المسؤولية الاجتماعية لمصممي الإعلانات التلفزيونية: (دراسة تطبيقية)‎

الملخص EN

The advertisement industry depends on laws in addition to autonomous charters in order to control the unacceptable advertisement practices.

The previous studies proved that there are a lot of professional, legal and ethical violations contained in the advertisement industry, in particular the television advertisement, as well as the negative trends raised by a lot of people towards it.

Therefore, this study issue presents itself, so the main problem of the study is established in an attempt to reveal the importance of television advertisements designers commitment to social responsibility with maximizing the role of advertisement, its different means in promoting the goods on the purchasing and behavioral decisions taken by individuals in line with studying the advertisement within its behavioral context by conducting a field study on a sample of 13 communicators working in advertisement agencies, depending on the tool of interview and the field survey approach.

The study concludes several results, the most important of which is that the workers at advertisement agencies have unstable or uncertain knowledge on the laws of advertisement industry in Egypt, as their knowledge are inaccurate.

So, we can say that the legal, professional frameworks that regulating work in the field of advertisement industry in Egypt do not support the ideas of social responsibility, which are characterized by nonexistence of any legal, ethical violations is incidental and relies on the vision of each person that tends to necessitate the commitment to ethics that define the limits of media in general and the advertisement in particular.