Summary

Melissa Rubin analyzed a Coca-Cola ad and discovered that certain components of the ad reflect the American culture at the time. Seeing how the cola company was attuned to the racial intolerance of the 1950's, Rubin describes the people in the ad as "a white male dominated society in which servicemen and veterans were a numerous and prominent presence." The Illustrations of the ad only depict ordinary white men and very few women, but when the company did occasionally decide to feature a person of color, it was always a famous one. The author also describes how the ad is trying to recognize "patriotism inspired by the war" so that it will evoke positive feelings about the product. The company achieves this by featuring working class men in uniform, and creating an economic/ war related appeal.