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- 原文标题：The History of Coca-Cola Print Advertising
- 原文作者：Aimee Sway
- 原文来源：smashingshare.com
Coca-Cola is one of the most iconic brands in American history. Now sold around the world, the main source of this company’s success derives from its effective use of advertising from its inception through until present day.可口可乐是美国历史上最具传统的品牌之一。虽然如今销往全世界，但自始至今，这家公司成功的主要原因来自它对宣传广告的充分利用。
Other companies struggling to increase their product sales can learn a great deal from Coca-Cola’s advertising history. Specifically, other companies should note how this legendary brand has adapted its marketing strategies to match the changing values and trends of each generation. The following are a few key points in this brand’s advertising history to help you can begin understanding why their marketing strategies are so effective.
那些寻求扩大产品销量的公司能从可口可乐的宣传广告史中学到很多东西。明确地来说，随着每一代人的价值观与时尚趋势的改变，那些公司应当注意到这个具有传奇色彩的品牌是如何采取它的营销策略的。下面是该品牌广告宣传史当中的一些关键点，它有助于你理解为什么他们的营销策略如此奏效。
An Adertising History of Coca-Cola
一段可口可乐的宣传广告史
The Beginning
The first Coca-Cola was sold in 1886 in Atlanta, Georgia, but the company’s first advertisement wasn’t released until 1895. The company’s first print advertisement featured an illustration of a young actress named Hilda Clark, who was also the brand’s spokeswoman. That first advertisement featured Clark in extravagant clothing drinking a Coke next to a sign advertising Coca-Cola for five cents.
在1886年，第一瓶可口可乐在佐治亚州的亚特兰大（Atlanta, Georgia）被卖出，但是公司的第一个广告直到1896年才发布。公司的第一张平面广告是一张叫Hilda Clark的年轻女演员的插画，她同时也是品牌的代言人。在该广告里，穿着华丽服饰的Clark喝着一杯可乐，旁边有一行标语写道，可口可乐每瓶5美分。
Note：Hilda Clark (1872 – May 5, 1932) was an American model and actress. She was born in Leavenworth, Kansas. As a young adult she moved east to Boston to become a popular music hall songstress and actress. She became famous as a model in 1895 when she became the first woman to be featured on a tin Coca-Cola tray.Clark remained the advertising "face" of Coca-Cola until February 1903 when she married Frederick Stanton Flower in New York.
注：Hilda Clark（1872-1932.5.5）是美国女演员，模特。出生于堪萨斯州的莱文沃斯（Leavenworth, Kansas）。年轻时，搬到波士顿东部成为了一名音乐厅的流行女歌手和演员。1895年，成为著名模特，同时也成为了第一个在可口可乐（Coca-Cola）罐头盘上的女人。她一直为可口可乐公司做形象宣传，直到1903年二月，她嫁给纽约的 弗劳尔（ Frederick Stanton Flower）为止——当时纽约州州长的侄子。
The next series of advertisements were targeted at women and depicted how Coca-Cola could help them with everyday life tasks by making them feel more refreshed. Such tag lines as “shop refreshed” and “lunch refreshed” were used to draw in consumers and show how this brand was needed to increase the joy felt when performing daily tasks.
下一系列的广告以妇女们作为宣传目标，它画出了可口可乐如何使她们恢复精神从而对其每天的生活任务有帮助的。像“重整精神的午餐”“恢复活力的消费”的标语常常被用来吸引消费者，这表示当完成每天的任务时该品牌是如何来增加人们的喜悦之情的。
The Middle Years
中间的岁月
As the brand continued to develop and generate more customers, the advertisements also become more alluring and lengthy. During the 1950s and 1960s, the original advertisement illustrations gave way to photographs of men and women smiling as they enjoyed their Coca-Cola.
随着该品牌不断发展并拥有更多的顾客时，广告也变得更加吸引人和耗时。当20世纪50年代至60年代，原来的广告插画由善男信女们微笑着共享可口可乐的照片所替代。
During this time of American growth and business competition, this brand’s advertisements depicted how drinking Coca-Cola could provide the breaks that people needed in their day. The ads also urged consumers to brink a Coke to gain the energy needed to push through long day at the office. This is also the time when women’s clothing in Coca-Cola’s advertisements transformed from full-length, elegant gowns to lower cut dresses and even bathing suits.
在美国经济增长和商业竞争的时代里， 这个品牌的广告刻画了饮用可口可乐如何使人们享用每天需要的休憩时间。并力劝顾客带一瓶可口可乐，从而获得在办公室度过漫长白天的能量。同时，可口可乐广告里的女人们的服装从全身的优雅礼服变成了低叉裙，甚至浴装。
Present Day
From the middle days of the brand’s life cycle up until present day, Coca-Cola has addressed a variety of environmental and health issues that speak directly to the concerns of each generation. Themes such as recycling and family time were prominent. Additionally, as consumers became more conscientious about what they consumed, Coca-Cola met this trend with lighter versions of the original beverage and effectively advertised their commitment to health.
从品牌的生命周期的中间岁月一直到当今，可口可乐公司已经处理了许多有关环保和健康的每一代人所关心的问题。例如环保回收和家庭团聚的主题是比较显著的。另外当消费者对他们消费的更加谨慎时，可口可乐顺应了更轻型饮料的趋势并有力地宣传他们对健康的承诺。
注：更轻型的原始版饮料（lighter versions of the original beverage）据维基百科，可口可乐的经典瓶子，戏称作蹒跚裙式的瓶子（hobble skirt bottle）设计有争议，一种认为由 迪恩（ Earl R. Dean ）设计，另一些人为其不具权威而是由雷德蒙 罗维（Raymond Loewy）设计。罗维改进了瓶子曲线并设计了第一个罐装的铁罐，根据可口可乐公司的实验减少了瓶子的容积，罐子的容积恰好是满足人口渴时容量。
As Coca-Cola continues to develop as a brand and creates more products under its iconic name, it will undoubtedly continue finding new ways of speaking to the hearts of American consumers through its advertising. What Coca-Cola has learned through its various marketing campaigns is that companies must understand what is most important to consumers at a particular point in history and then speak to those desires through effective advertising. Other start-up companies can learn a great deal from the advertising history of this brand and re-use their strategies to hopefully increase the popularity of their own businesses.
当可口可乐公司不断发展并有了更多其标志性的名称下的产品时，他毫无疑问地会通过宣传找到直指美国消费者的内心的新方法。可口可乐从其各种推销活动中学到的东西是，公司必须明白在历史中的特别时刻对消费者最重要的东西，然后通过有效地宣传广告道出那些需求。其它的刚成立的公司能从其品牌的广告史学到很多东西，并重新利用他们技巧以期望增加自己的生意的受众度。
（对原文内容有所增加）
看完忽然想喝瓶可乐啦~~