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العنوان
إعلانات الإنترنت والقيم الاجتماعية /
المؤلف
حجازي، رشا عبد الرحمن.
هيئة الاعداد
باحث / رشا عبد الرحمن حجازي
مشرف / اعتماد محمد علام
مشرف / فاطمة يوسف القليني
مناقش / اعتماد محمد علام
مناقش / فاطمة يوسف القليني
مناقش / محمد علي شومان
مناقش / سلوى محمد العوادلي
الموضوع
الإعلان- أخلاقيات
تاريخ النشر
2014.
عدد الصفحات
344 ص. :
اللغة
العربية
الدرجة
الدكتوراه
التخصص
اعلام تربوى
تاريخ الإجازة
1/1/2014
مكان الإجازة
جامعة عين شمس - كلية البنات - الاجتماع
الفهرس
يوجد فقط 14 صفحة متاحة للعرض العام

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المستخلص

The problem of the Study (research)
The problem of the study is crystallizing in the attempt to
identify the role of the Internet advertisings in forming and
reinforcing the social values over university youth through the
interest in analyzing the valuable content for those advertisings.
The objectives and inquiries of the study:
a- Identifying the most important used advertising forms, the
types of the goods, the contents, lobbying, the attractions,
monitoring the gestures and the implicit and explicit
references, the refrains which the internet ads reflect, the
social values patterns in the internet ads, the ads which are
presented more for the purpose of determining the symbols
and influence factors which the ads use in influencing the
values for the youth who use the internet. In order to achieve
that objective , the following inquiries have been presented:
1- What are the most used methods of marketing on the
internet, advertisers, the nature of the goods and the
services advertised? And what is the ads character, the
nature of the pictures, ads characters, and technical
templates and used language?
2- What is the nature of the lobbying and persuasive
tendons, the implicit and explicit references which the
internet ads contain?
b- To recognize value patterns which Internet advertisings
contain in the light of what advertisings promote to different
life styles see to spread a culture that supports the
consumption behavior and individual values to achieve this
aim , the following questions had been raised :
1- What are the patterns of the values which the internet
ads contain generally and the social values specifically?
2- Do the Internet advertisings tend to raise Consumer
values among young people by promoting luxury
goods to essential services for young people by
including ads on attractive and interesting effects and
being on technological and accurate media?
c- To recognize how does youth use the internet and what are
the motives of this use the internet, considering it as anew
communicational channel that record increasing spread rates
regarding what distinguishes it of abilities that exceed other
traditional means and the vast ability of this means to fulfill
certain needs regarding the active audience who can choose
the means which satisfies its needs this aim is achieved
through the answer of the following questions:
1. What is the direction of the youth towards the Internet in
general, and using them as a mean of advertising in
particular?
2. What are the advantages of internet advertising compared
with othrt means of advertisements?
3. What is the influence of demographic and social factors
for the respondents on watching the Internet advertisings,
trusting them and buying their products?
4. What are the most important preferred sites to see
advertising, and what are the attraction elements to see
them, what are the most important goods & services that
are purchased through them?
5. To what extent do the motives of university youth differ
towards internet advertisings?
6. What is the direction of the youth towards the Internet
advertisings and the gratifications realized from using
them as a mean of advertising from their point of view?
d- Indentifying the role of the internet ads and their ability to
contribute to implement some patterns of social values (positive and negative) when youth are exposed to internet
ads. according to that objective, the following inquiry has
been presented:
1. Is the frequency of exposing the youth to the internet ads
leads to the consecration of some of the social values
whether they are positive or negative? And what are those
values?
The Theory:
The study uses the usages and gratification approach which
focuses on the concept of the active public who search for the
mean and the meaning which they are supporting, as the active
public know what they want before heading to it. Thus, it can
be said that heading the university students to the internet is an
action that is easy to explain its motives by the user himself. In
addition, the motive is the need of the gratification and that
need has the effect in directing the behavior. Moreover, the
theory of globalization.
The Methodological Framework of the study:
This study belongs to the descriptive analytical studies which
rely on the method of surveying, using the content analysis
application form in characterizing the content of the internet ads
in the terms of the form and content over a group of ads
presented through the following advertising sites:
www.mazzika.com / www.felobjective.com
www.masrawy.com / www.elmohet.com www.cinema.com
also by using the questionnaire newspaper which was applied
through the personal interview over a sample of 240 young
student from Ain Shams University and the American
University in order to become acquainted with the opinions and
trends related to the subject of the study.
The Results of the study:
1. The fixed ad is shown as the most important advertising
forms which advertisers prefer for presenting the goods
and services for the public. the direct ads was the most
used technical forms in presenting the ads . The private
sector achieved a greater degree than the other sectors in
representing the good and services ads.
2. Most ads used refrains in order to remember the ad easily
and also they used 3D effects as one of the attractions.
3. The desire to possess appears as the most important
persuasive tendons used in the ads. Moreover, most of the
ads used emotional grooming, perhaps this goes to the fact
that the Egyptian people get affected by attitudes that have
passionate impact and have a significant impression on
them.
4. Ads tend to use unknown figures in presenting the
advertisements, Perhaps this is due to their closeness to the
viewer and thus bringing about the desired effect.
5. Commodity ads have got a greater percentage than the
services advertising and food commodities occupied the
first rank in terms of the quality of goods advertised.
6. The negative social values are the most visible in the ads
than the positive social ones.
7. Entertainment consumption comes as the most important
factor for emerging the negative values, however as for the
positive values, they were the most representative of
helping others.
8. More than half of the research sample assured that they’re
watching some online advertising, that reflects a rise in the
proportion of viewing the Internet advertising, and the
most important motives for watching the ads are to see what is new in the goods and services. The research
sample individuals preferred the companies’ websites as
the best sites to see ads.
9. The results of the study show that the direction of the
research sample towards the Internet advertising was
positive as positive phrases won the first ranks in their
answers and the phrase (the content that these internet
advertising present reflect a realistic image of the society
in which we live), followed by (internet advertising are
presented in an impressive way and contain new ideas) ,
that reflects the importance of design in attracting young
people to see the ad
10. Regarding the gratifications realized from watching
Internet advertising, it is apparent that guideline content
gratifications came at the top of gratifications realized as a
result of the use of the Internet and by that it is superior to
the Social gratifications.