القيم التي تعكسها الحملات الإعلانية لشركات الاتصالات و اتجاهات المراهقين نحوها

Abstract EN

The study aims to identify adolescents' assessment of the advertising campaigns of Egyptian telecommunications companies in Ramadan, and their awareness of the negative values and behaviors they exhibit, and the impact of this perception on their attitudes towards these companies.

this study belongs to the descriptive method.

the study sample consisted of 426 male and female at the age of (15 : 18) years old chosen randomly, and the study tools were a questionnaire sheet.

the most important results were : Vodafone came first in terms of teens' viewership (always) with 47.2% followed by Etisalat with 42.3%, then orange with 39.7%, and in the last place was telecom Egypt we with 29.3%.

adolescents opposed the commitment of advertising campaigns to moral values by 36.5%, and the most positive values they have realized are the value of social communication by 48.1%, then the value of family reunification 45%.

and 44.1% agreed that advertising campaigns spread negative and unwanted ideas and behaviors, and also 41.3% of them believe that it increases the stratification of society.

it’s affected their sense of enthusiasm, achievement, and motivation by 41.1%.

as for the hypotheses of the study, the results come as follows : there is a direct, statistically significant correlation between the average degrees of adolescent exposure to campaigns advertising for telecommunications companies and the average degrees of their awareness of the values in them, which mean, the more they increase the percentage of adolescents' exposure to advertisements, the higher their level of awareness of the values and behaviors that the content reflects.

there is a statistically significant correlation between the average scores of adolescents' perception of the presented values in advertising campaigns and the average scores of their attitudes towards Egyptian telecom companies.