Advertising literacy of university students in Egypt / Sara Mahmoud Ahmed Elsaid Khater ; Supervised Samy Tayie

Thesis (M.Sc.) - Cairo University - Faculty of Mass Communication - Department of Public Relations and Advertising

This study aims at knowing whether university students in Egypt possess specific advertising literacy skills and to specify some variables (which are gender, university ownership, specialization/ college and socio-economic status) that affect these skills and to know how these variables affect them. This is done through analyzing the content of a small sample of TV and internet advertisements. The ads sample was specified in a pilot study and then it was tested on an available sample of 400 university students in 4 applied and social specializations in different universities; governmental and private. The tools of data collection included a content analysis sheet and a questionnaire. Results of the study show that the majority of the respondents possess the skills of advertising literacy studied in this research except for the ability to identify the slogan of an advertisement. Recommendations for future research include studying a wider range of respondents and investigating more and various skills of advertising literacy and how social media and internet advertising affect them. Keywords: Advertising/ Literacy/ Advertising Literacy/ Media Literacy/ Media Education/ Information Literacy/ Media/ Media History/ Advertising History/ Advertising effects/ Advertising Ethics/ University students/ Specialization/ University Ownership/ Gender/ Socio-economic Status

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