Cultural Differences and Similarities in Television Commercials in the Arab World and the United States |
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| Authors: | Morris Kalliny Anshu Saran Salma Ghanem Caroline Fisher |
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| Affiliation: | 1. Department of Marketing, John Cook School of Business , Saint Louis University , St. Louis, Missouri, USA;2. University of Texas of the Permian Basin , Odessa, Texas, USA;3. College of Communication and Fine Arts , Central Michigan University , Mt. Pleasant, Michigan, USA;4. Missouri University of Science and Technology , Rolla, Missouri, USA |
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| Abstract: | Understanding the nature and influences of cultural differences is central to international marketing. This article investigates cultural differences in television advertising between the United States and a select group of countries in the Arab world on the cultural dimensions of contextualization, individualism/collectivism, time orientation, and human perception of nature. The results indicate that while there are many differences between the United States and the Arab world, there are also similarities. The results indicate that there are also differences between the Arab countries, and the Arab countries should not be viewed as the same in certain situations. |
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| Keywords: | Arab advertising cultural values Middle East |
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