البنية الدرامية والجمالية للإعلان التلفزيوني: إعلان شركات الاتصال نموذجا

Abstract EN

TV advertising is a purposeful and intended communication message that seeks to convince the audience and satisfy their needs by presenting the product in a way that achieves attraction, suspense and influence, and its idea must reach the target age levels, to achieve a high degree of communication through image movement, embodiment of positions and strength of credibility.

Therefore, the researchers believes that the process of making and directing television advertising must be subject to dramatic, aesthetic and intellectual values, and from here came the research questions about how to build television advertising, both dramatic and aesthetic.

What is the role of visual and audio signs in delivering the advertising message and influencing the recipient? The researchers chose the annual advertisement for each of: The researchers chose the annual advertisement for each of:
- Zain Communications Company (God does not forget us) for the year 2020.

Vodafone Communications Company (our pride) for the year 2020.

To find out how to employ the dramatic and aesthetic structure in them to achieve the desired goal of the advertisement.

The research showed that the relationships and the visual and audio elements employed in television advertising are effective factors for providing levels of functional and aesthetic performance, in order to achieve psychological responses that the recipient may take towards the advertising message.