APTITUDES TOWARD ADVERTISING IN ISLAM

This study uses Q-Methodology to learn about the perceptions of advert ising seen on the two national television channels in Saudi Arabia, Do ne in the kingdom during June 1992, the study asked male respondents t o sort 52 items, most of which dealt with television advertising. Our analysis resulted in three distinct types of respondents, Type 1 Saudi s believe television advertising represents a serious cultural threat and has adverse implications for Saudi economic development. Type 2 Sa udis believe television advertising may threaten certain cultural beli efs but can also be a positive economic force. Type 3 Saudis see no se rious cultural threat from television advertising and, in fact, may se e it as helping cultural modernization and economic development.