publication . Article . 2017

Institutional Advertising in the Context of Social Representation Theory: The Case of Coca Cola

MURAT ÇOLPA, Zeynep;
Open Access
  • Published: 30 Jun 2017
  • Publisher: Stratejik Araştırmalar Merkezi
Abstract
Social representation emergesto provide needs of individuals understanding world. Production of socialrepresentations only can be provided by individuals and groups interact eachother that is generally used in the field of communication. In this respect,this study attempts to analyze the instituional advertising in the context ofsocial representation theory. In this study institutionaladvertising of Coca Cola which is a well-known beverage company is inspectedand evaluated. Three sample of Coca Cola’ ads are examined. In this examinationsome symbolic elements are found, are showed an alteration according to thecountry where the ad is broadcasted and consists of ...
Subjects
free text keywords: social representation theory,institutional advertising,institution image,advertisement
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