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Running head: ADVERTISING IN THE UAE 1

Advertising in the UAE

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ADVERTISING IN THE UAE 2

Table of Contents

Abstract ...................................................................................................................................... 3

Introduction ................................................................................................................................ 3

Methodology .............................................................................................................................. 3

Findings...................................................................................................................................... 4

Recommendations ...................................................................................................................... 4

Conclusion ................................................................................................................................. 5

Appendix .................................................................................................................................... 7

ADVERTISING IN THE UAE

Abstract

United Arab Emirates definition is a dynamic and modern country that is characterised

by ultramodern malls that are stocked with virtually all products that would interest people

from all over the world. For this reason it has become an international business hub. Many

international companies and businesses therefore choose to pin their advertisements in UAE in

an endeavour to attract potential buyers (Nickerson & Camiciottoli, 2013). However the

question of which language to use in the advertisement has always arisen. This report seek to

explore the most appealing language that would rhyme well with a large proportion of the

population.

Introduction

Arabic is the native language spoken in the United Arabs Emirates. Surprisingly amid

the overwhelming engulfment of the country by people from all walks of life, Arabic is still

prevalent. However for smooth flow of day to day operations, English being a more universal

language has been adopted as a lingua franca. More than two billion people are known to have

English working knowledge. It is become the most common language in both developing and

developed countries. The UAE hasn’t been left behind. Children in both public and private

schools are being equipped with it. Business interaction require that the transacting parties be

able to communicate and understand each other effectively (Nickerson & Camiciottoli, 2013).

As enterprising as the Emiratis are, they have fully acknowledged that English is fundamental

and have learnt it. This report seek to explore the most appealing language that would rhyme

well with a large proportion of the Emiratis.

Methodology

An online survey was conducted with an aim of establishing whether Emiratis prefer

Arabic or English commercials. 84 people ranging from employees, unemployed and students

were interviewed in total. The interview was conducted across the genders of age ranging

ADVERTISING IN THE UAE

between 18 years and 54 years. However no one between the age of 35 and 44 years was

interviewed (Nickerson & Camiciottoli, 2013). Those interviewed were graduates,

undergraduates and high schoolers from both public and private schools.

Findings

From the survey it was found out that 61% of the people interviewed prefer

advertisement done in both Arabic and English. 25% prefer English while 14% prefer Arabic

commercials. 17% of those interviewed had basic knowledge of English while 44% and 40%

had intermediate and advanced knowledge of English respectively. When asked whether the

advertisement language affected their intentions to buy products, 27% responded in the

affirmative while 25% said no. 48% however agreed that sometimes the language affect their

intention to buy. 44% of the people interviewed had no difficulty with commercials done in

both languages while 35% and 21% had difficulties with commercials done in English and

Arabic respectively. 44% of the people interviewed had no difficulty with commercials done

in both languages while 35% and 21% had difficulties with commercials done in English and

Arabic respectively (Mahboob & Elyas, 2014).

Recommendations

From the above discussion it is evident that a great proportion of the Emirati community

is comfortable with both English and Arabic languages. As such it is in order to use both

English and Arabic in the new advertising campaigns that are targeted at the Emiratis. Better

still the similar advertisements should alternate between English and Arabic instead of having

the two languages on a single advertisement board (Nickerson & Camiciottoli, 2013). This is

because the advertisement will be appealing to more than 90% of the Emiratis as those who

have difficulty with English will get the message in Arabic and vice-versa. Also having the

advertisements in Arabic will easily click with the Emiratis as they will feel special and

recognised.

ADVERTISING IN THE UAE

Conclusion

The choice of which language to adopt when putting up an advertisement in the UAE

is critical and as evidence will have a great impact on the overall impact of the advertisement.

It is therefore important that any company wishing to put up an advertisement in the UAE be

conscious of its target audience and choose the most appropriate language(s).

ADVERTISING IN THE UAE

References

Mahboob, A., & Elyas, T. (2014). English in the kingdom of Saudi Arabia. World Englishes,

33(1), 128-142.

Nickerson, C., & Camiciottoli, B. C. (2013). Business English as a lingua franca in

advertising texts in the Arabian Gulf: Analyzing the attitudes of the Emirati

Community. Journal of Business and Technical Communication, 27(3), 329-352.

ADVERTISING IN THE UAE

Appendix

Exhibit 1:

Exhibit 2:

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ADVERTISING IN THE UAE

Exhibit 4:

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