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.
Recommended Citation
Kalliny, M., & Gentry, L. (2007). Cultural Values Reflected in Arab and American Television Advertising. Journal of Current Issues and Research in Advertising CTC Press.
The definitive version is available at https://doi.org/10.1080/10641734.2007.10505205
Department(s)
Business and Information Technology
Keywords and Phrases
TV advertising; Consumer behavior; Cultural differences; Television ads
International Standard Serial Number (ISSN)
1064-1734
Document Type
Article - Journal
Document Version
Final Version
File Type
text
Language(s)
English
Rights
© 2007 CTC Press, All rights reserved.
Publication Date
01 Jan 2007
