Advertising In Lebanon

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Advertising in Lebanon The Transitional Stage By Jihad Jneid English 105 Dr.Zeina Chahal January 10th 2011 Advertising in Lebanon Long ago business was only based on buying and selling, but among years many changes occurred. Life became more complicated, where many new majors have penetrated into the market and became a very important part of it. Advertising is one of these new majors, which made a revolution in business today. So what is advertising, what changes did it make and what impact did it have on the Lebanese market? According to internet, advertising is a form of communication intended to persuade an audience to purchase or take action upon a certain product, ideas, or services. It includes the name of a product or a service and how that product or service could benefit the consumer, to persuade a target market, to purchase or to consume that particular brand. These messages are usually paid for by sponsors and viewed via various media. Advertising can also serve to communicate an idea to a large number of people in attempt to convince them to take a certain action. There are several types of advertising such as paintings, billboards, street furniture components, printed flyers, radio, cinema, television, advertisements … etc. In his book, Advertising and Marketing Communication in the Middle East, Kamal G. Darouni (1995) describes the evolution of advertising in Lebanon. Starting with the growth stage, due to the big importance of the Lebanese educational role and the consideration of Lebanon as Switzerland of the Middle East, the ethnic diversity of Lebanese turned Lebanon into the test market of the Middle east giving the advertising agencies the chance to develop and expand in order to cover the services needed (p.47). During the Lebanese civil war the raise started moving down,

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