OPEN HAPPINESS: an interpretive analysis of Coca-Cola’s advertisement and the liberation through con-sumption in artistic capitalism
The present essay aims to map the transnational Coca-Cola’s history and its growing consolidation inside capitalism’s development, analyzing the marketing strategies made by the brand and evidencing how it was essential for the image construction of Coca-Cola, because besides the environmental scand...
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| Format: | article |
| Status: | Published version |
| Publication Date: | 2022 |
| Country: | Brasil |
| Institution: | Universidade de Brasília (UnB) |
| Repository: | Pólemos (Brasília) |
| Language: | Portuguese |
| OAI Identifier: | oai:ojs.pkp.sfu.ca:article/38662 |
| Online Access: | https://periodicos.unb.br/index.php/polemos/article/view/38662 |
| Access Level: | Open access |
| Keyword: | Capitalismo artista. Coca-Cola. Consumo. Libertação. Propaganda. Advertisement. Artistic capitalism. Coca-Coca. Consumption. Liberation. |
| Summary: | The present essay aims to map the transnational Coca-Cola’s history and its growing consolidation inside capitalism’s development, analyzing the marketing strategies made by the brand and evidencing how it was essential for the image construction of Coca-Cola, because besides the environmental scandals, endeavors against the public health system and manipulating scientific articles which could damage them, the brand still one of the most valuable in the global marketing and one of the most consumed. To explain such phenomenon, we explore the concept of artistic capitalism by Lipovetsky and Serroy (2005) and liberation through consumption brought by Boltanski and Chiapello (2009), clarifying that the real selling product of Coca-Cola goes beyond simple sugar drinking. |
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