ContentsChinese Abstract.....2English Abstract…1.Introduction ...........1.1 Background of the Study.41.2 Object and Significance of the Study.....52.Advertising Expositions ........3.Advertising Characteristics......3.1 Similarities.........73.2 Differences............4.Cultural Differences ........4.1 Collectivism and Individualism..........4.2 Conservatism and Adventure.................115.Implication.....5.1 Understanding of the Cultural Differences.......5.2 Localization of Brands..................145.3 Identification of Competitors......6.Conclusion ..............References .........1近十年中美可口可乐广告视频的文化差异分析摘要广告是经济活动，同样也是文化产品。广告视频在跨文化交流中起着重要的作用，不同国家、不同民族的广告视频中都蕴藏了独特的文化内涵，文化的差异性很明显的展现在广告视频中。笔者通过比较近十年可口可乐公司在中国与美国发布的关于可口可乐的广告视频，就广告视频中表现出的文化差异进行分析，对我国企业实施“走出去”战略提供建议。笔者强调广告创作者应充分认识文化差异，在广告视频中体现品牌的民族性与国际性，找准目标市场本土品牌的竞争对手，在广告视频中突出产品特色，以期实现更好的产品宣传效果。关键词：广告视频：文化差异：比较：“走出去”战略2Analysis of Cultural DifferencesBetween Chinese and American Coca-ColaAdvertising Videos in Recent 10 yearsAbstractAdvertising is an economic activity as well as a cultural product.Advertising video plays animportant role in cultural exchange.Advertising videos of different countries and nationalitiescontains unique cultural connotations.Cultural differences will be obviously embedded in theadvertising videos.By comparing the advertising videos about Coca-Cola published by Coca-Colacompany in China and the United States in recent ten years,the author analyzes the culturaldifferences in the advertising videos and provides suggestions for Chinese enterprises to implementthe "going global"strategies.The author emphasizes that advertisers should fully understand thecultural differences,embody the national and international characteristics of the brand in theadvertising videos,find out the competitors of the local brand in the target markets,and highlightcharacteristics of products in the advertising videos,so as to achieve a better product publicityeffect.Key words:advertising videos;cultural differences;comparison;the“going global'”strategies3