本研究旨在探討可口可樂廣告中的文化價值，並以越南及美國的廣告為例。根據越
南經濟時報報導，在 2018 年可口可樂已成為越南最能持續發展的第二大企業。可口可樂
在越南的成功可歸功於電視廣告的推廣。人們喜歡的事物以及廣告所反映出的文化價值都
影響了廣告的設計。然而鮮少有研究探討可口可樂這個全球知名的品牌當中的文化價值。
本研究採用內容分析方法探討美國可口可樂廣告中個人主義，以及越南可口可樂廣告中集
體主義的展現。本研究也根據Hofstede's(2001)所歸納的個人主義與集體主義之特徵對圖像
與語言訊息進行分析。
分析結果發現美國與越南電視廣告中的主要文化價值。美國的廣告中所反映的文化
價值如社群意識、多樣性、自立，以及選擇自由；而越南的廣告中則一貫地呈現家庭完整
與社群意識。越南廣告中普遍存在集體主義，而據報導在美國廣告中個人主義和集體主義
都一樣普遍。此外，與越南相比，美國的廣告中集體主義的表現是相對保守的。
本研究結果有助於人們了解成功的廣告如何使產品貼近客人，並創造消費價值。這
意味著跨文化理解跟行銷策略的成功有密切的關係。

This study examines the cultural values in Coca-Cola advertisements targeting Americans vs. Vietnamese, respectively. Coca-Cola has become the Top 2 most sustainable enterprises in Vietnam in 2018 (Vietnam Economic Times, 2018). Its success in Vietnam is largely due to the promotion of TV advertisements. Encompassing what people believe to be preferable, advertisements reflect cultural values, which in turn shape the design of advertisements (Cheng & Schweitzer, 1996). Yet, little attention has been paid to the investigation of cultural values embedded in Coca-Cola, one of the world’s most recognizable brands. This study attempts to do so. As individualism/collectivism is the most widely used cultural dimension in the marketing literature (Sivadas, 2008), the study follows this tradition. By adopting a content analysis approach,this study investigates how individualistic vs. collectivistic cultural values manifested in the CocaCola video advertisements as they appear in the U. S., a predominantly individualist cultural context, and in Vietnam, a predominantly collectivist cultural context. Both images and linguistic
messages were analyzed in terms of the characteristics of individualism/collectivism found in Hofstede (2001).
After data had been analyzed, major cultural values in American and Vietnamese TV
commercials were identified. American advertising prominently featured cultural values such as sense of community, diversity, self-reliance, and freedom of choice. As for its Vietnamese counterpart, integrity of family and sense of community were consistently found. Also, collectivism prevailed in Vietnamese commercials whereas both individualism and collectivism were reportedly prevalent in American advertising. Besides, the manifestation of collectivism in the American context was conservative in its appearance, compared to the Vietnamese context.
The results of this study would contribute to our understanding of how successful
advertisements make the products relevant to the target audience and cultivate their consumption values. It implies cross-cultural understanding are pertinent to the development of successful marketing strategies.

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