Audio Feature Script

Social Media and Advertising

Mayar Magdy Omar

TRX (Mayar Magdy):Its normal to switch career once you feel there is a good reason for that,
Dr Ahmed Taher who switched careers from engineering to Advertising, and a current Professor
at The American University in Cairo AUC will be talking about the impact of social media and
celebrities on advertising.
ACT (Ahmed Taher) SB (0:17-0:41) Social has changed everything... it has changed the way
we do marketing, the way we do advertising.. the way we communicate with people umm.. We
used to communicate aa..one to many, now it is many to many so that's a very simple terms what
the social media has done.. the communication now is many to many, it used to be one to many
uhh... it its changed and forever.
TRX (Mayar Magdy): Taher is a marketing consultancy that has, since 1996, helped about a
hundred multinational and local organizations develop and implement marketing and branding
strategies. Thus he is an expert in the use of advertising approaches such as using celebrities,
Taher believes that this approach is a double-edged sword.
ACT (Ahmed Taher) SB ( 1:00- 1:24):anything in this world negatively or positively uh.. the
use of celebrity can be used very positively to uh.. to support causes.. social causes and so on,
and it can be used positively to advertise uhh.. Products and link it to the projects, it can also be
used negatively to promote useless products or whatever
TRX (Mayar Magdy): Social media has become a huge part of our everyday lives these past
few years, especially with celebrities and bloggers, they can be used as a very effective
marketing tool for self-promotion and charity or to support a cause. However, like anything in
the world, the use of celebrities can be used unethically. Taher will tell his opinion.
ACT (Ahmed Taher) SB(1:46- 2:07): what is ethical or non-ethical is the the cause or the
product its not the use of the celebrity, the use of celebrity is neutral just like the use of knifes
you can use a knife to do a lot of great things and cook and so on and you can use a knife to kill
someone. uhh.. the use of celebrity is neutral what is ethical or non-ethical is the cause for which
it is used.
TRX (Mayar Magdy): Mayar Magdy, AUC Radio.