This study examines cultural differences between the United States and the Arab world regarding low/high context, collectivism/individualism, time orientation and man's relationship with nature in print advertising. Study reveals that the main differences between the United States and the Arab world include cultural values that are embedded in religious values and beliefs.
De Los Santos, G., Fisher, C., Ghanem, S., Kalliny, M., & Saran, A. (2007). A Comparison of Print Advertisements from Egypt, Lebanon, Kuwait, Saudi Arabia, United Arab Emirates and the United States. Marketing Theory and Applications.
Business and Information Technology
Keywords and Phrases
Cultural Differences; Print Advertisements; Values and beliefs
Article - Journal
© 2007 American Marketing Association, All rights reserved.