Values in TV advertising and directing the consumer behavior of individuals A field and analytical study of a sample of Channel One advertisements (terrestrial)

Abstract

Media contents, especially advertising messages, have come to present parallel values, even if we do not say opposition to the values of society, as we find that advertising plays a major role in changing habits more than creating desires, although the beginning is always by creating changes in behavior, clothing, taste, food habits, and so on. However, it quickly turns to affect basic behaviors such as the power structure in the family, the role of individuals as primary consumers in society, and different models of ethics and values for achievement in society. Consumption stems from the idea of social change and the individual’s shift towards consumption. And its interior is based on a massive change in values and morals, where advertising uses values as advertising stimuli through which it influences the consumer, and among these values we find: individuality, fun and spirit of youth, freedom and freedom, consumer values, ease of life, as advertising presents the problems of life, happiness and misery. The solution is presented in a simple answer by consuming specific products, where the consumer does not buy the product subject of advertising, but buys a mental image that gives a sense of the basic value of this product, gives him the price. Birth instead of misery, success instead of failure, life instead of death, distinction and self-fulfillment” (2)... In this regard, Marcus says in his book The Following Analysis of Consumption: “Consumers see themselves in the commodities they use, as they find their soul in Their cars, the size and shape of their homes and the devices they use, the mechanisms that link the individual to society have changed.” This idea was confirmed by Berman Marcus through the studies that he carried out, where he concluded that the life of individuals is characterized today by possession, and that some possessions have strong and symbolic meanings