الإعلان الإرشادي في القنوات الفضائية الليبية وآراء الجهور نحو ترشيد الاستهلاك

Abstract

Abstract:

This research aims to identify some of the objectives that address the advisory advertisement broadcast by Libyan satellite channels and the opinions of the Libyan public regarding its impact on rationalizing their consumption, as well as determining its credibility, viewing patterns, information modernity, and the use of demographic variables measurement according to the hypotheses set by the researcher. The research relied on the media survey method and the use of a questionnaire form to obtain information from the respondents. The sample included 240 individuals in a random manner. The research reached the most important results, which are as follows:-

- The results showed that the effectiveness and attractiveness of the advisory advertisement broadcast by Libyan satellite channels sometimes weakened the promotion of awareness of sustainable consumption and the promotion of positive advertising that contributes to rationalizing consumption and encouraging healthy practices that preserve natural resources in society.

- The results proved that the preferred advisory advertisement among the respondents was maintaining health because it is important to promote healthy behavior and awareness of the dangers of diseases, which helps reduce health costs, followed by rationalizing electrical energy.

- The impact of the advisory advertisement broadcast by Libyan satellite channels about rationalizing consumption was average according to the respondents' viewpoint at a rate of 49.2%, approximately half of the sample.

- The study proved the existence of a relationship between viewing and the impact of the advisory advertisement broadcast by Libyan satellite channels, contrary to the data and demographic characteristics that indicated no relationship between them and viewing or impact.

Keywords: Advisory advertisement - Libyan satellite channels - rationalizing consumption