"Coca-Cola" has been, without any doubt, a universal language nowadays. Throughout its 120 years of history, Coca-Cola has indeed built a very powerful consumer network throughout almost 150 countries (Constance L. Hay) all round the world. However, although its brand has gone through the process of foreign integration, the Coca-Cola Company still perpetuates an image of an American ambassador to spread the idea of being democratic, good, unique, traditional and full of freedom. Americans have even coined a word for it: "Coca-colonization." It is a term which has the idea of "erosion of a country's indigenous culture" in replace of the American values. (Wikipedia) In this essay, with reference to Coca-colonization, one is going to analyze the intentional meanings derived from product-external methods (Dr. Neil Drave) by the customers and producers of Coca-Cola Company in the text provided.
             Coca-Cola Company has invested millions and billions of dollars to perpetuate an image of international unity by adopting local culture to Coca-Cola. The "think local, act local" idea does not make direct promotions to its product, but "market[s] beverages abroad that do not exist in the United States as a way to cater local tastes." (Peter Barton Hutt) It is seemingly that its marketing strategies have widened customer's choices and brought freedom to choose whatever we want, however, this is indeed forcing the customers to the same shallow consumer culture. (ibid) Coca-Cola's strategies of adapting different culture values in their promotion of the unique Coca-Cola has been demonstrated in the websites of Coca-Cola USA, Ghana and China below. The designs of the website have located the brand to every area in the world with the help of using the local languages and culture of populaces. Also, the ads of Coca-Cola in it remind everyone that, in spite of the differences in tastes
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