Abstract

This study examines cultural values as reflected in U.S. And the Arab world television advertising. A total of 866 television commercials from Egypt, Kuwait, Lebanon, Saudi Arabia, United Arab Emirates and the United States were analyzed. Contrary to the common notion that the U.S. culture and the Arabic culture are vastly different, we found many similarities between the two cultures regarding TV advertising content and appeal. The findings contribute to the debate of standardization versus adaptation of international advertising.

Department(s)

Business and Information Technology

Keywords and Phrases

TV advertising; Consumer behavior; Cultural differences; Television ads

Document Type

Article - Journal

Document Version

Final Version

File Type

text

Language(s)

English

Rights

© 2007 CTC Press, All rights reserved.

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