Cultural and Informational Differences in Television Commercials in the Arab World and the United States
Abstract
Standardization versus adaptation of advertising has been a subject of great controversy (Agrawal 1995; Hill & Shao 1994) that has been debated for decades. The review of the literature indicates that the pros and cons of international advertising and adaptation versus standardization in particular continue to be debated. This paper investigates cultural differences between the United States and the Arab world in regard to individualism/collectivism, contextualization, time orientation, and human relationship with nature. Results show that there are significant differences between the United States and the Arab world.
Recommended Citation
Kalliny, M., & Saran, A. (2007). Cultural and Informational Differences in Television Commercials in the Arab World and the United States. Proceedings of the Academy of International Business 49th Conference (2007) Academy of International Business.
Meeting Name
Academy of International Business 49th Conference (2007)
Department(s)
Business and Information Technology
Keywords and Phrases
Cultural Differences; International Advertising; Television Advertising
Document Type
Article - Conference proceedings
Document Version
Citation
File Type
text
Language(s)
English
Rights
© 2007 Academy of International Business, All rights reserved.
Publication Date
01 Jan 2007
