Affordable Access

Quality in Saudi advertising design

Authors
Publisher
Curtin University, School of Design and Art
Publication Date
Keywords
  • Local And International Advertising Agencies
  • Saudi Arabia
  • Advertising Design
  • Visual Cultural Awareness
Disciplines
  • Design
  • Economics
  • Education

Abstract

The research uses a multi-method approach, using both questionnaires and semi-structured interviews to collect data from 223 professionals working in the field of advertising design in four major cities in Saudi Arabia (Riyadh, Jeddah, Dammam and Khamis Mushait). Participants were selected to provide a balance between local and international advertising agencies. These data confirm that advertisements created by local advertising agencies are commonly considered lower in quality than those of international agencies; it also quantifies participants’ understanding of the reasons for the differences. These reasons, rarely operating alone, include the skill of local staff in using modern computer technology and design software; weaknesses in professional processes and business structures; insufficient design education and training of local designers; limited investment of financial resources in local agencies in terms of technology, management and employment; low investment in novel ideas and concepts; and over-involvement of clients in creative processes.

There are no comments yet on this publication. Be the first to share your thoughts.