صورة المرأة في الإشهار التلفزيوني و انعكاسها على الهوية الثقافية للمجتمع الجزائري من وجهة نظر الأفراد

Abstract EN

Cultural identity is considered as a composite system characterized by societies in terms of historical, cultural and social specificities, an entity that is constantly evolving for exposed cases of cultural penetration and acculturation at the internal and external levels.

The different media are factors influencing cultural identity and television through the luck programs of the foregoing, through advertising flashes.

And advertising as its technical process and image, it is at the same time a social process carried out by a group of actors to convert the message effect to the recipient, and so this intervention came in the Socio-anthropological study in Oran on a sample of community members of 100 units, adoption of the way the questionnaire.

The latter ains to highlight the viewpoint of the respondents on the impact of television advertising on cultural identity in Algerian society through the use of the image of women in advertising flashes one on this basis, the problematic question was as follows: What are the manifestations of the influence of television advertising – through the use of the image of women – on the cultural identity of Algerian society from the point of view of individuals? The influence of television advertising – through the use of women’s image – is reflected in the cultural identity of Algerian society in: • Changing the behavior of the members of Algerian society by gradually abandoning customs and tradition.

• Changing the women live by their tradition of exhibitors in advertising.

• These statements do not affect the cultural identity of Algerian society in any way