How Advertising is Covered in the Egyptian Press: A Longitudinal Examination of Content

B Shoreh, K L Keenan

The possibility of Egyptian attitudes towards advertising being affected by exposure to media portrayals of advertising is discussed in the context of cultivation effects.

How Advertising is Covered in the Egyptian Press: a Longitudinal Examination of Content

Kevin L. KeenanandBerween Shoreh

In a global survey of attitudes towards advertising in 22 countries, conducted by the International Advertising Association in 1993, results indicated that: 'Egypt was the only market where respondents were consistently anti-advertising' (Wentz, 1993, p 1). Post hoc explanations of this finding suggested by the study's sponsors include increases in religious fundamentalism in Egypt and limited familiarity with advertising among Egyptians.

Religion and lack of familiarity may both be valid reasons for negative attitudes about advertising. Research in Saudi...

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