Ramadan Advertising in Egypt: A Content Analysis With Elaboration on Select Items

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...

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Bibliographic Details
Published in:Journal of media and religion
Authors: Keenan, Kevin L.; Yeni, Sultana
Format: Electronic Article
Language:English
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Published: Routledge, Taylor and Francis Group [2003]
In:Journal of media and religion
Year: 2003, Volume: 2, Issue: 2, Pages: 109-117
Online Access: Volltext (Resolving-System)
Description
Summary: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.
ISSN:1534-8415
Contains:Enthalten in: Journal of media and religion
Persistent identifiers:DOI: 10.1207/S15328415JMR0202_04