الإعلان التليفزيوني و قيم المجتمع السعودي : دراسة تطبيقية على سكان مدينة جدة

Abstract EN

This research addresses the relation between T.V.

advertising and Saudi's societal values.

Hence the study analyzes the demographic, economic, social and cultural characteristics of T.V.

advertising viewers.

Moreover, it intends to identify the positive and negative utilities of T.

V.

advertising in the Saudi society.

In addition, this study shed the light on the magnitude of T.V.

advertising's impact on Saudi child.

Lastly, the study seeks to explore the opinion of a population's sample regarding the functions carried out by T.V.

advertising and how to modify.

The research is confined specially to Jeddah city's population and demographically on Saudi citizens.

The size of the sample was 550 individuals drawn from Saudi households.

The study has considered the family head as its sample unit.

The research concludes that T.

V.

commercial advertising affects the culture, values, traditions, and customs of society and that advertising act upon children's socialization; and influences of the public taste in the different levels.

In addition, the research discloses that there is a more or less general consensus regarding reconsidering commercial advertising with respect to its content and personnel.