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dc.contributor.advisor Naila, Hamdy Rady, Mona 2017-01-17T10:09:45Z 2017-01-17T22:00:11Z Fall 2016 en_US 2017-01-17
dc.description.abstract The Elaboration Likelihood Model posits that there are two routes to persuasion central (logical) and peripheral (emotional). This study employs the ELM to analyze persuasive appeals in ads viewed by Egyptian children between 7-12 years old. First of all, a survey was conducted to uncover food and beverage ads viewed by children on a spontaneous level followed by aided recall of ads. The survey was administered online to 304 children who filled the survey after their parent’s consent and assistance. After removing repeated ads, a total sample of 100 ads were reported and further analyzed. Findings proposed that peripheral cues are highly employed in both healthy and unhealthy ads. Yet, central cues are skewed towards healthy food and beverage ads which were more grounded in reality rather than fantasy. The number of unhealthy ads outnumbered healthy ads (74% unhealthy versus 26% healthy ad). Unhealthy ads; promoted overeating coupled with sedentary behavior, a lot of screen time over physical activity. Children were exploited into some ‘sexual appeal’ scenes. According to media literacy and marketing professionals in the food and beverage industry in Egypt; global brands have strict guidelines in communicating to children but local brands depend on ‘commonsense or common code of conduct’, possibly a pitfall. Egypt needs regulations to control child advertising content, add taxes on unhealthy food, brands should act more responsibly, advertising during child prime-time should be minimal and monitored, parents and school and TV should enforce advertising literacy to empower our children and counter the effect of unhealthy and manipulative food messages. en_US
dc.description.sponsorship none en_US
dc.format.extent 191 p. en_US
dc.format.medium bibliographies en_US
dc.format.medium interviews en_US
dc.format.medium surveys (documents) en_US
dc.format.medium theses en_US
dc.language.iso en en_US
dc.language.iso ar en_US
dc.rights Author retains all rights with regard to copyright. en
dc.subject Elaboration Likelihood Model en_US
dc.subject Advertising viewed by Egyptian Children en_US
dc.subject Content Analysis en_US
dc.subject Advertising content en_US
dc.subject Adverts en_US
dc.subject Central and Peripheral persuasion cues en_US
dc.subject.lcsh Thesis (M.A.)--American University in Cairo en_US
dc.title Food & beverages advertising viewed by Egyptian children: A content analysis en_US
dc.type Dataset en_US
dc.subject.discipline Journalism and Mass Communication en_US
dc.rights.access This item is available en_US
dc.contributor.department American University in Cairo. Dept. of Journalism and Mass Communication en_US
dc.description.irb American University in Cairo Institutional Review Board approval has been obtained for this item. en_US
dc.contributor.committeeMember Dwoud, Aliaa
dc.contributor.committeeMember Allam, Rasha

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  • Theses and Dissertations [1866]
    This collection includes theses and dissertations authored by American University in Cairo graduate students.

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