The drink
coca-cola was invented in 1886 in Atlanta (the same year that the Statue of
Liberty was being constructed in New York) and in its first year sold merely
nine glasses a day. Now, the Coca-Cola brand has grown to be one of the world's
most ubiquitous and sells more than 1.6 billion beverages each day. In recent
years, the company has also set out aims in its 'Live Positively' campaign
which encourages cutting carbon emissions and reducing and recycling their
packaging. The fact that this brand has become so famous and universal and
continues to expand and grow is in itself exceptional.
Coca-cola
seems to embody the idea of 'rags to riches' and consequently for many Americans
and non-Americans alike represents what the 'American Dream' is all about. The
idea of the American Dream is often difficult to explain, but is still synonymous
with the American culture and way of life. For many who drink Coca-Cola, it
could be argued that through the consumption of the same product social
differences end up meaning very little and in a sense, everyone is made equal.
The attitude that Coca-Cola seems to convey is that anything is possible and
anyone can achieve their goals.
This idea is
also conveyed throughout 'Letters from an American Farmer' by De Crevecoeur in
which he makes it clear that America can be a fresh start for anyone who wants
it and continues to make a promise, or even a guarantee, that life will be
better there. This is evident particularly in the chapter 'What is an
American?' as he pushes through this concept of an improved life: 'If he is a
good man, he forms schemes of future prosperity, he proposes to educate his
children better than he has been educated himself'(p.59) and that hard work
will mean you continue to prosper and reach your goal: 'The American ought
therefore to love this country much better than that wherein either he or his
forefathers were born. Here the rewards of his industry follow, with equal
steps, the progress of his labour.' (p.44)
Sources:
De Crevecoeur, J. Hector St John, 'Letters from an American Farmer', published by Oxford University Press, 1997
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