Where did Santa Claus come from, who drew him, and why is he popular around the world?

Contents:

• Morphism of Myths
• Civil War, Factory Production, Free Funds
• Santa Claus and Coca-Cola
• Santa Claus in Design

Every fall, graphic designers begin creating Christmas and New Year's campaigns. During this time, huge volumes of cardboard, plastic, metal, and textile figurines in red and white colors are shipped from warehouses in China. These elements become an integral part of holiday decorations and marketing strategies, attracting consumer attention and creating a festive atmosphere. Christmas campaigns help brands stand out from the competition, and unique design solutions contribute to increased interest and sales in the lead-up to the New Year holidays.

We explore the origins of the main symbol of Christmas and New Year. How is he connected with the concept of eternal return, Dutch emigrants, the rise of retail in the United States, and the Queen of Great Britain?

Morphism of Myths

The image of modern Santa Claus has its roots in the semi-mythical and semi-historical figure of Saint Nicholas. This saint lived in the 3rd-4th centuries, was a monk and bishop of Myra, actively spreading the Christian faith in Asia Minor. Saint Nicholas is known for his charity: he generously distributed the inheritance received from his parents to the poor, sick, and needy. His good deeds and care for people became the basis for the creation of the legend of Santa Claus, who, in the modern perception, brings gifts and joy to children during the Christmas holidays.

During the Renaissance, Saint Nicholas gained immense popularity in Western Europe, becoming the patron saint of children and sailors. His cult developed particularly vigorously in the Low Countries, encompassing today's Netherlands, northern Germany, and Belgium. Saint Nicholas became a symbol of kindness and generosity, and his veneration in these regions played a key role in the formation of the traditions associated with the celebration of Saint Nicholas Day and Christmas customs that persist to this day.

On the night of December 6, Saint Nicholas, also known as Sinterklaas, traditionally fills children's shoes with gifts. Children place their shoes by their beds and fireplaces, expecting pleasant surprises. This tradition symbolizes the generosity and caring nature of Saint Nicholas, who is considered the patron saint of children and sailors. Gifts left in shoes create an atmosphere of magic and joy in the run-up to the holidays.

In the European tradition, St. Nicholas is represented as a Christian bishop, dressed in Wearing a tall hat, a cassock, and holding a staff, his role as the patron saint of children developed from the legend of the resurrection of three children killed and pickled by an evil butcher during a famine. This myth became widely known, and the story, passed down orally, underwent changes. However, thanks to the image of children depicted alongside the saint, Saint Nicholas was popularly perceived as the protector of little ones. This aspect of his legend has strengthened his status, and he has become a symbol of care and protection for children in Christian culture.

In the Netherlands, there is a tradition of giving gifts to good children and bringing twigs to naughty ones on Sinterklaas Day, which is celebrated on December 6 in honor of Saint Nicholas. This practice has its roots in Western European culture and was originally local. The Protestant Church even tried to ban it, viewing it as Catholic superstition. However, in the 17th century, thanks to the Dutch colonizers, this tradition spread to America and became an integral part of local New Year's celebrations.

The East Coast of the future United States of America in the 1600s was a mixture of British and Dutch colonies. During this period, the territory that would later become known as New York was called New Amsterdam from 1626 to 1664. This city became an important commercial and cultural center, which played a significant role in the subsequent history of the United States.

The emigrants brought their languages ​​and religious traditions to America. Puritans, Anglicans, and Lutherans, who made up the bulk of the settlers on the east coast of North America, did not attach much importance to Christmas. This day was not celebrated on a grand scale, but was limited to a service in honor of the Savior's birth, after which people returned to their daily affairs. Christmas for them was more of a formal ritual than a holiday, which clearly reflected their attitude to religion and life in the new environment.

St. Nicholas Day, celebrated on December 6, became a popular holiday outside of New Amsterdam and other Dutch colonies. This happened thanks to intermarriage with English-speaking Americans, who contributed to the spread of traditions and customs associated with this day. The celebration of St. Nicholas Day brought elements of Dutch culture into American traditions, making it an important part of the history of the holiday in the United States.

In the region that would later become the New York metropolitan area and encompass New Jersey and Delaware, Sinterklaas gradually transformed into the image of Santa Claus.

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According to the original legend, Sinterklaas became a popular saint among ordinary Christians due to his Jupiterian traits. In Roman mythology, Jupiter symbolizes generosity, wealth, and prosperity. He is associated with the bestowal of happiness, which reflects the actions of Saint Nicholas, who helps poor families in difficult situations. Saint Nicholas also exhibits Mercurian qualities, as he comes to help unexpectedly and uses unusual methods of charity. These characteristics make Sinterklaas an important symbol of generosity and assistance in the community. His figure represents not only material well-being but also spiritual support, making him a significant figure in the Christian tradition.

The Norse god Odin likely inherited a passion for travel. He often wandered both between worlds and throughout Midgard, visiting people. One such visit is described in Grimnir's Speech, part of the Elder Edda. Like Jupiter, Odin highly valued the principle of xenia, which implies obligatory hospitality to travelers, not allowing them to be denied lodging or food. This principle emphasizes the importance of generosity and respect for travelers, which is also an important part of Norse culture.

Saturn, as a symbol of venerable age and judicial authority, became the source of Santa's legacy. In mythology, Saturn personifies justice and wisdom, acting as a judge and great teacher. Throughout history, a person's behavior determined their fate: to gain the approval of the gods and deserve a desired gift, one had to behave with dignity. This tradition has been preserved in the modern understanding of the holiday, when on Christmas morning, gifts can be found under the fireplace as a reward for good behavior.

December is a month filled with festivities and gifts. In the astronomical calendar that serves as the basis for the agricultural cycle, December marks the winter solstice, the longest night of the year. This time symbolizes not only the end of the old year but also the anticipation of a new beginning. The winter solstice inspires gatherings and celebrations, creating an atmosphere of magic and hope. In December, families and friends traditionally gather to celebrate important events and exchange gifts, making this month especially meaningful for many. Numerous traditions have developed around the event of Yule. In modern pagan culture, this period symbolizes the birth of the New Sun by the Great Mother, marking the beginning of a new calendar cycle. Over time, Christian Christmas was added to these dates, creating a unique interweaving of customs and beliefs. Yule is an important time of year when both pagan and Christian holidays are celebrated, highlighting cultural and spiritual diversity. The idea of ​​a dying and resurrected god is universal. Examples of such gods include Osiris, the fertility god of ancient Egypt, and Attis, Cybele's lover. It's worth noting, however, that these gods are most often depicted as youths. Nevertheless, they are important mythological figures symbolizing the concept of anastasis, a key element of the idea of ​​eternal return. This mythology emphasizes the cycle of life, death, and rebirth, which is reflected in various cultures and religions. December is a liminal month, symbolizing transition and hope for change. Winter traditionally brings many difficulties, and during this period, people have an increased need for support and miracles. The winter holidays, accompanied by the expectation of change, become an important moment for restoring inner harmony and searching for new opportunities.

Civil War, Factory Production, Free Money

The visual image of Santa Claus began to take shape in the 19th century in America and the British Empire. This process can be traced through the various cultural and artistic influences of the time. Gradually, Santa Claus acquired characteristic features such as a red suit, a white beard, and a good-natured expression. These elements became the basis for the modern idea of ​​​​Santa.

• On Christmas Eve in 1823, the children's poem "A Visit from St. Nicholas" (more often referred to by its first line, "'Twas the night before Christmas") was published in the United States. This text was the first to describe what Santa Claus looks like: a pot-bellied old man in a fur coat stained with ash and cinders, with a pipe in his mouth and a bundle of toys on his back, with rosy cheeks, a red nose, and a snow-white beard.

• In 1843, Charles Dickens's fairy tale "A Christmas Carol" was published in Britain. According to the plot, a selfish miser is reborn on Christmas Eve and becomes a generous person.

Charles Dickens's work became a key moment in the revival of Christmas traditions in Britain. In particular, it contributed to the popularization of the celebration of Christmas and the custom of giving gifts brought by the magical Christmas Spirit. This literary work had a significant influence on the public perception of the holiday and its significance in culture, making Christmas an important social event.

Responsibility for the popularization of Christmas traditions does not lie only with writers. Queen Victoria, one of the most influential figures in popular culture, was married to Albert of Saxe-Coburg and Gotha. It was he who first organised a Christmas tree at Windsor Castle in the 1840s and showcased it to a wider audience. Images of the royal family around a festively decorated tree quickly spread in print and became a symbol of Christmas celebrations, setting new fashions and traditions that continue to exist today.

In German tradition, it is not Saint Nicholas who brings gifts at Christmas, but Christkind, or the child Jesus. This character is completely unrelated to Santa Claus. Christkind symbolizes the joy and wonder of Christmas, and his role in the celebration is an important part of German culture.

In the 1850s and 1860s, German-born illustrator and cartoonist Thomas Nast worked for the American magazine Harper's Weekly. He is considered the founder of the modern image of Santa, visually uniting the traditions of Christmas and the evolving Saint Nicholas. Nast freed these images from the religious strictures of the Old World, infusing them with a spirit of celebration and gift-giving. As a result, his work has become key in shaping the modern image of Santa Claus, who is now associated with joy, generosity, and family traditions.

From 1861 to 1865, the Santa Claus Crime Saga took place in the United States. The Civil War and political events became a primary theme for Nast the illustrator. On the cover of Harper's Weekly, he depicted Santa Claus distributing gifts not to children, but to Union soldiers. This symbolic image emphasized that even in wartime, there was room for miracles and home comforts—the core values ​​of American Christmas. This approach to illustration demonstrated a desire to preserve the spirit of the holiday and unity in difficult times, making this work significant in the context of the historical and cultural changes of that era.

Nast repeatedly combined images of patriots and kind grandfathers with gifts in his illustrations. Thanks to this, Santa Claus acquired the status of a symbol of kindness, decency, and generosity in the public consciousness, embodying positive traits of the American character.

A study of the primary sources of Santa's image reveals that his visual representation does not have deep mythological roots. The artists who created this image were guided by their personal ideas and aesthetic preferences. This raises an interesting question about how the collective unconscious influences the formation of cultural symbols. The connection between artistic perception and social change remains a subject for further research.

This is most likely due to the general trend of simplifying and humanizing folklore images. The Brothers Grimm also engaged in this practice, creating adapted versions of fairy tales aimed at children. Their works contributed to the popularization and preservation of folklore, making it accessible to a new generation.

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• Another important factor that influenced the unification and spread of the image of Santa was industry, production technology, capitalism, and colonization.

The 19th century saw the rapid growth of mass printing of periodicals and postcards, as well as the development of mass production, including toys. Employees and entrepreneurs had disposable income, which humanistic literature inspired them to spend on their children. This period became an important stage in the formation of cultural values ​​and priorities in education, where attention to child development and education comes to the fore.

Colonization, encompassing the spread of "white" Christian culture and Western mass production, contributed to the fact that Santa Claus ended up in various countries. Not only has it penetrated new cultures, but it has also successfully adapted to local religious and everyday traditions. This phenomenon illustrates how globalization influences traditional holidays, creating unique combinations that enrich the cultural heritage of different peoples. Thus, the image of Santa Claus has become a symbol of a universal celebration, uniting various cultural elements and approaches to the holiday.

Santa Claus and Coca-Cola

It is widely believed that the image of Santa Claus was created and popularized by the Coca-Cola Company. This myth is actively supported by the brand itself, which uses Santa symbols in its marketing campaigns.

The rosy-cheeked, red-nosed man known as Santa Claus has been around long before Coca-Cola was created. His red and white attire isn't exclusively associated with the brand's signature colors, but rather has its roots in the bishop's attire of Saint Nicholas. Nevertheless, Coca-Cola successfully adapted this image, making it an integral part of its global marketing and positioning. In this way, the company not only popularized the character but also strengthened the association between Santa Claus and the holiday spirit, which positively impacted its image and sales.

In 1931, illustrator Haddon Sundblom, commissioned by Coca-Cola, created the famous image of Santa Claus, depicting him in a bright red sheepskin coat with white trim. This rosy-cheeked and cheerful image became the basis for an advertising campaign and was inspired by the famous 1823 poem. Coca-Cola needed to effectively promote its product during the winter months, as the beverage was traditionally associated with summer heat. Sales declined significantly during the cold season, and the new image of Santa Claus helped the company attract customers and increase winter sales.

Sundblom's character became an important symbol of marketing and visual culture. His image of Santa embodied the holiday spirit, combining good nature with a touch of cunning. This character has spread around the world thanks to the global distribution of drinks and effective advertising campaigns.

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Artichokes, airships, Chinese lanterns, and border guards: how the Christmas tree was decorated in the USSR. In the Soviet Union, New Year's holidays were a special occasion, and decorating the tree played a vital role in creating the festive atmosphere. Paper artichokes added a touch of originality, while brightly colored airships lent a magical feel. Chinese lanterns that glowed in the dark created a magical atmosphere, and border guard figurines, symbolizing safety and protection, were often part of New Year's decor. These elements emphasized the uniqueness of Soviet culture and traditions, making each New Year's unforgettable.

Santa Claus in Design

The image of Santa Claus, inspired by the style of Coca-Cola, has become widespread in commercial design. This visual image has primarily established itself in American culture, where it has been actively used in advertising campaigns and marketing strategies of other companies. Thus, Santa Claus has become a symbol not only of the holiday, but also of commercial success, attracting the attention of consumers and forming associations with the New Year and Christmas holidays.

• This Santa Claus has a clear set of visual attributes, so he is easy to depict.
• He is universal, because he has come a long way from his religious "ancestor."
• He is a symbol of children's joy from the holiday, which means he makes the advertising message optimistic and blissful.

The red cap with a white lapel, as well as the combination of red and white in design, thanks to the image of Santa Claus, have become a symbol of the pre-New Year season in popular culture. This color combination is widely used in film, advertising, and catering, emphasizing an atmosphere of celebration and joy. Red and white colors are associated with comfort, warmth, and holiday anticipation, making them ideal for creating a festive mood in a variety of settings.

Santa Claus and other Christmas design elements play a key role in the commercial sector. They serve as a powerful visual signal to shoppers, indicating that the shopping season is upon us. This is the time when people begin to buy gifts, home decorations, and clothes, as well as pamper themselves and their loved ones. Using such symbols in marketing strategies helps increase sales and create a festive mood, which, in turn, influences consumer habits and increases demand for goods and services during this special period.

The rosy-cheeked, bearded man in a cap symbolizes peak retail sales. According to US government statistics, November and December account for 17-26% of total annual sales across various industries. This period is marked by an active increase in demand and an increase in purchasing activity, which makes it critical for business.

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