The remarkable success of comparative advertising especially in Lebanon has sparked considerable discussions over the relative qualities and risks. Comparative advertising in the Middle East, European Union and United States has shown application of the rules and regulations of the governments through respecting the law of the community via its influence on consumer purchasing behavior which goes along with hypothesis one. This study has explored the position of the Lebanese market regarding comparative advertising through taking the opinions of some legal experts and practitioners in the field. ...

Among the Arab countries, Lebanon was the first to legislate a copyright law in 1924 besides signing and joining a number of international conventions such as the Berne Convention for the Protection of Literary and Artistic Works, Universal Copyright Convention and the Rome Convention for the Protection of Performers, Producers of Phonograms and Broadcasting Organizations. The 1924 copyright law was only amended in 1999 when the Lebanese parliament issued an Act replacing chapter VII of the 1924 Act. While Lebanon has been on the forefront of copyright legislation in the Arab world, it still ...

This research aims to gain understanding of the health behavior of individuals affected with a genetic disease, Friedreich Ataxia in Lebanon and comprehend the consequences of the lack of awareness and circulation of information about FA on those individuals in comparison with international communication efforts through the Health Belief Model theory. The research method used throughout this thesis is qualitative and interviews with sixteen Lebanese participants afflicted with FA aged between 11 to 49 years old were conducted relying on an interview guide that tested seven constructs of the ...

With globalization governing the world, increasing competition beyond borders, companies have seen their market share shrink and their profits disappear. This phenomenon gave rise to the e-commerce, a key platform to streamline globalization. However, some parts of the world were still shy in adopting e-commerce for their daily transactions, particularly the Middle East region. It wasn’t until the surge the COVID-19 pandemic, that e-commerce made its way to every corner of the globe and became part of the daily lives of the citizens of the world, including the Middle East. The question that we ...

The purpose of this study is to understand how cartoons affect children and to what extent is this effect detectable. The study explored mainly violent and aggressive behavior related to cartoons, the messages transmitted as well as the extent to which children imitate what they see. The data gathering process was possible through a survey that was filled by 222 mothers from all over Lebanon, having children aged between 3 and 10. Also, three focus groups, each consisting of 8 mothers, were conducted in order to get more accurate data and further insight. The results validated the hypothesis ...

Feminist movements have been getting their voices heard in multiple countries, while NGOs and lobbyists are pressuring governments to legislate laws protecting women from sexual harassment and violent acts. However, multiple brands have decided to neglect the trend by swimming against the stream and keep on dehumanizing women using them as sexual objects and projecting violent images in their ads. Using the cultivation theory along with the social learning theory, this study aims to shed light on the normalization of sexism and violence against women in luxury brands’ ads addressing women and ...

Adults aged between 15 and 29 years old usually migrate from rural to urban areas because of the educational gap between their villages and the cites (CDR, 2016). This study examines the portrayal of this phenomenon of migration from urban to rural areas in televised series. It compares the empowerment that Carine Rizkallah, writer and lead woman character in “Albi Dak” series, demonstrated in the series to the lives of women in real life, and whether or not that empowerment portrays reality. In order to direct the thesis statement, this study conducts some research on a few subjects: Cultural ...

In recent years, terrorist attacks have become more widespread and spectacular. Thus, traditional news media must find a balance between ethics and the truth to better inform and protect the public from the harm that both sensationalist media coverage and terrorism might cause. But in reporting the destructive effects of terrorism, journalists should be careful not to appeal to emotions and not to present terrorists as heroes. This research shows that it is possible for the media to use codes of ethics to report the truth in the coverage of terror acts. It studies the coverage of three ...

In recent years, the food and beverage industry in Lebanon has viewed children and adolescents as a major market force. As a result, children and adolescents are now the target of intense and specialized food marketing and advertising efforts, especially fast food companies. The Lebanese society has witnessed an increase in overweight children and diabetic ones. This increase is due to several factors related to the types of food marketed to this category of people: - Food captures 12.5% of Lebanese consumer spending and so there is vigorous competition within this industry - Food is a repeat-purchase ...

Online dating services replaced traditional matchmaking tools. The internet gave individuals the opportunity to be their own matchmakers and experience new online identities leaving room for different methods in the presentation of self. There are many studies done on the topic of online dating services however, none of them has discussed it in terms of identity, framing and its role in Lebanon. Using the uses and gratification and the framing theories this thesis examined how Lebanese adults frame themselves on online dating websites and applications and the gratifications they get from their ...