الأبعاد الجماعاتية للقيم الثقافية في الإشهار التلفزيوني الجزائري : دراسة تحليلية من منظور نموذج (هوفستاد)‎

الملخص EN

Effectiveadvertising communication is linked to the knowledge that the announcer has about the environment in which it occurs, In terms of social context dimensions and cultural system of values to employ in advertising to reach the goal of persuasion.

This paper aims to highlight the findings of an analytical study of values contained in a sample of advertising content diffused by several organizations on the Algerian TVA3 during 2017- 2018 period, which reveals a set of dysfunctions due to the use of undefined cultural value system.

The results enhance the need for considering the challenges of advertising on Algerian society.