Humanization techniques used in donation ads through YouTube and the audience attitudes toward them: an applied study

Document Type : Original Article

Author

Facaity of mass commenication

Abstract

The study aimed to reveal the humanization methods used in donation advertisements on YouTube and to know the audience's attitudes towards them. The study relied on the survey method, as it used two tools for collecting data: A content analysis tool, where the content of donation advertisements with a humanitarian nature was analyzed for a sample of institutions through YouTube, namely (57357 Children's Cancer Hospital, Al-Nas Hospital, Baheya Foundation, Egyptian Food Bank, Life Makers Foundation, Misr El Kheir Foundation), for one year. The research period was (from 20 March 2024 AD to 20 March 2025 AD), and the number of advertisements reached 125 ads. The researcher also used a questionnaire form to collect data, where the electronic questionnaire form was applied to a sample of the Egyptian audience consisting of (400 individuals). The study reached several results, the most important of which are: that short video advertisements came at the forefront of forms of donation ads with a humanitarian nature on YouTube with 80.8%, and concluded that "social responsibility" came at the forefront of humanization methods used in advertisements. Humanitarian donations came at the forefront of humanization methods with 72%. The study demonstrated that "the storytelling of real ones about people in bad need of support" was the most influential stimulus for audiences' emotions and motivated them to respond with an arithmetic average of 2.5450. The study also found that the public tendencies toward the humanization techniques used in the humanitarian donation advertisements with 51% of the study sample being neutral.

Keywords

Main Subjects

References

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