There was a recent story in the telegraph about a Catholic group in Gremany, who want to ban Santa Claus this Christmas because they see him as "an invention of the advertising industry designed to boost sales". They instead want the reintroduction of the traditional St. Nicholas, who the group describe as "a helper in need who reminds us to be kind, help our neighbours and to give the gift of happiness". I think that they have a fair point (if not a little bit of an over-reaction however); Christmas has been for a long time a massively commercialised event and the true values and meanings of it as a Christian festival have been forgotten,and it is a shame that the figure of Santa Claus does stand at the heart of this. However, what is interesting is that the modern depiction of Santa Claus as a fat, jolly man in a red suit that is recognised all over the world began as part of an advertising campaign for Coca-Cola in the 1920's to promote the drink as a beverage for all seasons. But it was from 1931 onwards that a man from the D'Arcy Advertising Agency named Haddon Sundbloom began to work with the image of Santa Claus. Over the following 33 years, these adverts had become so iconic and popular that the only remaining perception people had of Santa was from these images.
I am certain that if there is ever to be an example of the power of advertising, then this would be it. Just think about the impact that it has had on not just for the Coca-Cola Company, but on the whole festive season as a whole. From it's humble beginnings in the 1920's of an advert with the simple intention of promoting Coca-Cola as a drink for winter and not just summer, to near single-handedly shaping the whole way people celebrate a religous festival is actually quite frightening concept...but hugley impressive.
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