دلالات ظهور الطفل كصورة دعائية في صناعة الإعلانات الخيرية بين حرية الإعلام وضوابط الاخلاق
This study aimed to explore the opinions of the Egyptian public and their attitudes towards the issue of child exploitation, especially patients and orphans, as well as the poor in general in advertising content. Also, the study aimed to establish regulations that determine the legitimacy of the use of children as an advertising interface for charities and humanitarian institutions concerned with children's affairs. The study was applied to a random sample of (230) individuals from the study community; It consisted of parents of some children who joined kindergarten in the governorates of (Cairo - Giza - Qaliubiya). The researcher designed a closed questionnaire consisting of (29) paragraphs, divided into four dimensions that meet the objectives of the study and its general questions. The study reached a number of results, including: Parents have agreed to adopt the legitimacy of the emergence of some sick children as a major stepping stone in creating awareness; but the sample of the study stipulated that this should happen according to a set of controls that define the legitimacy of using children as an advertising interface for charities and humanitarian institutions concerned with children's affairs. The study came up with a number of recommendations for Media policy makers, professionals and the public; to ensure creativity in the field of charitable media. (Published abstract)