The Phenomenon of Arab Advertising: A Social and Cultural Perspective

Abstract

The article is devoted to the analysis of the phenomenon of Arabic advertising. The study of this phenomenon gives the researcher the opportunity to analyze rich and multi-level material: from advertising we learn about the cultural and everyday characteristics of society, we can assess the political and economic course of the state, as well as the degree of its involvement in solving social problems. The language of advertising can be considered as a separate aspect, paying attention not only to the content, but also to the form. The visual component of advertising offers material for analyzing its artistic value. Arab advertising has its own characteristics, which are dictated by traditions and religious beliefs. At the same time, some Arab countries are more democratic in this matter, while others, on the contrary, subject advertising to strict censorship. Advertising aimed at the Arab market strictly prohibits the display of alcoholic beverages, gaming machines, cigarettes or drugs. The only exception is social advertising. Almost all Arab countries have restrictions on the display of nudity in advertising. In some cases, censors are forced to retouch exposed areas of the body in images that, according to Muslim traditions, should not be left exposed. Images of the traditional east are popular: desert, Bedouin, camel, etc. Sometimes marketers deliberately turn to them in advertising foreign products, wanting to overcome the consumer’s possible distrust of the product through familiar images. Well-known brands and logos are also being adapted for local consumers. As a rule, logo rework is limited to its translation into Arabic. Advertising that appeals to the Arab audience during the holy month of Ramadan, the period of fasting, deserves special attention. Advertising during the month of Ramadan actively uses the theme of universal fasting, uniting Muslims. There is one more feature of Arabic advertising related to the language situation. If until recently the use of a dialect was strictly fixed and did not go beyond the scope of everyday communication, now advertising deliberately addresses the consumer in their native dialect.

Keywords:

Arab world, advertising, culture, marketing, Arabic language