الفهرس 
الفصل الاوليوجد فقط 14 صفحة متاحة للعرض العام
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المستخلص
Objectives of the study: The study sought to determine the methods of visual deception in electronic advertisements and their impact on the audience’s attitudes towards them, by revealing the values contained in electronic advertisements and exploring the goals that it seeks to achieve, in addition to exploring and analyzing the relationship of using colors in designing deceptive effects, as well as the degree of influence The use of modern technology in developing methods of visual deception, and the impact of these factors on the attitudes of a sample of the Egyptian public towards such advertisements. Methodology: The study belongs to the descriptive studies that applied the survey approach. Study sample: A sample of advertisements that included visual deception included 10 Arab and foreign advertisements for commodities (durable - the consumer - service and awareness), in addition to applying a field study on a sample of the Egyptian public consisting of 400 respondents. Data collection tools: The study used content analysis and survey forms, which included the following measures: (1) Awareness scale: It measures the degree of the individual’s attention to deceptive advertisements and his focus on the ideas presented in the advertising message. (2) Knowledge scale: It measures the ability of an advertisement that includes visual tricks to provide consumers with the necessary information about commodities. (3) Attention Scale: It measures the level of interest that the consumer devotes to advertisements, which reflects the extent to which the consumer understands and comprehends the advertisement that includes visual deception. (4) The measure of desire: It enables the identification of the expected behavior on the part of the consumer in the direction of his purchase. (5) Measure of action (behavior): It measures the clear behavioral response that was induced by the advertisement. (6) Exposure Intensity Scale: To measure the intensity of the respondents’ exposure to electronic advertisements. (7) Perception scale: It measures the audience’s awareness of visual deception in electronic advertisements, prepared by the researcher. (8) Attitudes Scale: It measures the attitudes of electronic advertisements (cognitive - emotional - behavioral). It seeks to achieve the objectives of the field study, where the researcher conducts a pre-test to verify its validity, then presents it to the experts for arbitration, and then applies it to the sample in the current study. This tool is characterized by the fact that it helps to collect new information derived directly from the source. The study concluded to some results as follows: 1-There is a statistically significant relationship between the intensity of exposure of the study sample audience to electronic commercial advertisements and the dimensions (cognitive, emotional and behavioral) of their attitudes towards those advertisements. 2-There is a statistically significant relationship between the audience’s assessment of the effect of forms of visual deception on their acceptance of advertisements and their attitudes towards the use of creative forms in advertising. 3-There is a statistically significant relationship between the audience’s perception and acceptance of the visual deception methods used by electronic advertisements and their confidence in them and their impact on measures of attitude towards these deceptive methods in advertisements (awareness, knowledge, interest, desire, and behavior). 4-There are statistically significant differences between the respondents in their attitudes towards advertisements that used visual deception according to their characteristics and demographic variables (gender, place of residence, age, academic qualification, occupation, average monthly income) 5-There is a statistically significant correlation between the respondents’ perception of visual deception functions in electronic advertisements and the effect of its forms on their susceptibility to the displayed advertisement.