I have chosen Coca Cola as the brand that |I have focused on when considering iconography. After all there are very few more widley recognised figueres that Santa Claus, oviously from different places and regions his name, outfit and traditions varied due to the customs, beleifs and heritage of that country or reigon. However whatever and however he was refered to he is more or less the same person. In 1930 this vagueness about who he was, what he did and how he did it would all change. The Coca Cola Company took this icon and made him more iconic by giving the fairy tale an identity. By associating him with thier brand this is one of the most effective uses of iconography to sell produce. This image became Santa Claus across most of the world, however it bears very little resemblance to the original ideas of his costume (which was green). Therfore it is fair to say that this icon was created and employed as a strategy by the company in order to demostrate messages they could not include in the product description but they had a character convey them. These were qualities such as; kindness, Christmas spirit, generosity and joy that are then, all associated with the product.
I have also chosen this Coke Zero advert that demostrates the opposite of iconography, the stereotyped suave sophisticated 'real man' is replaced by a comedic, more femine and more spontanious every day man who jumps to the rescue of the iconic beautiful 'Bond Girl' who is seductive and alluring to any man. Therefore this advert shows both an icon and also how an illimination of certain icons can make a product more desirable and appealing to a modern audience.
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