Abstract
Advertising is a type of persuasive communication that is used all over the world to sell products and services. In order to reach this goal companies have to outline a strategy to reach in the most effective way possible their target audience.
The following work is aimed at defining the characteristics of advertising and how specialists find the right strategy to create the perfect advertising campaign for the potential consumers. In addition, another core element of this dissertation is to highlight the problematics related to intercultural communication and how to deal with the differences between the diverse cultures when creating the communication message. The case study will be focused on the company Coca Cola which has successfully promoted and sold its product all around the world for many years.
In order to do so it has been of great importance to consult books, essays and articles on both the topic of advertising and marketing communication, the concept of culture, and intercultural communication, for the purpose of gathering as many information as possible to have enough background knowledge to be able to redact the theoretical chapters. For the analysis of the case study, it has been vital taking into consideration the history of Coca Cola and the way in which the company has carried out advertising through the years as well as gather pieces of advertising of different format, directed to different countries, to highlight the differences between each one and how they are shaped in a such a way that meets the cultural characteristics of the country in which they are going to be published.
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