فاعلية استخدام الشخصيات الرمزية في الإعلانات الصحفية : دراسة تحليلية على عينة من إعلانات الصحف

Abstract EN

This study aims to identify the content of press advertisements used for symbolic characters, to identify the different forms of symbolic personalities and to determine the purpose of their use in advertisements, to clarify the most types of symbolic characters used in press advertisements, to identify the advantages of their use in advertising, and to determine the type of advertising content advertised from goods, services, and social ideas in newspapers of the study sample used for the symbolic characters, with an explanation of the symbol that symbolic characters refers to in the advertisement.

The most important results of the study: 1- Most of the advertisements used for symbolic characters are colored in the three newspapers of the study sample, reaching 88.2% in Al- Ahram newspaper, 88.9% in Al-Akhbar newspaper, and 90/4% in Al-Gomhoria newspaper.

2- The increase in the percentage of commodity advertisements over the percentage of service advertisements used for symbolic characters in newspapers of the study sample.

3- The increase in the use of mental appeals more than emotional ones in advertisements used for symbolic characters of the study sample.

4- The public audience is the most common type of audience that was addressed in the three newspapers during the analysis period, reaching 67.7% In Al- Ahram newspaper, 59.2% in Al-Akhbar newspaper, and 76.1% in Al-Gomhoria newspaper.

5- Most of the advertisements used for symbolic characters with the product advertised in the newspapers of the study sample, in Al- Ahram newspaper by 94.1%, in Al-Akhbar newspaper by 100%, and 95.2% in Al-Gomhoria newspaper.

6- The largest percentage of the symbolic characters were in the form of animals, with 50% in Al-Ahram newspaper, 25.9% in Al-Akhbar newspaper, and38.1% in Al-Gomhoria newspaper.