ABSTRACT
This chapter highlights some of the ramifications of globalisation on Indian advertising. It examines the ways in which advertising itself shapes consumer experience of globalisation. It explores the apparent paradoxes of the Middle East with case studies of brands, campaigns and advertising agencies and the challenges they face in the region. The chapter focuses broadly on the Arab Gulf countries, with emphasis on the United Arab Emirates (UAE), and the impact of globalisation throughout the region. In the recent past, women in Arab countries such as the UAE faced many restrictions and it was not acceptable for them to work or gain higher education. The UAE majority, consisting of mainly young educated consumers with large disposable incomes, shows similar consumer purchasing patterns to those found in Western markets. The cultural values embedded in advertisements must reflect respect for religion and tradition, and family values. In this regard, the cornerstones of successful Western advertising are at odds with an Islamic market.
