[文章摘要]：广告是我们日常生活中最常见到的事物。广告的目的是为产品服务，促进产品的销售，吸引和打动消费者对产品产生浓厚的兴趣和购买欲。作为国际软饮料界两大商业巨头的百事可乐与可口可乐两家公司，为了争夺市场、提升品牌，自19世纪末诞生之日起即开始了激烈的广告战。在历经动荡的整个20世纪，两家公司面临了许多特殊而艰巨的考验，作为行业先驱者的可口可乐，凭借先入为主的市场优势以及成功的营销，对于初来乍到，新兴崛起的百事可乐有着绝对的优势。然后，这样的优势在两者之后近半个世纪的竞争当中，逐渐缩小，渐而荡然无存，如今，我们进入到了一个百事可乐与可口可乐平等竞争的时代。在这一百多年的较量当中，成功的广告营销在两者的竞争当中起到了决定性的作用。本文正是从广告这一角度来看饮料业的两大巨头百事可乐和可口可乐两者之间的历史与竞争，以及给我们带来的启示。
[关键词]：百事可乐； 可口可乐； 广告； 竞争
[Abstract]: Advertising is the most common in our daily life. The purpose of advertising is to products services, and promote the sale of the product, attract impress consumers, to product produce strong interest and buying mood. From the late nineteenth century up to the present, Pepsi and Coca-Cola two companies as two big soft drinks in the world of business giants, since the day of birth has been fighting for the more than years, regardless of Aberdeen. After unrest in the whole of the 20th century, the two companies faced many special and tough test, as an industry pioneer of coke, with the first impression of market advantages and successful marketing, for first came here, the rise of new Pepsi has absolute advantage. Then, the advantage in nearly half a century after both of the competition, reduced gradually, and gradually and disappeared, now, we entered a Pepsi and Coca-Cola equal competition era. In the one hundred years of competition, the successful advertisement marketing in both of the competition played a decisive role. This article is from advertising this Angle of the two giants Pepsi and Coca-Cola between the history and competition, and bring us enlightenment.
[Key words]: Pepsi； Coca Cola； Advertisement； Compete
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