<P> "Is There a Santa Claus?" was the title of an editorial appearing in the 21 September 1897 edition of The New York Sun . The editorial, which included the famous reply "Yes, Virginia, there is a Santa Claus", has become an indelible part of popular Christmas lore in the United States and Canada . </P> <P> L. Frank Baum's The Life and Adventures of Santa Claus, a 1902 children's book, further popularized Santa Claus . Much of Santa Claus's mythos was not set in stone at the time, leaving Baum to give his "Neclaus" (Necile's Little One) a wide variety of immortal support, a home in the Laughing Valley of Hohaho, and ten reindeer--who could not fly, but leapt in enormous, flight - like bounds . Claus's immortality was earned, much like his title ("Santa"), decided by a vote of those naturally immortal . This work also established Claus's motives: a happy childhood among immortals . When Ak, Master Woodsman of the World, exposes him to the misery and poverty of children in the outside world, Santa strives to find a way to bring joy into the lives of all children, and eventually invents toys as a principal means . Santa later appears in The Road to Oz as a honored guest at Ozma's birthday party, stated to be famous and beloved enough for everyone to bow even before he is announced as "The most Mighty and Loyal Friend of Children, His Supreme Highness - Santa Claus". </P> <P> Images of Santa Claus were further popularized through Haddon Sundblom's depiction of him for The Coca - Cola Company's Christmas advertising in the 1930s . The popularity of the image spawned urban legends that Santa Claus was invented by The Coca - Cola Company or that Santa wears red and white because they are the colors used to promote the Coca - Cola brand . Historically, Coca - Cola was not the first soft drink company to utilize the modern image of Santa Claus in its advertising--White Rock Beverages had already used a red and white Santa to sell mineral water in 1915 and then in advertisements for its ginger ale in 1923 . Earlier still, Santa Claus had appeared dressed in red and white and essentially in his current form on several covers of Puck magazine in the first few years of the 20th century . </P> <P> The image of Santa Claus as a benevolent character became reinforced with its association with charity and philanthropy, particularly by organizations such as the Salvation Army . Volunteers dressed as Santa Claus typically became part of fundraising drives to aid needy families at Christmas time . </P>

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