摘　要

广告的定义有很多种，从字面意思来看就是“广而告之”，它利用一定形式的传播媒体公开而广泛地向公众传递信息，借由媒体的传递来告知消费者前往购买产品，从而达到增加厂商利润，扩展市场的商业目的。在中国，广告的发展史要从一种“洋货”—可口可乐说起。这款全世界闻名的产品在中国同样深受人们的喜爱。为了探寻可口可乐成功的原因，本文将从可口可乐的电视广告入手，研究可口可乐的发展史，它的广告语变化，着重探索其在中国的广告历史以及它是如何结合中国的国情和特色来改变广告策略的。主要从视频资料，已有的书籍资料入手，将主要采用举例论证和对比法作为主要的研究方法来展现可口可乐在中外电视广告发展的异同之处从而更加深入了解可口可乐成功的巨大魅力。后续将把注意点集中在可口可乐中国的视角上，结合中国大事记，看可口可乐是如何转换广告策略的。

关键词：可口可乐；电视广告；变化

Abstract

There are many kinds of definitions of advertising, from the literal meaning is "widely advertised ", It uses some forms of media to disseminate information and to inform consumers to buy the products. In order to increase the profits of manufacturers and expand the market for commercial purposes. In China, the history of advertisement started with a “foreign goods" – Coca-Cola. The world famous product is also very popular in China. In order to explore the reasons for success of Coca-Cola, this paper will start with Coca-Cola’ TV advertising. To study the history of Coca-Cola, and the advertising slogan changes. Mainly focus on the history of advertising in China and how does it change advertising strategies according to China's national conditions and characteristics; It’s mainly from the video data, the existing books. Mainly use the example demonstration and comparison method as the main research methods; To show the similarities and differences between the developments of television advertising both here and abroad through this research. Thus understand deeply by the great charm of Coca-Cola’s success; The follow-up to the point of attention will focus on Coca-Cola in China. Combined with China’s major events, and to see how Coca-Cola converts the advertising strategies.

Key words: Coca-Cola; Television advertising; changes

1 Introduction
This paper mainly talks about the key factors that influence the great company Coca-Cola. That’s its advertising strategies. The paper focuses on how Coca-Cola adopts the localization strategies and becomes the leading brand of Chinese beverage market. At first, the paper introduces the present situation, development and the advantages of localized Coca-Cola advertisements. Furthermore, the paper analyses in detail how Coca-Cola wins consumers’ recognition and becomes one of the most popular beverage in Chinese market.