It should not come as a surprise that an expat-driven advertising industry, sitting in a global location such as Dubai, feels uncertain about the idea of Saudi women’s independence and creates work that only reflects this lack of knowledge.
The advertising communications aimed at Saudi women seem to sit on a pendulum.
On the one end sits campaigns filled with liberalism, western clothing and open conversations while, on the other, women are either not addressed directly, absent, or in completely traditional clothing.
In reality, however, most Saudi women today are likely to sit somewhere in the middle of liberalism and traditionalism.
With the abolishment of the guardianship laws c
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