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*** Bebsi! The first thing that hit us as we exited the plane was the oppressive, heavy heat —over 56°C. The considerable heat jumped down on our shoulders and slowed our pace, and we knew we weren’t in Turkey anymore. A few months ago, I traveled to Saudi Arabia with my cousin Tugba. It was like stepping into a different world. Saudi Arabia is a country with a different language, a very different culture, foods, and, of course, a very different climate. We don’t know Arabic. Before we went to Saudi Arabia, ( We learned how to say "hello" and “thank you”) we hoped that we will communicate in English with Arab people. However, from the first moments in the Jeddah Airport, we knew we had been wrong. We lost our luggage, and couldn’t find any English-speaking personnel. Needless to say, this was a huge disappointment for both Tugba and me. Fortunately, by using sign language and huge smiles, we were able to communicate. People were genuinely friendly, helpful, and also curious to talk to strangers (with visual language.) In spare times, it was a never-failing source of joy to us to watch the TV ads in our small hotel room. We don’t think we should be deterred from watching TV programs just because they happen to be in a different language. We tried to understand the culture and learn a little Arabic. The advertising industry in Saudi Arabia is said to be facing a crunch time. Advertisements are very different and ridiculous, if we compare them with the ads in Turkey. We were so dumbfounded when we just watched a Pepsi Ad with our mouths open. With his traditional white dress and keffiyah, the traditional Arab red and white or black and white chequered headscarf, an Arab man drinks Pepsi, and then belches loudly. The only thing he says is “Bebsi!” (Arabic doesn't have any "P" sound.) And that’s all! We began to comment on this ad. Tugba said, “Maybe the Arab man is a famous person.” We were trying to make positive comments because Pepsi is a very prestigious company in Turkey and it was very hard to imagine Pepsi makes poor-quality ads like this. I said, “Maybe belching is not a rudeness in Arab culture.” (We dogged this issue, and learned that in Arab countries, it is polite to burp loudly after a meal. But the Arab man isn’t a famous star in the country.) With a population of 25 million, the average age of which is 18, the biggest spender, Saudi Arabia, is now clearly a highly attractive market for the beverage companies including Pepsi. People should drink lots of fluids for preventing dehydration. However, Pepsi didn’t use any appeals for to entice thirsty consumers. Do you believe this—just a burp! When we were walking on the street on one of the last days of our trip, we saw a deeply impressive scene in front of a Pepsi vending machine. Pepsi was trickling out of a leaky butt, and a most wretched cat was lapping up the drops with the sickly eagerness of starvation. We thought that this scene could be a more effective way of advertising Pepsi. I attempted to take a photo of this scene for sending it to Pepsi. (Maybe the cat inspires to Pepsi Co. for creating more effective ads.) Unluckily, my camera’s batteries depleted and I couldn’t take any photo. Sorry-- Pepsi must find more clever and creative ideas themselves!
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