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Coca-Cola is among the most recognized brands globally, which have faced cultural
differences. The Coca-Cola company was founded in 1886 by Dr. Pemberton in Atlanta as a
perfect syrup. (Coca-Cola, 2023) The main objective of the Coca-Cola company is to refresh the
world by making a significant difference. Language and communication style have brought
effective contributions to the success of Coca-Cola's international marketing across different
cultures. Campaigns have been devised into slogans that resonate with the local culture for a
wide audience. For instance, in China, Coca-Cola's "Share a Coke" campaign was translated as
"Share Happiness" to align with Chinese cultural values of community and harmony. According
to Edward T. Hall's high-context vs. low-context communication theory, different cultures have
different ways of communicating, affecting the capability and extent of comprehending
messages. (Afrouzi, 2021) Coca-Cola brand adopted this message communication preference of
marketing successfully.
marketing has been influenced by the ability to amalgamate with local cultures around the
global.
References
Afrouzi, O. (2021). Humanitarian behavior across high-/low-context cultures: A comparative analysis
between Switzerland and Colombia. Journal of International Humanitarian Action, 6(1), 1–10.
https://doi.org/10.1186/s41018-020-00088-y
Coca-Cola. (2023). Coca-Cola History. Www.coca-Colacompany.com. https://www.coca-
colacompany.com/about-us/history#:~:text=The%20Origin%20of%20Coca%E2%80%91Cola