Research

Santa Claus Does More than Deliver Toys: Advertising's Commercialization of Collective Memory

This paper explores the role that advertising plays in shaping collective memories. One example of how this multiphase process (the past interacting with the present and the present interacting with the past) is demonstrated by examining the images of advertising that use Santa Claus. Specifically, Coca-Cola's claim to the modern day image is juxtaposed with other sources of the image to discuss the viability of attributing the image to just one source. The paper concludes by discussing how marketing processes, specifically advertising, contribute to the cultural meaning and collective remembrance of images.

Publication Information
Article Title: Santa Claus Does More than Deliver Toys: Advertising's Commercialization of Collective Memory
Journal: Consumption, Markets, and Culture (Jan, 2001)
4/10253866
Author(s): Okleshen, Cara;  Stacey Menzel-Baker, ;  Mittelstaedt, Robert A
Researcher Information
    
Mittelstaedt, Robert A
Mittelstaedt, Robert A
Emeritus
Marketing
HLH 345
P.O. Box 880492
University of Nebraska-Lincoln
Lincoln, NE 68588-0492, USA
Phone: (402) 472-2316
Fax: (402) 472-9777
rmittelstaedt1@unl.edu