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Resumen:
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This research analyzes the use of social values in trade marks’ advertising campaigns, studying Coca-Cola campaigns closer from 1971 until 2015. For the basic knowledge I have retrieved varied bibliography references in order to understand consumer’s relationships with labels better, as well as the evolution of the label’s image towards a more social expression, the concept of label social advertising and getting closer to Coca-Cola’s brand.Once I studied the main base resources, and bearing in mind the social characteristics of brand advertising (more specifically Coca-Cola’s), I will start to analyze twenty-eight Coca-Cola advertisements, which are my investigation purpose. For that, I resorted to the classic and quantitative content analysis method, adding the Schwartz system value classification. Likewise, I used the Focus Groups qualitative technique to comprehend which are the perceptions and opinions of different types of public (children, teenagers and adults) about my study purpose. In this manner, on the one hand I have done an investigation that complements the social values I found in Coca-Cola’s advertising, and the individuals’ perceptions about them on the other
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