Products are turned into brands through advertising; in order for a product to be globally successful it has to be known worldwide. There are different ways products are distributed and consumed through advertising, which people interact with in different ways. Messages in adverts are not forced on to its audience but produce a text for its audience who decide what to do with it, whether that be interpret the messages or leave it as intended. Not only does advertising have an effect in every institution in our society but it promotes different cultures, somewhat bringing cultures together based on the images it portrays. “people find ad’s manipulative and powerful, but advertisers themselves find people are sceptical and unpredictable in
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In 1971, ‘the Coca-cola company was one of the first companies to build its marketing strategy on a single global product and brand images’ the company had successfully accomplished such phenomena through producing a television commercial that featured 200 young people at sunrise on a hill each dressed in some form of their national attire holding a distinctive bottle of ‘coke’ and all singing “ I’d like to buy the world a home and furnish it with love, Grow apple trees and honeybees and snow white turtle doves, I’d like to teach the world to sing on perfect harmony, I’d like to buy the world a coke and keep it’s company, Its the real thing”.(Myers 1999. P. 55) the Coca-cola company is one of the first companies to use the globe as national diverse consumers; the commercial which is still remembered by many with the huge impact it made, it portrays the world as a whole, showing the world as one regardless of your race or ethnicity, using the lyrics and chosen words signified how the world can come together in harmony with ‘coke’. One can say that the commercial sets out to be equal in terms of race and ethnicities.
The Coca-cola business goes beyond the globalisation of business as it has the power to move production and distribution for increased profit and to give their businesses advantages over other leading companies. The brand Coca-cola