طروحة (دكتوراه)-جامعة القاهرة، 2016.

ببليوجرافيا: صفحات 247-268.

التليفزيونى فى القنوات الفضائية العربية بالإضافة إلى معرفة العوامل المؤثرة فى مصداقية الإعلان التليفزيونى من وجهة نظر الجمهور المصرى: و كذلك استطلاع آراء الخبراء أساتذة الإعلان فى الجامعات المصرية و العاملين فى وكالات الإعلان حول مصداقية الإعلانات التليفزيونية بالقنوات الفضائية العربية و العوامل المؤثرة فى تلك المصداقية: و اعتمدت الدراسة فى إطارها النظرى على "النموذج البنائي لمستويات المصداقية". و كانت أهم نتائج الدراسة: كانت معتقدات الخبراء سلبية حول الإعلانات التليفزيونية بالقنوات الفضائية العربية: بينما كان اتجاه الخبراء إيجابياً نحو الرقابة على الإعلانات التى تبثها تلك القنوات: حيث أيد الخبراء ضرورة أن تكون المنتّجات المُعلَّن عنها بالفضائيات مطابقة للمواصفات و أن تكون التشريعات و القوانين الحكومية أكثر صرامة لحماية المستهلكين من الإعلانات المضللة. و أشارت نتائج الدراسة المسحيّة للجمهور العام إلى أن متابعة المبحوثين للإعلانات التى تبثها القنوات الفضائية العربية هى متابعة متوسطة: و أن أكثر سبب أعطاه المبحوثون لمشاهدة الإعلانات هو "تمضية الوقت فى انتظار البرنامج التالى، و أوضحت النتائج أن أفراد الأسرة جاءوا كأهم مصادر المعلومات عن المنتّجات والخدمات حسب الثقة بها من جانب المبحوثين تليهم الإعلانات التليفزيونية: و كانت أكثر القنوات الفضائية العربية محل ثقة المبحوثين فيما تقدمه من معلومات فى إعلاناتها هى "سى بى سى" و "أم بى سى" و "الحياة" و "النهار" و أم بى سى مصر

The study explored the purchasing attitudes of the Egyptian audience and their relationship to the credibility of television advertising in the Arab satellite channels in addition to the factors affecting the credibility of the television advertisement from the point of view of the Egyptian audience, as well as survey professors of advertising in Egyptian universities and experts working in advertising agencies about the credibility of TV ads and the factors influencing that credibility, the study depends on The Structural Model of Credibility Levels as a theoretical framework.The study consists of five chapters: the chapter of the methodological framework, the chapter of the theoretical framework, the chapter of the factors affecting the credibility of TV advertising, the chapter of the importance of television as an advertising medium, and the chapter of the results of the study. The most important results of the study are: Negative Experts beliefs about TV ads in the Arab satellite channels, while the attitude of experts is positive about censorship over the advertisements broadcasting by those channels, Experts confirmed the importance of the products advertised to be as requested and that government legislation and laws are more stringent to protect the consumer from misleading advertising. The results of the survey for the Egyptian audience indicated that the more reason given by respondents to watch the ads is to "pass the time waiting for the next program", and results showed that family members came as the most important sources of information on products and services by confidence on the part of respondents, followed by TV ads, and the most Arab satellite channels replace the respondents confident in the information provided in their advertisements were "CBC", "MBC", "Al Hayah", "Al Nahar", "MBC Masr". Results of testing hypotheses indicated that whenever the attitude of respondents is positive towards the credibility of TV advertising: the more their purchasing attitudes are positive towards the products advertised, the more motivation to buy the product advertised increased, the more positive their attitude towards the use of stars and celebrities, the more positive their attitude towards the brand, the more positive their attitude towards the satellite channels that broadcast ads, the more positive their attitude towards censorship on advertising.
Respondents considered that the use of stars and celebrities and brand advertised and satellite channels that broadcast ads and censorship on advertising are factors of the credibility of TV advertising, while respondents could not determine their attitude towards the role of prior experience to goods and services advertised as one of the factors affecting the credibility of TV ads.
The results showed lack of difference in the attitude of the respondents about the credibility of TV advertising depending on gender or age, and respondents with less education were the most ratifications of the TV ads compared to the above-educated who were the least credence to the TV ads, and the results indicated that the higher the socio-economic level rose for the respondents, the less believe for TV ads.

صدر أيضًا كقرص مدمج.

النص بالعربية والملخص باللغة الإنجليزية والعربية.