Abstract

It is possible to identify the principal aesthetic references which have been developed as part of Coca-Cola's visual proposal, assuming that such proposal has been organized beginning with twentieth century American avant-garde. An analysis was performed by identifying recognizable features of American art in the proposal in a manner that might be aesthetically characterized. It is important to point out that due to reasons of space and format, the analyzed advertising does not constitute a representative sample and cannot be expected to meet this expectation, except perhaps through the significant relevance of the analyzed pieces.