The Role of the Advertising Agency in the Cultural Message Content of Advertisements: A Comparison of the Middle East and the United States
Abstract
This study compared responses of advertising agencies located in the Middle East and the United States to an email survey examining their approach in designing advertisements. the survey examined whether the advertising agency incorporated area-specific cultural values and advertising appeals in the execution of their advertisements. Results indicate that indeed advertising agencies do use, or at least report to use, different cultural values and advertising appeals. Advertising agencies in the Middle East tend to focus more on filial obedience, customs and traditions, loyalty to one's group, honor, and patience. in addition, agencies in the Middle East reported that they tended to portray women in a more modest fashion than their counterparts in the United States.
Recommended Citation
Kalliny, M., & Ghanem, S. (2009). The Role of the Advertising Agency in the Cultural Message Content of Advertisements: A Comparison of the Middle East and the United States. Journal of Global Marketing, 22(4), pp. 313-328. Taylor and Francis Group; Routledge.
The definitive version is available at https://doi.org/10.1080/08911760903022549
Department(s)
Business and Information Technology
Keywords and Phrases
Advertisements; Advertising agency; Cultural message context; The Middle East; The United States
International Standard Serial Number (ISSN)
1528-6975; 0891-1762
Document Type
Article - Journal
Document Version
Citation
File Type
text
Language(s)
English
Rights
© 2024 Taylor and Francis Group; Routledge, All rights reserved.
Publication Date
01 Oct 2009
