Advertisement and Cultural Transformation in Middle East: In Special Context to Oman
Abhishek K. Singh
Faculty, Department of Communication Studies,
College of Applied Sciences
Sultanate of Oman [email protected] ______________________________________________________________________________ 1. Introduction
In the era of information society, media is playing a very crucial part in everyday lives. It influences both how we see ourselves and society in all perspectives. There are different kinds of media and all of them are presenting their content in more fascinating and glamorize way to influence audience. The presentation of advertisement and pictures in the media is certainly creating a unique mental space in the mind of social capitals.
As far as the advertising and their social influence are concern, the understanding of cultural differences is often considered a prerequisite for successful international advertising (Keegan, 2008) because consumers grow up in a particular culture and become aligned with that culture ‘s value system as well as beliefs and perception processes. Several studies have shown that consumers are more inclined to respond to advertisements that are congruent with their culture (Boddewyn, Soehl, and Picard, 1986; Buzzell, 1968; Harris, 1984). Unlike, today’s era of media globalization is changing the taste of social capitals especially the youngster and their value system. The value system includes sets of beliefs, attitudes, and
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