Date of Award

2012

Document Type

Thesis

Degree Name

Master of Arts (MA)

Specialization

Communication and Leadership

School or Department

School of Leadership Studies

First Advisor

Dr. John Caputo

Second Advisor

Dr. Carolyn Cunningham

Abstract

There has been a lot of research completed on advertising strategies in specific countries, but little research has been done to explore advertising strategies of a single company across different countries. This study sought to discover what trends existed in CocaCola’s global advertising strategies, specifically discerning whether cultural elements within differing countries were implemented or ignored. Building on current research and employing a content analysis methodology, this research used Stuart Hall's Theory of Cultural Studies, the Theory of Localization, the Diffusion of Innovation Theory and Semiotics to explore the advertising strategy of the Coca-Cola Company in six different emerging markets. Thirty-six total advertisements from the United States, China, Brazil, India, Russia and Nigeria were analyzed using a qualitative and quantitative coding method. The results provide interesting insight as to the frequent use of the Coca-Cola logo and human presence within its advertisements. Most predominantly, the results show that while Coca-Cola’s advertisements often catered to specific cultural values, they displayed a common theme of festivity and happiness, something people of all cultures understand. Coca-Cola also managed to appeal on a global scale by minimizing copy in the advertisements and using images to advertise their product and festivity theme.

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