The Nature of Television Advertising in Saudi Arabia:

Content analysis was performed on random video recordings of commercials aired during the first three years of television advertising in Saudi Arabia. The findings showed a strict adherence to Islamic values and cultural norms, and a growing trend towards the Arabization of the medium. At a time when many Western companies are seeking to globalize their product and communication strategies, the Saudi Arabian market seems to dictate thinking and acting locally. The paper discusses the major findings and their implications to marketing-decision making.