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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