The adaptation of commercials for multi-national brands in Morocco's the young educated viewers’ evaluation of tide® and always® commercials in Rabat
Dissertant
Thesis advisor
Comitee Members
Ross, Eric
al-Almi, Najia
Pratt, Paula
Lahlu, Munsif
Haji, Abd al-Majid
Bin Jilun, Wail
University
Al Akhawayn University
Faculty
School of Humanities and Social Sciences
University Country
Morocco
Degree
Master
Degree Date
1999
English Abstract
Advertising in Morocco has been subject to different changes since early nineties.
In fact, one noticeable change to make the ads aired on Moroccan TV suit the expectations of young, educated, urban Moroccans.
This paper investigates the extent to which these ads have been successful in meeting the expectation of this audience through survey and analysis of how the young educated of Rabat perceive two adapted ads: the detergent Tide and the sanitary napkin Always.
Perceptions of the aesthetics, kinesics and belief system conveyed in the ads were analyzed using three different independent variables: gender, age, and level of education.
I discovered that all of these factors intervene in shaping the audience’s attitude towards the ads.
Their impact lies in the fact that the audience do not perceive the prevailing social order as everlasting especially in terms of gender roles in society.
Second, the regional approach in Tide commercial was not positively perceived by the audience as it included some negative regional connotations.
Some of the most significant conclusions are as follows: education is very important in shaping the attitude of the young educated audience towards the commercials as respecting belief system in terms of touching on sensitive issues.
Second, a significant part of the informants said that advertising is not the only decisive means in making the young educated audience purchase products like Tide.
Main Subjects
Topics
No. of Pages
69
Table of Contents
Table of contents.
Abstract.
Abstract in Arabic.
Introduction.
Chapter One : Analysis and discussion of findings.
Chapter Two : Conclusions and recommendations.
References.
American Psychological Association (APA)
Khalid Hilal, B. A.. (1999). The adaptation of commercials for multi-national brands in Morocco's the young educated viewers’ evaluation of tide® and always® commercials in Rabat. (Master's theses Theses and Dissertations Master). Al Akhawayn University, Morocco
https://search.emarefa.net/detail/BIM-592609
Modern Language Association (MLA)
Khalid Hilal, B. A.. The adaptation of commercials for multi-national brands in Morocco's the young educated viewers’ evaluation of tide® and always® commercials in Rabat. (Master's theses Theses and Dissertations Master). Al Akhawayn University. (1999).
https://search.emarefa.net/detail/BIM-592609
American Medical Association (AMA)
Khalid Hilal, B. A.. (1999). The adaptation of commercials for multi-national brands in Morocco's the young educated viewers’ evaluation of tide® and always® commercials in Rabat. (Master's theses Theses and Dissertations Master). Al Akhawayn University, Morocco
https://search.emarefa.net/detail/BIM-592609
Language
English
Data Type
Arab Theses
Record ID
BIM-592609
