The Dynamics of Advertising in MENA: An Empirical Model

Ilhem Allagui*

*Corresponding author for this work

Research output: Chapter in Book/Report/Conference proceedingChapter

1 Scopus citations


This chapter discusses the development of the advertising industry in the MENA region, examining contemporary advertising practices affected by media tensions and the local-global dichotomy, industry changes driven by digital and social media, and sociopolitical crises within the various countries in the region. The chapter introduces a three-component model: (1) advertising in the MENA region is multifaceted; (2) it is based on global-local consumer culture; and (3) it moves in sync with the political economies of media in the region. The chapter uses data collected through interviews and document analysis. Supported by examples and case studies, it points to the shifts in an evolving industry under complex sociopolitical and economic environments.

Original languageEnglish (US)
Title of host publicationThe Handbook of Media and Culture in the Middle East
Number of pages16
ISBN (Electronic)9781119637134
ISBN (Print)9781119637066
StatePublished - Jan 1 2023


  • Arab advertising model
  • Arab advertising practices
  • Arab countries
  • advertising and Arab culture
  • advertising in MENA
  • advertising industry
  • contemporary advertising

ASJC Scopus subject areas

  • General Social Sciences


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