Open Access. Powered by Scholars. Published by Universities.®
Articles 1 - 1 of 1
Full-Text Articles in Business
Cultural Values Reflected In Arab And American Television Advertising, Morris Kalliny, Lance Gentry
Cultural Values Reflected In Arab And American Television Advertising, Morris Kalliny, Lance Gentry
Business and Information Technology Faculty Research & Creative Works
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.