The adaptation of commercials for multi-national brands in Morocco's the young educated viewers’ evaluation of tide® and always® commercials in Rabat

الجامعة

جامعة الأخوين

الكلية

كلية الإنسانيات و العلوم الاجتماعية

دولة الجامعة

المغرب

الدرجة العلمية

ماجستير

تاريخ الدرجة العلمية

1999

الملخص الإنجليزي

Advertising in Morocco has been subject to different changes since early nineties.

In fact, one noticeable change to make the ads aired on Moroccan TV suit the expectations of young, educated, urban Moroccans.

This paper investigates the extent to which these ads have been successful in meeting the expectation of this audience through survey and analysis of how the young educated of Rabat perceive two adapted ads: the detergent Tide and the sanitary napkin Always.

Perceptions of the aesthetics, kinesics and belief system conveyed in the ads were analyzed using three different independent variables: gender, age, and level of education.

I discovered that all of these factors intervene in shaping the audience’s attitude towards the ads.

Their impact lies in the fact that the audience do not perceive the prevailing social order as everlasting especially in terms of gender roles in society.

Second, the regional approach in Tide commercial was not positively perceived by the audience as it included some negative regional connotations.

Some of the most significant conclusions are as follows: education is very important in shaping the attitude of the young educated audience towards the commercials as respecting belief system in terms of touching on sensitive issues.

Second, a significant part of the informants said that advertising is not the only decisive means in making the young educated audience purchase products like Tide.

التخصصات الرئيسية

التسويق

الموضوعات

عدد الصفحات

قائمة المحتويات

Table of contents.

Abstract.

Abstract in Arabic.

Introduction.

Chapter One : Analysis and discussion of findings.

Chapter Two : Conclusions and recommendations.

References.

نمط استشهاد جمعية علماء النفس الأمريكية (APA)

Khalid Hilal, B. A.. (1999). The adaptation of commercials for multi-national brands in Morocco's the young educated viewers’ evaluation of tide® and always® commercials in Rabat. (Master's theses Theses and Dissertations Master). Al Akhawayn University, Morocco
https://search.emarefa.net/detail/BIM-592609

نمط استشهاد الجمعية الأمريكية للغات الحديثة (MLA)

Khalid Hilal, B. A.. The adaptation of commercials for multi-national brands in Morocco's the young educated viewers’ evaluation of tide® and always® commercials in Rabat. (Master's theses Theses and Dissertations Master). Al Akhawayn University. (1999).
https://search.emarefa.net/detail/BIM-592609

نمط استشهاد الجمعية الطبية الأمريكية (AMA)

لغة النص

الإنجليزية

نوع البيانات

رسائل جامعية

رقم السجل

BIM-592609

حفظتم الحفظ طباعة

قاعدة معامل التأثير والاستشهادات المرجعية العربي "ارسيف Arcif"

أضخم قاعدة بيانات عربية للاستشهادات المرجعية للمجلات العلمية المحكمة الصادرة في العالم العربي

منصة "معرفة" للكتاب العربي الجامعي الرقمي

تقوم هذه الخدمة بالتحقق من التشابه أو الانتحال في الأبحاث والمقالات العلمية والأطروحات الجامعية والكتب والأبحاث باللغة العربية، وتحديد درجة التشابه أو أصالة الأعمال البحثية وحماية ملكيتها الفكرية. تعرف اكثر