Coca cola glokal advertising strategies in Turkey analysis of cultural indicators

The concept of global advertising, which emerged with the increasing impact of globalization, started to show a local tendency in the 1960s with differentiating consumer preferences. In this context "think globally, think universal" approaches have gradually been replaced by an understanding where localism gains importance. This is because global companies have started to use elements of local cultures in their advertisements. As one of the most important global companies in the world, Coca Cola has tended to use local cultural features in its glocal advertisements. In this way, it tries to emphasize that it takes into consideration the different sensitivities of different target groups depending on their cultural values and is a part of this culture. The study, published in the oly month of Ramadan in Turkey Coca Cola ads aims to determine which brought to the foreground of the cultural code. In this context, 6 commercial films of Coca-Cola, which has global brand value, in the period of 2013-2019 during the month of Ramadan, it was adapted from the selective and multidimensional method developed by Rengin Küçükerdoğan.Keyword: Glokal Advertisement, Coca Cola Advertisements, Cultural Codes