The beguiling myth of Santa Claus
- Gurvinder Singh
- 2 hours ago
- 3 min read
Christmas is the day when most Christians all over the world celebrate the birth of Jesus, their saviour.
There is circumstantial evidence, but no proof that Jesus even existed. Hence, no one is sure on what day to celebrate Christmas.
So, in 1929, the Vatican arbitrarily decreed that Christmas should be celebrated on 25th December. On the other hand, the Orthodox Churches, which predate even the Roman Catholic Church, celebrate Christmas on 8th January.
Governments of Christian countries mandate that most work activities be shut down these days.
As in all cases in our modern world, the purpose of a religious holiday has less to do with spirituality, religion or prayer and more to do with taking a break from work to participate in travel, celebration, shopping, etc.
Corporations, with the help of advertising agencies, cannot resist an opportunity to leverage historical figures, legends or even God in promoting their products and services. How could the birthday of Jesus be ignored by them?
About 125 years ago, Coca-Cola devised a plan to boost Cola sales in winter. A team of historians, artists, psychologists, marketers and communication experts took an old, thin, serious-looking Saint called Nicholas, who was about to be decanonised by the Vatican. Coca-Cola blended him with the legend of a Danish robber called Kris Kringle. Kringle worked as a chimney sweep during the day and burgled homes by night.
They can make us believe anything and even persuade us to throw good money at unwanted products and services we may not even like.
The marketers at Coca-Cola turned the story around. They created a chubby, happy character, gave him a nice, catchy name, 'Santa Claus' and clothed him in the colours of Coca-Cola.
His character was transformed from a robber to a bearer of gifts; instead of causing sorrow, he brought joy.
Whilst people sleep, on Christmas Eve, the legendary Santa Claus supposedly brings gifts and cheer, coming down the chimney. Wonderful, but based on a great myth
It is estimated that Christmas generates an estimated $966 billion in business globally each year. This is a little more than 1% of global GDP.
There are many examples of advertising genius, but Christmas has got to be one of the greatest.
Christmas, as we are informed, may be a myth, but witness the outpouring of prayers, charity, good cheer, and gifting accompanied by music and singing, which never fails to lift the spirits and spread the message of love and brotherhood.
Christmas is not just a day. It's a frame of mind.
Season's Greetings.
Interesting Links:
How Coca-Cola invented Santa Claus using the character of Kris Kringle ~ Collective History
Christmas Economics as Global Trade Enters 'Winter' ~ Kompass
How Does Christmas Shape Global Economies? ~ Straits Research (Dec 2023)
The business of Christmas ~ Christian Mills at Hult International Business School
Lateran Apostolic Palace - The residence of the popes for nearly one thousand years, now open to the public ~ Rome Reports ~ (YouTube)
Who is Santa Claus really? Research into his origin and history unmask a more realistic image ~ European-Canadian Centre for Innovation and Research
Meaning of canonisation ~ Encyclopedia Britannica
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