A Case Study on Coca-Cola Company's Advertisements in China:Based on Hofstede's Cultural Dimensions

作者：苗沺

来源：疯狂英语(理论版), 2017, (01): 193-195.

• advertising
• Hofstede&apos
• s cultural dimensions
• transnational corporations advertising
• transnational corporations

Globalization changes the business style of corporations.In modern society,entrepreneurs believe that it is important for companies to expand their business all over the world.However,an inevitable problem comes to managers’ sight-cultural differences.Citizens in different countries have different norms,rules,symbols and values,which influence the business expansion of corporations in foreign countries.Therefore,it is crucial for translational corporations to introduce their products or services to foreign customers in proper ways and make customers accept them.Advertising plays an important role in this process because it delivers corporate image and corporate culture to customers.Meanwhile,Hofstede’s cultural dimensions help managers analyze and deal with cultural differences when they are assigned to foreign countries for managing.In this paper,an analysis on the application of Hofstede’s cultural mode based on a case study of Coca-Cola’s advertisements will be conducted.It will be organized as follows:a literature review on Hofstede’s cultural mode will be arranged in section one.Then,section two will discuss the application of Hofstede’s cultural mode in China,and a case study of Coca-Cola’s advertisements in China will be followed.In the end,a conclusion based on above findings will be summarized in section three.

• 出版日期2017
• 单位青岛理工大学琴岛学院