Sociology 2172A/B Lecture Notes - Hilda Clark, Cola Wars, Fur Clothing

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Published on 19 Apr 2013
Department
Professor
Mar. 12 /13
Globalization of Popular Culture
- Polarization Keep everyone close together, countries isolated unto themselves
- Integration moving around, one community as a whole, interdependence between
countries
Globalizing the “American Dream”
- What it means to be American is being sold around the world
- Look at what advertising is telling people in other countries
- “Advertising is a potent force for change.. Selectively reinforcing certain values, lifestyles,
and role models”
- Industrial revolution attitude toward consumption
Changed considerably
Intro of technology that produced products that were not available before
Now, products that only the wealthy used to have can be purchased by ANYONE
because cost of production went down
Access to goods expanded to entire populations
o NOW HAPPENING ON A GLOBAL SCALE
- NOW: American products are available to people who couldn’t afford them in the past
- 1900 exposition in Paris good replaced other aspects of culture to meet emotional needs
Fulfillment of fantasies gives them a temporary sense of wealth
o Homogenizing world, or just representing American culture?
Representations of American Culture
- Coca-Cola (Atlanta, Georgia)
John Pemberton
Built on 100 years of American life
Contained 9mg of cocaine per glass
o Also had alcohol
o People started complaining of headaches
1903 alcohol and coke removes
First billboard in America created by Coke on a traintrack
Most memorable Coca-Cola adds
o 1895 Hilda Clark: attractive, well of women
o 1971 “I’d like to teach the world to sing”
Written for Coke commercial
o Cola wars 1980’s
People participated in taste tests
50% said they preferred Coke even though they liked the taste of
Pepsi (doesn’t mean anything)
All the taste test showed was people probably cant taste the different
between Coke and Pepsi
In response, Coke put out adds where they had two chimps choosing
which tennis ball was furrier
1941 official trademark of product was Coke
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Document Summary

Polarization keep everyone close together, countries isolated unto themselves. Integration moving around, one community as a whole, interdependence between countries. What it means to be american is being sold around the world. Look at what advertising is telling people in other countries. Selectively reinforcing certain values, lifestyles, and role models . Now, products that only the wealthy used to have can be purchased by anyone. Intro of technology that produced products that were not available before because cost of production went down. Access to goods expanded to entire populations: now happening on a global scale. Now: american products are available to people who couldn"t afford them in the past. 1900 exposition in paris good replaced other aspects of culture to meet emotional needs. Built on 100 years of american life. Contained 9mg of cocaine per glass: also had alcohol, people started complaining of headaches. First billboard in america created by coke on a traintrack.

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