Homogeneity in Advertising
Not to be outdone by "Have it your way" and "I'm lovin' it", the marketing agencies in Dubai dreamed up "Celebrate you!" as the next slogan offered to cheering masses with open wallets.
The target audience for this ad, plastered all over the Dubai airport, may be the local Emiratis or the waves of foreigners living in and visiting Dubai (or both), but the message is disturbingly consistent with messages sold to billions and billions around the world. It's all about You!
Forget your culture. Ignore your history. The only thing that matters is You!
Conspicuous consumption, undoubtedly, will be the means by which these modern and ambitious young professionals celebrate themselves into cultural and spiritual bankruptcy.