Persuasive Methods Used In the Charitable Foundations Ads Presented On Private Egyptian Satellite Channels Talk Shows and Public Attitudes Towards It.(Applied Study in the Theory of Planned Behavior)

doi:10.21608/zjac.2022.243451

Persuasive Methods Used In the Charitable Foundations Ads Presented On Private Egyptian Satellite Channels Talk Shows and Public Attitudes Towards It.(Applied Study in the Theory of Planned Behavior)

Document Type : Original Article

10.21608/zjac.2022.243451

Abstract

Persuasive Methods Used In the Charitable Foundations Ads Presented On Private Egyptian Satellite Channels Talk Shows and Public Attitudes Towards It.(Applied Study in the Theory of Planned Behavior)
Reham Marzouk Ibrahem Marzouk Abd Eldaim[†]
Radio and Television Department, Faculty of Islamic and Arabic Studies for Girl,Al-Azhar University,Cairo,Egypt.
ryham.marzouk@azhar.edu.eg Email :
Zainab Saleh Abd Elfadeel Gad
Email: zainabgad2787.el @azhar.edu.eg
Public Relation and Advertising Department, Faculty of Islamic and Arabic Studies for Girl,Al-Azhar University,Cairo,Egypt.
Abstract:
The aim of the study was to monitor the persuasive methods used in Charitable Foundations Ads on private Egyptian satellite channels talk shows as well as to identify public's attitudes towards it. The current study is based on the survey method, and the sample of the analytical study was represented by the “Ask with Doaa” program and the “Ama Baad” program. The field study was also conducted on a deliberate sample of 400 individuals who viewed the charitable foundations ads presented on private Egyptian satellite channels talk shows. The analytical study produced a number of findings, including: The strategy of “inveigling” came at the forefront of persuasion strategies, followed by the “motivation” strategy, and then the strategy of “advertising orders”. Together, the two persuasion methods came at the forefront of the persuasion methods used in charitable foundationsads presented on talk shows, followed by emotional, then logical. The field study produced a number of findings, including: The results of the study indicated that the intensity level of the Egyptian public's exposure, study sample, to the charitable foundations ads presented on talk shows was at the low, the medium level, and then the high level. The responses of the sample members on the scale of attitudes towards charitable foundationsads were generally positive, followed by neutral, then negative. The high measure of behavioral intentions associated with viewing the charitable foundations ads came to the forefront, followed by the medium, and then the low. Confidence came to a medium degree at the forefront of the levels of public confidence in the charitable foundations ads presented on talk shows, followed by high confidence, then weak confidence, followed by very high confidence, and finally distrust.
Keywords:Persuasive Methods,Charitable Ads,Talk Shows, Attitudes.

[†]Correspondent author e-mail.

Keywords

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