Ad Hoc Arabism

Ad Hoc Arabism is a revealing look at advertising and consumer culture in Saudi Arabia. Through careful study of the marketing strategies and hidden meanings behind the advertisements featured in a leading Saudi women's magazine, Roni Zirinski examines the process whereby international advertisers strip products of any cultural overlay, and then reattach them to local historical symbols. Each chapter is devoted to a specific family of products, such as watches, cars, food items, cosmetics, and electronics. This book provides an invaluable exploration of the inner workings of global advertising through a deep understanding of the cultural economics of the Middle East.

Autorentext
The Author: Roni Zirinski is a researcher at the Center for Middle Eastern Studies and the Program in Science, Art, and Communications Studies at Harvard University. He is the recipient of the 2000 Rabin-Peres and the 2000 Tami Steinmetz Peace Research Awards.

Klappentext
Ad Hoc Arabism is a revealing look at advertising and consumer culture in Saudi Arabia. Through careful study of the marketing strategies and hidden meanings behind the advertisements featured in a leading Saudi women's magazine, Roni Zirinski examines the process whereby international advertisers strip products of any cultural overlay, and then reattach them to local historical symbols. Each chapter is devoted to a specific family of products, such as watches, cars, food items, cosmetics, and electronics. This book provides an invaluable exploration of the inner workings of global advertising through a deep understanding of the cultural economics of the Middle East.

Zusammenfassung
«This book deals with 'the art of the capitalistic world': the realm of advertising. Through an in-depth semiotic analysis of advertisements from Sayyidati, an important Saudi magazine, this book invites us to a journey through the bazaar of Arab commercialism.» (Mario Biagioli, Harvard University)
«To my mind, Roni Zirinski's careful in-depth analysis of commercial advertisements is truly innovative. It reflects not only a very deep understanding of Arab cultural patterns, but also the author's originality and audacity.» (Uri M. Kupferschmidt, Haifa University)
«This book is excellent. It is unique and it makes a substantial contribution to our understanding of how the symbols of Arab culture are used in advertising and marketing. It not only opens up Arab culture to the reader, but also helps us to understand how marketers have integrated the signs and symbols of culture into advertising.» (Katherine Frith, Nanyang Technological University)

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