Fourth International Conference on Communication & Media Studies

Abstract

As a traditional drink in Western countries, coffee has entered the Chinese market from the West with the tide of globalisation. Since the 1990s, drinking coffee has gradually become popular in China, and coffee advertising is the main way for merchants to promote their products. In the coffee advertisement, for stimulating consumption in the various market, there is both the promotion of the item of coffee and specific cultural values. In the process of consumption, the coffee culture has gradually formed and merge with the local culture. Such a form of cultural communication under the globalisation has led to the integration of coffee culture in China with a global culture represented by Western culture and a local culture dominated by Chinese culture. Therefore, in order to improve the glocalisation of coffee culture in China, this paper analyses ninety coffee advertisements from China and the United Kingdom from 2009 to 2018 via content analysis and textual analysis. This study draws upon the framework of individualism-collectivism and modernity-traditional to explore the cultural value of coffee advertising in two countries, thus proving the glocalisation of coffee culture in China.