Winning over Muslims by TV ads may work after all
U.S. program was written off, but study shows it had an impact
05:20 PM EST on Thursday, November 16, 2006
By Carl P. Leubsdorf / The Dallas Morning News
When historians assess the Bush administration's efforts to win friends and influence in the Islamic world, the State Department decision to woo Muslims with television ads may well become a forgotten footnote.
The campaign, featuring TV spots in which Muslim Americans talked positively of life in the United States, aired only in a few countries and lasted but a few weeks. It was widely panned, and its developer, Texas-born advertising executive Charlotte Beers, soon left her post. Future efforts went in a different direction.
But a new study by professors from Southern Methodist University and Oklahoma State concludes that the program, officially called the Shared Values Initiative, "may have worked" and that, at the least, the ads "were capable of improving attitudes toward America" among youths abroad.
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Thursday, November 16, 2006
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