Advanced search
Publication Cover
Journal of Current Issues & Research in Advertising Volume 29, 2007 - Issue 1
Submit an article Journal homepage
676
Views
41
CrossRef citations to date
0
Altmetric
Original Articles

Cultural Values Reflected in Arab and American Television Advertising

Morris Kalliny Ph.D. Univeristy of Texas-Pan American, USA; School of Management and Information Systems, University of Missouri-Rolla, USA
&
Lance Gentry Ph.D. Michigan State University, USA; School of Management and Information Systems, University of Missouri-Rolla, USA
Pages 15-32 | Published online: 07 May 2012
 
Sample our Humanities journals, sign in here to start your FREE access for 14 days

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.

Reprints and Corporate Permissions

Please note: Selecting permissions does not provide access to the full text of the article, please see our help page How do I view content?

To request a reprint or corporate permissions for this article, please click on the relevant link below:

Order Reprints Request Corporate Permissions

Academic Permissions

Please note: Selecting permissions does not provide access to the full text of the article, please see our help page How do I view content?

Obtain permissions instantly via Rightslink by clicking on the button below:

Request Academic Permissions

If you are unable to obtain permissions via Rightslink, please complete and submit this Permissions form. For more information, please visit our Permissions help page.

Related Research Data

Middle East competitiveness in the 21st century's global market
Source: Academy of Management
Islamic Ethics and the Implications for Business
Source: Springer Science and Business Media LLC
Attitudes toward culture and approach to international advertising
Source: Wiley
Analysis of Information Content in U.S. and Japanese Magazine Advertising
Source: Informa UK Limited
A Content Analysis of Magazine Advertisements from the United States and the Arab World
Source: Informa UK Limited
Content Analysis of German and Japanese Advertising in Print Media from Indonesia, Spain, and the United States
Source: Informa UK Limited
The Globalization of Advertising
Source: Informa UK Limited
Materialism, Attitudes, and Social Media Usage and Their Impact on Purchase Intention of Luxury Fashion Goods Among American and Arab Young Generations
Source: Informa UK Limited
Personal Value Systems and Decision-Making Styles of Public Managers:
Source: SAGE Publications
Examining the effect of TV advertising appeals on brand attitudes and advertising efforts in Iran
Source: Emerald
Standardization in international marketing: Is Ted Levitt in fact right?
Source: Elsevier BV
MOVING INTERNATIONAL ADVERTISING RESEARCH FORWARD : A New Research Agenda
Source: Informa UK Limited
Chinese Cultural Values: Their Dimensions and Marketing Implications
Source: Emerald
A study of Sunni-Shi’a sectarian disparities and similarities
Source: Emerald
Should businesses use religious cues in advertising? A comparison of consumer perceptions across Christianity and Islam
Source: Wiley
Habitus, doxa, and ethics: insights from advertising in emerging markets in the Middle East and North Africa
Source: Informa UK Limited
Agency Participants in Multicountry Advertising: A Preliminary Examination of Affiliate Characteristics and Environments:
Source: SAGE Publications
Cultural values in international advertising: An examination of familial norms and roles in Mexico
Source: Wiley
The implications of Islam for advertising messages: The middle eastern context
Source: IMDA Press
Islam beyond Violence
Source: Princeton University Press
The Effects of Religion and Religiosity on Advertisement Assessment among Lebanese Consumers
Source: Informa UK Limited
How Culture Affects Advertising Expression and Communication Style
Source: Informa UK Limited
The distorted mirror: Reflections on the unintended consequences of advertising.
Source: SAGE Publications
Asian advertising : charting the trends
Source: Informa UK Limited
The Information Content of Advertising: A Meta-Analysis
Source: Informa UK Limited
Cultural Differences and Advertising Expression: A Comparative Content Analysis of Japanese and U.S. Magazine Advertising
Source: Informa UK Limited
Persuasion and culture: Advertising appeals in individualistic and collectivistic societies.
Source: Elsevier BV
Becoming a Consumer Society: A Longitudinal and Cross-Cultural Content Analysis of Print Ads from Hong Kong, the People's Republic of China, and Taiwan
Source: Oxford University Press (OUP)
Advertising and Cultural Values: Reflections in the Distorted Mirror
Source: Informa UK Limited
Language and Culture, Here and Abroad
Source: Ovid Technologies (Wolters Kluwer Health)
Arabic cluster: a bridge between East and West
Source: Elsevier BV
Personal Value Systems of American Managers
Source: Academy of Management
A Comparative Study of American and Middle Eastern Management Styles
Source: Informa UK Limited
Sex Roles in Advertising: A Comparison of Television Advertisements in Australia, Mexico, and the United States:
Source: SAGE Publications
Cultural Themes in Brazilian and U.S. Auto Ads: A Cross-Cultural Comparison
Source: Informa UK Limited
The Study of Islamic Culture and Politics: An Overview and Assessment
Source: Annual Reviews
CROSS‐CULTURAL PUBLIC RELATIONS: IMPLICATIONS FOR AMERICAN AND ARAB PUBLIC RELATIONS PRACTITIONERS
Source: Emerald
Cultural values depicted in Indian television advertising
Source: SAGE Publications
The relationship between managerial values and managerial success in the United States, Japan, India, and Australia.
Source: American Psychological Association (APA)

Linking provided by 

Related research

People also read lists articles that other readers of this article have read.

Recommended articles lists articles that we recommend and is powered by our AI driven recommendation engine.

Cited by lists all citing articles based on Crossref citations.
Articles with the Crossref icon will open in a new tab.