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| Title: | Cultural values reflected in Arab and American television advertising | |
| Author (s): | Kalliny, Morris Gentry, Lance | |
| Department/Lab Affiliations: | Business & Information Technology | |
| Keywords: | TV advertising consumer behavior cultural differences television ads | |
| Issue Date: | 2007 | |
| Publisher: | CTC Press | |
| Citation: | Kalliny, Morris., and Gentry, Lance. "Cultural Values Reflected in Arab and American Television Advertising." Journal of Current Issues and Research in Advertising, p. 15-32, (2007). | |
| 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. | |
| Type: | Article - Journal text | |
| In Title: | Journal of Current Issues and Research in Advertising | |
| Copyright Notice: | This material is presented to ensure timely dissemination of scholarly and technical work. Copyright and all rights therein are retained by authors or by other copyright holders. All persons copying this information are expected to adhere to the terms and constraints invoked by each author's copyright. In most cases, these works may not be reposted without the explicit permission of the copyright holder. Full text allowed with statement "Reproduced with permission of CtC Press. All Rights Reserved." FULL COPYRIGHT INFORMATION: | |
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| title | Cultural values reflected in Arab and American television advertising | |
| contributor.author | Kalliny, Morris | |
| contributor.author | Gentry, Lance | |
| contributor.deptlab | Business & Information Technology | |
| subject | TV advertising | |
| subject | consumer behavior | |
| subject | cultural differences | |
| subject | television ads | |
| date.issued | 2007 | |
| publisher | CTC Press | |
| identifier.citation | Kalliny, Morris., and Gentry, Lance. "Cultural Values Reflected in Arab and American Television Advertising." Journal of Current Issues and Research in Advertising, p. 15-32, (2007). | |
| description.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. | |
| type | Article - Journal | |
| type.DCMIType | text | |
| type.status | Final version | |
| rights | This material is presented to ensure timely dissemination of scholarly and technical work. Copyright and all rights therein are retained by authors or by other copyright holders. All persons copying this information are expected to adhere to the terms and constraints invoked by each author's copyright. In most cases, these works may not be reposted without the explicit permission of the copyright holder. | |
| rights | Full text allowed with statement "Reproduced with permission of CtC Press. All Rights Reserved." | |
| rights.URI | ||
| relation.isPartOf | Journal of Current Issues and Research in Advertising | |
| date.accessioned | 2007-04-11T17:00:48Z | |
| date.available | 2008-03-28T14:51:45Z | |
| identifier.persist.URI | ||
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