Christ to COKE

Christ to COKE

How Image Becomes Icon

eBook - 2012
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Image, branding, and logos are obsessions of our age. Iconic images dominate the media. Christ to Coke is the first book to look at all the main types of visual icons. It does so via eleven supreme and mega-famous examples, both historical and contemporary, to see how they arose and how they continue to function. Along the way, we encounter the often weird and wonderful ways that they become transformed in an astonishing variety of ways and contexts. How, for example, has the communist revolutionary Che become a romantic hero for middle-class teenagers?The stock image of Christ's face is the fo.
How does an image become iconic? In this book, the author, an art historian offers a look at the main types of visual icons. This work illuminates eleven universally recognized images, both historical and contemporary, to see how they arose and how they continue to function in our culture. It begins with the stock image of Christ's face, the founding icon, literally, since he was the central subject of early Christian icons. Some of the icons that follow are general, like the cross, the lion, and the heart-shape (as in "I heart New York"). Some are specific, such as the Mona Lisa, Che Guevara, and the famous photograph of the napalmed girl in Vietnam. Other modern icons come from politics, such as the American flag (the "Stars and Stripes"), from business, led by the Coca-Cola bottle, and from science, most notably the double helix of DNA and Einstein's famous equation E=mc2. Researched by a visual historian, the stories of these icons are funny; some are deeply moving; some are highly improbable; some center on popular fame; others are based on the most profound ideas in science. The diversity is extraordinary. Along the way, we encounter the often weird and wonderful ways that these images adapt to an astonishing variety of ways and contexts.
Publisher: Oxford ;, New York :, Oxford University Press,, 2012
ISBN: 9780191617041
0191617040
9781283949514
1283949512
9780199581115
0199581118
0191617040
Characteristics: 1 online resource (xxiv, 368 pages) : illustrations (some color)

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f
floy
Jan 19, 2012

The title of the book led me to expect a sociological/
psychological evaluation of how marketing makes something or someone into an icon. I was intrigued by the possible critiqueing of both Christ & Coke, as the title indicated. However, that's really not what the book is about. The author is an art professor and the book is really about how things are represented in art and design. Hence the chapter on Jesus is really about how artists have portrayed him through the ages and the one about Coke focuses on the design of the Coke bottle. Not being an artist or designer, I found it a bit dry and decided not to read the other chapters.

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