December 23rd, 2003, 01:18 PM
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#12
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Quote:
This legend is not true. Although some versions of the Santa Claus figure still had him attired in various colors of outfits past the beginning of the 20th century, the jolly, ruddy, sack-carrying Santa with a red suit and flowing white whiskers had become the standard image of Santa Claus by the 1920s, several years before Sundlom drew his first Santa illustration for Coca-Cola. As The New York Times reported on 27 November 1927:
A standardized Santa Claus appears to New York children. Height, weight, stature are almost exactly standardized, as are the red garments, the hood and the white whiskers. The pack full of toys, ruddy cheeks and nose, bushy eyebrows and a jolly, paunchy effect are also inevitable parts of the requisite make-up.
It's simply mind-boggling that at the beginning the 21st century, historians are still egregiously perpetuating inaccurate information like the following:
So complete was the colonization of Christmas that Coke's Santa had elbowed aside all comers by the 1940s. He was the Santa of the 1947 movie Miracle on 34th Street just as he is the Santa of the recent film The Santa Clause. He is the Santa on Hallmark cards, he is the Santa riding the Norelco shaver each Christmas season, he is the department-store Santa, and he is even the Salvation Army Santa!
As we just pointed out above, the modern Santa had "elbowed aside all comers" long before the 1940s, and well before Coca-Cola co-opted him as their wintertime advertising symbol. And we're at a loss to understand how anyone could have recognized the Santa of Miracle on 34th Street, a BLACK-AND-WHITE film, as the red-and-white Coca-Cola Santa.
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