Lesson 13 World Ad Cafe

The World Cup will be held in Qatar in 2022. There is already a great deal of concern in the country about the clash of cultures that many see as inevitable when (sometimes rowdy) fans from around the world descend on the country for the games. So the government is backing a leaflet and social media campaign called “Reflect Your Respect,” asking foreigners to comply with the country’s dress codes and social norms when they visit the country. The campaign has received very different reviews from inside and outside the Islamic world. For information about the campaign, read these articles.


Legginsg are Not Pants – http://www.dailymail.co.uk/news/article-2641453/Qatars-clothing-modesty-campaign-clarifies-stance-leggings-new-advertising-campaign.html

Qatar Dress Code Campaign – https://www.huffpost.com/entry/qatar-dress-code-campaign_n_5399177

Qatar Urgers Visitors to Dress Modestly – https://web.archive.org/web/20140726123552/http://islamstory.com/en/Qatar-Urges-Visitors-Dress-Modestly


(Links to an external site.)

Be sure to look at the comments beneath the articles to gauge some of the public opinion surrounding the issue.

Then, consider and answer these questions.

Have the Qatari’s taken the correct approach, considering the cultural differences between them and the fans whose minds they are hoping to change.
What kind of an appeal might be better than the one they are currently using?
What executional styles might work for British and American audiences?

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