1. SUBJECT: Media Literacy TITLE: Step by Step Guide to Analyzing Print and Non-Print Sources

2. Formats available through Library of Congress portal www.loc.gov Prints & Photographs: Advertisements, Photographs, Drawings, Comics, Prints, Drawings, Autographs Performing Arts: Music, Theater, Dance Film: Motion Picture and Television American Memory: Interviews, Sheet Music, Radio, Speeches Formats available through the Library of Congress site: www.loc.govwww.loc.gov Audio, book, film, video, legislation, manuscript, map, music score, newspaper, periodical, print, photograph, drawing, software, e- resource, web page, 3-D object. American Folklife Center (endangered music http://www.loc.gov/fol klife/ryko.html

3. General Evaluation Criteria – common to all formats Who is the creator? What’s the intent of the creator? Who is the creator trying to reach? How was the message constructed? BUT – each format also has unique features.

4. Print Advertisements (language of advertising) name of product | company | subject of ad | target audience | medium Sources: Prints retrieved from the Library of Congress-Prints and Photographic Division www.loc.govwww.loc.gov Coca Cola ads beyond the 1880s www.1stwebdesigner.com/inspiration/coca-cola-advertising- history/ www.beautifullife.info?advertisement/history-of-coca-cola-in- ads/

5. 1800s

6. May 8, 1886, John Pemberton sold his first Coca-Cola drink at a soda fountain in Jacob’s Pharmacy, Atlanta. Subsequently he published the first Coca- Cola advertisement in the Atlanta Journal. First ad: all text

7. Early 1900s

9. Coca-Cola advertising during the early 1900′s relied on young women as their spokespersons.

10. 1930s – 1960s

11. The image of Coca-Cola Santa Claus appeared through their advertisements for three decades. Because of Coca-Cola advertising, the Santa Claus we all know and love today came into being.

12. Late 1960s

13. In 1969, Coca Cola released their new advertising slogan ‘It’s the real thing.’ The campaign now centers on the Coca-Cola bottle itself.

14. http://www.youtube.com/watch?v=Q8H526 3jCGg&feature=player_embedded

15. 1960-1980 --- Coca Cola global expansion --- 163 countries worldwide. With the swift expansion, Coca-Cola went with a massive advertising campaign. The international appeal of Coke was shared in their advertising with the slogan: ‘I’d Like to Buy the World a Coke’.

16. 1980s

18. This decade marked the birth of the diet Coke.

20. 1993

21. Aside from Santa Claus, one of Coca- Cola’s most memorable symbols of the company,is the animated Polar Bear. It came from the Northern Lights advertising campaign. The first ad featured polar bears watching a ‘movie’, a play of aurora borealis while drinking Coca-Cola.

22. 2000-present

24. The Coke Side of Life The ad campaign was launched in 2006 and it’s main theme centers around people drinking Coke and feeling happy and positive. You drink Coke, you feel good. The campaign has optimistic and positive vibes, and it captures the very essence of life. It encourages people to love spontaneity and to see the world in full color.

25. The Coca Cola Company--------- language is important What feelings do the words used in the Coca Cola company provoke? Refreshes, cools, delicious, quality, extra something, hospitality, real thing, liven up the day

26. Coca Cola implicit message Evokes adventure, innocence, mischief, fun (

27. Coca-Cola offers 500 brands and products to the world, serving more than a dozen flavors including Diet Cola, Coke Zero, Coke Cherry, Vanilla, Citra and more. Serves more than 1.7 billion servings in one day. Products by Coca-Cola are now over 3,500 including A&W, Dr. Pepper, Real Gold, Royal Tru, Lift, Ponkana, Minute Maid, Fanta, Earth and Sky and Eight O’Clock.

28. Other advertisements: medium - magazines EXPLORE THE LAMINATED ADS distributed to each table – answer the following questions What is the name of the product? Name of the company who owns the product? What is the subject of the ad? What type of magazine do you think these ads come from? Who is the target audience.