Abstract
This paper explores the role that advertising plays in shaping the collective memory of Americans by investigating the sources of the image of Santa Claus. Specifically, Coca-Cola's claim to the modern-day image of Santa Claus is juxtaposed with other sources of the image t(discuss the viability of attributing the image to just one source. The paper also discusses how marketing processes, specifically advertising, reflect, create, and shape the collective memory and cultural meaning of images. The paper concludes by examining the consequences of the commercialization of collective memory.