Cultural Values Reflected in Arab and American Television Advertising

Morris Kalliny, Missouri University of Science and Technology
Lance Gentry, Missouri University of Science and Technology

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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.