الممارسات السلبية للمعلنين بين الخداع والتضليل .. التأثيرات والقوانين المنظمة | ||||
مجلة العمارة والفنون والعلوم الإنسانية | ||||
Article 37, Volume 5, Issue 23, September 2020, Page 687-720 PDF (1.83 MB) | ||||
Document Type: المقالة الأصلية | ||||
DOI: 10.21608/mjaf.2020.19661.1386 | ||||
View on SCiNiTO | ||||
Author | ||||
محمد مختار متولى ساطور | ||||
قسم الإعلان، کلية الفنون التطبيقية، جامعة حلوان، مصر. قسم الإعلام، کلية الآداب والعلوم الاجتماعية، جامعة السلطان قابوس، سلطنة عمان. | ||||
Abstract | ||||
ملخص: يلعب الإعلان دور حيوي في الحياة اليومية، حيث يقوم بتعريف الجمهور بالمنتجات والخدمات الجديدة، إلا أن بعض المعلنين يمارسون الخداع والتضليل في إعلاناتهم بهدف تحقيق مکاسب مادية کبيرة دون أي أدنى اعتبار لمصلحة الجماهير. فالبعض يستخدم منطقة اللاشعور واللاوعي للسيطرة على سلوک الجمهور بشکل غير مرئي. والبعض الآخر يتمادوا ويتجاوزوا کل الحدود في صياغة رسائلهم الإعلانية، عن طريق برمجة الجمهور بزرع معتقدات جديدة خاطئة تعمل لصالح المعلنين. بالإضافة إلى استخدام الجنس بکثرة في الإعلانات، للتأثير على الجمهور، حتى لو کان المنتج أو الخدمة بعيد عن منطقة الجنس أو ليس له علاقة به. تعمل الإعلانات الخادعة والمضللة على التغيير السلبي لقيم المجتمع، وکذلک تغيير أنماط الحياة البشرية. تؤثر الإعلانات الخادعة والمضللة بشکل کبير في المجتمع، عن طريق فرض وتعظيم الأعباء الاستهلاکية، وإهدار الکثير من الأموال، وتصدع البنية المجتمعية، لما تسببه بعض الإعلانات في تقسيم فئات المجتمع إلى طبقات، کما أن بعض الإعلانات تقتحم الجو الأسري بلا استئذان معلنة عن منتجات وخدمات تتجاوز الذوق العام والحياء الاجتماعي، وبعض الإعلانات تقدم صور خيالية لواقع افتراضي غير موجود، فأصبح وعي وإدراک الجمهور يصاغ من قبل قلة من صناع الإعلام والإعلان. الکثير من الدول لم تدرک البعد الخاص بالخداع والتضليل في الإعلان، بل ولم تتعرض له قانونيا بالقدر الکافي، والذي قد يحمي الجمهور من الممارسات السلبية للمعلنين. وتوصي الدراسة بضرورة تدريس مقرر أخلاقيات العمل الإعلاني في کليات تصميم الإعلان والفنون والإعلام. وإصدار قوانين مشددة وصارمة من قبل الحکومات تجاه المعلنين الذين يستخدمون الخداع والتضليل والتدليس في رسائلهم الإعلانية. وضرورة إصدار الدول لقوانين تنظيم النشاط الإعلاني للحد من تأثيرات الإعلانات الخادعة والمضللة.. الکلمات المفتاحية: الإعلان، الخداع، التضليل، التأثيرات، القوانين. | ||||
Keywords | ||||
الإعلان; الخداع; التضليل; التأثيرات; القوانين | ||||
Supplementary Files
|
||||
References | ||||
المراجع المراجع العربیة:
Al-Mukhlif, Fawzi Yousef. Misinformation and Advertising Fraud .. Reality, Impact and Hoped, Al Ain, UAE, Dar Al-Kitab Al-Jamaai, 2017, pp: 97-98, 102-103, 209-219.
Shiller, Herbert A. Minds Manipulators, Kuwait, World of Knowledge Series, National Council for Culture, Arts and Literatures, 1999, pp. 5, 16, 171, 186.
Al-Razi, Mohammed bin Abi Bakr bin Abdul Razzaq. Mokhtar Al-Sahah, Kuwait, Dar Al-Resala, 1983, pp: 209.
Holliard, Robert. Writing for Modern Radio Television, Gaza, Translated by Mo'ayad Hassan Fawzi, Dar Al-Kitab Al-Jamaai, 2008, pp. 101-102, 152.
Mills, Harry. The Art of Persuasion, Riyadh, Jarir Bookstore, 11th Edition, 2009, pp: 165.
Raouf, Zainab. Technical Methods in the World Wide Web, Baghdad, University of Baghdad, Unpublished Master Thesis, College of Mass Communication, 2005, pp: 11.
Al-Rizo, Hassan Muzaffar. Media Information Warfare, Model of Dealing with Hot Vocabulary, Beirut, published in The Picture Revolution Book Media Scene, Space of Reality, First Edition, Center for Arab Unity Studies, 2008, pp: 129.
Azzam, Zakaria Ahmed Ezz, Sheikh, Mustafa. The Age of Advertising, Amman, Dar Al-Fikr, 2015, pp. 23.
Al-Dulaimi, Abdul Razzaq. Advertising in the 21st Century, Amman, Dar Al Yazordi Scientific Publishing and Distribution, 2015, pp. 65, 69-70.
Al-Ghanmi, Abdul Jabbar Mandil. Advertising, Amman, Dar Al Yazordi Scientific Publishing and Distribution, 2013, pp. 22-24, 62-66, 104.
Al-Zu'bi, Ali Falah, Abu Nabaa, Abdul Aziz Mustafa. Effective Advertising Engineering, Al Ain, UAE Dar Al-Kitab Al-Jamaai, 2014, pp. 102-104.
Abdul Rahman, Awatif. Media Dependency in Third World Countries, Kuwait, Knowledge World Series, No. 64, National Council for Culture, Arts and Literatures, 1984, pp. 78-89.
Brian Key, Wilson. The Subtleties of Sexual Exploitation in the Media, Damascus, translated by Muhammad Al-Waked, Publisher: Safahat for Studies and Publishing, 2008, pp: 24-25, 37-50, 71-97, 107-109, 126, 247.
Saleh, Suliman. Media and Mental Image Industry, Kuwait, Al-Falah Library for Publishing and Distribution, 2005, pp. 184-185.
Hill, Michael. The Impact of Information on Societies, Abu Dhabi, First Edition, Emirates Center for Strategic Studies, 2004, pp. 220-230, 232-233.
Al-Abaji, Saja Fattah Zidan. The Clash of Civilizations and the American Media Employment of September 11, 2001, Iraq, Unpublished Master Thesis, Faculty of Political Science, University of Mosul, 2012, p. 119.
Snow, Mai Abdullah. The Problem of Media and Communication Sciences, and its Implications on The Reality of Arab Research, Beirut, Lebanon, published in the Book Picture and the Media Scene and Space of Reality, the First Edition, Center for Arab Unity Studies, 2008, pp: 87.
Hashem, Zaki Mahmoud. Public Relations: Principles and General Concepts, Kuwait, First Edition, 1990, pp. 27-29.
Al-Bakri, Ayad Shaker. Space Station War 2000, Jordan, First Edition, Dar Al-Shorouk for Publishing and Distribution, 1999, pp. 257.
Al-Nasery, Salam Khatab. Media and American Foreign Policy, Tripoli, Lebanon, First Edition, Garas Press, 2000, pp. 153.
Al-Kady, Samah. Reality Television and Dissemination of Consumer Culture - An Empirical Study - Damascus University Students as a Model, Jordan, Master Thesis, Unpublished, Faculty of Mass Communication, Middle East University, 2009, pp. 104-123.
Al-Sarayrah, Mohamed Najib. Issues in International Media, Jordan, Al-Raed for Publishing and Distribution, Amman, 2013, pp. 113-114.
Al-Qadri, Nhond Issa. Reading in the culture of Arab satellite channels, Beirut, Lebanon, First Edition, Center for Arab Unity Studies, 2008, pp: 119.
Mashaqba, Ali Rashid Ali. The Effect of Advertising on MBC Satellite Channels on Consumer Behavior in Jordan, Jordan, Master Thesis, Faculty of Mass Communication, Middle East University, 2008, pp. 108.
Amin, Galal. The Age of the Great Masses, Cairo, First Edition, Dar El Shorouk, 2005, pp: 96.
Al-Saifi, Hassan Niazi. Elite Attitudes Towards the Ethics of Advertising in Private Arab Satellite Channels, Cairo, Conference on Media Ethics and Advertising, Al-Nahda University and the Arab Council for Moral Education, March 2009, pp. 92, 169-194.
Hassan, Fatima Shaaban Mohamed. How Youth See the Ethics of Advertising Practice, Cairo, Conference on Media Ethics and Advertising, Al Nahda University and Arab Council for Ethical Education, 28-29 March 2009, pp. 247-249.
Alawneh et al., Hatem. The Role of TV Ads in the Socialization of Preschool Children, Jordan, Yarmouk Research Series, October 2011, pp. 2056-2057.
Al-Mashadani, Saad Salman. TV Advertising and its Impact on the Public, Jordan, First Edition, Osama Publishing and Distribution House, 2012, pp. 47.
Al-Hamamy, Samah. Artistic and Expressive Values in TV Advertising, Journal of the Arab Broadcasting Union, No. 1, 2007, pp. 12-14.
Masood, Al-Mouaz. The Implications of the TV Advertisement, Tunisia, Journal of the Arab Radio Union, No. 4, 2009, pp. 6-9.
Azi, Abdul Rahman. Media Time and Social Time, Beirut, Arab Future Magazine, Center for Arab Unity Studies, No. 321, 2005, pp. 78-97.
Al-Jamal, Rasim Mohammed. Communication and Media in the Arab World, Beirut, Third Edition, Center for Arab Unity Studies, 2004, p. 249.
Ismail, Mohamed Hossam Eldin. Image and Body: Studies in Contemporary Media, Beirut, First Edition, Center for Arab Unity Studies, Beirut, 2008, pp. 58-59.
Amin, Galal. The globalization of oppression .. The United States, Arabs and Muslims before the events of September 11, 2011, Cairo, the first edition, Dar El-Shorouk, 2005, p: 205.
Al-Salmy, Ali. Ethical Aspects of Advertising, Cairo, Media Ethics and Advertising Conference, Al-Nahda University and Arab Council for Ethical Education, 28-29 March 2009, pp. 16.
Yousef, Ahmed Mahmoud. The causes of audiovisual pollution and its relationship with advertising and media, Cairo, Conference on the Ethics of Media and Advertising, Al-Nahda University and Arab Council for Ethical Education, March 2009, pp: 96-99.
Abdul Hamid, Shaker. The Age of Image, Kuwait, Knowledge World Series, National Council for Culture, Arts and Literatures, 2005, pp. 4-5.
Al-Shamas, Issa. The effect of foreign satellite channels in youth, a field study on students of the Faculty of Education, Damascus University, Damascus, Damascus University Journal, Vol. 3, No. 2, 2005, pp. 19, 39.
Kelch, Frank. The Infomedia Revolution, Kuwait, translated by Hussam al-Din Zakaria, Knowledge World Series, National Council for Culture, Literature and Arts, 2000, pp. 361.
Al-Rifay, Mohamed Khalil. The Role of Media in the Digital Age, Damascus, Damascus University Journal, Volume 27, First and Second Issues, 2011, pp. 730-734.
Al-Nasery, Salam Khatab. Media and its Contemporary Issues, Tikrit, First Edition, Al-Hadaf Center, 2008, pp: 194.
Shenouda, Naji, and Gado, Omaima Mounir. Educational Content in the Dubbed Drama .. Reading in the Turkish and Korean Model, Conference on Media Ethics and Advertising, Al-Nahda University and the Arab Council for Moral Education, Cairo, 28-29 March 2009, pp: 107.
Murad, Barakat Mohamed. Globalization, Image and Identity Enhancement, Jordan, 12th Philadelphia University Conference, Jordan, 1-3 November 2007, pp. 3-4.
Kidder, Matthew. Advertising and Translation, Translation by Elias Hassib, Baghdad, first edition, Dar Al-Ma'moun for Translation and Publishing, 2011, pp: 117.
Abdel Karim, Amr Mohamed Sami. International Declaration and the Arab Declaration between the Technical Gap and Social Controls, International Conference of the University of Bahrain, 7-9 April 2009, pp. 251-252.
Al-Qadri, Nhond Issa. Reading in the Culture of Arab Satellite Channels .. Stand on the Frontiers of Disassembly, Damascus, First Edition, Safahat for Studies and Publishing, 2013, pp: 134, 164.
Yassin, Sabah. Media and Value Format Domination of Power, Beirut, First Edition, Center for Arab Unity Studies, 2006, pp. 42.
Al-Hadidy, Mona Said, and Ali, Salwa Imam. Advertising .. Foundations .. Means .. Arts, Cairo, the Egyptian Lebanese House, 2005, pp: 252-261.
Al-Hadidy, Mona. Advertising, Cairo, Egyptian Lebanese House, 2002, pp. 159-169.
Muhana, Feryal. Television Advertising and Legislation in Current Societies, Egyptian Journal of Media Research, Faculty of Mass Communication, Cairo University, Issue 5, January - April, 1999, pp. 43, 92.
Al-Anaad, Abdul Rahman Hamoud. Advertising Campaign Planning, Riyadh, Publisher: Authors, Second Edition, 1993, pp. 330-332. 53. فهیم، ریهام محمد " القیم الجمالیة والتشکیلیة للإعلانات المجسمة وأثرها على البیئة والمجتمع" مجلة العمارة والفنون والعلوم الإنسانیة العدد5 53. fihym , ryham muhamad "alqym aljumalyt waltshkylyt lil'iielanat almujsimat wa'athariha ealaa albyyat walmjtme" majalat aleamarat walfunun waleulum al'iinsaniat aleadad 5 54. السعید ،سمر هانی " الصدمة فی إعلان الخدمات العامة" مجلة العمارة والفنون والعلوم الإنسانیة العدد8 54. alsaeyd ,samar hany " alsadmat fy 'iielan alkhadamat aleama" majalat aleamarat walfunun waleulum al'iinsaniat aledd8 المراجع الأجنبیة:
المواقع الإلکترونیة:
https://ar.wikipedia.org/wiki/%D8%AE%D8%AF%D8%A7%D8%B9
http://www.arabnet5.com/articles.asp?%CA%C3%CB%ED%D1-%E6%D3%C7%C6%E1-%C7%E1%C5%DA%E1%C7%E3-%DA%E1%EC-%CA%D1%C8%ED%C9-%C3%C8%E4%C7%C6%E4%C7=0&c=2&articleid=13633
https://www.alukah.net/web/rommany/0/23268
http://www.odabasham.net/مقالة/47749-أثر-الدعایة-والإعلان-على-المستهلک
https://annabaa.org/nbanews/2012/02/337.htm
https://www.alukah.net/culture/0/52267
https://site.eastlaws.com/GeneralSearch/Home/ArticlesTDetails?MasterID=2239&related
https://www.shorouknews.com/news/view.aspx?cdate=28032017&id=bd58dd70-8056-4388-b816-8dfb635c1ee2
https://www.almasryalyoum.com/news/details/1234731
https://www.omaninfo.om/files/Rules/2.pdf
https://omaninfo.om/files/Rules/1.pdf
http://nmc.gov.ae/ar-ae/E-Participation/Pages/publications.aspx
| ||||
Statistics Article View: 1,128 PDF Download: 842 |
||||