| Abstract: | The possibility of Egyptian attitudes towards advertising being affected by exposure to media portrayals of advertising is discussed in the context of cultivation effects. A census of all content related to advertising in Al-Ahram from 1978 through 1997 is conducted. Findings show that most columns, letters to the editor and editorials are negative in tone, and most news stories dealing with advertising are neutral. Domestic and international industry practices and social aspects of advertising are commonly covered. Outdoor and television advertising are most often criticised. The concerns expressed typically involve morality, culture and deception. Calls for increased government regulation and censorship of advertising are common. It appears that the coverage of advertising in Egypt is more negative than in the US. Future research examining links between media content and public attitudes towards advertising is suggested. |
