This ad is a great example of the Gestalt principle of similarity. Santa is of course dawned in red and white from head to toe, which are the two colors that are always are attributed to santa. Coca Cola used this to their advantage because the red and white that santa is always wearing can also be attributed to the coca cola logo. In this ad Santa's elbow is directing the eye of the reader to the coca cola logo. With the black background it allows the reader to connect the red and white on santa, to the red and white in the coca-cola logo. This is a great use of color and association. With this famous ad, many viewers are able to connect the special feeling of christmas to the special feeling coca-cola gives to its consumers.
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