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| Author: | Kalliny, M. (et al.) |
| Title: | Television advertising in the Arab world: A status report |
| Journal: | Journal of Advertising Research
2008 : JUN, VOL. 48:2, p. 215-223 |
| Index terms: | television advertising Arab states USA women |
| Freeterms: | cultural values, geographical location, high context |
| Language: | eng |
| Abstract: | The paper reviews advertising in the Arab world giving examples of television advertising. The primary purpose of this study is to report on similarities and differences in the television advertising. The survey was made using a content analysis dealing with various cultural values used in television advertising in various countries in the Arab world. The survey finds out that despite the common belief that the Arab world is vastly different from the United States, also some similarities, like depiction of women, can be found between the two in television advertising. The differences in Arab advertisements compared to the advertisements in the United States are that in Arab countries advertisements include less price information, use less direct comparative advertising, and provide fewer information cues than U.S advertisements. Also the Arab advertisements tend to be more conservative in the matter of womens dress. |
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