معايير التنسيق الحضاري لإعلانات الطرق التجارية و علاقتها بتذكر الرسالة الإعلانية : دراسة تطبيقية

الملخص EN

This research is interested in knowing the extent of the adherence of the low length roads‟ advertisements with its two kinds (the lab and saussett) to the bases and the standards of the cultural coordination in Sohag city and its relation with the remembrance of the public for the advertising message, the research depended on the descriptive method with its two kinds; the analytical and the field, as the researcher has prepared an analysis application form according to the cultural coordination standards and it had been applied for 10% percentage of the total advertisements that reached (120) advertisement in streets sample of studying, also the researcher prepared a questionnaire that was applied for (100) sample, and it is based on purposive sample from the streets residents sample of studying, and the questionnaire was applied through the period from (1/ 1/2017 to 1/2/2017) with the aim of measuring the degree of the extent of remembrance of the respondents for the advertising message, and whether this recall has a relation with the cultural coordination or not?, and the researcher depended on ( the Non aided recall test) which depends on the memory of the researched without any aid from the researcher, and the researcher achieved many important results: (1) The Analytical: The results demonstrate that advertisements do not commit to the standards of the cultural coordination, and its important elements: the lack of commitment to distance between one advertisement and the other, and the use of both (lab and Sussett) through the same way, and also there is no harmony among the advertisements in the length, marketing, colures, and sizes, also there is interrelation among the commercial, guidance, and traffic advertisements, at last, there is no angle of inclination- (3) grades- for some advertisements, and there no adherence to the sizes and lengths of the banner as the standards of cultural coordination demand .

(2) Field: The results show the high ratio of the watching of this kind of advertisements buts its reading ratio is low, and one of the most important reasons of the non-remembrance for many respondents is the excessive advertising, the exaggeration in its repetition, the complexity of the design, and the closeness of an advertisement and the other, also the research results demonstrate that there is a positive relation between the advertisements‟ adherence to the standards of cultural coordination and its effectiveness in the remembrance of the respondents of the advertising message, as the cultural coordination reliefs the viewer and offers him a large chance for reading and remembrance.