Coke's Iconic Santa

It seems appropriate that the image we have of Santa Clause today is a creation of the Coco-Cola company.

• The original Coca-Cola Santa was used to promote the sales of Coke in winter.
• Today, Santa magically appears in shopping centres in the lead up to Christmas. Santa is most readily accessible to kids in these places where they can sit on his lap, tell him their Christmas wishes - the fulfilment of which will be found in the nearby stores - see reindeer, and lots of Santa's helpers. And, of course, Santa walks around handing out lollies. Santa continues to encourage consumption.
• With his 'little round belly that shook when he laughed like a bowl full of jelly' Santa has the appearance of opulence so valued by the consumer society.
• Santa comes to good boys and girls. Maybe we should say he comes to the children of good mums and dads. Hard work brings its rewards, and the more 'good' we are, the better we are rewarded. These 'good boys and girls' get lots of good things from Santa, and the 'more good' their parents the more they tend to get.
• What about the kids from poor families - the single parent, unemployed, etc.? While there will always be those that sponge off the system, there are many who are in genuine need of support. And regardless of the parent's situation, the kids are not there because of choice. Still, according to the myth, they cannot be 'good' because if they were, then Santa would reward them as well. Maybe, as they grow up, they will study hard, learn to work hard, and become 'good' servants of the free market, capitalistic economy.
• It is, after all, the economic system that rewards those who serve it, and the better we serve it the better we are rewarded.

It seems ironic that in the same shopping centres we often see another Christmas icon - the nativity scene. And while we see the three wise men that brought their gifts of gold,  incense and myrrh we also see the carpenter and his bride - with the child conceived outside wedlock - and the shepherds - good working class people. As for the baby, when he became an adult he identified so readily with those at the margins of society.

Two icons of Christmas. One leaves me feeling cynical. The other I find compelling.

If you're interested in the story of Coco-Cola and Santa, you will see it here

http://www.thecoca-colacompany.com/heritage/cokelore_santa.html