In contemporary society, advertising is an essential part of social development, product companies will shoot the advertising in different countries of different style, because of each country is different culture and tradition，that will make advertising present a different national characteristics and differences.
As we can see from the coca-cola Christmas advertisement,American culture and Chinese is completely different.First of all,most Chinese people don’t celebrate Christmas, because of religion ,opposite the Christmas is the most important holiday of the year in the United States, on the Christmas day the family will celebrate together, to go to church to sing hymns, make a wish. people will take out Christmas tree lights and decorate. For Christmas food also has exquisite, must have a dozen meals，such as Turkey, Christmas pudding,make Christmas cake is very exquisite even start prepare from November.Parents and friends will give each other presents, on Christmas day all misunderstanding and hatred will dissolve, family and friends get together at Christmas.
In 1927, Coca Cola company comes into China region, and now which has a very high market rate. the interesting vision and rich themes are more effective way to attract many Chinese young consumers in Coca-Cola advertisement, especially during the holidays, the new advertising gradually become people a kind of look forward to its brand. Friends tend to get-together discuss it, and in the supermarket,they prefer to buy under different theme packaging meaning.This is very interesting because it is also a kind of Coca Cola strikes root in the people’s hearts.
As an example, the Spring Festival is a traditional festival in Chinese history, and it is also one of the most important festival in Chinese mind. On Spring Festival,people tend to return home as far as possible. The whole family reunion to express the wish of next year.
They eagerly looking forward to a new year’s life and a good blessing. In addition, the Chinese defined the color of the Spring Festival which is red , a symbol of joy, reunion, blessing, and also known as “China red”.
So, reunion, red are key words of the spring festival. In this video, Coca Cola grasp the essence of the Chinese new year, we can see the ads, people gather together, eating, sharing their moods, everyone is very happy.
In some advertising images, we also see some elements of traditional Chinese art, such as fireworks, acrobatics, couplets, the performance of the strong local flavors.
Therefore，Coca-Cola through into China’s traditional culture by the advertising ，also is the structure of the product in the relationships between the emotional bond.
coca cola china AD
( Xiong Chang )