Coca Cola Commercial Quotes

The only way that I could figure they could improve upon Coca-Cola, one of life's most delightful elixirs, which studies prove will heal the sick and occasionally raise the dead, is to put bourbon in it.

In a culture that is becoming ever more story-stupid, in which a representative of the Coca-Cola company can, with a straight face, pronounce, as he donates a collection of archival Coca-Cola commercials to the Library of Congress, that 'Coca-Cola has become an integral part of people's lives by helping to tell these stories,' it is perhaps not surprising that people have trouble teaching and receiving a novel as complex and flawed as Huck Finn, but it is even more urgent that we learn to look passionately and technically at stories, if only to protect ourselves from the false and manipulative ones being circulated among us.

most cherished desires of present-day Westerners are shaped by romantic, nationalist, capitalist and humanist myths that have been around for centuries. Friends giving advice often tell each other, ‘Follow your heart.’ But the heart is a double agent that usually takes its instructions from the dominant myths of the day, and the very recommendation to ‘follow your heart’ was implanted in our minds by a combination of nineteenth-century Romantic myths and twentieth-century consumerist myths. The Coca-Cola Company, for example, has marketed Diet Coke around the world under the slogan ‘Diet Coke. Do what feels good.’ Even what people take to be their most personal desires are usually programmed by the imagined order. Let’s consider, for example, the popular desire to take a holiday abroad. There is nothing natural or obvious about this. A chimpanzee alpha male would never think of using his power in order to go on holiday into the territory of a neighbouring chimpanzee band. The elite of ancient Egypt spent their fortunes building pyramids and having their corpses mummified, but none of them thought of going shopping in Babylon or taking a skiing holiday in Phoenicia. People today spend a great deal of money on holidays abroad because they are true believers in the myths of romantic consumerism. Romanticism tells us that in order to make the most of our human potential we must have as many different experiences as we can. We must open ourselves to a wide spectrum of emotions; we must sample various kinds of relationships; we must try different cuisines; we must learn to appreciate different styles of music. One of the best ways to do all that is to break free from our daily routine, leave behind our familiar setting, and go travelling in distant lands, where we can ‘experience’ the culture, the smells, the tastes and the norms of other people. We hear again and again the romantic myths about ‘how a new experience opened my eyes and changed my life’. Consumerism tells us that in order to be happy we must consume as many products and services as possible. If we feel that something is missing or not quite right, then we probably need to buy a product (a car, new clothes, organic food) or a service (housekeeping, relationship therapy, yoga classes). Every television commercial is another little legend about how consuming some product or service will make life better. 18. The Great Pyramid of Giza. The kind of thing rich people in ancient Egypt did with their money. Romanticism, which encourages variety, meshes perfectly with consumerism. Their marriage has given birth to the infinite ‘market of experiences’, on which the modern tourism industry is founded. The tourism industry does not sell flight tickets and hotel bedrooms. It sells experiences. Paris is not a city, nor India a country – they are both experiences, the consumption of which is supposed to widen our horizons, fulfil our human potential, and make us happier. Consequently, when the relationship between a millionaire and his wife is going through a rocky patch, he takes her on an expensive trip to Paris. The trip is not a reflection of some independent desire, but rather of an ardent belief in the myths of romantic consumerism. A wealthy man in ancient Egypt would never have dreamed of solving a relationship crisis by taking his wife on holiday to Babylon. Instead, he might have built for her the sumptuous tomb she had always wanted. Like the elite of ancient Egypt, most people in most cultures dedicate their lives to building pyramids. Only the names, shapes and sizes of these pyramids change from one culture to the other. They may take the form, for example, of a suburban cottage with a swimming pool and an evergreen lawn, or a gleaming penthouse with an enviable view. Few question the myths that cause us to desire the pyramid in the first place.

A second element in the creation of commercial value is scarcity, the separation of people from whatever they might want or need. In artificial environments, where humans are separated from the sources of their survival, everything obtains a condition of relative scarcity and therefore value. There is the old story of the native living on a Pacific island, relaxing in a house on the beach, picking fruit from the tree and spearing fish in the water. A businessman arrives on the island, buys all the land, cuts down the trees and builds a factory. Then he hires the native to work in it for money so that someday the native can afford canned fruit and fish from the mainland, a nice little cinder-block house near the beach with a view of the water, and weekends off to enjoy it. The moment people move off land which has directly supported them, the necessities of life are removed from individual control. The things people could formerly produce for their survival must now be paid for. You may be living on the exact spot where a fruit tree once fed people. Now the fruit comes from five hundred miles away and costs thirty-five cents apiece. It is in the separation that the opportunity for profit resides. When the basic necessities are not scarce—in those places where food is still wild and abundant, for example—economic value can only be applied to new items. Candy bars, bottled or chemical milk, canned tuna, electrical appliances and CocaCola have all been intensively marketed in countries new to the market system. Because these products hadn’t existed in those places before, they are automatically relatively scarce and potentially valuable.

The patent expressly guarantees the inventor “the right to exclude others from making, using, or selling” the idea for the twenty-year life of the patent. The patent holder can, if he chooses, issue licenses to others to make, use, or sell the idea. The license fees can bring in large sums of money. If anybody tries to market the patented product without obtaining a license, the inventor can go into federal court to get an injunction and money damages. Not a bad deal at all for the inventor. In exchange for those benefits, though, the patent holder has to reveal all the secrets of his success. The patent law says that an inventor must provide “a written description of the invention, and of the manner and process of making and using it, in . . . full, clear, concise and exact terms.” The inventor and his company might have expended a dozen years and a hundred million dollars perfecting the idea; once a patent is granted, anybody in the world can acquire the plans—full, clear, concise, and exact—from the Patent Office for $3. If, for example, John S. Pemberton had applied for a patent for the formula he whipped up in his backyard in Atlanta one day in the mid-1880s, the product that he invented—a soft drink that he named Coca-Cola—would have entered the public domain in 1903, when the patent expired. Anybody in the world would have been free from that day forward to brew and sell the drink without paying a penny to the Coca-Cola Company. But Pemberton kept his formula unpatented, and thus secret. Even without a patent, Coca-Cola has been able to defend its formula under a body of law known as trade secret protection, which makes it illegal to copy deliberately somebody else’s commercial idea.

This was America's new cable-wired, online nationalism, honey-combed lives intersecting during collective agony, the knee-pad titillation of Oval Office sex, the rubbernecking of celebrity violence. Until the Women's World Cup, the two biggest sports-related stories of the 1990s were the murder trial of O.J. Simpson and the knee-whacking shatter of figure skating's porcelain myth. Fans cheer for professional city teams and alma maters, but there is no grand, cumulative rooting in the United States except for the disposable novelty of the Olympics. With the rare exception of the Super Bowl is background noise, commercials interrupted by a flabby game, the Coca-Cola bears more engaging than the Chicago Bears.

And the historical corrective goes even further, as the energetic and material foundations of modern civilization go back into the five decades before the beginning of World War I and, to a surprisingly high degree, to a single decade, the 1880s. That decade saw the invention and patenting, and in many cases also the successful commercial introduction, of so many processes, converters, and materials indispensable for modern civilization that their aggregate makes the decade’s record unprecedented, and most likely unrepeatable. Bicycles, cash registers, vending machines, punch cards, adding machines, ballpoint pens, revolving doors, and antiperspirants (and Coca Cola and the Wall Street Journal) could be dismissed as the decade’s minor inventions and innovations.