Relocating Coca-Cola’s Cultural Space in Singapore

Abstract

This paper examines how Coca-Cola manages to contextualize its 1994 and 1995 Lunar New Year television commercials to suit Singapore’s changing consumer market. The localization of advertising appeals is timely as the Government is concerned that foreign advertisers might devalue local customs and traditions through glamorous ‘Western’ influences. A semiotic analysis of the commercials suggests that although Coca-Cola’s advertising appeals are still grounded in highly Westernized imagery, Asian (or Singaporean) representations are gradually enjoying some cultural space in the image industry.