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Books > History > History of specific subjects > Social & cultural history
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Christ to Coke - How Image Becomes Icon (Hardcover)
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Christ to Coke - How Image Becomes Icon (Hardcover)
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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 founding icon - literally, since he was the central subject
of early icon painting. Some of the icons that follow are general,
like the cross, the lion, and the heart-shape. Some are specific,
such as the Mona Lisa, Che Guevara, and the famous photograph of
the napalmed girl in Vietnam. The American flag, the "Stars and
Stripes", does not quite fit into either category. Modern icons
come from commerce, led by the Coca-Cola bottle, and from science,
most notably the double helix of DNA and Einstein's famous equation
E=mc2. The stories, researched using the skills of a leading visual
historian, are told in a vivid and personal manner. Some are funny;
some are deeply moving; some are highly improbable; some centre on
popular fame; others are based on the most profound ideas in
science. The diversity is extraordinary. There is no set formula,
but do the images share anything in common? So famous are the
images that every reader is an expert in their own right and will
be entertained and challenged by the narratives that Martin Kemp
skilfully weaves around them.
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