MBC1
Nessma
:لىاعت للها لاق
"
اَيَتِنَلَع اَم اَلِإ اَيَل َهِلِع اَل َكَىاَحِبُس اوُلاَق
ۖ
َكَىِإ
َتِىَأ
ُهيِلَعِلا
ُهيِكَحِلا
[ ةيلآا ةرقبلا ةروس "
23
.]
ءادها
ءادها
MBC1 ، Nessma ، Ennahar.tv
Summary:
This paper presents the results of an implicit analytical study, in which the study of the persuasive methods that influence the attitudes of individuals, their beliefs, motivations and behaviors has been chosen in order to achieve the objectives either personal or practical. The study focuses on the persuasive methods used in advertisements as it is a technical information activity that carries with it a lot of messages about the goods, products and services that the public is in need.
Being the advertisements are several and diverse, television advertising has been taken as a choice in this brief, since television is the most widespread having a large popular mass, is an impact of influence in comparison to other media. View the diversification of television channels and the competitive market in order to be more attractive. Three major Arab television channels have been the focus of this study; The MBC 1 channel in the Middle East, the NESMA regional channel and ENNAHAR as Algerian local channel.
The choice of the theme is determined given that it is a current concern, as is the lack of analytical studies of this content at the University of GUELMA, dealing with persuasion in Arab television advertising on the one hand and Desire to deepen in the field of persuasion, which is the main pillar of the media message including television advertising. Three hypotheses have been tested, which are:
- Advertising is based on emotional and more than mental techniques and methods of persuasion.
- Advertising focuses on well-targeted personalities especially on women. - Advertising contributes and influences society on particularly psychic values.
The objective of the study is to analyze the messages instigated by advertising, in order to highlight the most important methods of these convincing messages, the right approach taken into consideration is "content analysis" in Analyzing advertising quantitatively and qualitatively.
A form of content analysis has been used as tools. The form contains a total of twelve (12) different advertisements, of the three selected channels, each of which has four (4) advertising samples. These samples include food, cleaning and maintenance products, accessories for women and children.
After the collection of information, presentation and analysis, the set of general conclusions obtained and as follows:
- Most advertisements focus primarily on women and children, since convincing the woman who is more strategic view that she is closer to her children than convincing the parent.
- All Arab advertisements are interested in providing the same values as those of society.
- Superficially it is commodity marketing but deeply it is the values and traditions by which to influence the consumer.
51
MBC1
Nessma
Ennahar.tv
MBC1
Nessma
Ennahar.tv
MBC1
Nessma
Nessma
Ennahar.tv
MBC1
Nessma
Ennahar.tv
MBC1
Nessma
Ennahar.tv
MBC1
Nessma
Ennahar.tv
24
MBC1
NESSMA
ENNAHAR.TV
MBC1
NESSMA
ENNAHAR.TV
MBC1
NESSMA
ENNAHAR.TV
MBC1
NESSMA
ENNAHAR.TV
MBC1
MBC1
NESSMA
ENNAHAR.TV
MBC1
NESSMA
ENNAHAR.TV
5
MBC1 Nessma Ennahar.tv"
technology technoو
logia
7
télévision télé vision
9
parabole
11
MBC
MBC
MBC1 http://www/mawdoo3.com
13
15
méthode
Nessma ennahar
17
f social Relation Product o
individuel social
19
H.Blumer
23
25
27
emotional appeals
rational appeals
29
31
public advertising
33
Selectivity Flexibility
Creativity
&
Impact
Market Penetration & CostEfficiency
Formats
35
Information Format :
Dramatic format:
(
(
Problem Resolution Format :
Demonstration Format
Reminder Format :
Cartoon
Teskmanial Format37
Humorous
39
CNNMBC
BBC
MBC
NTV
41
43
45
"
mbc
"
"
LBC
"
،
49 MBC1 Nessma MBC1 Nessma Ennahar
.
TV
MBC1 MBC1 MBC1
Nessma
Ennahar.
tv
MBC1 Nessma Ennahar.
tv51
53
MBC1
Nessma
Ennahar.TV
Ennahar.TV
Nessma
MBC1
MBC1
MBC1
MBC1
Ennahar.TV
Nessma
MBC1
MBC1
12,50% 31,25% 12,50% 1,2مقر تيبسن ةرئاد
01
ليلحتلا ثبئف عيزوت حضوت
ةبنق ثاربهشلا عوضوملا تئف بسح
MBC1 ٌٕرثٍن ياش Lipton Tideذٌاذ مٍسغنا قٕحسي55
Nessma
30% 10% 60%مقر تيبسن ةرئاد
02
بسح ليلحتلا ثبئف عيزوت حضوت
ةبنق ثاربهشلا عوضوملاتئف
Nessma خرٕغاٌ رآشا57 Ennahar
.
TV
Ennahar.TV
29,41% 5,88% 64,70% Ennahar.TV جراحنا ىطاًط رآشا Test دساذ مٍسغنا قٕحسي رآشا ٕسٌٔ مٌداُي رآشا Wisso لافطلانMBC1 Nessma Ennahar
.
tv Nessma MBC1 Nessma Ennahar.
tv
MBC1 Ennahar.tv
MBC159
Nessma
25% 71,87% 3,12%مقر تيبسن ةرئاد
04
ليلحتلا ثبئف عيزوت حضوت
ةبنق ثاربهشلا ثبيصخشلا بسح
MBC1
لافطا ءاسَ لاجر44,44% 44,44% 11,11%
مقر تيبسن ةرئاد
05
ليلحتلا ثبئف عيزوت حضوت
ةبنق ثاربهشلا ثبيصخشلا تئف بسح
Nessma
لافطا ءاسَ لاجر61
34,21% 55,26% 7,89% 2,63% مقر تيبسن ةرئاد 06 تئف بسح ليلحتلا ثبئف عيزوت حضوت ثبيصخشلا ثاربهشلا ةبنق ENNAHAR لافطا ءاسَ لاجر حٍَٕذزك خاٍصخش
65 8% 8% 8% 8% 16% 12% 4% 8% 4% 4% 4% 16% مقر تيبسن ةرئاد 07 ميقلا تئف بسح ليلحتلا ثبئف عيزوت حضوت ةبنق ثاربهشا يف MBC1 ذٍناقرنأ خاداعنا جذهنا لاًجنا حفاظُنا حعرًنأ جداعسنا ٌٔاعرنأ حكراشًنا زٍفٕرنأ داصرقلاا ٍّفزرنأ حٍهسرنا جٕخلاا سفاُرنا ٍٍسُجنا ٍٍت طلارخلاا جراثلاا
8,33% 8,33% 16,66% 8,33% 16,66%
مقر تيبسن ةرئاد
08
ليلحتلا ثبئف عيزوت حضوت
ةبنق ثاربهشا يف ميقلا تئف بسح
Nessma
67
8,33% 8,33% 16,66% 16,66% 16,66% 8,33% 8,33% 8,33% 8,33%
مقر تيبسن ةرئاد
09
ليلحتلا ثبئف عيزوت حضوت
ةبنق ثاربهشا يف ميقلا تئف بسح
ENNAHAR
ذٍناقرنأ خاداعنا جذهنا حفاظُنا69
71
MBC1
Nessma
50% 16.66% 16,66% 16,66%مقر تيبسن ةرئاد
10
ثبئف عيزوت حضوت
يف تمذختسملا تغللا بسح ليلحتلا
ةبنق ثاربهشا
MBC1
ىحصف حٍتزع حٍَاُثن25% 37,50% 37,50%
مقر تيبسن ةرئاد
11
ليلحتلا ثبئف عيزوت حضوت
ةبنق ثاربهشا يف تمذختسملا تغللا بسح
Nessma
ىحصف حٍتزع حٍسَٕذ حٍثُجا حغن73 ENNAHAR 16.66% 50,00% 33,33%
تيبسن ةرئاد
مقر
12
ليلحتلا ثبئف عيزوت حضوت
ةبنق ثاربهشا يف تمذختسملا تغللا بسح
ENNAHARىحصف حٍتزع حٌزئازج حٍثُجا حغن
17,39% 17,39% 4,34% 4,34% 4,34% 13,04% 8,69% 4,34% 13,04% 13,04%
مقر تيبسن ةرئاد
13
ليلحتلا ثبئف عيزوت حضوت
ةبنق ثاربهشا يف تيفطبعلا تيعبنقلاا بيلبسلاا بسح
MBC1
خاراعشنا واذخرسا خاجاحنا حثطاخي ءازغلاا حٍسُجنا جراثلاا خاٍصخشنا ىهع داًرعلاا حٌٕغهنا ةٍناسلاا جٕرًُنا ىٍظعذ جٕتلاأ حيٕيلاا لاًجنأ ححصنا حزفنأ حثحًنا17,64% 17,64% 5,88% 11,76% 17,64% 5,88% 11,76% 11,76%
مقر تيبسن ةرئاد
14
ثبئف عيزوت حضوت
تيفطبعلا تيعبنقلاا بيلبسلاا بسح ليلحتلا
ةبنق ثاربهشا يف
Nessma
خاراعشنا واذخرسا خاجاحنا حثطاخي ءازغلاا حٌٕغهنا ةٍناسلاا جٕرًُنا ىٍظعذ جٕتلاأ حيٕيلاا لاًجنأ ححصنا حزفنأ حثحًنا79
18,75% 12,50% 6,25% 18,75% 12,50% 6,25% 12,50% 12,50%
مقر تيبسن ةرئاد
15
ليلحتلا ثبئف عيزوت حضوت
ةبنق ثاربهشا يف تيفطبعلا تيعبنقلاا بيلبسلاا بسح
ENNAHAR خاراعشنا واذخرسا خاجاحنا حثطاخي خاٍصخشنا ىهع داًرعلاا حٌٕغهنا ةٍناسلاا جٕرًُنا ىٍظعذ جٕتلاأ حيٕيلاا لاًجنأ ححصنا حزفنأ حثحًنا81
MBC1
23,52% 5,88% 23,52% 17,64% 5,88% 23,52%مقر تيبسن ةرئاد
16
ثبئف عيزوت حضوت
يف تيلقعلا تيعبنقلاا بيلبسلاا بسح ليلحتلا
ةبنق ثاربهشا
MBC1 حًٍُضنأ حٕضٕنا لذجنا رازكرنا83
23,07% 23,07% 23,07% 7,69% 23,07%
مقر تيبسن ةرئاد
17
ليلحتلا ثبئف عيزوت حضوت
ةبنق ثاربهشا يف تيلقعلا تيعبنقلاا بيلبسلاا بسح
Nessma
حًٍُضنأ حٕضٕنا رازكرنا فٌزعرنا بٕهسا خاٍئاصحلاا حٍعقأ حهثيا85 20,00% 30,00% 20,00% 30,00%
مقر تيبسن ةرئاد
18
ثبئف عيزوت حضوت
تيلقعلا تيعبنقلاا بيلبسلاا بسح ليلحتلا
ةبنق ثاربهشا يف
Ennahar
حًٍُضنأ حٕضٕنا رازكرنا فٌزعرنا بٕهسا حٍعقأ حهثيا
MBC1
Nessma
Ennahar
87
MBC1
25,00% 25,00% 25,00% 6,25% 12,50% 6,25%مقر تيبسن ةرئاد
19
ليلحتلا ثبئف عيزوت حضوت
ثاربهشا يف تيتوصلا ثارثؤملا تئف بسح
ةبنق
MBC1خاراثع ثٌذح حئداْ ىقٍسٕي
89 27,27% 27,27% 9,09% 18,18% 9,09% 9,09%
مقر تيبسن ةرئاد
20
بسح ليلحتلا ثبئف عيزوت حضوت
ةبنق ثاربهشا يف تيتوصلا ثارثؤملا تئف
Nessma خاراثع ثٌذح حئداْ ىقٍسٕي حثخاص ىقٍسٕي حٍتزع ًَاغا رإحEnnahar 27,27% 27,27% 18,18% 9,09% 9,09% 9,09%
مقر تيبسن ةرئاد
21
ليلحتلا ثبئف عيزوت حضوت
ثاربهشا يف تيتوصلا ثارثؤملا تئف بسح
ةبنق
Ennahar
MBC1
MBC1
MBC1
Nessma
93
95
MBC1
Nessma
Ennahar.tv
68. 1Emilie chapus ; Amandine Ancelin: l'image de la femme dans la publicité: sur le sitewww.dea –dtcen.u-paris
2.fr/cours-2006/hazan/pub_2006_image_femme.pdf
:
http://essalamonline.com/ara/watani/37592.html#ixzz4hB0UeqBp