الفهرس | يوجد فقط 14 صفحة متاحة للعرض العام |
المستخلص The problem of the Study (research) The problem of the study is crystallizing in the attempt to identify the role of the Internet advertisings in forming and reinforcing the social values over university youth through the interest in analyzing the valuable content for those advertisings. The objectives and inquiries of the study: a- Identifying the most important used advertising forms, the types of the goods, the contents, lobbying, the attractions, monitoring the gestures and the implicit and explicit references, the refrains which the internet ads reflect, the social values patterns in the internet ads, the ads which are presented more for the purpose of determining the symbols and influence factors which the ads use in influencing the values for the youth who use the internet. In order to achieve that objective , the following inquiries have been presented: 1- What are the most used methods of marketing on the internet, advertisers, the nature of the goods and the services advertised? And what is the ads character, the nature of the pictures, ads characters, and technical templates and used language? 2- What is the nature of the lobbying and persuasive tendons, the implicit and explicit references which the internet ads contain? b- To recognize value patterns which Internet advertisings contain in the light of what advertisings promote to different life styles see to spread a culture that supports the consumption behavior and individual values to achieve this aim , the following questions had been raised : 1- What are the patterns of the values which the internet ads contain generally and the social values specifically? 2- Do the Internet advertisings tend to raise Consumer values among young people by promoting luxury goods to essential services for young people by including ads on attractive and interesting effects and being on technological and accurate media? c- To recognize how does youth use the internet and what are the motives of this use the internet, considering it as anew communicational channel that record increasing spread rates regarding what distinguishes it of abilities that exceed other traditional means and the vast ability of this means to fulfill certain needs regarding the active audience who can choose the means which satisfies its needs this aim is achieved through the answer of the following questions: 1. What is the direction of the youth towards the Internet in general, and using them as a mean of advertising in particular? 2. What are the advantages of internet advertising compared with othrt means of advertisements? 3. What is the influence of demographic and social factors for the respondents on watching the Internet advertisings, trusting them and buying their products? 4. What are the most important preferred sites to see advertising, and what are the attraction elements to see them, what are the most important goods & services that are purchased through them? 5. To what extent do the motives of university youth differ towards internet advertisings? 6. What is the direction of the youth towards the Internet advertisings and the gratifications realized from using them as a mean of advertising from their point of view? d- Indentifying the role of the internet ads and their ability to contribute to implement some patterns of social values (positive and negative) when youth are exposed to internet ads. according to that objective, the following inquiry has been presented: 1. Is the frequency of exposing the youth to the internet ads leads to the consecration of some of the social values whether they are positive or negative? And what are those values? The Theory: The study uses the usages and gratification approach which focuses on the concept of the active public who search for the mean and the meaning which they are supporting, as the active public know what they want before heading to it. Thus, it can be said that heading the university students to the internet is an action that is easy to explain its motives by the user himself. In addition, the motive is the need of the gratification and that need has the effect in directing the behavior. Moreover, the theory of globalization. The Methodological Framework of the study: This study belongs to the descriptive analytical studies which rely on the method of surveying, using the content analysis application form in characterizing the content of the internet ads in the terms of the form and content over a group of ads presented through the following advertising sites: www.mazzika.com / www.felobjective.com www.masrawy.com / www.elmohet.com www.cinema.com also by using the questionnaire newspaper which was applied through the personal interview over a sample of 240 young student from Ain Shams University and the American University in order to become acquainted with the opinions and trends related to the subject of the study. The Results of the study: 1. The fixed ad is shown as the most important advertising forms which advertisers prefer for presenting the goods and services for the public. the direct ads was the most used technical forms in presenting the ads . The private sector achieved a greater degree than the other sectors in representing the good and services ads. 2. Most ads used refrains in order to remember the ad easily and also they used 3D effects as one of the attractions. 3. The desire to possess appears as the most important persuasive tendons used in the ads. Moreover, most of the ads used emotional grooming, perhaps this goes to the fact that the Egyptian people get affected by attitudes that have passionate impact and have a significant impression on them. 4. Ads tend to use unknown figures in presenting the advertisements, Perhaps this is due to their closeness to the viewer and thus bringing about the desired effect. 5. Commodity ads have got a greater percentage than the services advertising and food commodities occupied the first rank in terms of the quality of goods advertised. 6. The negative social values are the most visible in the ads than the positive social ones. 7. Entertainment consumption comes as the most important factor for emerging the negative values, however as for the positive values, they were the most representative of helping others. 8. More than half of the research sample assured that they’re watching some online advertising, that reflects a rise in the proportion of viewing the Internet advertising, and the most important motives for watching the ads are to see what is new in the goods and services. The research sample individuals preferred the companies’ websites as the best sites to see ads. 9. The results of the study show that the direction of the research sample towards the Internet advertising was positive as positive phrases won the first ranks in their answers and the phrase (the content that these internet advertising present reflect a realistic image of the society in which we live), followed by (internet advertising are presented in an impressive way and contain new ideas) , that reflects the importance of design in attracting young people to see the ad 10. Regarding the gratifications realized from watching Internet advertising, it is apparent that guideline content gratifications came at the top of gratifications realized as a result of the use of the Internet and by that it is superior to the Social gratifications. |