Cultural values in Coca-cola animated advertisement: Chinese New Year (2022-2023)
DOI:
https://doi.org/10.37134/kupasseni.vol13.1.3.2025Keywords:
Cultural value, Animated advertisements (Animated ads), Chinese New Year (CNY)Abstract
With Chinese immigrants spreading across the globe, the Chinese New Year has gradually become a global festival. Along with advancements in information technology and the close connection between media and culture, the ways of presenting animated advertisements are becoming increasingly diverse. Most research focuses either on advertisements or animations, with less emphasis on those appearing in animated ads. The culture of the Chinese New Year has become an important element in animated advertisements. This study primarily uses qualitative research methods to analyze the dominant cultural values in two Coca-Cola Chinese New Year animated advertisements. Data analysis employs Roland Barthes' semiotic analysis. The study examines the content analysis results, which show that the values include tradition, harmony, etiquette, benevolence, face, family, filial piety, perseverance, wisdom, nature, beauty, youth, modernity, happiness, and enjoyment. It is evident that Chinese animated advertisements not only convey Chinese cultural values but also incorporate cultural values from other countries. Furthermore, it highlights the significant role of Chinese cultural values in animated advertisements.
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Copyright (c) 2025 Liu Jingrou, Nur Syuhada Mat Sin, Zhang Ran
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