“Coca-Colawas on the rise, for those who approved of the United States, that meanseconomic and political freedom of choice, consumerism and democracy, theAmerican dream; for those who disapprove, it stands for ruthless globalcapitalism, the hegemony of global corporations and brands, and the dilution oflocal cultures and values into homogenized and Americanized mediocrity.” Coca-Colawas a national drink that represented American values. Coca-Cola was consumedby many types of people and brought people together that weren’t necessarilysimilar. Coca-Cola represents many Americanvalues. When I think of a Coca-Cola, Independence Day is the first thing to popinto my head.
On July Fourth, it’s pretty natural to go to a family cookout andhave a hot dog and a coke. Coke represents independence, freedom, glamour, andescapism. Advertisemnets for Coca-Cola depicted an appealingly happy, carefreeworld. Coke prospered during the great depression for this reason, it wasactually in increasing demand during the great depression. Coca-Cola broughtpeople together Standage gives an example of this in The History of the World in Six Glasses “…soda water produced on anindustrial scale and consumed by rich and poor alike, seemed to capturesomething of the spirit of America itself.” Coke had a way of diminishing theline between rich and poor. Standage also states that “The millionaire maydrink champagne while the poor man drinks beer, but they both drink sodawater.
” Coca-Cola was considered the national drink of the United States. Itlaunched just before prohibition took place, which only made it take off evenmore. It also took coffee’s place as a social drink. Coca-Cola expanded fromjust soda fountains, it soon became a major product in grocery stores and evensporting events. It was consumed at all times by all ages, making it theperfect family beverage.
Women especially loved seeing their husband with aCoke versus an alcoholic beverage, since most women during this time supportedthe temperance movement. Coke help up against alcoholic beverages, surprisinglyeven in the winter. It was also affordable which made it better for anyone. “…peopleare happiest when granted freedom of choice in the political, economic, andpersonal spheres, in the form of democracy, consumerism, and the rejection ofmany long-standing forms of decimation. The idea that a mere drink could cometo embody these values seems absurd.” America is a democracy and Coca-Colarepresents democracy. Coca-Cola also represents the war effort.
During WorldWar II, men in uniform could get a coke anywhere for five cents no matter whatit would cost the company. It supported patriotism, Coca-Cola was even exemptedfrom sugar rationing during the war for being essential to the war effort. Charitablework according to Woodruff “was just a small part of what made Coca-Cola good for theworld.”Coca-Cola ad during WWII Coca-Cola representedconsumerism. Raw materials were abundant. Lots of new machines were beinginvented, that didn’t require skilled workers. Coca-Cola was being massproduced and sold everywhere. Coca-Cola was so popular among all types ofpeople that it didn’t have to be tailored to local tastes.
With the inventionof the railway and the telegraph it became a single market. Coca-Cola becamethe most valuable brand in the world in 2012, it was sold in over 200countries. Coca-Cola sales one serving for every four people on earth each day.It is the 22nd most profitable company in the United States.
Revenues top $48 billion and net income is over $9 billion, it is the greatestprofit generating business in world history. Coke became very appealingeconomically because it seemed to ask for very little of the rewards itgenerated. Coca-Cola being mass produced “Coca-Cola came to stand foreverything that was deemed wrong with capitalism.” It was industrialized, ithelped industrialism flourish.
Coke separated manufacturing from assembly. Specializedmachines became new to the manufacturing world, there was a machine for dispensingthe product, one for putting the cap on and other machines in the process ofmaking Coca-Cola as well. Mass production began to flourish with the use of specializedmachines. Pretty soon coke was mass marketed. “Cultural imperialism is when onenation can dominate and control the cultural values of another, usually thoughthe desire of the dominant state to bend and attempt to shape neighboringstates.” Coca cola is the second most known word globally.
Coca Cola changestheir image based on the culture they are being presented to. They useadvertising to appeal to all types of cultures. Imperialism and capitalism areconnected through coca cola. Coke used an outsourcing strategy. They usednetworks they did not own or directly manage to channel natural resources theyneeded for their product. A lot of companies valued Coca Cola for letting othercompanies be a part of them in a way.
They used outside resources keeping a lotof companies in business, which is an example of capitalism. Coca-Cola committedto making their drink an arm’s reach from desire. When Coca-Cola was first invented itwas patented as a medication. In CreationMyth of Citizen Coke the author states “he advertised it as a ‘brain tonic’that ‘cures morphine and opium habits and desire for intoxicants, drink thisand all your mental and physical anxieties will vanish.” There were also ad’ssaying Coca-Cola would cure headaches and exhaustion. This is one reason whymany began to choose to drink Coca-Cola.
Our nation was on edge after the warand through the depression coke offered liquid serenity. Coca-Cola eventuallymoved away from being categorized as a medicinal beverage because there was achange in tax laws, there was a limited market share as a medicine, and gloomymarketing affected sales. Ad for coke as a medicinal beverageCoca-Cola was a mass produced, massmarketed product, consumed by rich and poor. It represents American values,communism, and imperialism. Coca-Cola is connected through communism andimperialism. Coca-Cola appeals to everyone around the world and brings peopletogether. Coca-Cola’sdistinctive glass bottle Works Cited “Coca Cola: The Ultimate Reflection ofCultural Imperialism.
” Theories of theMedia… Just more exciting, 3 Apr. 2011,jrobe100.wordpress.com/2011/03/15/coca-cola-the-ultimate-reflection-of-cultural-imperialism/.