Impaginato 5.p65 - Universitat Rovira i Virgili

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110 Almost every year from 1931 to 1964 Sundblom painted new illustrations for Coca-Cola and their annual Christmas advertising campaign. These advertisements appeared in Saturday Evening Post, Ladies Home Journal, National Geographic, Life, etc., as well as on billboards and point-of-purchase store displays. As Berryman (1995) has noted: «The Coca-Cola Company’s large advertising budget ensured that Sundblom’s distinctive vision of Santa received massive exposure across the country and around the world.» Unquestionably the jolly, fully human Santa figure popularized by Coca-Cola was a successful ambassador of feel-good consumerism and optimism and, like Moore’s Santa, he was plump and grandfatherly with twinkling eyes and a hearty laugh. 22 In short, the massively successful publicity campaigns surrounding these illustrations, still used by Coca-Cola today, are undoubtedly one of the major reasons for the rapid diffusion of the image of the American Santa Claus throughout the world (Chris 1992: 108-132; Rodríguez 1997) and the consequent loss from our collective consciousness of the European bear ancestor. In the United States the sack is stuffed not with terrified children, but with candies and toys. By this point, we might argue that the conversion of the animal-like creature into an inoffensive, child-friendly bearer of consumer goods is nearly complete, while the «good-luck visits» have ended up having primarily children as their beneficiaries, rather than adults, at least in the United States. Yet this fact should not lead us to the naïve conclusion that the transformation has been uniform or that the only image left is that of the rosy-cheeked American Santa. Rather, for example, as has been indicated in this study, in Austria still today we discover the older horrific image of the Krampus, the creature who goes after innocent passersby, often striking fear in the hearts of misbehaving children, all of which is another sign of the continuing strength of this ancient and quite indigenous ursine tradition of Europe. 4.0. Generational down-grading: A different perspective Roslyn M. Frank In the previous sections of this study we documented the fact that there has been a generational down-grading with respect these customs: those who believe in the reality of the furry creature and the importance of behaving properly in order to get a good report card are now primarily children. Yet, even in the case of Santa 22 For a large sampling of representations of Sundblom’s Coca-Cola Santa as well as an analysis of the publicity campaign associated with them, cf. http://www.angelfire.com/trek/hillmans/xmascoke.html.
EVIDENCE IN FAVOR OF THE PALAEOLITHIC CONTINUITY REFUGIUM THEORY (PCRT) 111 Claus which is the most recent manifestation of the older belief complex, every child goes through a phase of believing that Santa is omniscient and will judge them. These supernatural powers are inculcated in the child by means of parental collusion as well as by popular culture. For example, everyone in the United States knows the words to the song called «Santa Claus is Coming to Town», played endlessly during the Christmas holidays. Since 1934, the words of this song have impressed on children the magical powers attributed to this night visitor: Oh! You better watch out, You better not cry, You better not pout, I’m telling you why: Santa Claus is coming to town! He’s making a list, He’s checking it twice, He’s gonna find out who’s naughty or nice. Santa Claus is coming to town! He sees you when you’re sleeping, He knows when you’re awake. He knows when you’ve been bad or good, So be good for goodness sake! Granted, the American version of the main character projects a more childfriendly and far less threatening personality than its European counterparts, the disturbingly ominous semi-bestial creatures who continue to form part of European performance art. Still, even the most recent version of the belief complex requires the assumption that the being in question is endowed with supernatural powers: that it is omniscient, capable of knowing exactly what the child has been doing throughout the year. Building on this assumption, adults have invoked the name of the character in question in order to get the child to behave. Thus, the generational down-grading makes children the target of the moral scrutiny of the character in question: young people are the ones interrogated and whose actions are watched over, so to speak, by this tutelary guardian being. 4.1. Hamalau-Zaingo: Interlocking meanings Speaking of the process of generational down-grading, there is reason to believe that earlier the actions of adults were also subject to a similar type of scrutiny. This conclusion is based to the strong possibility that in times past there existed
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20 ANNEX: LES TRES CARTES Constanti
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