أساليب الاتصال الإقناعي المتضمنة في الأمثال الشعبية المصرية : دراسة تحليلية نقدية

الملخص EN

The study aims to identify the persuasive communication methods included in the Egyptian popular proverbs in an attempt to describe, analyze, refute and criticize these methods to know the good from the bad to present it as a role model in the development of contemporary media discourse.

This study belonged to the group of descriptive studies.

It relied on three approaches which are the survey method, the critical approach, and the historical approach.

The study sample was identified in 400 of Egyptian popular proverbs.

The researcher used several tools to collect data in this study such as the content analysis tool, and qualitative analysis such as scientific observation, induction method and document analysis, as well as the manual for qualitative analysis prepared by the researcher.

The most important results of the study were in nearly half of the sample of the Egyptian proverbs has an ethical and social character.

Also, the method of "Displaying one side of the topic versus two sides display" is one of the most important methods of persuasive communication that popular proverbs focused on.

It was used by 37.5% , After it was the method of focusing on trends and needs of the audience where it came in at 25% , and it has been shown that 37.5% of the sample using emotional appeals while 25% of them may be Logical appeals, as the results showed the multiplicity of values included in the Egyptian proverbs, where the proverbs (study sample) contained a large set of values, the most prominent of which were originality, honesty, love, happiness, health, and wombs, while the most prominent negative behaviors involved in mocking others, hatred, arrogance, and miserliness