Pop Art and Pin up girls

When Tiki emerged in the mid 20 th century, one element most commonly seen in general advertising was the use of the female form to attract attention. This element was used in the advertising of various products including cigarettes, Coca Cola, washing powder and stockings. In all of them young, good looking women play the main role to attract the attention mostly of men as they were usually the head of the family.

Vintage coca cola advertisements used the same technique as the early Tiki related advertisements I have looked at. The main features in these advertising campaigns were paintings of, used in the same way as photographs are now. It was important to place the Coca Cola brand name on the posters to create an immediate recognition factor. These days, this logo has become iconic and is one of the first symbols that young  children can remember. Since the emergence of the Coca Cola brand its logo has  never changed in a major way except between 1890 - 1891when they tried something different, with  an extra swirly script  added.

 

 But the company reverted  after just one year  to the old font we all know. This shows that the consistency of the logo throughout all the years that it has been trading has created a huge brand awareness all over the world.

These two painted posters are made in a similar way, seductive females enjoying  coke.

They are charming and embody the perfect and morally upright wifely European woman unlike the sexually available wahines in  the Hawaii advertisements. Instead of relying on the appeal  of the exotic, they used the beauty of 'home'. Hawaii is far off and  unattainable for most, whereas you can allow yourself a coke at any time. Coca Cola seems to use a similar way to Tiki advertisements, they get the costumer into the ‘mood’ of a Coca Cola by using these trigger points in their mind.