The value adjustment in the Algerian television advertising An analytical field study on a sample of media and communication sciences professors at the Algerian University

Abstract

This study starts from considering that publicity in general is a part of the national culture and
an effective standard in building the civilized values of any country. It is a communication message
that is not based on the unilateral aspects related to the technical consumer space only, but goes
beyond it to promote civilized values within and outside the geographical boundaries. Therefore,
this study is looking for manifestations of values in Algerian television advertising from the point of
view given by media and communication sciences professors at the Algerian University. This study
found an absence of value dimensions, weakness in publicity flashes, an absolute meltdown in the
penetration of globalization from its destructive door, and a collision With the beliefs of Algerian
society, its collective culture, and its civilizational legacies.