This field study examines attitudes and perceptions of Saudi women regarding television commercials and correlates findings with the values and norms of Saudi society. A questionnaire was administered to members of several women's clubs--177 Saudi women from 24 to 82 years in age, with a mean age of 32 years--during 1993 in the city of Jeddah. The study's importance derives from the relative newness of television advertising in Saudi Arabia and a subsequent need to understand the attitudes and perceptions of Saudi women toward television commercials--perceived by many as serious threatening the cultural identity of developing countries. / Nine hypotheses test Saudi women's attitudes and perceptions regarding television advertising. The first hypothesis--that women with higher incomes and higher education are less likely to find television advertising entertaining produced significant results. Hypothesis two examines the time spent watching television advertisements and attitudes toward advertisements and was found to be supported. Hypothesis three resulted in no significant relationship between the number of children in the household and women's attitudes toward advertisements. Hypothesis is supported by a positive relationship between education and women perceiving advertising as being essential to the society, although no relationship was found between income and perceptions of advertising as essential to the society. Hypothesis five resulted in a significant finding, a positive relationship between those who perceive advertising as essential and their attitudes toward advertisements. Hypothesis six resulted in a significant finding between those who believe that advertisements are in conflict with religion and the appearance of women in ads. / The last three hypotheses are based on the Fishbein model, and motivation to comply. Hypothesis seven resulted in a statistically significant relationship between beliefs/evaluation and attitudes toward advertising. Hypothesis eight was statistically significant in support of the proposition that there is a positive relationship between beliefs/evaluation of advertisements and their perceptions of advertisements as entertainment. Hypothesis nine, which predicts the relationships between attitudes toward advertising and women's motivation to comply with husband's, children's, and friends' expectations, was found to be significant. / Source: Dissertation Abstracts International, Volume: 55-11, Section: A, page: 3340. / Major Professor: C. Edward Wotring. / Thesis (Ph.D.)--The Florida State University, 1994.
| Identifer | oai:union.ndltd.org:fsu.edu/oai:fsu.digital.flvc.org:fsu_77290 |
| Contributors | Al-Yusuf, Ahmed Abdullah., Florida State University |
| Source Sets | Florida State University |
| Language | English |
| Detected Language | English |
| Type | Text |
| Format | 171 p. |
| Rights | On campus use only. |
| Relation | Dissertation Abstracts International |
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