توظيف فن الخداع البصري في الإعلانات الرقمية عبر وسائل التواصل الاجتماعي: دراسة تحليلية | ||
| مجلة البحوث الإعلامية | ||
| Volume 76, Issue 3, October 2025, Pages 2309-2426 PDF (14.16 M) | ||
| Document Type: المقالة الأصلية | ||
| DOI: 10.21608/jsb.2025.424143.1981 | ||
| Author | ||
| روان محمد محمود علي* | ||
| المعهد التكنولوجي العالي للإعلام بالمنيا | ||
| Abstract | ||
| هدفت الدراسة إلى التعرف على توظيف فنون الخداع البصري في الإعلانات الرقمية من خلال إعلانات التواصل الاجتماعي، واعتمدت الدراسة على منهج المسح بالعينة، وتمثلت عينة الدراسة في عينة عمدية مكونة من أربعة إعلانات لأربع شركات (We – Orange – Vodafone – Etisalat & and) خلال شهر رمضان 2025م، وذلك بالاعتماد على أداة تحليل المضمون ونظرية خداع الأشخاص. وتوصلت الدراسة إلى عدة نتائج أبرزها: أن الإعلانات التي شملتها العينة تستخدم عديدًا من فنون الخداع البصري لجذب انتباه المتلقي، وإثارة اهتمامه بالمنتج أو الخدمة، ومن ثم التأثير على الجمهور المستهدف على اختلاف أنواعه، وكان التركيز في الإعلانات التي شملتها العينة على الخداع البصري عن طريق الحركة، واستخدام الألوان وتداخلها وتباينها، وتوصلت إلى أن الإعلانات التي تعتمد على الخداع البصري تستخدم استمالات عاطفية أكثر من اعتمادها على الاستمالات المنطقية، وهو ما يتوافق مع هدف الخداع البصري الذي يثير العاطفة أولًا، وطبقًا لنموذج الخداع اللاواعي فإن خطوط العاطفة تتصل بخط الإقناع في توجيه السلوك العقلاني، وهو ما يعكس دور العاطفة باعتبارها «المراقب» في عملية صنع القرار. | ||
| Keywords | ||
| الخداع البصري; الإعلانات الرقمية; نظرية خداع الأشخاص; وسائل التواصل الاجتماعي | ||
| References | ||
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