Imane Chiguer

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Graduated with a B.A in linguistics and English language teaching from University Hassan II Aïn Chock.
Currently, I am a Master's student (Moroccan American Studies) at Ben M'sik.

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Exploring the Influence of Moroccan Culture in Advertising Practices: The Impact of Cultural Representation on Consumer Attitudes

This study investigates the impact of Moroccan culture on advertising practices, focusing on the ... more This study investigates the impact of Moroccan culture on advertising practices, focusing on the following key aspects: the role Moroccan traditional values play in creating positive or negative impressions about a brand image, whether it affects their purchase behavior, and if Moroccan people see themselves represented in advertising as contended by advertisers. A mixed-methods approach was employed, combining critical discourse analysis and a quantitative survey. The findings revealed significant cultural disinterest among respondents towards advertising content. Many participants expressed a sense of detachment and lack of resonance with the artistic elements portrayed in commercials. This paper highlights the growing gap between the advertising industry and cultural representation.

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Exploring the Influence of Moroccan Culture in Advertising Practices: The Impact of Cultural Representation on Consumer Attitudes

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Imane Chiguer

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