TV lengthy Advertising shows intervening films & Serials and their impact on the mood of the public "A field study"
, Vol.4
, Tenth Issue
PP:11 - 12
Authors:
Associate Prof. Dr. Hana Sayed Mohammad Ali -Associate Professor of Mass Communication,Educational Media Department,Specific Education Faculty,Menofia University
Abstract:
The current research aims to identify the impact of television lengthy advertising shows intervening movies and serials on the mood of the public. As it was applied to a random sample of 400 cases of the public, so as to check out several hypotheses and answer a number of questions.
The results showed the following:
- The proportion of respondents with high level of exposure to satellite channels amounted to 36.39% of the total sample, while the percentage of respondents with middle level of exposure is 42.93%, and the proportion of respondents with low level of exposure was 20.68%.
- The proportion of respondents with high level of exposure to dramatic works amounted to 18.05% of the total number watching satellite channels out of the total sample, while the percentage of respondents with middle level of exposure to dramatic works is 26.63%, and the proportion of respondents with low level of exposure to the dramatic works was 55.33%.
- Respondents ratio with a high level of exposure to lengthy advertising television shows amounted to 23.87% of the total numbers who are watching dramatic works of the total numbers who are watching Satellite channels of the sample total numbers, while the percentage of respondents with a middle-level of exposure to lengthy advertising television shows were 29.35%, and the respondents ratio with a low-level of exposure to lengthy television advertising offers 50.00%.
- There is a connectivity and statistically significant relationship between respondents’ exposure ratio to satellite channels and the different levels of exposure to serials and movies, that is to say, the greater the exposure of respondents to satellite, The greater and increasing exposure to serials and movies.
- There is a statistically significant relationship between exposure on the part of the respondents to the serials and movies levels and between different levels of exposure to lengthy advertising television shows, that is to say, the greater the exposure of respondents to serials and movies, the greater and increasing the intensity of exposure to lengthy television advertising shows.
- There are statistically significant differences between the mean scores of the respondents according to the mood scale depending on the difference in the different levels of exposure to lengthy advertising television shows, meaning that the mood is getting worse as a result of continuous exposure to cutting films and lengthy advertising television serials shows.
- There are statistically significant differences between the mean scores of the respondents according to the exposure scale to lengthy advertising television shows depending on the different levels of credibility secured by the respondents.
- Different Levels of exposure of the respondents to movies and serials intervened with lengthy advertising Television shows according to the mood resulting from exposure to these advertising shows.
- There were no statistically significant differences between the mean scores of the respondents according to the exposure scale of extended television advertising shows depending on the different demographic variables.
- Exposure levels to movies and serials which intervened with lengthy TV advertising shows, increases within the respondents with moderate socioeconomic level more than those with high and low social economi level.
- There are significant differences between the mean scores of the respondents according to the mood scale depending on the different demographic variables.
- Bad mood resulting from exposure to movies and series that were intervened with lengthy advertising TV shows, increases within the respondents with low social economic level more than those with high and moderate social and economic level.
Key Words:
Advertising TV shows - Mood Status
Research Language:
Arabic
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