التحولات الاقتصادية و انعكاساتها على أنساق القيم الاجتماعية و الثقافية في مضامين إعلانات الطريق

Abstract EN

This study aims at evaluating social and cultural values which are reflected in outdoor advertising in connection with the current economic changes resulting from the free market policy and the influence of international investments.

The importance of this study is witnessed in evaluating the impact of outdoor advertising in connection with the current economic changes resulting from the free market policy and its influence on real social and cultural Sudanese values.

It also contributes to the development of awareness of the concerned authorities and advertising bodies.

The said economic changes are accompanied by the reflection of the concepts of outdoor advertising messages, which are so huge due to the fact that they reach every single person in the society, hence affecting him largely.

The researcher chose a study sample from outdoor advertisements in the capital city Khartoum.

The researcher applied the descriptive analytical approach.

The most important result reached by the researcher is that the reflection of the economic globalization witnessed in choosing modern advertising styles, because of the versatility and increased potential revenue of modern signs, to achieve the greatest part in the market, aiming mainly to realize the greatest profit possible.

This trend represents 63,8% of the total advertisements in the study sample.

Advertisements showing positive values urging for positive behavior is estimated by 23,5% and 12,7% of the total advertisements in the study sample showed no clear orientation.

In the light of the above mentioned results, the researcher 1advised that advertisement should be subjected to more control by the concerned authorities and advertising bodies, to guarantee that the advertisement messages should respect the basic human values.

Further, advertising should not reflect price wars and uncontrolled competition between advertising companies.

The researcher also advised that globalization should be tackled in a manner that does not destroy the indigenous social system in an attempt to acquire high revenues.

The national identity with its specific values and standards should not be dissolved in an international identity with completely different values and standards.