RT Journal Article
SR Electronic
T1 Television Advertising in the Arab World: A Status Report
JF Journal of Advertising Research
JO J Advert Res
FD WARC
SP 215
OP 223
DO 10.2501/S0021849908080252
VO 48
IS 2
A1 Morris Kalliny
A1 Grace Dagher
A1 Michael S. Minor
A1 Gilberto De Los Santos
YR 2008
UL http://www.journalofadvertisingresearch.com/content/48/2/215.abstract
AB 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.