Middle East Communication: indigenous advertisements to a local country or region (2006)

Résumé du document

The Middle East region is booming and is now the second fastest growth area in the world after China. Political and economic reforms across the region provide a new dynamic business atmosphere where consumer demand and consumption is on the rise.
High oil revenues coupled with low interest rates, high inward investments and banking liquidity across the region have produced booming real estate and stock markets.

With a total population fast approaching half a billion people and rapid growth in Internet connectivity amongst the businesses and professional classes across the region, there is a fast emerging sophisticated consumer market that is targeted.
Growing Internet usage across the whole of the Middle East region provides huge online marketing access points for businesses seekers to target users in individual countries or in a region.
But the Middle East has not the same culture, hobbies, and values of the European or American way of life. Therefore, marketing and advertising departments have to realize specific campaigns or ads with specific supports.

To understand clearly how companies go on, we will discuss about the censorship between the International campaigns and the Middle East one's.

Extraits

[...] international ones The recommendations for: ( Print visuals + TVC + Radio commercial should be adapted to the GCC constraints. So, to adapt communication and advertising, we have three options: Developments for the GCC (with local testing) International visual/TVC are shot in a way to meet with the local requirements in terms of censorship International visual/TVC are re-touched by the local agency to meet with local requirements in terms of censorship If you intend on using a local translation service provider (i.e. [...]

[...] To conclude, advertisement produced for the Arabian countries should avoid using sexual appeal or sexual innuendoes in its message. It should be conservative in content and appearance and should not present any social values or situations that contradict with the Arabian culture or Islam. In almost all the Arabian countries advertisement should not directly or explicitly contain comparison between two different brands for the same type of product. Message should place more emphasis on the quality and functionality of the product. [...]

[...] The culture, the values, the social scale, the age or the marital status makes it possible to explain the differences in the choices of consumption and to understand the overall logic in which are located the actors starting from the concept of socio-cultural credit. The individual is then located in his social environment, which makes it possible to identify, starting from the social interactions and his membership at various social groups and the mechanisms of interpersonal influences. - Endogenous Variable The experiment: For example, consumers of luxury goods in the Middle East are in general very easy people, who travel a lot, and are very demanding with regard to service. [...]

[...] Therefore, marketing and advertising departments have to realize specific campaigns or ads with specific supports. To understand clearly how companies go on, we will discuss about the censorship between the International campaigns and the Middle East one's. The speed with which the Internet has spread throughout the Middle East and North Africa testifies to the region's appetite for alternative means of getting and transmitting information. In countries where the press is rigidly controlled, the Internet has opened a window for greater freedom of expression and communication. [...]

[...] Middle East Communication: indigenous advertisements to a local country or region (2006) Some advertisements are truly indigenous to a local country or region and would not translate or transport well to another country or region. Middle East Communication (2006) Introduction Censorship profile Censorship level by market Censorship level by medium Visuals constraints Recommendations Conclusion Bibliography The Middle East region is booming and is now the second fastest growth area in the world after China. Political and economic reforms across the region provide a new dynamic business atmosphere where consumer demand and consumption is on the rise. [...]