Localizing to Arabic consumers: Insights from print advertising

Sobh, Rana; Singh, Nitish; Chun, Wootae; Benmamoun, Mamoun

doi:10.1080/13527266.2015.1062794

Cited by 13 publications

(5 citation statements)

References 72 publications

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“…Communication content is influenced by the context in which it is created (Kates and Goh, 2003), with variations in the usage of consumer culture elements being expected across countries. Such variations are examined at an individual or national level (Özsomer, 2012), with prior research focusing on characteristics such as cosmopolitanism and ethnocentrism or culture and level of economic development, respectively (e.g., Alden et al, 1999;An, 2007;Czarnecka and Keles, 2014;Czarnecka, Brennan and Keles, 2018;Guo, 2013;Sobh et al, 2018). Using a country-level lens, both early and more recent research (Alden et al, 1999;Czarnecka et al, 2018) identifies differences in the use of strategies to convey CCP (e.g.…”

Section: Cross-national Differences In Consumer Culture Positioning (Ccp) Strategies In Advertisingmentioning

confidence: 99%

How do international advertisers use consumer culture positioning strategies? A cross-national, cross-category approach

Michaelidou

Micevski

Halkias

2020

IMR

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PurposeThe present paper explores how advertisers use consumer culture positioning (CCP) strategies in advertising across countries and product categories.Design/methodology/approachThe study employs a content analysis approach to investigate usage of CCP strategies and symbols across different CCP strategies, countries and product categories. The authors focussed on country of origin (COO) cues as symbols of CCP. The authors collected printed advertisements from countries at different levels of economic development and communication orientation for the content analysis, namely, Austria (n = 182), Hungary (n = 199) and Turkey (n = 120) and products with high- vs low-involvement levels.FindingsFindings of this study indicated that global consumer culture positioning (GCCP) and local consumer culture positioning (LCCP) advertisements relied more on implicit symbols, while foreign consumer culture positioning (FCCP) advertisements predominantly employed explicit ones. Types of symbols and their utilisation varied across countries and product categories, with language, tag lines/logos and brand names being key components across different advertisements.Practical implicationsThe results document the practices of CCP-based advertising, offering important insights on whether and how symbolism can be effectively used for communicating different CCPs across markets.Originality/valueLittle is known in terms of how specific symbols are used to communicate consumers’ culture. In this study, the authors analysed the content of 501 real-print advertisements across multiple countries and product categories. This study contributes to the theory and practice by revealing how consumers’ culture manifests through diverse COO symbols in advertising imagery and by facilitating the application of such manifestations across market contexts.

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Section: Cross-national Differences In Consumer Culture Positioning (Ccp) Strategies In Advertisingmentioning

confidence: 99%

How do international advertisers use consumer culture positioning strategies? A cross-national, cross-category approach

Michaelidou

Micevski

Halkias

2020

IMR

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“…Scholars have consistently called for more research on advertising from the Middle East (Chun et al, 2015;Kalliny, 2012;Sobh et al, 2018). The sparse research on advertising from the region has largely conducted comparative analyses of Arab and U.S. cultural values and made recommendations on localizing advertising to Arab consumers (Chun et al, 2015;Kalliny & Gentry, 2007;Kalliny et al, 2011;Sobh et al, 2018). Compared to U.S. ad agencies, agencies in the Middle East tend to portray women in a more modest fashion (Kalliny & Ghanem, 2009).…”

Section: Gender Stereotyping In Advertisements In the Middle East/gccmentioning

confidence: 99%

Gender Depictions in TV Advertising in the Gulf

Khalil

2024

International Journal of Customer Relationship Marketing and Management

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This content analysis examines gender portrayal in advertisements in television advertising in the GCC, and contrasts those depictions with the results of an earlier study of the same region. Analysis revealed that stereotypical depictions of men and women continued to hold, specifically with respect to the association between the central figure's gender and the type of advertised product, as well as in background setting. However, in terms of roles (familial, autonomous) and location (home, occupational setting), as women continued to be depicted mainly in familial roles and at home, men were also increasingly portrayed progressively in familial roles and at home. The findings are discussed in comparison to extant literature and the changes occurring in the Gulf region with regard to gender roles.

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“…Nevertheless, the differences between some of these varieties (such as American vs. British or British vs. Australian) are not as substantial as the differences between MSA and DA. Only a few studies have tested the impact of Arabic varieties (e.g., Gully, 1996) or English vs. Arabic vs. Arabinglish (e.g., Nickerson & Camiciottoli, 2013;Sobh, Singh, Chun, & Benmamoun, 2018) on listeners' perception of, reactions towards, and recall of advertisements or the messages they deliver. However, most of the existing studies on Arabic either focus on written/print advertisements, examine foreign vs. native language, use theoretical discourse-based approaches, and/or took a non-linguistic perspective.…”

Section: Literature Reviewmentioning

confidence: 99%

Effects of Language Variety and Word Availability in Commercial Advertisements on Listener’s Lexical Recall

Algernas¹,

Aldholmi²

2021

AWEJ

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Commercial advertisements in Arabic-speaking regions tend to alternate between dialectal Arabic and Modern Standard Arabic, but it is not yet clear whether language variety has any impact on listener’s lexical recall. Insight into this issue should help enterprises design their commercial advertisements in a linguistically intelligent manner. This study addresses two questions: 1) How does language variety (dialectal vs. standard) affect listener’s lexical recall in commercial advertisements? 2) Do listeners recall words that have appeared in dialectal advertisements better than those that did not appear in advertisements using the same variety? Fifteen Saudi participants responded to a forced-choice memory test with 24 yes-no questions (3 per advertisement) asking participants to report whether they heard a specific key word in eight advertisements that utilized different language varieties. The findings show that Arabic speakers tend to perceive both Modern Standard Arabic and dialectal Arabic in commercial advertisements similarly, but tend to recall the presence of a key word in an advertisement better than its absence. Future research may increase the sample size and examine more Arabic varieties.

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Localizing to Arabic consumers: Insights from print advertising

Cited by 13 publications

References 72 publications

How do international advertisers use consumer culture positioning strategies? A cross-national, cross-category approach

How do international advertisers use consumer culture positioning strategies? A cross-national, cross-category approach

Gender Depictions in TV Advertising in the Gulf

Effects of Language Variety and Word Availability in Commercial Advertisements on Listener’s Lexical Recall

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