1. Hofstede's Cultural
Dimensions
Azim Amin
Fahad Mughal
Hisham Bin Sefrah

2. What makes Geert
Hofstede’s Cultural
Dimensionsuseful for global
marketing and advertising in
the UAE?

3. Hofstede’s cultural dimensions are very essential and
useful for global marketing and advertising in the
UAE. The Activities, Interests, Opinions of the
target audience help to create and accurately deliver
the message.

4. If the advertisers understand the target market’s
culture clearly, they are proven to be more effective
in communicating the message. The concept of “think
globally, act locally” helps us to understand and relate
to other concepts like glocalization.

5. It also boosts the credibility by keeping intact the
respect to the culture of the target audience. UAE’s
culture is high on power distance and inequality among
classes is regular. It is a collectivist society and
places great emphasis on family value and collectivism.

6. UAE is a masculine society. Males are more dominant
in the society. They are the breadwinner of the
family. UAE’s culture is high on uncertainty. They are
extremely committed to their norms and traditions as
well.

8. DU telecommunication AD
Hofstede's Dimensions Covered in the AD:
Masculinity (MAS)
Individualism (IDV)
Lifestyle