[ ABSTRAK
Jurnal ini membahas komunikasi global yang dilakukan oleh perusahaan multinasional (MNC) dengan produk minuman berkarbonasi bernama Coca-Cola. Di eraglobalisasi saat ini, sebuah perusahaan MNC mengkoordinasikan seluruh aktivitas pemasaranke berbagai negara. Dalam hal ini perusahaan melakukan adanya standarisasi produk,packaging, dan merek. Bahkan, beberapa produk dan jasa secara serempak menyamakanpesan komunikasi atau kampanye penjualannya. Sebagai alat kampanye pemasaran, Coca-Cola merilis 24 versi dari The World Is Ours, lagu untuk menyemarakkan perhelatan PialaDunia 2014, dengan berbagai bahasa dari bermacam negara. Beberapa negara yang turutmerilis lagu ini adalah Indonesia, Mexico, Colombia, South Africa, China, Japan, Argentina,Vietnam, Korea, Middle East, Thailand, Malaysia, South Africa, Nepal, Bosnia &Herzegovina, Myanmar, Romania and Brazil. Dari penjelasan tersebut maka penulis akanmeneliti adanya komunikasi global yang terjalin melalui kampanye Coca Cola yang dikaitkanmenggunakan konsep glokalisasi.
ABSTRACT This journal discusses global communication conducted by multi-national companies (MNCs)with a carbonated beverage product called Coca-Cola. In the current era of globalization, aMNC company coordinates all marketing activities to different countries. In this case thecompany doing the standardization of products, packaging, and brand. In fact, some productsand services simultaneously equalize message communication or sales campaigns. As a toolof marketing campaign, Coca-Cola released 24 versions of The World Is Ours, songs toenliven the 2014 World Cup event, with the various languages of the various nations. Somecountries are also releasing this song is Indonesia, Mexico, Colombia, South Africa, China,Japan, Argentina, Vietnam, Korea, Middle East, Thailand, Malaysia, South Africa, Nepal,Bosnia & Herzegovina, Myanmar, Romania and Brazil. From these explanations, the authorswill examine the global communications established through the Coca Cola campaign arelinked using the concept of glocalization.;This journal discusses global communication conducted by multi-national companies (MNCs)with a carbonated beverage product called Coca-Cola. In the current era of globalization, aMNC company coordinates all marketing activities to different countries. In this case thecompany doing the standardization of products, packaging, and brand. In fact, some productsand services simultaneously equalize message communication or sales campaigns. As a toolof marketing campaign, Coca-Cola released 24 versions of The World Is Ours, songs toenliven the 2014 World Cup event, with the various languages of the various nations. Somecountries are also releasing this song is Indonesia, Mexico, Colombia, South Africa, China,Japan, Argentina, Vietnam, Korea, Middle East, Thailand, Malaysia, South Africa, Nepal,Bosnia & Herzegovina, Myanmar, Romania and Brazil. From these explanations, the authorswill examine the global communications established through the Coca Cola campaign arelinked using the concept of glocalization., This journal discusses global communication conducted by multi-national companies (MNCs)with a carbonated beverage product called Coca-Cola. In the current era of globalization, aMNC company coordinates all marketing activities to different countries. In this case thecompany doing the standardization of products, packaging, and brand. In fact, some productsand services simultaneously equalize message communication or sales campaigns. As a toolof marketing campaign, Coca-Cola released 24 versions of The World Is Ours, songs toenliven the 2014 World Cup event, with the various languages of the various nations. Somecountries are also releasing this song is Indonesia, Mexico, Colombia, South Africa, China,Japan, Argentina, Vietnam, Korea, Middle East, Thailand, Malaysia, South Africa, Nepal,Bosnia & Herzegovina, Myanmar, Romania and Brazil. From these explanations, the authorswill examine the global communications established through the Coca Cola campaign arelinked using the concept of glocalization.] |
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