الأبعاد السوسيو-ثقافية في الإعلانات التلفزيونية العربية : دراسة سيميولوجية

الملخص EN

Advertising is nowadays, known as an important communication activity whose importance has increased in parallel to the development in information and communication technologies field.

This later which has contributed in some shifts and changes on the stracture of the advertising message, in terms of design and production as well.

And tv advertising is the form of adverting that affects the receiver's behaviour most, due to the characteristics of tv image, And if we came to analyze the advertising message simioticly, we would find that it contains some socio-cultural significations from this point, this study has been oriented to analyze the advertising message that is broadcast on the Arab sattelite channels, taking mbc1 as a model for this study.

We have reached a number of results, the most important of which are: The advertisements under study have moved away from the exploitation of the woman's body to promote their products, The advertisements broadcast on the mbc1 channel, in their presentation of the product, relied on, The psychological family space to promote their products, The ads did not focus on the product by mentioning its characteristics and features, but rather relied heavily on the consumer gain strategy.