Welcome to my blog everyone ! My name is Intissar , you can find here a selection of PR campaigns and commercials for and from the Arab world , and the perspective of a 22 years old PR student on them!! I have been inspired to write about this topic after the reading of Kandari and Gaither's paper "Arabs, the West and PR". Feel free to comment and share your views! I hope you will enjoy the journey !

Friday, 2 November 2012

Mc Donald's

Mc Donald's is the world most famous fast food chain in the world and  they serve around 68 million customers everyday in  over 119 different countries. Being one of the biggest American symbol , everyone around the world associate the fast food chain with the United states and the value they advocate such as Fun,democracy, human rights, freedom of speech etc..

That being said let's have a look at Kandari and Gaithers' paper and their statements :

-"Arabs who have favorable attitudes to Western lifestyles might to be stigmatized as betrayers of their social standards."
-"While American popular culture is associated with futuristic fictional characters, traditional and historical symbols might resonate more with Arabs."
- "Many Arabs and Muslims strongly believe that democracy and human rights notions are pure Western inventions that instruct against the teachings of Islam."

So let's see how the American Giant approach their Egyptian audience in this 2007 commercial: 


So? ... Just by looking at the commercial we can see that once again religion is not mentionned  at any time and there is no "Arabic" way of targeting the audience, the commercial portrays a young couple fighting over a meal and they could be from any country in the world.
And it didn't stop Mc Donald's from having an amazing sucess in Egypt with around 40 000 customers everyday ( that I am sure are not considered as "betrayers of their social standards")  in over 59 restaurants around the country. ( Mc Donalds Egypt)
The commercial is funny and everyone can relate to it because let's be honest..who never fought for their fries ?
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2 comments:

  1. Lais Goncalves3 November 2012 at 14:19

    When I went to Egypt I could realize how the religion in particular is "overpracticed" in the country.
    I felt the religion everywhere, mosquees in every corner people praying in the middle of the streets and I would listen a song worshiping Alah all day long. I would imagine that any kind of advertisment ought to be very "muslim-oriented". But, as Intissar has proved, this ad could be from any couple in any country.
    We should shift our paradigms.

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  2. Anonymous8 November 2012 at 15:01

    Totally agree with you Lais and Intissar.. This ad could be from all over the world..

    Thank to your articles Intissar, you allow people to have an other point of view of the Arab world! Thank you!


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