In the beginning there were billboards.
Hoardings and signage began to spring up in earnest along roadsides and on the walls of the West Bank and Gaza in the 1990s. The messaging on them is feature-led, crowded and typical of a unique media market.
Currently there is one stand-out billboard in the West Bank, for Mentos mints. It has the global, succinct tag line, “Who says no to Mentos?” on it, and locals maintain it is the only billboard in Palestine that bears only one sentence.
Signage in Palestine is traditionally as crowded as the Occupied Territories themselves, and Zeina Abu Hamdan, marcom manager at Publicis Zoom in Ramallah, says this reflects the business culture of the coun
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