The Role of Television Advertising in Supporting Local Products Following the Gaza War Events of October 2023 (An Analytical Study)

Hesham Elsayed Ghoneim, Dina

doi:10.21608/jkom.2025.435473

The Role of Television Advertising in Supporting Local Products Following the Gaza War Events of October 2023 (An Analytical Study)

Author

Dina Hesham Elsayed Ghoneim

Department of Sociology, Communication, and Media – The High Institute of Arts Studies, King Marriott

10.21608/jkom.2025.435473

Abstract

This study investigates the role of television advertisements in promoting and supporting local Egyptian products following the Gaza War events of October 2023. It analyzes the key themes used in these advertisements and their impact on consumer behavior toward Egyptian goods, applying standard scientific research methods. The study also evaluates the promotional strategies and elements within these ads, including the use of emotional appeal and celebrity endorsements.
A content analysis was conducted on a sample of 47 promotional TV advertisements aired on Egypt’s Channel One and DMC from October 2023 to 2025. The analysis aimed to assess how these advertisements presented Egyptian products and whether they influenced consumers' attitudes and purchasing decisions.
Findings show that families were the main target audience. Most advertisements relied on emotional storytelling to promote new Egyptian products, which gained more visibility than existing ones. However, the advertisements did not highlight the existence of local alternatives to Western brands supporting the Zionist entity, nor did they emphasize economic support for Egypt or solidarity with Gaza.

Keywords

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