Part 12 (2/2)
Page 32 ”I sometimes think that once”: Pendergrast, 132. Pendergrast, 132.
Page 32 ”The syrup of life by now”: Watters, 109. Watters, 109.
Page 32 scandalized Atlanta society: Pendergrast, 132; Allen, 152. Pendergrast, 132; Allen, 152.
Page 32 ”Everybody is dead but me”: Asa Candler testimony, Asa Candler testimony, My-Coca Company v. Baltimore Process Company My-Coca Company v. Baltimore Process Company, 1924.
Page 32 dying alone in a New York City hotel room: Pendergrast, 133. Pendergrast, 133.
Page 32 millions of dollars a year: The Coca-Cola Company, Annual Report, 1929. The Coca-Cola Company, Annual Report, 1929.
CHAPTER 2. BUILDING THE BRAND.
Page 36 ”a woman with three b.r.e.a.s.t.s”: E. S. Turner, E. S. Turner, The Shocking History of Advertising! The Shocking History of Advertising! (New York: E. P. Dutton, 1953), 21-23. (New York: E. P. Dutton, 1953), 21-23.
Page 36 the first serious ads . . . runaway slaves: Sivulka, 7, 12. Sivulka, 7, 12.
Page 36 wine, wigs, and perfumes: Turner, 70-71. Turner, 70-71.
Page 36 first advertising agency . . . succeed on its own merit: Stephen Fox, Stephen Fox, Mirror Makers: A History of American Advertising and Its Creators Mirror Makers: A History of American Advertising and Its Creators (Urbana and Chicago: University of Illinois Press, 1997), 14-15. (Urbana and Chicago: University of Illinois Press, 1997), 14-15.
Page 36 first industry to throw good taste . . . collectible trade cards: Bingham, 117-124, 129-132. Bingham, 117-124, 129-132.
Page 36 ”step a mile into the open country”: Young, 122. Young, 122.
Page 36 One enterprising laxative maker . . . U.S. Government turned him down: David W. Dunlap, ”Miss Liberty's Sc.r.a.pbook,” David W. Dunlap, ”Miss Liberty's Sc.r.a.pbook,” New York Times New York Times, May 18, 1986; Zach Nauth, ”Some Trying to Cash In on Lady Liberty,” Los Angeles Times Los Angeles Times, March 30, 1985.
Page 37 new way to reach the ma.s.ses: Young, 38-39. Young, 38-39.
Page 37 11 million medicine ads . . . name of a tablet or salve: Bingham, 113-114. Bingham, 113-114.
Page 37 ”I can advertise dish water”: Young, 101. Young, 101.
Page 37 ”The Army protects our country”: Carson, 100. Carson, 100.
Page 37 Hembold's Extract of Buchu: Sivulka, 39-40. Sivulka, 39-40.
Page 37 half-robed girl entering or exiting a bath: Carson, 15, 25, 33, 103; Bingham, 107, color insert 39-40. Carson, 15, 25, 33, 103; Bingham, 107, color insert 39-40.
Page 37 ”The greatest advertising men of my day”: Turner, 138-139. Turner, 138-139.
Page 37 necessity for products sold nationally: Turner, 170-171; Jeffrey Schrank, Turner, 170-171; Jeffrey Schrank, Snap, Crackle, and Popular Taste: The Illusion of Free Choice in America Snap, Crackle, and Popular Taste: The Illusion of Free Choice in America (New York: Dell, 1997), 109-110. (New York: Dell, 1997), 109-110.
Page 37 concept of a ”brand”: Sivulka, 48. Sivulka, 48.
Page 37 from mere middlemen to full-stop shops: Fox, 13. Fox, 13.
Page 38 developing cloying catchphrases: Turner, 110-111. Turner, 110-111.
Page 38 ”How really different was this product”: Tedlow, 27. Tedlow, 27.
Page 38 spent more than $70 . . . earning less than $50: Pendergrast, 31, 475; Allen, 29. Pendergrast, 31, 475; Allen, 29.
Page 38 c.o.ke's Spencerian script . . . advertising accrual: Watters, 50. Watters, 50.
Page 38 advertising budget had swollen to more than $11,000: Louis and Yazijian, 23. Louis and Yazijian, 23.
Page 38 c.o.ke's very first ad: Atlanta Journal Atlanta Journal, May 26, 1886.
Page 39 touting the drink as refreshment and ”nerve tonic”: Pendergrast, 30; Allen, 36. Pendergrast, 30; Allen, 36.
Page 39 ”satisfies the thirsty”: Louis and Yazijian, 95. Louis and Yazijian, 95.
Page 39 Alfred Lasker . . . ”We Do the Rest”: Fox, 50. Fox, 50.
Page 39 ”Instead of advertising to one man”: Robinson testimony, Robinson testimony, Rucker Rucker, 86.
Page 39 total of $29,500 . . . almost entirely removed: Allen, 43-45. Allen, 43-45.
Page 39 E. W. Kemble and especially Samuel Hopkins Adams: Young, 215-217. Young, 215-217.
Page 40 procession of smiling, fancily dressed Victorian women: Dietz, 50; Goodrum, 90. Dietz, 50; Goodrum, 90.
Page 40 convulsive demographic changes: Mady Schutzman, Mady Schutzman, The Real Thing: Performance, Hysteria, & Advertising The Real Thing: Performance, Hysteria, & Advertising (Hanover, NH, and London: Wesleyan University Press, 1999), 36. (Hanover, NH, and London: Wesleyan University Press, 1999), 36.
Page 40 ”evidence of leisure”: Thorstein Veblen, Thorstein Veblen, The Theory of the Leisure Cla.s.s The Theory of the Leisure Cla.s.s (Amherst, NY: Prometheus, 1998 [orig. pub. 1899]), 265, 171; see also Rob Walker, (Amherst, NY: Prometheus, 1998 [orig. pub. 1899]), 265, 171; see also Rob Walker, Buying In: The Secret Dialogue Between What We Buy and Who We Are Buying In: The Secret Dialogue Between What We Buy and Who We Are, (New York: Random House, 2008), 64-65.
Page 40 ”The President drinks c.o.ke”: Paul Richard, ”Andy Warhol, the Ghostly Icon: At the N.Y. Show, Summoning Images of the Pop Legend,” Paul Richard, ”Andy Warhol, the Ghostly Icon: At the N.Y. Show, Summoning Images of the Pop Legend,” Was.h.i.+ngton Post Was.h.i.+ngton Post, February 6, 1989.
Page 40 ”the effect of modern advertising”: Fox, 70. Fox, 70.
Page 41 subconscious desires: Turner, 146. Turner, 146.
Page 41 especially adopted by makers of luxury items: Sivulka, 117. Sivulka, 117.
Page 41 took over advertising from the older Frank Robinson: Candler, Candler, Asa Griggs Candler Asa Griggs Candler, 139.
Page 41 Dobbs dumped Ma.s.sengale . . . baseball legend Ty Cobb: Dietz, 50-52. Dietz, 50-52.
Page 41 circuses, cigarettes . . . soft drink companies . . . ”Interestingly enough”: Tom Reichert, Tom Reichert, The Erotic History of Advertising The Erotic History of Advertising (Amherst, NY: Prometheus Books, 2003), 29, 46, 88. (Amherst, NY: Prometheus Books, 2003), 29, 46, 88.
Page 42 One 1910 ad . . . no ”hint of impurity”: Watters, 218. Watters, 218.
Page 42 ”clean, truthful, honest publicity”: Allen, 79. Allen, 79.
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