Ad Hoc Arabism is a revealing look at advertising and consumer culture in Saudi Arabia. Through
careful study of the marketing strategies and hidden meanings behind the advertisements
featured in a leading Saudi women's magazine Roni Zirinski examines the process whereby
international advertisers strip products of any cultural overlay and then reattach them to
local historical symbols. Each chapter is devoted to a specific family of products such as
watches cars food items cosmetics and electronics. This book provides an invaluable
exploration of the inner workings of global advertising through a deep understanding of the
cultural economics of the Middle East.
