English abstract
This study aims to identifying the general characteristics of advertisements in the Omani Arabic daily newspapers represented by Al-Watan & Oman Newspapers; through highlighting the size of advertisements compared with the editorial forms, in addition to identifying ads types, functions, geographical distribution, language, actors, appeals, and other variables. This study is a descriptive one, in which researcher used content analysis to describe and analyze the content of the advertisements in Al-Watan and Oman Newspapers, using one week random sample started 07/04/2012 until 13/04/2012. The study results demonstrated that Al-Watan Newspaper obtained more ads in terms of size than Oman. Regarding ads types, the results show that service ads were dominant in both newspapers over products and social ads. The study indicated that the field of "labor" attracted more ads than other fields during the study period and local advertisements ranked first in both newspapers. In addition, private sector ads occupied more space than the public sector ads, and Al Watan gained more designed ads than Oman. The results also revealed that the majority of published ads do not contain appeals. The informative function was first in both newspapers, and the majority of advertisements were introduced in Arabic. Tuesday was the ads prime day for Oman Newspaper while Wednesday was the ads prime day for Al-Watan.
