Advertising and Ramadan

This week in a class I am teaching on Judaism, Islam and the Media we did a case study on advertising images during Ramadan. We discussed Armburst's article “The Riddle of Ramadan: Media, Consumer Culture and the ‘Christmasization’ of a Muslim Holiday" and I also brought in reflection froman interesting article from JMR called Ramadan Advertising in Egypt: A Content Analysis With Elaboration on Select Items. We also discussed some images we found at AdBlogArabia. It is interesting to see how some ad agencies and companies are using similar strategies that companies use in the USA during Christmas to re-frame this religious holiday in terms of consumption (or in the case of Ramadan highlighting the lack or control of consumption). This obviously has raised some concern within the Arab world about de-sacralizing of the holiday by possibly trivializing religious ritual practice. Anyways, it sparked some great conversation in class.