Journal Article10.1080/13527266.2015.1062794
Localizing to Arabic consumers: Insights from print advertising
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TL;DR: This article conducted a comparative analysis of Arab and US print advertisements in magazines, to identify cross-cultural differences in advertising and make recommendations on localizing advertising to Arab consumers, and in particular, those in the Persian Gulf states.
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Abstract: This study argues that understanding the nature and influence of cultural differences in print advertising is important for an effective international marketing strategy. Previous studies have investigated cross-cultural differences in advertising, but have not focused on advertising from the Arab world. There is also a shortage of studies providing specific recommendations about localizing advertising for Arab consumers. This study therefore conducts a comparative analysis of Arab and US print advertisements in magazines, to identify cross-cultural differences in advertising and make recommendations on localizing advertising to Arab consumers, and in particular, those in the Persian Gulf states.
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