Television Advertising in the Arab World
This article reviews the current status of advertising in the Arab world with special attention given to television advertising. After providing a review of the literature and the status of television advertising, we provide the results of a content analysis dealing with various cultural values used...
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| Other Authors: | , , |
| Format: | article |
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2008
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| Online Access: | http://hdl.handle.net/10725/3877 http://dx.doi.org/10.2501/S0021849908080252 http://libraries.lau.edu.lb/research/laur/terms-of-use/articles.php http://www.journalofadvertisingresearch.com/content/48/2/215.abstract |
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| Summary: | This article reviews the current status of advertising in the Arab world with special attention given to television advertising. After providing a review of the literature and the status of television advertising, we provide the results of a content analysis dealing with various cultural values used in television advertising in various countries in the Arab world. This article points out that the potential for television advertising is enormous due to the proliferation of satellite television across the Arab world. This study finds that despite the common belief that the Arab world is vastly different from the United States, there are some similarities between the two in television advertising. |
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