THE MORAL VALUE OF “AMERICA THE BEAUTIFUL”

A Content Analysis of Coca Cola Advertisement 2014

  • desi rahmania sari STIBA IEC JAKARTA
  • bejo sutrisno STIBA IEC JAKARTA
Keywords: Moral value, Advertising, Coca Cola, American Culture

Abstract

In coca cola ads America the beautiful, the writers analyze moral values on video Coca Cola. The writer used three video Coca-Cola ads America the beautiful, and some related books as the resource the data. The writer watched the video and then analyzed the data. From the analysis the writer conclude that some moral values are freedom, individualism, Achievement, tolerance, and the future. Coca cola indicates that America is so diverse nations, cultures, languages, and ethnics. It’s beautiful thing and Coca cola make this video to celebrate diverse culture in America.  America is the place to learn how to mutual respect with others. And America is country that innovates because America is unique and capable changes in the surrounding environment and brings the profit and success

References

Amanda, R. Doran, Susan, and Gary Althen. American way. London: Nicholas Brealey, 2003.
Barcallow E.Moral Philosophy:Theories &Issues. Belmont CA:Wadsworth, 2006
Bovee Courtland,Arens William F.Contemporary advertising.Homewood, 1992
Hurlock,Elizabeth B.Child growth and development. United States; McGraw Hill, 1997
Hyne,Janson.Global Imagery in online advertisement, Business Communication Quarterly, 2007
Jean,Grow,Tom Altsiel.Advertising Strategy.London: Sage, 2007
Published
2018-08-22
How to Cite
sari, desi, & sutrisno, bejo. (2018). THE MORAL VALUE OF “AMERICA THE BEAUTIFUL”. Journal of English Language and Literature (JELL), 2(01), 91-106. https://doi.org/10.2540/jell.v2i01.18