View of part of the Fujairah Corniche and the Hajar Mountains in the Background

Saturday, April 28, 2007

Rewriting Ads for Muslims in America

Especially since 9/11, American advertisers have been nervous about specifically referring to Muslims in their sale’s pitches. Either they have not seen much of a potential in specifically targeted advertising or they have been fearful about a backlash if they do something that is culturally and religiously out of order.

Things are changing, however, with more and more products being produced and packaged to comply with Muslim halal regulations and advertising in newspapers and catalogs that recognize the approach of Ramadan or another Muslim festival.

American Muslims are grateful that they are increasingly being portrayed in a positive light and as people other than terrorists and killers. This recognition is helping them to feel they are being validated and are a valued part of American society.

This interesting article by Louise Story can be found at ‘Rewriting the Rules for Muslim Americans’, New York Times, 28 April 2007.

Geoff Pound

Image: Shoppers in the supermarket aisle.