This article is basically about how the Ad industry in the UAE is lacking because of the use of "imported" advertising campaigns from other countries and just translating them for use here.
I seriously doubt that the culture in the U.S and the U.A.E are similar!
And we all know about the numerous implied rules in the Ad industry here!
Main Points:
- Whole Campaigns are being imported from other countries and translated into Arabic
- These campaigns fail because they aren't segmented to the UAE audience
- The Audience in the UAE are extremely diverse, that's why the imporated campaigns fail.
- Loss of Arab culture and westernization
I doubt that the article meant that the UAE was only using imported campaigns, but a good amount of them are. In one of my previous posts, i found an article online that was related to whether or not the Audience in the UAE felt good about the brand or felt like the advertising campaigns were personalized to them and a good percentage didn't. This shows that there IS a problem. Then again, maybe other countries are doing the same thing. I'm sure that the larger companies are trying to make universal campaigns, like Tide i belive. I think Tide has to amend one of their ads for malaysia and make the women scarfed. Got to double check that though. Thanks for your comment and added info!
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