Análisis de estrategias de adaptación cultural en campañas publicitarias internacionales en Dubái

Abstract

In the context of growing global competition and the rapid transformation of the media landscape, this study examines how international brands are culturally adapting their advertising campaigns to the Dubai market. Through a mixed methodology, qualitative techniques such as direct observation of advertising materials in digital media, outdoor and retail outlets were combined with semi-structured interviews with industry players with the quantitative analysis of digital indicators, such as social media engagement and reach rates. Findings reveal that the success of adaptations depends on nuanced use of language (Arabic and English), symbols and visual codes with cultural resonance, and strategic changes in narrative, especially around religious seasonality (Ramadan) and unshared holidays (Christmas). The study also highlights the key role of local influencers (e.g. on Snapchat) and on-site consulting to refine campaign authenticity. From the theories of glocalization and intercultural communication, the article identifies best practices to balance brand coherence with local cultural sensitivity. Ultimately, it offers practical guidance for marketers looking to forge meaningful connections with consumers in dynamic and multicultural environments like the UAE.