tions strategy.

Religion is another aspect of culture that affects norms, values, and behaviors. For example, in many Arab countries, advertisers must be aware of various taboos resulting from conservative applications of the Islamic religion. Alcohol and pork cannot be advertised. Human nudity is forbidden, as are pictures of anything sacred, such as images of a cross or photographs of Mecca. The faces of women may not be shown in photos, so cosmetics use drawings of women's faces in ads.33 In conservative Islamic countries, many religious authorities are opposed to advertising on the grounds that it promotes Western icons and culture and the associated non-Islamic consumerism.34 Procter & Gamble recently took on tradition in Egypt by underwriting a new groundbreaking TV talk show on feminine hygiene called "Frankly Speaking" that tackles some of the most sensitive issues facing women in an Islamic country. The program has the support of the Egyptian government, which has launched its own health education drive. P&G does not promote its products during the show, but the program does contain numerous commercials for its Always brand, which has 85 percent of the disposable sanitary pad market in the country.35

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Reasonable care has been taken to ensure that the information presented in this book isĀ  accurate. However, the reader should understand that the information provided does not constitute legal, medical or professional advice of any kind.

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