Play Refreshed, Coca Cola advertisement sketch c. 1948

Editor: So, here we have Gil Elvgren's "Play Refreshed, Coca Cola advertisement sketch" from around 1948, a drawing in pencil. It strikes me as idealized, even dreamlike. What stands out to you? Curator: Immediately, I see a potent combination of play and desire embedded in familiar imagery. The carousel horse, a classic symbol of childhood and innocent joy, carries this woman with such… exuberant energy. Note how her gaze is fixed, almost expectant, towards the proffered Coca-Cola. What emotions do you perceive beyond just happiness? Editor: Perhaps a sense of aspiration? This seems like a specific, carefully constructed fantasy. The soda bottle, for example, isn't just a refreshment, it's almost an enchanted object. Curator: Exactly! The Coca-Cola serves as a symbolic bridge between the mundane and the desired. The hand offering it is cropped, anonymous – almost archetypal. What universal narrative threads does that evoke? Editor: That idea of anonymous gifting…It reminds me of classic fairy tales, an offering of temptation or perhaps even transformation, like Snow White. Is Elvgren suggesting Coca-Cola as a magic potion in the post-war era? Curator: Consider the psychological impact of advertising during this period. It's not just about selling a product; it's about selling a lifestyle, a set of values and associations. The soda is visually linked with glamour, freedom, and a sort of carefree joy, presented for easy consumption. Elvgren tapped into the yearning for such feelings. Editor: It's fascinating to see how Elvgren weaves all these layers into something as seemingly simple as a Coca-Cola ad sketch. I will now look differently at advertisements, as containing narrative elements. Curator: Absolutely. It's a potent reminder of how deeply symbolic imagery can influence culture. I feel it is crucial to keep questioning what lies behind superficial pictures to have better vision.