David Rosenthal: belief

Transcript context

…But by today’s standards of language, it’s a little bit kludgy I think. I think there was an element of the context of the time that came out in 1929, same year as the stock market crash. So all through the 1930s of the Depression, this idea that Coke is a pause away from the harsh realities of your day-to-day existence in the depression. A simple luxury that you can take a pause and refresh with for only 5¢ when everything around you is going to shit. I think it really resonated. So the slogans are revolutionary, cutting out all the verbiage, all the descriptive language. The other half of what Archie Lee and Bob Woodruff do with the brand is the imagery. Lee goes out and he contracts with all these famous American artists and illustrators of the day to create these American lifestyle tableaus for the visual aspects of the Coke ads. It should be a Coca-Cola advertisement that’s as……

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