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| Author: | Al-Olayan, F.S. Karande, K. |
| Title: | A content analysis of magazine advertisements from the United States and the Arab world |
| Journal: | Journal of Advertising
2000 : FALL, VOL. 29:3, p. 69-82 |
| Index terms: | Advertising Publishing industry Arab States USA |
| Language: | eng |
| Abstract: | The study investigates differences in content of magazine adveritsements from the USA and the Arab world comprising twelve Middle Eastern countries and ten African countries. Differences in the depiction of men and women, the extent of comparative advertising, the extent of information content and the extent of price information are hypothesized, based on the role of religion in forming values, the level of individualism and whether the culture is high-context or low-context, as well as economic differences. |
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