A Study Of Coca-Cola's Video Commercials On Its Chinese Website

As a well-known multinational company with more than one hundred years of history,Coca-Cola has achieved great success in the Chinese market,and its video commercials have won a number of international advertising awards.Therefore,the paper decides to study Coca-Cola's video commercials on its Chinese website to answer the following two questions:What content strategy has Coca-Cola adopted for the video commercials posted on its Chinese website?How is it embodied in the main tone,the protagonist,the main advertising copy of commercials,as well as advertising appeal and cultural value?The paper adopts content analysis method and case study method,taking 113 video commercials on Coca-Cola's Chinese website under the module of "Audio and Video" as samples,constructing seven categories of video commercials including quantity,length,protagonist,copy,advertising appeal and cultural value.The statistical software spss25.0 is been used to carry out univariate data statistics and analysis,as well as chi-square test on the correlation between advertising appeals and cultural values.The study finds that Coca-Cola has adopted the glocalization strategy for video commercials posted on its Chinese website.As for the main tone,Coca-Cola uses the globally unified red which is from its product logo and packaging as the main tone of advertising,and on the other hand,it also adopts green,black,gold and white as main tone,that are corresponding to its marketing activities in Chinese local market;As for the protagonist,whether ordinary people,entertainment stars,sports stars,other celebrities or Coca-Cola employees,Coca-Cola basically adopts images of characters from China,while in the selection of other images(cartoon images,animals,etc.),Coca-Cola retains some global popular images,and at the same time it creates images with Chinese characteristics,endowing them with story plots reflecting the connotation of Chinese traditional culture;As for the main advertising copy,Coca-Cola embodies the unified standard of globalization in the basic connotation and dialogue characteristics of the main copy through the transformation and integration of discourse,while the specific sentence pattern selection and high context expression are in line with the local cultural tradition and aesthetic direction of China;As for the advertising appeal,Coca-Cola adopts both perceptual appealing,which is the standardized appeal in the world,and corporate image appealing for the local consumer market in China.It is also been matched with different advertising content and objectives for Chinese market by the combination of rational appealing,rational appealing and perceptual appealing,reminder appealing and suspense appealing.As for the cultural value,Coca-Cola chooses not only typical global "pleasure"values,but also Chinese traditional "public welfare" and "family" values and other six cultural values that don't have typical East-West characteristics.When Coca-Cola exporting cultural values through its video commercials,it considers corresponding advertising appeals,so that the cultural value of each video commercial can resonate within the audience and achieve the purpose of making audience accept Coca-Cola's cultural values.Finally,the paper puts forward some suggestions for the video commercial planning of multinational corporations in China according to the conclusion.