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.
Kalliny, M., & Gentry, L. (2007). Cultural Values Reflected in Arab and American Television Advertising. Journal of Current Issues and Research in Advertising.
The definitive version is available at http://dx.doi.org/10.1080/10641734.2007.10505205
Business and Information Technology
Keywords and Phrases
TV advertising; Consumer behavior; Cultural differences; Television ads
Article - Journal
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