Ramadan Advertising in Egypt: A Content Analysis With Elaboration on Select Items
Authors:
- Kevin L. KeenanKKKevin L. Keenan
- Sultana YeniSYSultana Yeni
- 1 May 2003
- journal article
- Published by Taylor & Francis in Journal of Media and Religion
- Vol. 2 (2) , 109-117
Abstract
Factors related to the Islamic holy month of Ramadan are discussed in this article. A content analysis of 508 Egyptian television commercials is described. Comparisons of ads run during Ramadan and those run during a non-Ramadan period are made. Findings show fewer ads during Ramadan, more emphasis on charity messages during Ramadan, and more conservatively dressed characters in ads during Ramadan. Results concerning family orientation are mixed. The content analysis is supplemented with details elaborating on individual advertisements and a call for continued and expanded investigation of the topic.Keywords
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