ABSTRACT
This chapter focuses on an advertising campaign for a soft drink, and discusses the advertising and consumption of Supligen – a soya-based drink, and also discusses the production and consumption of Coca-Cola. The term ‘cultural economy’ is suitable since in general this debate lies between those who see a phenomenon such as advertising as a meeting point or mixture of two distinct forms that may be termed ‘culture’ and ‘economy’ and those who use an institution such as this to combat such dualisms. The term ‘cultural economy’ that describes advertising as an institution that demonstrates how economic activity is a form of, opposed to, cultural activity applies equally to production and consumption. The government and not just the anthropologist was capable of seeing Coca-Cola as more importantly local than global. In the event the Trinidadian companies were very successful at persuading large conglomerates of the special nature of the local market and most adverts shown on television were locally made.
