY 27 IT HAD TO BE GOOD TO GET WHERE IT IS – 7 MILLION A DAY 28 IT HAD TO BE GOOD TO GET WHERE IT IS 29 IT HAD TO BE GOOD TO GET WHERE IT IS 30 IT HAD TO BE GOOD TO GET WHERE IT IS 31 - 32 5c 33 - 34 - 35 - 36 - 37 - 38 - 39 - 40 - 41 - 42 THE PAUSE THAT REFRESHES 5c 43 THE PAUSE THAT REFRESHES 5c 44 THE PAUSE THAT REFRESHES 5c 45 THE PAUSE THAT REFRESHES 5c 46 5c 47 - 48 5c 49 5c 50 - 51 5c 52 - 53 - 54 - 55 - 56 - 57 - 58 - 59 SIGN OF GOOD TASTE 60 SIGN OF GOOD TASTE 61 SIGN OF GOOD TASTE 62 FOR THE PAUSE THAT REFRESHES 63 things go better with Coke 64 things go better with Coke 65 - 66 It’s the real thing.
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