可口可乐广告的变与不变  

The Changed and the Unchanged of Coca-Cola＇s Advertisements

作　　者：张芝云[1] 

机构地区：[1]厦门大学新闻传播学院,中国厦门361005

出　　处：《现代广告》2011年第7期88-97,共10页Modern Advertising

基　　金：本文受国家自然科学基金资助项目“分‘类’的文化差异对品牌延伸评价的影响”（70902040）和中央高校基本科研业务责专项资金资助项目“不同文化下内隐思维方式对消费者决策的影响”（2010221086）资助.

摘　　要：本文以可口可乐的广告为例，通过对可口可乐在不同国家和地区的同一创意版本广告中的不同和相同部分进行分析和研究，从跨文化的角度探讨其背后的原因。研究发现，中西文化内涵的差异和共性是“创意标准化，执行本土化”的广告策略行之有效的深层次原因，通过广告的变与不变，跨国公司既保持了全球统一的品牌形象，又很好地适应了跨文化传播中所遭遇的文化差异。Taking Coca-Cola＇s advertisements for example, this paper analyzes and explores the same and the different part of Coca-Cola＇s advertisements of the same creative version in different countries and regions, and discusses the reasons from the point of cross-culture. Some conclusions are explored as follows： the differences between the Chinese and western cultures and the same of these two are the reason why the advertising strategy Standardizing Creativity and Localizing Execution is effective. By the changed and the unchanged of the advertisements, multinational companies not only keep the global unification of the brand image, but also adapt to the cultural differences in the cross-cultural communication.

关 键 词：可口可乐 广告 跨文化 

分 类 号：F713.8[经济管理—广告]