Document Type : Original Article
Authors
Department of Media، Faculty of Humanities، Sulaymaniyah University، Kurdistan Region of Iraq
Abstract
Television advertising in the Kurdistan region, and the large number of requests for it, and the citizens clashed with a large and vast number of their daily needs and the growth and expansion of television channels, and their dependence on the media and modern technology, led to a wide development of television advertising in all television channels.
In this perspective, the researcher, in the framework of the honest advertisement of the Kurdish satellite channels and their influence in changing the course and perspective of the Kurdish viewer, carried out this research.
The importance of this research shows that until now no one has done a comprehensive study on this topic regarding the truthfulness of television advertising and what is its impact on changing the viewer's path.
In this research, the researcher applied a descriptive approach in the field, which is one of the most prominent methods of scientific research in the field of humanities.
The researcher distributed the questionnaire, to collect the information and the research model, which consisted of the residents of the center of Halabja Governorate, and the researcher intentionally took a sample from them.
Among the most important goals that the researcher wanted to achieve are:
1- Identify the viewer level percentage of the TV advertisement.
2- Identifying the viewer's confidence in the TV advertisement.
3- Showing the level of honesty and truth in the TV advertisement, and the level of sponsorship of the real side in that advertisement.
4- Recognizing the role of television advertising in changing the viewer's perspective.
Among the most important conclusions reached by the researcher:
1- I see that the percentage of honesty and truth in television advertisements in the channels is at a weak level, and this, in my view as a researcher, is due to the exaggeration that they apply in commercial advertisements.
2- The results of the research showed that the television advertisement in the Kurdish channels could not change the viewer's view of the sites or materials that they advertised for, and this, in my opinion as a researcher, is due to the fact that the television advertisement in the Kurdish channels could not give a true picture of all the materials or topics that they advertised for.
3- According to the answer obtained by the researcher through the questionnaire form, the appearance of the artists, personalities and presenters of the program could not affect the reality and sincerity of the advertisement, and they could not create a new look for the Kurdish viewer when watching the commercial advertisement. In my opinion, this is due to the fact that television advertising is often in their favor and they are not bound by any advertising law, they only think about their own interests.
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