An added touch to the image of Santa Claus
was created in the 1 920s, during prohibition.
This novelty came, not from religion or
from poetic inspiration, but from the world of advertising.
The advancement of color reproduction
allowed Santa to step from the old black and white into the brilliant
world of color. Now his red suit could really shine and his rosy cheeks
could really glow. During the Christmas season his image was full blown on
billboards across the nation.
The famous soft drink ad created by
Haddon Sun dblom not only added color but size. Gone, but not, entirely
forgotten was the “jolly old elf” of yesterday. He now has larger
proportions to match the baritone of his “HO HO HO”.