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Coca-Cola Television Advertising: A Selected Bibliography

Adler, Richard P., ed. Understanding Television: Essays on Television as a Social and Cultural Force. New York: Praeger, 1981.

American Can Company. Carbonated Beverages in the United States: Historical Review. Greenwich, Conn.: Marketing Research-Packaging, American Can Company, 1972.

Andren, Gunnar, et al. Rhetoric and Ideology in Advertising. Stockholm: Liber Forlog, 1978.

Arlen, Michael J. Thirty Seconds. New York: Farrar, Strauss & Giroux, 1980.

Atwan, Robert, Donald McQuade, and John W. Wright. Edsels, Luckies and Frigidaires: Advertising the American Way. New York: Delta, 1979.

Baldwin, Huntley. Creating Effective TV Commercials. Chicago: Crain, 1982.

Barnouw, Erik. The Sponsor: Notes on a Modern Potentate. New York: Oxford University Press, 1978.

Cashill, John R. "Packaging Pop Mythology." In The New Languages, edited by Thomas H. Olgren and Lynn M. Berk, 79-90. Englewood Cliffs, N.J.: Prentice-Hall, 1977.

Cleary, David Powers. Great American Brands. New York: Fairchild, 1981.

Coca-Cola Company. The Chronicle of Coca-Cola Since 1886. Atlanta: The Coca-Cola Company, [1982?].

------. The Coca-Cola Bottler: 50th Anniversary Issue. Atlanta: The Coca-Cola Company, 1959 [April].

------. The Coca-Cola Company: An Illustrated Profile of a Worldwide Company. Atlanta: The Coca-Cola Company, 1974.

------. Coke Is It! [consumer information booklet]. Atlanta: The Coca-Cola Company, 1982.

------ A Picture Book Relating the Fantastic and Phenomenal Through-the-Years Account_of_Coca-Cola. Atlanta: The Coca-Cola Company, 1972.

------. The Refresher Magazine: 75th Anniversary Issue. Atlanta: The Coca-Cola Company, 1961.

------. Refreshing Facts about Coca-Cola [consumer information booklet]. Atlanta: Consumer Information Center, The Coca-Cola Company, 1982.

------. The Romance of Coca-Cola. Atlanta: The Coca-Cola Company, 1916.

Conrad, Jon J. The TV Commercial: How It Is Made. New York: Van Nostrand Reinhold, 1983.

Diamant, Lincoln. The Anatomy of a Television Commercial. New York: Hastings House, 1970.

Dietz, Lawrence. Soda Pop: The History, Advertising, Art and Memorabilia of Soft Drinks in America. New York: Simon and Schuster, 1973.

Dominick, Joseph R., and Gail E. Rauch. "The Image of Women in Network TV Commercials." Journal of Broadcasting 18, no. 3 (Summer 1972): 259-65.

Dyer, Gillian. Advertising as Communication. New York: Methuen, 1982.

Elliott, Charles. "Mr. Anonymous": Robert W. Woodruff of Coca-Cola. Atlanta: Cherokee Publishing Company, 1982.

Esslin, Martin. The Age of Television. San Francisco: W. H. Freeman, 1982.

Ewen, Stuart. Captains of Consciousness: Advertising and the Social Roots of the Consumer Culture. New York: McGraw-Hill, 1976.

Ewen, Stuart, and Elizabeth Ewen. Channels of Desire: Mass Images and the Shaping of American Consciousness. New York: McGraw-Hill, 1982.

Fowles, Jib. Mass Advertising as Social Forecast: A Method for Futures Research. Westport, Conn.: Greenwood Press, 1976.

Fox, Stephen. The Mirror Makers: A History of American Advertising and Its Creators. New York: Morrow, 1984.

Freeman, John Paul. "The Real Thing: 'Lifestyle' and 'Cultural' Appeals in Television Advertising for Coca-Cola, 1969-1976." Ph.D. diss., University of North Carolina at Chapel Hill, 1986.

Garrett, Franklin. Coca-Cola, 1886-1962: A Chronological History. Atlanta: The Coca-Cola Company, 1962.

Geis, Michael. The Language of Television Advertising. New York: Academic Press, 1982.

Gilborn, Craig. "Pop Iconology: Looking at the Coke Bottle." In Icons of Popular Culture, edited by Marshall Fishwick and Ray B. Browne, 13-28. Bowling Green, Ohio: Bowling Green University Popular Press, 1970.

Glatzer, Robert. The New Advertising: The Great Campaigns from Avis to Volkswagen. New York: Citadel, 1970.

Goffman, Irving. Gender Advertisements. London: Macmillan Press, 1979.

Goldstein, Shelly, and Helen Goldstein. Coca-Cola Collectibles. 4 vols. Los Angeles: Goldstein & Co., 1971-75.

"Graying of the Soft Drink Industry." Business Week, May 23, 1977, 68-72.

Hall, Bob. "Case Study: Coca-Cola and Methodism." Southern Exposure 4 (1977): 98-101.

Hall, Jim. Mighty Minutes: An Illustrated History of Television's Best Commercials. New York: Harmony/Crown, 1984.

Heighton, Elizabeth J., and Don R. Cunningham. Advertising in the Broadcast and Cable Media. Belmont, Calif.: Wadsworth, 1984.

Kahn, E. J., Jr. The Big Drink: The Story of Coca-Cola. New York: Random House, 1960.

Key, Wilson Bryan. Subliminal Seduction: Ad Media's Manipulation of a Not So Innocent America. Englewood Cliffs, N.J.: Prentice-Hall, 1973.

Kurtz, Bruce. Spots: The Popular Art of American Television Commercials. New York: Arts Communications, 1977.

Louis, J. C., and Harvey Vazijian. The Cola Wars. New York: Everest House, 1980.

McMahon, Harry Wayne. The Television Commercial. New York: Hastings House, 1957.

Martin, Milward. Twelve Full Ounces. New York: Holt, Rinehart & Winston, n.d.

Munsey, Cecil. The Illustrated Guide to the Collectibles of Coca-Cola. New York: Hawthorne, 1972.

Munsey, Cecil, and Allan Petretti. Official Coca-Cola Collectibles Price Guide. Hackensack, N.J.: Nostalgia Publishing Co., 1980-81.

Ogilvy, David. Confessions of an Advertising Man. New York: Crown, 1983.

------. Ogilvy on Advertising. New York: Crown, 1983.

Pope, Daniel. The Making of Modern Advertising. New York: Basic Books, 1983.

Price, Jonathan. The Best Thing on TV: Commercials. New York: Penguin, 1978.

The Red Barrel, 1-33 (1921-53) ["A monthly publication issued by the Coca-Cola Company to develop and promote a higher co-ordination of all the forces which make Coca-Cola an institution"].

The Refresher, 1-15 (1953-68) [successor to The Red Barrel, designed to "foster a greater family feeling among us and a deeper sense of pride in our association with The Coca-Cola Company"].

Riley, John J. A History of the American Soft Drink Industry: Bottled Carbonated Beverages, 1807-1957. Washington, D.C.: American Bottlers of Carbonated Beverages, 1958.

------. A History of the American Soft Drink Industry: A History of the American Bottlers of Carbonated Beverages. Washington, D.C.: American Bottlers of Carbonated Beverages, 1946.

Ross, Wallace A. Best TV Commercials of the Year. New York: Hastings House, 1967.

------. Best TV and Radio Commercials. New York: Hastings House, 1968.

Schrank, Jeffrey. Snap, Crackle, and Popular Taste: The Illusion of Free Choice in America. New York: Delacorte Press, 1977.

Schudson, Michael. Advertising, the Uneasy Persuasion: Its Dubious Impact on American Society. New York: Basic Books, 1984.

Shartar, Martin, and Norman Shavin. The Wonderful World of Coca-Cola. Atlanta: Perry Communications, 1978.

------. The Wonderful World of Coca-Cola. 2nd ed. Atlanta: Capricorn Corporation, 1981.

"The Sun Never Sets on Cacoola." Time, May 15, 1950, 28-32.

Watkins, Julian Lewis. The 100 Greatest Advertisements. New York: Dover, 1959.

Watters, Pat. Coca-Cola: An Illustrated History. New York: Doubleday, 1978.

Weales, Gerald. "Be Quiet, the Commercial's On." Television Quarterly 6, no. 3 (Summer 1967): 23-27.

White, Hooper. How To Produce an Effective TV Commercial. Chicago: Crain, 1981.

Williamson, Judith. Decoding Advertisements: Ideology and Meaning in Advertising. Boston: Marion Boyars, 1978.

Wright, John W., ed. The Commercial Connection: Advertising and the American Mass Media. New York: Delta, 1979.

Zeigler, Sherilyn K., and Herbert H. Howard. Broadcast Advertising. Columbus, Ohio: Grid, 1978.

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