YULETIDE IDEOLOGY AS ADVERTISING IDEOLOGY: AN HISTORICAL ILLUMINATION FROM SAINT NICHOLAS TO THE PRESENT DAY

Abstract

The study traces the historical phenomenon of Saint Nicholas, the renowned icon known as Santa Claus. The objective is to demonstrate how advertisers have seized the virtues of Santa Claus as an article of persuading consumers. Owing to the interdisciplinary nature of this enquiry exemplified in the domains of history, linguistics and advertising, the concept of ideology enraptured in interpellation is adopted as both the analytical tool and discursive assistant to unravel the data meaning-making potentiality. The author utilizes twelve adverts associated with Santa Claus as illustrations in which six of them are from the Coca-cola Company ® as a reference of honour as well as a signal to the role the institution plays in promoting the heroic persona. The study reveals the universality and acceptability of Santa Claus in global affairs during the Yuletide season. That hegemonic influence is perceived as motivation for advertisers to project Santa Claus in a civilized way as a cook, a dove or an angel, a car lover or owner, an alcoholic or a lover of alcohol, and a banker. Santa Claus with his traditional values enthralled in kindness to humanity is further represented as a parsimonious person somehow addicted to sugary contents without any unhealthy resultant effects. In all, the traditional etiquette of Santa Claus established by Saint Nicholas and promoted by Coca-cola ® , the study suggests, is worthy of emulation for all. Perhaps, through such characteristic adoption the political violence and terrorism intimidating the world can be laid to rest in no time and at less cost.