Dreams and Taboos: Home Loan Advertising in the United States and Saudi Arabia

Home ownership is important, complex, and influenced by culture. In the United States, home ownership is the American Dream, supported by an elaborate mortgage lending system. Home ownership is less common in Saudi Arabia because Islamic law prohibits both paying and charging interest-thus, mortgage loans have traditionally been considered taboo. Given these differing cultural values and orientations, an important research question becomes how do marketing communications differ when offering financial opportunities for dreams or taboos? A qualitative analysis of advertising messages reveals several themes. The "dream of home ownership" and "relationship" themes are common to both cultures. However, the manners in which these messages are articulated differ and appear derived from cultural values and communication styles. Further, in the United States the emphasis is on affordability of interest charges while religious validity is emphasized in Saudi ads. Implications for marketers are discussed.