Attitudes toward advertising in islam

Safran S. Al-Makaty, G. Norman Van Tubergen, S. Scott Whitlow, Douglas A. Boyd

Research output: Contribution to journalArticlepeer-review

61 Scopus citations

Abstract

This study uses Q-Methodology to learn about the perceptions of advertising seen on the two national television channels in Saudi Arabia. Done in the kingdom during June 1992, the study asked male respondents to sort 52 items, most of which dealt with television advertising. Our analysis resulted in three distinct types of respondents. Type 1 Saudis believe television advertising represents a serious cultural threat and has adverse implications for Saudi economic development. Type 2 Saudis believe television advertising may threaten certain cultural beliefs but can also be a positive economic force. Type 3 Saudis see no serious cultural threat from television advertising and, in fact, may see it as helping cultural modernization and economic development.

Original languageEnglish
Pages (from-to)16-26
Number of pages11
JournalJournal of Advertising Research
Volume36
Issue number3
StatePublished - May 1996

ASJC Scopus subject areas

  • Communication
  • Marketing

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