One aspect that was interesting to explore was the commercials in Dubai versus the commercials in the United States. While,
watching commercials of the different products in Dubai, one thing I noticed was that
each commercial either had a plane in it or some form of a tourist attraction that had to be displayed. It was only noticeable because tourism is one of the
biggest sources of income for the state.
 |
| (The Dubai Mall!) |
I also wanted to get a feel of the daily consumer which is one of the reasons for this market audit. Surprisingly on average, 47% of consumers spend up
to 30% of their monthly income just on shopping. The most popular spots for 84%
of consumers is hypermarkets ( department stores) and the other most popular
destination spot for 65% of consumers are the supermarkets. So, one thing to
remember is that if you enjoy shopping, then you as a consumer are better off with a
credit card because 51% of consumers use
credit cards while only 31% use cash. Save yourself the hassle and stick to
your VISA, Mastercard, AMEX, or etc.
(Dubai hosts a shopping festival each year!)
Also, one of components of this project is
to compare commercials between two nations. In this case, I wanted to compare
McDonalds commercials because McDonalds is one such corporation that can be easily
found in any country. The first commercial is from McDonaldsArabia and it is
called Family Time Forever. The commercial does not say it is based in Dubai; however, its does show the general
essence of the Arab world. The commercial emphasizes the modern structure
with the building the commercial is based in. The main message is that although business is
important family is more important and McDonalds is apart of that family. The second video on the other hand, the
American McDonald, emphasizes that McDonalds is a part of the family, it is also
a part of the family business. The American commercial emphasizes more on the healthy aspect of American society since obesity is currently one of the leading health problems.
The similarities between the commercials is that there is
an American touch to the commercials with the way it is directed and the end of
the commercial with the McDonalds tune. I would also say that the McDonalds commercial has also Americanized the way families in the Arab world interact
with each other. Of course, no kid in any country would walk into their parents
job and pull them away to go to McDonalds. The American commercial is more realistic while the Arab commercial is highly commercialized I would highly
recommend visiting both Youtube channels
to really notice the difference because you might actually not see much in my
opinion.
