对比分析中美可乐广告中的文化差异
Key Words: Value System, Differences, Cola Advertising
摘要毫无疑问，可口可乐是目前全球范围内最受欢迎的饮料。总部设在亚特兰大的可口可乐公司是当今全球最大的饮料公司，共拥有全球48%市场占有率。可口可乐公司之所以能让全世界接受可口可乐与其成功的广告策略有着无可或缺的联系。本论文通过分析可口可乐公司在中美两国之间采用的不同的广告入手，着重分析可口可乐公司对中美两市场沿用不同广告策略下所彰显出的两国文化差异。本文旨在从霍夫斯泰德的文化四文度理论入手，分析可口可乐广告里体现出的文化差异。最后，论文为我国饮料进驻国际市场就广告策略方面提供一些帮助与建议。7447
关键词：价值观, 差异, 可乐广告
CONTENTS
Acknowledgments i
Abstract ii
摘要 iii
1 Introduction 1
2 Theoretical Foundations 4
3 Different Value Systems Reflected in Cola Advertisings 7
3.1 Collectivism vs. Inpidualism 7
3.2 High Power Distance vs. Low Power Distance 15
3.3 High-Uncertainty-Avoidance vs. Low-Uncertainty-Avoidance 16
4. Conclusion 19
Bibliography 21
1 Introduction
In 1886, Dr. John S. Pemberton invented Coca-Cola and he sold only nine cups a day at that time. Nowadays, the Coca-Cola Company has become the world’s largest beverage company who operates in more than 200 countries. Coca-Cola has become an important selection of beverages in our lives though the world is full of various evidence accused Coca-Cola harmful. According to latest statistics, more than 10,000 bottles of drinks from Coca-Cola Company are consumed per second. The same story goes in China; Coca-Cola has also been voted the most popular soft drink in China for eight consecutive years since 2001.The reason why Coca-Cola gets popular, without exception, is that the successful advertising strategies that contribute to the prosperity of Coca-Cola throughout the world. The same strategy goes in China. As one of the first global company entering Chinese market, Coca-Cola was also the very first company to pursue his “localization advertising strategy” in China. Since its re-entrance into China in 1979, the company has invested a considerable amount of investment in advertising.
Values, which are shared among people from the same cultural background, are often defined as a set of enduring beliefs “concerning preferable modes of conduct or end states of existence” (Rokeach, 1973:5). Value system expresses an orientation by which man evaluates itself and social behavior. Thus, cultural values are regarded as the governing ideas and guiding principles for thought and action in a given society (Srikandath, 1991). Therefore, “it is obvious that the most important part of a culture is its cultural values which shape and influence people's conception and behavior in the society.” (Larry A. Samovar et. al. 2000)