Cultural language and commercials: Cross-cultural content analysis of commercials between almarai` and real california cheese

Abstract

Advertisements direct the consumers to focus on the products; it changes their mind and persuades them to buy the products which can be done by using certain lexical choices or gestures. Therefore, the researchers will compare two cultures; the Arabs culture especially the Gulf area and the Western culture especially the American culture by using five commercials of Almarai`s company that represents the Arab part with another five American commercials from Real California Cheese company “The Happy cow from California” that represents the American culture. In addition, the researchers will look at commercials which exist in the two parts of the world as “Snickers” and "Philadelphia cheese" where the reader can notice some similarities and differences between the American culture and the Arab culture. The commercials in this paper are specified in food commercials. Finally, the researchers will focus on how the language is used in the commercials and how some of the standard of textuality such as cohesion, coherent and informativity are used.