The Construction of Pop Culture in Advertising Discourse:Taking Coca-Cola Advertising as an Example

摘要

This paper analyzes Coca-Cola advertising under Fairclough’s three-dimensional framework in the hope that con⁃sumers can better understand ideology behind advertising discourse. It reveals that Coca-Cola Company tries to construct pop cultures in its advertising discourse, in order to get recognition from its consumers. In turn, it contributes to the construction of the pop culture among the younger generation.