Abstract
This study examined the television commercials by two multinational beverages companies operating in Pakistan i.e. Coca-Cola and PepsiCo to explore any change in cultural values manifested in them at the rise of new millennium. A qualitative content analysis of television ads by the two companies with a variety of taglines and themes used over last 18 years (2000 to 2017) was carried out. Findings show a visible change of value manifestation in their commercials with a shift of advertising themes and taglines from fun, lively, and sports to family, sexuality, and hedonism. The findings are discussed in the perspective of globalization effects.
Keyword(s)
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