The Role of the Advertising Agency in the Cultural Message Content of Advertisements: A Comparison of the Middle East and the United States

REFERENCES

• Aaker , D. A. , Batra , R. and Myers , J. G. 1992 . Advertising management , Englewood Cliffs, NJ : Prentice Hall .
   Google Scholar
• Ajzen , I. and Fishbein , M. 1980 . Understanding attitudes and predicting social behavior , Englewood Cliffs, NJ : Prentice-Hall, Inc .
   Google Scholar
• Albaum , G. and Peterson , R. 1984 . Empirical research in international marketing: 1976–1982 . Journal of International Business Studies , 15 : 161 – 173 .
   Web of Science ®Google Scholar
• Ali , A. J. 1996 . Organizational development in the Arab world . Journal of Management Development , 15 : 4 – 21 .
   Google Scholar
• Almaney , A. J. and Alwan , A. J. 1982 . Communicating with the Arabs , Prospect Heights, IL : Waveland Press .
   Google Scholar
• Al-Olayan , F. and Karande , K. 2000 . A content analysis of magazine advertisements from the United States and the Arab World . Journal of Advertising , 29 : 69 – 82 .
   Web of Science ®Google Scholar
• Anastos , D. , Bedos , A. and Seman , B. 1980 . The development of modern management practices in Saudi Arabia . Columbia Journal of World Business , 15 : 81 – 85 .
   Google Scholar
• Bakhtari , H. 1995 . Cultural effects on management style . International Studies of Management and Organization , 25 : 97 – 118 .
   Google Scholar
• Bates , D. G. and Fratkin , E. M. 2003 . Cultural anthropology , New York : Allyn and Bacon .
   Google Scholar
• Belk , R. and Bryce , W. 1986 . Materialism and individual determinism in U.S. & Japanese television advertising . Advances in Consumer Research , 13 : 568 – 572 .
   Google Scholar
• Biswas , A. , Oleson , J. and Carlet , V. 1992 . A comparison of print advertisements from the United States and France . Journal of Advertising , 21 : 73 – 81 .
   Web of Science ®Google Scholar
• Britt , H. 1974 . Standardizing marketing for the international market . Columbia Journal of World Business , 9 : 39 – 45 .
   Google Scholar
• Cateora , P. R. and Graham , J. L. 2004 . International marketing () , 12th ed. , Homewood, IL : Richard D. Irwin .
   Google Scholar
• Cheng , H. and Schweitzer , J. 1996 . Cultural values reflected in Chinese and U.S. television commercials . Journal of Advertising Research , 36 : 27 – 45 .
   Web of Science ®Google Scholar
• Cho , B. , Up , K. , Gentry , J. , Sunkyu , J. and Kropp , F. 1999 . Cultural values reflected in theme and execution: A comparative study of U.S. & Korean television commercials . Journal of Advertising , 28 : 59 – 64 .
   Web of Science ®Google Scholar
• Coulson , N. 1964 . A History of Islamic law , Edinburgh, , UK : Edinburgh University Press .
   Google Scholar
• Cukur , C. S. , De Guzman , M. and Gustavo , C. 2004 . Religiosity, values, and horizontal and vertical individualism/collectivism: A study of Turkey, the United States and the Philippines . Journal of Social Psychology , 144 : 613 – 635 .
   PubMed Web of Science ®Google Scholar
• Cutler , B. and Javalgi , R. 1992 . A cross-culture analysis of the visual components of print advertising . Journal of Advertising Research , 32 ( January ) : 320 – 224 .
   Google Scholar
• Devinney , T. and Dowling , G. 1999 . Getting the piper to play a better tune: Understanding and resolving advertiser–agency conflicts . Journal of Business to Business Marketing , 6 : 19 – 58 .
   Google Scholar
• Donnelly , J. Jr. 1970 . Attitudes toward culture and approach to international advertising . Journal of Marketing , 34 : 60 – 63 .
   Web of Science ®Google Scholar
• Douglas , S. and Dubois , B. 1977 . Looking at the cultural environment of international marketing . Columbia Journal of World Business , 12 : 102 – 109 .
   Google Scholar
• Ellis , R. S. and Johnson , L. W. 1993 . Observations: Agency theory as a framework for advertising agency compensation . Journal of Advertising Research , 33 : 76 – 80 .
   Web of Science ®Google Scholar
• Fraj , E. and Martinez , E. 2006 . Environmental values and lifestyles as determining factors of ecological consumer behaviour: An empirical analysis . Journal of Consumer Marketing , 23 ( 3 ) : 133 – 144 .
   Google Scholar
• Frith , K. 1997 . Asian advertising: Charting the trends . Media Asia , 24 : 94 – 98 .
   Google Scholar
• Frith , K. and Frith , M. 1989 . Western advertising and Eastern culture: The confrontation in South East Asia . Current Issues & Research in Advertising , 12 : 63 – 74 .
   Google Scholar
• Gilly , M. D. 1988 . Sex roles in advertising: A comparison of television advertisements in Australia, Mexico, and the United States . Journal of Marketing , 52 : 75 – 85 .
   Web of Science ®Google Scholar
• Graham , J. , Kamins , M. and Oetomo , D. 1993 . Content analysis of German and Japanese advertising in print media from Indonesia, Spain, and the United States . Journal of Advertising , 22 : 5 – 15 .
   Web of Science ®Google Scholar
• Gregory , G. and Munch , J. 1997 . Cultural values in international advertising: An examination of familial norms and roles in Mexico . Psychology and Marketing , 14 : 99 – 119 .
   Web of Science ®Google Scholar
• Gronstedt , A. 1996 . How agencies can support integrated communications . Journal of Business Research , 37 : 201 – 206 .
   Web of Science ®Google Scholar
• Gudykunst , W. , Matsumoto , Y. , Ting-Tconey , T. , Nishida , T. , Kirn , K. and Seyman , S. 1996 . The influence of cultural individualism-collectivism, self construal, and individual values on communication styles across cultures . Human Communication Research , 22 ( June ) : 510 – 543 .
   Google Scholar
• Gouveia , V. , Clemente , M. and Espinosa , P. 2003 . The horizontal and vertical attributes of individualism and collectivism in a Spanish population . Journal of Social Psychology , 143 : 43 – 64 .
   PubMed Web of Science ®Google Scholar
• Hackley , C. 2002 . The panoptic role of advertising agencies in the production of consumer culture . Consumption, Markets and Culture , 5 : 211 – 229 .
   Google Scholar
• Hall , E. T. 1982 . “ Context and meaning ” . In Intercultural communication: A reader , Edited by: Samovar , L. and Porter , R. Belmont, CA : Wadsworth Publication Company .
   Google Scholar
• Han , S. and Shavitt , S. 1994 . Persuasion and culture: Advertising appeals in individualistic and collectivistic societies . Journal of Experimental Social Psychology , 30 : 326 – 350 .
   Web of Science ®Google Scholar
• Harvey , M. 1993 . Point of view: A model to determine standardization of the advertising process in international markets . Journal of Advertising Research , 33 : 57 – 64 .
   Web of Science ®Google Scholar
• Helgesen , T. 1992 . The rationality of advertising decisions: Conceptual issues and some empirical findings from a Norwegian study . Journal of Advertising Research , 32 : 22 – 30 .
   Web of Science ®Google Scholar
• Helgesen , T. 1994 . Advertising awards and advertising agency performance criteria . Journal of Advertising Research , 34 : 43 – 53 .
   Web of Science ®Google Scholar
• Hofstede , G. 1984 . Culture's consequences: International differences in work-related values , Thousand Oaks, CA : Sage .
   Google Scholar
• Hofstede , G. 1991 . Culture and organizations: Software of the mind , London : McGraw-Hill .
   Google Scholar
• Hong , J. , Muderrisoglu , A. and Zinkhan , G. 1987 . Cultural differences and advertising expression: A comparative content analysis of Japanese and U.S. magazine advertising . Journal of Advertising , 16 : 55 – 68 .
   Web of Science ®Google Scholar
• Hornik , J. 1980 . Comparative evaluation of international vs national advertising strategies . Columbia Journal of World Business , 15 : 36 – 45 .
   Google Scholar
• Kabasakal , H. and Bodur , M. 2002 . Arabic cluster: A bridge between East and West . Journal of World Business , 37 : 40 – 54 .
   Web of Science ®Google Scholar
• Kalliny , M. , Dagher , G. and Minor , M. 2004 . The impact of cultural differences and religion on television advertising: A content analysis of the United States and the Arab world . American Marketing Association Summer Educator's Conference Proceedings , 15 : 165 – 171 .
   Google Scholar
• Kanso , A. 1992 . International advertising strategies: Global commitment to local vision . Journal of Advertising Research , 32 : 10 – 14 .
   Web of Science ®Google Scholar
• Kanso , A. 2001 . Cross-cultural public relations: Implications for American and Arab public relations practitioners . Competitive Review , 11 : 65 – 82 .
   Google Scholar
• Kavoossi , M. 2000 . The globalization of business and the Middle East: Opportunities and constraints , Westport, CT : Quorum Books .
   Google Scholar
• Khaldun , I. 1967 . The Mugaddhimah: An introduction to history , Edited by: Rosenthal , R. Princeton, NJ : Princeton University Press .
   Google Scholar
• Kluckhohn , F. R. and Strodtbeck , F. Z. 1961 . Variations in value orientations , Westport, CT : Greenwood Press .
   Google Scholar
• Lawrence , B. 1998 . Shattering the myth: Islam beyond violence , Princeton, NJ : Princeton University Press .
   Google Scholar
• Levitt , T. 1983 . The globalization of markets . Harvard Business Review , 61 : 92 – 102 .
   Web of Science ®Google Scholar
• Lee , E. 1980 . The American in Saudi Arabia , Yarmouth, ME : Intercultural Press .
   Google Scholar
• Lin , C. 1993 . Cultural differences in message strategies: A comparison between American and Japanese TV commercials . Journal of Advertising Research , 33 : 40 – 48 .
   Web of Science ®Google Scholar
• Lugmani , M. , Yavas , U. and Quraeshi , Z. 1989 . Advertising in Saudi Arabia: Content and regulation . International Marketing Review , 6 : 59 – 72 .
   Google Scholar
• Madden , C. , Caballero , M. and Matsukubu , S. 1986 . Analysis of information content in U.S. & Japanese advertising . Journal of Advertising , 15 : 38 – 45 .
   Web of Science ®Google Scholar
• McCarty , J. and Hattwick , P. 1992 . Cultural value orientations: A comparison of magazine advertisements from the United States and Mexico . Advances in Consumer Research , 19 : 34 – 38 .
   Google Scholar
• McLuhan , M. 1964 . Understanding media , New York : Mentor .
   Google Scholar
• Miracle , G. , Chang , K. and Taylor , C. 1992 . Culture and advertising executions: A comparison of selected characteristics of Korean and US television commercials . International Marketing Review , 4 : 5 – 17 .
   Google Scholar
• Mueller , B. 1987 . Reflections of culture: An analysis of Japanese and American advertising appeals . Journal of Advertising Research , 27 ( June–July ) : 51 – 59 .
   Google Scholar
• Mueller , B. 1992 . Standardization vs. specialization: An examination of Westernization in Japanese advertising . Journal of Advertising Research , 32 : 15 – 24 .
   Web of Science ®Google Scholar
• Nydell , M. K. 1987 . Understanding Arabs: A guide for Easterners , Yarmouth, ME : Intercultural Press .
   Google Scholar
• Perea , A. and Slater , M. 1999 . Power distance and collectivist/individualist strategies in alcohol warnings: Effects by gender and ethnicity . Journal of Health Communication , 4 : 295 – 310 .
   PubMed Web of Science ®Google Scholar
• Pollay , R. and Gallagher , K. 1990 . Advertising and cultural values: Reflections in the distorted mirror . International Journal of Advertising , 9 : 359 – 372 .
   Google Scholar
• Prior , J. B. and Whalen , N. J. 1997 . “ A typology of sexual harassment: Characteristics of harassers and the social circumstances under which sexual harassment occurs ” . In Sexual harassment: Theory, research, and treatment , Edited by: O'Donohue , W. 129 – 151 . Boston : Allyn & Bacon .
   Google Scholar
• Rice , G. and Al-Mossawi , M. 2002 . The implications of Islam for advertising messages: The Middle Eastern context . Journal of Euromarketing , 11 : 71 – 65 .
   Google Scholar
• Rokeach , M. 1973 . The nature of human values and value systems , New York : The Free Press .
   Google Scholar
• Rokeach , M. 1979 . “ From individual to institutional values: with special reference to the values of science ” . In Understanding human values: Individual and societal , Edited by: Rokeach , M. 47 – 70 . New York : The Free Press .
   Google Scholar
• Schudson , M. 1984 . Advertising: The uneasy persuasion , New York : Basic Books .
   Google Scholar
• Srikandath , S. 1991 . Cultural values depicted in Indian television advertising . Gazette , 48 : 165 – 176 .
   Google Scholar
• Sriram , V. and Gopalakrishna , P. 1991 . Can advertising be standardized among similar countries? A cluster-based analysis . International Journal of Business Studies , 23 : 137 – 149 .
   Google Scholar
• Synodinos , N. , Keown , C. and Jacobs , L. 1989 . Transactional advertising practices: A survey of leading brand advertisers in 15 countries . Journal of Advertising Research , 29 : 43 – 50 .
   Web of Science ®Google Scholar
• Tajfel , H. 1984 . “ Intergroup relations, social myths and social justice in social psychology ” . In The social dimension: European developments in social psychology , Edited by: Tajfel , H. 695 – 715 . Cambridge, , UK : Cambridge University Press .
   Google Scholar
• Tansey , R. , Hyman , M. and Zinkhan , G. 1990 . Cultural themes in Brazilian and U.S. auto ads: A cross cultural comparison . Journal of Advertising , 19 : 30 – 39 .
   Web of Science ®Google Scholar
• Taylor , C. and Okazaki , S. 2006 . Who standardizes advertising more frequently, and why do they do so? A comparison of U.S. & Japanese subsidiaries' advertising practices in the European Union Preview . Journal of International Marketing , 14 : 98 – 120 .
   Web of Science ®Google Scholar
• Thomas , A. O. 1998 . Transnational satellite television and advertising in South East Asia . Journal of Marketing Communications , 4 : 221 – 236 .
   Google Scholar
• Triandis , H. 2004 . The many dimensions of culture . Academy of Management Executive , 19 : 88 – 95 .
   Google Scholar
• Triandis , H. , Chan , D. , Bhawuk , D. , Iwao , S. and Sinha , J. 1995 . Multimethod probes of allocentrism and idiocentrism . International Journal of Psychology , 30 : 461 – 480 .
   Web of Science ®Google Scholar
• Tse , D. , Belk , R. and Zhou , N. 1989 . 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 . Journal of Consumer Research , 15 : 457 – 472 .
   Web of Science ®Google Scholar
• Turner , J. C. and Reynolds , K. J. 2004 . “ The social identity perspective in intergroup relations: theories, themes, and controversies ” . In Self and social identity , Edited by: Brewer , M. B. and Hewstone , M. Malden, MA : Blackwell Publishing Ltd. .
   Google Scholar
• Unwin , S. 1974 . How culture affects advertising expression and communication style . Journal of Advertising , 3 : 24 – 27 .
   Google Scholar
• Williams , R. M. Jr. 1979 . “ Change and stability in values and value systems: A sociological perspective ” . In Understanding human values: Individual and societal , Edited by: Rokeach , M. 15 – 46 . New York : The Free Press .
   Google Scholar
• Wilson , M. 1996 . Arabic speakers: Language and culture, here and abroad . Top Long Disord , 16 : 65 – 80 .
   Web of Science ®Google Scholar
• Yau , O. 1988 . Chinese cultural values: Their dimensions and marketing implications . European Journal of Marketing , 22 : 44 – 57 .
   Web of Science ®Google Scholar
• Zandpour , F. , Campos , V. , Catalano , J. , Chang , C. , Dae , D. Cho , Y. 1994 . Global reach and local touch: Achieving cultural fitness in TV advertising . Journal of Advertising Research , 35 : 35 – 63 .
   Google Scholar