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Recent Submissions
Cutting efficiency and surface topographic changes of contemporary nickel titanium file under two torque settings : (in vitro study) /
Hussein, Aya Ashraf Mahmoud,; Supervisor : Nihal Ezzat Sabet, Dr. Manar Mohamed Galal. Includes Arabic Summary.
Effect of different finish line designs on vertical marginal gap distance of two types of zirconia ceramic restorations : (In-vitro study) /
ElHalaby, Samar Mohamed Ismail,; Supervisor : Rana Sherif Nagui, Talaat Samhan. Includes Arabic Summary.
Vertical marginal fit and microleakage of cerec tessera crowns in comparison to Emax CAD crowns : In-vitro study /
Mahmoud, Aisha Fouad Wafaie,; Supervisor : Hanaa Hassan Zaghloul, Tamer Hamza, Yara Sayed Attia. Includes Arabic Summary.
Advanced analytical techniques for measuring some important antidiabetics in dosage forms and Bio-fluid samples /
Tantawy, Merna Abdelrasoul Mohamed,; Supervisor : Rasha Mahmoud Ahmed, Randa Abdel-Salam, Noha Ibrahim Shaaban. Includes Arabic Summary.
The effect of visual communication on consumer attitudes towards brands : A comparative study on selected advertisements before and during pandemic /
El-Sardy, Amina Alaa Mohamed Ibrahim,; Supervisor : Aliaa El Turafy, Dina Orabi. Includes Arabic Summary.
A brand’s visual communication is the identity that differentiates one brand from another.
Using visual communication effectively is the key to brand survival in normal conditions and
most importantly during pandemics. People around the world faced multiple pandemics
throughout the past years such as Swine Flu in 2009, and the latest pandemic that hit the whole
world intensively was the Covid-19 virus in 2019. Accordingly, Covid-19 will be the case study
examined in this thesis paper as the main core is how brands communicate visually in
pandemics. During Covid-19 pandemic, people were in quarantine for a couple of months.
Some of the global brands have been forced to adapt to the new circumstances and figure out
how to achieve continuity & survival of their brands during the pandemic and encourage their
consumers to get over it too. As a result, some brands have broken the rules and made
temporary changes in their visual communication tools (including logos, slogans, colors,
advertising messages, visuals and hashtags) to cope with the Covid-19 pandemic. Hence, this
study aims to detect and analyze the effect of the change in brands visual communication that
took place during the Covid-19 pandemic on consumer attitude. This study adopts the
Semiotics Theory as its assumptions and developments serve and suit the topic. Additionally,
a mixed-methods research approach is employed in this study, which combines both a
quantitative online survey with 403 respondents, a qualitative content analysis on 6
advertisements 9 months before and 9 months during the pandemic on 6 categorical variables
and qualitative in-depth interviews with 3 experts in the advertising field. The results show a
statistically strong correlation between noticing visual communication changes and the
consumers’ attitudes. The study also sheds light on the importance of changing the visual
communication strategies of brands which should be examined, further in future studies.
Comparison of fracture resistance of endodontically treated molars restored by two different restorative techniques : An in vitro study /
Amer, Esraa Mohamed Mahmoud Sayed,; Supervisor : Mohamed Adel Ezzat Khairy, Ola Ibrahim Fahmy, Ahmed Mohamed Hosney Fayed. Includes Arabic Summary.
Effect of two different surface treatment protocols and resin cement viscosities on shear bond strength of advanced lithium disilicate after thermocycling : (In vitro study) /
Thabet, Yomna Ezzuldin Mohamed,; Supervisor : Ashraf Hassan Mokhtar, Hanaa Hassan Zaghloul, Mostafa Hussien. Includes Arabic Summary.
Accuracy of two digital scanners (intraoral, extraoral) compared to conventional impression using implant with different angulations (zero, 15°,25°) : "In vitro study" /
Rafla, Kirollos Ashraf Sobhy,; Supervisor : Rana Cherif, Lomaya Ghanem. Includes Arabic Summary.
Effect of changes in sintering parameters on color reproduction and translucency of multi-phase zirconia : (In-vitro study) /
Abdelrahman, Abdelrahman Amir Rashad,; Supervisor : Hesham Katamish, Tarek Salah, Yara Sayed Attia. Includes Arabic Summary.
The Role of consumer socialization in the process of advertising literacy among Egyptian children : A comparative study between perceptual and analytical stages /
Louis, Julie Emad,; Supervisor : Nagwa El Gazzar, Dina Orabi. Includes Arabic Summary.
During this technological era, children are born into an environment that is saturated with
different forms of advertising including the embedded formats, and they have become highly
targeted by advertisers as they form a potential segment of the market. Consumer Socialization
Theory explains the stages children pass through and the socialization process by which they
acquire skills, knowledge, preferences and attitudes that allow them to function as valuable
consumers in the marketplace. Advertising literacy is one of the most important skills acquired
throughout this process and it acts as a defense mechanism against the negative impacts of
advertising on children, empowering them to deal with the commercial messages without
harming their development process. This interdisciplinary research aims to investigate the role
consumer socialization plays in the process of acquiring and activating advertising literacy
among Egyptian children across two different consumer socialization stages, the Perceptual stage
(ages 3 to 7) and the Analytical stage (ages 7 to 11). Consumer Socialization Theory and
Malmelin’s model with its dimensions of advertising literacy are utilized as the theoretical
framework for this research. Both qualitative and quantitative approaches are implemented in
this study through structured surveys for children based on Advertising Literacy Scale for
children (ALS-c), and another one for parents, and focus groups for more insights with mothers.
The findings of this study shows that children of both stages are having almost equal abilities
conceptual advertising literacy indicating that both stages are facing real challenges to
cognitively deal with the new embedded advertisement formats. Analytical stage children were
found to develop a slightly higher level of Attitudinal advertising literacy, however their level of
responsiveness to the persuasion messages of the embedded advertising questions their ability to
utilize these skills for their own benefit.