العلاقة بين دراما الموقف القصيرة "Vignette" في الإعلانات التلفزيونية و الاستجابة العاطفية للمستهلك : دراسة تحليلية

Abstract EN

Nowadays the Arab world is witnessing a new kind of interference between television advertising and the drama series.

advertisement discuss important topics depends on dramatic events contain scenario, dialogue, and actors that affect consumers behaviors.

vignette is a new term of short drama, which has become widely used in many Egyptian TV advertisements, to create effective ads that require much more than just getting a great product or a smart logo, but rather to create an emotional connection between the product and the consumer to encourage their response and change their behavior.

from this point view the importance of this study lies on the need to find out the main roles of the short drama vignette in TV advertising, and its impact on customers to recalls adver-tisement to changes their emotional and behavioral responses then their desire to buy.

the research used the descriptive and analytical approach applied on a sample of the most important short dramatic television advertisements that broadcasted in the period between 2017 to 2020, specifically in Egypt, where it was observed that the concept of short drama vignette was linked to advertisements during the holy month of Ramadan in particular.

the sample was tested on 100 random participants of both sexes.

the results of the study showed: the he importance of using this type of advertising to satisfy the audience's thirst for drama, the need to increase the advertisers' awareness of the ability of short drama to emotionally affect the recipients, as well as the role of short drama in the credibility of delivering the advertising message in a light framework and multiple situations that help to remember and recall the advertisement.

the research concluded the role of short dramatic stories in advertising to create sympathy of advertising and to influence the behavior of viewers.