‫والفنون‬ ‫العمارة‬ ‫مجلة‬ ‫ا‬ ‫ال‬ ‫لعدد‬ ‫ثامن‬ ‫عشر‬ 155 represented in popular proverbs to develop new advertising methods that change the attitudes of the recipient and spread positive human values related to the Egyptian cultural identity to achieve social communication in order to benefit from the applied study. The applied study tries to promote the human values in advertising through the use of popular proverbs. This is done through a project that was presented to the students of the

more »

... gher Institute of Applied Arts -6th of October City where they were left free to choose the popular ideals that carry a positive message to attract the target recipients Brainstorming, and then reach the results of the study, which is most important that the proverbs popular Egyptian works to establish human values through the content of the message.