The Role of the Advertising Agency in the Cultural Message Content of Advertisements: A Comparison of the Middle East and the United States

A Comparative Analysis of Arab and U.S. Cultural Values on the Web

“…In a collectivist society, "people belong to groups that look after them in exchange for loyalty" (De Mooij & Hofstede, 2002, p. 63). In addition, in a collectivistic society, people tend to sacrifice individuals' goals for groups' goals (Kalliny & Ghanem, 2009;Perea & Slater, 1999). Arab people tend to achieve success by what one does for one's family rather than individual earnings or accomplishment (Kalliny et al, 2011).…”

“…In an individualist society, people are likely to be more competitive and goal-oriented (Oyserman, Coon, & Kemmelmeier, 2002;Triandis & Gelfand, 1998). Moreover, people attempt to have attention for themselves and achieve their goals (Kalliny & Ghanem, 2009). On the other hand, collectivism refers to interdependency between individuals and groups (Frost, Goode, & Hart, 2009).…”

Predictors of Psychological Outcomes in Nonheterosexual Individuals

“…With regard to both appeals, evidence has shown that there is a difference between Western and Eastern advertisements. To solidify this, Kalliny and Ghanem (2009) surveyed the Middle East (a collective culture) and U.S. advertising agencies to test for the approach taken on advertisement creation. They found that these agencies use culture specific appeals because one focuses on group/consensus and the other on individual/independence.…”

Tourism Enterprises as Buyers of Knowledge-Intensive Business Services

“…The questionnaire was sent out after the end of the winter season but before the beginning of the summer season, which meant that a large percentage of the firms selected for participation had suspended their activities (a large number of autorespond answers receivedmore than 400-stated that the business in question was suspended). In light of this fact, the number of completed questionnaires was treated as sufficient, the more so that international journals do publish studies based on comparable rates of return (Kalliny & Ghanem, 2009;Pelletier, 2007). Poland was selected for the study due to the fact that this was the market of which the authors of the article had the best understanding, and also in view of the dynamic development of tourism there in recent years.…”