Mohamed Shoman’s Book Traces Egypt’s Advertising Discourse from Colonialism to Globalisation

A book by academic and media expert Dr Mohamed Shoman examines shifts in advertising discourse in Egypt under the title “Transformations of Advertising Discourse in Egypt from Colonialism to Globalisation (1882–2011).”

The title sets out a historical scope stretching from the colonial era to the age of globalisation, placing advertising within the context of Egypt’s changing relationship with the wider world.

Its focus is on advertising discourse—the language and messages through which advertisements address their audiences—rather than advertising solely as a commercial activity.

The brief introduction to the book praises Shoman for continuing to offer fresh material in his publications. It does not provide further details about the book’s arguments, sources or findings.