An Empirical study of Banned Advertising in Egypt and Violated Morals | ||||
| International Design Journal | ||||
| Article 2, Volume 8, Issue 2 - Serial Number 26, April 2018, Page 27-37 PDF (825.15 K) | ||||
| Document Type: Original Article | ||||
| DOI: 10.21608/idj.2018.85865 | ||||
 View on SCiNiTO | ||||
| Author | ||||
| Bassant Eyada | ||||
| Associate Professor, American University in the Emirates, UAE. | ||||
| Abstract | ||||
| With the expansion of developing markets and advertising trends, products tend to search for the most creative ideas to achieve and maintain brand identity. In order to stand out among the advertising clutter, some ads push the boundaries of what may be socially and morally acceptable or unacceptable, while most advertisers rely on the “shock value” to achieve the desired output, it mainly leads to the creation of what is known as “offensive advertising”. This research aims to discuss the theoretical framework and regulations for advertising in Egypt, with an analysis of the banned advertising in 2016 and 2017, and setting a framework based on the Moral Foundations Theory to be used as a guideline for advertising ethics. The research uses the qualitative and quantitative methodology, through the analysis of the banned advertising campaigns in relation to the Egyptian Standard Specifications of Advertising Requirements and through interviews conducted with focus groups among the Egyptian Society discussing moral standards of what is accepted or rejected within the banned advertising. | ||||
| Keywords | ||||
| Banned Advertising; Violated Morals; Ad Campaign | ||||
| References | ||||
|
1. Amin, Hussein Freedom as a Value in Arab Media: Perceptions and Attitudes Among Journalists Journal Political Communication (2002). Routledge, part of the Taylor & Francis Group, Volume 19, Number 2 / April 01. pp 125 – 135. 2. Egyptian Radio and Television Union (ERTU): The General Communication Plan 1989-1990, pp. 12-13 Cairo, Egypt 1989 3. The Egyptian Organization for Standardization and Quality: ES 4841 (2005) (Arabic): Advertising requirements of (products and services) 4. Daily News Egypt (2017) Provided by SyndiGate Media Inc. (Syndigate.info). Middle East & North African Newspapers 5. Zenithmedia.se (2016) Advertising-Expenditure-Forecasts. Available at http://zenithmedia.se/wp-content/uploads/2016/10/Advertising-Expenditure-Forecasts-September-2016.pdf. Retrieved on January 2018 6. Madamasr.com (2017) Government-agency-suspends-ad-campaign-deemed-offensive-to-women. Available at https://www.madamasr.com/en/2017/03/05/news/u/government-agency-suspends-ad-campaign-deemed-offensive-to-women. Retrieved on January 2018 7. Washingtonpost.com (2016) Egypt-bans-milk-commercial-that-had-babies-making-suggestive-comments. Available at https://www.washingtonpost.com/news/worldviews/wp/2016/06/14/egypt-bans-milk-commercial-that-had-babies-making-suggestive-comments/?utm_term=.b96d1dff396b. Retrieved on January 2018 8. Al-monitor.com (2016) Egypt-ban-questionable-ads-tv-ramadan. Available at https://www.al-monitor.com/pulse/originals/2016/06/egypt-ban-questionable-ads-tv-ramadan.html. Retrieved on January 2018 9. Egyptindependent.com (2017) Consumer-protection-agency-bans-uber-advertising-campaign-egypt. Available at http://www.egyptindependent.com/consumer-protection-agency-bans-uber-advertising-campaign-egypt. Retrieved on January 2018 10. Orange.eg (2017) Orange-egypt-campaign-to-support-world-cup-qualifiers-624-event. Available at https://www.orange.eg/en/about/media-center/press-kit/orange-egypt-campaign-to-support-world-cup-qualifiers-624-event. Retrieved on December 2017 11. Bbc.com (2016) Blogs-news-from-elsewhere. Available at http://www.bbc.com/news/blogs-news-from-elsewhere-36516909. Retrieved on January 2018 12. Amin, H. (2012) Strengthening the Rule of Law and 13. Integrity in the Arab World. The Arab Center for the Development of the Rule of Law and Integrity. Available at http://www.arabruleoflaw.org/Files/PDF/Media/English/P2/Egypt_MediaReportP2_En.pdf. Retrieved on January 2018 | ||||
|
Statistics Article View: 530 PDF Download: 1,577 |
||||
