إدراك الجمهور المصري لأساليب الخداع الإعلاني للمنتجات التجارية في التلفزيون و تأثيره على قرارات شراءها

الملخص EN

The study seeks "to identify the extent of public awareness of the methods of advertising deception of commercial products and the impact of this on the purchasing intentions of them to purchase those products.

This study belongs to descriptive studies, and it relied on the survey method of the sample, and the study sample was represented in a sample of the general public from the age group of 15 years or more, male and female, it was randomly selected from the Cairo and Dakahlia governorates, which consisted of 300 singles followers of advertisements through the visual media.

The Study concluded to the following results:
1-Television came on top of the media outlets through which respondents follow commercial advertisements with an average of 2.76.

2- 91.3% of the sample said that there are differences for TV advertisements shown in the current period completely from previous years, while 8.7% of them see that there are some differences, not total differences.

3- 88.3% of the respondents were exposed to advertising deception of commercial products, and 70.7% of them said that they are somewhat aware of advertising deception methods, and 20.3% are well aware of them, while 9% said that they do not.

4- In the forefront of the methods of deception used by advertisers, they include advertisements for positive aspects without negativity, and the first methods of deception were with an average of 3.00 arithmetic, and in the second place the sample members see that advertisers rely on the method of advertising fake products that do not exist to attract the attention of the public.

5- The study concluded that advertising deception greatly affects the purchasing intentions of the public in purchasing goods advertised on satellite channels.