Advertising is a worldwide phenomenon. The goal of advertising is to sell products or services to the consumer (MacRury, 2009). How to reach the consumer in a way that the consumer will change his or her attitude towards the product or service being advertised, differs per culture. So advertisements should be specifically adjusted to a culture. But how do advertisers adjust their advertisements to a specific culture? An interesting matter to analyse will be how advertisers adjust their advertisements aiming women to a specific culture. To research this matter, two women magazines that are similar of content, one from the Netherlands and one from the United Arab Emirates (UAE) are analysed. There was looked at how the women in the adverts aiming women are presented. 
        The magazine from the UAE that is analysed is Ahlan! Magazine. The Dutch magazine that is analysed is Grazia magazine. The magazines have next to the similar content, also a lot of similarities how the women are presented in the advertisements aiming women. There are a few little differences found. In the UAE magazine it seemed that women wear more make-up and have a softer look in their eyes. In the Dutch magazine women seemed more natural, but with a fiercer look in their eyes than the UAE magazine. So there is a little difference how women are presented in the advertisements between the Dutch and the UAE magazine. The women in the UAE magazine are presented more feminine by wearing more makeup and with a soft look in their eyes. The women in the Dutch magazine are presented also feminine, but with less makeup and a fiercer look in their eyes. So clearly the advertisers adjust their advertisements in de UAE to be more feminine than the ones in the Netherlands. 


Literature
MacRury, I. 2009. Advertising.  London - New York: Routledge
Magazine 1: Ahlan! March 10- 16, 2011. Volume 9, issue 410
Magazine 2: Grazia. August 22 - 34, 2012.