مجلة الرسالة للدراسات والبحوث الإنسانية
Volume 11, Numéro 1, Pages 217-226
2026-03-28
Global Standards And Local Manifestations: Investigating Universal Arguments In Children’s Advertising Within The Arab Media Landscape
Authors : Metrouh Ouafa .
Abstract
This study is concerned with an in-depth investigation into the manifestations of cultural values contained in a sample of television advertisements for global products targeting children on the Arab satellite channels, using semiotic analysis. Among the researcher's findings is that advertisers rely on employing themes that are considered universal arguments, unifying concepts regardless of cultural differences. Furthermore, television advertisements targeting children in the Arab region represent fertile ground for shaping cultural values and exporting them according to global standards
Keywords
Television Advertising ; Childhood ; Cultural Values ; Semiotics
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