The relationship between exposure to lyrical advertisements in Ramadan 2022 and audience perception of the brand :

Document Type : Original Article

Author

Assistant Professor of Journalism, Faculty of Information and Communication Technology, South Valley University

Abstract

The researcher noted the criticism of media experts Ramadan advertising season this year 2022, to the extent that it was described as the worst in years, as a result of what they considered an exaggerated prolongation, and the absence and lack of clarity of the advertising message, in light of the control of art and singing stars over advertising spaces to the extent that they overwhelmed the products, in addition to their lack of consideration of the values of society, so this study sought to monitor and analyze the impact of the exposure of the Egyptian public to television singing ads in the Ramadan and their perception of the brand, and the study has reached the interest of the public in following up the ads Television singing in the month of Ramadan, and the fame of the stars of art and singing sometimes affects the brand of the product, in addition to the fact that there is a statistically significant correlation between the intensity of the exposure of the researcher to the lyrical television advertisements in the Ramadan and their perception of the brand.

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