Coca-Cola's Many faces

Kasper Nicholson

Studenteropgave: Semesterprojekt


This reports has been written with the purpose to answer how are the semiotic choices used in advertising on the official website of Coca-Cola, both in Japan and in the US, be argued to create a different meaningful whole to guide their respective target audiences, which share characteristics with ‘John’ and ‘Kyo’, to the preferred reading. Coming from different cultural backgrounds, particularly high vs low context cultures, ‘John’ and ‘Kyo’ create meaning from the collaboration of the signs that is quite different. Therefore, the sign system that guides them to the preferred reading needs to be adapted. Based on the qualitative research of the secondary data, two personas, ‘John’ and ‘Kyo’ were created. As the research provided significant information not only on the differences between their lifestyles, but as well on the conventions and interpretations of the sing systems, they were used as the readers from their respective countries in a comparative semiotic analysis throughout this report. To elaborate on this, websites were analyzed by the usage of elements of the linguistic text, images and composition which all work together to create a meaning for the reader of Coca Cola websites and guide them to the preferred reading.

UddannelserBasis - International Humanistisk Bacheloruddannelse, (Bachelor uddannelse) Basis
Udgivelsesdato19 jun. 2014


  • Semiotics, Text and Sign