Coke and the beach

Hayward, P

Coke and the beach

Hayward, P

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Publisher:: Routledge
Publication Type:: Chapter
Citation:: Decoding Coca-Cola A Biography of a Global Brand, 2021, pp. 184-197
Issue Date:: 2021-12-07

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Field	Value	Language
dc.contributor.author	Hayward, P https://orcid.org/0000-0002-0018-0174
dc.date.accessioned	2023-01-05T23:27:46Z
dc.date.available	2023-01-05T23:27:46Z
dc.date.issued	2021-12-07
dc.identifier.citation	Decoding Coca-Cola A Biography of a Global Brand, 2021, pp. 184-197
dc.identifier.isbn	1351024019
dc.identifier.isbn	9781351024013
dc.identifier.uri	http://hdl.handle.net/10453/164732
dc.description.abstract	This chapter addresses a promotional nexus concerning consumer perceptions of the distinctive Coca-Cola bottle as symbolising desirable, curvaceous femininity and the related use of beach imagery particularly beachside bodies to associate the brand with summer leisure, pleasure, and desire. Since the introduction of calendars featuring 'Coca-Cola Girls' in 1900, the association between young women's lightly clad curvaceous bodies and beaches first occurred in the 1920s and became prominent in the 1930s. In implicit recognition of the habitual objectification of the barely clad female body in such material, a Dutch Coca-Cola ad circa 2004 shows a young woman in a skimpy red dress on a beach, drinking Coke Light and staring lasciviously at a handsome young man emerging from the surf. Kegs are allowed on the beach but no glass bottles. One notable, high-profile example of this drew on the previously discussed association of the product, the beach and bodies through both linguistic terminologies and audio-visual representations.
dc.format.extent	15
dc.language	en
dc.publisher	Routledge
dc.relation.ispartof	Decoding Coca-Cola A Biography of a Global Brand
dc.relation.isbasedon	10.4324/9781351024020-12
dc.rights	info:eu-repo/semantics/closedAccess
dc.title	Coke and the beach
dc.type	Chapter
pubs.organisational-group	/University of Technology Sydney
pubs.organisational-group	/University of Technology Sydney/Faculty of Arts and Social Sciences
pubs.organisational-group	/University of Technology Sydney/Faculty of Arts and Social Sciences/School of Communication
utslib.copyright.status	closed_access	*
pubs.consider-herdc	false
dc.date.updated	2023-01-05T23:27:45Z
pubs.place-of-publication	UK
pubs.publication-status	Published
dc.location	UK

Abstract:

This chapter addresses a promotional nexus concerning consumer perceptions of the distinctive Coca-Cola bottle as symbolising desirable, curvaceous femininity and the related use of beach imagery particularly beachside bodies to associate the brand with summer leisure, pleasure, and desire. Since the introduction of calendars featuring 'Coca-Cola Girls' in 1900, the association between young women's lightly clad curvaceous bodies and beaches first occurred in the 1920s and became prominent in the 1930s. In implicit recognition of the habitual objectification of the barely clad female body in such material, a Dutch Coca-Cola ad circa 2004 shows a young woman in a skimpy red dress on a beach, drinking Coke Light and staring lasciviously at a handsome young man emerging from the surf. Kegs are allowed on the beach but no glass bottles. One notable, high-profile example of this drew on the previously discussed association of the product, the beach and bodies through both linguistic terminologies and audio-visual representations.

Please use this identifier to cite or link to this item:

http://hdl.handle.net/10453/164732