Are They Really That Different from Us: A Comparison of Arab and American Newspaper Advertising

Abstract

This study examines cultural values reflected in U.S. and the Arab world newspaper advertisement. A total of 1245 newspaper advertisements from Egypt, Kuwait, Lebanon, Saudi Arabia, United Arab Emirates and the United States were analyzed. The findings indicate that there are some similarities between the Arab World and the U.S. that may allow for subtle changes in cultural values and advertising strategies. The findings also indicate that there are some cultural values that have more of a religious significance than others.