Saudi Arabian and American cultures are very different. You will probably be surprised at the way women are used in advertisements. Sharia Law is followed by everyone in Saudi Arabia. It is Islam. This is a set of rules that govern your private and public behavior. The Quran is the basis of this law. Haram means prohibited by Islam. When women are out of the home, they must be covered. In some places, women are expected to cover their hair as well as their nose and mouth. It has been enforced strictly since I can remember. A person who breaks the law can face severe punishment. It is possible that this can even lead to death. My country’s punishments are much harsher compared to those in the United States.
In the United States it’s possible to wear almost anything, even if your body is almost naked. As the separation between church and government is maintained, the government makes the decisions about what is considered acceptable behavior. The U.S. is known for sexualizing advertising. Positions and outfits that suggest promiscuity are commonly used. The companies know that putting attractive women on products will increase sales. Women are often unhappy with their bodies because they don’t measure up to these unrealistic beauty standards.
According to me, cultural differences are what most influence the difference. It is impossible to not follow a strict rule when it is enforced. Saudi Arabia has strict rules about the way women should dress and behave. Each method of advertising has pros and con. Saudi Arabia is more ethical than U.S. methods.
In 2004, my country broadcast a commercial that was highly controversial. The commercial was for a women’s shampoo. These ads showed a woman with her hair exposed but apart from her facial features. Many people were upset about this, even though the commercials took several precautions to avoid violating Islamic laws. The law that requires women to cover themselves is not the responsibility of men, as many people think. Allah wanted women’s respect, so they wore it. The hijab, or veiling, eliminates women being seen as objects for pleasure. In my country, it was previously unacceptable to show the face and hair together. Now it is acceptable in the media.
The article I read explained the strictness of laws in my home country. Final commercials were edited in a way to ensure no rules were broken. The woman’s hair had to be separated from her face. In the initial image, the damaged hair appeared, followed by her face in the next image, and her hair afterwards. The shampoo had to be marketed in a way that was both effective and moral.
In my country, it is also common to use female voices. Some companies will use females to call their customers. Women sell products better in general. Their voices can boost sales. Advertising women in this way is legal. While it’s against Islam for women to speak with men, except in the case of family or married couples, it’s acceptable when doing business. These strategies are very effective in Saudi Arabia.
Saudi Arabia’s protocol is strict, but I think it is a good thing. It makes women feel respected. This also ensures that Allah’s will is respected. It is not right to put a woman’s dignity at risk just for money. Media images of perfect women should not make a woman feel unimportant. Beauty is not something that comes out of the outside, but from within. It is well known that you don’t need to have a pretty woman in order to sell something. The product will be purchased by anyone who wants it enough.
The advertising leaves little room to be creative. These strict rules mean that hair commercials must be built in the same way. Companies are then forced to repeat the same advertising tactics, which is repetitive. Clothing, speech and behavior that is creative can be used to promote a product.
The advertising in the United States is much more extreme. Over 100,000 films are made each year, with an average of 300-1,500 per day. In 2012, advertising costs were nearly $140 million. Whatever the product, be it flashlights, beer or cars, Americans have a way to sell them. Most advertisements in the United States include half-naked, unrealistically shaped models. Models are sometimes enhanced to enhance certain parts of their bodies, like breasts or waist lines. It is possible to give the models a perfect but unrealistic female image. These images are not considered offensive in the United States.
Wall Street Journal surveyed Chicago, Illinois. Students were asked about diets and body images. Surprisingly, over half of the girls in this study were on a restricted diet. About three quarters also felt that they were overweight. A girl commented, “We don’t think boys are that handsome.” The girls accept boys as they come. The typical thought of a young girl is “And skinny.”
Positively, this style of advertising generates a significant amount of revenue. A beautiful woman on the top of a car can make men more likely to purchase it. Advertisements show consumers certain characteristics. This is the type of person you are if you drive a car. It works well when you spend billions each year in advertising. Although these methods are lucrative, they can be distasteful and humiliate women.
Advertising techniques can have a number of negative consequences. They make girls feel inferior because they look different. Advertisements like these can damage others’ self-esteem. This alone is a reason to stop these methods. One of the negative aspects is that most women regret their decision to do so. They regret it when they can’t work anymore. Many people believe these people to be happy, but they’re not.
I find that Saudi Arabia’s advertising is much better. We don’t treat our women any less than the Americans, even if we aren’t as wealthy. The happiness of a person and their self-esteem are important to me and shouldn’t be compromised in these circumstances. Advertising strategies that comply with strict laws are used in our marketing strategy. It helps us eliminate those things which are harmful to nature or make our minds wonder. It is a great thing that the United States can be so creative. This can be seen in almost any type of advertisement. When there are few restrictions, ideas can grow. Advertising and marketing are influenced by culture in many ways. What is allowed in one place may not be permitted in another. To fully understand advertising dynamics, it is important to first know what is normal. I believe that each country can use the method it chooses.
