Investigation on transformation of advertising strategies and ads according to cultural values from a semiotic perspective: Coca-Cola case
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Abstract
Although the word globalisation gives the impression as a unified whole, serious cultural differences from country to country could not be ignored. To point out, there is a homogeneous world culture in today’s conditions that may not be very accurate. .Cultural differences are especially more important for brands placing international ads. For example, white is known to be associated with death in Asia, whereas it is associated with health and cleanliness in Europe. Therefore, the success of the ad is dependent on the appropriate message according to the country where the ad is published. Global advertising concept, which gained importance with the globalisation, loses the distinction of being the current ad types for businesses operating in the international arena today. As a result, advertising has entered the glocal concept. Glocalisation is derived from a combination of words, global (global) and local (local). This paper examines globalisation, cultural concepts, global and local advertising by investigating the phenomenon with the Coca-Cola brand.
Keywords: Culture, advertising, strategy, global, local, glocal.
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