Abstract
This study examined the television commercials by two multinational beverages companies operating in
Pakistan i.e. Coca-Cola and PepsiCo to explore any change in cultural values manifested in them at the rise of new
millennium. A qualitative content analysis of television ads by the two companies with a variety of taglines and
themes used over last 18 years (2000 to 2017) was carried out. Findings show a visible change of value
manifestation in their commercials with a shift of advertising themes and taglines from fun, lively, and sports to
family, sexuality, and hedonism. The findings are discussed in the perspective of globalization effects.
Saima E.Shahid, Ayesha Ashfaq. (2021) Coca-Cola and PepsiCo Advertising in Pakistan: Changing Trends of Cultural Values Manifested in Television Commercials, Journal of the Research Society of Pakistan, Volume-58, Issue-2.
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