Unit Overview
Over the last 125 years The Coca-Cola Company has shaped and guided the advertisement industry, through the promotion of their trademark beverages. This American industry led the way in mass marketing strategies and worldwide corporate growth. Through the use of art, Coca-Cola has been able to promote their marketing campaigns by developing an image that has spoken to the hearts and souls of people all over the world. These personal connections have continued to develop an everlasting brand through symbolic meaning. Not only has this company made an impact on American history, it has shaped societies personal experiences and influenced consumer beliefs around mass media and human culture.
As the masters of manipulation and persuasion, Coca-Cola has embraced consumer impulse buying and social conformity through the development of catchy jingles, memorable poster advertisements and slogans, commercials, collectables, and a trademark which has made an impression on the world. This unit will explore the history of The Coca-Cola Company and their marketing impact on culture and personal identification. These lessons will also examine how artists incorporate Coca-Cola's iconic symbols in their artwork as a form of creative expression to popular culture. To end this unit students will investigate the concept of "Culture Jamming" as a way to create social awareness and the ability to see beyond the logos and marketing campaigns.
As the masters of manipulation and persuasion, Coca-Cola has embraced consumer impulse buying and social conformity through the development of catchy jingles, memorable poster advertisements and slogans, commercials, collectables, and a trademark which has made an impression on the world. This unit will explore the history of The Coca-Cola Company and their marketing impact on culture and personal identification. These lessons will also examine how artists incorporate Coca-Cola's iconic symbols in their artwork as a form of creative expression to popular culture. To end this unit students will investigate the concept of "Culture Jamming" as a way to create social awareness and the ability to see beyond the logos and marketing campaigns.
Target Grade Level
- Middle School/ High School
Estimated Unit Completion Time
- Approximately 8 weeks to 1 semester depending on class times and schedules
Essential Questions & Big Ideas
- How does the history of The Coca-Cola Company impact the company's success?
- What role do artists play in marketing Coca-Cola's products?
- In what ways do corporations use marketing to promote their product?
- What affects do advertising have on consumers? What method of advertising has the largest impact on consumers' buying habits?
- Why do artists use "Culture Jamming" in their art?
Desired Results
- Students will engage in discussion about The Coca-Cola Company's history and the company’s impact on the world through advertising.
- Students will recognize how art plays a major role in the marketing and design of a product.
- Students will create posters and advertisements that will reflect the spirit of Coca-Cola. They will use what they learn from the artists and their advertisements to create a marketing campaign.
- Students will learn to recognize corporate influences on individual consumption.
- Students will learn to become objective consumers who can distinguish how marketing campaigns, images, brands, symbols, and advertisements affect culture conformity.
- Students will gain an understanding of "Culture Jamming."
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