Abstract
This paper analyses Coca-Cola’s campaign in Egypt after the Egyptian revolution in 2011. It finds that Coca-Cola understood the meaning and the signs of the Egyptian revolution and other cultural values and concepts in Egyptian society. In addition, this paper explores how Coca-Cola dealt with those cultural meanings. Coca-Cola, after the Egyptian revolution, cleverly used the meanings of Egyptian culture and signs of the Egyptian revolution in its advertisement campaigns. This paper analyzes these cultural signs and how they were used by Coca-Cola.
Details
Presentation Type
Paper Presentation in a Themed Session
Theme
KEYWORDS
Social Media Semiotics
Digital Media
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