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.
|Number of pages
|Journal of Advertising Research
|Published - May 1996
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