نوع المستند : المقالة الأصلية
المؤلف
دکتوراه في الآداب، علم اجتماع الأدب ودراسات المرأة، قسم الاجتماع - کلية الآداب – جامعة القاهرة
المستخلص
الكلمات الرئيسية
الموضوعات الرئيسية
عنوان المقالة [English]
المؤلف [English]
There is no doubt that, advertising is economic activity necessary for society. But on the other side, Lead to many problems. So Study of advertising and what it involves of values -which received by private individuals, especially young people - is very important.
This study kicked off the so-called "Anomie". Also the researcher analyze of advertising through the intertextuality.
Postmodern theory shows that if the capitalist planetary want to unify the style and the relations of production in the world, they promote them and announcing their goods, using local cultures to expand their markets and sells these cultures symbols as commodities.
Advertising have been chosen by the use of biased sample. And then the advertisements that are directed to children or take the child as a way of promotion have been chosen. As well as ads that takes from the tales of children or situations that may appeal to them a way to sell their products. And that through the choice of the Egyptian and Arab modern advertising. Our study will be limited to visual ads traded on television, and non-commercial ads will be excluded
It is clear that from the advertisements analysis: a culture that contradicts with the family bonding has been spread, that urges the recipient not to tender and captures the product alone, also upholds the selfishness and uses some vulgar words. In addition to promoting a culture of control among children. And merges between the Western and local cultures
الكلمات الرئيسية [English]
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