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القيم السائدة في الاعلان التجاري التلفزيوني وانعكاسها على السلوك الشرائي للجمهور العراقي == The Prevailed Values In TV Commercials Advertisements And Their REFLections On The Purchasing Behavior Of The Iraqi Public
Author name:
عبد الستار حميد جديع الدليمي
Supervisor name:
عبد المحسن سلمان الشافعي
General topic:
Media
Specific topic:
Public Relations
Degree:
Doctorate
University:
University of Baghdad - College Of Media - Department Of Public Relations
Language:
Arabic
University location:
Baghdad
First pages:
15T436 - p.pdf
Abstract:
عنوان الدراسة : (القيم السائدة في الاعلان التجاري التلفزيوني وانعكاسها على السلوك الشرائي للجمهور العراقي) دراسة مسحية على عينة من جمهور مدينة بغداد قوامها (526) مبحوث.في ظل تعاظم التاثير الاعلامي بحياة الفرد، والذي اصبح فيه التلفزيون من اهم وسائل تعلم ال | The title of the thesis "The Prevailed Values in TV Commercials Advertisements and Their Reflections on the Purchasing Behaviour of the Iraqi Public" a survey study of Baghdad province people for "526". In the shed of the greatening massmediat effect in the life of the individual, in which T.V. become one of the most important means of acquiring the value beside the traditional sources like family, school, and mosques, where the individual find this matter by the repeated exposure for pictures & concentrated messages and familiar for the audience in the commercials, so we can feel the importance of the commercials as social & cultural motive. From the results of the thesis, it became clear that the commercials work as an enhancing factor that support the connection between the value of the product, and the personal values of the audience, where they form inner relation between the commercials and the values used by the advertiser, where this value is considered advertising strings which the commercial based on to pursued the audience, as well these values reflect the personal values and values pattern the prevailed values in society, the study was divided into five chapters and as follow : chapter one : the curriculum frame of the study, chapter two : the prevailed values in the commercials and their reflection on the social system, chapter three : T.V. commercials between the achieved possibilities and the economical social effects, chapter four : the purchasing behaviour of the consumer and the factors effecting it, and chapter five : the field study "the applying frame of the study". The results of the field study proved through the questionnaire list by identifying the peeks came in the commercial and which have an effect on the behaviour of the Iraqi consumer by the way of some sentences in the questionnaire and responded the sample's individuals in addition to that the field study proved that there is a positive trend between the traditional values used in the commercials like respecting the old, group spirit, the religious values, distinguishing & uniqueness, rest & health, where most of the sample individual agreed on and that the study proved that there are some negative values that appeared in the commercials and admit that their effect is big on the public purchasing behaviour toward certain products like sex values, individual values, consuming values, motivating to take great interest in the outlook, and imitating others. As well, the repeating the commercials on T.V. channels generate sustain existence of that product in the memory of the consumer, and the most attracting method of commercials on T.V. for the products is by acting.
