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May not be reproduced in any form without permission from the publisher, except fair uses permitted under U.S. or applicable copyright
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‫ﺃﺴﺎﺴﻴﺎﺕ ﺍﻹﻋﻼﻥ‬
‫ ﻤﺴﻌﻭﺩ ﺤﺴﻴﻥ ﺍﻝﺘﺎﺌﺏ‬.‫ﺩ‬.‫ﺃ‬
‫ﺃﺴﺘﺎﺫ ﺍﻹﻋﻼﻡ ﺒﺎﻝﺠﺎﻤﻌﺎﺕ ﺍﻝﻠﻴﺒﻴﺔ‬

‫ﺍﻝﻨﺎﺸﺭ‬
‫ﺍﻝﻤﻜﺘﺏ ﺍﻝﻌﺭﺒﻲ ﻝﻠﻤﻌﺎﺭﻑ‬
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‫‪ :‬ﺃﺴﺎﺴﻴﺎﺕ ﺍﻹﻋﻼﻥ‬ ‫ﻋﻨﻭﺍﻥ ﺍﻝﻜﺘﺎﺏ‬

‫‪ :‬ﺩ‪ .‬ﻤﺴﻌﻭﺩ ﺤﺴﻴﻥ ﺍﻝﺘﺎﺌﺏ‬ ‫ﺍﺴﻡ ﺍﻝﻤﺅﻝﻑ‬
‫‪ :‬ﺸﺭﻴﻑ ﺍﻝﻐﺎﻝﻲ‬ ‫ﺘﺼﻤﻴﻡ ﺍﻝﻐﻼﻑ‬
‫ــــــــــــــ‬
‫ﺠﻤﻴﻊ ﺤﻘﻭﻕ ﺍﻝﻁﺒﻊ ﻭﺍﻝﻨﺸﺭ‬
‫ﻤﺤﻔﻭﻅﺔ ﻝﻠﻨﺎﺸﺭ‬
‫ــــــــــــــ‬
‫ﺍﻝﻨﺎﺸﺭ‬
‫ﺍﻝﻤﻜﺘﺏ ﺍﻝﻌﺭﺒﻲ ﻝﻠﻤﻌﺎﺭﻑ‬
‫‪ ٢٦‬ﺸﺎﺭﻉ ﺤﺴﻴﻥ ﺨﻀﺭ ﻤﻥ ﺸﺎﺭﻉ ﻋﺒﺩ ﺍﻝﻌﺯﻴﺯ ﻓﻬﻤﻲ‬
‫ﻤﻴﺩﺍﻥ ﻫﻠﻴﻭﺒﻭﻝﻴﺱ ‪ -‬ﻤﺼﺭ ﺍﻝﺠﺩﻴﺩﺓ ‪ -‬ﺍﻝﻘﺎﻫﺭﺓ‬
‫ﺘﻠﻴﻔﻭﻥ‪ /‬ﻓﺎﻜﺱ‪٠١٢٨٣٣٢٢٢٧٣-٢٦٤٢٣١١٠ :‬‬
‫ﺒﺭﻴﺩ ﺇﻝﻜﺘﺭﻭﻨﻲ ‪[email protected] :‬‬
‫ــــــــــــــ‬
‫ﺍﻝﻁﺒﻌﺔ ﺍﻷﻭﻝﻰ ‪٢٠١٧‬‬
‫ــــــــــــــ‬
‫ﺭﻗـﻡ ﺍﻹﻴﺩﺍﻉ ‪٢٠١٦/٢٢١٣٩ :‬‬
‫ﺍﻝﺘﺭﻗﻴﻡ ﺍﻝﺩﻭﻝﻲ ‪I.S.B.N.978-977-812-059-2 :‬‬

‫ﺠﻤﻴﻊ ﺤﻘﻭﻕ ﺍﻝﻁﺒﻊ ﻭﺍﻝﺘﻭﺯﻴﻊ ﻤﻤﻠﻭﻜﺔ‬

‫ﻝﻠﻨﺎﺸﺭ ﻭﻴﺤﻅﺭ ﺍﻝﻨﻘل ﺃﻭ ﺍﻝﺘﺭﺠﻤﺔ ﺃﻭ ﺍﻻﻗﺘﺒﺎﺱ ﻤﻥ‬
‫ﻫﺫﺍ ﺍﻝﻜﺘﺎﺏ ﻓﻰ ﺃﻱ ﺸﻜل ﻜﺎﻥ ﺠﺯﺌﻴﺎ ﻜﺎﻥ ﺃﻭ ﻜﻠﻴﺎ‬
‫ﺒﺩﻭﻥ ﺇﺫﻥ ﺨﻁﻰ ﻤﻥ ﺍﻝﻨﺎﺸﺭ‪ ،‬ﻭﻫﺫﻩ ﺍﻝﺤﻘﻭﻕ‬
‫ﻤﺤﻔﻭﻅﺔ ﺒﺎﻝﻨﺴﺒﺔ ﺇﻝﻰ ﻜل ﺍﻝﺩﻭل ﺍﻝﻌﺭﺒﻴﺔ ‪ .‬ﻭﻗﺩ‬
‫ﺍﺘﺨﺫﺕ ﻜﺎﻓﺔ ﺇﺠﺭﺍﺀﺍﺕ ﺍﻝﺘﺴﺠﻴل ﻭﺍﻝﺤﻤﺎﻴﺔ ﻓﻲ‬
‫ﺍﻝﻌﺎﻝﻡ ﺍﻝﻌﺭﺒﻲ ﺒﻤﻭﺠﺏ ﺍﻻﺘﻔﺎﻗﻴﺎﺕ ﺍﻝﺩﻭﻝﻴﺔ ﻝﺤﻤﺎﻴﺔ‬
‫ﺍﻝﺤﻘﻭﻕ ﺍﻝﻔﻨﻴﺔ ﻭﺍﻷﺩﺒﻴﺔ ‪.‬‬
‫‪Copyright © 2017.‬‬
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‫‪-٢-‬‬

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‫ﺑﺴﻢ ﺍﷲ ﺍﻟﺮﲪﻦ ﺍﻟﺮﺣﻴﻢ‬

‫ﻮ ﹶﻥ‬‫ﻌ ِﻠﻨ‬ ‫ﺗ‬ ‫ﺎ‬‫ﻮﻣ‬ ‫ﻧ‬‫ﻭ‬‫ﺴﺮ‬
ِ ‫ﺗ‬ ‫ﺎ‬‫ﻢ ﻣ‬ ‫ﻌ ﹶﻠ‬ ‫ﻳ‬ ‫ﻪ‬ ‫ﻭﺍﻟﻠﱠ‬
‫ﺻﺪﻕ ﺍﷲ ﺍﻟﻌﻈﻴﻢ‬

١٩ ‫ ﺍﻵﻳﺔ‬،‫ﺳﻮﺭﺓ ﺍﻟﻨﺤﻞ‬
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‫ﺍﻹﻫﺪﺍء‬

..‫ﺇﱃ ﻛﻞ ﻣﻦ ﺍﺳﺄﺕ ﺇﻟﻴﻪ‬

ّ
‫ ﺇﱃ ﻛﻞ ﻣﻦ ﺃﺣﺴﻦ ﺇﱄ‬..
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‫ﺍﻝﻤﺤﺘﻭﻴﺎﺕ‬
‫ﺍﻝﺼﻔﺤﺔ‬ ‫ﺍﻝﻤﻭﻀﻭﻉ‬
‫‪٧‬‬ ‫ﺍﳌﻘﺪﻣﺔ‬
‫‪١١‬‬ ‫ﺍﻟﻔﺼﻞ ﺍﻷﻭﻝ ﺍﻹﻋﻼﻥ‪ :‬ﻣﻔﻬﻮﻣﻪ‪ ،‬ﻧﺸﺄﺗﻪ‪ ،‬ﻭﻇﺎﺋﻔﻪ‪ ،‬ﺧﺼﺎﺋﺼﻪ‬
‫‪١٣‬‬ ‫ﻤﻔﻬﻭﻡ ﺍﻹﻋﻼﻥ‬
‫‪٢٥‬‬ ‫ﻨﺸﺄﺓ ﺍﻹﻋﻼﻥ ﻭﺘﻁﻭﺭﻩ‬
‫‪٣٣‬‬ ‫ﺃﻫﺩﺍﻑ ﻭﻭﻅﺎﺌﻑ ﺍﻹﻋﻼﻥ‬
‫‪٦٧‬‬ ‫ﺍﻟﻔﺼﻞ ﺍﻟﺜﺎﱐ ﺃﻧﻮﺍﻉ ﺍﻹﻋﻼﻥ‬
‫‪٦٩‬‬ ‫ﺃﻨﻭﺍﻉ ﺍﻹﻋﻼﻨﺎﺕ ﻤﻥ ﺤﻴﺙ ﺍﻝﻤﻀﻤﻭﻥ‬
‫‪١٠٣‬‬ ‫ﺃﻨﻭﺍﻉ ﺍﻹﻋﻼﻨﺎﺕ ﻤﻥ ﺤﻴﺙ ﺍﻝﺸﻜل‬
‫‪١١٥‬‬ ‫ﺍﻟﻔﺼﻞ ﺍﻟﺜﺎﻟﺚ ﺍﻹﻋﻼﻥ‪ :‬ﻗﻄﺎﻋﺎﺗﻪ‪ ،‬ﺃﻫﺪﺍﻓﻪ‪ ،‬ﺟﻐﺮﺍﻓﻴﺘﻪ‬
‫‪١١٦‬‬ ‫ﺍﻝﻘﻁﺎﻋﺎﺕ ﺍﻝﻤﻌﻠﻨﺔ‪.‬‬
‫‪١٢٧‬‬ ‫ﺃﻫﺩﺍﻑ ﺍﻹﻋﻼﻥ‬
‫‪١٣٢‬‬ ‫ﺍﻝﻨﻁﺎﻕ ﺍﻝﺠﻐﺭﺍﻓﻲ ﻝﻺﻋﻼﻥ‬
‫‪١٣٩‬‬ ‫ﺍﻟﻔﺼﻞ ﺍﻟﺮﺍﺑﻊ ﻭﺳﺎﺋﻞ ﺇﺑﺮﺍﺯ ﺍﻹﻋﻼﻧﺎﺕ‬
‫‪١٤٢‬‬ ‫ﺍﻝﺼﻭﺭ ﻭﺍﻝﺭﺴﻭﻡ‬
‫‪١٥٠‬‬ ‫ﺍﻷﻝﻭﺍﻥ‬
‫‪١٥٦‬‬ ‫ﺍﻝﻤﺴﺎﺤﺔ ﻭﺍﻝﺤﺠﻡ‬
‫‪١٦٢‬‬ ‫ﻤﻜﺎﻥ ﻭﻤﻭﻗﻊ ﺍﻝﻨﺸﺭ‪ ،‬ﻭﺘﻭﻗﻴﺕ ﺍﻝﺒﺙ‬
‫‪١٦٩‬‬ ‫ﺍﻝﻌﻨﺎﻭﻴﻥ‬
‫‪١٨١‬‬ ‫ﺍﻟﻔﺼﻞ ﺍﳋﺎﻣﺲ ﲨﻬﻮﺭ ﺍﻹﻋﻼﻥ ﻭﺃﺳﺎﻟﻴﺐ ﺍﻟﺘﺄﺛﲑ ﻓﻴﻪ‬
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‫‪-٥-‬‬

‫‪EBSCO Publishing : eBook Arabic Collection Trial - printed on 4/4/2020 5:45 PM via MINISTÈRE DE L''EDUCATION‬‬
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١٨٣ ‫ﺠﻤﻬﻭﺭ ﺍﻹﻋﻼﻥ‬

١٩٧ ‫ﺃﺴﺎﻝﻴﺏ "ﻤﺴﺘﻭﻴﺎﺕ" ﺘﺄﺜﻴﺭ ﺍﻹﻋﻼﻨﺎﺕ ﻋﻠﻰ ﺍﻝﺠﻤﻬﻭﺭ‬
٢١٥ ‫ﺍﻟﻔﺼﻞ ﺍﻟﺴﺎﺩﺱ ﻭﺳﺎﺋﻞ ﺍﻹﻋﻼﻥ‬
٢١٩ .‫ﻭﺴﺎﺌل ﺍﻹﻋﻼﻥ ﺍﻝﻤﻁﺒﻭﻋﺔ‬
٢٤٢ .‫ﻭﺴﺎﺌل ﺍﻹﻋﻼﻥ ﺍﻝﻤﺴﻤﻭﻋﺔ ﻭﺍﻝﻤﺭﺌﻴﺔ‬
٢٥٥ .‫ﺇﻋﻼﻨﺎﺕ ﺍﻝﻁﺭﻕ ﻭﻭﺴﺎﺌل ﺍﻝﻨﻘل‬
٢٦٥ .‫ﻭﺴﺎﺌل ﺍﻹﻋﻼﻥ ﺍﻝﺤﺩﻴﺜﺔ‬
٢٨١ ‫ﺍﻟﻔﺼﻞ ﺍﻟﺴﺎﺑﻊ ﺷﺮﻭﻁ ﳒﺎﺡ ﺍﻹﻋﻼﻥ‬
٢٨٣ .‫ﺍﻻﻨﺘﺒﺎﻩ‬
٢٨٨ .‫ ﺃﻭ ﺍﻻﺴﺘﻤﺎﻉ‬،‫ ﺃﻭ ﺍﻝﻤﺸﺎﻫﺩﺓ‬،‫ﺍﻝﻘﺭﺍﺀﺓ‬
٢٩٢ .‫ ﻭﺍﻻﻗﺘﻨﺎﻉ‬،‫ﺍﻝﻔﻬﻡ‬
٢٩٧ .‫ ﺃﻭ ﺍﻝﺘﻌﺎﻤل‬،‫ﺍﻻﻗﺘﻨﺎﺀ‬
Copyright © 2017.
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AN: 1945112 ; .;
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‫ﺍﳌﻘﺪﻣﺔ‬

‫ﻝﻡ ﻴﻌﺩ ﺒﺎﻹﻤﻜﺎﻥ ﺍﻏﻔﺎل ﺍﻷﺩﻭﺍﺭ ﺍﻝﻤﺘﺯﺍﻴﺩﺓ ﺍﻝﺘﻲ ﻴﺅﺩﻴﻬـﺎ ﺍﻹﻋـﻼﻥ ﻓـﻲ‬
‫ﺍﻝﻤﺠﺘﻤﻌﺎﺕ ﺍﻝﺤﺩﻴﺜﺔ‪ ،‬ﺒﻌﺩ ﺍﻥ ﺼﺎﺭ ﻫﺫﺍ ﺍﻝﻨﺸﺎﻁ ﺍﻻﺘﺼﺎﻝﻲ ﻴﺘﺩﺨل ﻓﻲ ﻜل ﺸﺅﻭﻥ‬
‫ﺤﻴﺎﺘﻨﺎ‪ ،‬ﻭﻴﺤﺎﺼﺭﻨﺎ ﺍﻴﻨﻤﺎ ﺫﻫﺒﻨﺎ‪ ،‬ﻭﻜﻴﻔﻤﺎ ﻜﻨﺎ‪ ،‬ﻓﻲ ﺍﻝﻁﺭﻗﺎﺕ ﻭﺍﻝﺸﻭﺍﺭﻉ‪ ،‬ﻭﻓﻲ ﺩﻭﺭ‬
‫ﺍﻝﻌﺭﺽ ﺍﻝﺴﻴﻨﻤﺎﺌﻴﺔ‪ ،‬ﻭﻨﺤﻥ ﻨﺸﺎﻫﺩ ﺒـﺭﺍﻤﺞ ﺍﻝﺘﻠﻔﺯﻴـﻭﻥ‪ ،‬ﺃﻭ ﻨﻁـﺎﻝﻊ ﺍﻝﺠﺭﺍﺌـﺩ‬
‫ﻭﺍﻝﻤﺠﻼﺕ‪ ،‬ﺃﻭ ﻨﺘﺼﻔﺢ ﻤﻭﺍﻗﻊ ﺍﻻﻨﺘﺭﻨﺕ‪ ،‬ﺃﻭ ﻨﺘﺠﻭل ﻓﻲ ﺍﻻﺴﻭﺍﻕ‪،‬ﻭﻴﺅﺜﺭ ﺒﺸـﻜل‬
‫ﻜﺒﻴﺭ ﻋﻠﻰ ﺘﺼﺭﻓﺎﺘﻨﺎ ﻭﻗﺭﺍﺭﺍﺘﻨﺎ ﺍﻝﻴﻭﻤﻴﺔ‪ ،‬ﻨﺩﺭﻱ ﺃﻭ ﻻ ﻨﺩﺭﻱ‪ ،‬ﻓﻬﻭ ﺍﻝﺫﻱ ﻴﺤﺩﺩ ﻝﻨﺎ‬
‫ﻭﺇﻝﻰ ﺩﺭﺠﺔ ﻜﺒﻴﺭﺓﻤﺎﺫﺍ ﻨﺸﺘﺭﻱ‪ ،‬ﻭﺇﻝﻰ ﺃﻱ ﺩﻭﺭ ﺍﻝﻌﺭﺽ ﺃﻭ ﺍﻝﻤﺴـﺎﺭﺡ ﻨـﺫﻫﺏ‪،‬‬
‫ﻭﻤﻊ ﺃﻱ ﺍﻝﻌﻴﺎﺩﺍﺕ ﺍﻝﻁﺒﻴﺔ ﻨﺘﻌﺎﻤل‪ ،‬ﻭﻴﺘﻴﺢ ﻝﻨﺎ ﺨﻴﺎﺭﺍﺕ ﺍﻝﺘﺴﻭﻕ ﻭﺃﻤـﺎﻜﻥ ﻗﻀـﺎﺀ‬
‫ﻭﻗﺕ ﺍﻝﻔﺭﺍﻍ‪،‬ﻭﻴﻀﻌﻨﺎ ﻓﻲ ﺼﻭﺭﺓ ﺍﻝﻜﺜﻴﺭ ﻤﻤﺎ ﻴﺠـﺭﻱ ﻭﻴﻤـﺎﺭﺱ ﺤﻭﻝﻨـﺎ ﻤـﻥ‬
‫ﻨﺸﺎﻁﺎﺕ ﺍﻗﺘﺼﺎﺩﻴﺔ‪ ،‬ﻜﺤﺭﻜﺔ ﺍﻝﺴﻠﻊ ﻭﺍﻷﺴﻭﺍﻕ‪ ،‬ﻭﻴﺠﻌﻠﻨﺎ ﻜﺫﻝﻙ ﻋﻠﻰ ﺘﻭﺍﺼل ﻤـﻊ‬
‫ﻤﺤﻴﻁﻨﺎ ﺍﻻﺠﺘﻤﺎﻋﻲ‪ ،‬ﻓﻴﺤﻴﻁﻨﺎ ﻋﻠﻤﺎ ﺒﺎﻝﻌﺩﻴﺩ ﻤﻥ ﺍﻝﻤﻨﺎﺴﺒﺎﺕ ﺍﻻﺠﺘﻤﺎﻋﻴﺔ‪ ،‬ﻜﺤﻔﻼﺕ‬
‫ﺍﻝﺨﻁﻭﺒﺔ ﻭﺍﻝﺯﻓﺎﻑ‪ ،‬ﻭﺍﻝﻭﻓﻴﺎﺕ‪ ،‬ﻭﻤﺎ ﺇﻝﻰ ﺫﻝﻙ‪.‬‬
‫ﻭﺒﺎﻝﺘﺎﻝﻲ ﻓﻘﺩ ﺼﺎﺭ ﺍﻹﻋﻼﻥ ﻨﺸﺎﻁﺎ ﻻ ﻏﻨﻰ ﻋﻨـﻪ ﻝﻜﺎﻓـﺔ ﺍﻝﻤﺠﺘﻤﻌـﺎﺕ‬
‫ﺍﻝﺒﺸﺭﻴﺔ ﻋﻠﻰ ﺍﺨﺘﻼﻑ ﺩﺭﺠﺎﺕ ﻨﻤﻭﻫﺎ ﻭﺘﻁﻭﺭﻫﺎ‪ ،‬ﻭﺘﺤﻭل ﻤﻥ ﻨﺸﺎﻁ ﻭﻁﻨﻲ‪ ،‬ﺇﻝﻰ‬
‫ﻨﺸﺎﻁ ﺩﻭﻝﻲ ﻴﺨﺘﺭﻕ ﺍﻝﺤﺩﻭﺩ ﻭﺍﻻﻭﻁﺎﻥ ﻭﺍﻝﺜﻘﺎﻓﺎﺕ‪ ،‬ﻭﺼﺎﺭﺕ ﻝﻪ ﻤﺅﺴﺴﺎﺘﻪ ﺍﻝﺘـﻲ‬
‫ﺘﺩﻴﺭﻩ ﻭﺘﻭﺠﻬﻪ ﻝﻴﺤﻘﻕ ﺃﻜﺒﺭ ﺍﻨﺘﺸﺎﺭ ﻤﻤﻜﻥ‪ ،‬ﻭﺃﻜﺒﺭ ﺘﺄﺜﻴﺭﺍ ﻤﺘﺎﺡ‪ ،‬ﻭﻗﺩ ﺃﺴﻬﻡ ﺫﻝـﻙ‬
‫ﻓﻲ ﺍﻥ ﻴﺘﺤﻭل ﺍﻹﻋﻼﻥ ﺇﻝﻰ ﻋﻠﻡ ﻝﻪ ﺃﺴﺴﻪ ﻭﻗﻭﺍﻋﺩﻩ ﻭﻨﻅﺭﻴﺎﺘﻪ‪ ،‬ﺍﻝﺘﻲ ﺍﺴﻬﻡ ﺍﺴﺎﺘﺫﺓ‬
‫ﺍﻹﻋﻼﻥ ﻓﻲ ﻭﻀﻌﻬﺎ‪،‬ﻤﺴﺘﻔﻴﺩﺍ ﻤﻥ ﺘﺨﺼﺼﺎﺕ ﻭﺤﻘﻭل ﻋﻠﻤﻴﺔ ﻤﺘﻌﺩﺩﺓ ﻜﻌﻠﻡ ﺍﻝﻨﻔﺱ‬
‫ﻭﻋﻠﻡ ﺍﻻﺠﺘﻤﺎﻉ ﻭﻋﻠﻡ ﺍﻹﺩﺍﺭﺓ ﻭﺍﻻﻗﺘﺼﺎﺩ‪ ،‬ﻭﺼﺎﺭ ﺍﻹﻋﻼﻥ ﻴﺩﺭﺱ ﻓـﻲ ﻜﻠﻴـﺎﺕ‬
‫ﻭﺃﻗﺴﺎﻡ ﻭﻤﻌﺎﻫﺩ ﺍﻹﻋﻼﻡ ﻓﻲ ﻤﺨﺘﻠﻑ ﺍﻨﺤﺎﺀ ﺍﻝﻌﺎﻝﻡ‪.‬‬
‫‪Copyright © 2017.‬‬
‫‪copyright law.‬‬

‫‪-٧-‬‬

‫‪EBSCO Publishing : eBook Arabic Collection Trial - printed on 4/4/2020 5:45 PM via MINISTÈRE DE L''EDUCATION‬‬
‫‪NATIONALE, DE LA FORMATION PROFESSIONNELLE‬‬
‫; ‪AN: 1945112‬‬ ‫;‪.‬‬
‫‪Account: ns063387‬‬
‫‪. All rights reserved. May not be reproduced in any form without permission from the publisher, except fair uses permitted under U.S. or applicable‬‬

‫ﻭﺍﺩﺭﺍﻜﺎ ﻤﻥ ﺍﻝﻤﺅﻝﻑ ﻝﻠﻨﻘﺹ ﺍﻝﻜﺒﻴﺭ ﺍﻝﺫﻱ ﺘﻌﺎﻨﻲ ﻤﻨﻪ ﺍﻝﻤﻜﺘﺒـﺔ ﺍﻝﻌﺭﺒﻴـﺔ‬

‫ﻋﻤﻭﻤﺎ ﻓﻲ ﻤﺠﺎل ﺍﻹﻋﻼﻥ ﻓﻘﺩ ﺭﺃﻯ ﺍﻥ ﻴﻘﺩﻡ ﻫﺫﺍ ﺍﻝﻜﺘﺎﺏ ﻝﻴﻜﻭﻥ ﻋﻭﻨﺎ ﻝﻠﺒـﺎﺤﺜﻴﻥ‬
‫ﻭﻁﻼﺏ ﺍﻝﺠﺎﻤﻌﺎﺕ ﻤﻤﻥ ﻴﺩﺭﺴﻭﻥ ﻫﺫﺍ ﺍﻝﻌﻠﻡ‪ ،‬ﻭﻝﻜﺎﻓﺔ ﺍﻝﻤﻬﺘﻤﻴﻥ ﺒﺎﻝﻨﺸﺎﻁ ﺍﻹﻋﻼﻨﻲ‬
‫ﻭﺍﻝﻤﺸﺘﻐﻠﻴﻥ ﻓﻲ ﻤﺠﺎل ﺍﻹﻋﻼﻥ ﻤﻥ ﺃﻓﺭﺍﺩ ﻭﺸﺭﻜﺎﺕ ﻭﻤﺅﺴﺴﺎﺕ ﺇﻋﻼﻨﻴﺔ‪ ،‬ﻋﺴﻰ‬
‫ﺍﻥ ﻴﻜﻭﻥ ﺒﺫﻝﻙ ﻗﺩ ﺃﺴﻬﻡ ﻭﻝﻭ ﺒﺎﻝﺠﺯﺀ ﺍﻝﻴﺴﻴﺭ ﻓﻲ ﺘﻘﺩﻴﻡ ﻤﺎ ﻨﺄﻤل ﺍﻥ ﻴﻜﻭﻥ ﻤﻔﻴﺩﺍ‪.‬‬
‫ﻭﻓﻲ ﺍﻝﺤﻘﻴﻘﺔ ﻓﺈﻥ ﻓﻜﺭﺓ ﻫﺫﺍ ﺍﻝﻜﺘﺎﺏ ﻗﺩ ﺭﺍﻭﺩﺘﻨﻲ ﻤﻨﺫ ﺍﻥ ﻗﻤﺕ ﺒﺘـﺩﺭﻴﺱ‬
‫ﻤﺎﺩﺓ ﺍﻹﻋﻼﻥ ﻓﻲ ﺍﻝﺠﺎﻤﻌﺔ‪ ،‬ﻭﺃﺤﺴﺴﺕ ﻴﻭﻤﻬﺎ ﺍﻥ ﻫﻨﺎﻙ ﺤﺎﺠﺔ ﻤﺎﺴﺔ ﻝﻭﻀﻊ ﻤﺎﺩﺓ‬
‫ﻋﻠﻤﻴﺔ ﺘﻜﻭﻥ ﻤﺭﺠﻌﺎ ﻋﻠﻤﻴﺎ ﻝﻠﻁﻼﺏ‪ ،‬ﺒﺴﺒﺏ ﻤﺎ ﻻﺤﻅﺘﻪ ﻤﻥ ﺸﻜﻭﻯ ﺍﻝﻁﻼﺏ ﻤﻥ‬
‫ﻋﺩﻡ ﻭﺠﻭﺩ ﻤﺭﺍﺠﻊ ﻴﺴﺘﻌﻴﻨﻭﻥ ﺒﻬﺎ ﻓﻲ ﺩﺭﺍﺴﺘﻬﻡ ﻝﻬﺫﻩ ﺍﻝﻤﺎﺩﺓ‪،‬ﺴﻭﺍﺀ ﻓﻲ ﺍﻝﻤﺭﺤﻠـﺔ‬
‫ﺍﻝﺠﺎﻤﻌﻴﺔ ﺍﻝﺩﻨﻴﺎ‪ ،‬ﺃﻭ ﻓﻲ ﺍﻝﻤﺭﺤﻠﺔ ﺍﻝﻌﻠﻴﺎ‪.‬‬
‫ﻭﻨﻅﺭﺍ ﻹﺘﺴﺎﻉ ﻭﺘﻌﺩﺩ ﻤﺠﺎﻻﺕ ﺍﻝﺒﺤﺙ ﻭﺍﻝﺩﺭﺍﺴﺔ ﻓﻲ ﺤﻘل ﺍﻹﻋﻼﻥ‪،‬ﻭﻋﺩﻡ‬
‫ﺇﻤﻜﺎﻨﻴﺔ ﺍﻻﻝﻤﺎﻡ ﺒﻜﺎﻓﺔ ﺠﻭﺍﻨﺒﻪ‪،‬ﻓﻘﺩ ﺭﺃﻴﺕ ﺍﻥ ﺍﻗﺘﺼﺭ ﻓﻴﻬﺫﺍ ﺍﻝﻜﺘـﺎﺏ ﻋﻠـﻰ ﺃﻫـﻡ‬
‫ﺍﻝﻤﻭﻀﻭﻋﺎﺕ ﺍﻷﺴﺎﺴﻴﺔ ﺍﻝﺘﻲ ﻴﺤﺘﺎﺝ ﻝﻤﻌﺭﻓﺘﻬﺎ ﺍﻝﺩﺍﺭﺱ ﻭﺍﻝﻤﻤﺎﺭﺱ ﻝﻺﻋﻼﻥ ﻓـﻲ‬
‫ﺁﻥ ﻭﺍﺤﺩ‪ ،‬ﻭﺒﺎﻝﺘﺎﻝﻲ ﻭﺴﻌﻴﺎ ﻤﻨﻲ ﻝﺘﻐﻁﻴﺔ ﺠﻭﺍﻨﺏ ﺍﻝﻤﻭﻀﻭﻉ ﻓﻘﺩ ﺘﻡ ﺘﻘﺴـﻴﻡ ﻫـﺫﺍ‬
‫ﺍﻝﻜﺘﺎﺏ ﺇﻝﻰ ﺴﺒﻌﺔ ﻓﺼﻭل‪ ،‬ﺤﻴﺙ ﺠﺎﺀ ﺍﻝﻔﺼل ﺍﻷﻭل ﺘﺤﺕ ﻋﻨـﻭﺍﻥ‪ :‬ﺍﻹﻋـﻼﻥ‪:‬‬
‫ﻤﻔﻬﻭﻤﻪ‪ ،‬ﻨﺸﺄﺘﻪ‪ ،‬ﻭﻅﺎﺌﻔﻪ‪ ،‬ﺨﺼﺎﺌﺼﻪ‪ ،‬ﻭﺍﺤﺘﻭﻯ ﻋﻠﻰ ﺜﻼﺜﺔ ﻤﺒﺎﺤﺙ‪ ،‬ﻫﻲ ﻤﻔﻬﻭﻡ‬
‫ﺍﻹﻋﻼﻥ‪ ،‬ﻭﻨﺸﺄﺓ ﺍﻹﻋﻼﻥ ﻭﺘﻁﻭﺭﻩ‪ ،‬ﻭﺃﻫﺩﺍﻑ ﻭﻭﻅﺎﺌﻑ ﺍﻹﻋﻼﻥ‪.‬‬
‫ﺃﻤﺎ ﺍﻝﻔﺼل ﺍﻝﺜﺎﻨﻲ ﻓﻘﺩ ﺠﺎﺀ ﺘﺤﺕ ﻋﻨﻭﺍﻥ ﺃﻨﻭﺍﻉ ﺍﻹﻋﻼﻥ‪ ،‬ﻭﺍﺤﺘﻭﻯ ﻋﻠﻰ‬
‫ﺜﻼﺜﺔ ﻤﺒﺎﺤﺙ‪ ،‬ﻫﻲ‪ :‬ﺃﻨﻭﺍﻉ ﺍﻹﻋﻼﻥ ﻤﻥ ﺤﻴﺙ ﺍﻝﻤﻀﻤﻭﻥ‪ ،‬ﻭﺃﻨﻭﺍﻉ ﺍﻹﻋﻼﻥ ﻤـﻥ‬
‫ﺤﻴﺙ ﺍﻝﺸﻜل‪.‬‬
‫ﻭﺠﺎﺀ ﺍﻝﻔﺼل ﺍﻝﺜﺎﻝﺙ ﺘﺤﺕ ﻋﻨـﻭﺍﻥ‪ :‬ﺍﻹﻋـﻼﻥ‪ :‬ﻗﻁﺎﻋﺎﺘـﻪ‪ ،‬ﺃﻫﺩﺍﻓـﻪ‪،‬‬
‫ﺠﻐﺭﺍﻓﻴﺘﻪ‪ ،‬ﻭﺘﻀﻤﻥ ﺜﻼﺜﺔ ﻤﺒﺎﺤﺙ‪ ،‬ﻫﻲ‪ :‬ﺍﻝﻘﻁﺎﻋﺎﺕ ﺍﻝﻤﻌﻠﻨﺔ‪ ،‬ﻭﺃﻫﺩﺍﻑ ﺍﻹﻋﻼﻥ‪،‬‬
‫ﻭﺍﻝﻨﻁﺎﻕ ﺍﻝﺠﻐﺭﺍﻓﻲ ﻝﻺﻋﻼﻥ‪.‬‬
‫‪Copyright © 2017.‬‬
‫‪copyright law.‬‬

‫‪-٨-‬‬

‫‪EBSCO Publishing : eBook Arabic Collection Trial - printed on 4/4/2020 5:45 PM via MINISTÈRE DE L''EDUCATION‬‬
‫‪NATIONALE, DE LA FORMATION PROFESSIONNELLE‬‬
‫; ‪AN: 1945112‬‬ ‫;‪.‬‬
‫‪Account: ns063387‬‬
‫‪. All rights reserved. May not be reproduced in any form without permission from the publisher, except fair uses permitted under U.S. or applicable‬‬

‫ﻭﺠﺎﺀ ﺍﻝﻔﺼل ﺍﻝﺭﺍﺒﻊ ﺘﺤﺕ ﻋﻨﻭﺍﻥ‪ :‬ﻭﺴﺎﺌل ﺇﺒﺭﺍﺯ ﺍﻹﻋﻼﻨﺎﺕ‪ ،‬ﻭﺘﻀﻤﻥ‬

‫ﺨﻤﺴﺔ ﻤﺒﺎﺤﺙ‪ ،‬ﻫﻲ‪ :‬ﺍﻝﺼﻭﺭ ﻭﺍﻝﺭﺴﻭﻡ‪ ،‬ﻭﺍﻷﻝﻭﺍﻥ‪ ،‬ﻭﺍﻝﻤﺴﺎﺤﺔ ﻭﺍﻝﺤﺠﻡ‪ ،‬ﻭﻤﻜـﺎﻥ‬
‫ﻭﻤﻭﻗﻊ ﺍﻝﻨﺸﺭ ﻭﺘﻭﻗﻴﺕ ﺍﻝﺒﺙ‪ ،‬ﻭﺍﻝﻌﻨﺎﻭﻴﻥ‪.‬‬
‫ﺃﻤﺎ ﺍﻝﻔﺼل ﺍﻝﺨﺎﻤﺱ ﻓﻘﺩ ﺠﺎﺀ ﺘﺤﺕ ﻋﻨﻭﺍﻥ‪ :‬ﺠﻤﻬﻭﺭﺍﻹﻋﻼﻥ ﻭﺃﺴـﺎﻝﻴﺏ‬
‫ﺍﻝﺘﺄﺜﻴﺭ ﻓﻴﻪ‪ ،‬ﻭﺘﻀﻤﻥ ﻤﺒﺤﺜﻴﻥ‪ ،‬ﺍﻷﻭل ﺒﻌﻨﻭﺍﻥ ﺠﻤﻬﻭﺭ ﺍﻹﻋﻼﻥ‪ ،‬ﻭﺍﻝﺜﺎﻨﻲ‪ ،‬ﺒﻌﻨﻭﺍﻥ‬
‫ﺃﺴﺎﻝﻴﺏ ﺘﺄﺜﻴﺭ ﺍﻹﻋﻼﻥ ﻓﻲ ﺍﻝﺠﻤﻬﻭﺭ‪.‬‬
‫ﻭﺠﺎﺀ ﺍﻝﻔﺼل ﺍﻝﺴﺎﺩﺱ ﺒﻌﻨﻭﺍﻥ‪ :‬ﻭﺴﺎﺌل ﺍﻹﻋـﻼﻥ ﻭﺘﻀـﻤﻥ ﺃﺭﺒﻌـﺔ‬
‫ﻤﺒﺎﺤﺙ‪ ،‬ﻫﻲ‪ :‬ﻭﺴﺎﺌل ﺍﻹﻋﻼﻥ ﺍﻝﻤﻁﺒﻭﻋـﺔ‪ ،‬ﻭﻭﺴـﺎﺌل ﺍﻹﻋـﻼﻥ ﺍﻝﻤﺴـﻤﻭﻋﺔ‬
‫ﻭﺍﻝﻤﺭﺌﻴﺔ‪ ،‬ﻭﺇﻋﻼﻨﺎﺕ ﺍﻝﻁﺭﻕ ﻭﻭﺴﺎﺌل ﺍﻝﻨﻘل‪ ،‬ﻭﻭﺴﺎﺌل ﺍﻹﻋﻼﻥ ﺍﻝﺤﺩﻴﺜﺔ‪.‬‬
‫ﺍﻤﺎ ﺍﻝﻔﺼل ﺍﻝﺴﺎﺒﻊ ﻭﺍﻷﺨﻴﺭ ﻓﻘﺩ ﺠﺎﺀ ﺘﺤﺕ ﻋﻨـﻭﺍﻥ‪ :‬ﺸـﺭﻭﻁ ﻨﺠـﺎﺡ‬
‫ﺍﻹﻋﻼﻥ‪ ،‬ﻭﺘﻀﻤﻥ ﺃﺭﺒﻌﺔ ﻤﺒﺎﺤﺙ‪ ،‬ﻫﻲ‪ :‬ﺍﻷﻨﺘﺒـﺎﻩ‪ ،‬ﻭﺍﻝﻘـﺭﺃﺓ ﺃﻭ ﺍﻝﻤﺸـﺎﻫﺩﺓ ﺃﻭ‬
‫ﺍﻻﺴﺘﻤﺎﻉ‪ ،‬ﻭﺍﻝﻔﻬﻡ ﻭﺍﻻﻗﺘﻨﺎﻉ‪ ،‬ﻭﺍﻻﻗﺘﻨﺎﺀ ﻭﺍﻝﺘﻌﺎﻤل‪.‬‬
‫‪Copyright © 2017.‬‬
‫‪copyright law.‬‬

‫‪-٩-‬‬

‫‪EBSCO Publishing : eBook Arabic Collection Trial - printed on 4/4/2020 5:45 PM via MINISTÈRE DE L''EDUCATION‬‬
‫‪NATIONALE, DE LA FORMATION PROFESSIONNELLE‬‬
‫; ‪AN: 1945112‬‬ ‫;‪.‬‬
‫‪Account: ns063387‬‬
. All rights reserved. May not be reproduced in any form without permission from the publisher, except fair uses permitted under U.S. or applicable
Copyright © 2017.
copyright law.

-١٠-

EBSCO Publishing : eBook Arabic Collection Trial - printed on 4/4/2020 5:45 PM via MINISTÈRE DE L''EDUCATION
NATIONALE, DE LA FORMATION PROFESSIONNELLE
AN: 1945112 ; .;
Account: ns063387
. All rights reserved. May not be reproduced in any form without permission from the publisher, except fair uses permitted under U.S. or applicable

‫ﺍﻝﻔﺼل ﺍﻷﻭل‬
‫ ﺨﺼﺎﺌﺼﻪ‬،‫ ﻭﻅﺎﺌﻔﻪ‬،‫ ﻨﺸﺄﺘﻪ‬،‫ﺍﻹﻋﻼﻥ ﻤﻔﻬﻭﻤﻪ‬
Copyright © 2017.
copyright law.

-١١-

EBSCO Publishing : eBook Arabic Collection Trial - printed on 4/4/2020 5:45 PM via MINISTÈRE DE L''EDUCATION
NATIONALE, DE LA FORMATION PROFESSIONNELLE
AN: 1945112 ; .;
Account: ns063387
‫‪. All rights reserved. May not be reproduced in any form without permission from the publisher, except fair uses permitted under U.S. or applicable‬‬

‫ﺘﻤﻬﻴﺩ‬

‫ﻴﺘﻌﺭﺽ ﺍﻝﺒﺎﺤﺙ ﻓﻲ ﻫﺫﺍ ﺍﻝﻔﺼل ﻝﻺﻋﻼﻥ ﻤﻥ ﺠﻭﺍﻨﺏ ﻋﺩﺓ‪ ،‬ﻭﻗﺩ ﺘﻁﻠﺏ‬

‫ﺫﻝﻙ ﺃﻥ ﻴﺘﻡ ﺘﻘﺴﻴﻡ ﺍﻝﻔﺼل ﺇﻝﻰ ﺜﻼﺜﺔ ﻤﺒﺎﺤﺙ ﻴﻐﻁﻲ ﻜل ﻤﻨﻬﺎ ﺠﺎﻨﺏ ﻤﻌﻴﻥ ﻤـﻥ‬
‫ﺠﻭﺍﻨﺏ ﺍﻹﻋﻼﻥ –ﻭﺫﻝﻙ ﻭﻓﻘﹰﺎ ﻝﻤﺎ ﻫﻭ ﻤﺤﺩﺩ ﻓﻲ ﺨﻁﺔ ﺍﻝﺒﺤـﺙ‪ ،-‬ﺤﻴـﺙ ﺠـﺎﺀ‬
‫ﺍﻝﻤﺒﺤﺙ ﺍﻷﻭل ﺘﺤﺕ ﻋﻨﻭﺍﻥ "ﻤﻔﻬﻭﻡ ﺍﻹﻋﻼﻥ ﻭﻨﺸﺄﺘﻪ"‪ ،‬ﻭﻓﻴﻪ ﺘﻡ ﺍﻝﺘﻌﺭﺽ ﻝﻤﻔﻬﻭﻡ‬
‫ﺍﻹﻋﻼﻥ ﻤﻥ ﺍﻝﻨﺎﺤﻴﺘﻴﻥ ﺍﻝﻠﻐﻭﻴﺔ ﻜﻤﺎ ﻭﺭﺩ ﻓﻲ ﻗﻭﺍﻤﻴﺱ ﺍﻝﻠﻐﺔ‪ ،‬ﻭﺍﻻﺼﻁﻼﺤﻴﺔ ﻤﻥ‬
‫ﺨﻼل ﺘﻌﺭﻴﻔﺎﺕ ﺍﻷﺴﺎﺘﺫﺓ ﻭﺍﻝﺒﺎﺤﺜﻴﻥ ﺍﻝﻤﻬﺘﻤﻴﻥ ﺒﻤﺠﺎل ﺍﻹﻋﻼﻥ‪ ،‬ﻜﻤﺎ ﺍﺸﺘﻤل ﻫـﺫﺍ‬
‫ﺍﻝﻤﺒﺤﺙ ﻜﺫﻝﻙ ﻋﻠﻰ ﺃﺒﺭﺯ ﺨﺼﺎﺌﺹ ﺍﻹﻋﻼﻥ‪ ،‬ﻭﻓﻲ ﺠﺯﺌﻴﺔ ﺃﺨﺭﻯ ﺘﻡ ﺘﺘﺒﻊ ﺍﻝﻨﺸﺄﺓ‬
‫ﺍﻝﺘﺎﺭﻴﺨﻴﺔ ﻝﻺﻋﻼﻥ ﻓﻲ ﻤﺭﺍﺤﻠﻪ ﺍﻝﻤﺨﺘﻠﻔﺔ‪.‬‬
‫ﻭﺨﺼﺹ ﺍﻝﻤﺒﺤﺙ ﺍﻝﺜﺎﻨﻲ ﻝﺘﺘﺒﻊ ﺍﻝﻨﺸﺄﺓ ﺍﻝﺘﺎﺭﻴﺨﻴﺔ ﻝﻺﻋﻼﻥ ﻭﺘﻁﻭﺭﻩ ﻋﺒﺭ‬
‫ﺍﻝﻤﺭﺍﺤل ﺍﻝﺘﺎﺭﻴﺨﻴﺔ ﺍﻝﻤﺨﺘﻠﻔﺔ‪.‬‬
‫ﺃﻤﺎ ﺍﻝﻤﺒﺤﺙ ﺍﻝﺜﺎﻝﺙ ﻓﻘﺩ ﺨﺼﺹ ﻝﻤﻨﺎﻗﺸﺔ ﺃﻫﺩﺍﻑ ﻭﻭﻅﺎﺌﻑ ﺍﻹﻋﻼﻥ ﻓﻲ‬
‫ﺍﻝﻤﺠﺘﻤﻊ ﻜﻤﺎ ﻴﻁﺭﺤﻬﺎ ﻤﺅﻴﺩﻭﻩ‪ ،‬ﺒﺎﻹﻀﺎﻓﺔ ﺇﻝﻰ ﺍﻝﺭﺩﻭﺩ ﻭﺍﻻﻨﺘﻘﺎﺩﺍﺕ ﺍﻝﺘﻲ ﻴﻘـﺩﻤﻬﺎ‬
‫ﻤﻨﺘﻘﺩﻭ ﺍﻹﻋﻼﻥ ﺍﻝﺫﻴﻥ ﻴﺸﻜﻜﻭﻥ ﻓﻲ ﺠﺩﻭﻯ ﺍﻹﻋﻼﻥ ﻭﻓﻲ ﻤﺎ ﻴﻤﻜﻥ ﺃﻥ ﻴﺅﺩﻴﻪ ﻤﻥ‬
‫ﻤﻬﺎﻡ ﺇﻴﺠﺎﺒﻴﺔ ﻝﻠﺠﻤﻬﻭﺭ ﻭﺍﻝﻤﺠﺘﻤﻊ‪.‬‬
‫‪Copyright © 2017.‬‬
‫‪copyright law.‬‬

‫‪-١٢-‬‬

‫‪EBSCO Publishing : eBook Arabic Collection Trial - printed on 4/4/2020 5:45 PM via MINISTÈRE DE L''EDUCATION‬‬
‫‪NATIONALE, DE LA FORMATION PROFESSIONNELLE‬‬
‫; ‪AN: 1945112‬‬ ‫;‪.‬‬
‫‪Account: ns063387‬‬
‫‪. All rights reserved. May not be reproduced in any form without permission from the publisher, except fair uses permitted under U.S. or applicable‬‬

‫ﻤﻔﻬﻭﻡ ﺍﻹﻋﻼﻥ‬

‫ﻴﺠﺩ ﺍﻝﺒﺎﺤﺙ ﻓﻲ ﺍﻝﺘﺭﺍﺙ ﺍﻝﻌﻠﻤﻲ ﻝﻺﻋﻼﻥ ﻋﺸـﺭﺍﺕ ﺍﻝﺘﻌﺭﻴﻔـﺎﺕ ﺍﻝﺘـﻲ‬

‫ﻭﻀﻌﺕ ﻝﻬﺫﺍ ﺍﻝﻤﺼﻁﻠﺢ ﻤﻥ ﻗﺒل ﺍﻝﺒﺎﺤﺜﻴﻥ ﻭﺍﻝﻤﺘﺨﺼﺼﻴﻥ ﺍﻝﺫﻴﻥ ﻨﻅﺭ ﻜل ﻤﻥ ﻫﻡ‬
‫ﻝﻺﻋﻼﻥ ﻤﻥ ﺯﺍﻭﻴﺔ ﻤﻌﻴﻨﺔ‪ ،‬ﻭﺫﻝﻙ ﻭﻓﻘﺎ ﻝﻠﺭﺅﻴﺔ ﺍﻝﺘﻲ ﺍﻨﻁﻠﻕ ﻤﻨﻬﺎ ﻜل ﺒﺎﺤﺙ ﻭﻝﻌل‬
‫ﻤﺭﺩ ﺫﻝﻙ ﻴﻌﻭﺩ ﻝﺘﻌﺩﺩ ﺃﺒﻌﺎﺩ ﺍﻹﻋﻼﻥ‪ ،‬ﺍﺘﺼﺎﻝﻴﺔ –ﺍﻗﺘﺼﺎﺩﻴﺔ‪-‬ﻓﻜﺭﻴـﺔ‪ ،‬ﻭﺍﺭﺘﺒﺎﻁـﻪ‬
‫ﺒﻌﻠﻭﻡ ﺍﻝﻨﻔﺱ‪ ،‬ﻭﺍﻻﺠﺘﻤﺎﻉ‪ ،‬ﻭﺍﻹﻋﻼﻡ‪ ،‬ﻭﺍﻹﺩﺍﺭﺓ‪.‬‬
‫ﻭﺴﻭﻑ ﻨﻌﺭﺽ ﻓﻲ ﻫﺫﺍ ﺍﻝﺠﺯﺀ ﻝﻤﻔﻬﻭﻡ ﺍﻹﻋﻼﻥ ﻤﻥ ﺍﻝﻨﺎﺤﻴﺘﻴﻥ ﺍﻝﻠﻐﻭﻴـﺔ‬
‫ﻜﻤﺎ ﺠﺎﺀ ﻓﻲ ﻗﻭﺍﻤﻴﺱ ﺍﻝﻠﻐﺔ‪ ،‬ﻭﺍﻻﺼﻁﻼﺤﻴﺔ ﻜﻤﺎ ﻋﺭﻓﻪ ﺍﻝﻤﺘﺨﺼﺼﻭﻥ‪ ،‬ﺇﻻ ﺃﻨﻨـﺎ‬
‫)‪(١‬‬
‫‪ ،‬ﻓﻘﺩ‬ ‫ﻻ ﺇﻝﻰ ﺒﻌﺽ ﺍﻵﻴﺎﺕ ﺍﻝﻘﺭﺁﻨﻴﺔ ﺍﻝﺘﻲ ﺫﻜﺭﺕ ﻓﻴﻬﺎ ﻜﻠﻤﺔ "ﺍﻹﻋﻼﻥ"‬
‫ﻨﺸﻴﺭ ﺃﻭ ﹰ‬
‫)‪(٢‬‬
‫ﺕ ﹶﻝ ‪‬ﻬﻡ‪ِ ‬ﺇﺴ‪‬ﺭ‪‬ﺍﺭﹰﺍ﴾‬
‫ﺕ ﹶﻝﻬ‪‬ﻤ ‪‬ﻭَﺃﺴ‪ ‬ﺭﺭ‪ ‬ﹸ‬
‫ﻗﺎل ﺘﻌﺎﻝﻰ ﻋﻠﻰ ﻝﺴﺎﻥ ﺴﻴﺩﻨﺎ ﻨﻭﺡ ﴿ ﹸﺜ ‪‬ﻡ ِﺇﻨﱢﻲ َﺃﻋ‪‬ﻠﹶﻨ ﹸ‬
‫ﺼﺩ‪‬ﻭ ‪‬ﺭ ‪‬ﻫﻤ‪ ‬ﻭﻤ‪‬ﺎ ‪‬ﻴﻌ‪ِ‬ﻠﻨﹸﻭﻥ‪ ،(٣)﴾‬ﻭﻗﺎل ﺘﻌﺎﻝﻰ‬
‫ﻥ ‪‬‬
‫ﻙ ﹶﻝ ‪‬ﻴﻌ‪‬ﹶﻠ ‪‬ﻡ ﻤ‪‬ﺎ ﹸﺘ ِﻜ ‪‬‬
‫ﻥ ‪‬ﺭ ‪‬ﺒ ‪‬‬
‫‪ ،‬ﻭﻗﺎل ﺘﻌﺎﻝﻰ ﴿ ‪‬ﻭِﺇ ‪‬‬
‫ﻻ ِﻓﻲ‬
‫ﻷﺭ‪‬ﻀِـ ‪‬ﻭ ﹶ‬
‫ﺸﻲ‪ٍ ‬ﺀ ﻓِﻲ ﺍ َ‬
‫ﻋﻠﹶﻰ ﺍﻝﱠﻠ ِﻪ ﻤِﻥ ﹶ‬
‫﴿ ‪‬ﺭ ‪‬ﺒﻨﹶﺎ ِﺇ ﱠﻨ ﹶﻜ ﹶﺘﻌ‪‬ﹶﻠ ‪‬ﻡ ﻤ‪‬ﺎ ﹸﻨﺨﹾﻔِﻴ ‪‬ﻭﻤ‪‬ﺎ ﹸﻨﻌ‪ِ‬ﻠ ﹸﻨ ‪‬ﻭﻤ‪‬ﺎ ﻴ‪‬ﺨﹾﻔﹶﻰ ‪‬‬
‫)‪(٥‬‬
‫ﺼﺩﻕ ﺍﷲ‬ ‫ﻥ﴾‬ ‫ﺴﻤ‪‬ﺎﺀِ﴾)‪ ،(٤‬ﻭﻗﺎل ﺘﻌﺎﻝﻰ ﺃﻴﻀﺎ ﴿ ‪‬ﻭﺍﻝﱠﻠ ‪‬ﻪ ‪‬ﻴﻌ‪‬ﹶﻠ ‪‬ﻡ ﻤ‪‬ﺎ ﹸﺘ ِ‬
‫ﺴﺭ‪‬ﻭ ﹶﻨ ‪‬ﻭﻤ‪‬ﺎ ﹸﺘﻌ‪ِ‬ﻠﻨﹸﻭ ‪‬‬ ‫ﺍﻝ ‪‬‬
‫ﺍﻝﻌﻅﻴﻡ‪ ،‬ﻭﺍﻹﻋﻼﻥ ﻫﻨﺎ ﺒﻤﻌﻨﻰ ﺍﻝﻜﺸﻑ ﻭﺍﻝﺠﻬﺭ ﻭﺍﻝﺘﺼﺭﻴﺢ‪ ،‬ﺃﻱ ﻋﻜـﺱ ﺍﻝﺴـﺭ‬
‫ﻭﻹﺨﻔﺎﺀ‪.‬‬
‫ﺃﻤﺎ ﻓﻲ ﺍﻝﻘﻭﺍﻤﻴﺱ ﺍﻝﻠﻐﻭﻴﺔ ﻓﻘﺩ ﻭﺭﺩ ﻓﻲ ﺘﺎﺝ ﺍﻝﻌﺭﻭﺱ )ﺃﻋﻠـﻥ‪ ،‬ﻴﻌﻠـﻥ‪،‬‬
‫ﺇﻋﻼﻨﹰﺎ( ﺒﻤﻌﻨﻰ )ﺃﻅﻬﺭ‪ ،‬ﺃﺸﻬﺭ‪ ،‬ﺠﻬﺭ( ﻤﺼﺩﺭﻫﺎ ﻤﻥ ﻝﻔﻅ )ﺍﻝﻌﻼﻨﻴﺔ( ﺃﻱ ﺒﻤﻌﻨﻰ‪:‬‬
‫)ﺍﻹﻅﻬﺎﺭ‪ ،‬ﺍﻹﺸﻬﺎﺭ‪ ،‬ﺍﻝﺠﻬﺭ()‪ ،(٦‬ﻭﻭﺭﺩ ﻓﻲ ﺍﻝﻤﻌﺠﻡ ﺍﻝﻭﺴﻴﻁ )ﻋﻠﻥ ﺍﻷﻤﺭ ﻋﻠﻭﻨﹰﺎ(‬
‫ﺃﻱ ﺸﺎﻉ ﻭﻅﻬﺭ‪ ،‬ﻭﺨﻼﻑ ﺨﻔﻲ )ﻋﻠﻥ(ﺍﻷﻤﺭ –ﻋﻠﻨﹰﺎ‪ ،‬ﻭﻋﻼﻨﻴﺔ ‪:‬ﻋﻠﻥ‪ ،‬ﻓﻬﻭ ﻋﻠﻥ‪،‬‬
‫ﻭﻋﻠﻴﻥ)ﺃﻋﻠﻨﻪ(‪ :‬ﺃﻅﻬﺭﻩ ﻭﺠﻬﺭ ﺒﻪ‪ ،‬ﻭﺍﻹﻋﻼﻥ‪ :‬ﺇﻅﻬﺎﺭ ﺍﻝﺸﻲﺀ ﺒﺎﻝﻨﺸﺭ ﻋﻨـﻪ ﻓـﻲ‬
‫ﺍﻝﺼﺤﻑ ﻭﻨﺤﻭﻫﺎ‪" ،‬ﻭﺍﻝﻌﻼﻨﻴﺔ" ﺨﻼﻑ ﺍﻝﺴﺭ)‪.(٧‬‬
‫‪Copyright © 2017.‬‬
‫‪copyright law.‬‬

‫‪-١٣-‬‬

‫‪EBSCO Publishing : eBook Arabic Collection Trial - printed on 4/4/2020 5:45 PM via MINISTÈRE DE L''EDUCATION‬‬
‫‪NATIONALE, DE LA FORMATION PROFESSIONNELLE‬‬
‫; ‪AN: 1945112‬‬ ‫;‪.‬‬
‫‪Account: ns063387‬‬
‫‪. All rights reserved. May not be reproduced in any form without permission from the publisher, except fair uses permitted under U.S. or applicable‬‬

‫ﻭﺃﻋﻠﻥ ﻴﻌﻠﻥ ﺇﻋﻼﻨﹰﺎ –ﺍﻷﻤﺭ‪ :‬ﺃﻅﻬﺭﻩ‪ ،‬ﺼﺭﺡ ﺒﻪ " ﺃﻋﻠﻥ ﻤﻭﻗﻔـﻪ‬

‫ﻤﻥ ﻫﺫﻩ ﺍﻝﻘﻀﻴﺔ "ﺇﻋﻼﻥ‪ ،‬ﺃﻋﻠﻥ "ﺃﺘﻰ ﻤﺎ ﻴﻨﺸﺭ ﻓﻲ ﺍﻝﺼﺤﻑ ﺃﻭ ﺍﻹﺫﺍﻋﺔ ﺃﻭ ﻨﺤﻭﻫﺎ‬
‫ﻓﻲ ﻨﺸﺭﺍﺕ ﺨﺎﺼﺔ ﻤﻤﺎ ﻴﻬﻡ ﺍﻝﻤﻌﻠﻥ ﺃﻥ ﻴﻁﻠﻊ ﺍﻝﻨﺎﺱ ﻋﻠﻴﻪ ﻭﻴﺴﺘﺠﻴﺒﻭﺍ ﻝﻪ ﻋﻼﻨﻴﺔ‬
‫ﺒﺼﻭﺭﺓ ﻅﺎﻫﺭﺓ ﻋﻜﺴﻬﺎ ﺴﺭﹰﺍ ﴿ ‪‬ﻭﺃَﻨ ﹶﻔﻘﹸﻭﺍ ِﻤ ‪‬ﻤﺎ ‪‬ﺭ ‪‬ﺯﻗﹾﻨﹶﺎ ‪‬ﻫﻡ‪ ‬ﺴِـﺭ‪‬ﺍ ‪‬ﻭﻋ‪‬ﻼ ِﻨ ‪‬ﻴ ﹰﺔ﴾ ﻗـﺭﺁﻥ‬
‫ﻜﺭﻴﻡ‪ ،‬ﻋﻠﻥ‪ :‬ﺨﻼﻑ ﺍﻝﺴﺭ "ﻴﻘﻭل ﺭﺃﻴﻪ ﻋﻠﻨﹰﺎ ﻻ ﻴﺨﺸﻰ ﺃﺤﺩﹰﺍ")‪.(٨‬‬
‫ﻭﺠﺎﺀ ﻓﻲ ﻤﻌﺠﻡ ﻤﺼﻁﻠﺤﺎﺕ ﺍﻹﻋﻼﻡ ﺃﻥ ﺍﻹﻋﻼﻥ ﻫﻭ "ﺍﻝﺭﺴﺎﺌل‬
‫ﺍﻝﺘﻲ ﻴﻭﺠﻬﻬﺎ ﺍﻝﻤﻌﻠﻨﻭﻥ ﺇﻝﻰ ﺍﻝﺠﻤﻬﻭﺭ ﻝﺘﻌﺭﻴﻔﻪ ﺒﺎﻝﺴﻠﻊ ﻭﺍﻝﺨﺩﻤﺎﺕ ﺍﻝﺘـﻲ ﺘﻘـﺩﻤﻬﺎ‬
‫ﺍﻝﻤﻨﺸﺄﺓ ﻤﺴﺘﺨﺩﻤﻴﻥ ﻓﻲ ﺫﻝﻙ ﻭﺴﺎﺌل ﺍﻝﻨﺸﺭ ﺍﻝﻤﺘﺎﺤﺔ)‪ ،(٩‬ﺃﻤﺎ ﻓﻲ ﺍﻝﻠﻐﺔ ﺍﻝﻔﺭﻨﺴﻴﺔ ﻓﻘﺩ‬
‫ﺠﺎﺀ ﻓﻲ ﻗﺎﻤﻭﺱ "ﻻﺭﻭﺱ" ﺃﻥ ﺍﻹﻋﻼﻥ ﻫﻭ "ﻤﺠﻤـﻭﻉ ﺍﻝﻭﺴـﺎﺌل ﺍﻝﻤﺴـﺘﺨﺩﻤﺔ‬
‫ﻝﻠﺘﻌﺭﻴﻑ ﺒﻤﻨﺸﺄﺓ ﺘﺠﺎﺭﻴﺔ ﺃﻭ ﺼﻨﺎﻋﻴﺔ ﻭﺇﻅﻬﺎﺭ ﻤﻨﺘﺠﺎﺘﻬﺎ " ﻭﻗﺩ ﻋﺭﻓـﺕ ﺩﺍﺌـﺭﺓ‬
‫ﺍﻝﻤﻌﺎﺭﻑ ﺍﻝﻔﺭﻨﺴﻴﺔ ﺍﻹﻋﻼﻥ ﻋﻠﻰ ﺃﻨﻪ "ﻤﺠﻤﻭﻉ ﺍﻝﺭﺴﺎﺌل ﺍﻝﻤﺴـﺘﺨﺩﻤﺔ ﻝﺘﻌﺭﻴـﻑ‬
‫ﺍﻝﺠﻤﻬﻭﺭ ﺒﻤﻨﺸﺄﺓ ﺘﺠﺎﺭﻴﺔ ﺃﻭ ﺼﻨﺎﻋﻴﺔ ﺃﻭ ﺇﻗﻨﺎﻋﻪ ﺒﺎﻤﺘﻴﺎﺯ ﻤﻨﺸﺂﺘﻬﺎ ﻭﺍﻹﻴﻌﺎﺯ ﺇﻝﻴـﻪ‬
‫ﺒﻁﺭﻴﻘﺔ ﻤﺎ ﺒﺤﺎﺠﺘﻪ ﺇﻝﻴﻬﺎ")‪ ،(١٠‬ﺃﻤﺎ ﺍﻝﻘﺎﻤﻭﺱ ﺍﻝﻔﺭﻨﺴﻲ ﺍﻝﻌـﺎﻡ ﺍﻝﻜﺒﻴـﺭ ﻓﻴﻌـﺭﻑ‬
‫ﺍﻹﻋﻼﻥ "ﺒﺄﻨﻪ ﻤﺠﻤﻭﻉ ﺍﻝﺭﺴﺎﺌل ﺍﻝﻤﺴﺘﺨﺩﻤﺔ ﻝﻠﺘﻌﺭﻴﻑ ﺒﻤﻨﺸﺄﺓ ﻤﺎ")‪.(١١‬‬
‫ﻭﻴﻅﻬﺭ ﻫﻨﺎ ﺒﻭﻀﻭﺡ ﺍﻝﻔﺎﺭﻕ ﺒﻴﻥ ﻤﻔﻬﻭﻡ ﺍﻹﻋﻼﻥ ﻓـﻲ ﻗـﻭﺍﻤﻴﺱ‬
‫ﺍﻝﻠﻐﺔ ﺍﻝﻌﺭﺒﻴﺔ‪ ،‬ﻭﻤﻔﻬﻭﻤﻪ ﻓﻲ ﻗﻭﺍﻤﻴﺱ ﺍﻝﻠﻐﺔ ﺍﻝﻔﺭﻨﺴـﻴﺔ‪ ،‬ﻓﻔـﻲ ﺤـﻴﻥ ﺃﺠﻤﻌـﺕ‬
‫ﺍﻝﻘﻭﺍﻤﻴﺱ ﺍﻝﻌﺭﺒﻴﺔ ﻋﻠﻰ ﺃﻥ ﺍﻹﻋﻼﻥ ﻴﻌﻨﻲ ﺍﻹﻅﻬﺎﺭ ﻭﺍﻝﺒﻭﺡ ﻭﺍﻝﻜﺸﻑ ﻭﺍﻝﺠﻬـﺭ‪،‬‬
‫ﻻ‬
‫ﻨﺠﺩ ﺃﻥ ﺍﻹﻋﻼﻥ ﻓﻲ ﺍﻝﻠﻐﺔ ﺍﻝﻔﺭﻨﺴﻴﺔ ﻴﺭﺘﺒﻁ ﺒﺎﻝﻨﺸﺎﻁ ﺍﻝﺘﺠﺎﺭﻱ ﻭﻴﺠﻌﻠـﻪ ﻤﺠـﺎ ﹰ‬
‫ﺃﺴﺎﺴﻴﹰﺎ ﻝﻪ‪ ،‬ﻭﻫﻭ ﺒﺫﻝﻙ ﻴﺴﺘﺒﻌﺩ ﺃﻱ ﺩﻭﺭ ﺁﺨﺭ ﻝﻺﻋﻼﻥ ﻏﻴـﺭ ﺍﻝﺘـﺭﻭﻴﺞ ﻝﻠﺴـﻠﻊ‬
‫ﻭﺍﻝﺨﺩﻤﺎﺕ‪.‬‬
‫ﻭﻤﻥ ﺍﻝﻨﺎﺤﻴﺔ ﺍﻻﺼﻁﻼﺤﻴﺔ ﻭﺭﺩﺕ ﺍﻝﻌﺩﻴﺩ ﻤﻥ ﺍﻝﺘﻌﺭﻴﻔﺎﺕ ﺍﻝﺘـﻲ‬
‫ﻭﻀﻌﻬﺎ ﺍﻝﻤﺘﺨﺼﺼﻭﻥ ﻭﺍﻝﺒﺎﺤﺜﻭﻥ‪ ،‬ﺤﻴﺙ ﻋﺭﻑ ﺍﻝﺩﻜﺘﻭﺭ "ﻋﻠﻲ ﺍﻝﺴﻠﻤﻲ" ﺍﻹﻋﻼﻥ‬
‫ﺒﺄﻨﻪ "ﻋﻤﻠﻴﺔ ﺍﺘﺼﺎل ﻏﻴﺭ ﺸﺨﺼﻲ ﻤﻥ ﺨﻼل ﻭﺴﺎﺌل ﺍﻻﺘﺼﺎﻻﺕ ﺍﻝﻌﺎﻤﺔ ﺒﻭﺍﺴﻁﺔ‬
‫‪Copyright © 2017.‬‬
‫‪copyright law.‬‬

‫‪-١٤-‬‬

‫‪EBSCO Publishing : eBook Arabic Collection Trial - printed on 4/4/2020 5:45 PM via MINISTÈRE DE L''EDUCATION‬‬
‫‪NATIONALE, DE LA FORMATION PROFESSIONNELLE‬‬
‫; ‪AN: 1945112‬‬ ‫;‪.‬‬
‫‪Account: ns063387‬‬
‫‪. All rights reserved. May not be reproduced in any form without permission from the publisher, except fair uses permitted under U.S. or applicable‬‬

‫ﻤﻌﻠﻨﻴﻥ ﻴﺩﻓﻌﻭﻥ ﺜﻤﻨﹰﺎ ﻝﺘﻭﺼﻴل ﻤﻌﻠﻭﻤﺎﺕ ﻤﻌﻴﻨﺔ ﺇﻝﻰ ﻓﺌﺎﺕ ﻤﻥ ﺍﻝﻤﺴﺘﻬﻠﻜﻴﻥ ﺤﻴـﺙ‬
‫ﻴﻔﺼﺢ ﺍﻝﻤﻌﻠﻥ ﻋﻥ ﺸﺨﺼﻴﺘﻪ ﻓﻲ ﺍﻹﻋﻼﻥ")‪ ،(١٢‬ﻭﻴﺅﺨﺫ ﻋﻠﻰ ﻫﺫﺍ ﺍﻝﺘﻌﺭﻴﻑ ﺨﻠﻁﻪ‬
‫ﻤﺎ ﺒﻴﻥ ﺍﻹﻋﻼﻥ ﻭﺍﻹﻋﻼﻡ ﺤﻴﺙ ﻴﺘﺴﻡ ﺍﻷﺨﻴﺭ ﺒﺎﻝﻤﻭﻀﻭﻋﻴﺔ ﻭﺘﺯﻭﻴﺩ ﺍﻝﺠﻤﻬـﻭﺭ‬
‫ﺒﺎﻝﺤﻘﺎﺌﻕ ﺍﻻﺒﺘﻌﺎﺩ ﻋﻥ ﺍﻝﻤﺒﺎﻝﻐﺔ‪ ،‬ﻭﺒﺎﻝﺘﺎﻝﻲ ﻓﺈﻥ ﺍﻝﺠﻤﻬﻭﺭ ﻫﻭ ﺍﻝﺫﻱ ﻴﺴـﻌﻰ ﻓـﻲ‬
‫ﺍﻝﻐﺎﻝﺏ ﺇﻝﻰ ﺍﻝﺘﻌﺭﺽ ﻝﻠﺭﺴﺎﻝﺔ ﺍﻹﻋﻼﻤﻴﺔ‪ ،‬ﺃﻤﺎ ﻓﻲ ﺤﺎﻝﺔ ﺍﻹﻋﻼﻥ ﻓﺈﻥ ﺍﻝﻤﻌﻠﻥ ﻫﻭ‬
‫ﺍﻝﺫﻱ ﻴﻌﻤل ﻋﻠﻰ ﻝﻔﺕ ﺍﻨﺘﺒﺎﻩ ﺍﻝﺠﻤﻬﻭﺭ ﻭﺍﻝﺘﺄﺜﻴﺭ ﻓﻴﻪ)‪ ،(١٣‬ﻭﻴﻘﺩﻡ ﺍﻝﺩﻜﺘﻭﺭ "ﻤﺤﻤـﻭﺩ‬
‫ﻻ ﻝﻺﻋﻼﻥ ﻓﻬﻭ ﺤﺴﺏ ﻭﺠﻬﺔ ﻨﻅﺭﻩ "ﺍﻝﻨﺸﺎﻁ ﺍﻝﺫﻱ ﻴـﺅﺩﻱ‬
‫ﻋﺴﺎﻑ" ﺘﻌﺭﻴﻔﹰﺎ ﻤﻁﻭ ﹰ‬
‫ﺇﻝﻰ ﺨﻠﻕ ﺤﺎﻝﺔ ﻤﻥ ﺍﻝﺭﻀﺎ ﺍﻝﻌﻘﻠﻲ ﻨﺤﻭ ﻤﺎ ﻴﻌﻠﻥ ﻋﻨﻪ ﻤﻥ ﺴﻠﻊ ﻭﺨﺩﻤﺎﺕ‪ ،‬ﻭﺃﻓﻜﺎﺭ‪،‬‬
‫ﻭﻤﻨﺸﺂﺕ")‪ ،(١٤‬ﻭﻴﺸﺘﺭﻁ ﺍﻝﺩﻜﺘﻭﺭ ﻋﺴﺎﻑ ﺃﻨﻪ ﻝﻜﻲ ﻴﻜﻭﻥ ﺍﻹﻋﻼﻥ ﺇﻋﻼﻨﹰﺎ ﻴﻨﺒﻐـﻲ‬
‫ﺃﻥ ﻴﻜﻭﻥ ﻤﺩﻓﻭﻉ ﺍﻝﺜﻤﻥ)‪ ،(١٥‬ﻭﺍﻹﻋﻼﻥ ﻭﻓﻘﹰﺎ ﻝﻬﺫﺍ ﺍﻝﺘﻌﺭﻴﻑ ﻴﻬﺩﻑ ﺃﺴﺎﺴـﹰﺎ ﺇﻝـﻰ‬
‫ﺍﻝﺘﺭﻭﻴﺞ ﻤﻥ ﺨﻼل ﺇﺤﺩﺍﺙ ﺤﺎﻝﺔ ﻤﻥ ﺍﻝﻘﺒﻭل ﻓﻲ ﺫﻫﻥ ﺍﻝﺠﻤﻬﻭﺭ ﻭﻫﻭ ﺒﺫﻝﻙ ﻴﺭﻜﺯ‬
‫ﻋﻠﻰ ﺍﻝﺠﻭﺍﻨﺏ ﺍﻝﻨﻔﺴﻴﺔ ﻝﻠﻤﻠﺘﻘﻰ ﻭﻤﺎ ﻴﻨﺘﺞ ﻋﻨﻬﺎ ﻤﻥ ﺇﻗﺩﺍﻡ ﻋﻠﻰ ﺍﻗﺘﻨﺎﺀ ﺍﻝﺴﻠﻊ ﻭﺸﺭﺍﺀ‬
‫ﺍﻝﺨﺩﻤﺎﺕ ﻭﻗﺒﻭل ﺍﻷﻓﻜﺎﺭ‪.‬‬
‫ﻭﻴﺅﻜﺩ ﺍﻝﺩﻜﺘﻭﺭ ﺃﺤﻤﺩ ﻤﺤﻤﺩ ﺍﻝﻤﺼﺭﻱ ﻋﻠﻰ ﺍﻝﺠﻭﺍﻨﺏ ﺍﻷﺨﻼﻗﻴـﺔ ﻓـﻲ‬
‫ﺘﻌﺭﻴﻔﻪ ﻝﻺﻋﻼﻥ ﻓﻬﻭ ﻤﻥ ﻭﺠﻬﺔ ﻨﻅﺭﻩ "ﺍﻝﺘﻌﺭﻴـﻑ ﺍﻝﺴـﻠﻴﻡ ﻭﺍﻷﻤـﻴﻥ ﺒﺎﻝﺴـﻠﻊ‬
‫ﻭﺍﻝﺨﺩﻤﺎﺕ ﻭﺍﻝﻔﺭﺹ ﺍﻝﻤﺘﺎﺤﺔ‪ ،‬ﻭﻫﻭ ﻤﺤﺎﻭﻝﺔ ﺘﻘﺭﻴﺏ ﺍﻝﻤﺴﺎﻓﺔ ﺒﻴﻥ ﺍﻝﻤﻨﺘﺞ ﺃﻭ ﻤﻘﺩﻡ‬
‫ﺍﻝﺴﻠﻊ ﺇﻝﻰ ﺍﻝﻤﺴﺘﻬﻠﻙ ﺍﻝﻨﻬﺎﺌﻲ ﺃﻭ ﺍﻝﻤﻨﺘﻔﻊ ﺒﺎﻝﺨﺩﻤﺔ‪ ،‬ﻭﺍﻝﺒﺎﺤﺙ ﻋﻥ ﺍﻝﻔﺭﺼـﺔ")‪،(١٦‬‬
‫ﻭﺍﻹﻋﻼﻥ ﻭﻓﻕ ﻫﺫﺍ ﺍﻝﺭﺃﻱ ﻻ ﻴﺴﻌﻰ ﻝﻠﺘﺄﺜﻴﺭ ﻋﻠﻰ ﺍﻝﻤﻠﺘﻘﻰ ﻤﻥ ﺨـﻼل ﻋﻤﻠﻴـﺎﺕ‬
‫ﺍﻹﻏﺭﺍﺀ ﻭﺍﻹﻝﺤﺎﺡ ﻝﻜﻲ ﻴﻘﺒل ﻋﻠﻰ ﺸﺭﺍﺀ ﺴﻠﻌﺔ ﻤﻌﻴﻨﺔ‪ ،‬ﻝﻜﻨﻪ ﻫﻨﺎ ﻫﻭ ﺃﻗﺭﺏ ﺇﻝـﻰ‬
‫ﺃﻥ ﻴﻜﻭﻥ ﺨﺩﻤﺔ ﻴﻘﺩﻡ ﻤﻥ ﺨﻼﻝﻬﺎ ﺍﻝﻤﻌﻠﻥ ﺴﻠﻌﺘﻪ ﺒﻁﺭﻴﻘﺔ ﻨﺯﻴﻬﺔ ﺘﺘﻀﻤﻥ ﺍﻝﻤﺯﺍﻴـﺎ‬
‫ﺍﻝﺼﺎﺩﻗﺔ ﻭﺍﻝﺤﻘﻴﻘﻴﺔ ﻝﻠﺴﻠﻊ ﺍﻝﻤﻌﻠﻥ ﻋﻨﻬﺎ‪ ،‬ﺒﻤﺎ ﻴﺘﻴﺢ ﻝﻠﻤﺴﺘﻬﻠﻙ ﺇﻤﻜﺎﻨﻴﺔ ﺍﻝﻭﺼﻭل ﺇﻝﻰ‬
‫ﺘﻠﻙ ﺍﻝﺴﻠﻌﺔ ﺒﺴﻬﻭﻝﺔ ﻭﻴﺴﺭ‪ ،‬ﻭﻫﻭ ﻤﺎ ﻴﻠﻔﺕ ﺍﻻﻨﺘﺒﺎﻩ ﺇﻝﻰ ﻀﺭﻭﺭﺓ ﺃﻥ ﻴﻜﻭﻥ ﺍﻝﻤﻌﻠﻥ‬
‫‪Copyright © 2017.‬‬

‫اتصال غير شخصي مدفوع الثمن يهدف إلى ترويج سلع وخدمات وأفكار من خلال جهة محددة‬
‫‪copyright law.‬‬

‫‪-١٥-‬‬

‫‪EBSCO Publishing : eBook Arabic Collection Trial - printed on 4/4/2020 5:45 PM via MINISTÈRE DE L''EDUCATION‬‬
‫‪NATIONALE, DE LA FORMATION PROFESSIONNELLE‬‬
‫; ‪AN: 1945112‬‬ ‫;‪.‬‬
‫‪Account: ns063387‬‬
‫‪. All rights reserved. May not be reproduced in any form without permission from the publisher, except fair uses permitted under U.S. or applicable‬‬

‫ﻋﻠﻰ ﺨﻠﻕ ﻋﺎل ﻭﺼﺩﻕ ﻤﻊ ﻨﻔﺴﻪ ﻭﻤﻊ ﺍﻝﺠﻤﻬﻭﺭ ﺒﻤﺎ ﻴﺒﻌﺩﻩ ﻋﻥ ﺫﻜﺭ ﺃﻱ ﻤﺯﺍﻴﺎ ﻗﺩ‬
‫ﺘﻜﻭﻥ ﻤﻀﻠﻠﺔ ﺤﻭل ﻤﺎ ﻴﺭﻏﺏ ﻓﻲ ﺍﻹﻋﻼﻥ ﻋﻨﻪ‪.‬‬
‫ﻭﻴﻘﺘﺭﺏ ﺘﻌﺭﻴﻑ ﺍﻝﺩﻜﺘﻭﺭ ﻤﺤﻤﺩ ﺠﻭﺩﺕ ﻨﺎﺼﺭ ﻤﻥ ﺍﻝﺘﻌﺭﻴﻑ ﺍﻝﺴـﺎﺒﻕ‪،‬‬
‫ﻓﺎﻹﻋﻼﻥ ﻋﻨﺩﻩ " ﻜل ﻨﺸﺎﻁ ﻴﻘﻭﻡ ﺒﻨﺸﺭ ﺍﻝﻤﻌﻠﻭﻤـﺎﺕ ﻭﺍﻝﺒﻴﺎﻨـﺎﺕ ﻋـﻥ ﺍﻝﺴـﻠﻊ‬
‫ﻭﺍﻝﺨﺩﻤﺎﺕ ﻭﺍﻝﻤﻨﺸﺂﺕ ﺒﻘﺼﺩ ﺇﺜﺎﺭﺓ ﺒﺼﻴﺭﺓ ﺍﻝﻤﺴـﺘﻬﻠﻜﻴﻥ ﻓـﻲ ﺍﻝﺘﻌـﺭﻑ ﻋﻠـﻰ‬
‫ﺤﺎﺠﺎﺘﻬﻡ ﻭﻋﻠﻰ ﻜﻴﻔﻴﺔ ﺇﺸﺒﺎﻋﻬﺎ‪ ،‬ﻭﻤﻥ ﺃﺠل ﻤﺴﺎﻋﺩﺓ ﺍﻝﻤﻨﺘﺠﻴﻥ ﻓﻲ ﺍﻜﺘﺴﺎﺏ ﻋﻤﻼﺀ‬
‫ﺠﺩﺩ ﻤﻥ ﺨﻼل ﺘﻌﺭﻴﻑ ﻫﺅﻻﺀ ﺍﻝﻌﻤﻼﺀ ﺍﻝﻤﺭﺘﻘﺒﻴﻥ ﺒﺎﻝﺴﻠﻊ ﻭﺍﻝﺨﺩﻤﺎﺕ ﺍﻝﺘﻲ ﻴﻘﺩﻤﻬﺎ‬
‫ﻫﺅﻻﺀ ﺍﻝﻤﻨﺘﺠﻭﻥ")‪ ،(١٧‬ﻭﺍﻹﻋﻼﻥ ﻭﻓﻕ ﻫﺫﺍ ﺍﻝﺘﻌﺭﻴﻑ ﻴﺘﻀﻤﻥ ﺒﻴﺎﻨﺎﺕ ﻤﻭﻀـﻌﻴﺔ‬
‫ﺍﻝﻬﺩﻑ ﻤﻨﻬﺎ ﻫﻭ ﺘﺒﺼﻴﺭ ﺍﻝﻤﺴﺘﻬﻠﻜﻴﻥ ﻭﺘﻤﻜﻴﻨﻬﻡ ﻤﻥ ﺍﻗﺘﻨﺎﺀ ﻤﺎ ﻫﻡ ﻓﻲ ﺤﺎﺠﺔ ﺇﻝﻴـﻪ‬
‫ﻼ ﻤﻥ ﺨﻼل ﺘﻌﺭﻴﻔﻬﻡ ﺒﺎﻝﺴﻠﻊ ﻭﺍﻝﺨﺩﻤﺎﺕ‪ ،‬ﻭﺒﻤﺎ ﻴﺴﺎﻋﺩ ﻓﻲ ﺘﺼﺭﻴﻑ ﻤﺎ ﻴﻘﺩﻤﻪ‬
‫ﻓﻌ ﹰ‬
‫ﺍﻝﻤﻨﺘﺠﻭﻥ ﻤﻥ ﺇﻨﺘﺎﺝ‪.‬‬
‫ﻭﻴﺼﻴﻎ ﺍﻝﺩﻜﺘﻭﺭ ﻨﺎﺠﻲ ﻤﻌﻼ ﺘﻌﺭﻴﻔﺎ ﻝﻺﻋﻼﻥ ﻭﺫﻝﻙ ﺒﻌﺩ ﺃﻥ ﻗﺩﻡ ﻋﺭﻀﹰﺎ‬
‫ﻨﻘﺩﻴﺎ ﻝﻌﺩﺩ ﻫﺎﻡ ﻤﻥ ﺍﻝﺘﻌﺭﻴﻔﺎﺕ ﺍﻝﺴﺎﺒﻘﺔ‪ ،‬ﻓﻬﻭ ﻜﻤﺎ ﻴﺭﺍﻩ "ﻤﺤﺎﻭﻝـﺔ ﺍﺘﺼـﺎل ﻏﻴـﺭ‬
‫ﺸﺨﺼﻴﺔ ﻤﻭﺠﻬﺔ "ﻤﺭﺍﻗﺒﺔ "ﻭﻤﻌﺩﺓ ﻤﻥ ﻗﺒل ﺠﻬﺔ ﻭﺍﻋﻴﺔ "‪ "sponor‬ﻤﺤﺩﺩﺓ ﻭﺫﻝﻙ‬
‫ﺒﻬﺩﻑ ﺍﺴﺘﻤﺎﻝﺔ ﺠﻤﻬﻭﺭ ﻤﺴﺘﻤﻌﻴﻥ ﻤﺴﺘﻬﺩﻑ ﻝﺘﺒﻨﻲ ﻤﺎ ﻴﺭﻭﺝ ﻝـﻪ ﻤـﻥ ﺨـﻼل‬
‫ﺍﻹﻋﻼﻥ "ﺴﻠﻌﺔ‪ ،‬ﺨﺩﻤﺔ‪،‬ﻓﻜﺭﺓ")‪ ،(١٨‬ﻭﻻ ﻴﺸﺘﺭﻁ ﻫﺫﺍ ﺍﻝﺘﻌﺭﻴﻑ ﻓـﻲ ﺍﻹﻋـﻼﻥ ﺃﻥ‬
‫ﻴﻜﻭﻥ ﻤﺩﻓﻭﻉ ﺍﻷﺠﺭ‪ ،‬ﻓﺒﻌﺽ ﺍﻹﻋﻼﻨﺎﺕ ﻗﺩ ﺘﻨﺸﺭ ﻤﺠﺎﻨﺎﹰ‪ ،‬ﺇﻻ ﺃﻥ ﺫﻝﻙ ﻻ ﻴﻨﻔـﻲ‬
‫ﻜﻭﻨﻬﺎ ﺇﻋﻼﻨﺎﺕ ﺘﺴﺘﻬﺩﻑ ﺍﻝﺘﺄﺜﻴﺭ ﻓﻲ ﺠﻤﻬﻭﺭ ﻤﻌﻴﻥ ﻭﺍﺴﺘﻤﺎﻝﺘﻪ‪.‬‬
‫ﻭﺍﻹﻋﻼﻥ ﻤﻥ ﻭﺠﻬﺔ ﻨﻅﺭ ﺒﻌﺽ ﺍﻝﻤﺘﺨﺼﺼﻴﻥ ﻫﻭ "ﺍﻝﻭﺴﻴﻠﺔ ﺍﻝﻤﺩﻓﻭﻋـﺔ‬
‫ﻝﺨﻠﻕ ﺤﺎﻝﺔ ﻤﻥ ﺍﻝﺭﻀﺎ ﺍﻝﻨﻔﺴﻲ ﻓﻲ ﺍﻝﺠﻤﺎﻫﻴﺭ ﻝﻐﺭﺽ ﺒﻴﻊ ﺃﻭ ﻤﺴﺎﻋﺩﺓ ﻓـﻲ ﺒﻴـﻊ‬
‫ﺴﻠﻌﺔ ﺃﻭ ﺨﺩﻤﺔ ﻤﻌﻴﻨﺔ ﺃﻭ ﻜﺴﺏ ﻤﻭﺍﻓﻘﺔ ﺍﻝﺠﻤﻬﻭﺭ ﻋﻠﻰ ﻗﺒﻭل ﻓﻜـﺭﺓ ﻭﺘﻭﺠﻴﻬـﻪ‬
‫ﻭﺠﻬﺔ ﺒﺫﺍﺘﻬﺎ")‪ ،(١٩‬ﻭﻴﻌﻴﺏ ﺍﻝﺩﻜﺘﻭﺭ ﻤﻨﺼﻭﺭ ﻓﻬﻤﻲ ﻋﻠﻰ ﻫﺫﺍ ﺍﻝﺘﻌﺭﻴﻑ ﺨﻠﻁﻪ ﺒﻴﻥ‬
‫ﺍﻝﺩﻋﺎﻴﺔ ﻭﺍﻹﻋﻼﻥ)‪.(٢٠‬‬
‫‪Copyright © 2017.‬‬
‫‪copyright law.‬‬

‫‪-١٦-‬‬

‫‪EBSCO Publishing : eBook Arabic Collection Trial - printed on 4/4/2020 5:45 PM via MINISTÈRE DE L''EDUCATION‬‬
‫‪NATIONALE, DE LA FORMATION PROFESSIONNELLE‬‬
‫; ‪AN: 1945112‬‬ ‫;‪.‬‬
‫‪Account: ns063387‬‬
‫‪. All rights reserved. May not be reproduced in any form without permission from the publisher, except fair uses permitted under U.S. or applicable‬‬

‫ﻭﻴﻌﺭﻑ ﺍﻷﺴﺘﺎﺫ ﻤﺤﻤﺩ ﻋﻠﻲ ﺍﻷﺸﻬﺏ ﺍﻹﻋﻼﻥ ﺒﺄﻨﻪ "ﻤﺠﻤﻭﻋﺔ ﺍﻷﻨﺸﻁﺔ‬

‫ﺍﻝﺘﻲ ﺘﻬﺩﻑ ﺇﻝﻰ ﺍﻻﺘﺼﺎل ﻭﺍﻝﻤﺨﺎﻁﺒﺔ ﺍﻝﺸﻔﻭﻴﺔ ﺃﻭ ﺍﻝﻤﺭﺌﻴﺔ ﻝﻤﺠﻤﻭﻋﺔ ﻤﺨﺘﺎﺭﺓ ﻤﻥ‬
‫ﺍﻷﻓﺭﺍﺩ ﺒﻐﺭﺽ ﺇﺨﺒﺎﺭﻫﻡ ﻭﺍﻝﺘﺄﺜﻴﺭ ﻋﻠﻴﻬﻡ ﻝﺸﺭﺍﺀ ﺴﻠﻌﺔ ﺃﻭ ﺨﺩﻤﺔ ﻤﻌﻴﻨﺔ‪ ،‬ﺃﻭ ﺘﻐﻴﻴﺭ‬
‫ﺍﺘﺠﺎﻫﺎﺘﻬﻡ ﻨﺤﻭ ﺃﻓﻜﺎﺭ ﻭﻤﺎﺭﻜﺎﺕ ﻭﻤﺅﺴﺴﺎﺕ ﻤﻌﻴﻨﺔ ﻭﺫﻝﻙ ﻨﻅﻴﺭ ﺃﺠـﺭ ﻤـﺩﻓﻭﻉ‬
‫ﻝﺠﻬﺔ ﺇﻋﻼﻨﻴﺔ ﻤﺤﺩﺩﺓ")‪ ،(٢١‬ﻭﻴﺜﻴﺭ ﻫﺫﺍ ﺍﻝﺘﻌﺭﻴﻑ ﺘﺴﺎﺅ ﹰ‬
‫ﻻ ﺤﻭل ﻤﺎ ﻴﻁﻠـﻕ ﻋﻠﻴـﻪ‬
‫"ﺍﻹﻋﻼﻥ ﺍﻝﺸﻔﻭﻱ" ﺤﻴﺙ ﻴﺭﻯ ﺍﻝﺩﻜﺘﻭﺭ ﺨﻠﻴل ﺼﺎﺒﺎﺕ ﺒﺄﻥ ﻫـﺫﺍ ﺍﻝﻨـﻭﻉ ﻤـﻥ‬
‫ﺍﻹﻋﻼﻥ ﻻ ﻭﺠﻭﺩ ﻝﻪ ﻷﻨﻪ ﺍﺘﺼـﺎل ﺒـﻴﻥ ﺸﺨﺼـﻴﻥ‪ ،‬ﻭﻫـﻭ ﺍﺘﺼـﺎل ﻏﻴـﺭ‬
‫ﺘﺠﺎﺭﻱ‪...‬ﻭﻫﻭ ﻋﻠﻰ ﻫﺫﺍ ﺍﻷﺴﺎﺱ ﻴﻨﻅﺭ ﺇﻝﻴﻪ ﻋﻠﻰ ﺃﻨﻪ ﺇﻋﻼﻡ ﻤﺒﺎﺸﺭ)‪.(٢٢‬‬
‫ﻭﺘﺭﻜﺯ ﺒﻌﺽ ﺍﻝﺘﻌﺭﻴﻔﺎﺕ ﻋﻠﻰ ﺍﻝﻭﻅﻴﻔﺔ ﺍﻹﻗﻨﺎﻋﻴﺔ ﻝﻺﻋﻼﻥ ﺒﻬﺩﻑ ﺨﻠـﻕ‬
‫ﺍﻝﻁﻠﺏ ﻭﻤﺎ ﻴﺘﺭﺘﺏ ﻋﻠﻰ ﺫﻝﻙ ﻤﻥ ﺘﺤﻘﻴﻕ ﻝﻤﺯﻴﺩ ﻤﻥ ﺍﻷﺭﺒﺎﺡ ﻝﻠﺠﻬﺔ ﺍﻝﻤﻌﻠﻨﺔ‪ ،‬ﺤﻴﺙ‬
‫ﻴﺭﻯ ﺃﻭﻝﺌﻙ ﺃﻥ ﺍﻹﻋﻼﻥ ﻫﻭ"ﻭﺴﻴﻠﺔ ﺠﻤﺎﻫﻴﺭﻴﺔ ﻝﺘﻭﺼﻴل ﺍﻝﻤﻌﻠﻭﻤﺎﺕ ﺒﻐﺭﺽ ﺇﻗﻨﺎﻉ‬
‫ﺍﻝﻤﺸﺘﺭﻴﻥ ﻝﻠﺴﻠﻌﺔ ﺍﻝﻤﻌﻠﻥ ﻋﻨﻬﺎ ﻭﺒﺎﻝﺘﺎﻝﻲ ﺘﻌﻅﻴﻡ ﺍﻷﺭﺒﺎﺡ ﺍﻝﻤﺤﻘﻘﺔ")‪ ،(٢٣‬ﻜﻤـﺎ ﺃﻨـﻪ‬
‫"ﻭﺴﻴﻠﺔ ﺍﺘﺼﺎل ﺇﻗﻨﺎﻋﻲ ﻝﺠﻤﻬﻭﺭ ﻜﺒﻴﺭ")‪ ،(٢٤‬ﻭﻫﻭ ﻜﺫﻝﻙ ﻓﻥ ﺇﻏﺭﺍﺀ ﺍﻷﻓﺭﺍﺩ ﻋﻠـﻰ‬
‫ﺍﻝﺴﻠﻭﻙ ﺒﻁﺭﻴﻘﺔ ﻤﻌﻴﻨﺔ)‪ ،(٢٥‬ﻭﻴﻘﺘﺭﺏ ﻫﺫﺍ ﺍﻻﺘﺠﺎﻩ ﻤﻥ ﺍﻝﺘﻌﺭﻴـﻑ ﺍﻝـﺫﻱ ﻗﺩﻤـﻪ‬
‫ﺍﻝﺩﻜﺘﻭﺭ "ﻨﺒﻴل ﺍﻝﺤﺴﻴﻨﻲ ﺍﻝﻨﺠﺎﺭ" ﻭﺍﻝﺫﻱ ﻤﻔﺎﺩﻩ ﺃﻥ ﺍﻹﻋﻼﻥ ﻫﻭ "ﺍﻝﻨﺸﺎﻁ ﺍﻝﻤﺨﻁـﻁ‬
‫ﻋﻠﻰ ﺃﺴﺱ ﻋﻠﻤﻴﺔ ﻭﻋﻤﻠﻴﺔ‪ ،‬ﻭﺍﻝﻬﺎﺩﻑ ﺇﻝﻰ ﺨﻠﻕ ﺍﻝﻁﻠﺏ ﻋﻠﻰ ﺍﻝﺴﻠﻌﺔ ﺃﻭ ﺍﻝﺨﺩﻤـﺔ‬
‫ﻭﺇﺸﺒﺎﻋﻪ ﻤﻘﺎﺒل ﺃﺠﺭ ﻤﺩﻓﻭﻉ ﻭﺫﻝﻙ ﻤﻥ ﺨﻼل ﻭﺴﺎﺌل ﺍﻝﻨﺸﺭ ﺍﻝﻤﻨﺎﺴـﺒﺔ ﺸـﺭﻴﻁﺔ‬
‫ﻤﺭﺍﻋﺎﺓ ﻜﺎﻓﺔ ﺍﻝﻀﻭﺍﺒﻁ ﺍﻝﻔﻨﻴﺔ ﻭﺍﻝﺸﻜﻠﻴﺔ ﺍﻝﻤﺘﺄﺜﺭﺓ ﺒﻪ ﻭﺍﻝﻤﺅﺜﺭﺓ ﻓﻴﻪ ﻹﺤﺩﺍﺙ ﺍﻷﺜﺭ‬
‫)‪.(٢٦‬‬
‫ﺍﻹﻴﺠﺎﺒﻲ ﻓﻲ ﺍﻝﺠﻤﻬﻭﺭ ﺍﻝﻤﺭﺍﺩ ﻤﺨﺎﻁﺒﺘﻪ"‬
‫ﺃﻤﺎ ﺠﻤﻌﻴﺔ ﻤﻤﺎﺭﺴﻲ ﺍﻹﻋﻼﻥ ﺍﻝﺘﺎﺒﻌﺔ ﻝﻠﺠﻤﻌﻴـﺔ ﺍﻝﺒﺭﻴﻁﺎﻨﻴـﺔ ﻝﻭﻜـﺎﻻﺕ‬
‫ﺍﻹﻋﻼﻥ ﻓﻘﺩ ﻋﺭﻓﺕ ﺍﻹﻋﻼﻥ ﻋﻠﻰ ﺃﻨﻪ ﺍﻝﺭﺴﺎﻝﺔ ﺍﻝﺒﻴﻌﻴﺔ ﺍﻷﻜﺜﺭ ﺇﻗﻨﺎﻋﹰﺎ ﻭﺍﻝﻤﻭﺠﻬـﺔ‬
‫ﻻ –ﺴﻭﺍﺀ ﻝﻠﻤﻨﺘﺞ ﺃﻭ ﺍﻝﺨﺩﻤﺔ‪ ،‬ﻭﺒﺎﻝﺘﻜﻠﻔﺔ ﺍﻷﻗل)‪.(٢٧‬‬
‫ﺇﻝﻰ ﺍﻝﻌﻤﻴل– ﺍﻷﻜﺜﺭ ﺍﺤﺘﻤﺎ ﹰ‬
‫‪Copyright © 2017.‬‬
‫‪copyright law.‬‬

‫‪-١٧-‬‬

‫‪EBSCO Publishing : eBook Arabic Collection Trial - printed on 4/4/2020 5:45 PM via MINISTÈRE DE L''EDUCATION‬‬
‫‪NATIONALE, DE LA FORMATION PROFESSIONNELLE‬‬
‫; ‪AN: 1945112‬‬ ‫;‪.‬‬
‫‪Account: ns063387‬‬
‫‪. All rights reserved. May not be reproduced in any form without permission from the publisher, except fair uses permitted under U.S. or applicable‬‬

‫ﻭﻓﻲ ﻤﻘﺎﺒل ﺫﻝﻙ ﻓﺈﻥ ﻫﻨﺎﻙ ﻤﻥ ﻴﻨﻅﺭ ﺇﻝﻰ ﺍﻹﻋﻼﻥ ﻋﻠﻰ ﺃﻨـﻪ ﻭﺴـﻴﻠﺔ‬
‫ﺘﺴﺎﻋﺩ ﻓﻲ ﺇﺸﺒﺎﻉ ﺍﺤﺘﻴﺎﺠﺎﺕ ﺍﻝﺠﻤﻬﻭﺭ ﺍﻝﺤﻘﻴﻘﻴﺔ‪ ،‬ﺒﻤﻌﻨﻰ ﺃﻥ ﺍﻹﻋﻼﻥ ﻴﺠـﺏ ﺃﻻ‬
‫ﻴﻘﺩﻡ ﻝﻠﻤﺴﺘﻬﻠﻙ ﺇﻻ ﻤﺎ ﻫﻭ ﻓﻲ ﺤﺎﺠﺔ ﻓﻌﻠﻴﺔ ﺇﻝﻴﻪ‪ ،‬ﺤﻴﺙ ﻴﻨﻅﺭ ﺍﻝﺩﻜﺘﻭﺭ ﻤﻨﺼـﻭﺭ‬
‫ﻓﻬﻤﻲ ﻝﻺﻋﻼﻥ ﻋﻠﻰ ﺃﻨﻪ "ﺇﺤﺩﻯ ﺃﺴﺎﻝﻴﺏ ﺃﺜﺎﺭﺓ ﺍﻝﻁﻠﺏ ﺘﻬﺩﻑ ﺇﻝﻰ ﻝﻔـﺕ ﺍﻨﺘﺒـﺎﻩ‬
‫ﺍﻝﻤﺴﺘﻬﻠﻜﻴﻥ ﺇﻝﻰ ﺴﻠﻊ ﻭﺨﺩﻤﺎﺕ ﻴﺤﺘﺎﺠﻭﻨﻬﺎ ﻭﺘﻘﺩﻡ ﻝﻬﻡ ﻤﻥ ﺨﻼل ﺍﻹﻋﻼﻥ ﻤﻌﻠﻭﻤﺔ‬
‫ﺍﻝﺘﻌﺭﻴﻑ ﺃﻭ ﺍﻝﺘﺭﻏﻴﺏ ﺃﻭ ﺍﻝﺘﺭﺸﻴﺩ ﻓﻲ ﻤﺤﺎﻭﻝﺔ ﻝﺘﻨﻅﻴﻡ ﺇﺩﺍﺭﺓ ﺍﻝﺴﻭﻕ")‪.(٢٨‬‬
‫ﻭﻴﻁﺭﺡ ﺒﻌﺽ ﺃﺴﺎﺘﺫﺓ ﺍﻹﻋﻼﻥ ﺘﻌﺭﻴﻔـﺎﺕ ﻤﺸـﺎﺒﻬﺔ ﻝﻬـﺫﺍ ﺍﻝﺘﻌﺭﻴـﻑ‬
‫ﻓﺎﻹﻋﻼﻥ ﻓﻲ ﻨﻅﺭﻫﻡ ﻴﻬﺩﻑ ﺒﺎﻝﺩﺭﺠﺔ ﺍﻷﻭﻝﻰ ﺇﻝـﻰ ﺇﺘﺎﺤـﺔ ﺍﻝﻤﻌﻠﻭﻤـﺎﺕ ﺃﻤـﺎﻡ‬
‫ﺍﻝﺠﻤﻬﻭﺭ ﻋﻥ ﺴﻠﻊ ﻭﺨﺩﻤﺎﺕ ﻤﻌﻴﻨﺔ ﺩﻭﻥ ﺍﻝﺘﺭﻜﻴﺯ ﻋل ﺠﻭﺍﻨﺏ ﺍﻹﺜﺎﺭﺓ ﻭﺍﻹﻗﻨـﺎﻉ‬
‫ﺍﻝﻤﻠﺢ‪ ،‬ﻭﻤﻥ ﺫﻝﻙ ﻤﺎ ﺫﻫﺏ ﺇﻝﻴﻪ ﺍﻝﺩﻜﺘﻭﺭ "ﻤﺤﻤـﺩ ﻋﺼـﺎﻡ ﺍﻝﻤﺼـﺭﻱ" ﻤـﻥ ﺃﻥ‬
‫ﺍﻹﻋﻼﻥ "ﻋﻤﻠﻴﺔ ﺍﺘﺼﺎل ﻏﻴﺭ ﺸﺨﺼﻲ ﻤﻥ ﺨﻼل ﻭﺴﺎﺌل ﺍﻻﺘﺼﺎل ﺍﻝﻌﺎﻡ ﺒﻭﺍﺴﻁﺔ‬
‫ﻤﻌﻠﻨﻴﻥ ﻴﺩﻓﻌﻭﻥ ﺜﻤﻨﹰﺎ ﻝﺘﻭﺼﻴل ﻤﻌﻠﻭﻤﺎﺕ ﻤﻌﻴﻨﺔ ﺇﻝﻰ ﻤﺌﺎﺕ ﺍﻝﻤﺴـﺘﻬﻠﻜﻴﻥ ﺤﻴـﺙ‬
‫ﻴﻔﺼﺢ ﺍﻝﻤﻌﻠﻥ ﻋﻥ ﺸﺨﺼﻪ ﻓﻲ ﺍﻹﻋﻼﻥ")‪ ،(٢٩‬ﻭﻜﺫﻝﻙ ﺍﻝﺘﻌﺭﻴـﻑ ﺍﻝـﺫﻱ ﻗﺩﻤـﻪ‬
‫ﺍﻝﺩﻜﺘﻭﺭ "ﻁﺎﺭﻕ ﺍﻝﺤﺎﺝ ﻭﺁﺨﺭﻭﻥ" ﻤﻥ ﺃﻥ ﺍﻹﻋﻼﻥ ﻫﻭ "ﺍﻝﻭﺴﻴﻠﺔ ﺍﻝﺘﻲ ﺘﻠﺠﺄ ﺇﻝﻴﻬـﺎ‬
‫ﺍﻝﻤﺅﺴﺴﺔ ﻝﺘﻘﺩﻴﻡ ﻤﻌﻠﻭﻤﺎﺕ ﻋﻥ ﺴﻠﻌﻬﺎ ﻤﻘﺎﺒل ﺃﺠﺭ ﻤﻌﻴﻥ")‪ ،(٣٠‬ﻭﺘﻌﺭﻴﻑ ﺍﻝـﺩﻜﺘﻭﺭ‬
‫"ﻋﺒﺩ ﺍﻝﺴﻼﻡ ﺃﺒﻭ ﻗﺤﻑ " ﺍﻹﻋﻼﻥ ﻫﻭ "ﺃﻱ ﺸﻜل ﻤﻥ ﺃﺸـﻜﺎل ﺍﻻﺘﺼـﺎل ﺍﻝﻐﻴـﺭ‬
‫ﺍﻝﺸﺨﺼﻲ ﻤﺩﻓﻭﻉ ﺍﻝﻘﻴﻤﺔ ﻹﺭﺴﺎل ﻓﻜﺭﺓ ﺃﻭ ﻤﻌﻠﻭﻤﺔ ﺘﺭﺘﺒﻁ ﺒﺴﻠﻌﺔ ﺃﻭ ﺨﺩﻤﺔ ﻭﺫﻝﻙ‬
‫ﺒﻭﺍﺴﻁﺔ ﺸﺨﺹ ﻤﺤﺩﺩ ﺃﻭ ﻤﻨﻅﻤﺔ ﻤﺤﺩﺩﺓ")‪ ،(٣١‬ﻭﻴﺩﺨل ﻓﻲ ﻫﺫﺍ ﺍﻹﻁـﺎﺭ ﺃﻴﻀـﹰﺎ‬
‫ﺍﻝﺘﻌﺭﻴﻑ ﺍﻝﺫﻱ ﻤﻔﺎﺩﻩ ﺃﻥ ﺍﻹﻋﻼﻥ ﻫﻭ "ﺍﻝﻭﺴﺎﺌل ﺍﻝﻤﺴﺘﺨﺩﻤﺔ ﻝﻭﻀﻊ ﺭﺴﺎﻝﺔ ﻤﻌﻴﻨﺔ‬
‫ﺘﺤﺕ ﺒﺼﺭ ﺍﻝﺠﻤﻬﻭﺭ")‪.(٣٢‬‬
‫ﻭﻻ ﻴﺘﻭﻗﻑ ﺩﻭﺭ ﺍﻹﻋﻼﻥ ﻋﻨﺩ ﺒﻌﺽ ﺍﻝﻤﺘﺨﺼﺼﻴﻥ ﻋﻠﻰ ﺇﺜﺎﺭﺓ ﺍﻝﻁﻠـﺏ‬
‫ﻋﻠﻰ ﺍﻝﺴﻠﻊ ﻭﺍﻝﺨﺩﻤﺎﺕ ﻓﻘﻁ ﺒل ﻴﺘﺠﺎﻭﺯﻩ ﻜﺫﻝﻙ ﺇﻝﻰ ﺍﻝﺘﺭﻭﻴﺞ ﻝﻸﻓﻜﺎﺭ ﻭﺍﻷﺸﺨﺎﺹ‬
‫ﺃﻴﻀﺎﹰ‪ ،‬ﻭﺍﻹﻋﻼﻥ ﺒﻨﺎﺀ ﻋﻠﻰ ﻫﺫﺍ ﺍﻝﺭﺃﻱ ﻝﻴﺱ ﻤﺠﺭﺩ ﺃﺩﺍﺓ ﺘﺠﺎﺭﻴﺔ ﺒﻴﻌﻴﺔ ﻝﻜﻨﻪ ﻴﺴﺎﻫﻡ‬
‫‪Copyright © 2017.‬‬
‫‪copyright law.‬‬

‫‪-١٨-‬‬

‫‪EBSCO Publishing : eBook Arabic Collection Trial - printed on 4/4/2020 5:45 PM via MINISTÈRE DE L''EDUCATION‬‬
‫‪NATIONALE, DE LA FORMATION PROFESSIONNELLE‬‬
‫; ‪AN: 1945112‬‬ ‫;‪.‬‬
‫‪Account: ns063387‬‬
‫‪. All rights reserved. May not be reproduced in any form without permission from the publisher, except fair uses permitted under U.S. or applicable‬‬

‫ﺒﺎﻹﻀﺎﻓﺔ ﺇﻝﻰ ﺫﻝﻙ ﻓﻲ ﻨﺸﺭ ﺍﻷﻓﻜﺎﺭ ﻭﺨﻠﻕ ﺍﻻﻨﻁﺒﺎﻉ ﺍﻝﺤﺴﻥ ﺤﻭل ﺍﻷﺸـﺨﺎﺹ‬
‫ﺒﻘﺼﺩ ﺍﻝﺘﺄﻴﻴﺩ ﻭﺍﻝﻘﺒﻭل‪.‬‬
‫ﻭﻤﻥ ﺃﺸﻬﺭ ﺍﻝﺘﻌﺭﻴﻔﺎﺕ ﻭﺃﻗﺩﻤﻬﺎ ﻓﻲ ﺍﻹﻁﺎﺭ ﺍﻝﺘﻌﺭﻴﻑ ﺍﻝﺫﻱ ﻭﻀﻌﺘﻪ ﻝﺠﻨﺔ‬
‫ﺍﻝﺘﻌﺭﻴﻑ ﺍﻝﺘﺎﺒﻌﺔ ﻝﻠﺠﻨﺔ ﺍﻝﺘﺴﻭﻴﻕ ﺍﻷﻤﺭﻴﻜﻴﺔ ﻤﻥ ﺃﻥ ﺍﻹﻋﻼﻥ ﻫﻭ "ﺍﻝﺠﻬﻭﺩ ﻏﻴـﺭ‬
‫ﺍﻝﺸﺨﺼﻴﺔ ﺍﻝﺫﻱ ﻴﺩﻓﻊ ﻋﻨﻬﺎ ﻤﻘﺎﺒل ﻝﻌـﺭﺽ ﺍﻷﻓﻜـﺎﺭ ﺃﻭ ﺍﻝﺴـﻠﻊ ﺃ ﺍﻝﺨـﺩﻤﺎﺕ‬
‫ﻭﺘﺭﻭﻴﺠﻬﺎ ﺒﻭﺍﺴﻁﺔ ﺸﺨﺹ ﻤﻌﻴﻥ")‪ ،(٣٣‬ﻜﺫﻝﻙ ﻤﻥ ﺒﻴﻥ ﺘﻠﻙ ﺍﻝﺘﻌﺭﻴﻔﺎﺕ ﺍﻹﻋـﻼﻥ‬
‫ﻫﻭ ﺃﻱ ﺠﻬﺩ ﻤﺩﻓﻭﻉ ﻗﻴﻤﺘﻪ ﻓﻲ ﺍﺴﺘﻌﺭﺍﺽ ﺃﻭ ﺘﺭﻭﻴﺞ ﺃﻓﻜﺎﺭ ﻤﻌﻴﻨﺔ‪ ،‬ﺴﻠﻊ ﻤﻌﻴﻨـﺔ‪،‬‬
‫ﺃﻭ ﺨﺩﻤﺎﺕ ﺘﻘﺩﻤﻬﺎ ﺠﻬﺔ ﻤﻌﻴﻨﺔ")‪ ،(٣٤‬ﻭﻴﺄﺘﻲ ﻓﻲ ﻨﻔـﺱ ﻫـﺫﺍ ﺍﻝﺴـﻴﺎﻕ ﺘﻌﺭﻴـﻑ‬
‫"ﺯﻴﻜﻤﻭﻨﺩ ﻭﺍﻤﻴﻜﻭ" " ‪ " zikmund and amico‬ﻝﻺﻋﻼﻥ ﻓﻬﻭ" ﻭﺴـﻴﻠﺔ ﻏﻴـﺭ‬
‫ﺸﺨﺼﻴﺔ ﻝﺘﻘﺩﻴﻡ ﺍﻷﻓﻜﺎﺭ ﻭﺍﻝﺴﻠﻊ ﻭﺍﻝﺨﺩﻤﺎﺕ ﻭﺘﺭﻭﻴﺠﻬﺎ ﻭﺘﺄﻜﻴﺩ ﺤﻀﻭﺭﻫﺎ ﻭﺍﻹﺸﺎﺩﺓ‬
‫ﺒﻬﺎ ﺒﻭﺍﺴﻁﺔ ﺠﻬﺔ ﻤﻌﻠﻭﻤﺔ ﻤﻘﺎﺒل ﺃﺠﺭ ﻤﺩﻓﻭﻉ")‪ ،(٣٥‬ﻭﻜـﺫﻝﻙ ﺘﻌﺭﻴـﻑ "ﺒـﺎﺭﻙ‬
‫ﻭﺯﺍﻝﺘﻤﺎﻥ " "‪ "bark and zaltman‬ﻤﻥ ﺃﻥ ﺍﻹﻋﻼﻥ "ﺘﻤﺜﻴل ﻏﻴـﺭ ﺸﺨﺼـﻲ‬
‫ﻭﻤﺩﻓﻭﻉ ﻝﻠﻤﻨﺘﺠﺎﺕ‪ ،‬ﺃﻓﻜﺎﺭ‪-‬ﺴﻠﻊ– ﺨﺩﻤﺎﺕ‪ ،‬ﺒﻭﺍﺴﻁﺔ ﺠﻬﺔ ﻤﻌﻠﻭﻤﺔ")‪ ،(٣٦‬ﻭﺃﻴﻀـﹰﺎ‬
‫ﺍﻝﺘﻌﺭﻴﻑ ﺍﻝﺫﻱ ﻗﺩﻤﻪ ﻜل ﻤﻥ "ﺒﻭﺭﺩﻥ ﻭﻤﺎﺭﺸﺎل" "‪"Borden and Marshall‬‬
‫ﻤﻥ ﺃﻥ ﺍﻹﻋﻼﻥ "ﻴﺘﻜﻭﻥ ﻤﻥ ﻤﺠﻤﻭﻋﺔ ﺍﻷﻨﺸﻁﺔ ﺍﻝﺘﻲ ﺒﻭﺍﺴﻁﺘﻬﺎ ﺘﻭﺠـﻪ ﺒﻌـﺽ‬
‫ﺍﻝﺭﺴﺎﺌل ﺇﻝﻰ ﻤﺠﻤﻭﻋﺔ ﻤﺨﺘﺎﺭﺓ ﻤﻥ ﺍﻝﺠﻤﻬﻭﺭ ﺒﻐﺭﺽ ﺇﺨﻁﺎﺭﻫﻡ ﻭﺍﻝﺘﺄﺜﻴﺭ ﻋﻠﻴﻬﻡ‬
‫ﻝﺸﺭﺍﺀ ﺍﻝﺴﻠﻊ ﻭﺍﻝﺨﺩﻤﺎﺕ ﺃﻭ ﻝﻜﻲ ﺘﻐﻴﺭ ﺍﻨﻁﺒﺎﻋﺎﺘﻬﻡ ﻋﻥ ﺒﻌﺽ ﺍﻝﻘﻀﺎﻴﺎ ﺃﻭ ﺍﻷﻓﺭﺍﺩ‬
‫ﺃﻭ ﺍﻝﻌﻼﻗﺎﺕ ﺍﻝﺘﺠﺎﺭﻴﺔ ﺃﻭ ﺍﻝﻤﻨﺸﺂﺕ ﺍﻝﻤﺨﺘﻠﻔﺔ")‪.(٣٧‬‬
‫ﻭﻨﺠﺩ ﺃﻴﻀﹰﺎ ﻓﻲ ﻫﺫﺍ ﺍﻹﻁﺎﺭ ﻋﺩﺩﹰﺍ ﻤﻥ ﺍﻝﺘﻌﺭﻴﻔﺎﺕ ﺍﻷﺨﺭﻯ ﺍﻝﺘﻲ ﺘﺴﺘﺩﻋﻲ‬
‫ﺍﻻﻨﺘﺒﺎﻩ ﻭﺒﺎﻝﺘﺎﻝﻲ ﻻﺒﺩ ﻤﻥ ﺍﻹﺸﺎﺭﺓ ﺇﻝﻴﻬﺎ ﻜﺘﻌﺭﻴﻑ ﺍﻝﺩﻜﺘﻭﺭ "ﻫﻨﺎﺀ ﻋﺒـﺩ ﺍﻝﺤﻠـﻴﻡ‬
‫ﺴﻌﻴﺩ" ﻤﻥ ﺃﻥ ﺍﻹﻋﻼﻥ "ﻨﺸﺎﻁ ﺍﺘﺼﺎل ﻏﻴﺭ ﺸﺨﺼﻲ ﻤﺩﻓﻭﻉ ﺍﻷﺠﺭ ﺘﻘﻭﻡ ﺒﻪ ﺠﻬﺔ‬
‫ﻤﻌﻠﻭﻤﺔ ﺇﻝﻰ ﺠﻤﻬﻭﺭ ﻜﺒﻴﺭ ﺒﻬﺩﻑ ﺠﺫﺏ ﺍﻨﺘﺒﺎﻫﻪ ﻭﺇﺜﺎﺭﺘﻪ ﻭﺇﻗﻨﺎﻋﻪ ﻭﺤﺜـﻪ ﻋﻠـﻰ‬
‫ﺍﻗﺘﻨﺎﺀ ﺍﻝﺴﻠﻊ ﺃﻭ ﺍﻝﺨﺩﻤﺎﺕ ﺃﻭ ﺍﻝﻘﺒﻭل ﺍﻝﻁﻴﺏ ﻝﻠﻤﻨﺸﺂﺕ ﺃﻭ ﺍﻷﺸﺨﺎﺹ ﺃﻭ ﺍﻷﻓﻜـﺎﺭ‬
‫‪Copyright © 2017.‬‬
‫‪copyright law.‬‬

‫‪-١٩-‬‬

‫‪EBSCO Publishing : eBook Arabic Collection Trial - printed on 4/4/2020 5:45 PM via MINISTÈRE DE L''EDUCATION‬‬
‫‪NATIONALE, DE LA FORMATION PROFESSIONNELLE‬‬
‫; ‪AN: 1945112‬‬ ‫;‪.‬‬
‫‪Account: ns063387‬‬
‫‪. All rights reserved. May not be reproduced in any form without permission from the publisher, except fair uses permitted under U.S. or applicable‬‬

‫ﺍﻝﻤﻌﻠﻥ ﻋﻨﻬﺎ")‪ ،(٣٨‬ﻭﺘﻌﺭﻴﻑ ﺍﻝﺩﻜﺘﻭﺭ"ﻁﺎﻫﺭ ﻤﻭﺴﻰ" ﺍﻹﻋﻼﻥ ﻫﻭ "ﻭﺴﻴﻠﺔ ﻝﻠﺘﻌﺭﻴﻑ‬

‫ﺒﺴﻠﻌﺔ ﺃﻭ ﺨﺩﻤﺔ ﺒﻐﺭﺽ ﺍﻝﺒﻴﻊ ﺃﻭ ﺍﻝﺸﺭﺍﺀ‪ ،‬ﺃﻭ ﺍﻝﻔﻜﺭﺓ ﺒﻐـﺭﺽ ﻜﺴـﺏ ﺍﻝﻘﺒـﻭل‬
‫ﻭﺍﻝﺘﺄﻴﻴﺩ")‪ ،(٣٩‬ﻭﻴﺄﺘﻲ ﺘﻌﺭﻴﻑ ﺒﺴﺎﻡ ﻤﺤﻤﺩ ﺃﺒﻭ ﺨﻀﻴﺭ ﺤـﺎﻤ ﹰ‬
‫ﻼ ﻝـﻨﻔﺱ ﺍﻝﺭﺅﻴـﺔ‬
‫ﻓﺎﻹﻋﻼﻥ ﻤﻥ ﻭﺠﻬﺔ ﻨﻅﺭﻩ ﻫﻭ "ﻜﺎﻓﺔ ﺍﻝﺠﻬﻭﺩ ﺍﻝﻤﺒﺫﻭﻝﺔ ﻭﺍﻷﻨﺸﻁﺔ ﺍﻝﻤﻤﺎﺭﺴﺔ ﺒﺸﻜل‬
‫ﻏﻴﺭ ﺸﺨﺼﻲ ﻝﺠﻌل ﺍﻝﺴﻠﻊ ﻭﺍﻝﺨﺩﻤﺎﺕ ﻭﺍﻷﻓﻜﺎﺭ ﻤﻘﺒﻭﻝﺔ ﻝﺩﻯ ﺍﻝﻤﺴﺘﻬﻠﻙ")‪.(٤٠‬‬
‫ﻭﻤﻥ ﺍﻝﺘﻌﺭﻴﻔﺎﺕ ﺍﻝﺘﻲ ﺘﻘﺩﻡ ﺭﺅﻴﺔ ﻤﺨﺘﻠﻔـﺔ ﻝﻺﻋـﻼﻥ ﺘﻌﺭﻴـﻑ "ﺩﻭﻭﻥ‬
‫ﻭﺒﺎﺭﺍﺒﺎﻥ" "‪ "Dunn and Baraban‬ﻓﺎﻹﻋﻼﻥ ﻓﻲ ﻨﻅﺭﻫﻤﺎ ﻫﻭ"ﻜﺎﻓﺔ ﺍﻝﺠﻬـﺎﺕ‬
‫ﺍﻻﺘﺼﺎﻝﻴﺔ ﻭﺍﻹﻋﻼﻨﻴﺔ ﻏﻴﺭ ﺍﻝﺸﺨﺼﻴﺔ ﺍﻝﻤﺩﻓﻭﻋﺔ‪ ،‬ﻭﺍﻝﺘﻲ ﺘﻘﻭﻡ ﺒﻬـﺎﻭ ﻤﻨﻅﻤـﺎﺕ‬
‫ﺍﻷﻋﻤﺎل ﻭﺍﻝﻤﻨﻅﻤﺎﺕ ﺍﻝﻐﻴﺭ ﻫﺎﺩﻓﺔ ﻝﻠﺭﺒﺢ‪ ،‬ﻭﺍﻷﻓﺭﺍﺩ‪ ،‬ﻭﺍﻝﺘﻲ ﺘﻨﺸﺭ ﺃﻭ ﺘﻌـﺭﺽ ﺃﻭ‬
‫ﺘﺫﺍﻉ ﺒﺎﺴﺘﺨﺩﺍﻡ ﻜﺎﻓﺔ ﺍﻝﻭﺴﺎﺌل ﺍﻹﻋﻼﻨﻴﺔ‪ ،‬ﻭﺘﻅﻬﺭ ﻤﻥ ﺨﻼﻝﻬﺎ ﺸﺨﺼﻴﺔ ﺍﻝﻤﻌﻠـﻥ‪،‬‬
‫ﻭﺫﻝﻙ ﺒﻬﺩﻑ ﺘﻌﺭﻴﻑ ﺠﻤﻬﻭﺭ ﻤﻌﻴﻥ ﺒﻤﻌﻠﻭﻤﺎﺕ ﻤﻌﻴﻨﺔ‪ ،‬ﻭﺤﺜﻪ ﻋﻠﻰ ﺍﻝﻘﻴﺎﻡ ﺒﺴﻠﻭﻙ‬
‫ﻤﻌﻴﻥ")‪ ،(٤١‬ﻓﻬﺫﺍ ﺍﻝﺘﻌﺭﻴﻑ ﻻ ﻴﺠﻌل ﺍﻹﻋﻼﻥ ﻭﻗﻔﹰﺎ ﻋﻠﻰ ﺍﻝﺠﻬﺎﺕ ﺍﻝﺘـﻲ ﺘﺴـﻌﻰ‬
‫ﻝﺘﺤﻘﻴﻕ ﺍﻷﺭﺒﺎﺡ ﺍﻝﻤﺎﺩﻴﺔ ﻭﻝﻜﻨﻪ ﻴﺘﻌﺩﻯ ﺫﻝﻙ ﺇﻝﻰ ﺍﻝﺠﻬﺎﺕ ﺍﻝﺘﻲ ﻝﻴﺱ ﻓـﻲ ﻨﻴﺘﻬـﺎ‬
‫ﺍﻝﺤﺼﻭل ﻋﻠﻰ ﺃﻱ ﺭﺒﺢ ﻤـﺎﺩﻱ‪ ،‬ﻜـﺒﻌﺽ ﺍﻝﻤﻨﻅﻤـﺎﺕ ﺍﻷﻫﻠﻴـﺔ‪ ،‬ﻭﺍﻝﺨﻴﺭﻴـﺔ‪،‬‬
‫ﻼ‪-‬ﻤـﻥ ﺍﻝﺯﻴـﺎﺩﺓ‬
‫ﻭﺍﻝﻤﺅﺴﺴﺎﺕ ﺍﻝﺤﻜﻭﻤﻴﺔ ﺍﻝﺘﻲ ﺘﻨﺸﺭ ﺇﻋﻼﻨﺎﺕ ﺘﻭﻋﻭﻴﺔ ﻝﻠﺤﺩ‪-‬ﻤﺜ ﹰ‬
‫ﺍﻝﺴﻜﺎﻨﻴﺔ‪ ،‬ﺃﻭ ﻝﻨﺸﺭ ﺍﻝﻭﻋﻲ ﺍﻝﺼﺤﻲ‪ ،‬ﺃﻭ ﺤﻤﺎﻴﺔ ﺍﻝﺒﻴﺌﺔ‪ ،‬ﻭﻤﺤﺎﺭﺒﺔ ﺍﻷﻤﻴﺔ‪ ،‬ﻭﻨﺤـﻭ‬
‫ﺫﻝﻙ ﻤﻥ ﺍﻹﻋﻼﻨﺎﺕ ﺍﻝﺘﻲ ﺘﺴﺘﻬﺩﻑ ﺍﻻﺭﺘﻘﺎﺀ ﺒـﺎﻝﻤﺠﺘﻤﻊ ﻭﺘﺤﺴـﻴﻥ ﺍﻷﻭﻀـﺎﻉ‬
‫ﺍﻝﻤﻌﻴﺸﻴﺔ ﻷﻓﺭﺍﺩﻩ‪ .‬ﻭﻝﻌل ﻫﺫﺍ ﺍﻻﺘﺠﺎﻩ ﻴﺒﺭﺯ ﺒﺸﻜل ﺃﻜﺜﺭ ﻭﻀﻭﺤﹰﺎ ﻓﻲ ﺍﻝﻤﺠﺘﻤﻌﺎﺕ‬
‫ﺍﻝﻨﺎﻤﻴﺔ ﻭﺍﻷﻗل ﻨﻤﻭﺍﹰ‪ ،‬ﺤﻴﺙ ﻴﻨﺒﻐﻲ‪-‬ﻫﻨﺎ‪-‬ﺃﻥ ﻴﻭﻅﻑ ﺍﻹﻋـﻼﻥ ﻭﻴﻭﺠـﻪ ﻝﺼـﺎﻝﺢ‬
‫ﺍﻝﻤﺠﺘﻤﻊ ﻓﻲ ﻋﻤﻭﻤﻪ ﺩﻭﻥ ﺍﻻﻗﺘﺼﺎﺭ ﻋﻠﻰ ﺍﻝﻔﺌﺔ ﺍﻝﻘﺎﺩﺭﺓ ﻤﺎﺩﻴﺎﹰ‪ ،‬ﻭﺍﻝﺘﻲ ﻏﺎﻝﺒﹰﺎ ﻤـﺎ‬
‫ﺘﻜﻭﻥ ﺍﻝﻬﺩﻑ ﺍﻝﺭﺌﻴﺴﻲ ﻝﻺﻋﻼﻨﺎﺕ ﺍﻝﺘﺠﺎﺭﻴﺔ ﻭﺍﻝﺨﺩﻤﻴﺔ‪.‬‬
‫ﻭﺘﺨﻠﺹ ﻤﻥ ﺨﻼل ﻤﺎ ﺘﻡ ﺘﻘﺩﻴﻤﻪ ﻤﻥ ﻋﺭﺽ ﻝﻌﺩﺩ ﻤﻥ ﺍﻝﺘﻌﺭﻴﻔﺎﺕ ﺍﻝﻌﻠﻤﻴﺔ‬
‫ﻝﻺﻋﻼﻥ ﻭﺒﺎﻝﺘﺄﻜﻴﺩ ﻋﻠﻰ ﺃﻥ ﻜل ﺘﻠﻙ ﺍﻝﺘﻌﺭﻴﻔﺎﺕ ﻋﻠﻰ ﻗﺩﺭ ﻤﻥ ﺍﻷﻫﻤﻴﺔ‪ ،‬ﻭﻋﻠـﻰ‬
‫‪Copyright © 2017.‬‬
‫‪copyright law.‬‬

‫‪-٢٠-‬‬

‫‪EBSCO Publishing : eBook Arabic Collection Trial - printed on 4/4/2020 5:45 PM via MINISTÈRE DE L''EDUCATION‬‬
‫‪NATIONALE, DE LA FORMATION PROFESSIONNELLE‬‬
‫; ‪AN: 1945112‬‬ ‫;‪.‬‬
‫‪Account: ns063387‬‬
‫‪. All rights reserved. May not be reproduced in any form without permission from the publisher, except fair uses permitted under U.S. or applicable‬‬

‫ﻤﺎ ﻗﺩ ﻴﺒﺩﻭ ﺒﻴﻨﻬﺎ ﻤﻥ ﺍﺨﺘﻼﻑ ﻓﻲ ﺒﻌﺽ ﺍﻝﺠﻭﺍﻨﺏ ﻓﺈﻥ ﺃﻏﻠﺒﻬﺎ ﻗﺩ ﺠـﺎﺀ‬ ‫ﺍﻝﺭﻏﻡ‬
‫ﻤﺘﺸﺎﺒﻬﹰﺎ ﺇﻝﻰ ﺤﺩ ﺍﻝﺘﻁﺎﺒﻕ ﺃﺤﻴﺎﻨﺎﹰ‪ ،‬ﻭﻫﻲ ﺒﺎﻝﺘﺎﻝﻲ ﻤﻜﻤﻠﺔ ﻝﺒﻌﻀﻬﺎ‪ ،‬ﺤﺘـﻰ ﺃﻨﻨـﺎ ﻻ‬
‫ﻨﺴﺘﻁﻴﻊ ﺃﻥ ﻨﻤﻴل ﻝﺘﻔﻀﻴل ﺃﺤﺩﻫﺎ ﻋﻥ ﺍﻵﺨﺭ‪ ،‬ﺃﻭ ﺃﻥ ﻨﺄﺨﺫ ﺒﻌﻀﻬﺎ ﻭﻨﻬﻤل ﺍﻝﺒﻌﺽ‬
‫ﺍﻵﺨﺭ‪.‬‬
‫ﻭﻤﻥ ﻭﺠﻬﺔ ﻨﻅﺭﻨﺎ ﻓﺈﻥ ﺍﻹﻋﻼﻥ ﻫﻭ"ﻜل ﺠﻬﺩ ﻏﻴﺭ ﺸﺨﺼﻲ ﻤﻘـﺭﻭﺀ ﺃﻭ‬
‫ﻤﺴﻤﻭﻉ ﺃﻭ ﻤﺭﺌﻲ ﺘﻅﻬﺭ ﻤﻥ ﺨﻼﻝﻪ ﺸﺨﺼﻴﺔ ﺍﻝﻤﻌﻠﻥ "ﺠﻬﺔ ﺃﻭ ﻓﺭﺩ "ﺒﻭﻀـﻭﺡ‪،‬‬
‫ﻭﻴﻭﺠﻪ ﻋﺎﺩﺓ ﺇﻝﻰ ﺠﻤﻬﻭﺭ ﻤﺤﺩﺩ‪ ،‬ﻭﻴﻬﺩﻑ ﺇﻤﺎ ﺇﻝﻰ ﺍﻹﺤﺎﻁﺔ ﺒﺄﻤﺭ ﻤـﻥ ﺍﻷﻤـﻭﺭ‬
‫ﻭﺫﻝﻙ ﻨﻅﻴﺭ ﻤﻘﺎﺒل ﻤﺎﺩﻱ ﻤﺘﻔﻕ ﻋﻠﻴﻪ ﻤﻊ ﺠﻬﺔ ﻤﺤﺩﺩﺓ ﻭﻤﻌﺭﻭﻓﺔ"‪.‬‬
‫ﻭﻴﺘﻀﺢ ﻤﻥ ﻜل ﻤﺎ ﺴﺒﻕ ﺃﻥ ﺍﻹﻋﻼﻥ ﻴﺘﻤﻴﺯ ﻋﻥ ﻏﻴﺭﻩ ﻤـﻥ ﺍﻷﻨﺸـﻁﺔ‬
‫ﺍﻻﺘﺼﺎﻝﻴﺔ ﺍﻷﺨﺭﻯ ﻤﻥ ﺨﻼل ﻋﺩﺓ ﺨﺼﺎﺌﺹ ﺘﺸﻜل ﻓـﻲ ﻤﺠﻤﻭﻋﻬـﺎ ﺍﻝﺒﻨﻴـﺎﻥ‬
‫ﺍﻝﻬﻴﻜﻠﻲ ﻝﻪ ﻭﺫﻝﻙ ﻜﺎﻝﺘﺎﻝﻲ‪:‬‬
‫ﺍﻹﻋﻼﻥ ﻋﻥ ﻨﺸﺎﻁ ﺍﺘﺼﺎﻝﻲ ﻏﻴﺭ ﺸﺨﺼﻲ‪ ،‬ﺒﻤﻌﻨﻰ ﺃﻥ ﺍﺘﺼﺎل‬ ‫‪.١‬‬
‫ﺍﻝﻤﻌﻠﻥ ﺒﺎﻝﺠﻤﻬﻭﺭ ﻻ ﻴﺘﻡ ﺒﺸﻜل ﻤﺒﺎﺸﺭ‪ ،‬ﻭﻝﻜﻥ ﻤﻥ ﺨﻼل ﻭﺴﻴﻁ ﺜﺎﻝﺙ ﻫﻲ ﻭﺴﺎﺌل‬
‫ﺍﻝﻨﺸﺭ ﺍﻝﻤﺨﺘﻠﻔﺔ‪.‬‬
‫ﺍﻹﻋﻼﻥ ﺇﻤﺎ ﺃﻥ ﻴﻜﻭﻥ ﻤﻘﺭﻭﺀ ﻤﻥ ﺨﻼل ﻭﺴﺎﺌل ﺍﻝﻨﺸﺭ ﺍﻝﻤﻜﺘﻭﺒﺔ‬ ‫‪.٢‬‬
‫ﺃﻭ ﺃﻥ ﻴﻜﻭﻥ ﻤﺴﻤﻭﻋﹰﺎ ﺃﻭ ﻤﺭﺌﻴﹰﺎ ﻋﺒﺭ ﺃﺠﻬﺯﺓ ﺍﻝﻌﺭﺽ ﺍﻝﻤﺨﺘﻠﻔﺔ‪.‬‬
‫ﺃﻥ ﺍﻹﻋﻼﻥ ﻋﺎﺩﺓ ﻴﺴﺘﻬﺩﻑ ﺠﻤﻬﻭﺭ ﻤﻌﻴﻥ ﺘﺘﻭﺠﻪ ﻝﻪ ﺍﻝﺭﺴـﺎﻝﺔ‬ ‫‪.٣‬‬
‫ﺍﻹﻋﻼﻨﻴﺔ‪ ،‬ﻭﻫﻭ ﻤﺎ ﻴﻔﺘﺭﺽ ﺩﺭﺍﺴﺔ ﺫﻝﻙ ﺍﻝﺠﻤﻬـﻭﺭ ﻭﺍﻝﺘﻌـﺭﻑ ﻋﻠـﻰ ﻤﻴﻭﻝـﻪ‬
‫ﻭﺭﻏﺒﺎﺘﻪ ﺍﻻﺴﺘﻬﻼﻜﻴﺔ ﻭﻤﻌﺭﻓﺔ ﺃﻜﺜﺭ ﺍﻝﻭﺴﺎﺌل ﺍﻻﺘﺼﺎﻝﻴﺔ ﻤﻼﺌﻤﺔ ﻝﻪ ﺒﻤﺎ ﻴﻀـﻤﻥ‬
‫ﺴﻬﻭﻝﺔ ﺍﻝﻭﺼﻭل ﺇﻝﻴﻪ ﻭﺍﻝﺘﺄﺜﻴﺭ ﻓﻴﻪ‪.‬‬
‫ﺍﻹﻋﻼﻥ ﻨﺸﺎﻁ ﺘﻘﻭﻡ ﺒﻪ ﺍﻝﺠﻬﺎﺕ ﻭﺍﻝﻤﻨﺸﺂﺕ ﺍﻝﻤﺨﺘﻠﻔـﺔ ﺒﺸـﻜل‬ ‫‪.٤‬‬
‫ﺸﺨﺼﻲ ﺃﻭ ﺘﻜﺎﻓﻠﻲ ﻜﻤﺎ ﺘﻘﻭﻡ ﺒﻪ ﺃﻴﻀﹰﺎ ﺍﻷﻓﺭﺍﺩ‪.‬‬
‫‪Copyright © 2017.‬‬
‫‪copyright law.‬‬

‫‪-٢١-‬‬

‫‪EBSCO Publishing : eBook Arabic Collection Trial - printed on 4/4/2020 5:45 PM via MINISTÈRE DE L''EDUCATION‬‬
‫‪NATIONALE, DE LA FORMATION PROFESSIONNELLE‬‬
‫; ‪AN: 1945112‬‬ ‫;‪.‬‬
‫‪Account: ns063387‬‬
‫‪. All rights reserved. May not be reproduced in any form without permission from the publisher, except fair uses permitted under U.S. or applicable‬‬

‫ﺇﻥ ﺸﺨﺼﻴﺔ ﺍﻝﻤﻌﻠﻥ ﺴﻭﺍﺀ ﻜﺎﻥ ﻓﺭﺩ ﺃﻭ ﻤﺠﻤﻭﻋﺔ ﺃﻓﺭﺍﺩ‪ ،‬ﺃﻭ ﺠﻬﺔ‬ ‫‪.٥‬‬
‫ﺃﻭ ﻤﺠﻤﻭﻋﺔ ﺠﻬﺎﺕ ﺘﻅﻬﺭ ﻓﻲ ﺍﻹﻋﻼﻥ ﻭﺍﻀﺤﺔ ﻭﻏﻴﺭ ﻤﺴﺘﺘﺭﺓ‪ ،‬ﺒﺤﻴﺙ ﻴﺘﻀﻤﻥ‬
‫ﺍﻹﻋﻼﻥ ﻋﻨﻭﺍﻥ ﺍﻝﻤﻌﻠﻥ‪ ،‬ﻭﺃﺭﻗﺎﻡ ﻫﻭﺍﺘﻔﻪ ﺒﻤﺎ ﻴﺴﻬل ﻋﻤﻠﻴﺔ ﺍﻝﻭﺼﻭل ﺇﻝﻴﻪ‪.‬‬
‫ﺇﻥ ﻫﺩﻑ ﻭﻤﻀﻤﻭﻥ ﺍﻹﻋﻼﻥ ﻻ ﻴﺘﻭﻗﻑ ﻓﻘـﻁ ﻋﻨـﺩ ﻋـﺭﺽ‬ ‫‪.٦‬‬
‫ﻭﺘﺴﻭﻴﻕ ﺍﻝﺴﻠﻊ ﺍﻻﺴﺘﻬﻼﻜﻴﺔ ﻭﺍﻝﺨﺩﻤﺎﺕ ﺒﻬﺩﻑ ﺯﻴﺎﺩﺓ ﻤﺒﻴﻌﺎﺘﻬﺎ‪ ،‬ﻭﺇﺜﺎﺭﺓ ﺍﻹﻗﺒـﺎل‬
‫ﻋﻠﻴﻬﺎ ﻝﻜﻨﻪ‪-‬ﺃﻱ ﺍﻹﻋﻼﻥ‪-‬ﻴﻤﺘﺩ ﻨﺸﺎﻁﻪ ﻜﺫﻝﻙ ﻝﻴﺸﻤل ﺍﻝﺘﺭﻭﻴﺞ ﻝﻸﻓﻜﺎﺭ ﺍﻝﻤﺨﺘﻠﻔـﺔ‪،‬‬
‫ﺍﺠﺘﻤﺎﻋﻴﺔ‪-‬ﺴﻴﺎﺴﻴﺔ‪-‬ﺍﻗﺘﺼﺎﺩﻴﺔ‪ ،‬ﻜﻨﺸﺭ ﺍﻝـﻭﻋﻲ ﺍﻝﺒﻴﺌـﻲ ﻭﺍﻝﺼـﺤﻲ‪ ،‬ﻭﺍﻝـﺩﻋﻭﺓ‬
‫ﻝﻠﻤﺸﺎﺭﻜﺔ ﺍﻝﺴﻴﺎﺴﻴﺔ ﻭﺘﺭﺸﻴﺩ ﺍﻝﺴﻠﻭﻙ ﺍﻻﺴﺘﻬﻼﻜﻲ‪ ،‬ﻝﻜﻨﻪ ﻗﺩ ﻴﻌﻤل ﺃﺤﻴﺎﻨﹰﺎ ﻓﻲ ﻅل‬
‫ﻅﺭﻭﻑ ﺍﻗﺘﺼﺎﺩﻴﺔ ﻤﻌﻴﻨﺔ ﻤﺤﻠﻴﺔ ﺃﻭ ﺩﻭﻝﻴﺔ ﻋﻠﻰ ﺍﻝﺤﺩ ﻤﻥ ﺍﻻﺴﺘﻬﻼﻙ‪ ،‬ﻭﺇﻝﻰ ﺘﺭﺸﻴﺩ‬
‫ﺍﻹﻨﻔﺎﻕ ﻭﺘﻭﺠﻴﻬﻪ ﺒﻤﺎ ﻴﻼﺌﻡ ﻅﺭﻭﻑ ﺍﻝﻤﺠﺘﻤﻊ‪.‬‬
‫ﻭﻗﺩ ﻴﻜﻭﻥ ﻫﺩﻑ ﺍﻹﻋﻼﻥ ﻜﺫﻝﻙ ﺨﻠﻕ ﺼـﻭﺭﺓ ﺫﻫﻨﻴـﺔ ﺤﺴـﻨﺔ ﻋﻠـﻰ‬
‫ﺍﻷﺸﺨﺎﺹ ﻭﺍﻝﻤﻨﺸﺂﺕ ﺍﻝﻤﺨﺘﻠﻔﺔ ﺃﻭ ﺇﺤﺎﻁﺔ ﺠﻤﻬﻭﺭ ﻤﻌﻴﻥ ﺒﺤﺩﺙ ﻤﺎ ﻜﺈﻋﻼﻨـﺎﺕ‬
‫ﺍﻝﻭﻓﻴﺎﺕ ﻭﺍﻷﻓﺭﺍﺡ‪ ،‬ﻭﺘﻘﺩﻴﻡ ﺍﻝﺸﻜﺭ‪ ،‬ﻭﻤﺎ ﺸﺎﺒﻪ ﺫﻝﻙ‪.‬‬
‫ﺇﻥ ﺍﻝﻬﺩﻑ ﻤﻥ ﺍﻹﻋﻼﻥ ﻝﻴﺱ ﺩﺍﺌﻤﹰﺎ ﻫﻭ ﺘﺤﻘﻴﻕ ﺍﻷﺭﺒﺎﺡ ﻓﻜﺜﻴـﺭ‬ ‫‪.٧‬‬
‫ﻤﻥ ﺍﻹﻋﻼﻨﺎﺕ ﺍﻻﺠﺘﻤﺎﻋﻴﺔ ﻭﺍﻝﺘﻭﻋﻭﻴﺔ ﻝﻴﺱ ﻤﻥ ﻀﻤﻥ ﺃﻫﺩﺍﻓﻬﺎ ﺍﻝﺤﺼﻭل ﻋﻠـﻰ‬
‫ﻤﻘﺎﺒل ﻤﺎﺩﻱ‪ ،‬ﻭﺇﻥ ﻜﺎﻥ ﺍﻝﻨﺸﺎﻁ ﺍﻹﻋﻼﻨﻲ ﺨﺎﺼﺔ ﻓﻲ ﺍﻝﻤﺠﺘﻤﻌـﺎﺕ ﺍﻝﺭﺃﺴـﻤﺎﻝﻴﺔ‬
‫ﻴﺴﻌﻰ ﻏﺎﻝﺒﹰﺎ ﺇﻝﻰ ﺘﺤﻘﻴﻕ ﻤﻜﺎﺴﺏ ﻤﺎﺩﻴﺔ‪.‬‬
‫ﺇﻥ ﻫﺫﺍ ﺍﻝﺠﻬﺩ ﻏﻴﺭ ﺍﻝﺸﺨﺼﻲ ﺍﻝﻤﺘﻤﺜل ﻓﻲ ﺍﻹﻋﻼﻥ ﻴﺘﻡ ﻤﻘﺎﺒـل‬ ‫‪.٨‬‬
‫ﺃﺠﺭ ﻤﻌﻴﻥ ﻤﺘﻔﻕ ﻋﻠﻴﻪ ﺒﻴﻥ ﺍﻝﻤﻌﻠﻥ ﻭﺍﻝﻭﺴﻴﻠﺔ ﺍﻝﺘﻲ ﻗﺎﻤﺕ ﺒﻨﺸﺭﻩ‪ ،‬ﺤﻴـﺙ ﻴﻘـﻭﻡ‬
‫ﺍﻝﻁﺭﻑ ﺍﻷﻭل ﺒﺩﻓﻊ ﺘﻜﺎﻝﻴﻑ ﺍﻹﻋﻼﻥ ﻝﻠﺠﻬﺔ ﺍﻝﻨﺎﺸﺭﺓ ﺍﻝﺘﻲ ﺘﺘﻭﻝﻰ ﺒﺩﻭﺭﻫﺎ ﻨﺸـﺭ‬
‫ﺍﻹﻋﻼﻥ ﻭﺇﻴﺼﺎﻝﻪ ﺇﻝﻰ ﻗﻁﺎﻉ ﺍﻝﺠﻤﻬﻭﺭ ﺍﻝﻤﺴﺘﻬﺩﻑ‪.‬‬
‫ﻭﺒﺎﻹﻀﺎﻓﺔ ﺇﻝﻰ ﻫﺫﻩ ﺍﻝﺨﺼﺎﺌﺹ ﺘﻘﺩﻡ ﺍﻝﺩﻜﺘﻭﺭﺓ ﻤﻨﻰ ﺍﻝﺤﺩﻴﺩﻱ ﻋﺩﺩﹰﺍ ﻤﻥ‬
‫ﺍﻝﺨﺼﺎﺌﺹ ﻝﻺﻋﻼﻥ ﺍﻝﺘﻲ ﻨﺭﻯ ﻀﺭﻭﺭﺓ ﺍﻝﺘﻭﻗﻑ ﻋﻨﺩﻫﺎ ﻭﻫﻲ ﻜﺎﻝﺘﺎﻝﻲ)‪:(٤٢‬‬
‫‪Copyright © 2017.‬‬
‫‪copyright law.‬‬

‫‪-٢٢-‬‬

‫‪EBSCO Publishing : eBook Arabic Collection Trial - printed on 4/4/2020 5:45 PM via MINISTÈRE DE L''EDUCATION‬‬
‫‪NATIONALE, DE LA FORMATION PROFESSIONNELLE‬‬
‫; ‪AN: 1945112‬‬ ‫;‪.‬‬
‫‪Account: ns063387‬‬
‫‪. All rights reserved. May not be reproduced in any form without permission from the publisher, except fair uses permitted under U.S. or applicable‬‬

‫ﺍﻹﻋﻼﻥ ﻨﺸﺎﻁ ﻝﻪ ﻫﺩﻑ ﻤﺤﺩﺩ ﻴﺘﻤﺜل ﻓـﻲ ﺘﺤﻘﻴـﻕ ﻤﺼـﻠﺤﺔ‬ ‫‪.١‬‬

‫ﺍﻝﻤﻌﻠﻥ‪ ،‬ﻭﻴﻠﺠﺄ ﺍﻷﺨﻴﺭ ﻝﻭﺴﺎﺌل ﻭﺃﺴﺎﻝﻴﺏ ﻋﺩﺓ ﻝﺘﺤﻘﻴﻕ ﻫﺩﻓﻪ‪ ،‬ﻭﺒﺎﻝﺘﺎﻝﻲ ﻓﻬﻭ ﻨﺸﺎﻁ‬
‫ﺍﺘﺼﺎﻝﻲ ﻴﺴﺘﻬﺩﻑ ﺍﻹﻗﻨﺎﻉ ﺍﻝﻤﺘﺭﺠﻡ ﺇﻝﻰ ﺴﻠﻭﻙ ﻤﺤﺩﺩ ﻭﻅﺎﻫﺭ ﻤﻥ ﻗﺒل ﺍﻝﻤﻌﻠﻥ‪.‬‬
‫ﻴﻌﺘﻤﺩ ﺍﻹﻋﻼﻥ ﻋﻥ ﺍﻝﺘﻜﺭﺍﺭ ﻝﻠﻭﺼﻭل ﺇﻝﻰ ﺠﻤﺎﻫﻴﺭﻩ ﺍﻝﻤﺴﺘﻬﺩﻓﺔ‪،‬‬ ‫‪.٢‬‬
‫ﻭﻝﺘﺤﻘﻴﻕ ﺍﻝﺘﺄﺜﻴﺭ ﺍﻝﺘﺭﺍﻜﻤﻲ ﻭﻤﻼﺤﻘﺔ ﺍﻝﺠﻤﻬﻭﺭ ﺍﻝﻤﺴﺘﻬﺩﻑ ﻭﻤﻭﺍﺠﻬﺔ ﺍﻝﻤﻨﺎﻓﺴـﺔ‪،‬‬
‫ﻭﻋﻭﺍﻤل ﺍﻝﺸﻭﺸﺭﺓ‪.‬‬
‫ﻓﻲ ﺍﻹﻋﻼﻥ ﻋﻨﺎﺼﺭ ﺠﺫﺏ ﺍﻝﻨﻅﺭ ﻭﺍﻻﻨﺘﺒﺎﻩ ﻭﺍﻻﺴﺘﺤﻭﺍﺫ ﻋﻠـﻰ‬ ‫‪.٣‬‬
‫ﺍﻻﻫﺘﻤﺎﻡ ﻀﺭﻭﺭﻴﺔ‪ ،‬ﺤﻴﺙ ﺃﻥ ﺍﻝﻤﻌﻠﻥ ﻫﻭ ﻋﺎﺩﺓ ﺍﻝﺫﻱ ﻴﺴﻌﻰ ﻭﺭﺍﺀ ﺍﻝﻤﻌﻠﻥ ﺇﻝﻴﻪ ﺇﻻ‬
‫ﻓﻲ ﺒﻌﺽ ﺍﻝﺤﺎﻻﺕ‪ ،‬ﻤﺜل ﺍﻹﻋﻼﻨﺎﺕ ﺍﻝﻤﺒﻭﺒﺔ‪ ،‬ﻭﺇﻋﻼﻨﺎﺕ ﺍﻝﻭﻓﻴﺎﺕ‪.‬‬
‫ﻭﻫﻭ ﻤﺎ ﻴﻤﺜل ﺃﺤﺩ ﻤﻅﺎﻫﺭ ﺍﻻﺨﺘﻼﻑ ﺍﻷﺴﺎﺴﻴﺔ ﺒﻴﻥ ﺍﻹﻋـﻼﻥ‬ ‫‪.٤‬‬
‫ﻭﺍﻹﻋﻼﻡ‪ ،‬ﻭﺒﺎﻝﺘﺎﻝﻲ ﻓﺈﻥ ﻜل ﻤﻥ ﺍﻝﺘﺤﺭﻴﺭ ﻭﺍﻹﺨﺭﺍﺝ ﻴﻠﻌﺒﺎﻥ ﺩﻭﺭﹰﺍ ﻴﺼﻌﺏ ﺍﻝﺘﻔﺭﻗﺔ‬
‫ﺒﻴﻨﻬﻤﺎ‪.‬‬
‫ﺘﺘﻔﺎﻭﺕ ﺩﺭﺠﺔ ﺍﺴﺘﺨﺩﺍﻡ ﺍﻹﻋﻼﻥ "ﻜﺜﺎﻓﺔ ﻨﺸﺭﻩ ﻭﺇﺫﺍﻋﺘﻪ" ﻭﺃﺴﺎﻝﻴﺒﻪ‬ ‫‪.٥‬‬
‫ﻤﻥ ﻤﻌﻠﻥ ﻵﺨﺭ‪ ،‬ﻭﺒﺎﻝﻨﺴﺒﺔ ﻝﻠﻤﻌﻠﻥ ﺍﻝﻭﺍﺤﺩ ﺤﺴﺏ ﻅﺭﻭﻑ ﺍﻝﺴﻠﻌﺔ ﺃﻭ ﺍﻝﺨﺩﻤﺔ ﻓـﻲ‬
‫ﺍﻝﺴﻭﻕ‪ ،‬ﻭﻫﻭ ﻤﺎ ﻨﻁﻠﻕ ﻋﻠﻴﻪ ﻋﻤﺭ ﺍﻝﺴﻠﻌﺔ ﻭﻗﻭﺘﻬﺎ ﻭﻤﺎ ﺘﻭﺍﺠﻬﻪ ﻤﻥ ﻤﻨﺎﻓﺴـﺔ ﺃﻭ‬
‫ﻤﺸﻜﻼﺕ ﺃﻭ ﻋﻭﺍﻤل ﺸﻭﺸﺭﺓ‪.‬‬
‫ﺘﻨﻘﺴﻡ ﺍﻹﻋﻼﻨﺎﺕ ﺇﻝﻰ ﺇﻋﻼﻨﺎﺕ ﻤﺒﺎﺸﺭﺓ ﻭﺍﻀـﺤﺔ ﻭﺼـﺭﻴﺤﺔ‪،‬‬ ‫‪.٦‬‬
‫ﻭﺃﺨﺭﻯ ﻏﻴﺭ ﻤﺒﺎﺸﺭﺓ ﺘﺄﺘﻲ ﻓﻲ ﺴﻴﺎﻕ ﻤﻭﺍﺩ ﺇﻋﻼﻤﻴﺔ ﻜﺎﻝﺒﺭﺍﻤﺞ ﺍﻝﻤﻜﻔﻭﻝﺔ ﻭﺍﻝﺩﺭﺍﻤﺎ‬
‫ﻭﺒﺭﺍﻤﺞ ﺍﻝﻤﺴﺎﺒﻘﺎﺕ ﻭﻝﻜل ﻤﻨﻬﺎ ﻭﺴﺎﺌﻠﻪ ﻭﻤﺠﺎﻻﺘﻪ ﻭﺍﺴﺘﺨﺩﺍﻤﺎﺘﻪ‪.‬‬
‫ﻴﺘﺴﻡ ﺍﻹﻋﻼﻥ ﺒﺴﺭﻋﺔ ﺍﻹﻴﻘﺎﻉ ﻭﻤﺤﺩﻭﺩﻴﺔ ﻤﺴﺎﺤﺘﻪ‪ ،‬ﻤﻤﺎ ﻴﺘﻁﻠﺏ‬ ‫‪.٧‬‬
‫ﺍﻝﺘﺭﻜﻴﺯ ﻭﺍﻹﻴﺠﺎﺯ ﻓﻲ ﻓﻜﺭﺘﻪ ﻭﺍﻻﺨﺘﺼﺎﺭ ﻓﻲ ﺘﺤﺭﻴﺭﻩ ﻭﺍﻝﺒﺴﺎﻁﺔ ﻓﻲ ﺍﻝﻤﻌﺎﻝﺠـﺔ‬
‫ﺍﻝﻔﻨﻴﺔ ﻭﻋﺩﺩ ﺃﺸﺨﺎﺼﻪ‪.‬‬
‫‪Copyright © 2017.‬‬
‫‪copyright law.‬‬

‫‪-٢٣-‬‬

‫‪EBSCO Publishing : eBook Arabic Collection Trial - printed on 4/4/2020 5:45 PM via MINISTÈRE DE L''EDUCATION‬‬
‫‪NATIONALE, DE LA FORMATION PROFESSIONNELLE‬‬
‫; ‪AN: 1945112‬‬ ‫;‪.‬‬
‫‪Account: ns063387‬‬
‫‪. All rights reserved. May not be reproduced in any form without permission from the publisher, except fair uses permitted under U.S. or applicable‬‬

‫ﺤﺭﻴﺔ ﺍﻝﻘﺎﺌﻡ ﺒﺎﻻﺘﺼﺎل‪-‬ﺍﻝﻤﻌﻠﻥ‪ -‬ﻜﺒﻴﺭﺓ ﻓﻲ ﺘﺤﺩﻴﺩ ﻤـﺎ ﻴﺭﻴـﺩ‬ ‫‪.٨‬‬

‫ﺘﻭﺼﻴﻠﻪ ﻭﺇﺒﻼﻏﻪ ﻝﻠﺠﻤﻬﻭﺭ ﺍﻝﻤﺴﺘﻬﺩﻑ‪ ،‬ﺤﻴﺙ ﻻ ﻴﻠﺘﺯﻡ ﺍﻝﻤﻌﻠﻥ ﺒﻤﺒﺎﺩﺉ ﺍﻹﻋـﻼﻡ‬
‫ﺍﻝﺘﻲ ﺘﺘﻁﻠﺏ ﺍﻹﺠﺎﺒﺔ ﻋﻠﻰ ﻜل ﺍﺴﺘﻔﺴﺎﺭﺍﺕ ﺍﻝﻤﺘﻠﻘﻲ ﺒﺤﻴﺎﺩ ﻭﻤﻭﻀﻭﻋﻴﺔ‪.‬‬
‫ﻴﻤﺜل ﺍﻝﺠﺎﻨﺏ ﺍﻝﺴﻴﻜﻭﻝﻭﺠﻲ ﻓﻲ ﺍﻹﻋﻼﻥ ﺒﻌﺩﹰﺍ ﺃﺴﺎﺴﻴﺎﹰ‪ ،‬ﺤﻴﺙ ﺃﻥ‬ ‫‪.٩‬‬
‫ﺃﻏﻠﺏ ﺍﻹﻋﻼﻨﺎﺕ ﺘﺨﺎﻁﺏ ﺍﻝﻌﺎﻁﻔﺔ ﺃﻭ ﺍﻝﻤﻨﻁﻕ ﺃﻭ ﺍﻝﻌﺎﻁﻔﺔ ﻭﺍﻝﻤﻨﻁﻕ ﻤﻌﺎﹰ‪ ،‬ﻜﻤﺎ ﺃﻥ‬
‫ﺤﺠﻡ ﺍﻝﻭﻋﻭﺩ ﻭﺍﻝﺨﻴﺎل ﻓﻲ ﺍﻹﻋﻼﻥ ﻤﺴﺎﺤﺘﻬﺎ ﻜﺒﻴﺭﺓ‪.‬‬
‫ﺍﻻﺒﺘﻜﺎﺭ ﻭﺍﻝﺘﺠﺩﻴﺩ ﻓﻲ ﺍﻷﻓﻜﺎﺭ ﺍﻹﻋﻼﻨﻴﺔ ﻀﺭﻭﺭﻴﺔ ﻝﻠﻔﺕ ﺍﻻﻨﺘﺒﺎﻩ‬ ‫‪.١٠‬‬
‫ﻭﻝﻠﺨﺭﻭﺝ ﻤﻥ ﻤﺨﺎﻁﺭ ﺍﻝﺘﺸﺒﻊ ﺍﻹﻋﻼﻨﻲ‪ ،‬ﻭﺍﻝﺘﻲ ﻴﻨﺘﺞ ﻋﻨﻬﺎ ﺍﻨﺼﺭﺍﻑ ﺍﻝﺠﻤﻬﻭﺭ‪.‬‬
‫‪Copyright © 2017.‬‬
‫‪copyright law.‬‬

‫‪-٢٤-‬‬

‫‪EBSCO Publishing : eBook Arabic Collection Trial - printed on 4/4/2020 5:45 PM via MINISTÈRE DE L''EDUCATION‬‬
‫‪NATIONALE, DE LA FORMATION PROFESSIONNELLE‬‬
‫; ‪AN: 1945112‬‬ ‫;‪.‬‬
‫‪Account: ns063387‬‬
‫‪. All rights reserved. May not be reproduced in any form without permission from the publisher, except fair uses permitted under U.S. or applicable‬‬

‫ﻨﺸﺄﺓ ﺍﻹﻋﻼﻥ ﻭﺘﻁﻭﺭﻩ‬

‫ﻝﻡ ﻴﺘﻔﻕ ﺍﻝﻤﺅﺭﺨﻭﻥ ﻋﻠﻰ ﺘﺎﺭﻴﺦ ﻤﺤﺩﺩ ﻝﻨﺸﺄﺓ ﺍﻹﻋـﻼﻥ‪ ،‬ﺇﻻ ﺃﻥ ﺃﻏﻠـﺏ‬
‫ﺍﻵﺭﺍﺀ ﺘﺠﻤﻊ ﻋﻠﻰ ﺃﻨﻪ ﻗﺩﻴﻡ ﻗﺩﻡ ﺍﻝﺤﻀﺎﺭﺓ ﺍﻹﻨﺴﺎﻨﻴﺔ‪ ،‬ﻭﺃﻨﻪ ﻭﻝﺩ ﻤﻊ ﺍﻹﻨﺴﺎﻥ‪ ،‬ﻭﻗﺩ‬
‫ﻜﺎﻥ ﻓﻲ ﺃﻭل ﺍﻷﻤﺭ ﺒﺩﺍﺌﻴﹰﺎ ﺘﻤﺎﻤﹰﺎ ﻜﺸﻜل ﻭﺃﺴﻠﻭﺏ ﺍﻝﺤﻴﺎﺓ ﺍﻝﺫﻱ ﻜﺎﻥ ﺴﺎﺌﺩﹰﺍ ﺁﻨـﺫﺍﻙ‪،‬‬
‫ﻭﺒﺎﻝﺘﺎﻝﻲ ﻴﻤﻜﻥ ﺍﻝﻘﻭل ﺒﺄﻥ ﺍﻹﻋﻼﻥ ﻗﺩ ﻴﻌﻜﺱ ﺇﻝﻰ ﺤﺩ ﻜﺒﻴﺭ ﻨﻤﻁ ﺍﻝﻤﻌﻴﺸﺔ ﺍﻝﺴﺎﺌﺩ‬
‫ﻓﻲ ﻜل ﻤﺭﺤﻠﺔ ﻤﻥ ﺍﻝﻤﺭﺍﺤل ﺍﻝﺘﺎﺭﻴﺨﻴﺔ ﺍﻝﻤﺘﻌﺎﻗﺒﺔ ﻝﻠﺤﻀﺎﺭﺓ ﺍﻹﻨﺴﺎﻨﻴﺔ‪.‬‬
‫ﻓﻘﺩ ﻜﺎﻨﺕ ﺍﻝﻤﻨﺎﺩﺍﺓ ﻤﻥ ﺃﻗﺩ ﺃﺸﻜﺎل ﺍﻹﻋﻼﻥ ﺍﻝﺘﻲ ﻤﺎﺭﺴﻬﺎ ﺍﻹﻨﺴـﺎﻥ ﻓـﻲ‬
‫ﺍﻝﻤﺩﻥ ﺍﻝﻘﺩﻴﻤﺔ ﻤﺜل ﺒﺎﺒل ﻭﺃﺜﻴﻨﺎ ﻭﺭﻭﻤﺎ‪ ..‬ﺤﻴﺙ ﻜﺎﻥ ﺍﻝﻤﻨﺎﺩﻭﻥ ﺁﻨﺫﺍﻙ ﻴﻌﻠﻨﻭﻥ ﻋﻥ‬
‫ﺍﻷﺤﺩﺍﺙ ﺍﻝﺘﻲ ﺘﻠﻡ ﺒﺎﻝﺒﻼﺩ‪ ،‬ﻭﺍﻷﺨﺒﺎﺭ ﺍﻝﻬﺎﻤﺔ‪ ،‬ﻜﻭﺼﻭل ﺍﻝﺴـﻔﻥ ﺇﻝـﻰ ﺍﻝﻤـﻭﺍﻨﺊ‪،‬‬
‫ﻭﻗﺩﻭﻡ ﺍﻝﻘﻭﺍﻓل ﺍﻝﺘﺠﺎﺭﻴﺔ‪ ،‬ﻭﺃﻨﻭﺍﻉ ﺍﻝﺒﻀﺎﻋﺔ ﺍﻝﺘﻲ ﺘﺤﻤﻠﻬﺎ‪ ،‬ﻭﺃﺴﻤﺎﺀ ﺍﻝﺒﺎﻋـﺔ ﻤـﻥ‬
‫ﺃﺼﺤﺎﺏ ﺘﻠﻙ ﺍﻝﻘﻭﺍﻓل)‪ ،(٤٣‬ﻭﻴﺅﻜﺩ ﻫﺫﺍ ﺃﻥ ﺍﻹﻋﻼﻥ ﻓﻲ ﺸﻜﻠﻪ ﺍﻝﺒﺩﺍﺌﻲ " ﺍﻝﻤﻨﺎﺩﺍﺓ "‬
‫ﻗﺩ ﺒﺩﺃ ﺇﻋﻼﻨﹰﺎ ﺘﺠﺎﺭﻴﹰﺎ ﻫﺩﻓﻪ ﺘﺴﻭﻴﻕ ﺍﻝﺴﻠﻊ ﻭﺘﺭﻭﻴﺠﻬﺎ ﺒﻴﻥ ﺍﻝﻨﺎﺱ‪ ،‬ﻭﻻﺒﺩ ﺃﻥ ﺫﻝـﻙ‬
‫ﻜﺎﻥ ﻴﺘﻡ ﺒﻤﻘﺎﺒل ﻤﺎ ﻴﺩﻓﻌﻪ ﺍﻝﺘﺠﺎﺭ ﻝﻤﻥ ﻴﻘﻭﻡ ﺒﻤﻬﻨﺔ ﺍﻝﻤﻨﺎﺩﺍﺓ ﻭﺍﻝﺘﻌﺭﻴﻑ ﺒﺴﻠﻌﻬﻡ‪.‬‬
‫ﻓﻘﺩ ﻜﺎﻥ ﺍﻝﺘﺠﺎﺭ ﻓﻲ ﺒﺎﺒل ﻴﺴﺘﺄﺠﺭﻭﻥ ﺍﻝﻨﺎﻋﻘﻴﻥ ﺍﻝﺫﻴﻥ ﻜﺎﻨﻭﺍ ﻴﻌﻠﻨﻭﻥ ﻋـﻥ‬
‫ﺍﻝﺘﺎﺠﺭ ﻭﺒﻀﺎﻋﺘﻪ ﻝﻠﻤﺎﺭﺓ ﻓﻲ ﺍﻝﻁﺭﻗﺎﺕ)‪ ،(٤٤‬ﻫﻭ ﻤﺎ ﻴﺅﻜﺩ ﺃﻥ ﺍﻝﻤﻨﺎﺩﺍﺓ ﻜﺎﻨﺕ ﻤﻬﻨﺔ‬
‫ﻗﺎﺌﻤﺔ ﻴﺤﺼل ﻤﻥ ﻴﻘﻭﻡ ﺒﻬﺎ ﻋﻠﻰ ﺃﺠﺭ ﻤﻘﺎﺒل ﻋﻤﻠﻪ ﻫﺫﺍ‪ ،‬ﻭﻓﻲ ﺫﻝﻙ ﺨﺎﺼﻴﺔ ﻤـﻥ‬
‫ﺨﺼﺎﺌﺹ ﺍﻹﻋﻼﻥ ﺍﻝﺤﺩﻴﺙ‪ ،‬ﻤﻥ ﺤﻴﺙ ﻜﻭﻨﻪ ﻋﻤل ﻴﺘﻡ ﺒﻤﻘﺎﺒل ﻤﺎﺩﻱ ﻤﺘﻔﻕ ﻋﻠﻴﻪ‬
‫ﺒﻴﻥ ﺍﻝﺠﻬﺔ ﺍﻝﻤﻌﻠﻨﺔ ﺍﻝﺫﻱ ﻫﻭ‪-‬ﻫﻨﺎ‪" -‬ﺍﻝﺘﺎﺠﺭ"‪ ،‬ﻭﻤﻥ ﻴﻨﺸﺭ ﺍﻹﻋﻼﻥ"ﺍﻝﻤﻨﺎﺩﻱ"‪ ،‬ﻭﻓﻲ‬
‫ﻭﺍﻗﻊ ﺍﻷﻤﺭ ﻓﺈﻨﻪ ﺭﻏﻡ ﺍﻝﺘﻁﻭﺭ ﺍﻝﻬﺎﺌل ﺍﻝﺫﻱ ﺸﻬﺩﻩ ﺍﻹﻋﻼﻥ ﻭﻓﻲ ﻭﻗﺘﻨﺎ ﺍﻝﺤﺎﻝﻲ ﻻ‬
‫ﻴﺯﺍل ﻝﻠﻤﻨﺎﺩﻱ ﺩﻭﺭﹰﺍ ﺘﺴﻭﻴﻘﻴﹰﺎ ﺨﺎﺼﺔ ﻓﻲ ﺍﻷﺴﻭﺍﻕ ﺍﻝﺸﻌﺒﻴﺔ‪ ،‬ﺤﻴـﺙ ﻴﻘـﻑ ﺒـﻴﻥ‬
‫‪Copyright © 2017.‬‬
‫‪copyright law.‬‬

‫‪-٢٥-‬‬

‫‪EBSCO Publishing : eBook Arabic Collection Trial - printed on 4/4/2020 5:45 PM via MINISTÈRE DE L''EDUCATION‬‬
‫‪NATIONALE, DE LA FORMATION PROFESSIONNELLE‬‬
‫; ‪AN: 1945112‬‬ ‫;‪.‬‬
‫‪Account: ns063387‬‬
‫‪. All rights reserved. May not be reproduced in any form without permission from the publisher, except fair uses permitted under U.S. or applicable‬‬

‫ﺍﻝﻤﻨﺎﺩﻴﻥ ﺃﻤﺎ ﺍﻝﻤﺤﻼﺕ ﻴﻨﺎﺩﻭﻥ ﺒﺄﺼﻭﺍﺕ ﻋﺎﻝﻴﺔ ﻤﺭﺩﺩﻴﻥ ﻤﺤﺎﺴـﻥ ﺍﻝﺴـﻠﻊ ﺍﻝﺘـﻲ‬
‫ﺘﺒﻴﻌﻬﺎ ﺘﻠﻙ ﺍﻝﻤﺤﻼﺕ ﺒﻬﺩﻑ ﻝﻔﺕ ﻨﻅﺭ ﺍﻝﺠﻤﻬﻭﺭ ﻭﺇﺜﺎﺭﺓ ﺭﻏﺒﺘﻪ ﻓﻲ ﺍﻝﺸﺭﺍﺀ‪.‬‬
‫ﻭﻴﺭﻯ ﻤﺅﺭﺥ ﺍﻹﻋـﻼﻥ )ﺒـﺭﺱ ﺒـﺭﻱ( "‪ "Presbrey‬ﺃﻥ ﺍﻝﻤﻨـﺎﺩﻱ‬
‫ﺍﻝﻤﺼﺭﻱ ﺍﻝﻘﺩﻴﻡ ﻜﺎﻥ ﻴﻐﻨﻲ ﺇﻋﻼﻨﺎﺘﻪ ﺍﻝﺘﻲ ﻜﺎﻥ ﻴﺯﻴﺩﻫﺎ ﺘﺸﻭﻴﻘﹰﺎ ﺒﺎﻝﺤﺩﻴﺙ ﺍﻝﺠـﺫﺍﺏ‬
‫ﻋﻥ ﺍﻝﻤﻨﺎﻁﻕ ﺍﻝﺘﻲ ﻭﺭﺩﺕ ﻤﻨﻬﺎ ﺍﻝﺒﻀﺎﻋﺔ‪ ،‬ﻭﻻ ﻴﻔﻭﺘﻪ ﺃﻥ ﻴﺫﻜﺭ ﺍﻷﻫـﻭﺍل ﺍﻝﺘـﻲ‬
‫ﻋﺎﻨﺎﻫﺎ ﺍﻝﺘﺠﺎﺭ ﻭﺍﻝﺒﺤﺎﺭﺓ ﻓﻲ ﺍﺴﺘﺠﻼﺒﻬﺎ)‪.(٤٥‬‬
‫ﻭﻓﻲ ﺘﻁﻭﺭ ﻻﺤﻕ ﻝﻺﻋﻼﻥ ﺍﺴﺘﺨﺩﻤﺕ ﺍﻝﺭﻤﻭﺯ ﻭﺍﻹﺸﺎﺭﺍﺕ ﺃﻱ "ﺍﻝﺘﻌﺒﻴﺭ‬
‫ﺍﻝﻤﺭﺌﻲ" ﻻﺴﻡ ﺍﻝﺒﺎﺌﻊ ﺃﻭ ﺍﻝﺼﺎﻨﻊ ﺃﻭ ﺼﺎﺤﺏ ﺍﻝﺤﺭﻓﺔ ﻝﻠﺩﻻﻝﺔ ﻋﻠﻰ ﻤﻜﺎﻥ ﺍﻝﺘـﺎﺠﺭ‬
‫ﻭﻨﻭﻉ ﺒﻀﺎﻋﺘﻪ ﺃﻭ ﺍﻝﺨﺩﻤﺔ ﺍﻝﺘﻲ ﻴﻘﺩﻤﻬﺎ‪ ،‬ﻓﻜﺎﻥ ﺍﻝﻜﺄﺱ ﻭﺍﻝﺜﻌﺒﺎﻥ ﺭﻤﺯﹰﺍ ﻝﻠﺼﻴﺩﻝﻴﺎﺕ‪،‬‬
‫ﻭﺍﻝﻬﻼل ﻴﺸﻴﺭ ﺇﻝﻰ ﺍﻝﻁﺒﻴﺏ‪ ،‬ﻜﻤﺎ ﻜﺎﻥ ﻴﺸﺎﺭ ﺇﻝﻰ ﻤﺤﻼﺕ ﺒﻴﻊ ﺍﻝﺨﻤﻭﺭ ﺒﺎﻹﻜﻠﻴـل‬
‫ﻤﻥ ﺍﻝﻠﺒﻼﺏ ﻭﺇﻝﻰ ﺍﻝﻤﺨﺎﺯﻥ ﺒﺸﻜل ﺍﻝﻁﺎﺤﻭﻨﺔ‪ ،‬ﻭﺍﻝﺠﻤﺠﻤﺔ ﺇﻝﻰ ﺍﻝﺨﻁـﺭ‪ ،‬ﻭﺭﺃﺱ‬
‫ﺍﻝﻌﻨﺯﺓ ﺇﻝﻰ ﻤﺤل ﺍﻷﻝﺒﺎﻥ‪ ،‬ﻭﺍﻝﺤﺫﺍﺀ ﺍﻝﺨﺸﺒﻲ ﻝﻺﺴﻜﺎﻓﻲ ﻭﺼﺎﻨﻊ ﺍﻷﺤﺫﻴﺔ‪ ،‬ﻭﺍﻝﻌﻤﻭﺩ‬
‫ﻼ ﻋﻠﻰ ﻤﺤﻼﺕ ﺍﻝﺤﻼﻗﺔ)‪.(٤٦‬‬
‫ﺫﻭ ﺍﻝﺨﻁﻭﻁ ﺍﻝﺒﻴﻀﺎﺀ ﻭﺍﻝﺤﻤﺭﺍﺀ ﻋﻠﻰ ﺍﻝﺘﻭﺍﻝﻲ ﺩﻝﻴ ﹰ‬
‫ﻭﻝﻌل ﺴﺒﺏ ﺍﻨﺘﺸﺎﺭ ﻫﺫﻩ ﺍﻝﺭﻤﻭﺯ ﻤﺭﺩﻩ ﺇﻝﻰ ﺤﺎﻝﺔ ﻋﺩﻡ ﻤﻌﺭﻓـﺔ ﺍﻝﻘـﺭﺍﺀﺓ‬
‫ﻭﺍﻝﻜﺘﺎﺒﺔ ﺍﻝﺘﻲ ﻜﺎﻨﺕ ﺴﺎﺌﺩﺓ ﺁﻨﺫﺍﻙ‪.‬‬
‫ﺃﻤﺎ ﻓﻴﻤﺎ ﻴﺘﻌﻠﻕ ﺒﺎﻹﻋﻼﻥ ﺍﻝﻤﻜﺘﻭﺏ ﻓﻘﺩ ﺍﺨﺘﻠﻔﺕ ﺍﻝﺭﻭﺍﻴﺎﺕ ﺍﻝﺘﺎﺭﻴﺨﻴﺔ ﺤﻭل‬
‫ﻤﻜﺎﻥ ﻭﺘﺎﺭﻴﺦ ﺃﻭل ﺇﻋﻼﻥ ﻤﻜﺘﻭﺏ ﻋﺭﻓﻪ ﺍﻹﻨﺴﺎﻥ‪ ،‬ﻓﻬﻨﺎﻙ ﻤـﻥ ﻴـﺭﻯ ﺃﻥ ﺃﻭل‬
‫ﺇﻋﻼﻥ ﻤﻜﺘﻭﺏ ﻋﺭﻑ ﺃﻤﺭﻩ ﻫﻭ ﺇﻋﻼﻥ ﻤﺼﺭﻱ ﻗﺩﻴﻡ ﻤﺴﺠل ﻋﻠﻰ ﻭﺭﻕ ﺍﻝﺒﺭﺩﻱ‬
‫ﻭﻴﻌﻭﺩ ﺘﺎﺭﻴﺨﻪ ﺇﻝﻰ ﺃﻝﻑ ﺴﻨﺔ ﻗﺒل ﺍﻝﻤﻴﻼﺩ‪ ،‬ﻭﻗﺩ ﻜﺘﺒﻪ ﺃﻤﻴﺭ ﻤﺼﺭﻱ ﻴﻌﻠﻥ ﻓﻴﻪ ﻋﻥ‬
‫ﻤﻜﺎﻓﺄﺓ ﻝﻤﻥ ﻴﺭﺩ ﻝﻪ ﻋﺒﺩﻩ ﺍﻝﺫﻱ ﻫﺭﺏ ﻤﻨﻪ)‪ ،(٤٧‬ﺇﻻ ﺃﻥ ﻫﻨﺎﻙ ﻤﻥ ﻴﺸﻴﺭ ﺇﻝﻰ ﻭﺠﻭﺩ‬
‫ﺇﻋﻼﻥ ﺃﻗﺩﻡ ﻤﻥ ﺫﻝﻙ ﻴﻌﻭﺩ ﺘﺎﺭﻴﺨﻪ ﺇﻝﻰ ﺴﻌﺔ ﺁﻻﻑ ﺴﻨﺔ ﻤﺎﻀﻴﺔ ﻤﻜﺘـﻭﺏ ﻋﻠـﻰ‬
‫ﺒﺭﺩﻴﺔ ﺼﻐﻴﺭﺓ ﻭﻓﻴﻪ ﻴﻌﻠﻥ ﻓﻼﺡ ﻤﺼﺭﻱ ﻋﻥ ﺒﻴﻊ ﺃﺭﻀﻪ‪ ،‬ﻭﻗﺩ ﻜﺘﺏ ﺫﻝﻙ ﺍﻹﻋﻼﻥ‬
‫ﻓﻲ ﺜﻼﺜﺔ ﺴﻁﻭﺭ)‪.(٤٨‬‬
‫‪Copyright © 2017.‬‬
‫‪copyright law.‬‬

‫‪-٢٦-‬‬

‫‪EBSCO Publishing : eBook Arabic Collection Trial - printed on 4/4/2020 5:45 PM via MINISTÈRE DE L''EDUCATION‬‬
‫‪NATIONALE, DE LA FORMATION PROFESSIONNELLE‬‬
‫; ‪AN: 1945112‬‬ ‫;‪.‬‬
‫‪Account: ns063387‬‬
‫‪. All rights reserved. May not be reproduced in any form without permission from the publisher, except fair uses permitted under U.S. or applicable‬‬

‫ﻭﻫﻨﺎﻙ ﻤﻥ ﻴﻌﺘﻘﺩ ﺃﻥ ﺃﻗﺩﻡ ﺇﻋﻼﻥ ﻤﻭﺠﻭﺩ ﺤﺎﻝﻴﹰﺎ ﻫﻭ ﺫﻝﻙ ﺍﻝﺫﻱ ﻭﺠﺩ ﻋﻠﻰ‬
‫ﻝﻭﺤﺔ ﻤﻥ ﺍﻝﻁﻴﻥ ﻤﻨﺫ ﺤﻭﺍﻝﻲ ‪ ٣٠٠٠‬ﺴﻨﺔ ﻗﺒل ﺍﻝﻤـﻴﻼﺩ ﻓـﻲ ﺒﺎﺒـل ﺒـﺎﻝﻌﺭﺍﻕ‪،‬‬
‫ﻭﻤﻀﻤﻭﻥ ﺫﻝﻙ ﺍﻹﻋﻼﻥ ﻴﺘﺤﺩﺙ ﻋﻥ ﺒﺎﺌﻊ ﻝﻤﺭﻫﻡ ﻭﺨﻁﺎﻁ ﻭﺼﺎﻨﻊ ﺃﺤﺫﻴـﺔ)‪،(٤٩‬‬
‫ﻭﺘﻘﻭل ﺒﻌﺽ ﺍﻝﻤﺼﺎﺩﺭ ﺃﻥ ﻋﻠﻤﺎﺀ ﺍﻵﺜﺎﺭ ﻗﺩ ﻭﺠﺩﻭﺍ ﻓﻲ ﺍﻝﻌﺭﺍﻕ ﻨﺸﺭﺍﺕ ﻴﺭﺠـﻊ‬
‫ﻋﻬﺩﻫﺎ ﺇﻝﻰ ‪ ١٨٠٠‬ﺴﻨﺔ ﻗﺒل ﺍﻝﻤﻴﻼﺩ ﺘﺭﺸﺩ ﺍﻝﺯﺭﺍﻋﺔ ﺇﻝﻰ ﻜﻴﻔﻴﺔ ﺒﺫﺭ ﻤﺤﺎﺼـﻴﻠﻬﻡ‬
‫ﻭﺭﻴﻬﺎ ﻭﻋﻼﺠﻬﺎ ﻤﻥ ﺍﻵﻓﺎﺕ)‪ ،(٥٠‬ﻭﺘﺅﻜﺩ ﻤﺼﺎﺩﺭ ﺃﺨﺭﻯ ﺃﻥ ﺃﻭل ﻤـﻥ ﻋـﺭﻑ‬
‫ﺍﻹﻋﻼﻥ ﺍﻝﺘﺤﺭﻴﺭﻱ ﻫﻡ ﺍﻝﺭﻭﻤﺎﻥ ﺍﻝﺫﻴﻥ ﺃﺼﺩﺭﻭﺍ "ﺍﻝﺴﺠل ﺍﻝﺭﺴﻤﻲ ﻝﻺﻋﻼﻥ" ﺍﻝﺫﻱ‬
‫ﻜﺎﻥ ﻴﻌﻠﻥ ﻓﻴﻪ ﻋﻥ ﺍﻷﻝﻌﺎﺏ‪ ..‬ﻭﻓﻲ ﺍﻝﻌﺼﻭﺭ ﺍﻝﻘﺩﻴﻤﺔ ﻝﺭﻭﻤﺎ ﻜﺎﻥ ﻴﻭﺠﺩ ﻤﺎ ﻴﺴﻤﻭﻨﻪ‬
‫" ﺒﺴﺠل ﻜﺒﺎﺭ ﺍﻷﺤﺒﺎﺭ" ﺍﻝﺫﻱ ﻜﺎﻨﺕ ﺘﺴﺠل ﻓﻴـﻪ ﺍﻷﺤـﺩﺍﺙ ﺍﻝﺩﺍﺨﻠﻴـﺔ ﻭﺃﻨﺒـﺎﺀ‬
‫ﺍﻻﻨﺘﺼﺎﺭﺍﺕ ﻭﺍﻝﻬﺯﺍﺌﻡ ﻭﺍﻝﻤﻌﺠﺯﺍﺕ‪ ،‬ﻭﺍﺸﺘﻘﺕ ﻤﻥ ﻫﺫﺍ ﺍﻝﺴﺠل ﺍﻝﺤﻭﻝﻴﺎﺕ ﺍﻝﻜﺒﺭﻯ‪،‬‬
‫ﻭﻗﺩ ﻋﺭﻓﺕ ﻓﻲ ﺭﻭﻤﺎ ﺃﻴﻀﹰﺎ ﺍﻝﻼﻓﺘﺎﺕ ﺍﻝﺘﺠﺎﺭﻴﺔ‪ ،‬ﺤﻴﺙ ﻋﺜﺭ ﻋﻠﻰ ﺇﻋﻼﻥ ﻤﻜﺘﻭﺏ‬
‫ﻋﻠﻰ ﺤﺎﻨﻭﺕ ﻻﻤﺭﺃﺓ ﺘﺒﻴﻊ ﺍﻝﻭﺭﺩ ﻴﻘﻭل "ﺃﻨﻨﻲ ﻻ ﺃﺒﻴﻊ ﺍﻝﻭﺭﻭﺩ ﺇﻻ ﻝﻠﻤﺤﺒﻴﻥ")‪.(٥١‬‬
‫ﻭﻭﺠﺩ ﺃﺤﺩ ﺍﻷﺴﺎﺘﺫﺓ ﺍﻷﻤﺭﻴﻜﻴﻴﻥ ﻓﻲ ﻤﺩﻴﻨﺔ "ﺒﻭﻤﺒﺎﻱ" ﺍﻹﻴﻁﺎﻝﻴﺔ ﺍﻝﻤﻨـﺩﺜﺭﺓ‬
‫ﺇﻋﻼﻨﹰﺎ ﻴﻘﻭل "ﻝﻺﻴﺠﺎﺭ ﻤﻥ ﺃﻭل ﻴﻭﻝﻴﻭ ﺍﻝﻘﺎﺩﻡ ﺩﻜﺎﻜﻴﻥ ﻴﻌﻠﻭﻫﺎ ﺍﻝﺯﻫـﻭﺭ‪ ،‬ﻭﻜـﺫﻝﻙ‬
‫ﻏﺭﻑ ﺠﻤﻴﻠﺔ ﻭﻤﻨﺯل ﺒﺩﻴﻊ ﻓﻲ ﻋﻤﺎﺭﺓ ﺃﺭﻴﻭﺱ ﻴﻭﻝﻴﻭ ﻭﺍﻝﻤﺨﺎﺒﺭﺓ ﻤـﻊ ﺠﻨـﻭﺱ‬
‫ﻤﺎﺭﻴﻭﺱ"‪ ،‬ﻜﻤﺎ ﻭﺠﺩ ﺇﻋﻼﻥ ﺁﺨﺭ ﻴﻘﻭل "ﻓﻘﺩﺕ ﺁﻨﻴﺔ ﻨﺤﺎﺴﻴﺔ ﻤـﻥ ﻫـﺫﺍ ﺍﻝـﺩﻜﺎﻥ‬
‫ﻭﺴﺘﻌﻁﻰ ﻤﻜﺎﻓﺄﺓ ﻗﺩﺭﻫﺎ ‪ ٦٥‬ﺴﺘﺭﺱ ﻭﺇﺫﺍ ﺘﻤﻜﻥ ﺸﺨﺹ ﻤﻥ ﻤﻌﺭﻓـﺔ ﺍﻝﺴـﺎﺭﻕ‬
‫ﻓﺘﺼﺭﻑ ﻝﻪ ﻤﻜﺎﻓﺄﺓ ﺇﻀﺎﻓﻴﺔ)‪ ،(٥٢‬ﻭﻗﺩ ﻜﺎﻥ ﺍﻝﺭﻭﻤﺎﻥ ﻴﻜﺘﺒـﻭﻥ ﺃﺜﻨـﺎﺀ ﺍﻨﺘﺨﺎﺒـﺎﺕ‬
‫ﺃﻋﻀﺎﺀ ﻤﺠﺎﻝﺴﻬﻡ ﻋﻠﻰ ﺤﻭﺍﺌﻁ ﻤﺩﻨﻬﻡ ﻭﻋﻭﺩﻫﻡ ﺍﻻﻨﺘﺨﺎﺒﻴﺔ)‪.(٥٣‬‬
‫ﻭﺘﺸﻴﺭ ﺒﻌﺽ ﺍﻝﻤﺼﺎﺩﺭ ﺇﻝﻰ ﺃﻨﻪ ﻗﺩ ﻋﺜﺭ ﻓﻲ ﻤﺩﻴﻨﺔ ﺘﺒﺴﺔ ﺍﻝﺠﺯﺍﺌﺭﻴﺔ ﻋﻠﻰ‬
‫ﺇﻋﻼﻨﺎﺕ ﻤﺤﻔﻭﺭﺓ ﻓﻲ ﺍﻝﺤﺠﺎﺭﺓ ﻋﻠﻰ ﻭﺍﺠﻬﺎﺕ ﺍﻝﺤﻭﺍﻨﻴﺕ‪ ،‬ﻭﺠﺩﺭﺍﻥ ﺍﻝﻤﻨﺎﺯل‪ ،‬ﻭﻗﺩ‬
‫ﺭﺴﻤﺕ ﺒﺄﻝﻭﺍﻥ ﻤﺨﺘﻠﻔﺔ ﻭﻴﻭﺠﺩ ﻋﻠﻰ ﻗﻭﺱ ﻨﺼﺭ ﻫﺫﻩ ﺍﻝﻤﺩﻴﻨﺔ ﺇﻋﻼﻨﺎﺕ ﻤﺤﻔـﻭﺭﺓ‬
‫ﻋﻥ ﺒﻴﻊ ﻭﺸﺭﺍﺀ ﻭﺘﻭﺜﻴﻕ ﻭﻋﻬﻭﺩ ﻭﻭﺼﺎﻴﺎ)‪ ،(٥٤‬ﺃﻤﺎ ﺍﻹﻏﺭﻴﻕ ﻓﻘﺩ ﻜﺎﻨﻭﺍ ﻴﻌﻠﻘـﻭﻥ‬
‫‪Copyright © 2017.‬‬
‫‪copyright law.‬‬

‫‪-٢٧-‬‬

‫‪EBSCO Publishing : eBook Arabic Collection Trial - printed on 4/4/2020 5:45 PM via MINISTÈRE DE L''EDUCATION‬‬
‫‪NATIONALE, DE LA FORMATION PROFESSIONNELLE‬‬
‫; ‪AN: 1945112‬‬ ‫;‪.‬‬
‫‪Account: ns063387‬‬
‫‪. All rights reserved. May not be reproduced in any form without permission from the publisher, except fair uses permitted under U.S. or applicable‬‬

‫ﻻﻓﺘﺎﺕ ﺘﺤﻤل ﺃﺨﺒﺎﺭ ﺒﻀﺎﺌﻌﻬﻡ ﺨﺎﺭﺝ ﺤﻭﺍﻨﻴﺘﻬﻡ‪ ،‬ﻜﻤﺎ ﻜﺎﻨﻭﺍ ﻴﺤﻔﺭﻭﻥ ﺍﻹﻋﻼﻨﺎﺕ‬
‫ﻭﻴﺭﺴﻤﻭﻨﻬﺎ ﻋﻠﻰ ﺤﻭﺍﺌﻁ ﺍﻝﻤﻨﺎﺯل ﻭﺍﻝﺤﻭﺍﻨﻴﺕ)‪.(٥٥‬‬
‫ﻭﻗﺩ ﺸﻬﺩ ﺍﻹﻋﻼﻥ ﺍﻨﺘﻜﺎﺴﺔ ﻋﻘﺏ ﺯﻭﺍل ﺍﻝﺩﻭﻝﺔ ﺍﻝﺭﻭﻤﺎﻨﻴﺔ‪ ،‬ﻓﺎﺨﺘﻔﺕ ﻤﻌـﺎﻝﻡ‬
‫ﺍﻹﻋﻼﻥ ﺍﻝﺘﺠﺎﺭﻱ ﺍﻝﻤﻜﺘﻭﺏ‪ ،‬ﻭﻋﺎﺩ ﺍﻹﻋﻼﻥ ﺍﻝﺸﻔﻭﻱ ﺒﻭﺍﺴﻁﺔ ﺍﻝﻤﻨﺎﺩﻴﻥ ﻤﻥ ﺠﺩﻴﺩ‪،‬‬
‫ﺤﻴﺙ ﺍﺴﺘﻤﺭ ﺤﺎل ﺍﻹﻋﻼﻥ ﻋﻠﻰ ﻫﺫﺍ ﺍﻝﺸﻜل ﺇﻝﻰ ﺃﻥ ﺒﺩﺃﺕ ﺍﻝﻘﺭﺍﺀﺓ ﻭﺍﻝﻜﺘﺎﺒﺔ ﻓـﻲ‬
‫ﺍﻻﻨﺘﺸﺎﺭ‪ ،‬ﻓﺼﺎﺤﺏ ﺫﻝﻙ ﻅﻬﻭﺭ ﺍﻹﻋﻼﻨﺎﺕ ﺍﻝﻤﻜﺘﻭﺒﺔ ﺒﺎﻝﻴﺩ ﻋﻥ ﺍﻝﺯﻭﺍﺝ ﻭﺍﻝﻤﻭﺍﻝﻴﺩ‬
‫ﻭﺍﻝﻭﻓﻴﺎﺕ‪ ،‬ﺒﺎﻹﻀﺎﻓﺔ ﺇﻝﻰ ﺃﻭﺍﻤﺭ ﺍﻝﺤﻜﺎﻡ ﻭﺍﻝﻘﻭﺍﻨﻴﻥ ﺍﻝﺠﺩﻴـﺩﺓ‪ ،‬ﺜـﻡ ﺍﻹﻋﻼﻨـﺎﺕ‬
‫ﺍﻝﺘﺠﺎﺭﻴﺔ‪ ،‬ﻭﻗﺩ ﻜﺎﻨﺕ ﻜل ﻫﺫﻩ ﺍﻹﻋﻼﻨﺎﺕ ﺘﻨﺴﺦ ﻤﻥ ﻋﺩﺓ ﺼﻭﺭ ﻭﻴﺘﻡ ﺒﻌـﺩ ﺫﻝـﻙ‬
‫ﺘﻌﻠﻴﻘﻬﺎ ﻓﻲ ﺍﻝﻤﻴﺎﺩﻴﻥ ﺍﻝﻌﺎﻤﺔ ﻭﺍﻝﻁﺭﻕ ﺍﻝﺭﺌﻴﺴﺔ)‪.(٥٦‬‬
‫ﻭﺒﺎﺨﺘﺭﺍﻉ ﺍﻝﻤﻁﺒﻌﺔ ﻋﻠﻰ ﻴﺩ ﺠﻭﺘﻨﺒﺭﺝ ﻋﺎﻡ ‪١٤٥٥‬ﻡ ﺸـﻬﺩﺕ ﺍﻝﺤﻀـﺎﺭﺓ‬
‫ﺍﻝﺒﺸﺭﻴﺔ ﺜﻭﺭﺓ ﻜﺒﻴﺭﺓ ﻓﻲ ﻜل ﻤﺠﺎﻻﺕ ﺍﻝﺤﻴﺎﺓ‪ ،‬ﺨﺎﺼﺔ ﻋﻠـﻰ ﺼـﻌﻴﺩ ﻭﺴـﺎﺌل‬
‫ﺍﻻﺘﺼﺎل‪ ،‬ﻭﻗﺩ ﺍﺴﺘﻔﺎﺩ ﺍﻹﻋﻼﻥ ﻤﻥ ﻫﺫﺍ ﺍﻝﺘﻁﻭﺭ ﻝﻴﺸﻬﺩ ﺒﺫﻝﻙ ﻨﻘﻠﺔ ﻨﻭﻋﻴـﺔ ﻤـﻥ‬
‫ﻭﻀﻌﻪ ﺍﻝﺒﺩﺍﺌﻲ ﺍﻝﻘﺩﻴﻡ ﺍﻝﻤﺤﺩﻭﺩ ﺍﻻﻨﺘﺸﺎﺭ ﺇﻝﻰ ﺼﻭﺭﺘﻪ ﺍﻝﺠﻤﺎﻫﻴﺭﻴﺔ ﺫﺍﺕ ﺍﻻﻨﺘﺸﺎﺭ‬
‫ﺍﻝﻭﺍﺴﻊ‪ ،‬ﻓﻘﺩ ﺃﺘﺎﺡ ﻫﺫﺍ ﺍﻻﺨﺘﺭﺍﻉ ﺍﻝﺠﺩﻴﺩ ﺇﻨﺘﺎﺝ ﺃﻭﺭﺍﻕ ﺇﻋﻼﻨﻴﺔ ﻓﻲ ﺸﻜل ﺭﺴـﺎﺌل‬
‫ﻤﻁﺒﻭﻋﺔ ﻝﻠﻤﺴﺘﻬﻠﻜﻴﻥ ﻭﺍﻝﻌﻤﻼﺀ ﺘﺫﻜﺭ ﺍﺴﻡ ﺍﻝﺴﻠﻌﺔ ﻭﻜﻴﻔﻴﺔ ﺍﻝﻭﺼﻭل ﺇﻝﻴﻬﺎ)‪ ،(٥٧‬ﺇﻻ‬
‫ﺃﻥ ﺍﻝﻤﺼﺎﺩﺭ ﺍﻝﺘﺎﺭﻴﺨﻴﺔ ﻝﻡ ﺘﺫﻜﺭ ﻝﻨﺎ ﺘﺎﺭﻴﺦ ﻤﺤﺩﺩ ﻤﺘﻔﻕ ﻋﻠﻴﻪ ﻝﻨﺸﺭ ﺃﻭل ﺇﻋـﻼﻥ‬
‫ﻤﻁﺒﻭﻉ‪ ،‬ﻓﺒﻴﻨﻤﺎ ﻴﺭﻯ ﺍﻝﺒﻌﺽ ﺃﻥ ﺃﻭل ﺇﻋﻼﻥ ﻤﻁﺒﻭﻉ ﻜﺎﻥ ﻋﺒﺎﺭﺓ ﻋﻥ ﻤﻠﺼـﻕ‬
‫ﻜﺘﺏ ﺒﺎﻝﻠﻐﺔ ﺍﻹﻨﺠﻠﻴﺯﻴﺔ ﻭﻋﻠﻕ ﻋﻠﻰ ﺃﺒﻭﺍﺏ ﺍﻝﻜﻨﺎﺌﺱ ﻝﻠﺘﺭﻭﻴﺞ ﻷﺤﺩ ﺍﻝﻜﺘﺏ ﺍﻝﺩﻴﻨﻴﺔ‬
‫ﺒﻠﻨﺩﻥ ﺴﻨﺔ ‪١٤٧٢‬ﻡ)‪ ،(٥٨‬ﻓﺈﻥ ﻤﺼﺎﺩﺭ ﺃﺨﺭﻯ ﺘﺸﻴﺭ ﺇﻝﻰ ﺃﻥ ﺫﻝﻙ ﺤﺩﺙ ﺒﻌﺩ ﻋـﺎﻡ‬
‫‪١٤٨٠‬ﻡ)‪.(٥٩‬‬
‫ﻭﻴﺫﻜﺭ ﺍﻝﺒﻌﺽ ﺃﻥ ﺃﻭل ﻤﻁﺒﻭﻉ ﺇﻋﻼﻨﻲ ﻤﻠﺼﻕ ﻅﻬﺭ ﻓﻲ ﺒـﺎﺭﻴﺱ ﺴـﻨﺔ‬
‫‪١٤٧٢‬ﻡ ﻝﺤﺴﺎﺏ ﻤﺠﻠﺱ ﺭﻫﺒﺎﻥ ﻤﺩﻴﻨﺔ ﺭﻴﻨﺱ ﻭﻗﺩ ﺒﺸﺭ ﻓﻴﻪ "ﺍﻝﻤﺅﻤﻨﻴﻥ" ﺒﻐﻔـﺭﺍﻥ‬
‫ﺍﻝﺴﻴﺩﺓ ﺍﻝﻌﺫﺭﺍﺀ ﺍﻝﻜﺎﻤل)‪.(٦٠‬‬
‫‪Copyright © 2017.‬‬
‫‪copyright law.‬‬

‫‪-٢٨-‬‬

‫‪EBSCO Publishing : eBook Arabic Collection Trial - printed on 4/4/2020 5:45 PM via MINISTÈRE DE L''EDUCATION‬‬
‫‪NATIONALE, DE LA FORMATION PROFESSIONNELLE‬‬
‫; ‪AN: 1945112‬‬ ‫;‪.‬‬
‫‪Account: ns063387‬‬
‫‪. All rights reserved. May not be reproduced in any form without permission from the publisher, except fair uses permitted under U.S. or applicable‬‬

‫ﺃﻤﺎ ﻓﻴﻤﺎ ﻴﺘﻌﻠﻕ ﺒﺎﻹﻋﻼﻥ ﻓﻲ ﺍﻝﺼﺤﻑ ﻓﻬﻨﺎﻙ ﻤﻥ ﻴﻌﺘﺒﺭ ﺃﻥ ﺍﻹﻋﻼﻥ ﺍﻝﺫﻱ‬

‫ﻨﺸﺭ ﻓﻲ ﺼـﺤﻴﻔﺔ "‪" "The Continuation of Our Weekely‬ﺍﺴـﺘﻤﺭﺍﺭ‬
‫ﺃﺨﺒﺎﺭﻨﺎ ﺍﻷﺴﺒﻭﻋﻴﺔ" ﺍﻝﻠﻨﺩﻨﻴﺔ ﻓﻲ ﺃﻭل ﻓﺒﺭﺍﻴﺭ ‪١٦٢٥‬ﻡ‪ ،‬ﺤﻭل ﺃﺤﺩ ﺍﻝﻜﺘﺏ ﻫﻭ ﺃﻭل‬
‫ﺇﻋﻼﻥ ﺼﺤﻔﻲ‪ ،‬ﺤﻴﺙ ﻜﺎﻥ ﻴﻁﻠﻕ ﻋﻠﻰ ﺍﻹﻋﻼﻨﺎﺕ ﻓﻲ ﺫﻝـﻙ ﺍﻝﻭﻗـﺕ ﻨﺼـﺎﺌﺢ‬
‫"‪ "Advices‬ﺇﺫﺍ ﻝﻡ ﺘﺴﺘﺨﺩﻡ ﻜﻠﻤﺔ ﺇﻋﻼﻨﺎﺕ ﺒﻤﻌﻨﺎﻫﺎ ﺍﻝﻤﺘﻌﺎﺭﻑ ﻋﻠﻴﻪ ﺇﻻ ﻤﻨﺫ ﻋﺎﻡ‬
‫‪١٦٥٥‬ﻡ)‪ ،(٦١‬ﻭﺘﺫﻫﺏ ﺒﻌﺽ ﺍﻵﺭﺍﺀ ﺇﻝﻰ ﺃﻥ ﺍﻹﻋﻼﻥ ﺍﻝﺫﻱ ﻨﺸـﺭ ﻓـﻲ ﺇﺤـﺩﻯ‬
‫ﺍﻝﺼﺤﻑ ﺍﻝﻠﻨﺩﻨﻴﺔ ﺴﻨﺔ ‪١٦٣٠‬ﻡ ﻭﺍﻝﺫﻱ ﺨﺼﺹ ﻤﻜﺎﻓﺄﺓ ﻝﻤﻥ ﻴﺩﻝﻲ ﺒﻤﻌﻠﻭﻤﺎﺕ ﺘﻘﻭﺩ‬
‫ﻝﻠﻌﺜﻭﺭ ﻋﻠﻰ ﺒﻌﺽ ﺍﻝﺨﻴﻭل ﺍﻝﻤﺴﺭﻭﻗﺔ ﻫﻭ ﺍﻹﻋﻼﻥ ﺍﻝﺼﺤﻔﻲ ﺍﻷﻭل)‪.(٦٢‬‬
‫ﺇﻻ ﺃﻥ ﻫﻨﺎﻙ ﻤﻥ ﻴﺫﻜﺭ ﺃﻥ ﺃﻭل ﺇﻋﻼﻥ ﺘﺠﺎﺭﻱ ﻅﻬﺭ ﻓﻲ ﺍﻝﺼـﺤﻑ ﻫـﻭ‬
‫ﺍﻝﺫﻱ ﻨﺸﺭ ﺒﺠﺭﻴﺩﺓ ﺇﻨﺠﻠﻴﺯﻴﺔ ﺒﻠﻨﺩﻥ ﺘﺴـﻤﻰ "‪ "public Advertiser‬ﻓـﻲ ‪١٦‬‬
‫ﻓﺒﺭﺍﻴﺭ‪ ،(٦٣)١٦٥٢‬ﻭﺠﺎﺀ ﻓﻴﻪ "ﻓﻲ ﺤﺎﺭﺓ ﺍﻝﻤﻠﻜﺔ ﺍﻝﻤﺘﻔﺭﻏﺔ ﻤﻥ ﺸﺎﺭﻉ ﺒﻴﺸـﻭﺒﺱ"‬
‫ﻴﻭﺠﺩ ﻤﻨﺯل ﻴﻤﻠﻜﻪ ﻓﺭﻨﺴﻲ ﻭﺒﻪ ﻤﺸﺭﻭﺏ ﺠﺩﻴﺩ ﺸﻬﻲ ﻴﺴﻤﻰ "ﺸﻴﻜﻭﻻﺘﺔ" ﻤﺴﺘﻭﺭﺩ‬
‫ﻤﻥ ﻏﺭﺒﻲ ﺍﻝﻬﻨﺩ‪ ،‬ﻭﻫﻭ ﺠﺎﻫﺯ ﻓﻲ ﻜل ﻭﻗﺕ‪ ،‬ﻭﻗﺩ ﺍﺴﺘﺤﻀﺭ ﻤﻥ ﺍﻝﻬﻨـﺩ ﻭﺠﻬـﺯ‬
‫ﺒﻤﻌﺭﻓﺔ ﻫﺫﺍ ﺍﻝﻔﺭﻨﺴﻲ‪ ،‬ﻭﻴﺒﺎﻴﻊ ﺒﺄﺜﻤﺎﻥ ﻤﻌﺘﺩﻝﺔ)‪.(٦٤‬‬
‫ﻭﻴﺫﻜﺭ ﺃﺤﺩ ﺍﻝﺩﺍﺭﺴﻴﻥ ﺃﻥ ﺃﻭل ﺇﻋﻼﻥ ﺘﺠﺎﺭﻱ ﺼﺤﻔﻲ ﻤﻁﺒﻭﻉ ﻫﻭ ﺍﻝﺫﻱ‬
‫ﻅﻬﺭ ﻓﻲ ﺼﺤﻴﻔﺔ ﺇﻨﺠﻠﻴﺯﻴﺔ " ﻝﻡ ﻴﺤﺩﺩ ﺍﺴﻤﻬﺎ" ﺒﺘـﺎﺭﻴﺦ ‪١٦٥٦-١٢-١٦‬ﻡ)‪،(٦٥‬‬
‫ﻭﻫﻨﺎﻙ ﻤﻥ ﻴﻌﺘﻘﺩ ﺃﻥ ﺃﻭل ﺇﻋﻼﻥ ﺼﺤﻔﻲ ﺼﺭﻴﺢ ﻜﺎﻥ ﻗﺩ ﻨﺸﺭ ﻓﻲ ﺇﻨﺠﻠﺘﺭﺍ ﻋـﺎﻡ‬
‫‪١٦٢٥‬ﻡ ﻭﻜﺎﻥ ﻤﻭﻀﻭﻋﻪ ﻋﻘﺩ ﻗﺭﺍﻥ ﺒﻴﻥ ﺍﻷﻤﻴﺭ ﺘﺸﺎﺭﻝﺯ ﺍﻹﻨﺠﻠﻴﺯﻱ ﺃﻤﻴﺭ ﻭﻴﻠﺯ‬
‫ﻭﺍﻷﻤﻴﺭﺓ ﺍﻝﻔﺭﻨﺴﻴﺔ ﻫﻨﺭﻴﺘﺎ ﻤﺎﺭﻴﺎ ﻭﺭﺍﻓﻕ ﺍﻹﻋﻼﻥ ﺼﻭﺭﺓ ﻝﻜل ﻤﻨﻬﻤﺎ)‪.(٦٦‬‬
‫ﻭﻴﺭﻯ ﺍﻝﺒﻌﺽ ﺇﻥ ﻓﺭﻨﺴﺎ ﻫﻲ ﺃﻭل ﺒﻠﺩ ﻋﺭﻑ ﺍﻹﻋﻼﻨﺎﺕ ﺍﻝﺼﺤﻔﻴﺔ ﺤﻴـﺙ‬
‫ﺼﺩﺭﺕ ﻋﺎﻡ ‪١٦١٢‬ﻡ ﺼﺤﻴﻔﺔ "ﺍﻹﻋﻼﻨﺎﺕ ﺍﻝﻌﺎﻤـﺔ" " "‪Journal General d‬‬
‫‪ "Affiches‬ﻭﻗﺩ ﺍﻫﺘﻤﺕ ﺒﺎﻝﺩﺭﺝ ﻷﻭﻝﻰ ﺒﻤﺎ ﻴﻌﺭﻑ ﺍﻝﻴﻭﻡ ﺒﺎﻹﻋﻼﻨﺎﺕ ﺍﻝﻤﺒﻭﺒـﺔ‪،‬‬
‫ﻭﻗﺩ ﺠﺎﺀ ﺫﻝﻙ ﻋﻘﺏ ﻤﺎ ﻨﺸﺭﻩ ﺍﻝﻜﺎﺘﺏ ﺍﻝﻔﺭﻨﺴﻲ‪" ،‬ﻤﻭﻨﺘﺎﻨﻲ" "‪ " Montaigne‬ﻋﺎﻡ‬
‫‪Copyright © 2017.‬‬
‫‪copyright law.‬‬

‫‪-٢٩-‬‬

‫‪EBSCO Publishing : eBook Arabic Collection Trial - printed on 4/4/2020 5:45 PM via MINISTÈRE DE L''EDUCATION‬‬
‫‪NATIONALE, DE LA FORMATION PROFESSIONNELLE‬‬
‫; ‪AN: 1945112‬‬ ‫;‪.‬‬
‫‪Account: ns063387‬‬
‫‪. All rights reserved. May not be reproduced in any form without permission from the publisher, except fair uses permitted under U.S. or applicable‬‬

‫‪١٥٩٤‬ﻡ ﻤﻥ ﺃﻥ ﻫﻨﺎﻙ ﻤﺸﻜﻠﺔ ﻜﺒﻴﺭﺓ ﻓﻲ ﺘﻭﺯﻴﻊ ﺍﻝﺴﻠﻊ ﻓﻲ ﻓﺭﻨﺴـﺎ‪ ،‬ﻭﺃﻥ ﺫﻝـﻙ‬

‫ﻴﺘﻁﻠﺏ ﺇﻨﺸﺎﺀ ﻭﺴﺎﺌل ﺇﻋﻼﻨﻴﺔ‪ ،‬ﻴﺘﻤﻜﻥ ﺍﻝﺘﺎﺠﺭ ﻤﻥ ﺨﻼﻝﻬﺎ ﻤﻥ ﺘﻌﺭﻴﻑ ﺍﻝﻤﺸـﺘﺭﻱ‬
‫)‪(٦٧‬‬
‫ﺇﻻ ﺃﻥ ﻫﻨﺎﻙ ﻤﻥ ﻴﻌﺘﻘﺩ ﺃﻥ ﺍﻝﻁﺒﻴﺏ ﺍﻝﻔﺭﻨﺴﻲ "ﺘﻴﻭﻓﺭﺍﺴﺕ"‬ ‫ﺒﻤﺎ ﻝﺩﻴﻪ ﻤﻥ ﺒﻀﺎﺌﻊ‬
‫ﻫﻭ ﺃﻭل ﻤﺅﺴﺱ ﻝﻺﻋﻼﻥ ﺍﻝﻤﻁﺒﻭﻉ ﺒﺸﻜﻠﻪ ﺍﻝﺤﺩﻴﺙ‪ ،‬ﻭﺃﻭل ﻤﻥ ﺍﺴـﺘﺨﺩﻡ ﻓﻜـﺭﺓ‬
‫ﻝﻺﻋﻼﻨﺎﺕ ﺍﻝﺤﺩﻴﺜﺔ‪ ،‬ﺤﻴﺙ ﺃﻨﺸﺄ ﻤﻜﺘﺒﹰﺎ ﻴﻘﻭﻡ ﺒﻨﺸـﺭ ﻝﻺﻋﻼﻨـﺎﺕ ﻓـﻲ ﺼـﺤﻴﻔﺔ‬
‫"ﻻﺠﺎﺯﻴﺕ ﺩﻱ ﻓﺭﺍﻨﺱ" ﺃﻱ "ﺍﻝﺠﺭﻴﺩﺓ ﺍﻝﻔﺭﻨﺴﻴﺔ" ﻋﺎﻡ ‪١٩٣٠‬ﻡ)‪ ،(٦٨‬ﻭﺘﺸﻴﺭ ﺒﻌﺽ‬
‫ﺍﻝﻤﺼﺎﺩﺭ ﺇﻝﻰ ﺃﻥ ﺃﻭل ﺇﻋﻼﻥ ﺼﺤﻔﻲ ﻴﺭﺠﻊ ﻝﺼﺤﻴﻔﺔ ﺃﻝﻤﺎﻨﻴﺔ )ﻝﻡ ﻴﺫﻜﺭ ﺍﺴـﻤﻬﺎ(‬
‫ﺼﺩﺭﺕ ﻋﺎﻡ ‪١٥٢٥‬ﻡ‪ ،‬ﻭﻫﻭ ﺇﻋﻼﻥ ﻋﻥ ﻜﺘﺎﺏ ﻝﻠﺩﻜﺘﻭﺭ ﻻﺴﺘﺭ "‪ "Laster‬ﻴﺫﻜﺭ‬
‫ﻓﻴﻪ ﺍﻝﻔﻀﺎﺌل ﺍﻝﻁﺒﻴﺔ ﻷﺤﺩ ﺍﻷﻋﺸﺎﺏ ﺍﻝﺘﻲ ﻜﺎﻥ ﻗﺩ ﺍﻜﺘﺸﻔﻬﺎ ﺒﻨﻔﺴﻪ)‪.(٦٩‬‬
‫ﻭﻴﺫﻫﺏ ﺍﻝﺒﻌﺽ ﺇﻝﻰ ﺃﻥ ﺃﻭﻝﻰ ﺍﻝﻤﻁﺒﻭﻋﺎﺕ ﺍﻹﻋﻼﻨﻴﺔ ﻗﺩ ﻅﻬﺭﺕ ﻓـﻲ‬
‫ﻫﻭﻝﻨﺩﺍ ﺴﻨﺔ ‪١٦٢٢‬ﻡ ﺘﺤﺕ ﺍﺴﻡ"‪.(٧٠)"the weekly News‬‬
‫ﺃﻤﺎ ﻓﻲ ﺃﻤﺭﻴﻜﺎ ﻓﻘﺩ ﺘﺄﺨﺭ ﻅﻬﻭﺭ ﺍﻹﻋﻼﻥ ﺍﻝﺼﺤﻔﻲ ﺒﻌﺽ ﺍﻝﻭﻗﺕ ﻋﻨﻪ ﻓﻲ‬
‫ﺃﻭﺭﻭﺒﺎ‪ ،‬ﺤﻴﺙ ﻨﺸﺭ ﺃﻭل ﺇﻋﻼﻥ ﺼﺤﻔﻲ ﻫﻨﺎﻙ ﻋﺎﻡ ‪١٧٠٤‬ﻡ ﻓﻲ ﺠﺭﻴﺩﺓ "ﻨﻴﻭﻝﻴﺘﺭ"‬
‫ﻓﻲ ﺒﻭﺴﻁﻥ)‪.(٧١‬‬
‫ﻭﻗﺩ ﺘﻤﻴﺯﺕ ﺍﻹﻋﻼﻨﺎﺕ ﺍﻝﺼﺤﻴﻔﺔ ﻓﻲ ﺃﻭل ﻋﻬﺩﻫﺎ ﺒﺨﻠﻭﻫﺎ ﻤﻥ ﺍﻝﻤﻀﺎﻤﻴﻥ‬
‫ﻭﺍﻝﺘﺠﺎﺭﺓ ﻭﺍﻗﺘﺼﺭﺕ ﺍﻝﺼﺤﻑ ﺒﺎﺩﺉ ﺍﻷﻤﺭ ﻋﻠﻰ ﻨﺸﺭ ﺇﻋﻼﻨﺎﺕ ﺍﻝﺯﻭﺍﺝ ﻭﺍﻝﻤﻭﺍﻝﻴﺩ‬
‫ﻭﺍﻝﻭﻓﻴﺎﺕ ﺒﺩﻭﻥ ﻤﻘﺎﺒل ﻤﺎﺩﻱ‪ ،‬ﺃﻻ ﺃﻥ ﺍﻹﻗﺒﺎل ﻋﻠﻰ ﻨﺸﺭ ﻤﺜل ﻫﺫﻩ ﺍﻹﻋﻼﻨﺎﺕ ﺠﻌل‬
‫ﺃﺼﺤﺎﺏ ﺍﻝﺼﺤﻑ ﻴﺤﺩﺩﻭﻥ ﺃﺠﺭ ﻋﻠﻰ ﻜل ﺇﻋﻼﻥ ﻴﻨﺸﺭﻭﻨﻪ ﻓﻲ ﺼﺤﻔﻬﻡ)‪ ،(٧٢‬ﺃﻤﺎ‬
‫ﻓﻴﻤﺎ ﻴﺘﻌﻠﻕ ﺒﺎﻹﻋﻼﻨﺎﺕ ﺍﻝﺘﺠﺎﺭﻴﺔ ﺍﻝﻤﻨﺸﻭﺭﺓ ﻓﻲ ﺍﻝﺼﺤﻑ ﻓﻘﺩ ﺍﺘﺴﻤﺕ ﻓﻲ ﺒﺩﺍﻴﺘﻬﺎ‬
‫ﺒﺎﻝﺘﻀﻠﻴل ﻭﺍﻝﺩﺠل ﻭﺍﻝﻤﺒﺎﻝﻐﺔ ﻭﺍﻝﺒﻌﺩ ﻋﻥ ﺫﻜﺭ ﺍﻝﺤﻘﻴﻘﺔ‪ ،‬ﺤﺘﻰ ﺃﻥ ﺍﻝﻤﻌﻠﻨﻴﻥ ﻜـﺎﻨﻭﺍ‬
‫ﻴﻌﻠﻨﻭﻥ ﻋﻥ ﺍﻝﺒﻥ ﻜﺩﻭﺍﺀ ﻀﺩ ﻤﺭﺽ ﺍﻻﺴﺘﺴﻘﺎﺀ ﻭﺩﺍﺀ ﺍﻝﻤﻔﺎﺼـل ﻭﺘﺴـﻤﻡ ﺍﻝـﺩﻡ‬
‫ﻭﺃﻤﺭﺍﺽ ﺍﻝﻌﻴﻭﻥ)‪.(٧٣‬‬
‫‪Copyright © 2017.‬‬
‫‪copyright law.‬‬

‫‪-٣٠-‬‬

‫‪EBSCO Publishing : eBook Arabic Collection Trial - printed on 4/4/2020 5:45 PM via MINISTÈRE DE L''EDUCATION‬‬
‫‪NATIONALE, DE LA FORMATION PROFESSIONNELLE‬‬
‫; ‪AN: 1945112‬‬ ‫;‪.‬‬
‫‪Account: ns063387‬‬
‫‪. All rights reserved. May not be reproduced in any form without permission from the publisher, except fair uses permitted under U.S. or applicable‬‬

‫ﻭﻤﻊ ﻤﺠﻲﺀ ﺍﻝﻨﺼﻑ ﺍﻝﺜﺎﻨﻲ ﻤﻥ ﺍﻝﻘﺭﻥ ﺍﻝﺜﺎﻤﻥ ﻋﺸﺭﺓ ﻓﻲ ﺃﻋﻘﺎﺏ ﺍﻝﺜـﻭﺭﺓ‬

‫ﺍﻝﺼﻨﺎﻋﻴﺔ ﺸﻬﺩ ﺍﻹﻋﻼﻥ ﺘﻁﻭﺭﹰﺍ ﻜﺒﻴﺭﹰﺍ ﺒﻌﺩ ﺃﻥ ﺍﺯﺩﺍﺩﺕ ﺃﻫﻤﻴﺔ ﻤﻊ ﺍﺯﺩﻴﺎﺩ ﺘﻜـﺩﺱ‬
‫ﺍﻹﻨﺘﺎﺝ‪ ،‬ﻭﺼﺎﺭ ﺒﺎﻝﺘﺎﻝﻲ ﻗﻭﺓ ﻤﺅﺜﺭﺓ ﻓﻲ ﺍﻝﻨﺸﺎﻁ ﺍﻻﻗﺘﺼﺎﺩﻱ‪ ،‬ﻓﻘـﺩ ﺃﺩﺕ ﺍﻝﺜـﻭﺭﺓ‬
‫ﺍﻝﺼﻨﺎﻋﻴﺔ ﺇﻝﻰ ﺍﺴﺘﺨﺩﺍﻡ ﺍﻵﻻﺕ ﻓﻲ ﺍﻝﺼﻨﺎﻋﺔ ﻤﻤﺎ ﺘﻭﻝﺩ ﻋﻨﻪ ﺇﻨﺘﺎﺝ ﻜﻤﻴﺎﺕ ﻀﺨﻤﺔ‬
‫ﻤﻥ ﺍﻝﺴﻠﻊ ﺍﻝﻤﺨﺘﻠﻔﺔ ﺍﻝﻤﺘﺠﺎﻨﺴﺔ ﻭﺍﻝﺒﺩﻴﻠﺔ ﻓﻲ ﻭﻗﺕ ﺴﺭﻴﻊ ﻭﺒﺘﻜﻠﻔﺔ ﻗﻠﻴﻠﺔ‪ ،‬ﺍﻝﻤﺭ ﺍﻝﺫﻱ‬
‫ﺯﺍﺩﺕ ﻤﻌﻪ ﺤﺩﺓ ﺍﻝﻤﻨﺎﻓﺴﺔ ﺒﺸﻜل ﺃﺩﻯ ﺇﻝﻰ ﺍﻝﺒﺤﺙ ﻋﻥ ﻭﺴﺎﺌل ﻝﺘﺼﺭﻴﻑ ﺍﻹﻨﺘﺎﺝ‪،‬‬
‫ﻤﻤﺎ ﺠﻌل ﺍﻝﺘﺠﺎﺭ ﻭﺍﻝﺒﺎﺌﻌﻴﻥ ﻴﺘﻔﻨﻨﻭﻥ ﻓﻲ ﺇﻅﻬﺎﺭ ﺇﻋﻼﻨﺎﺘﻬﻡ ﻭﺘﺼﻤﻴﻤﻬﺎ ﻭﻨﺸـﺭﻫﺎ‬
‫ﺒﻤﺨﺘﻠﻑ ﺍﻝﻭﺴﺎﺌل ﻓﺼﺎﺭ ﺍﻹﻋﻼﻥ ﺒﺫﻝﻙ ﺃﺩﺍﺓ ﺒﻴﻌﻴﻪ ﻫﺎﻤﺔ ﺘﺼل ﺇﻝﻰ ﺠﻤﻬﻭﺭ ﻜﺒﻴﺭ‪،‬‬
‫ﻭﻗﺩ ﺴﺎﻋﺩ ﻋﻠﻰ ﺫﻝﻙ ﺍﻨﺘﺸﺎﺭ ﺍﻝﺼﺤﻑ ﺍﻝﻴﻭﻤﻴﺔ ﺯﻫﻴﺩﺓ ﺍﻝﺜﻤﻥ‪ ،‬ﻭﺍﻨﺘﺸﺎﺭ ﺍﻝﺘﻌﻠـﻴﻡ‪،‬‬
‫ﻭﺍﺭﺘﻔﺎﻉ ﻤﺴﺘﻭﻯ ﺍﻝﻤﻌﻴﺸﺔ‪ ،‬ﻭﺍﺘﺴﺎﻉ ﺤﺠﻡ ﺍﻝﺴﻭﻕ‪ ،‬ﻭﺍﺯﺩﻴﺎﺩ ﺤﺭﻜﺔ ﺍﻝﺒﻴﻊ ﻭﺍﻝﺸﺭﺍﺀ‪،‬‬
‫ﻭﺘﺤﺴﻥ ﺃﺴﺎﻝﻴﺏ ﻭﻁﺭﻕ ﺍﻝﻤﻭﺍﺼﻼﺕ ﻭﺍﻝﻨﻘل ﺍﻝﺫﻱ ﺴﺎﻋﺩ ﻓﻲ ﺇﻴﺼﺎل ﺍﻝﺴﻠﻊ ﺇﻝـﻰ‬
‫ﺍﻷﺴﻭﺍﻕ ﺍﻝﺒﻌﻴﺩﺓ‪ ،‬ﻜﻤﺎ ﺴﺎﻋﺩ ﻋﻠﻰ ﺍﻨﺘﺸﺎﺭ ﺍﻝﺼﺤﻑ ﻭﺍﺯﺩﻴﺎﺩ ﺃﺭﻗـﺎﻡ ﺘﻭﺯﻴﻌﻬـﺎ‪،‬‬
‫ﺒﺎﻹﻀﺎﻓﺔ ﺇﻝﻰ ﺘﻁﻭﺭ ﻤﻨﺎﻫﺞ ﻭﻤﺒﺎﺩﺉ ﻋﻠﻡ ﺍﻝﻨﻔﺱ ﺍﻝﺼـﻨﺎﻋﻲ‪ ،‬ﻭﺍﻗﺘﻨـﺎﻥ ﺍﻹﺩﺍﺭﺓ‬
‫ﺒﺩﻭﺭ ﺍﻹﻋﻼﻥ ﻭﺃﻫﻤﻴﺘﻪ ﻜﻭﺴﻴﻠﺔ ﺘﺭﻭﻴﺤﻴﺔ‪ ،‬ﻭﺍﻋﺘﺒﺎﺭﻩ ﻭﺴﻴﻠﺔ ﺍﺘﺼﺎل ﻓﻌﺎﻝﺔ ﺘﺘﻤﻴﺯ‬
‫ﺒﺎﻝﺴﺭﻋﺔ ﺍﻝﻔﺎﺌﻘﺔ‪ ،‬ﻭﺍﻨﺨﻔﺎﺽ ﺍﻝﺘﻜﻠﻔﺔ)‪.(٧٤‬‬
‫ﻭﻤﻊ ﺍﻝﺘﻘﺩﻡ ﺍﻻﻗﺘﺼﺎﺩﻱ ﻭﺍﻝﻌﻠﻤﻲ ﺍﻝﻜﺒﻴﺭ ﺍﻝﺫﻱ ﺸﻬﺩﻩ ﺍﻝﻌﺎﻝﻡ ﺒﻌﺩ ﺫﻝـﻙ‪،‬‬
‫ﻭﺇﺩﺨﺎل ﺍﻝﺘﻁﻭﻴﺭ ﺘﻠﻭ ﺍﻵﺨﺭ ﻋﻠﻰ ﺍﻝﻤﻁﺎﺒﻊ‪ ،‬ﻭﺍﻨﺘﺸﺎﺭ ﺍﻝﺼﺤﻑ ﻭﻭﺴﺎﺌل ﺍﻹﻋـﻼﻡ‬
‫ﺍﻝﻤﺨﺘﻠﻔﺔ ﻋﻠﻰ ﻤﺴﺘﻭﻯ ﻭﺍﺴﻊ ﻭﺒﻜﺜﺎﻓﺔ‪ ،‬ﻭﺍﺘﺴﺎﻉ ﺩﺍﺌﺭﺓ ﺍﻝﺘﻌﺎﻤـل ﻤـﻊ ﺃﺴـﺎﻝﻴﺏ‬
‫ﻭﺘﻘﻨﻴﺎﺕ ﺍﻝﺤﻀﺎﺭﺓ ﺍﻝﺤﺩﻴﺜﺔ‪ ،‬ﺜﻡ ﻅﻬﻭﺭ ﺍﻝﻤﻌﺎﻫﺩ ﻭﺍﻝﻜﻠﻴﺎﺕ ﻭﺍﻷﻗﺴﺎﻡ ﺍﻝﻤﺘﻌﺩﺩﺓ ﺍﻝﺘﻲ‬
‫ﺘﺩﺭﺱ ﺍﻹﻋﻼﻥ ﻜﺄﺤﺩ ﺍﻝﻌﻠﻭﻡ ﺍﻝﺤﺩﻴﺜﺔ‪ ،‬ﻭﺍﺯﺩﻴﺎﺩ ﻋﺩﺩ ﺍﻝﻤﺘﺨﺼﺼﻴﻥ ﻭﺍﻝﺒﺎﺤﺜﻴﻥ ﻓﻲ‬
‫ﻤﺠﺎل ﺍﻹﻋﻼﻥ ﻜل ﺫﻝﻙ ﺃﺩﻯ ﺇﻝﻰ ﺤﺩﻭﺙ ﻗﻔﺯﺓ ﻤﺫﻫﻠـﺔ ﻓـﻲ ﻤﺠـﺎل ﺍﻹﻋـﻼﻥ‬
‫ﺍﻝﺼﺤﻔﻲ‪ ،‬ﺤﺘﻰ ﺃﻥ ﺃﺤﺩ ﺃﺴﺎﺘﺫﺓ ﺍﻝﺼﺤﺎﻓﺔ ﻜﺘﺏ ﻤﻌﻠﻘﹰﺎ ﻋﻠﻰ ﺫﻝﻙ " ﻝﻡ ﻴﺠﺩ ﺍﻝﺘﻁﻭﺭ‬
‫ﺍﻻﻗﺘﺼﺎﺩﻱ ﺍﻝﻬﺎﺌل ﺍﻝﺫﻱ ﺸﻬﺩﻩ ﺍﻝﻌﺎﻝﻡ ﺍﻝﻐﺭﺒﻲ ﺍﻝﺤﺩﻴﺙ‪ ،‬ﻭﺍﻝﺫﻱ ﻭﺼل ﺇﻝﻰ ﺫﺭﻭﺘﻪ‬
‫‪Copyright © 2017.‬‬
‫‪copyright law.‬‬

‫‪-٣١-‬‬

‫‪EBSCO Publishing : eBook Arabic Collection Trial - printed on 4/4/2020 5:45 PM via MINISTÈRE DE L''EDUCATION‬‬
‫‪NATIONALE, DE LA FORMATION PROFESSIONNELLE‬‬
‫; ‪AN: 1945112‬‬ ‫;‪.‬‬
‫‪Account: ns063387‬‬
. All rights reserved. May not be reproduced in any form without permission from the publisher, except fair uses permitted under U.S. or applicable

‫ ﻭﺴـﺎﺌﺭ‬،‫ﻓﻲ ﻤﻨﺘﺼﻑ ﺍﻝﻘﺭﻥ ﺍﻝﻌﺸﺭﻴﻥ ﻝﻡ ﻴﺠﺩ ﻝﻨﻔﺴﻪ ﺍﻨﻌﻜﺎﺴﺎ ﻓـﻲ ﺍﻝﺼـﺤﺎﻓﺔ‬

‫ﺍﻹﻋﻼﻡ ﺍﻷﺨﺭﻯ ﺃﺸﺩ ﻭﻀﻭﺤﺎ ًﻤﻥ ﺍﻹﻋﻼﻨﺎﺕ ﺍﻝﺘﻲ ﺘﻌﺎﻅﻤﺕ ﺃﻫﻤﻴﺘﻬﺎ ﺍﺒﺘﺩﺍﺀ ﻤﻥ‬
‫ﻫﺫﻩ ﺍﻝﻔﺘﺭﺓ ﺴﻭﺍﺀ ﺒﺎﻝﻨﺴﺒﺔ ﻝﻠﺸﺭﻜﺎﺕ ﺍﻝﻌﻤﻼﻗﺔ "ﺍﻝﻤﻌﻠﻨﺔ" ﺃﻭ ﺍﻝﺼﺤﻑ ﺫﺍﺘﻬﺎ ﻜﻭﺴﻴﻁ‬
.(٧٥)‫ ﺃﻭ ﺤﺘﻰ ﻝﻠﻘﺭﺍﺀ ﻜﻤﺴﺘﻬﻠﻜﻴﻥ‬،‫ﺇﻋﻼﻨﻴﺔ‬
Copyright © 2017.
copyright law.

-٣٢-

EBSCO Publishing : eBook Arabic Collection Trial - printed on 4/4/2020 5:45 PM via MINISTÈRE DE L''EDUCATION
NATIONALE, DE LA FORMATION PROFESSIONNELLE
AN: 1945112 ; .;
Account: ns063387
‫‪. All rights reserved. May not be reproduced in any form without permission from the publisher, except fair uses permitted under U.S. or applicable‬‬

‫ﺃﻫﺩﺍﻑ ﻭﻭﻅﺎﺌﻑ ﺍﻹﻋﻼﻥ‬

‫ﺘﺨﺘﻠﻑ ﻁﺒﻴﻌﺔ ﻋﻤل ﺍﻹﻋﻼﻥ ﻤﻥ ﻤﺠﺘﻤﻊ ﻵﺨﺭ ﺘﺒﻌـﹰﺎ ﻝﻁﺒﻴﻌـﺔ ﺍﻝﻨﻅـﺎﻡ‬

‫ﺍﻻﻗﺘﺼﺎﺩﻱ ﻭﺍﻝﺜﻘﺎﻓﻲ ﻭﺍﻝﻔﻜﺭﻱ ﺍﻝﺴﺎﺌﺩ ﻓﻲ ﻜل ﻤﺠﺘﻤﻊ‪ ،‬ﻭﻫﻭ ﻤﺎ ﻴﺅﺜﺭ ﺒﺩﻭﺭﻩ ﻓـﻲ‬
‫ﻤﻀﻤﻭﻥ ﺍﻹﻋﻼﻥ ﻭﺍﺘﺠﺎﻫﺎﺘﻪ‪ ،‬ﻭﺒﺎﻝﺘﺎﻝﻲ ﻓﻲ ﺃﻫﺩﺍﻓﻪ ﻭﻭﻅﺎﺌﻔﻪ‪ ،‬ﻭﺫﻝﻙ ﺒﻨﺎﺀ ﻋﻠـﻰ‬
‫ﻨﻅﺭﺓ ﻜل ﻤﺠﺘﻤﻊ ﻝﻺﻋﻼﻥ ﻭﻤﻭﻗﻔﻪ ﻤﻨﻪ‪ ،‬ﻭﻗﺩ ﺃﺩﻯ ﻫﺫﺍ ﺍﻝﺘﺒﺎﻴﻥ ﻓﻲ ﺍﻝﻤﻤﺎﺭﺴـﺎﺕ‬
‫ﺍﻹﻋﻼﻨﻴﺔ ﺇﻝﻰ ﺍﺨﺘﻼﻑ ﺍﻝﺭﺅﻯ ﺤﻭل ﺃﻫﻤﻴﺔ ﺍﻹﻋﻼﻥ ﻭﺃﻫﺩﺍﻓﻪ ﻭﻭﻅﺎﺌﻔـﻪ‪ ،‬ﺒـﻴﻥ‬
‫ﻤﺅﻜﺩﹰﺍ ﻋﻠﻰ ﻤﺤﺎﺴﻥ ﺍﻹﻋﻼﻥ ﻭﻭﻅﺎﺌﻔﻪ ﺍﻹﻴﺠﺎﺒﻴﺔ ﺍﻻﻗﺘﺼـﺎﺩﻴﺔ ﻭﺍﻻﺠﺘﻤﺎﻋﻴـﺔ‪،‬‬
‫ﻭﺁﺨﺭ ﻨﺎﻗﺩﹰﺍ ﻭﻤﺸﻜﻜﹰﺎ ﻓﻲ ﺩﻭﺭ ﺍﻹﻋﻼﻥ ﻭﻤﺎ ﻴﻤﻜﻥ ﺃﻥ ﻴﺅﺩﻴﻪ ﻤﻥ ﻭﻅﺎﺌﻑ ﻤﺠﺩﻴﺔ‬
‫ﻝﻠﻤﺠﺘﻤﻊ‪.‬‬
‫ﺇﻻ ﺃﻨﻪ ﻭﻗﺒل ﻁﺭﺡ ﻫﺫﻩ ﺍﻵﺭﺍﺀ ﻭﻤﻨﺎﻗﺸﺘﻬﺎ ﻭﺘﺤﺩﻴﺩ ﻤﺎ ﻴﺅﺩﻴﻪ ﺍﻹﻋﻼﻥ ﻤﻥ‬
‫ﻭﻅﺎﺌﻑ ﻻﺒﺩ ﻤﻥ ﺍﻝﺘﺄﻜﻴﺩ ﻋﻠﻰ ﺒﻌﺽ ﺍﻝﺠﻭﺍﻨﺏ ﺍﻝﻬﺎﻤﺔ ﺍﻝﻤﺘﺼﻠﺔ ﺒﺎﻝﺒﻴﺌﺔ ﺍﻝﺘﻲ ﻴﻌﻤل‬
‫ﻓﻴﻬﺎ ﺍﻹﻋﻼﻥ‪ ،‬ﺫﻝﻙ ﺃﻥ ﺍﻝﻨﺸﺎﻁ ﺍﻹﻋﻼﻨﻲ ﻻ ﻴﻤﺎﺭﺱ ﻓـﻲ ﻓـﺭﺍﻍ ﻝﻜﻨـﻪ ﻴﺘـﺄﺜﺭ‬
‫ﺒﻤﺠﻤﻭﻉ ﺍﻝﻌﻭﺍﻤل ﺍﻻﻗﺘﺼﺎﺩﻴﺔ ﻭﺍﻻﺠﺘﻤﺎﻋﻴﺔ ﻭﺍﻝﺴﻴﺎﺴﻴﺔ ﻭﺍﻝﺜﻘﺎﻓﻴﺔ ﻭﺍﻝﺘﺭﺒﻭﻴﺔ ﺍﻝﺘﻲ‬
‫ﻴﻌﻤل ﻓﻲ ﻅﻠﻬﺎ‪ ..‬ﻭﻫﻭ ﺒﺎﻝﺘﺎﻝﻲ ﻴﻌﻤل ﻭﻓﻕ ﺴﻴﺎﻕ ﻤﺤﺩﺩ ﻓﻲ ﺇﻁﺎﺭ ﺃﻫﺩﺍﻑ ﻗﻭﻤﻴـﺔ‬
‫ﻜﻠﻴﺔ ﺘﻀﻊ ﺒﺩﻭﺭﻫﺎ ﻋﺩﺩﹰﺍ ﻤﻥ ﺍﻷﻫﺩﺍﻑ ﺍﻝﺠﺯﺌﻴﺔ ﻭﺍﻝﺘﺨﺼﺼﻴﺔ ﺍﻝﺘﻲ ﻻ ﺘﺨﺭﺝ ﻋﻥ‬
‫ﺍﻷﻫﺩﺍﻑ ﺍﻝﻌﻠﻴﺎ)‪.(٧٦‬‬
‫ﻭﻴﺨﺘﻠﻑ ﻫﺩﻑ ﻭﺩﻭﺭ ﺍﻹﻋﻼﻥ ﺒﺎﺨﺘﻼﻑ ﺍﻝﻨﻅﻡ ﺍﻝﻔﻜﺭﻴﺔ ﺍﻝﺴﺎﺌﺩﺓ ﻓﻲ ﻜـل‬
‫ﻼ‪ -‬ﻴﻬﺩﻑ ﺇﻝﻰ ﺘﺤﻘﻴﻕ ﺍﻝﺭﺒﺢ ﺤﺘﻰ‬
‫ﻤﺠﺘﻤﻊ‪ ،‬ﻓﺎﻝﻤﻌﻠﻥ ﻓﻲ ﺍﻝﻤﺠﺘﻤﻊ ﺍﻝﺭﺃﺴﻤﺎﻝﻲ –ﻤﺜ ﹰ‬
‫ﻭﺇﻥ ﺍﺴﺘﺨﺩﻡ ﺃﺴﺎﻝﻴﺏ ﻏﻴﺭ ﻤﺸﺭﻭﻋﺔ ﻗﺩ ﺘﻀﺭ ﺒﻤﺼـﺎﻝﺢ ﺍﻝﻤﺠﺘﻤـﻊ‪ ،‬ﺃﻤـﺎ ﻓـﻲ‬
‫ﺍﻝﻤﺠﺘﻤﻊ ﺍﻻﺸﺘﺭﺍﻜﻲ ﻓﺎﻝﻤﻌﻠﻥ ﻴﻬﺩﻑ ﺇﻝﻰ ﺘﺭﻭﻴﺞ ﺴﻠﻌﺘﻪ ﻤﻊ ﺘﻘﻴﺩﻩ ﺒﺎﻝﻘﻴﻡ ﺍﻝﺘﻲ ﻴﻠﺘﺯﻡ‬
‫‪Copyright © 2017.‬‬
‫‪copyright law.‬‬

‫‪-٣٣-‬‬

‫‪EBSCO Publishing : eBook Arabic Collection Trial - printed on 4/4/2020 5:45 PM via MINISTÈRE DE L''EDUCATION‬‬
‫‪NATIONALE, DE LA FORMATION PROFESSIONNELLE‬‬
‫; ‪AN: 1945112‬‬ ‫;‪.‬‬
‫‪Account: ns063387‬‬
‫‪. All rights reserved. May not be reproduced in any form without permission from the publisher, except fair uses permitted under U.S. or applicable‬‬

‫ﺒﻬﺎ ﻫﺫﺍ ﺍﻝﻤﺠﺘﻤﻊ‪ ،‬ﻭﻋﺎﺩﺓ ﻤﺎ ﻴﻜﻭﻥ ﺍﻝﻤﻌﻠﻥ ﻓﻲ ﺍﻝﻤﺠﺘﻤﻊ ﺍﻻﺸﺘﺭﺍﻜﻲ ﺠﻬﺔ ﻋﺎﻤـﺔ‬
‫ﺘﺘﺒﻊ ﺍﻝﺩﻭﻝﺔ ﺒﺸﻜل ﻤﺒﺎﺸﺭ ﺃﻭ ﻏﻴﺭ ﻤﺒﺎﺸﺭ ﻭﻻ ﻴﺴﻌﻰ ﺇﻝﻰ ﺘﺤﻘﻴﻕ ﺃﻴﺔ ﺃﺭﺒﺎﺡ ﻏﻴﺭ‬
‫ﻤﺸﺭﻭﻋﺔ)‪ ،(٧٧‬ﻜﻤﺎ ﺃﻥ ﻤﺠﺎل ﺍﻹﻋﻼﻥ ﻫﻨﺎ ﻴﻜﻭﻥ ﻤﺤﺩﻭﺩﹰﺍ ﻨﻅـﺭﹰﺍ ﻝﻘﻠـﺔ ﺍﻝﺒـﺩﺍﺌل‬
‫ﺍﻝﻤﻁﺭﻭﺤﺔ ﻓﻲ ﺍﻝﺴﻭﻕ ﻤﻥ ﺴﻠﻊ ﻭﺨﺩﻤﺎﺕ‪ ،‬ﺤﻴـﺙ ﺘﺘﺭﻜـﺯ ﻗـﺭﺍﺭﺍﺕ ﺍﻹﻨﺘـﺎﺝ‬
‫ﻭﺍﻻﺴﺘﺜﻤﺎﺭ ﻭﺘﻠﻙ ﺍﻝﻤﺘﻌﻠﻘﺔ ﺒﻨﻭﻋﻴﺔ ﺍﻝﻤﻨﺘﺠﺎﺕ ﻓﻲ ﺃﻴﺩﻱ ﺍﻝﺩﻭﻝﺔ ﻭﺃﺠﻬﺯﺓ ﺍﻝﺘﺨﻁﻴﻁ‬
‫ﺍﻝﻤﺭﻜﺯﻱ ﻓﻴﻬﺎ‪ ،‬ﻭﻴﺘﺤﺩﺩ ﺩﻭﺭ ﺍﻹﻋﻼﻥ ﻓﻲ ﺩﻋﻡ ﺍﻝﻘﻁﺎﻉ ﺍﻝﻌﺎﻡ ﻭﺍﻝﺘﻌﺭﻴـﻑ ﺒﻤـﺎ‬
‫ﻴﻘﺩﻤﻪ ﻤﻥ ﺴﻠﻊ ﻭﺨﺩﻤﺎﺕ ﻭﺘﻭﺠﻴﻪ ﺍﻻﺴﺘﻬﻼﻙ ﻨﺤﻭﻫﺎ ﺒﻤـﺎ ﻴﺘﻤﺎﺸـﻰ ﻭﺍﻝﺨﻁـﺔ‬
‫ﺍﻝﻤﺭﻜﺯﻴﺔ ﻝﻺﻨﺘﺎﺝ ﻭﺍﻻﺴﺘﻬﻼﻙ‪ ،‬ﻭﺘﺩﻋﻴﻡ ﻤﻭﻗﻑ ﺍﻝﻘﻁـﺎﻉ ﺍﻝﻌـﺎﻡ ﻜـﺄﺩﺍﺓ ﻹﺩﺍﺭﺓ‬
‫ﺍﻻﻗﺘﺼﺎﺩ ﻓﻲ ﺍﻝﻤﺠﺘﻤﻊ)‪.(٧٨‬‬
‫ﻭﻴﺴﺎﻫﻡ ﺍﻹﻋﻼﻥ ﻓﻲ ﺍﻝﻤﺠﺘﻤﻌﺎﺕ ﺫﺍﺕ ﺍﻝﺘﻭﺠﻪ ﺍﻻﺸـﺘﺭﺍﻜﻲ ﻓـﻲ ﺘﻨﻤﻴـﺔ‬
‫ﺍﻝﺼﺎﺩﺭﺍﺕ ﻝﻠﺨﺎﺭﺝ ﻭﺘﻁﻭﻴﺭ ﺍﻝﺘﻌﻠﻴﻡ ﻓﻲ ﺍﻻﺘﺠﺎﻩ ﺍﻝﻤﻁﻠﻭﺏ‪ ،‬ﻭﺘﺸـﺠﻴﻊ ﻤﻤﺎﺭﺴـﺔ‬
‫ﺍﻝﺭﻴﺎﻀﺔ ﻭﺍﻝﻌﻤل ﻋﻠﻰ ﺍﻨﺘﺸﺎﺭﻫﺎ‪ ،‬ﻭﺇﺸﺎﻋﺔ ﺍﻝﻭﻋﻲ ﺍﻝﺼـﺤﻲ ﺒـﻴﻥ ﺍﻝﻤـﻭﺍﻁﻨﻴﻥ‬
‫ﻭﺘﻨﺸﻴﻁ ﺍﻝﺴﻴﺎﺤﺔ)‪ ،(٧٩‬ﻭﻴﻌﻤل ﻋﻠﻰ ﺨﻠﻕ ﺠﻭ ﻤﻥ ﺍﻝﺜﻘﺔ ﻭﺍﻝﺘﻌﺎﻁﻑ ﺒﻴﻥ ﺠﻤﻬـﻭﺭ‬
‫ﺍﻝﻤﺴﺘﻬﻠﻜﻴﻥ ﻭﺍﻝﻤﺅﺴﺴﺎﺕ ﺍﻹﻨﺘﺎﺠﻴﺔ‪ ،‬ﻭﺒﻠﻔﺕ ﻨﻅﺭ ﺍﻝﺠﻤﻬﻭﺭ ﺇﻝﻰ ﺴـﻠﻌﺔ ﻤﺘﺎﺤـﺔ‬
‫ﻜﺒﺩﻴل ﻝﺴﻠﻌﺔ ﺃﺨﺭﻯ ﻏﻴﺭ ﻤﺘﻭﻓﺭﺓ‪ ،‬ﻭﻴﺸﺠﻊ ﺍﻝﻨﺎﺱ ﻋﻠﻰ ﺍﻻﺩﺨﺎﺭ ﻭﻴﺤﺜﻬﻡ ﻋﻠـﻰ‬
‫ﺯﻴﺎﺩﺘﻪ‪ ،‬ﻭﻫﻭ ﻤﺎ ﻴﺅﻜﺩ ﺒﺄﻥ ﺍﻹﻋﻼﻥ ﻓﻲ ﺍﻝﻤﺠﺘﻤﻊ ﺍﻻﺸﺘﺭﺍﻜﻲ ﻴﻌﺩ ﺩﻋﺎﻤـﺔ ﻤـﻥ‬
‫ﺩﻋﺎﺌﻡ ﺍﻻﻗﺘﺼﺎﺩ ﻓﻲ ﻫﺫﺍ ﺍﻝﻤﺠﺘﻤﻊ ﻻ ﻴﻤﻜﻥ ﺍﻻﺴﺘﻐﻨﺎﺀ ﻋﻨﻪ)‪.(٨٠‬‬
‫ﻭﻫﻜﺫﺍ ﻓﺈﻥ ﻤﺤﺎﺴﻥ ﺍﻹﻋﻼﻥ ﺘﺒﺩﻭ ﺃﻜﺜـﺭ ﻭﻀـﻭﺤﹰﺎ ﻓـﻲ ﺍﻝﻤﺠﺘﻤﻌـﺎﺕ‬
‫ﺍﻻﺸﺘﺭﺍﻜﻴﺔ ﺤﻴﺙ ﻻ ﻴﻜﻭﻥ ﺍﻝﺭﺒﺢ ﻭﺍﻝﺘﻨﺎﻓﺱ ﻫﻭ ﺍﻝﻬـﺩﻑ ﺍﻷﺴﺎﺴـﻲ ﻝﻺﻋـﻼﻥ‪،‬‬
‫ﻭﻴﻌﻜﺱ ﺫﻝﻙ ﺒﺎﻝﻁﺒﻊ ﻭﺍﻗﻊ ﺍﻝﻨﻅﺎﻡ ﺍﻻﻗﺘﺼﺎﺩﻱ ﺍﻝﺫﻱ ﻻ ﻴﻘﻭﻡ ﻋﻠﻰ ﻤﺒﺩﺃ ﺍﻝﻤﻨﺎﻓﺴﺔ‪،‬‬
‫ﻭﻝﻜﻥ ﻋﻠﻰ ﺃﺴﺎﺱ ﻤﻥ ﺍﻝﺘﻜﺎﻤل‪ ،‬ﻭﻤﻥ ﻫﺫﺍ ﺍﻝﻤﻨﻁﻠﻕ ﻓﺈﻥ ﺍﻹﻋﻼﻥ ﻫﻨﺎ ﻻ ﻴﺴـﺘﻔﺯ‬
‫ﻤﺸﺎﻋﺭ ﺍﻝﻨﺎﺱ –ﻜﻤﺎ ﻫﻭ ﺍﻝﺤﺎل ﻓﻲ ﺍﻝﻨﻅﻡ ﺍﻝﺭﺃﺴﻤﺎﻝﻴﺔ‪ -‬ﺒﺈﻝﺤﺎﺤﻪ ﺍﻝﺩﺍﺌﻡ ﻭﺇﻏـﺭﺍﺀ‬
‫ﺍﻝﺠﻤﻬﻭﺭ ﻭﺤﺜﻪ ﻋﻠﻰ ﺍﻝﺸﺭﺍﺀ ﻭﺍﻹﻨﻔﺎﻕ ﺤﺘﻰ ﻭﺇﻥ ﻝﻡ ﻴﻜﻥ ﻓﻲ ﺤﺎﺠﺔ ﺤﻘﻴﻘﻴﺔ ﻝﺘﻠﻙ‬
‫‪Copyright © 2017.‬‬
‫‪copyright law.‬‬

‫‪-٣٤-‬‬

‫‪EBSCO Publishing : eBook Arabic Collection Trial - printed on 4/4/2020 5:45 PM via MINISTÈRE DE L''EDUCATION‬‬
‫‪NATIONALE, DE LA FORMATION PROFESSIONNELLE‬‬
‫; ‪AN: 1945112‬‬ ‫;‪.‬‬
‫‪Account: ns063387‬‬
‫‪. All rights reserved. May not be reproduced in any form without permission from the publisher, except fair uses permitted under U.S. or applicable‬‬

‫ﺍﻝﺴﻠﻊ ﻓﺎﻹﻋﻼﻥ ﻓﻲ ﺍﻝﻤﺠﺘﻤﻌﺎﺕ ﺍﻻﺸﺘﺭﺍﻜﻴﺔ ﻴﻠﺒﻲ ﺤﺎﺠﺎﺕ ﺍﻝﻨـﺎﺱ‪ ،‬ﻝﻜﻨـﻪ ﻓـﻲ‬

‫ﺍﻝﻤﺠﺘﻤﻌﺎﺕ ﺍﻝﺭﺃﺴﻤﺎﻝﻴﺔ ﻴﺨﻠﻕ ﺍﻝﺤﺎﺠﺎﺕ ﻝﻴﻠﻬﺙ ﺨﻠﻔﻬﺎ ﺍﻝﻨﺎﺱ‪.‬‬
‫ﺫﻝﻙ ﺃﻥ ﺍﻹﻋﻼﻥ ﻓﻲ ﺍﻝﺒﻠﺩﺍﻥ ﺍﻝﺭﺃﺴﻤﺎﻝﻴﺔ ﻴﻌﺘﺒﺭ ﺠﺯﺀ ﻻ ﻴﻨﻔﺼل ﻋﻥ ﺍﻝﺤﻴﺎﺓ‬
‫ﺍﻝﻴﻭﻤﻴﺔ ﻝﻠﻤﺠﺘﻤﻊ ﺍﻝﺒﺭﺠﻭﺍﺯﻱ)‪ ،(٨١‬ﻭﻴﺭﺘﺒﻁ ﺒﻤﺒﺩﺃ ﺍﻝﺭﺒﺢ ﺍﻝـﺫﻱ ﻴﺯﻴـﺩ ﺍﻹﻨﺘـﺎﺝ‪،‬‬
‫ﻭﻨﻅﺭﹰﺍ ﻝﻜﻭﻥ ﺘﺤﻘﻴﻕ ﻫﺫﺍ ﺍﻝﺭﺒﺢ ﻴﺭﺘﺒﻁ ﺒﺘﺼﺭﻴﻑ ﺍﻹﻨﺘﺎﺝ ﻭﺒﻴﻌﻪ ﺒﺄﺴﻌﺎﺭ ﺘﻔـﻭﻕ‬
‫ﺘﻜﻠﻔﺘﻪ ﺍﻝﺤﻘﻴﻘﻴﺔ‪ ،‬ﻓﺈﻥ ﺫﻝﻙ ﻴﻌﻨﻲ ﻀﺭﻭﺭﺓ ﺇﻴﺠﺎﺩ ﻤﺴﺘﻬﻠﻙ ﻴﻤﻠﻙ ﺍﻝﻘﺩﺭﺓ ﻋﻠﻰ ﺸﺭﺍﺀ‬
‫ﺍﻝﺴﻠﻊ‪ ،‬ﻭﻋﻨﺩ ﻫﺫﻩ ﺍﻝﻨﻘﻁﺔ ﻴﺠﻲﺀ ﺩﻭﺭ ﺍﻹﻋﻼﻥ ﻝﻴﻘﻭﻡ ﺒﻤﻬﻤﺔ ﺍﻝﺒﺤﺙ ﺍﻝﻤﺴﺘﺩﻴﻡ ﻋﻥ‬
‫ﻤﺴﺘﻬﻠﻜﻴﻥ ﺠﺩﺩ ﻭﺇﻏﺭﺍﺌﻬﻡ ﺒﺸﺘﻰ ﺍﻝﻁﺭﻕ ﻭﺍﻝﻭﺴﺎﺌل ﻋﻠـﻰ ﺸـﺭﺍﺀ ﺍﻝﺴـﻠﻌﺔ ﺃﻭ‬
‫ﺍﻝﺨﺩﻤﺔ‪ ،‬ﻜﻤﺎ ﺃﻥ ﻤﺒﺩﺃ ﺍﻝﻤﻨﺎﻓﺴﺔ ﺍﻝﻤﻭﺠﻭﺩ ﻓﻲ ﻫﺫﺍ ﺍﻝﻨﻅﺎﻡ ﻴﺠﻌل ﻤﻥ ﻜـل ﻤﻨـﺘﺞ‬
‫ﻴﺴﻌﻰ ﻷﻥ ﻴﻜﻭﻥ ﻫﻭ ﺍﻷﻜﺜﺭ ﺭﻭﺍﺠﹰﺎ ﻓﻲ ﺍﻝﺴﻭﻕ‪ ،‬ﻭﻫﻨﺎ ﺃﻴﻀﹰﺎ ﻴﻠﻌﺏ ﺍﻹﻋﻼﻥ ﺩﻭﺭﹰﺍ‬
‫ﻫﺎﻤﹰﺎ ﻓﻲ ﺇﺩﺍﺭﺓ ﻫﺫﺍ ﺍﻝﺼﺭﺍﻉ ﺇﻝﻰ ﺤﺩ ﺍﻝﻤﺴﺎﻫﻤﺔ ﻓﻲ ﺘﺩﻤﻴﺭ ﺼـﻐﺎﺭ ﺍﻝﻤﻨﺎﻓﺴـﻴﻥ‪،‬‬
‫ﻭﺨﻠﻕ ﺍﻻﺤﺘﻜﺎﺭﺍﺕ ﺍﻝﻀﺨﻤﺔ ﺍﻝﺘﻲ ﺘﺴﻴﻁﺭ ﺒﻌﺩ ﺫﻝﻙ ﻋﻠﻰ ﺍﻹﻋﻼﻥ ﺃﻴﻀﹰﺎ ﻭﺘﺠﻌل‬
‫ﻤﻨﻪ ﺃﺩﺍﺓ ﻓﻲ ﻴﺩﻫﺎ)‪.(٨٢‬‬
‫ﻭﻴﻌﻜﺱ ﻜل ﺫﻝﻙ ﺍﺭﺘﺒﺎﻁ ﺍﻹﻋﻼﻥ ﺒﺜﻘﺎﻓﺔ ﺍﻝﻤﺠﺘﻤـﻊ ﺍﻝـﺫﻱ ﻴﻌﻤـل ﻓﻴـﻪ‪،‬‬
‫ﻭﺘﻌﺒﻴﺭﻩ ﻋﻥ ﻤﻀﻤﻭﻥ ﺘﻠﻙ ﺍﻝﺜﻘﺎﻓﺔ ﺍﻝﺘﻲ ﻻ ﻴﺨﺭﺝ ﺒﺄﻱ ﺤﺎل ﻤﻥ ﺍﻷﺤـﻭﺍل ﻋـﻥ‬
‫ﻓﻠﻜﻬﺎ‪ ،‬ﻓﺎﻝﺜﻘﺎﻓﺔ ﺍﻝﺴﺎﺌﺩﺓ ﻓﻲ ﻤﺠﺘﻤﻊ ﻤﺎ ﻫﻲ ﺍﻝﺘـﻲ ﺘﺤـﺩﺩ ﻤﻀـﻤﻭﻥ ﺍﻹﻋـﻼﻥ‪،‬‬
‫ﻭﺍﻝﻤﺴﺎﺤﺔ ﺍﻝﺘﻲ ﻴﺸﻐﻠﻬﺎ‪ ،‬ﻭﺍﻝﻤﺼﺎﺩﺭ ﺍﻝﺘﻲ ﺘﻨﺘﺠﻪ‪ ،‬ﻭﺍﻷﻫﺩﺍﻑ ﻭﺍﻝﻭﻅـﺎﺌﻑ ﺍﻝﺘـﻲ‬
‫ﻴﺅﺩﻴﻬﺎ ﻭﺍﻝﺘﻲ ﻴﺭﺠﻭﻫﺎ ﻤﻨﻪ ﺍﻝﻤﺠﺘﻤﻊ‪ ،‬ﻜﻤﺎ ﺃﻨﻬﺎ ﺘﺤﺩﺩ ﻜﺫﻝﻙ ﺍﻝﻠﻐﺔ ﺍﻝﻤﺴﺘﺨﺩﻤﺔ ﻓـﻲ‬
‫ﺼﻴﺎﻏﺘﻪ‪ ،‬ﻭﻻﺒﺩ ﻤﻥ ﺍﻹﺸﺎﺭﺓ ﻫﻨﺎ ﺇﻝﻰ ﺃﻨﻪ ﺤﺘﻰ ﻓﻲ ﺇﻁﺎﺭ ﺍﻷﻴﺩﻴﻭﻝﻭﺠﻴﺎ ﺍﻝﻭﺍﺤﺩﺓ ﻗﺩ‬
‫ﻼ‪ -‬ﺘﺨﺘﻠـﻑ‬
‫ﺘﻭﺠﺩ ﺜﻘﺎﻓﺎﺕ ﻤﺨﺘﻠﻔﺔ‪ ،‬ﻓﺎﻝﺜﻘﺎﻓﺔ ﺍﻝﺴﺎﺌﺩﺓ ﻓﻲ ﺍﻝﻤﺠﺘﻤﻌﺎﺕ ﺍﻝﻐﺭﺒﻴﺔ –ﻤﺜ ﹰ‬
‫ﺘﻤﺎﻤﹰﺎ ﻋﻥ ﺍﻝﺜﻘﺎﻓﺔ ﺍﻝﺴﺎﺌﺩﺓ ﻓﻲ ﺍﻝﺒﻼﺩ ﺍﻝﻌﺭﺒﻴﺔ‪ -‬ﺍﻝﺘﻲ ﻴﻨـﺘﻬﺞ ﺒﻌﻀـﻬﺎ ﺍﻷﺴـﻠﻭﺏ‬
‫ﺍﻝﺭﺃﺴﻤﺎﻝﻲ ﻓﻲ ﺇﺩﺍﺭﺓ ﺸﺅﻭﻨﻪ ﺍﻻﻗﺘﺼﺎﺩﻴﺔ‪ -‬ﻭﻫﻭ ﻤﺎ ﻴﺠﻌل ﻤﻀـﻤﻭﻥ ﺍﻹﻋـﻼﻥ‬
‫‪Copyright © 2017.‬‬
‫‪copyright law.‬‬

‫‪-٣٥-‬‬

‫‪EBSCO Publishing : eBook Arabic Collection Trial - printed on 4/4/2020 5:45 PM via MINISTÈRE DE L''EDUCATION‬‬
‫‪NATIONALE, DE LA FORMATION PROFESSIONNELLE‬‬
‫; ‪AN: 1945112‬‬ ‫;‪.‬‬
‫‪Account: ns063387‬‬
‫‪. All rights reserved. May not be reproduced in any form without permission from the publisher, except fair uses permitted under U.S. or applicable‬‬

‫ﻤﺨﺘﻠﻑ ﻤﻥ ﻫﻨﺎ ﺇﻝﻰ ﻫﻨﺎﻙ ﺤﺘﻰ ﻭﺇﻥ ﺍﻋﺘﻨﻕ ﻜﻼﻫﻤﺎ ﻨﻔﺱ ﺍﻷﻓﻜـﺎﺭ ﺍﻝﺭﺃﺴـﻤﺎﻝﻴﺔ‬
‫ﻭﺍﻋﺘﺒﺭﻫﺎ ﺍﻝﻤﺭﺠﻌﻴﺔ ﺍﻷﺴﺎﺴﻴﺔ ﻓﻲ ﺘﺴﻴﻴﺭ ﺍﻗﺘﺼﺎﺩﻩ‪.‬‬
‫ﻭﻫﻜﺫﺍ ﻓﺈﻥ ﺍﻹﻋﻼﻥ ﻴﺭﺘﺒﻁ ﺒﺼﻼﺕ ﻭﺜﻴﻘﺔ ﻤﻊ ﺍﻝﻤﺠﺘﻤﻊ ﺍﻝـﺫﻱ ﻴﻨﺘﺠـﻪ‪،‬‬
‫ﻭﻴﻌﺘﺒﺭ ﻋﺎﻜﺴﹰﺎ ﻝﺜﻘﺎﻓﺘﻪ‪ ،‬ﻭﺒﺎﻝﺘﺎﻝﻲ ﻓﺈﻥ ﺍﻝﻘﻴﻡ ﺍﻝﺘﻲ ﻴﺘﻀﻤﻨﻬﺎ ﺍﻹﻋﻼﻥ ﺘﻤﺜـل ﻓـﻲ‬
‫ﺃﻏﻠﺒﻬﺎ ﻗﻴﻡ ﺜﻘﺎﻓﺔ ﺍﻝﺠﻤﺎﻋﺔ ﺍﻝﺘﻲ ﺘﻀﻊ ﺤﺩﻭﺩﹰﺍ ﺜﻘﺎﻓﻴﺔ ﻋﻠﻰ ﺍﻝﺘﻌﺒﻴﺭ ﻓـﻲ ﺍﻝﺨﻁـﺎﺏ‬
‫ﺍﻹﻋﻼﻨﻲ ﺒﺤﻴﺙ ﻴﻤﻜﻥ ﺘﺤﻠﻴل ﻤﺤﺘﻭﻴﺎﺕ ﺍﻝﺨﻁﺎﺏ ﺍﻹﻋﻼﻨﻲ ﻜﺎﻨﻌﻜـﺎﺱ ﺠﺯﺌـﻲ‬
‫ﻝﻠﻤﺠﺘﻤﻊ ﺍﻝﺫﻱ ﻴﻔﺭﺯﻩ)‪ ،(٨٣‬ﻭﻫﻭ ﻤﺎ ﺃﻜﺩﺕ ﻋﻠﻴﻪ ﺍﻝﻌﺩﻴﺩ ﻤﻥ ﺍﻝﺩﺭﺍﺴﺎﺕ ﺍﻝﺘﻲ ﺃﺠﺭﻴﺕ‬
‫ﻓﻲ ﻤﻨﺎﻁﻕ ﻤﺨﺘﻠﻔﺔ ﻤﻥ ﺍﻝﻌﺎﻝﻡ ﻭﺸﻤﻠﺕ ﺜﻘﺎﻓﺎﺕ ﻤﺘﺒﺎﻴﻨﺔ‪ ،‬ﻭﻤﻥ ﺫﻝﻙ ﺍﻝﺩﺭﺍﺴﺔ ﺍﻝﺘـﻲ‬
‫ﺩﺍﺭﺕ ﺤﻭل ﺍﻹﻋﻼﻨﺎﺕ ﺍﻝﺘﻠﻴﻔﺯﻴﻭﻨﻴﺔ ﻓﻲ ﻜل ﻤﻥ ﻓﺭﻨﺴﺎ ﻭﺘﺎﻴﻭﺍﻥ ﻭﺃﻤﺭﻴﻜـﺎ)‪،(٨٤‬‬
‫ﻭﺍﻝﺩﺭﺍﺴﺎﺕ ﺍﻝﺘﻲ ﺃﺠﺭﻴﺕ ﻝﻤﻌﺭﻓﺔ ﺘﺄﺜﻴﺭ ﺍﻻﺨﺘﻼﻓﺎﺕ ﺍﻝﺜﻘﺎﻓﻴـﺔ ﻋﻠـﻰ ﻤﻀـﻤﻭﻥ‬
‫ﺍﻹﻋﻼﻨﺎﺕ ﺍﻝﻤﻨﺸﻭﺭﺓ ﻓﻲ ﺍﻝﻭﻻﻴﺎﺕ ﺍﻝﻤﺘﺤﺩﺓ ﻭﻜﻭﺭﻴﺎ)‪ ،(٨٥‬ﻭﺃﻴﻀـﹰﺎ ﺘﻠـﻙ ﺍﻝﺘـﻲ‬
‫ﺘﻌﺭﻀﺕ ﻝﺘﺤﻠﻴل ﺍﻹﻋﻼﻨﺎﺕ ﺍﻝﻤﻁﺒﻭﻋﺔ ﻓﻲ ﺍﻝﻤﺠﻼﺕ ﻓـﻲ ﺍﻝﻭﻻﻴـﺎﺕ ﺍﻝﻤﺘﺤـﺩﺓ‬
‫ﺍﻷﻤﺭﻴﻜﻴﺔ ﻭﺒﻠﺩﺍﻥ ﺍﻝﻤﺠﻤﻭﻋﺔ ﺍﻷﻭﺭﻭﺒﻴﺔ)‪ ،(٨٦‬ﻭﺍﻝﺩﺭﺍﺴﺔ ﺍﻝﺘﻲ ﻗﺎﺭﻨﺕ ﺒﻴﻥ ﺍﻝﻘـﻴﻡ‬
‫ﺍﻝﺜﻘﺎﻓﻴﺔ ﻓﻲ ﺍﻹﻋﻼﻥ ﺍﻝﻤﻁﺒﻭﻉ ﻓﻲ ﺍﻝﻤﺠﻼﺕ ﻓﻲ ﻜل ﻤﻥ ﺒﺭﻴﻁﺎﻨﻴﺎ ﻭﺃﻤﺭﻴﻜـﺎ)‪،(٨٧‬‬
‫ﻭﺍﻝﺩﺭﺍﺴﺔ ﺍﻝﺘﻲ ﺩﺍﺭﺕ ﺤﻭل ﻤﻐﺯﻯ ﺍﻹﻋﻼﻨﺎﺕ ﻓﻲ ﺍﻻﺘﺤﺎﺩ ﺍﻝﺴﻭﻓﻴﺘﻲ ﺍﻝﺴﺎﺒﻕ)‪،(٨٨‬‬
‫ﻭﺍﻝﺩﺭﺍﺴﺔ ﺍﻝﺘﻲ ﺘﻨﺎﻭﻝﺕ ﺃﺜﺭ ﺍﻝﺜﻘﺎﻓﺔ ﻋﻠﻰ ﺍﻝﻤﻨﺎﺸﺩﺓ ﺍﻹﻋﻼﻨﻴـﺔ ﻓـﻲ ﺍﻹﻋﻼﻨـﺎﺕ‬
‫ﺍﻝﻤﻨﺸﻭﺭﺓ ﻓﻲ ﻜل ﻤﻥ ﺍﻝﻴﺎﺒﺎﻥ ﻭﺃﻤﺭﻴﻜﺎ)‪ ،(٨٩‬ﻭﺍﻝﺩﺭﺍﺴﺔ ﺍﻝﺘﻲ ﺩﺍﺭﺕ ﺤﻭل ﺍﻨﻌﻜﺎﺱ‬
‫ﺍﻝﻘﻴﻡ ﺍﻝﺜﻘﺎﻓﻴﺔ ﻓﻲ ﺍﻹﻋﻼﻨﺎﺕ ﻓﻲ ﻜل ﻤﻥ ﺘﻠﻴﻔﺯﻴﻭﻥ ﺍﻝﺼﻴﻥ ﻭﺍﻝﻭﻻﻴـﺎﺕ ﺍﻝﻤﺘﺤـﺩﺓ‬
‫ﺍﻷﻤﺭﻴﻜﻴﺔ)‪.(٩٠‬‬
‫ﻝﻘﺩ ﺃﻜﺩﺕ ﻜل ﺘﻠﻙ ﺍﻝﺩﺭﺍﺴﺎﺕ ﻋﻠﻰ ﺃﻥ ﻤﻀﻤﻭﻥ ﺍﻝﺭﺴﺎﺌل ﺍﻹﻋﻼﻨﻴﺔ ﻴﺨﺘﻠﻑ‬
‫ﻤﻥ ﻤﺠﺘﻤﻊ ﻵﺨﺭ ﺘﺒﻌﹰﺎ ﻝﻠﺒﻴﺌﺔ ﺍﻝﺜﻘﺎﻓﻴﺔ ﻭﺍﻝﻔﻜﺭﻴﺔ ﺍﻝﺴﺎﺌﺩﺓ ﻓﻲ ﻜل ﻤﺠﺘﻤـﻊ‪ ،‬ﻭﺫﻝـﻙ‬
‫ﺒﺎﻝﺭﻏﻡ ﻤﻥ ﺃﻥ ﺍﻹﻋﻼﻥ ﻜﻨﺸﺎﻁ ﺍﺘﺼﺎﻝﻲ ﻤﻭﺠﻭﺩ ﻓﻲ ﻜل ﺘﻠﻙ ﺍﻝﻤﺠﺘﻤﻌـﺎﺕ ﻭﺇﻥ‬
‫ﺍﺨﺘﻠﻔﺕ ﻭﻅﺎﺌﻔﻪ ﻭﺃﻫﺩﺍﻓﻪ ﻭﻨﻅﺭﺓ ﻜل ﻤﺠﺘﻤﻊ ﻝﻪ‪،‬ﻭﻫﻭ ﻤﺎ ﺍﻨﻌﻜﺱ ﺒـﺩﻭﺭﻩ ﻋﻠـﻰ‬
‫‪Copyright © 2017.‬‬
‫‪copyright law.‬‬

‫‪-٣٦-‬‬

‫‪EBSCO Publishing : eBook Arabic Collection Trial - printed on 4/4/2020 5:45 PM via MINISTÈRE DE L''EDUCATION‬‬
‫‪NATIONALE, DE LA FORMATION PROFESSIONNELLE‬‬
‫; ‪AN: 1945112‬‬ ‫;‪.‬‬
‫‪Account: ns063387‬‬
‫‪. All rights reserved. May not be reproduced in any form without permission from the publisher, except fair uses permitted under U.S. or applicable‬‬

‫ﺘﻔﺎﻭﺕ ﺭﺅﻴﺔ ﺍﻝﻤﺘﺨﺼﺼﻴﻥ ﻭﺍﻝﺒﺎﺤﺜﻴﻥ ﻝﻤﺎ ﻴﻤﻜﻥ ﺃﻥ ﻴﺅﺩﻴﻪ ﺍﻹﻋﻼﻥ ﻤﻥ ﻭﻅﺎﺌﻑ‬

‫ﻝﻠﻤﺠﺘﻤﻊ ﺒﻴﻥ ﻤﻥ ﻴﺭﻯ ﺃﻥ ﻝﻺﻋﻼﻥ ﺁﺜﺎﺭﹰﺍ ﺇﻴﺠﺎﺒﻴﺔ ﻭﻨﺎﻓﻌﺔ ﻴﻤﻜﻥ ﺃﻥ ﻴﺤﺩﺜﻬﺎ ﻓـﻲ‬
‫ﺍﻝﻤﺠﺘﻤﻊ‪ ،‬ﻭﻨﺎﻗﺩﹰﺍ ﻴﻌﺘﻘﺩ ﺃﻥ ﺍﻵﺜﺎﺭ ﺍﻝﺴﻴﺌﺔ ﻝﻺﻋﻼﻥ ﺘﻨﻔﻲ ﺃﻥ ﻴﻜﻭﻥ ﻝﻪ ﺃﻴﺔ ﻓﺎﺌـﺩﺓ‪،‬‬
‫ﻭﻝﻜل ﻓﺭﻴﻕ ﻤﻥ ﻫﺅﻻﺀ ﻤﺒﺭﺭﺍﺘﻪ ﺍﻝﺘﻲ ﻴﻁﺭﺤﻬﺎ ﻝﺘﺄﻜﻴﺩ ﻭﺠﻬﺔ ﻨﻅﺭﻩ‪ ،‬ﻓﺎﻝﻤـﺩﺍﻓﻌﻴﻥ‬
‫ﻋﻥ ﺍﻹﻋﻼﻥ ﻴﺭﻭﻥ ﺃﻥ ﻝﻪ ﻋـﺩﺩﹰﺍ ﻤـﻥ ﺍﻝﻭﻅـﺎﺌﻑ ﻭﺍﻷﻫـﺩﺍﻑ ﺍﻻﻗﺘﺼـﺎﺩﻴﺔ‬
‫ﻭﺍﻻﺠﺘﻤﺎﻋﻴﺔ ﺍﻝﻬﺎﻤﺔ ﺍﻝﺘﻲ ﻴﻘﺩﻤﻬﺎ ﻝﻠﻤﺠﺘﻤﻊ ﻭﺫﻝﻙ ﻜﺎﻝﺘﺎﻝﻲ‪:‬‬
‫ﻴﻌﻤل ﺍﻹﻋﻼﻥ ﻋﻠﻰ ﺍﻝﺭﻓﻊ ﻤﻥ ﺍﻝﻤﺴﺘﻭﻯ ﺍﻝﻤﻌﻴﺸﻲ ﻝﻸﻓﺭﺍﺩ‪ :‬ﻭﺫﻝﻙ ﻋـﻥ‬
‫ﻁﺭﻴﻕ ﺩﻋﻭﺘﻬﻡ ﻻﺴﺘﻬﻼﻙ ﺍﻝﺴﻠﻊ ﺍﻝﺠﺩﻴﺩﺓ ﻭﺍﻝﻤﻔﻴﺩﺓ‪ ،‬ﻭﻤﻥ ﺨﻼل ﻤﺴﺎﻋﺩﺘﻬﻡ ﻓـﻲ‬
‫ﺍﻝﺤﺼﻭل ﻋﻠﻰ ﺍﻝﺴﻠﻊ ﺍﻝﻤﻨﺎﺴﺒﺔ ﻝﻤﺴﺘﻭﻴﺎﺘﻬﻡ ﺍﻻﻗﺘﺼﺎﺩﻴﺔ ﻭﺍﻻﺠﺘﻤﺎﻋﻴﺔ‪ ،‬ﻭﺩﻓﻌﻬـﻡ‬
‫ﻝﺸﺭﺍﺀ ﺍﻝﻤﻨﺘﺠﺎﺕ ﻭﺍﻷﺩﻭﺍﺕ ﻭﺍﻷﺠﻬﺯﺓ ﺍﻝﺤﺩﻴﺜﺔ ﺍﻝﺘﻲ ﺘﻴﺴﺭ ﻝﻬﻡ ﺸﺅﻭﻥ ﺤﻴﺎﺘﻬﻡ)‪،(٩١‬‬
‫ﻭﻫﻭ ﺒﺎﻝﺘﺎﻝﻲ ﻴﺭﻓﻊ ﺍﻝﺘﻁﻠﻌﺎﺕ ﻝﺩﻯ ﺍﻝﺠﻤﻬﻭﺭ ﻤﻥ ﺃﺠل ﺤﻴﺎﺓ ﺃﻓﻀل‪ ،‬ﻭﻴﺅﺩﻱ ﺫﻝـﻙ‬
‫ﺇﻝﻰ ﺯﻴﺎﺩﺓ ﺍﻝﻌﻤل ﺒﻬﺩﻑ ﺘﺤﻘﻴﻕ ﺘﻠﻙ ﺍﻝﺘﻁﻠﻌﺎﺕ ﻭﺒﺎﻝﺘﺎﻝﻲ ﺇﻨﺠﺎﺯ ﻤﻌﺩﻻﺕ ﺃﻓﻀـل‬
‫ﻝﻠﺘﻨﻤﻴﺔ)‪.(٩٢‬‬
‫ﻼ‪ -‬ﺒﺩﻋﻭﺓ ﺍﻝﺠﻤﻬﻭﺭ ﺇﻝـﻰ ﺍﻗﺘﻨـﺎﺀ ﺍﻝﺴـﻴﺎﺭﺍﺕ‬
‫ﺇﻥ ﺍﻹﻋﻼﻥ ﻫﻨﺎ ﻴﻘﻭﻡ –ﻤﺜ ﹰ‬
‫ﺍﻝﺤﺩﻴﺜﺔ‪ ،‬ﻭﺍﻝﺜﻼﺠﺎﺕ‪ ،‬ﻭﺍﻷﺠﻬﺯﺓ ﺍﻝﻤﺭﺌﻴـﺔ ﻭﺍﻝﻤﻼﺒـﺱ ﺫﺍﺕ ﺍﻝﺠـﻭﺩﺓ ﺍﻝﻌﺎﻝﻴـﺔ‪،‬‬
‫ﻭﺍﻻﻨﺘﻘﺎل ﻝﻠﺴﻜﻥ ﻓﻲ ﺍﻷﺤﻴﺎﺀ ﺍﻝﺠﺩﻴﺩﺓ ﺍﻝﻤﺯﻭﺩﺓ ﺒﺴﺒل ﺃﻓﻀل ﻝﻠﺤﻴﺎﺓ‪ ،‬ﻭﺫﻝﻙ ﻜﻠﻪ ﻴﺘﻡ‬
‫ﻋﻥ ﻁﺭﻴﻕ ﺒﻴﺎﻥ ﺍﻝﻤﺯﺍﻴﺎ ﺍﻝﺘﻲ ﺘﺘﺭﺘﺏ ﻋﻠﻰ ﺍﻝﺘﻌﺎﻤل ﻤﻊ ﻫﺫﻩ ﺍﻝﺴـﻠﻊ ﻭﺍﻝﺨـﺩﻤﺎﺕ‬
‫ﻭﺍﺴﺘﺨﺩﺍﻤﻬﺎ‪ ،‬ﻭﻫﻭ ﻤﺎ ﻴﺴﺎﻋﺩ ﻓﻲ ﺍﻝﻨﻬﺎﻴﺔ ﻋﻠﻰ ﺘﺤﺴﻴﻥ ﻤﺴﺘﻭﻯ ﺤﻴـﺎﺓ ﺍﻷﻓـﺭﺍﺩ‬
‫ﻭﺍﻝﺭﻓﻊ ﻤﻥ ﺩﺭﺠﺔ ﺭﻓﺎﻫﻴﺘﻬﻡ‪.‬‬
‫ﻭﺜﻘﺎﻓﻴﺔ‪ :‬ﻓﻬﻭ ﻴﺅﺩﻱ ﺩﻭﺭﹰﺍ ﺃﺴﺎﺴﻴﹰﺎ ﻴﺘﻤﺜل ﻓﻲ‬ ‫ﺍﻹﻋﻼﻥ ﻗﻭﺓ ﺘﻌﻠﻴﻤﻴﺔ‬
‫ﻤﺩ ﺍﻝﺠﻤﻬﻭﺭ ﺒﺎﻝﻤﻌﻠﻭﻤﺎﺕ ﺤﻭل ﺍﻷﻓﻜﺎﺭ ﺍﻝﺠﺩﻴﺩﺓ ﺨﺎﺼﺔ ﻓﻲ ﺍﻝﻤﺭﺍﺤـل ﺍﻷﻭﻝـﻰ‬
‫ﻝﺘﻘﺩﻴﻡ ﺍﻝﻔﻜﺭﺓ)‪ ،(٩٣‬ﻜﻤﺎ ﺃﻨﻪ ﻴﺅﺜﺭ ﻋﻠﻰ ﺃﻓﻜﺎﺭ ﺍﻝﻨﺎﺱ ﻭﻴﺭﻓﻊ ﻤﻥ ﺜﻘـﺎﻓﺘﻬﻡ‪ ،‬ﻓﻤـﻥ‬
‫‪Copyright © 2017.‬‬
‫‪copyright law.‬‬

‫‪-٣٧-‬‬

‫‪EBSCO Publishing : eBook Arabic Collection Trial - printed on 4/4/2020 5:45 PM via MINISTÈRE DE L''EDUCATION‬‬
‫‪NATIONALE, DE LA FORMATION PROFESSIONNELLE‬‬
‫; ‪AN: 1945112‬‬ ‫;‪.‬‬
‫‪Account: ns063387‬‬
‫‪. All rights reserved. May not be reproduced in any form without permission from the publisher, except fair uses permitted under U.S. or applicable‬‬

‫ﺨﻼل ﺩﻭﺭﻩ ﺍﻹﻗﻨﺎﻋﻲ ﺒﺸﺭﺍﺀ ﺍﻝﺴﻠﻊ ﻭﺍﻝﺨﺩﻤﺎﺕ ﻴﺴﺘﺨﺩﻡ ﺍﻹﻋﻼﻥ ﺍﻝﺤﺠﺔ ﻭﺍﻝﻤﻨﻁﻕ‬
‫ﻓﻴﺤﻤﻠﻬﻡ ﻋﻠﻰ ﺘﻌﻠﻡ ﺃﺸﻴﺎﺀ ﻝﻡ ﻴﻜﻭﻨﻭﺍ ﻴﻌﻠﻤﻭﻨﻬﺎ ﻤﻥ ﻗﺒل‪ ،‬ﻭﻫﻭ ﺒﺎﻝﺘـﺎﻝﻲ ﺃﺩﺍﺓ ﻤـﻥ‬
‫ﺃﺩﻭﺍﺕ ﺍﻝﺜﻘﺎﻓﺔ ﻴﺘﻌﻠﻡ ﺍﻝﻨﺎﺱ ﻋﻥ ﻁﺭﻴﻕ ﺍﻝﺘﻌﺭﺽ ﻝﻪ ﻤﻌﻠﻭﻤﺎﺕ ﺠﺩﻴـﺩﺓ ﺘـﺭﺘﺒﻁ‬
‫ﺒﺘﺭﻜﻴﺏ ﺍﻝﺴﻠﻊ ﺍﻝﻤﺘﻨﻭﻋﺔ ﻭﺨﺼﺎﺌﺼﻬﺎ ﻭﺘﻜﻭﻴﻨﻬﺎ ﻭﺍﺴﺘﺨﺩﺍﻤﻬﺎ ﻭﻓﻭﺍﺌﺩﻫﺎ ﻭﺘـﺎﺭﻴﺦ‬
‫ﺘﻁﻭﺭﻫﺎ ﻜﻤﺎ ﻴﺴﺎﻫﻡ ﺍﻹﻋﻼﻥ ﻓﻲ ﻨﻘل ﺍﻷﻓﻜﺎﺭ ﻤﻥ ﺍﻝﻤﻌﻠﻨﻴﻥ ﺇﻝﻰ ﺍﻝﺠﻤﻬـﻭﺭ ﺒﻤـﺎ‬
‫ﻴﻁﻭﺭ ﻤﻥ ﺜﻘﺎﻓﺘﻬﻡ ﺍﻻﻗﺘﺼﺎﺩﻴﺔ ﻭﺍﻻﺠﺘﻤﺎﻋﻴﺔ ﻭﺍﻝﻤﻌﺭﻓﻴﺔ‪ ..‬ﻭﻴﺴﺘﺨﺩﻡ ﺍﻹﻋﻼﻥ ﻓﻲ‬
‫ﻏﺭﺱ ﺍﻝﻌﺎﺩﺍﺕ ﺍﻝﺼﺤﻴﺔ ﺍﻝﺴﻠﻴﻤﺔ ﺒﻴﻥ ﺍﻝﻨﺎﺱ‪ ،‬ﻭﻫﻭ ﺒﺎﻝﺘﺎﻝﻲ ﻴﺭﻓﻊ ﻤـﻥ ﻤﺴـﺘﻭﻯ‬
‫ﺍﻝﻭﻋﻲ ﺍﻝﺼﺤﻲ ﻝﺩﻴﻬﻡ‪ ،‬ﻭﻴﻤﺩﻫﻡ ﺒﺎﻝﻤﻌﻠﻭﻤﺎﺕ ﺤﻭل ﺃﻓﻀـل ﺍﻝﻁـﺭﻕ ﻻﺴـﺘﺜﻤﺎﺭ‬
‫ﺃﻤﻭﺍﻝﻬﻡ ﻭﺍﺩﺨﺎﺭﻫﺎ ﻭﺘﻨﻤﻴﺘﻬﺎ‪ ،‬ﻭﺴﺒل ﺍﻻﺭﺘﻘﺎﺀ ﺒﻤﺴﺘﻭﻴﺎﺘﻬﻡ ﺍﻝﺜﻘﺎﻓﻴﺔ ﻭﺍﻝﻌﻠﻤﻴـﺔ)‪،(٩٤‬‬
‫ﻜﻤﺎ ﻴﺯﻭﺩ ﺍﻹﻋﻼﻥ ﺍﻝﻤﺴﺘﻬﻠﻙ ﺒﻤﻌﻠﻭﻤﺎﺕ ﻋﻥ ﺍﻷﻨﻤﺎﻁ ﺍﻝﻤﻤﻜﻨـﺔ ﻝﻺﻨﻔـﺎﻕ ﻓـﻲ‬
‫ﺍﻝﻤﻠﺒﺱ‪ ،‬ﻭﻓﻲ ﺸﺭﺍﺀ ﺍﻝﺒﻴﻭﺕ ﻭﺘﺄﺠﻴﺭﻫﺎ ﻭﻓﻲ ﺍﻝﺴﻔﺭ ﻭﻗﻀﺎﺀ ﺍﻝﻌﻁﻼﺕ ﻭﺫﻝﻙ ﺒﻤـﺎ‬
‫ﻴﺘﻴﺢ ﻝﻪ ﺇﻤﻜﺎﻨﺎﺕ ﺍﻻﺨﺘﻴﺎﺭ‪ ،‬ﻭﻫﻭ ﻤﺎﻻ ﻴﻤﻜﻥ ﻋﻤﻠﻪ ﺒﺸﻜل ﻭﺍﺴﻊ ﻭﻓﻌﺎل ﻓﻲ ﻏﻴﺎﺏ‬
‫ﺍﻹﻋﻼﻥ)‪ ،(٩٥‬ﺍﻝﺫﻱ ﻴﺴﺎﻫﻡ ﺃﻴﻀﹰﺎ ﻓﻲ ﺘﻌﺭﻴﻑ ﺍﻝﻨﺎﺱ ﺒﺎﻝﻤﺸﺎﻜل ﺍﻝﺘـﻲ ﺘـﻭﺍﺠﻬﻬﻡ‬
‫ﻭﻁﺭﻕ ﻤﻌﺎﻝﺠﺘﻬﺎ‪ ،‬ﻜﻤﺸﺎﻜل ﺍﻝﺘﻠﻭﺙ ﻭﺍﻝﺘﺩﺨﻴﻥ ﻭﺍﻝﻌﺎﺩﺍﺕ ﺍﻻﺠﺘﻤﺎﻋﻴـﺔ ﺍﻝﻀـﺎﺭﺓ‪،‬‬
‫ﻭﺇﺭﺸﺎﺩ ﺍﻝﻔﻼﺤﻴﻥ ﻭﻤﺩﻫﻡ ﺒﺎﻝﻨﺼﺎﺌﺢ ﺍﻝﻤﺘﻌﻠﻘﺔ ﺒﺄﺴﺎﻝﻴﺏ ﺍﻝﺯﺭﺍﻋﺔ ﺍﻝﺤﺩﻴﺜﺔ ﻭﻁـﺭﻕ‬
‫ﺍﺴﺘﺨﺩﺍﻡ ﺍﻝﻤﺒﻴﺩﺍﺕ ﻭﺍﻝﻤﺤﺎﻓﻅﺔ ﻋﻠﻰ ﺍﻝﺒﻴﺌﺔ ﻭﺍﻝﻨﻅﺎﻓﺔ)‪.(٩٦‬‬
‫ﻭﻓﻲ ﻨﻔﺱ ﺍﻹﻁﺎﺭ ﺃﻴﻀﹰﺎ ﻴﻌﻠﻤﻨﺎ ﺍﻹﻋﻼﻥ ﺍﻝﻭﻗﺎﻴﺔ ﻤﻥ ﺍﻝﻜﺜﻴﺭ ﻤﻥ ﺍﻷﺨﻁـﺎﺭ‬
‫ﺍﻝﺘﻲ ﺘﺤﻴﻁ ﺒﻨﺎ‪ ،‬ﻭﻴﻁﻠﻌﻨﺎ ﻋﻠﻰ ﺍﻻﻜﺘﺸﺎﻓﺎﺕ ﻭﺍﻻﺨﺘﺭﺍﻋﺎﺕ ﺍﻝﺤﺩﻴﺜﺔ ﻓﻲ ﺍﻝﻤﺠـﺎﻻﺕ‬
‫ﺍﻝﻤﺨﺘﻠﻔﺔ ﻭﻴﺤﺜﻨﺎ ﻋﻠﻰ ﺍﻗﺘﻨﺎﺌﻬﺎ ﻭﺍﻝﺘﻌﺎﻤل ﻤﻌﻬﺎ ﻤﻤﺎ ﻴﻌﻤل ﻋﻠﻰ ﺍﻝﺤﺩ ﻤﻥ ﺍﻷﻤﻴـﺔ‬
‫ﺍﻝﺘﻘﻨﻴﺔ‪ ،‬ﻭﻴﺅﻜﺩ ﻜل ﺫﻝﻙ ﺃﻥ ﻝﻺﻋﻼﻥ ﻭﻅﻴﻔﺔ ﺘﻌﻠﻴﻤﻴﺔ ﻭﺘﺜﻘﻴﻔﻴﺔ ﻋﻠﻰ ﺩﺭﺠﺔ ﻋﺎﻝﻴـﺔ‬
‫ﻤﻥ ﺍﻷﻫﻤﻴﺔ ﻻ ﻴﻤﻜﻥ ﺘﺠﺎﻫﻠﻬﺎ ﺃﻭ ﺍﻹﻗﻼل ﻤﻥ ﻗﻴﻤﺘﻬﺎ‪.‬‬
‫‪Copyright © 2017.‬‬
‫‪copyright law.‬‬

‫‪-٣٨-‬‬

‫‪EBSCO Publishing : eBook Arabic Collection Trial - printed on 4/4/2020 5:45 PM via MINISTÈRE DE L''EDUCATION‬‬
‫‪NATIONALE, DE LA FORMATION PROFESSIONNELLE‬‬
‫; ‪AN: 1945112‬‬ ‫;‪.‬‬
‫‪Account: ns063387‬‬
‫‪. All rights reserved. May not be reproduced in any form without permission from the publisher, except fair uses permitted under U.S. or applicable‬‬

‫ﻴﺴﺎﻫﻡ ﺍﻹﻋﻼﻥ ﻓﻲ ﺘﻁﻭﻴﺭ ﺍﻝﺴﻠﻊ ﻭﺍﻝﺨﺩﻤﺎﺕ‪ :‬ﻭﺫﻝﻙ ﻋﻥ ﻁﺭﻴـﻕ‬

‫ﻨﺸﺭ ﺭﻭﺡ ﺍﻝﻤﻨﺎﻓﺴﺔ ﺒﻴﻥ ﺍﻝﻤﻨﺘﺠﻴﻥ‪ ،‬ﻓﺎﻝﺘﻨﺎﻓﺱ ﻓﻲ ﺘﻘﺩﻴﻡ ﺍﻷﺠﻭﺩ ﻭﺍﻷﻓﻀل ﻴﺠﻌـل‬
‫ﺍﻝﻤﻌﻠﻥ ﻴﺒﺤﺙ ﺩﺍﺌﻤﹰﺎ ﻋﻥ ﺍﻝﺠﺩﻴﺩ ﻭﺍﻝﻤﺨﺘﻠﻑ ﻭﺍﻝﻤﺘﻁﻭﺭ ﺒﻤﺎ ﻴﺠﻌﻠﻪ ﻤﻭﻀﻊ ﺜﻘﺔ ﻝﺩﻯ‬
‫ﺍﻝﻤﺴﺘﻬﻠﻙ ﺍﻝﺫﻱ ﻴﺴﻌﻰ ﺒﺩﻭﺭﻩ ﻝﻠﺤﺼﻭل ﻋﻠﻰ ﺃﻜﺒﺭ ﻤﻨﻔﻌﺔ ﺒﺄﻗل ﺠﻬﺩ ﻤﻤﻜﻥ‪ ،‬ﻭﻫﻭ‬
‫ﻤﺎ ﻴﺘﻁﻠﺏ ﻤﻥ ﺍﻝﻤﻌﻠﻥ ﻀﺭﻭﺭﺓ ﺘﻁﻭﻴﺭ ﺇﻨﺘﺎﺠﻪ ﻭﺨﺩﻤﺎﺘـﻪ ﺤﺘـﻰ ﻻ ﻴﻨﺼـﺭﻑ‬
‫ﺍﻝﻤﺴﺘﻬﻠﻙ ﻋﻨﻪ‪ ،‬ﻭﻫﺫﺍ ﺍﻝﺘﻁﻭﻴﺭ ﻴﺤﺘﺎﺝ ﺒﺩﻭﺭﻩ ﺇﻝﻰ ﺇﺠﺭﺍﺀ ﺍﻝﺒﺤـﻭﺙ ﻭﺍﻝﺩﺭﺍﺴـﺎﺕ‬
‫ﺍﻝﻌﻠﻤﻴﺔ ﺤﺘﻰ ﻴﻜﻭﻥ ﻤﺒﻨﻲ ﻋﻠﻰ ﺃﺴﺎﺱ ﺴﻠﻴﻡ‪ ،‬ﻜﻤﺎ ﺃﻥ ﻫﺫﻩ ﺍﻝﺒﺤﻭﺙ ﻭﺍﻝﺩﺭﺍﺴـﺎﺕ‬
‫ﺍﻝﺘﻲ ﺘﺘﻁﻠﺏ ﻋﻤﻠﻴﺔ ﺇﻨﻔﺎﻕ ﻜﺒﻴﺭﺓ ﻤﻥ ﺍﻝﺸﺭﻜﺎﺕ ﺍﻝﻤﻨﺘﺠﺔ ﺘﻬﺩﻑ ﺒﺎﻝﺩﺭﺠﺔ ﺍﻷﻭﻝـﻰ‬
‫ﺇﻝﻰ ﺨﻠﻕ ﺤﺎﻝﺔ ﻤﻥ ﺍﻝﻘﺒﻭل ﻝﻤﻨﺘﺠﺎﺘﻬﺎ ﻭﺴﻠﻌﻬﺎ ﻝﺩﻯ ﺍﻝﺠﻤﻬـﻭﺭ‪ ،‬ﻭﺒﺎﻝﺘـﺎﻝﻲ ﻓﺈﻨﻬـﺎ‬
‫ﺘﻨﺘﻬﻲ ﺇﻝﻰ ﺇﻀﺎﻓﺔ ﺘﺤﺴﻴﻨﺎﺕ ﻭﺘﻁﻭﻴﺭﺍﺕ ﺃﺴﺎﺴـﻴﺔ ﻭﻫﺎﻤـﺔ ﻋﻠـﻰ ﺍﻝﻤﻨﺘﺠـﺎﺕ‬
‫ﻭﺍﻝﺨﺩﻤﺎﺕ ﺍﻝﺘﻲ ﺘﻨﺘﺠﻬﺎ ﻭﺘﻘﺩﻤﻬﺎ ﺘﻠﻙ ﺍﻝﺸﺭﻜﺎﺕ ﻤﻤﺎ ﻴﻌﻤل ﻋﻠﻰ ﺇﺸﺎﻋﺔ ﺍﻝﺤﺭﻜـﺔ‬
‫ﻓﻲ ﺍﻻﻗﺘﺼﺎﺩ ﻭﺘﻁﻭﺭﻩ)‪.(٩٧‬‬
‫ﻭﻤﺎ ﻴﻘﺎل ﻋﻥ ﺸﺭﻜﺔ ﻤﺘﺨﺼﺼﺔ ﻓﻲ ﺇﻨﺘﺎﺝ ﺴﻠﻌﺔ ﻤﻌﻴﻨﺔ ﻴﻨﺴﺤﺏ ﺒـﺩﻭﺭﻩ‬
‫ﻋﻠﻰ ﻏﻴﺭﻫﺎ ﻤﻥ ﺍﻝﺸﺭﻜﺎﺕ ﺍﻷﺨﺭﻯ‪ ،‬ﺍﻷﻤﺭ ﺍﻝﺫﻱ ﻴﺨﻠﻕ ﺤﺎﻝﺔ ﻤﻥ ﺍﻝﻤﻨﺎﻓﺴﺔ ﺒﻴﻨﻬﺎ‬
‫ﻤﻥ ﺃﺠل ﺍﻝﺒﻘﺎﺀ ﻓﻲ ﺍﻝﺴﻭﻕ‪ ،‬ﻭﻫﻭ ﻤﺎ ﻴﺠﻌل ﻜل ﺸﺭﻜﺔ ﺘﺴـﻌﻰ ﻋﻠـﻰ ﺘﺤﺴـﻴﻥ‬
‫ﻭﺘﻁﻭﻴﺭ ﻤﺎ ﺘﻨﺘﺠﻪ ﺤﺘﻰ ﺘﻨﺎل ﺜﻘﺔ ﺍﻝﻤﺴﺘﻬﻠﻙ‪ ،‬ﻭﻫﻭ ﻤﺎ ﻴﻨﻌﻜﺱ ﺇﻴﺠﺎﺒﹰﺎ ﻋﻠـﻰ ﻜـل‬
‫ﺍﻝﺴﻠﻊ ﻭﺍﻝﺨﺩﻤﺎﺕ ﺍﻝﻤﻁﺭﻭﺤﺔ ﻓﻲ ﺍﻝﺴﻭﻕ ﺍﻝﺘﻲ ﻻﺒﺩ ﻭﺃﻥ ﺘﺼل ﺒﺫﻝﻙ ﺇﻝﻰ ﺩﺭﺠـﺔ‬
‫ﻋﺎﻝﻴﺔ ﻤﻥ ﺍﻝﺠﻭﺩﺓ‪.‬‬
‫ﻭﺒﺎﻝﻁﺒﻊ ﻓﺈﻥ ﻫﺫﻩ ﺍﻵﺜﺎﺭ ﺍﻹﻴﺠﺎﺒﻴﺔ ﺴﻭﻑ ﺘﻅﻬﺭ ﻨﺘﺎﺌﺠﻬﺎ ﺍﻝﻤﺜﻤﺭﺓ ﺒﻭﻀﻭﺡ‬
‫ﻓﻲ ﺍﻹﻋﻼﻥ ﺃﻴﻀﹰﺎ ﺍﻝﺫﻱ ﺴﻴﻜﻭﻥ ﺃﻜﺜﺭ ﻤﺼﺩﺍﻗﻴﺔ ﻓﻲ ﻨﻅﺭ ﺍﻝﺠﻤﻬﻭﺭ‪.‬‬
‫ﻴﺴﺎﻋﺩ ﺍﻹﻋﻼﻥ ﻋﻠﻰ ﺘﻨﺸﻴﻁ ﺍﻝﻁﻠﺏ ﻭﺯﻴﺎﺩﺓ ﺍﻹﻨﺘﺎﺝ‪ :‬ﺤﻴﺙ ﻴﻌـﺩ‬
‫ﺍﻹﻋﻼﻥ ﺃﺩﺍﺓ ﺭﺌﻴﺴﺔ ﻝﻠﻤﻌﻠﻨﻴﻥ ﻭﺍﻹﺩﺍﺭﺍﺕ ﺍﻝﺨﺩﻤﻴﺔ ﻝﺘﻨﻔﻴﺫ ﺍﻷﻫﺩﺍﻑ ﻭﺍﻝﺴﻴﺎﺴـﺎﺕ‬
‫‪Copyright © 2017.‬‬
‫‪copyright law.‬‬

‫‪-٣٩-‬‬

‫‪EBSCO Publishing : eBook Arabic Collection Trial - printed on 4/4/2020 5:45 PM via MINISTÈRE DE L''EDUCATION‬‬
‫‪NATIONALE, DE LA FORMATION PROFESSIONNELLE‬‬
‫; ‪AN: 1945112‬‬ ‫;‪.‬‬
‫‪Account: ns063387‬‬
‫‪. All rights reserved. May not be reproduced in any form without permission from the publisher, except fair uses permitted under U.S. or applicable‬‬

‫ﺍﻝﺘﺴﻭﻴﻘﻴﺔ ﻭﺍﻝﺘﺭﻭﻴﺠﻴﺔ ﻋﻥ ﻁﺭﻴﻕ ﺘﻌﺭﻴﻑ ﺍﻝﺠﻤﻬﻭﺭ ﺒﻤﺎ ﻴﻁﺭﺤﻭﻨﻪ ﻤـﻥ ﺴـﻠﻊ‬

‫ﻭﺨﺩﻤﺎﺕ‪ ،‬ﻭﺇﻗﻨﺎﻋﻬﻡ ﺒﺎﻗﺘﻨﺎﺌﻬﺎ ﻭﺍﺴﺘﺨﺩﺍﻤﻬﺎ ﻭﺍﻝﺘﻌﺎﻤل ﻤﻌﻬﺎ ﺒﺸﻜل ﻤﺘﻜﺭﺭ ﻭﺩﺍﺌـﻡ‪،‬‬
‫ﻭﺍﻹﻋﻼﻥ ﻫﻨﺎ ﻴﻌﻤل ﻋﻠﻰ ﺨﻠﻕ ﻋﻼﻗﺔ ﺤﺴﻨﺔ ﻭﻤﺴﺘﻤﺭﺓ ﺒﻴﻥ ﺍﻝﻤﺴﺘﻬﻠﻜﻴﻥ ﻤﻥ ﺠﻬﺔ‬
‫ﻭﺍﻝﺴﻠﻊ ﻭﺍﻝﺨﺩﻤﺎﺕ ﺍﻝﻤﻌﻠﻥ ﻋﻨﻬﺎ ﻤﻥ ﺠﻬﺔ ﺃﺨﺭﻯ)‪ ،(٩٨‬ﻭﻴﺒﺫل ﻜﺎﻓﺔ ﺍﻝﺠﻬﻭﺩ ﻝﺘﺤﻘﻴﻕ‬
‫ﻫﺫﺍ ﺍﻝﻬﺩﻑ‪ ،‬ﻓﻴﺸﺭﺡ ﻝﻬﻡ ﺍﻝﻤﺯﺍﻴﺎ ﺍﻝﺘﻲ ﺴﻴﺤﺼﻠﻭﻥ ﻋﻠﻴﻬﺎ ﻤﻥ ﻭﺭﺍﺀ ﺫﻝـﻙ ﻤﺜـل‬
‫ﺘﻤﺘﻌﻬﻡ ﺒﺨﺼﻡ ﻤﻌﻴﻥ ﺃﻭ ﺨﺩﻤﺔ ﺇﻀﺎﻓﻴﺔ ﺃﻭ ﻤﺩﺓ ﻀﻤﺎﻥ‪...‬ﺍﻝﺦ‪ ،‬ﻭﻫﻭ ﻤﺎ ﻴﺴﺎﻫﻡ ﻓﻲ‬
‫ﺘﺼﺭﻴﻑ ﺍﻝﺴﻠﻊ ﻭﺘﻨﺸﻴﻁ ﺍﻝﻁﻠﺏ ﻋﻠﻴﻬﺎ ﺒﻔﺎﻋﻠﻴﺔ ﺍﻷﻤﺭ ﺍﻝﺫﻱ ﻝﻡ ﻴﻜﻥ ﻝﻴﺤﺩﺙ ﺒﺸﻜل‬
‫ﺠﻴﺩ ﻝﻭﻻ ﻤﺴﺎﻫﻤﺔ ﺍﻹﻋﻼﻥ)‪ ،(٩٩‬ﻓﺎﻝﻬﺩﻑ ﺍﻷﺴﺎﺴﻲ ﻝﻺﻋﻼﻥ –ﻫﻨﺎ‪ -‬ﻫـﻭ ﺯﻴـﺎﺩﺓ‬
‫ﺍﻝﻤﺒﻴﻌﺎﺕ ﻤﻥ ﺨﻼل ﺍﻝﺘﺄﺜﻴﺭ ﻋﻠﻰ ﺍﻝﻤﺴﺘﻬﻠﻙ ﻭﺩﻋﻭﺘﻪ ﺇﻝﻰ ﺸﺭﺍﺀ ﺍﻝﺴﻠﻌﺔ)‪ ،(١٠٠‬ﻭﻴﺘﻡ‬
‫ﺫﻝﻙ ﻤﻥ ﺨﻼل ﺘﻘﺩﻴﻡ ﺍﻝﻤﻌﻠﻭﻤﺎﺕ ﺍﻝﻼﺯﻤﺔ ﻋﻥ ﺍﻝﺴﻠﻌﺔ ﺃﻭ ﺍﻝﺨﺩﻤﺔ ﺍﻝﻤﻌﻠـﻥ ﻋﻨﻬـﺎ‬
‫ﺒﻬﺩﻑ ﺇﻴﺠﺎﺩ ﻭﻋﻲ ﻓﻲ ﺫﻫﻥ ﺍﻝﻤﺴﺘﻬﻠﻙ ﺒﺄﻫﻤﻴﺘﻬﺎ‪ ،‬ﻭﻤﻥ ﺜﻤﺔ ﺇﺜﺎﺭﺓ ﺭﻏﺒﺔ ﺍﻝﺸـﺭﺍﺀ‬
‫ﻋﻨﺩﻩ ﻭﺘﺤﻔﻴﺯﻩ ﻋﻠﻰ ﺫﻝﻙ)‪ ،(١٠١‬ﻭﻴﺘﺭﺘﺏ ﻋﻠﻰ ﻫﺫﻩ ﺍﻝﺯﻴﺎﺩﺓ ﻓﻲ ﺍﻝﻁﻠﺏ ﻋﻠﻰ ﺍﻝﺴﻠﻊ‬
‫ﺯﻴﺎﺩﺓ ﻤﻘﺎﺒﻠﺔ ﻓﻲ ﺍﻝﻁﺎﻗﺔ ﺍﻹﻨﺘﺎﺠﻴﺔ ﻭﺫﻝﻙ ﺤﺘﻰ ﺘﺘﻡ ﺘﻠﺒﻴﺔ ﺍﺤﺘﻴﺎﺠﺎﺕ ﺍﻝﺴـﻭﻕ)‪،(١٠٢‬‬
‫ﻭﻴﺅﺩﻱ ﺫﻝﻙ ﺇﻝﻰ ﺘﺸﺠﻴﻊ ﺃﺼﺤﺎﺏ ﺭﺅﻭﺱ ﺍﻷﻤﻭﺍل ﻋﻠﻰ ﺩﺨﻭل ﻤﺠﺎﻻﺕ ﺇﻨﺘـﺎﺝ‬
‫ﺠﺩﻴﺩﺓ ﻝﻡ ﺘﻜﻥ ﻝﺘﺘﻭﻓﺭ ﺒﻨﻔﺱ ﺍﻝﺤﺠﻡ ﺒﺩﻭﻥ ﺍﻹﻋﻼﻥ‪ ،‬ﻭﺒﺎﻝﺘﺎﻝﻲ ﻓﺈﻥ ﻓﺭﺹ ﺍﻹﻨﺘﺎﺝ‬
‫ﻓﻲ ﻫﺫﻩ ﺍﻝﺤﺎﻝﺔ ﺘﻜﻭﻥ ﺃﻭﻓﺭ ﺤﻅﹰﺎ ﺒﺴﺒﺏ ﺍﻹﻋﻼﻥ)‪.(١٠٣‬‬
‫ﻴﻌﻤل ﺍﻹﻋﻼﻥ ﻋﻠﻰ ﺘﺨﻔﻴﺽ ﺍﻝﺘﻜﻠﻔﺔ ﺍﻝﻜﻠﻴﺔ ﻝﻠﺴﻠﻊ ﻭﺍﻝﺨـﺩﻤﺎﺕ‪:‬‬
‫ﻓﺒﻤﺎ ﺃﻥ ﺍﻹﻋﻼﻥ ﻴﺴﺎﻫﻡ ﻓﻲ ﺯﻴﺎﺩﺓ ﺍﻝﻁﻠﺏ ﻋﻠﻰ ﺍﻝﻤﻨﺘﺠﺎﺕ ﻤﻤﺎ ﻴﺅﺩﻱ ﺇﻝﻰ ﺯﻴـﺎﺩﺓ‬
‫ﺤﺠﻡ ﺍﻹﻨﺘﺎﺝ ﻓﺈﻥ ﺫﻝﻙ ﻴﺴﺎﻋﺩ ﻋﻠﻰ ﺍﻨﺨﻔﺎﺽ ﺍﻝﺘﻜﻠﻔﺔ ﺍﻝﻤﺎﺩﻴﺔ ﻝﻜـل ﻭﺤـﺩﺓ ﻤـﻥ‬
‫ﻭﺤﺩﺍﺕ ﺍﻹﻨﺘﺎﺝ ﻭﻫﻭ ﻤﺎ ﻴﺘﺭﺘﺏ ﻋﻠﻴﻪ ﻓﻲ ﺍﻝﻤﻘﺎﺒل ﺍﻨﺨﻔﺎﺽ ﻓﻲ ﺍﻷﺴـﻌﺎﺭ)‪،(١٠٤‬‬
‫ﻤﻤﺎ ﻴﺅﺩﻱ ﺇﻝﻰ ﺘﺨﻔﻴﻑ ﺍﻷﻋﺒﺎﺀ ﺍﻝﻤﺎﺩﻴﺔ ﻋﻠﻰ ﺍﻝﻤﺴﺘﻬﻠﻜﻴﻥ ﻓﻲ ﻜﺜﻴﺭ ﻤﻥ ﺍﻝﺴـﻠﻊ‪،‬‬
‫ﻭﺒﺎﻝﺘﺎﻝﻲ ﺘﻭﺠﻴﻪ ﺠﺯﺀ ﻤﻥ ﺇﻨﻔﺎﻗﻬﻡ ﻹﺸﺒﺎﻉ ﺤﺎﺠﺎﺕ ﺃﺨﺭﻯ‪.‬‬
‫‪Copyright © 2017.‬‬
‫‪copyright law.‬‬

‫‪-٤٠-‬‬

‫‪EBSCO Publishing : eBook Arabic Collection Trial - printed on 4/4/2020 5:45 PM via MINISTÈRE DE L''EDUCATION‬‬
‫‪NATIONALE, DE LA FORMATION PROFESSIONNELLE‬‬
‫; ‪AN: 1945112‬‬ ‫;‪.‬‬
‫‪Account: ns063387‬‬
‫‪. All rights reserved. May not be reproduced in any form without permission from the publisher, except fair uses permitted under U.S. or applicable‬‬

‫ﻴﺴﺎﻋﺩ ﺍﻹﻋﻼﻥ ﻋﻠﻰ ﺯﻴﺎﺩﺓ ﺤﺭﻴﺔ ﺍﻝﻤﺴﺘﻬﻠﻙ ﻓﻲ ﺍﻨﺘﻘﺎﺀ ﺍﻝﺴﻠﻊ‪:‬‬

‫ﻭﺫﻝﻙ ﻋﻥ ﻁﺭﻴﻕ ﺇﺘﺒﺎﻉ ﺴﻴﺎﺴﺔ ﺘﻤﻴﻴﺯ ﺍﻝﺴﻠﻊ ﺍﻝﺘﻲ ﺘﺸﺒﻊ ﺒﻌﺽ ﺭﻏﺒﺎﺕ ﺍﻝﻤﺴﺘﻬﻠﻙ‬
‫ﺍﻝﺫﻱ ﻋﺎﺩﺓ ﻤﺎ ﻴﻘﺒل ﻋﻠﻰ ﺍﻷﺼﻨﺎﻑ ﺍﻝﺘﻲ ﻴﺭﻯ ﺃﻨﻬﺎ ﺘﺘﻭﺍﻓﻕ ﻤﻊ ﺭﻏﺒﺎﺘﻪ‪ ،‬ﻭﻴﺭﻓﺽ‬
‫ﺍﻷﺼﻨﺎﻑ ﺍﻷﺨﺭﻯ‪ ،‬ﻭﻴﺯﻴﺩ ﻫﺫﺍ ﺒﺎﻝﻁﺒﻊ ﻤﻥ ﺩﺭﺠﺔ ﺍﻝﻤﻨﺎﻓﺴﺔ ﻑ ﺒﺘﻤﻴﻴﺯ ﺍﻝﺴﻠﻊ ﺒﻤﺎ‬
‫ﻴﺴﺎﻫﻡ ﻓﻲ ﺍﻝﻤﺩﻯ ﺍﻝﻁﻭﻴل ﻋﻠﻰ ﺘﺤﺴﻴﻨﻬﺎ)‪ ،(١٠٥‬ﻓﻺﻋﻼﻥ ﻫﻨﺎ ﺒﻤـﺎ ﻴﻘﺩﻤـﻪ ﻤـﻥ‬
‫ﻤﻌﻠﻭﻤﺎﺕ ﻋﻤﺎ ﻫﻭ ﻤﺘﻭﺍﻓﺭ ﻓﻲ ﺍﻷﺴﻭﺍﻕ ﻤـﻥ ﺴـﻠﻊ ﻤﺨﺘﻠﻔـﺔ ﺫﺍﺕ ﺨﺼـﺎﺌﺹ‬
‫ﻭﺃﻏﺭﺍﺽ ﻤﺘﻌﺩﺩﺓ ﻓﺈﻥ ﻴﻀﻊ ﺍﻝﻤﺴﺘﻬﻠﻙ ﺃﻤﺎﻡ ﺍﺨﺘﻴـﺎﺭﺍﺕ ﺘﺘـﻴﺢ ﻝـﻪ ﺍﻝﻤﻘﺎﺭﻨـﺔ‬
‫ﻭﺍﻝﻤﻔﺎﻀﻠﺔ ﻭﻓﻘﹰﺎ ﻻﻋﺘﺒﺎﺭﺍﺕ ﻴﺤﺩﺩﻫﺎ ﺒﻨﻔﺴﻪ‪ ،‬ﻓﺈﻥ ﻤﺴـﺎﺤﺔ ﺍﻝﺤﺭﻴـﺔ ﺍﻝﻤﺘـﻭﻓﺭﺓ‬
‫ﻝﻠﻤﺴﺘﻬﻠﻙ ﻝﻼﻨﺘﻘﺎﺀ ﺘﻜﻭﻥ ﺃﻜﺜﺭ ﺍﺘﺴﺎﻋﹰﺎ ﻓﻲ ﻅل ﺍﻹﻋﻼﻥ‪.‬‬

‫ﻴﺴﺎﻫﻡ ﺍﻹﻋﻼﻥ ﻓﻲ ﺯﻴﺎﺩﺓ ﺍﻝﺩﺨل ﺍﻝﻘﻭﻤﻲ ﻭﺍﻝﻔﺭﺩﻱ‪ :‬ﻓﻜﻠﻤـﺎ ﺯﺍﺩ‬

‫ﺍﻹﻨﻔﺎﻕ ﻋﻠﻰ ﺍﻹﻋﻼﻥ ﺒﻁﺭﻴﻘﺔ ﺍﻗﺘﺼﺎﺩﻴﺔ ﺴﺎﻫﻡ ﺫﻝﻙ ﻓﻲ ﺯﻴﺎﺩﺓ ﺍﺴﺘﻬﻼﻙ ﺍﻝﺴـﻠﻊ‬
‫ﻭﺍﻝﺨﺩﻤﺎﺕ ﺍﻝﻤﻌﻠﻥ ﻋﻨﻬﺎ‪ ،‬ﻭﻴﻨﺘﺞ ﻋﻥ ﺯﻴﺎﺩﺓ ﺍﻻﺴﺘﻬﻼﻙ ﻫﺫﻩ ﺯﻴﺎﺩﺓ ﻓـﻲ ﺍﻹﻨﺘـﺎﺝ‬
‫ﻝﺘﻠﺒﻴﺔ ﺤﺎﺠﺎﺕ ﺍﻝﻤﺴﺘﻬﻠﻜﻴﻥ‪ ،‬ﻭﻫﻭ ﻤﺎ ﻴﺴﺎﻫﻡ ﻓﻲ ﺘﺤﻘﻴﻕ ﺯﻴﺎﺩﺓ ﻓﻲ ﺍﻝﺩﺨل ﺍﻝﻘـﻭﻤﻲ‬
‫ﺍﻝﺫﻱ ﻴﻨﻌﻜﺱ ﺒﺩﻭﺭﻩ ﻋﻠﻰ ﺘﺤﺴﻴﻥ ﺩﺨﻭل ﺍﻷﻓﺭﺍﺩ)‪ ،(١٠٦‬ﻭﻤﻥ ﻨﺎﺤﻴﺔ ﺃﺨﺭﻯ ﻓـﺈﻥ‬
‫ﻫﺫﻩ ﺍﻝﻁﻔﺭﺓ ﻓﻲ ﺤﺠﻡ ﺍﻹﻨﺘﺎﺝ ﻴﺘﺭﺘﺏ ﻋﻠﻴﻬﺎ ﺘﺤﻘﻴﻕ ﺍﻝﻤﺯﻴﺩ ﻤﻥ ﺍﻷﺭﺒﺎﺡ‪ ،‬ﻭﻫﻭ ﻤﺎ‬
‫ﻴﺩﻓﻊ ﺍﻝﻤﻨﺘﺠﻴﻥ ﺇﻝﻰ ﺘﻁﻭﻴﺭ ﺇﻨﺘـﺎﺠﻬﻡ ﻭﺍﺴـﺘﺜﻤﺎﺭ ﺃﻤـﻭﺍﻝﻬﻡ ﻓـﻲ ﻤﺸـﺭﻭﻋﺎﺕ‬
‫ﺃﺨﺭﻯ‪،‬ﻭﻜل ﺫﻝﻙ ﻴﺴﺎﻫﻡ ﻓﻲ ﺍﻝﺭﻓﻊ ﻤﻥ ﻤﺴﺘﻭﻯ ﺍﻝﺩﺨل ﺍﻝﻘﻭﻤﻲ ﻭﺍﻝﻔـﺭﺩﻱ ﻋﻠـﻰ‬
‫ﺍﻝﺴﻭﺍﺀ)‪.(١٠٧‬‬
‫ﻴﺴﺎﻫﻡ ﺍﻹﻋﻼﻥ ﻓﻲ ﺍﻝﻤﺤﺎﻓﻅﺔ ﻋﻠﻰ ﺍﻝﻤﻭﺍﺭﺩ‪ :‬ﻓﻔﻲ ﺃﻭﻗﺎﺕ ﺍﻷﺯﻤﺎﺕ‬
‫ﺍﻻﻗﺘﺼﺎﺩﻴﺔ ﻭﻋﻨﺩﻤﺎ ﻴﻤﺭ ﺍﻝﻤﺠﺘﻤﻊ ﺒﺤﺎﻝﺔ ﻤﻥ ﺍﻝﻨﺩﺭﺓ ﻭﺍﻝﺘﻀـﺨﻡ ﻭﺍﻝﻜﺴـﺎﺩ ﻓـﺈﻥ‬
‫ﻻ ﻤﻥ ﺃﻥ ﻴﺤﺙ‬
‫ﺍﻹﻋﻼﻥ ﻓﻲ ﻫﺫﺍ ﺍﻝﻭﻗﺕ ﻴﻘﻭﻡ ﺒﺘﺸﺠﻴﻊ ﺍﻝﻤﺤﺎﻓﻅﺔ ﻋﻠﻰ ﺍﻝﻤﻭﺍﺭﺩ ﺒﺩ ﹰ‬
‫ﻋﻠﻰ ﺍﻻﺴﺘﻬﻼﻙ ﺍﻝﺯﺍﺌﺩ‪ ،‬ﻭﻴﻤﺎﺭﺱ ﺍﻹﻋﻼﻥ ﻓﻲ ﻫﺫﻩ ﺍﻝﺤﺎﻝﺔ ﺩﻭﺭﹰﺍ ﺇﺭﺸﺎﺩﻴﹰﺎ ﻝﺘﻭﺠﻴﻪ‬
‫‪Copyright © 2017.‬‬
‫‪copyright law.‬‬

‫‪-٤١-‬‬

‫‪EBSCO Publishing : eBook Arabic Collection Trial - printed on 4/4/2020 5:45 PM via MINISTÈRE DE L''EDUCATION‬‬
‫‪NATIONALE, DE LA FORMATION PROFESSIONNELLE‬‬
‫; ‪AN: 1945112‬‬ ‫;‪.‬‬
‫‪Account: ns063387‬‬
‫‪. All rights reserved. May not be reproduced in any form without permission from the publisher, except fair uses permitted under U.S. or applicable‬‬

‫ﺴﻠﻭﻜﻴﺎﺕ ﺍﻝﻤﺠﺘﻤﻊ ﺍﻹﻨﻔﺎﻗﻴﺔ ﺒﻤﺎ ﻴﺘﻔﻕ ﻭﻁﺒﻴﻌﺔ ﺍﻝﻤﺭﺤﻠﺔ‪ ،‬ﻓﻬﻭ ﻴﺩﻋﻭﻫﻡ‪-‬ﻤﺜﻼ‪-‬ﺇﻝﻰ‬

‫ﺍﻻﺴﺘﻐﻨﺎﺀ ﻋﻥ ﻉ ﻤﻥ ﺍﻝﺴﻠﻊ ﻏﻴﺭ ﺍﻝﻀﺭﻭﺭﻴﺔ‪ ،‬ﻭﺃﻤﺎﻤﻨﺎ ﺘﺠﺭﺒﺔ ﺤﻴﺔ ﺘﻌﻜﺱ ﻫـﺫﻩ‬
‫ﺍﻝﻭﻅﻴﻔﺔ ﻝﻺﻋﻼﻥ‪ ،‬ﻓﻔﻲ ﺴﻨﻭﺍﺕ ﺍﻝﺤﺼﺎﺭ ﺍﻝﺩﻭﻝﻲ ﻋﻠﻰ ﻝﻴﺒﻴﺎ ﻭﻤﺎ ﺘﺭﺘﺏ ﻋﻥ ﺫﻝﻙ‬
‫ﻤﻥ ﺍﺭﺘﻔﺎﻉ ﻜﺒﻴﺭ ﻓﻲ ﺍﻷﺴﻌﺎﺭ ﻭﺘﺭﺍﺠﻊ ﻝﻘﻴﻤﺔ ﺍﻝﺩﻴﻨﺎﺭ ﺍﻝﻠﻴﺒـﻲ ﺃﻤـﺎﻡ ﺍﻝﻌﻤـﻼﺕ‬
‫ﺍﻷﺨﺭﻯ ﺒﻨﺴﺏ ﻋﺎﻝﻴﺔ‪ ،‬ﻭﺍﻨﺨﻔﺎﺽ ﺍﻝﻤﻭﺍﺯﻨﺔ ﺍﻻﺴﺘﻴﺭﺍﺩﻴﺔ ﻝﻜﺜﻴﺭ ﻤـﻥ ﺍﻝﻘﻁﺎﻋـﺎﺕ‬
‫ﺒﺸﻜل ﻤﻠﺤﻭﻅ‪-‬ﻋﻤل ﻗﺴﻡ"ﺍﻹﻋﻼﻥ ﺍﻹﺭﺸﺎﺩﻱ" ﺒﺎﻹﺫﺍﻋﺔ ﺍﻝﻤﺭﺌﻴﺔ ﻓﻲ ﻫـﺫﺍ ﺍﻝﺒﻠـﺩ‬
‫ﻋﻠﻰ ﺘﻜﺭﺍﺭ ﺒﺙ ﺇﻋﻼﻨﺎﺕ ﺇﻝﻰ ﺍﻻﻋﺘﻤﺎﺩ ﻋﻠﻰ ﺍﻝﺒﻴﺌﺔ ﺍﻝﻤﺤﻠﻴﺔ ﻓـﻲ ﺍﻻﺴـﺘﻬﻼﻙ‪،‬‬
‫ﻼ ﻋﻥ‬
‫ﻭﻜﻤﺜﺎل ﻋﻠﻰ ﺫﻝﻙ ﺍﻹﻋﻼﻥ ﺍﻝﺫﻱ ﻴﺩﻋﻭ ﺇﻝﻰ ﺍﺴﺘﻬﻼﻙ ﺍﻝﺘﻤﻭﺭ ﺍﻝﻤﺤﻠﻴﺔ ﻜﺒﺩﻴ ﹰ‬
‫"ﺍﻝﺸﻴﻜﻭﻻﺘﺔ" ﺤﻴﺙ ﻴﺸﻴﺩ ﺍﻹﻋﻼﻥ ﺒﻔﻭﺍﺌﺩ ﺍﻝﺘﻤﻭﺭ ﺍﻝﺼﺤﻴﺔ ﻝﺠﺴﻡ ﺍﻹﻨﺴﺎﻥ‪ ،‬ﻭﻴﺤﺫﺭ‬
‫ﻤﻥ ﺍﻷﻀﺭﺍﺭ ﺍﻝﻨﺎﺘﺠﺔ ﻋﻥ ﺘﻨﺎﻭل"ﺍﻝﺸﻴﻜﻭﻻﺘﺔ"‪ ،‬ﻭﻓﻲ ﺫﻝﻙ ﺩﻋﻭﺓ ﻏﻴـﺭ ﻤﺒﺎﺸـﺭﺓ‬
‫ﻝﻠﻤﺤﺎﻓﻅﺔ ﻋﻠﻰ ﺃﺸﺠﺎﺭ ﺍﻝﻨﺨﻴل ﻭﺍﻻﻋﺘﻨﺎﺀ ﺒﻬﺎ‪.‬‬
‫ﻴﺴﺎﻫﻡ ﺍﻹﻋﻼﻥ ﻓﻲ ﺘﻘﺩﻴﻡ ﺍﻝﺴـﻠﻊ ﻭﺍﻝﻤﺎﺭﻜـﺎﺕ ﺍﻝﺠﺩﻴـﺩﺓ ﻓـﻲ‬
‫ﺍﻷﺴﻭﺍﻕ‪ :‬ﻓﻨﻅﺭﹰﺍ ﻻﺯﺩﻴﺎﺩ ﺸﺩﺓ ﺍﻝﻤﻨﺎﻓﺴﺔ ﺒﻴﻥ ﺍﻝﺴﻠﻊ ﻭﻋﺩﻡ ﻓﺎﻋﻠﻴﺔ ﺍﻻﻜﺘﻔﺎﺀ ﻋﻠﻰ‬
‫ﺍﻝﺘﻌﺎﻤل ﻤﻊ ﻤﻨﺎﻓﺫ ﺍﻝﺘﻭﺯﻴﻊ ﻓﻘﻁ ﻓﺈﻨﻪ ﻴﺼﻴﺭ ﻤﻥ ﺍﻝﺼﻌﺏ ﻓﻲ ﺍﻝﻭﻗﺕ ﺍﻝﺤﺎﻝﻲ ﻀﺦ‬
‫ﺴﻠﻊ ﺠﺩﻴﺩﺓ ﻏﻴﺭ ﻤﻌﺭﻭﻓﺔ ﻝﻸﺴﻭﺍﻕ –ﺨﺎﺼﺔ ﺇﺫﺍ ﺘﻌﻠﻕ ﺍﻷﻤﺭ ﺒﺴﻠﻌﺔ ﺍﺴﺘﻬﻼﻜﻴﺔ‪-‬‬
‫ﻤﺎ ﻝﻡ ﻴﺘﻡ ﺍﻻﻋﺘﻤﺎﺩ ﻓﻲ ﺫﻝﻙ ﻋﻠﻰ ﺍﻹﻋﻼﻥ ﺒﺄﺴﺎﻝﻴﺒﻪ ﻭﺃﺸﻜﺎﻝﻪ ﻭﻭﺴﺎﺌﻠﻪ ﻭﻤﺩﺍﺨﻠـﻪ‬
‫ﺍﻝﻤﺨﺘﻠﻔﺔ ﻭﺍﻝﻤﺘﻌﺩﺩﺓ ﻓﻲ ﻤﺨﺎﻁﺒﺔ ﺍﻝﻤﺴﺘﻬﻠﻙ ﺍﻝﻨﻬﺎﺌﻲ)‪.(١٠٨‬‬
‫ﻴﺴﺎﻫﻡ ﺍﻹﻋﻼﻥ ﻓﻲ ﺍﻝﻨﻬﻭﺽ ﺒﺎﻝﻁﺎﺒﻊ ﺍﻝﺨﻠﻘﻲ ﺍﻝﻌﺎﻡ ﻝﻠﻤﺠﺘﻤـﻊ‪:‬‬
‫ﻭﻴﺒﺩﻭ ﺫﻝﻙ ﺃﻜﺜﺭ ﻭﻀﻭﺤﺎﹰ ﻓﻲ ﺍﻹﻋﻼﻨﺎﺕ ﺍﻝﻤﻨﺸﻭﺭﺓ ﻓﻲ ﺍﻝﺼـﺤﻑ‪ ،‬ﻓﺎﻝﻤﺴـﺘﻭﻯ‬
‫ﺍﻝﺭﻓﻴﻊ ﻝﻺﻋﻼﻥ ﺍﻝﻤﻨﺸﻭﺭ ﻓﻲ ﻫﺫﻩ ﺍﻝﻭﺴﻴﻠﺔ ﻴﻤﺜل ﺇﺴﻬﺎﻤﹰﺎ ﻓﻲ ﺨﻠﻕ ﺠـﻭ ﺨﻠﻘـﻲ‬
‫ﺴﻠﻴﻡ)‪ ،(١٠٩‬ﻤﻥ ﺠﺎﻨﺏ ﺁﺨﺭ ﻓﺈﻥ ﺍﻹﻋﻼﻥ ﺼﺎﺭ ﻴﺅﺩﻱ ﺩﻭﺭﹰﺍ ﺇﺭﺸﺎﺩﻴﹰﺎ ﻋﻠﻰ ﺍﻝﺼﻌﻴﺩ‬
‫ﺍﻻﺠﺘﻤﺎﻋﻲ‪ ،‬ﺤﻴﺙ ﻴﻘﺩﻡ ﺃﻓﻜﺎﺭ ﻋﻥ ﺍﻷﺨﻼﻗﻴﺎﺕ ﻭﺍﻝﺴﻠﻭﻙ ﺨﺎﺼﺔ ﺒﻌﺩ ﺘﺭﺍﺠﻊ ﺩﻭﺭ‬
‫‪Copyright © 2017.‬‬
‫‪copyright law.‬‬

‫‪-٤٢-‬‬

‫‪EBSCO Publishing : eBook Arabic Collection Trial - printed on 4/4/2020 5:45 PM via MINISTÈRE DE L''EDUCATION‬‬
‫‪NATIONALE, DE LA FORMATION PROFESSIONNELLE‬‬
‫; ‪AN: 1945112‬‬ ‫;‪.‬‬
‫‪Account: ns063387‬‬
‫‪. All rights reserved. May not be reproduced in any form without permission from the publisher, except fair uses permitted under U.S. or applicable‬‬

‫ﺍﻝﻌﺎﺌﻠﺔ ﻭﺍﻝﻤﺅﺴﺴﺎﺕ ﺍﻝﺘﻌﻠﻴﻤﻴﺔ ﻭﺍﻝﺩﻴﻨﻴﺔ ﻜﻤﺅﺴﺴﺎﺕ ﺍﺠﺘﻤﺎﻋﻴﺔ ]ﻭﻴﻅﻬﺭ ﺫﻝﻙ ﺃﻜﺜﺭ‬

‫ﻭﻀﻭﺤﹰﺎ ﻓﻲ ﺍﻝﻤﺠﺘﻤﻌﺎﺕ ﺍﻝﻐﺭﺒﻴﺔ[ ﺒﻌﺩ ﺃﻥ ﺃﺼﺒﺤﺕ ﺍﻝﺤﻴﺎﺓ ﺃﻜﺜﺭ ﺘﻌﻘﻴﺩﹰﺍ)‪ ،(١١٠‬ﻭﻫﻭ‬
‫ﻤﺎ ﻴﺅﻜﺩ ﺃﻥ ﺍﻹﻋﻼﻥ ﺼﺎﺭ ﻗﻭﺓ ﻫﺎﺌﻠﺔ ﻓﻲ ﻤﺠﺘﻤﻌﺎﺘﻨﺎ‪ ،‬ﻭﺭﺒﻤﺎ ﻜﺎﻥ ﻝﻪ ﺘﺄﺜﻴﺭ ﺃﻜﺒﺭ‬
‫ﺤﻴﺎﺘﻨﺎ ﻤﻥ ﺃﻱ ﺭﺴﺎﺌل ﺃﺨﺭﻯ ﺘﺒﺜﻬﺎ ﻭﺴﺎﺌل ﺍﻹﻋﻼﻡ)‪ ،(١١١‬ﺍﻷﻤﺭ ﺍﻝﺫﻱ ﻴﺠﻌﻠﻪ ﺃﺤﺩ‬
‫ﺃﺩﻭﺍﺕ ﺍﻝﻀﺒﻁ ﺍﻻﺠﺘﻤﺎﻋﻲ ﺍﻝﺘﻲ ﺘﻌﻜﺱ ﻤﺎ ﻫﻭ ﺴﺎﺌﺩ ﻤـﻥ ﻗـﻴﻡ ﻓـﻲ ﻤﺠﺘﻤـﻊ‬
‫ﻤﻌﻴﻥ)‪ ،(١١٢‬ﺃﻭ ﺃﺩﺍﺓ ﻝﺘﻐﻴﻴﺭ ﻗﻴﻡ ﺍﺠﺘﻤﺎﻋﻴﺔ ﻤﻌﻴﻨﺔ)‪ ،(١١٣‬ﻭﻓﻲ ﺍﻝﻭﺍﻗﻊ ﻓﺈﻥ ﻫﺫﺍ ﺍﻝﺩﻭﺭ‬
‫ﻝﻺﻋﻼﻥ ﻻ ﻴﻤﻜﻥ ﺃﻥ ﻴﺅﺩﻱ ﺒﺸﻜل ﻤﻨﺎﺴﺏ ﺇﻻ ﺇﺫﺍ ﺘﻡ ﻭﻀﻊ ﻋﺩﺩ ﻤﻥ ﺍﻝﻀـﻭﺍﺒﻁ‬
‫ﻭﺍﻝﻤﻌﺎﻴﻴﺭ ﺍﻷﺨﻼﻗﻴﺔ ﺍﻝﺘﻲ ﻴﻨﺒﻐﻲ ﺃﻥ ﻴﻤﺎﺭﺱ ﺍﻹﻋﻼﻥ ﻋﻠﻰ ﺃﺴﺎﺴﻬﺎ ﺒﺤﻴﺙ ﺘﻜﻭﻥ‬
‫ﺍﻹﻋﻼﻨﺎﺕ ﻤﺘﻔﻘﺔ ﻤﻊ ﺍﻝﺴﻠﻭﻙ ﻭﺍﻝﻘﻴﻡ ﻭﺍﻻﺘﺠﺎﻫﺎﺕ ﺍﻹﻴﺠﺎﺒﻴﺔ ﺍﻝﺴﺎﺌﺩﺓ ﻓﻲ ﺍﻝﻤﺠﺘﻤﻊ‬
‫ﻭﻻ ﺘﺘﻌﺎﺭﺽ ﻤﻌﻬﺎ)‪.(١١٤‬‬
‫ﻓﻜﻤـﺎ ﺴـﺒﻕ‬ ‫ﻴﺴﺎﻋﺩ ﺍﻹﻋﻼﻥ ﻓﻲ ﺨﻠﻕ ﻓﺭﺹ ﻋﻤل ﺠﺩﻴﺩﺓ)‪:(١١٥‬‬
‫ﻭﺘﻤﺕ ﺍﻹﺸﺎﺭﺓ ﻓﺈﻥ ﺍﻹﻋﻼﻥ ﻴﺴﺎﻫﻡ ﻓﻲ ﺯﻴﺎﺩﺓ ﺍﻝﻁﻠﺏ ﻋﻠﻰ ﺍﻝﺴـﻠﻊ ﻭﺍﻝﺨـﺩﻤﺎﺕ‬
‫ﺍﻷﻤﺭ ﺍﻝﺫﻱ ﻴﺘﺭﺘﺏ ﻋﻠﻴﻪ ﺯﻴﺎﺩﺓ ﺤﺠﻡ ﺍﻹﻨﺘﺎﺝ‪ ،‬ﻭﺒﺎﻝﺘﺎﻝﻲ ﺘﺤﻘﻴـﻕ ﺍﻝﻤﺯﻴـﺩ ﻤـﻥ‬
‫ﺍﻷﺭﺒﺎﺡ ﺒﻤﺎ ﻴﺸﺠﻊ ﻋﻠﻰ ﺍﻝﺘﻭﺴﻊ ﻓﻲ ﺍﺴﺘﺜﻤﺎﺭﺍﺕ ﺠﺩﻴﺩﺓ‪ ،‬ﻭﻤﻥ ﺜﻡ ﺨﻠـﻕ ﻓـﺭﺹ‬
‫ﻋﻤل ﻝﻡ ﺘﻜﻥ ﻤﺘﺎﺤﺔ ﻤﻥ ﻗﺒل‪،‬ﻭﻫﻭ ﻤﺎ ﻴﺅﺩﻱ ﺇﻝﻰ ﺍﻝﻤﺴﺎﻫﻤﺔ ﻓﻲ ﺍﻝﺤﺩ ﻤﻥ ﺍﻝﺒﻁﺎﻝﺔ‪،‬‬
‫ﻭﺘﻭﻓﻴﺭ ﺍﻝﻌﻤل ﻝﻤﺤﺘﺎﺠﻴﻪ‪.‬‬
‫ﻴﺴﺎﻋﺩ ﺍﻹﻋﻼﻥ ﻋﻠﻰ ﺘﻨﻤﻴﺔ ﺭﻭﺡ ﺍﻝﺩﻋﺎﻴﺔ ﻓﻲ ﺍﻝﺤﻴﺎﺓ ﺍﻝﻴﻭﻤﻴـﺔ‪:‬‬
‫ﻓﻔﻲ ﺩﺭﺍﺴﺔ ﺃﺠﺭﻴﺕ ﻋﻠﻰ ﻤﺸﺎﻫﺩﻱ ﺍﻝﺘﻠﻴﻔﺯﻴﻭﻥ ﻓﻲ ﺃﻤﺭﻴﻜﺎ ﺃﻜﺩ ﻫﺅﻻﺀ ﺃﻥ ﺍﻹﻋﻼﻥ‬
‫ﻴﺭﻓﻪ ﻋﻨﻬﻡ)‪ ،(١١٦‬ﺤﻴﺙ ﻴﻘﺒل ﺍﻝﺠﻤﻬﻭﺭ ﻋﻠﻰ ﺍﻹﻋﻼﻥ –ﺃﺤﻴﺎﻨﹰﺎ‪ -‬ﺒﻬـﺩﻑ ﺇﺸـﺒﺎﻉ‬
‫ﺭﻏﺒﺘﻪ ﻓﻲ ﺍﻝﺘﺴﻠﻴﺔ ﻭﺍﻝﺘﺭﻓﻴﻪ‪ ،‬ﻭﻴﻘﻭﻡ ﺍﻹﻋﻼﻥ ﺒﻬﺫﻩ ﺍﻝﻭﻅﻴﻔﺔ ﻤﻥ ﺨﻼل ﺍﻝﻘﻭﺍﻝـﺏ‬
‫ﺍﻝﻔﻨﻴﺔ ﺍﻝﻤﺘﻨﻭﻋﺔ ﻤﺴﺘﺨﺩﻤﹰﺎ ﺍﻻﺴﺘﻤﺎﻻﺕ ﺍﻝﻌﺎﻁﻔﻴﺔ ﺍﻝﻤﺨﺘﻠﻔﺔ)‪ ،(١١٧‬ﺤﻴـﺙ ﻴﺘﻀـﻤﻥ‬
‫ﺍﻹﻋﻼﻥ ﻋﺎﺩﺓ ﺨﻠﻔﻴﺎﺕ ﺴﺎﺭﺓ ﻭﻤﻭﺍﻗﻑ ﻤﺴﻠﻴﺔ ﻭﺘﺭﻓﻴﻬﻴﺔ ﻓﻲ ﺸﻜل ﻴﺘﺴـﻡ ﺒـﺭﻭﺡ‬
‫‪Copyright © 2017.‬‬
‫‪copyright law.‬‬

‫‪-٤٣-‬‬

‫‪EBSCO Publishing : eBook Arabic Collection Trial - printed on 4/4/2020 5:45 PM via MINISTÈRE DE L''EDUCATION‬‬
‫‪NATIONALE, DE LA FORMATION PROFESSIONNELLE‬‬
‫; ‪AN: 1945112‬‬ ‫;‪.‬‬
‫‪Account: ns063387‬‬
‫‪. All rights reserved. May not be reproduced in any form without permission from the publisher, except fair uses permitted under U.S. or applicable‬‬

‫ﺍﻝﺩﻋﺎﺒﺔ ﻭﺍﻝﻔﻜﺎﻫﺔ ﻭﻴﺤﻭﻱ ﻤﺸﺎﻫﺩ ﺠﻤﺎﻝﻴﺔ‪ ،‬ﻭﺫﻝﻙ ﻜﻠﻪ ﺒﻬﺩﻑ ﺸﺩ ﺍﻨﺘﺒﺎﻩ ﺍﻝﺠﻤﻬـﻭﺭ‬
‫ﺍﻝﻤﺴﺘﻬﺩﻑ ﻤﻥ ﺍﻝﺭﺴﺎﻝﺔ ﺍﻹﻋﻼﻨﻴﺔ)‪ ،(١١٨‬ﻭﻝﻌل ﺫﻝﻙ ﻫﻭ ﺍﻝﺫﻱ ﺠﻌل ﺒﻌﺽ ﺃﺴﺎﺘﺫﺓ‬
‫ﺍﻹﻋﻼﻡ ﻴﺭﻭﻥ ﺃﻥ ﺍﻹﻋﻼﻨﺎﺕ ﻤﺎ ﻫﻲ ﺇﻻ ﺃﺨﺒﺎﺭ ﺴﻌﻴﺩﺓ‪ ،‬ﻭﺃﻨﻬﺎ ﺒﺎﻝﺘـﺎﻝﻲ ﺘﺤﻔـﻅ‬
‫ﺍﻝﺘﻭﺍﺯﻥ ﻓﻲ ﻭﺴﺎﺌل ﺍﻹﻋﻼﻡ ﺍﻝﺘﻲ ﺘﻨﺸﺭ ﺃﺨﺒﺎﺭ ﺍﻝﻘﺘل ﻭﺍﻝـﺯﻻﺯل ﻭﺍﻝﻔﻴﻀـﺎﻨﺎﺕ‬
‫ﻭﻏﻴﺭﻫﺎ ﻤﻥ ﺍﻝﻜﻭﺍﺭﺙ)‪.(١١٩‬‬
‫ﻴﺅﺩﻱ ﺍﻹﻋﻼﻥ ﻭﻅﻴﻔﺔ ﺍﻝﻤﻤﻭل ﺍﻷﻜﺒﺭ ﻝﻭﺴﺎﺌل ﺍﻹﻋﻼﻡ‪ :‬ﻓﻬﻭ ﻴﺘﻴﺢ‬
‫ﻼ ﻭﻓﻴﺭﹰﺍ ﻴﻤﻜﻥ ﺍﻝﻘﺎﺌﻤﻴﻥ ﻋﻠﻴﻬﺎ ﻤﻥ ﺨﻔﺽ ﻜﻠﻔﺔ ﺘﻠﻙ ﺍﻝﻭﺴـﺎﺌل –ﺨﺎﺼـﺔ‬
‫ﻝﻬﺎ ﺩﺨ ﹰ‬
‫ﺍﻝﺼﺤﺎﻓﺔ‪ -‬ﻭﺘﻭﻓﻴﺭﻫﺎ ﺒﺄﺴﻌﺎﺭ ﺯﻫﻴﺩﺓ ﻝﻠﺠﻤﻬﻭﺭ‪ ،‬ﻭﻝﻭﻻ ﺍﻹﻋﻼﻥ ﻝﻜﺎﻥ ﺴﻌﺭ ﺒﻴـﻊ‬
‫ﺍﻝﺼﺤﻑ ﻝﻠﻘﺭﺍﺀ ﺃﻋﻠﻰ ﺒﻜﺜﻴﺭ ﻤﻤﺎ ﻫﻭ ﻋﻠﻴﻪ‪ ،‬ﻭﺫﻝـﻙ ﺒﺴـﺒﺏ ﺍﻝﺘﻜﻠﻔـﺔ ﺍﻝﺒﺎﻫﻅـﺔ‬
‫ﻝﻠﺼﺤﻑ)‪ ،(١٢٠‬ﻭﺍﻹﻋﻼﻥ ﻤﻥ ﻫﺫﺍ ﺍﻝﻤﻨﻁﻠﻕ ﻴﻭﻁﺩ ﺍﻻﺴﺘﻘﻼﻝﻴﺔ ﻝﻭﺴﺎﺌل ﺍﻹﻋـﻼﻡ‬
‫ﻭﻴﻭﻓﺭ ﻝﻬﺎ ﺍﻷﻤﺎﻥ ﺍﻻﻗﺘﺼﺎﺩﻱ‪ ،‬ﻭﻴﻤﻜﻨﻬﺎ ﻤﻥ ﺘﺤﺩﻱ ﺍﻝﻀﻐﻭﻁ ﺍﻝﺘﻲ ﻗﺩ ﺘﺘﺄﺘﻰ ﻤﻥ‬
‫ﻤﺼﻠﺤﺔ ﺍﻗﺘﺼﺎﺩﻴﺔ ﺒﻌﻴﻨﻬﺎ‪ ،‬ﺃﻭ ﺘﻔﺭﻀﻬﺎ ﺍﻝﺴﻠﻁﺎﺕ ﺍﻝﺴﻴﺎﺴﻴﺔ ﻭﺫﻝﻙ ﺒﺎﻝﻨﻅﺭ ﺇﻝﻰ ﺃﻥ‬
‫ﺩﺨل ﺍﻹﻋﻼﻨﺎﺕ ﻓﻲ ﻭﺴﺎﺌل ﺍﻹﻋﻼﻡ ﻴﺄﺘﻲ ﻤﻥ ﻤﺼﺎﺩﺭ ﻤﺘﻌﺩﺩﺓ)‪.(١٢١‬‬
‫ﻴﺴﺎﻫﻡ ﺍﻹﻋﻼﻥ ﻓﻲ ﺘـﺭﻭﻴﺞ ﺍﻝﻤﺒـﺎﺩﺉ ﻭﺍﻷﻓﻜـﺎﺭ ﺍﻝﺴﻴﺎﺴـﻴﺔ‬
‫ﻭﺍﻻﺠﺘﻤﺎﻋﻴﺔ ﺒﻴﻥ ﺃﻓﺭﺍﺩ ﺍﻝﻤﺠﺘﻤﻊ‪ :‬ﻭﻤﻥ ﺃﻤﺜﻠﺔ ﺫﻝﻙ ﺍﻝﺤﻤـﻼﺕ ﺍﻹﻋﻼﻨﻴـﺔ‬
‫ﺍﻝﻤﺭﺘﺒﻁﺔ ﺒﺘﻨﻤﻴﺔ ﺤﺏ ﺍﻝﻭﻁﻥ‪ ،‬ﻭﺍﻻﻨﺘﻤﺎﺀ ﻝﻠﻌﺭﻭﺒﺔ‪ ،‬ﻭﺤﻤﻼﺕ ﺍﻝﺘﻁﻭﻉ ﻭﺍﻝﺘﺒـﺭﻉ‬
‫ﺍﻝﺨﻴﺭﻱ‪ ،‬ﻭﺍﻹﻋﻼﻨﺎﺕ ﺍﻝﻤﺘﻌﻠﻘﺔ ﺒﺎﻝﻤﺸﺎﺭﻜﺔ ﻓﻲ ﺤﻤﻼﺕ ﺍﻝﻨﻅﺎﻓـﺔ‪ ،‬ﻭﺍﻹﻋﻼﻨـﺎﺕ‬
‫ﺍﻝﺨﺎﺼﺔ ﺒﺈﺼﺩﺍﺭﺍﺕ ﺍﻝﻜﺘﺏ ﻭﺍﻝﻤﺠﻼﺕ ﺍﻝﺴﻴﺎﺴﻴﺔ ﻭﺍﻻﺠﺘﻤﺎﻋﻴﺔ)‪ ،(١٢٢‬ﻭﻴـﺩﺨل ﻱ‬
‫ﻫﺫﺍ ﺍﻹﻁﺎﺭ ﺃﻴﻀﹰﺎ ﺍﻹﻋﻼﻨﺎﺕ ﺍﻝﺘﻲ ﺘﺤﺙ ﻋﻠﻰ ﺍﻝﻤﺸﺎﺭﻜﺔ ﺍﻝﺴﻴﺎﺴﻴﺔ‪ ،‬ﺃﻭ ﺘﻠﻙ ﺍﻝﺘﻲ‬
‫ﺘﺭﻭﺝ ﻷﻓﻜﺎﺭ ﺴﻴﺎﺴﻴﺔ ﻤﺤﺩﺩﺓ‪ ،‬ﺃﻭ ﻤﺒﺎﺩﺉ ﺍﺠﺘﻤﺎﻋﻴﺔ ﻤﻌﻴﻨـﺔ‪ ،‬ﻜﺘﺤﺩﻴـﺩ ﺍﻝﻨﺴـل‪،‬‬
‫ﻭﺍﻝﺘﻜﺎﻓل ﺍﻻﺠﺘﻤﺎﻋﻲ ﺒﻴﻥ ﺃﻓﺭﺍﺩ ﺍﻝﻤﺠﺘﻤـﻊ‪ ،‬ﻭﺩﻋـﻡ ﺍﻝﻤﺸـﺭﻭﻋﺎﺕ ﺍﻝﺨﻴﺭﻴـﺔ‪،‬‬
‫ﻭﺍﻹﻋﻼﻨﺎﺕ ﺍﻝﻤﺘﻌﻠﻘﺔ ﺒﺎﻝﺩﻋﻭﺓ ﻝﻠﻤﺴﺎﻫﻤﺔ ﻓﻲ ﺤﻤﻼﺕ ﺍﻝﺘﺸﺠﻴﺭ ﺍﻝﺘﻁﻭﻋﻴﺔ‪.‬‬
‫‪Copyright © 2017.‬‬
‫‪copyright law.‬‬

‫‪-٤٤-‬‬

‫‪EBSCO Publishing : eBook Arabic Collection Trial - printed on 4/4/2020 5:45 PM via MINISTÈRE DE L''EDUCATION‬‬
‫‪NATIONALE, DE LA FORMATION PROFESSIONNELLE‬‬
‫; ‪AN: 1945112‬‬ ‫;‪.‬‬
‫‪Account: ns063387‬‬
‫‪. All rights reserved. May not be reproduced in any form without permission from the publisher, except fair uses permitted under U.S. or applicable‬‬

‫ﺍﻹﻋﻼﻥ ﻴﻘﺭﺏ ﺒﻴﻥ ﺍﻷﻤﻡ ﻭﺍﻝﺸﻌﻭﺏ‪ :‬ﺫﻝﻙ ﺃﻥ ﺍﻹﻋﻼﻥ ﻋﻨﺩﻤﺎ ﻴﻨﺸﺭ‬

‫ﻋﻠﻰ ﺍﻝﻤﺴﺘﻭﻯ ﺍﻝﺩﻭﻝﻲ ﻓﺈﻨﻪ ﻴﻘﻭﻡ ﺒﻨﻘل ﻋﺎﺩﺍﺕ ﻭﺘﻘﺎﻝﻴﺩ ﻭﺃﺴـﺎﻝﻴﺏ ﺍﻝﺤﻴـﺎﺓ ﺒـﻴﻥ‬
‫ﺍﻝﺸﻌﻭﺏ ﻭﺍﻷﻤﻡ ﺍﻝﻤﺨﺘﻠﻔﺔ‪ ،‬ﻜﻤﺎ ﻴﻘﻭﻡ ﻨﻘل ﻭﺠﻬﺎﺕ ﺍﻝﻨﻅﺭ ﻭﻁﺭﻕ ﺍﻝﺘﻔﻜﻴﺭ‪ ،‬ﻭﻴﻌﻤل‬
‫ﻋﻠﻰ ﻨﺸﺭ ﺍﻝﻌﻠﻭﻡ ﻭﺍﻵﺩﺍﺏ ﻭﺍﻝﻔﻨﻭﻥ ﺒﻴﻥ ﻤﺠﺘﻤﻌﺎﺕ ﺍﻝﻌﺎﻝﻡ‪ ،‬ﻭﻴﺴﻭﻕ ﺃﺴﺎﻝﻴﺏ ﺍﻝﺤﻴﺎﺓ‬
‫ﺍﻷﻓﻀل ﺒﻴﻥ ﺍﻝﺩﻭل‪ ،‬ﻭﻴﺴﺎﻫﻡ ﻫﺫﺍ ﺒﺩﻭﺭﻩ ﻓﻲ ﺇﺫﺍﺒﺔ ﺍﻝﻔﻭﺍﺭﻕ ﻭﺍﻝﺤﻭﺍﺠﺯ ﺒﻴﻨﻬﺎ ﻭﻓﻲ‬
‫ﺘﻘﺭﻴﺏ ﻨﻤﻁ ﺍﻝﻤﻌﻴﺸﺔ‪ ،‬ﻭﺒﺎﻝﺘﺎﻝﻲ ﺭﺒﻁﻬﺎ ﺒﺒﻌﻀﻬﺎ ﻭﻫﻭ ﻤﺎ ﻴﻘﻠل ﻤﻥ ﻤﺨﺎﻁﺭ ﺍﻝﺠﻔﻭﺓ‬
‫ﺍﻝﺴﻴﺎﺴﻴﺔ ﻓﻴﻤﺎ ﺒﻴﻨﻬﺎ)‪.(١٢٣‬‬
‫ﻫﺫﻩ ﺘﻘﺭﻴﺒﹰﺎ ﻫﻲ ﻤﺠﻤل ﺍﻝﻭﻅﺎﺌﻑ ﺍﻝﺘﻲ ﻴﻤﻜﻥ ﺃﻥ ﻴﺅﺩﻴﻬـﺎ ﺍﻹﻋـﻼﻥ ﻓـﻲ‬
‫ﺍﻝﻤﺠﺘﻤﻊ ﻜﻤﺎ ﻴﺭﺍﻫﺎ ﻭﻴﺅﻜﺩ ﻋﻠﻴﻬﺎ ﻤﺅﻴﺩﻭﻩ‪.‬‬
‫ﺇﻻ ﺃﻨﻪ ﻭﻓﻲ ﻤﻘﺎﺒل ﺫﻝﻙ ﻫﻨﺎﻙ ﻤﻥ ﻴﻀﻊ ﻋﺩﺓ ﺍﻨﺘﻘﺎﺩﺍﺕ ﻝﻺﻋﻼﻥ‪ ،‬ﻭﻴـﺭﻯ‬
‫ﻫﺫﺍ ﺍﻝﻔﺭﻴﻕ ﺃﻥ ﺍﻹﻋﻼﻥ ﻝﻴﺱ ﻝﻪ ﺃﻴﺔ ﺃﻫﻤﻴﺔ‪ ،‬ﻭﺃﻨﻪ ﺒﺎﻝﺘﺎﻝﻲ ﻻ ﺩﻭﺭ ﻝﻪ ﻓﻲ ﺍﻝﻤﺠﺘﻤﻊ‪،‬‬
‫ﻭﻤﻥ ﻭﺠﻬﺔ ﻨﻅﺭ ﻫﺅﻻﺀ ﻓﺈﻥ ﺴﻠﺒﻴﺎﺕ ﺍﻹﻋﻼﻥ ﺘﻔﻭﻕ ﺇﻴﺠﺎﺒﻴﺎﺘﻪ‪ ،‬ﻭﻫﻭ ﺒﺫﻝﻙ ﻴﺸﻜل‬
‫ﻋﺏﺀ ﻋﻠﻰ ﺍﻝﻤﺠﺘﻤﻊ ﻭﻻ ﻁﺎﺌل ﻤﻥ ﻭﺭﺍﺌﻪ‪ ،‬ﻭﻴﻁﺭﺡ ﺃﺼﺤﺎﺏ ﻫﺫﺍ ﺍﻝﺭﺃﻱ ﻋـﺩﺩﹰﺍ‬
‫ﻤﻥ ﺍﻝﻤﺒﺭﺭﺍﺕ ﻝﻠﺩﻓﺎﻉ ﻋﻥ ﻭﺠﻬﺔ ﻨﻅﺭﻫﻡ ﻫﺫﻩ‪ ،‬ﻭﺫﻝﻙ ﻜﺎﻝﺘﺎﻝﻲ‪:‬‬
‫ﺇﻥ ﺍﻹﻋﻼﻨﺎﺕ ﺘﻐﺭﻱ ﺍﻝﻨﺎﺱ ﻋﻠﻰ ﺸﺭﺍﺀ ﻤﺎ ﻝﻴﺴﻭﺍ ﻓـﻲ ﺤﺎﺠـﺔ‬
‫)‪١٢٤‬‬
‫(‪ ،‬ﻭﺃﻨﻬﺎ ﺒﺎﻝﺘﺎﻝﻲ ﺘﺨﻠﻕ ﺤﺎﻝﺔ ﻤﻥ ﺍﻻﺴﺘﻬﻼﻙ ﺍﻝﺯﺍﺌﺩ‪ ،‬ﻭﺘﻭﺠـﻪ‬ ‫ﺤﻘﻴﻘﻴﺔ ﺇﻝﻴﻪ‬
‫ﺍﻝﺴﻠﻭﻙ ﺍﻻﺴﺘﻬﻼﻜﻲ ﺒﻤﺎ ﻴﻜﻔل ﺯﻴﺎﺩﺓ ﺍﻹﻨﺘـﺎﺝ ﻷﺼـﺤﺎﺏ ﺍﻝﻤﺸـﺭﻭﻋﺎﺕ)‪،(١٢٥‬‬
‫ﻓﺎﻹﻋﻼﻨﺎﺕ ﺘﺨﻠﻕ ﺃﻨﻤﺎﻁﹰﺎ ﻭﻋﺎﺩﺍﺕ ﺍﺴﺘﻬﻼﻜﻴﺔ ﺠﺩﻴﺩﺓ ﺘﺅﺩﻱ ﺇﻝﻰ ﺇﻨﻔﺎﻕ ﻻ ﻋﺎﺌـﺩ‬
‫ﻻ ﻤﻥ ﺍﻝﺩﻋﻭﺓ ﺇﻝﻰ ﺘﺭﺸـﻴﺩ ﺍﻻﺴـﺘﻬﻼﻙ ﻭﺘﻨﻤﻴـﺔ ﺍﻝـﻭﻋﻲ‬
‫ﻤﻥ ﻭﺭﺍﺌﻪ‪ ،‬ﻭﺫﻝﻙ ﺒﺩ ﹰ‬
‫ﺍﻻﺩﺨﺎﺭﻱ‪ ،‬ﻭﻫﻭ ﻤﺎ ﻴﺠﻌل ﺍﻝﻔﻘﺭﺍﺀ ﻓﻲ ﺍﻝﺩﻭل ﺍﻝﻨﺎﻤﻴﺔ ﻴﻨﻔﻘﻭﻥ ﺠﺯﺀ ﻜﺒﻴـﺭ ﻤـﻥ‬
‫ﺩﺨﻭﻝﻬﻡ ﻋﻠﻰ ﺴﻠﻊ ﺘﺯﻴﺩﻫﻡ ﻓﻘﺭﹰﺍ)‪ ،(١٢٦‬ﻭﻴﺘﻔﻕ ﻫﺫﺍ ﻤﻊ ﻤﺎ ﺫﻫﺒـﺕ ﺇﻝﻴـﻪ ﺇﺤـﺩﻯ‬
‫ﺍﻝﺩﺭﺍﺴﺎﺕ ﺍﻝﺘﻲ ﺃﺠﺭﻴﺕ ﻻﺴﺘﻁﻼﻉ ﺭﺃﻱ ﻋﺩﺩ ﻤﻥ ﺭﺠﺎل ﺍﻹﻋﻼﻥ ﻨﺤﻭ ﺍﻹﻋﻼﻥ‬
‫‪Copyright © 2017.‬‬
‫‪copyright law.‬‬

‫‪-٤٥-‬‬

‫‪EBSCO Publishing : eBook Arabic Collection Trial - printed on 4/4/2020 5:45 PM via MINISTÈRE DE L''EDUCATION‬‬
‫‪NATIONALE, DE LA FORMATION PROFESSIONNELLE‬‬
‫; ‪AN: 1945112‬‬ ‫;‪.‬‬
‫‪Account: ns063387‬‬
‫‪. All rights reserved. May not be reproduced in any form without permission from the publisher, except fair uses permitted under U.S. or applicable‬‬

‫ﺤﻴﺙ ﺠﺎﺀ ﻓﻲ ﺇﺠﺎﺒﺎﺘﻬﻡ ﺃﻥ ﻝﻺﻋﻼﻥ ﺒﻌﺽ ﺍﻵﺜﺎﺭ ﺍﻝﺴﻠﺒﻴﺔ ﻓﻬﻭ ﻴﻐـﺭﻱ ﺒﻌـﺽ‬
‫ﺍﻝﻤﺴﺘﻬﻠﻜﻴﻥ ﻋﻠﻰ ﺍﻗﺘﻨﺎﺀ ﻤﺎ ﻝﻴﺴﻭﺍ ﻓﻲ ﺤﺎﺠﺔ ﻓﻌﻠﻴﺔ ﺇﻝﻴﻪ)‪.(١٢٧‬‬
‫ﻴﺴﺘﺨﺩﻡ ﺍﻹﻋﻼﻥ ﺍﻝﻤﺜﻴﺭﺍﺕ ﺍﻝﺠﻨﺴﻴﺔ ﻝﺸﺩ ﺍﻻﻨﺘﺒﺎﻩ ﺤﺘﻰ ﻭﺇﻥ ﻝـﻡ‬
‫ﺘﻜﻥ ﺍﻝﺴﻠﻌﺔ ﺍﻝﻤﻌﻴﻥ ﻋﻨﻬﺎ ﻤﺭﺘﺒﻁﺔ ﺒﻬﺫﻩ ﺍﻝﻤﺜﻴﺭﺍﺕ‪ ،‬ﻭﻴﻼﺤﻅ ﺃﻥ ﻫﻨـﺎﻙ‬
‫ﺯﻴﺎﺩﺓ ﻤﻁﺭﺩﺓ ﻭﺒﺸﻜل ﻤﺴﺘﻤﺭ ﻓﻲ ﺍﺴﺘﺨﺩﺍﻡ ﻫﺫﺍ ﺍﻝﻤﺜﻴﺭ‪ ،‬ﻭﺫﻝﻙ ﻝﻤﺎ ﻝﻪ ﻤﻥ ﺘـﺄﺜﻴﺭ‬
‫ﻫﺎﺌل ﻋﻠﻰ ﺍﻝﻨﺎﺱ‪ ،‬ﻓﻬﻭ ﻴﺅﺩﻱ ﺇﻝﻰ ﺘﺤﻜﻡ ﺍﻝﻤﻌﻠﻥ ﻓﻲ ﺴﻠﻭﻙ ﺍﻝﻤﺘﻠﻘـﻲ ﺍﻝـﺫﻱ ﻻ‬
‫ﻴﺴﺘﻁﻴﻊ ﺘﺠﺎﻫل ﻫﺫﺍ ﺍﻝﻤﺜﻴﺭ "ﺍﻝﺠﻨﺱ"‪ ،‬ﻭﺒﺎﻝﺘﺎﻝﻲ ﺍﻝﺘﻌـﺭﺽ ﻝﻠﺭﺴـﺎﻝﺔ ﺍﻹﻋﻼﻨﻴـﺔ‬
‫ﺍﻝﻤﻁﻠﻭﺏ ﺍﻝﺘﻌﺭﺽ ﻝﻬﺎ‪ ،‬ﻭﻫﻭ ﻤﺎ ﻴﻌﺩ ﺘﻬﺩﻴﺩﹰﺍ ﻝﻘﻴﻡ ﺍﻝﻤﺠﺘﻤﻊ ﻭﺃﺨﻼﻗﻪ ﻭﻤﺒﺎﺩﺌﻪ)‪.(١٢٨‬‬
‫ﻴﺸﻜل ﺍﻹﻋﻼﻥ ﻀﻐﻁ ﹰﺎ ﺍﻗﺘﺼﺎﺩﻴ ﹰﺎ ﻋﻠﻰ ﻤﻭﺍﺯﻨﺎﺕ ﺍﻷﻓﺭﺍﺩ ﻭﺍﻷﺴـﺭ‬
‫ﺇﻝﻰ ﺩﺭﺠﺔ ﻴﺼﺒﺢ ﻤﻌﻬﺎ ﻋﺒﺌﹰﺎ ﺍﺠﺘﻤﺎﻋﻴﺎﹰ‪ ،‬ﻭﻴﺒـﺩﻭ ﺫﻝـﻙ ﺃﻜﺜـﺭ ﻭﻀـﻭﺤﹰﺎ ﻓـﻲ‬
‫ﺍﻝﻤﺠﺘﻤﻌﺎﺕ ﺍﻝﺘﻲ ﺘﺸﻜل ﺴﻭﻗﹰﺎ ﺍﺴﺘﻬﻼﻜﻴﺔ ﻝﺴـﻠﻊ ﻤﺠﺘﻤﻌـﺎﺕ ﺃﺨـﺭﻯ ﻤﻨﺘﺠـﺔ‬
‫ﻭﻤﺼﺩﺭﺓ)‪ ،(١٢٩‬ﻭﻫﻭ ﻤﺎ ﻴﺘﺭﺘﺏ ﻋﻠﻴﻪ ﻋﺩﻡ ﻗﺩﺭﺓ ﺃﻭﻝﺌﻙ ﺍﻷﻓﺭﺍﺩ ﻋﻠﻰ ﺍﻗﺘﻨﺎﺀ ﻜل ﻤﺎ‬
‫ﺘﻘﺩﻤﻪ ﺍﻹﻋﻼﻨﺎﺕ‪ ،‬ﺍﻷﻤﺭ ﺍﻝﺫﻱ ﻴﺨﻠﻕ ﺤﺎﻝﺔ ﻤﻥ ﺍﻹﺤﺒﺎﻁ ﺍﻝﻨﻔﺴﻲ ﻝﻬﻡ ﻤﺎ ﻗﺩ ﻴﺠﻌﻠﻬﻡ‬
‫ﻴﻘﺩﻤﻭﻥ ﻋﻠﻰ ﺘﺼﺭﻓﺎﺕ ﻏﻴﺭ ﺍﺠﺘﻤﺎﻋﻴﺔ ﻜﺎﻻﻨﻌﺯﺍل ﺃﻭ ﺍﻝﻠﺠﻭﺀ ﻝﻠﻌﻨﻑ)‪ ،(١٣٠‬ﻭﻗـﺩ‬
‫ﺃﺜﺒﺘﺕ ﺇﺤﺩﻯ ﺍﻝﺩﺭﺍﺴﺎﺕ ﺍﻝﺘﻲ ﺃﺠﺭﻴﺕ ﺒﺎﻝﻤﻤﻠﻜﺔ ﺍﻝﻌﺭﺒﻴﺔ ﺍﻝﺴـﻌﻭﺩﻴﺔ ﺃﻥ ﺤـﻭﺍﻝﻲ‬
‫‪ %٣٩‬ﻤﻥ ﻋﻴﻨﺔ ﺍﻝﺩﺭﺍﺴﺔ ﻤﻥ ﺍﻷﻁﻔﺎل ﻴﺸﻌﺭﻭﻥ ﺒﺎﻝﻀﻴﻕ ﻤـﻥ ﻭﺍﻝـﺩﻴﻬﻡ ﻋﻨـﺩ‬
‫ﺭﻓﻀﻬﻤﺎ ﺸﺭﺍﺀ ﺍﻝﺴﻠﻌﺔ ﺍﻝﻤﻌﻠﻥ ﻋﻨﻬﺎ‪ ،‬ﻭﻫﻭ ﻤﺎ ﻴﺅﻜﺩ ﺃﻥ ﺍﻹﻋﻼﻥ ﻴﺴﻬﻡ ﺒﺸﻜل ﻤﺎ‬
‫ﻓﻲ ﺍﻝﺘﺄﺜﻴﺭ ﻋﻠﻰ ﺍﻝﻌﻼﻗﺎﺕ ﺩﺍﺨل ﺍﻷﺴﺭﺓ ﺇﺫ ﻴﺨﻠﻕ ﻨﻭﻋﹰﺎ ﻤﻥ ﺍﻝﺼﺭﺍﻉ ﺒﻴﻥ ﺴﻠﻭﻙ‬
‫ﺍﻷﺒﻨﺎﺀ ﻭﺍﻝﻭﺍﻝﺩﻴﻥ)‪.(١٣١‬‬
‫ﻴﻤﻴل ﺍﻹﻋﻼﻥ ﺇﻝﻰ ﺘﻌﺯﻴﺯ ﺃﻨﻭﺍﻉ ﻤﻥ ﺍﻝﺴﻠﻭﻙ ﻭﺃﻨﻤـﺎﻁ ﺍﻝﺤﻴـﺎﺓ‬
‫ﺘﻤﺠﺩ ﺍﻻﻗﺘﻨﺎﺀ ﻭﺍﻻﺴﺘﻬﻼﻙ ﻋﻠﻰ ﺤﺴﺎﺏ ﻗﻴﻡ ﺃﺨﺭﻯ‪ ،‬ﻭﻫﻭ ﻴﺼﻭﺭ ﺍﻻﻗﺘﻨﺎﺀ‬
‫ﺍﻝﻤﺎﺩﻱ ﻝﺴﻠﻌﺔ ﻤﻌﻴﻨﺔ ﻋﻠﻰ ﺃﻨﻪ ﻤﻌﻴﺎﺭ ﺍﺠﺘﻤﺎﻋﻲ ﺒﺤﻴﺙ ﻴﺸﻌﺭ ﻤﻥ ﻻ ﻴﻤﺘﻠﻜﻭﻨﻬـﺎ‬
‫‪Copyright © 2017.‬‬
‫‪copyright law.‬‬

‫‪-٤٦-‬‬

‫‪EBSCO Publishing : eBook Arabic Collection Trial - printed on 4/4/2020 5:45 PM via MINISTÈRE DE L''EDUCATION‬‬
‫‪NATIONALE, DE LA FORMATION PROFESSIONNELLE‬‬
‫; ‪AN: 1945112‬‬ ‫;‪.‬‬
‫‪Account: ns063387‬‬
‫‪. All rights reserved. May not be reproduced in any form without permission from the publisher, except fair uses permitted under U.S. or applicable‬‬

‫ﺃﻨﻬﻡ ﻤﺤﺭﻭﻤﻭﻥ)‪ ،(١٣٢‬ﻭﻴﺴﺘﺨﺩﻡ ﺍﻝﻤﻌﻠﻨﻭﻥ ﻷﺠل ﺫﻝـﻙ ﻋـﺩﺩﹰﺍ ﻤـﻥ ﺍﻝﺭﻤـﻭﺯ‬

‫ﺍﻻﺠﺘﻤﺎﻋﻴﺔ ﻭﺍﻝﻨﻔﺴﻴﺔ ﻴﺘﻡ ﺘﻭﻅﻴﻔﻬﺎ ﻓﻲ ﺍﻝﺭﺴﺎﻝﺔ ﺍﻹﻋﻼﻨﻴﺔ ﺒﻬﺩﻑ ﺇﺤﺎﻁـﺔ ﺍﻝﺴـﻠﻊ‬
‫ﺍﻝﻤﻌﻠﻥ ﻋﻨﻬﺎ ﺒﻬﺎﻝﺔ ﺒﺭﺍﻗﺔ ﺘﺨﺎﻝﻑ ﺍﻝﺤﻘﻴﻘﺔ ﻓﻲ ﺃﻜﺜﺭ ﺍﻷﺤﻴﺎﻥ)‪.(١٣٣‬‬
‫ﺘﺭﺍﺠﻊ ﺤﺠﻡ ﺍﻝﻤﻌﻠﻭﻤﺎﺕ ﺍﻝﻭﺍﺭﺩﺓ ﻓﻲ ﺍﻹﻋﻼﻨﺎﺕ‪ ،‬ﻭﺍﻝﺘﺭﻜﻴـﺯ ﻓﻘـﻁ‬
‫ﻋﻠﻰ ﺍﻝﺠﻭﺍﻨﺏ ﺍﻝﻨﻔﺴﻴﺔ ﻭﺍﻻﺠﺘﻤﺎﻋﻴﺔ ﻓﻲ ﺍﻝﺭﺴﺎﻝﺔ ﺍﻹﻋﻼﻨﻴﺔ‪ ،‬ﻭﻗﺩ ﺘﻭﺼﻠﺕ ﺇﺤﺩﻯ‬
‫ﺍﻝﺩﺭﺍﺴﺎﺕ ﺍﻝﺘﻲ ﻗﺎﻡ ﺒﻬﺎ "ﻭﻝﻴﻡ ﻝﻴﺱ" ﻋﺎﻡ ‪١٩٨٣‬ﻡ ﺤﻭل ﺍﻹﻋﻼﻨﺎﺕ ﻓﻲ ﻜﻨﺩﺍ ﺇﻝﻰ‬
‫ﻭﺠﻭﺩ ﺘﺤﻭل ﻓﻲ ﺍﻝﺨﻤﺴﻴﻥ ﺴﻨﺔ ﺍﻝﺴﺎﺒﻘﺔ ﻤﻥ ﺇﻋﻼﻨﺎﺕ ﺘﺤﺘﻭﻱ ﻋﻠﻰ ﻤﻌﻠﻭﻤﺎﺕ ﻋﻥ‬
‫ﺍﻝﻤﻨﺘﺠﺎﺕ ﺇﻝﻰ ﺇﻋﻼﻨﺎﺕ ﺘﺭﻜﺯ ﻋﻠﻰ ﺃﺴﻠﻭﺏ ﺍﻝﺤﻴﺎﺓ ﺒﺼﻔﺔ ﻋﺎﻤﺔ)‪ ،(١٣٤‬ﻭﻫﻭ ﻤـﺎ‬
‫ﺠﻌل ﺒﻌﺽ ﺍﻝﺒﺎﺤﺜﻴﻥ ﻴﺭﻭﻥ ﺃﻥ ﺍﻹﻋﻼﻨﺎﺕ ﻓﻲ ﺤﻘﻴﻘﺘﻬﺎ ﻻ ﺘﻌﺒﺭ ﻋـﻥ ﻤﻨﺘﺠـﺎﺕ‬
‫ﺒﻘﺩﺭ ﻤﺎ ﺘﺭﻜﺯ ﻋﻠﻰ ﺠﻭﺍﻨﺏ ﺃﺨﺭﻯ ﺫﺍﺕ ﺒﻌﺩ ﻨﻔﺴﻲ ﻤﺜل ﺍﻝﺭﻓﺎﻫﻴﺔ ﻭﺍﻝﺭﺍﺤﺔ)‪.(١٣٥‬‬
‫ﻴﺴﺎﻫﻡ ﺍﻹﻋﻼﻥ ﻓﻲ ﺇﻓﺴﺎﺩ ﺃﺫﻭﺍﻕ ﺍﻝﺠﻤﺎﻫﻴﺭ ﻭﺫﻝﻙ ﺒﻤﺎ ﻴﺴﺘﺨﺩﻤﻪ ﻤﻥ‬
‫ﺃﻝﻭﺍﻥ ﻤﺜﻴﺭﺓ ﻭﻏﻴﺭ ﻤﻨﺴﻘﺔ ﻭﺃﺸﻜﺎل ﺼﺎﺨﺒﺔ ﻝﻴﺱ ﻝﻬﺎ ﺃﻱ ﺒﻌﺩ ﺠﻤﺎﻝﻲ‪ ،‬ﺒل ﺃﻨﻬـﺎ‬
‫ﺃﺤﻴﺎﻨﹰﺎ ﺘﻨﻡ ﻋﻥ ﺍﻝﻘﺒﺢ ﻭﺍﻹﺜﺎﺭﺓ‪ ،‬ﻭﺘﻬﺒﻁ ﺇﻝﻰ ﻤﺴﺘﻭﻯ ﻤﺘﺩﻨﻲ ﻤﻥ ﺍﻝﺘﻔﺎﻫﺔ ﺒﻤﺎ ﻴﺘﺭﻙ‬
‫ﺁﺜﺎﺭﹰﺍ ﺴﻠﺒﻴﺔ ﻭﻀﺎﺭﺓ ﻋﻠﻰ ﻨﻔﺴﻴﺎﺕ ﺍﻝﺠﻤﺎﻫﻴﺭ ﻭﺘﺴﻲﺀ ﺇﻝﻰ ﺍﻷﺨﻼﻕ)‪ ،(١٣٦‬ﻭﻝﻌـل‬
‫ﺫﻝﻙ ﻫﻭ ﻤﺎ ﺠﻌل "ﺠﻭﺒﻨﻨﺴﻤﺎﻥ" ﺍﻝﺫﻱ ﻋﻤل ﻝﻌﺩﺓ ﺴﻨﻭﺍﺕ ﻓﻲ ﻭﻜﺎﻻﺕ ﺍﻹﻋـﻼﻥ‬
‫ﺍﻷﻤﺭﻴﻜﻴﺔ ﻴﻘﻭل ﺒﻌﺩ ﻫﺫﻩ ﺍﻝﺘﺠﺭﺒﺔ "ﺃﻨﻪ ﺇﺫﺍ ﻜﺎﻥ ﺍﻝﻔﺭﺩ ﻝﺩﻴﻪ ﺃﻴﺔ ﻤﻌﺎﻴﻴﺭ ﺃﺨﻼﻗﻴـﺔ‪،‬‬
‫ﻓﺎﻹﻋﻼﻥ ﻫﻭ ﺁﺨﺭ ﻤﺠﺎل ﻴﻤﻜﻥ ﺃﻥ ﻴﻔﻜﺭ ﻓﻴﻪ‪ ،‬ﻭﺃﻨـﻪ ﺇﺫﺍ ﻜـﺎﻥ ﻤﻠﺘﺯﻤـﹰﺎ ﺩﻴﻨﻴـﹰﺎ‬
‫ﻭﻤﺤﺎﻓﻅﹰﺎ ﻋﻠﻰ ﺃﺨﻼﻗﻴﺎﺕ ﻤﺠﺘﻤﻌﻪ ﻓﺈﻥ ﻤﻬﻨﺔ ﺍﻹﻋﻼﻥ ﻻ ﺘﻌـﺩ ﻤﻬﻨـﺔ ﻤﻨﺎﺴـﺒﺔ‬
‫ﻝﻪ")‪ ،(١٣٧‬ﻭﻭﺼل ﺍﻷﻤﺭ ﺒﺄﺤﺩ ﺍﻝﺩﺍﺭﺴﻴﻥ ﺇﻝﻰ ﺍﻝﻘﻭل "ﺇﺫﺍ ﻁﻠﺏ ﻤﻨﻲ ﺘﻌﺭﻴﻑ ﺍﻝﻘﻭﻯ‬
‫ﺍﻝﻤﺩﻤﺭﺓ ﻓﻲ ﺍﻝﺭﺃﺴﻤﺎﻝﻴﺔ ﻭﺍﻝﻤﺼﺩﺭ ﺍﻷﻭﺤﺩ ﻭﺍﻷﻗﻭﻯ ﻝﺘﻀﺎﺅل ﻭﻀﻌﻑ ﺍﻷﺨـﻼﻕ‬
‫ﻓﺴﻭﻑ ﺃﺫﻜﺭ ﺍﺴﻡ ﺍﻹﻋﻼﻥ ﺒﺩﻭﻥ ﺘﺭﺩﺩ‪ ،‬ﺇﺫ ﻜﻴﻑ ﺇﺫﹰﺍ ﻴﻤﻜﻥ ﺘﻌﺭﻴﻑ ﺍﻝﻘﻭﻯ ﺍﻝﺘـﻲ‬
‫ﺘﻬﺩﺩ ﺍﻝﻠﻐﺔ ﻭﺘﻬﺩﻡ ﺍﻝﻔﻜﺭ ﻭﺘﺤﻁ ﻤﻥ ﺍﻝﻜﺭﺍﻤﺔ")‪ ،(١٣٨‬ﻭﻴﻌﻠﻕ ﺃﺤﺩ ﺍﻝﻤﺘﺨﺼﺼﻴﻥ ﻋﻠﻰ‬
‫‪Copyright © 2017.‬‬
‫‪copyright law.‬‬

‫‪-٤٧-‬‬

‫‪EBSCO Publishing : eBook Arabic Collection Trial - printed on 4/4/2020 5:45 PM via MINISTÈRE DE L''EDUCATION‬‬
‫‪NATIONALE, DE LA FORMATION PROFESSIONNELLE‬‬
‫; ‪AN: 1945112‬‬ ‫;‪.‬‬
‫‪Account: ns063387‬‬
‫‪. All rights reserved. May not be reproduced in any form without permission from the publisher, except fair uses permitted under U.S. or applicable‬‬

‫ﺍﻝﻤﺴﺘﻭﻯ ﺍﻝﻤﻨﺤﺩﺭ ﺍﻝﺫﻱ ﻭﺼﻠﺕ ﺇﻝﻴﻪ ﺍﻹﻋﻼﻨﺎﺕ ﺒﻘﻭﻝﻪ "ﺇﺫﺍ ﻨﻅﺭﻨﺎ ﺇﻝﻰ ﺼﺤﻴﻔﺔ ﺃﻭ‬
‫ﺠﻠﺴﻨﺎ ﺒﻀﻌﺔ ﺴﺎﻋﺎﺕ ﺃﻤﺎﻡ ﺍﻝﺘﻠﻴﻔﺯﻴﻭﻥ ﺴﻭﻑ ﻴﺘﻀـﺢ ﻝﻨـﺎ ﻜﻴـﻑ ﺃﺼـﺒﺤﺕ‬
‫ﺍﻹﻋﻼﻨﺎﺕ ﺘﺎﻓﻬﺔ ﻭﻤﻀﺎﻴﻘﺔ ﻭﺘﺒﻌﺙ ﻋﻠﻰ ﺍﻝﺴﺄﻡ")‪.(١٣٩‬‬
‫ﻗﺩ ﻴﺴﻬﻡ ﺍﻹﻋﻼﻥ ﻓﻲ ﺭﺴﻡ ﺼﻭﺭﺓ ﻨﻤﻁﻴﺔ ﺘﺤﻁ ﻤﻥ ﻗﺩﺭ ﺒﻌﺽ‬
‫ﻓﺌﺎﺕ ﺍﻝﻤﺠﺘﻤﻊ ﻤﺜل ﺼﻭﺭﺓ ﺍﻝﻤﺭﺃﺓ ﺍﻝﺘﻲ ﻴﺯﺩﺍﺩ ﻅﻬﻭﺭﻫﺎ ﻓﻲ ﺍﻹﻋﻼﻨﺎﺕ ﺃﻜﺜـﺭ‬
‫ﻤﻥ ﺍﻝﺭﺠل ﻭﺒﺸﻜل ﻴﺤﺩ ﻤﻥ ﻗﺩﺭﺘﻬﺎ‪ ،‬ﻭﻴﻘﻠل ﻤﻥ ﻗﻴﻤﺘﻬﺎ ﻭﻴﺭﺴﺦ ﺍﻝﺼﻭﺭﺓ ﺍﻝﺘﻘﻠﻴﺩﻴﺔ‬
‫ﻝﻠﻤﺭﺃﺓ ﺍﻝﺘﻲ ﻴﻘﺘﺼﺭ ﻨﺸﺎﻁﻬﺎ ﻋﻠﻰ ﺨﺩﻤﺎﺕ ﺍﻝﺒﻴﺕ‪ ،‬ﺃﻭ ﺒﻌﺽ ﺍﻝﻭﻅﺎﺌﻑ ﺍﻝﻬﺎﻤﺸـﻴﺔ‬
‫ﺍﻝﻤﺴﺎﻋﺩﺓ ﻝﻠﺭﺠل‪ ،‬ﺃﻭ ﺍﺴﺘﺨﺩﺍﻤﻬﺎ ﻜﺭﻤﺯ ﻝﻺﻏﺭﺍﺀ ﺒﻁﺭﻴﻘﺔ ﻤﻬﻴﻨﺔ)‪ ،(١٤٠‬ﺤﻴﺙ ﻜﺜﻴﺭﹰﺍ‬
‫ﻤﺎ ﺘﻅﻬﺭ ﺍﻹﻋﻼﻨﺎﺕ ﺍﻝﻤﺭﺃﺓ ﺒﺼﻭﺭﺓ ﻏﻴﺭ ﻻﺌﻘﺔ ﺒﻤﻜﺎﻨﺘﻬﺎ ﻭﺘﻘﻠل ﻤﻥ ﺍﻝﺩﻭﺭ ﺍﻝـﺫﻱ‬
‫ﺘﺅﺩﻴﻪ ﻑ ﺍﻝﻤﺠﺘﻤﻊ‪ ،‬ﺍﻷﻤﺭ ﺍﻝﺫﻱ ﻴﺴﺎﻋﺩ ﻋﻠﻰ ﺨﻠﻕ ﺼﻭﺭ ﺫﻫﻨﻴﺔ ﺴـﻠﺒﻴﺔ ﻋﻨﻬـﺎ‬
‫ﻭﻴﺭﺒﻁﻬﺎ ﻓﻲ ﺫﻫﻥ ﺍﻝﺒﻌﺽ ﺒﺎﻝﺠﻨﺱ ﻓﻘﻁ ﺃﻭ ﺒﺎﻝﺴﻁﺤﻴﺔ)‪.(١٤١‬‬
‫ﻴﺴﺎﻫﻡ ﺍﻹﻋﻼﻥ ﻓﻲ ﺨﻠﻕ ﺍﻻﺤﺘﻜﺎﺭﺍﺕ ﻤﻥ ﺨﻼل ﻤﺎ ﻴﺘﻴﺤـﻪ ﻝﻠﻤﻨـﺘﺞ‬
‫ﺒﻭﺍﺴﻁﺔ ﺤﻤﻼﺘﻪ ﺍﻝﻤﺴﺘﻤﺭﺓ ﻤﻥ ﺇﻗﻨﺎﻉ ﻝﻠﻤﺴﺘﻬﻠﻜﻴﻥ ﺒﺄﻥ ﺴﻠﻌﺘﻪ ﺃﻓﻀل ﻤﻥ ﺃﻱ ﺴﻠﻌﺔ‬
‫ﺃﺨﺭﻯ ﻤﻤﺎﺜﻠﺔ ﻓﻲ ﺍﻝﺴﻭﻕ‪ ،‬ﻭﻫﻭ ﻤﺎ ﻴﺅﺩﻱ ﺇﻝﻰ ﺯﻴﺎﺩﺓ ﻤﺒﻴﻌﺎﺘﻪ ﻭﺒﺎﻝﺘـﺎﻝﻲ ﺯﻴـﺎﺩﺓ‬
‫ﺃﺭﺒﺎﺤﻪ ﻭﺇﻤﻜﺎﻨﻴﺎﺘﻪ ﺍﻻﻗﺘﺼﺎﺩﻴﺔ‪ ،‬ﺍﻷﻤﺭ ﺍﻝﺫﻱ ﻴﺘﺭﺘﺏ ﻋﻠﻴﻪ ﻋﺩﻡ ﻗﺩﺭﺓ ﺍﻝﻤﻨﺎﻓﺴـﻴﻥ‬
‫ﻋﻠﻰ ﻤﺠﺎﺭﺍﺘﻪ‪ ،‬ﻭﺒﺎﻝﺘﺎﻝﻲ ﻋﺩﻡ ﻗﺩﺭﺘﻬﻡ ﻋﻠﻰ ﺍﻝﺤﺼﻭل ﻋﻠﻰ ﻨﺼﻴﺏ ﻤﻥ ﺍﻝﺴـﻭﻕ‪،‬‬
‫ﻭﺸﻴﺌﹰﺎ ﻓﺸﻴﺌ ﹰﺎ ﻴﺘﻡ ﺍﺴﺘﺒﻌﺎﺩﻫﻡ ﻭﺍﻨﻔﺭﺍﺩ ﺍﻻﺤﺘﻜﺎﺭﺍﺕ ﺍﻝﻜﺒﺭﻯ ﺒﺎﻝﻤﺴﺘﻬﻠﻙ)‪.(١٤٢‬‬

‫ﻴﺴﺎﻫﻡ ﺍﻹﻋﻼﻥ ﻓﻲ ﺨﻠﻕ ﺤﺎﻝﺔ ﻤﻥ ﺍﻝﺘﺒﻌﻴﺔ‪ ،‬ﻓﻬﻭ ﻴﺤﻤل ﻓﻲ ﻁﻴﺎﺘـﻪ‬

‫ﺭﺴﺎﻝﺔ ﺃﻭ ﺩﻋﻭﺓ ﻝﻔﻜﺭ ﺜﻘﺎﻓﻲ ﻭﻝﺴﻠﻭﻙ ﺍﺠﺘﻤﺎﻋﻲ ﻭﺍﻗﺘﺼﺎﺩﻱ ﻏﺎﻝﺒﹰﺎ ﻤﺎ ﻴﺘﻨﺎﻗﺽ ﻤﻊ‬
‫ﺍﻝﻔﻜﺭ ﺍﻝﺜﻘﺎﻓﻲ ﻭﻤﻊ ﺍﻝﻤﻘﻭﻤﺎﺕ ﺍﻝﻤﺠﺘﻤﻌﻴﺔ ﻭﻤﻊ ﻤﺒﺎﺩﺉ ﺍﻝﻨﻅﺎﻡ ﺍﻻﻗﺘﺼﺎﺩﻱ ﺍﻝﻭﻁﻨﻲ‬
‫ﻓﻲ ﺍﻝﺩﻭل ﺍﻝﻨﺎﻤﻴﺔ)‪ ،(١٤٣‬ﻭﺫﻝﻙ ﺒﻬﺩﻑ ﺘﻭﺤﻴﺩ ﺍﻻﺴﺘﻬﻼﻙ ﻹﻨﺘﺎﺝ ﻤﺴـﺘﻭﺭﺩ‪ ،‬ﻤﻤـﺎ‬
‫ﻴﺨﻠﻕ ﻤﺎ ﻴﻤﻜﻥ ﺃﻥ ﻴﺴﻤﻰ ﺒﻤﺠﺘﻤﻊ ﺩﻭﻝﻲ ﻝﻠﻤﺴﺘﻬﻠﻜﻴﻥ ﻓﻲ ﻜﺎﻓـﺔ ﺃﻨﺤـﺎﺀ ﺍﻝﻌـﺎﻝﻡ‬
‫‪Copyright © 2017.‬‬
‫‪copyright law.‬‬

‫‪-٤٨-‬‬

‫‪EBSCO Publishing : eBook Arabic Collection Trial - printed on 4/4/2020 5:45 PM via MINISTÈRE DE L''EDUCATION‬‬
‫‪NATIONALE, DE LA FORMATION PROFESSIONNELLE‬‬
‫; ‪AN: 1945112‬‬ ‫;‪.‬‬
‫‪Account: ns063387‬‬
‫‪. All rights reserved. May not be reproduced in any form without permission from the publisher, except fair uses permitted under U.S. or applicable‬‬

‫ﻜﻨﺘﻴﺠﺔ ﻝﻺﻋﻼﻨﺎﺕ ﺍﻝﺘﻲ ﺘﻘﺩﻡ ﻤﻥ ﺨﻼل ﺒﻴﺌﺔ ﻭﺸﺨﺼﻴﺎﺕ ﻤﺤﻭﺭﻴﺔ –ﺃﻤﺭﻴﻜﻴﺔ ﻓﻲ‬
‫ﺍﻝﻐﺎﻝﺏ‪ -‬ﻭﻫﻭ ﻤﺎ ﻴﺅﺩﻱ ﺒﺎﻝﻤﺘﻌﺭﺽ ﻝﻬﺫﻩ ﺍﻹﻋﻼﻨﺎﺕ ﻓﻲ ﺍﻝﺒﻠﺩﺍﻥ ﺍﻝﻨﺎﻤﻴـﺔ ﺇﻝـﻰ‬
‫ﺍﻝﺸﻌﻭﺭ ﺒﺎﻻﻨﺘﻤﺎﺀ ﻝﻬﺫﺍ ﺍﻝﻤﺠﺘﻤﻊ ﺍﻝﺩﻭﻝﻲ)‪.(١٤٤‬‬
‫ﻴﻜﻠﻑ ﺘﺩﻓﻕ ﺍﻹﻋﻼﻨﺎﺕ ﺍﻝﻤﺘﻠﻘﻲ ﺸﻴﺌ ﹰﺎ ﺇﻀﺎﻓﻴ ﹰﺎ ﻴﺘﻤﺜل ﻓﻲ ﺍﻹﺯﻋـﺎﺝ‬
‫ﻭﺍﻝﻭﻗﺕ ﺍﻝﻀﺎﺌﻊ‪ ،‬ﻭﻨﻅﺭﺍﹰ ﻝﻠﺼﻔﺤﺎﺕ ﻭﺍﻝﻤﺴﺎﺤﺎﺕ ﺍﻹﻀﺎﻓﺔ ﺍﻝﺘـﻲ ﺘﻨﺸـﺄ ﺒﺴـﺒﺏ‬
‫ﺍﻹﻋﻼﻥ ﻓﺈﻥ ﺍﻝﻤﺘﻠﻘﻲ ﻴﻭﺍﺠﻪ ﺼﻌﻭﺒﺔ ﻜﺒﻴﺭﺓ ﻓﻲ ﺍﻝﺤﺼﻭل ﻋﻠﻰ ﻗﺼﺔ ﻤﻌﻴﻨﺔ‪ ،‬ﻜﻤﺎ‬
‫ﺃﻥ ﺍﻝﻘﺼﺹ ﺍﻝﺘﻲ ﺘﻬﻤﻪ ﺭﺒﻤﺎ ﺘﻜﻭﻥ ﻤﻭﺯﻋﺔ ﻋﻠﻰ ﺍﻝﺼﻔﺤﺎﺕ ﺃﻭ ﻤﻭﺠـﻭﺩﺓ ﻓـﻲ‬
‫ﻓﻘﺭﺍﺕ ﻤﺨﺘﻠﻔﺔ‪ ،‬ﻭﻝﻌل ﺫﻝﻙ ﻴﻌﻭﺩ ﻝﻘﻠﺔ ﺍﻝﻤﺴﺎﺤﺎﺕ ﺍﻝﻤﺨﺼﺼﺔ ﻝﻠﻤﺎﺩﺓ ﺍﻝﺘﺤﺭﻴﺭﻴـﺔ‬
‫ﺒﺴﺒﺏ ﺤﺠﻡ ﺍﻹﻋﻼﻨﺎﺕ)‪ ،(١٤٥‬ﺫﻝﻙ ﺇﻝﻰ ﻋﺩﻡ ﺍﺴﺘﻤﺘﺎﻉ ﺍﻝﻤﺘﻠﻘﻲ ﺒﺎﻝﻔﻘﺭﺍﺕ ﺍﻹﻋﻼﻤﻴﺔ‬
‫ﺍﻝﻤﺨﺘﻠﻔﺔ‪ ،‬ﻜﻤﺎ ﻴﺅﺩﻱ ﺃﻴﻀﹰﺎ ﺇﻝﻰ ﺇﺤﺩﺍﺙ ﻨﻭﻉ ﻤﻥ ﺍﻝﺸﻭﺸﺭﺓ ﺍﻝﺫﻫﻨﻴﺔ ﺍﻝﺘﻲ ﺘﺤﺩ ﻤﻥ‬
‫ﺍﻻﺴﺘﻴﻌﺎﺏ ﻭﺍﻝﻤﺘﺎﺒﻌﺔ ﻭﺍﻻﺴﺘﻤﺘﺎﻉ ﻭﺍﻻﺴﺘﻔﺎﺩﺓ)‪.(١٤٦‬‬
‫ﻴﻀﻊ ﺍﻹﻋﻼﻥ ﺍﻝﻤﺴﺘﻬﻠﻙ ﻓﻲ ﺭﻭﺘﻴﻥ ﻻ ﻨﻬﺎﻴﺔ ﻝﻪ ﻤـﻥ ﺍﻝﻌﻤـل‬
‫ﻭﺍﻝﺠﻬﺩ ﻤﻥ ﺃﺠل ﺘﻠﺒﻴﺔ ﻤﺎ ﺘﺼﻨﻌﻪ ﺍﻹﻋﻼﻨﺎﺕ ﻤﻥ ﺍﺤﺘﻴﺎﺠﺎﺕ‪ ،‬ﻭﻫﻨﺎ ﻴﺼﻴﺭ ﺍﻝﻜل‬
‫ﻓﻲ ﺨﺩﻤﺔ ﺍﻝﺠﻤﺎﻋﺎﺕ ﻭﺍﻝﻤﻨﺸﺂﺕ ﻭﺍﻝﺸـﺭﻜﺎﺕ ﺍﻝﺘـﻲ ﺘﺭﻴـﺩ ﺃﻥ ﺘﺤـﺎﻓﻅ ﻋﻠـﻰ‬
‫ﻤﺼﺎﻨﻌﻬﺎ)‪ ،(١٤٧‬ﻭﻫﻭ ﻤﺎ ﺠﻌل ﺍﻝﺒﻌﺽ ﻴﺭﻯ ﺃﻥ ﺍﻹﻋﻼﻥ ﻗﺩ ﺤﻭﻝﻨﺎ ﺇﻝﻰ ﻤﺠﺘﻤـﻊ‬
‫ﻤﺎﺩﻱ‪ ،‬ﻭﻋﺯل ﺍﻝﻔﻘﺭﺍﺀ ﺍﻝﺫﻴﻥ ﻝﻴﺱ ﺒﻤﺘﻨﺎﻭﻝﻬﻡ ﻤﻌﻅﻡ ﺍﻝﻤﻨﺘﺠﺎﺕ ﺍﻝﻤﻌﻠﻥ ﻋﻨﻬﺎ ﻓـﻲ‬
‫ﻭﺴﺎﺌل ﺍﻹﻋﻼﻡ ﺍﻝﻤﺨﺘﻠﻔﺔ)‪.(١٤٨‬‬
‫ﻴﺅﺩﻱ ﺍﻹﻋﻼﻥ ﺇﻝﻰ ﺭﻓﻊ ﺍﻷﺴﻌﺎﺭ ﻭﻫﻭ ﺒﺎﻝﺘﺎﻝﻲ ﺘﻜﻠﻔﺔ ﻏﻴﺭ ﻀﺭﻭﺭﻴﺔ‬
‫ﻭﺠﻬﻭﺩ ﻏﻴﺭ ﺍﻗﺘﺼﺎﺩﻴﺔ)‪ ،(١٤٩‬ﻓﺎﻹﻨﻔﺎﻕ ﻋﻠﻰ ﺍﻹﻋﻼﻥ ﻴﺅﺩﻱ ﺇﻝﻰ ﺯﻴﺎﺩﺓ ﺘﻜـﺎﻝﻴﻑ‬
‫ﺍﻹﻨﺘﺎﺝ‪ ،‬ﺍﻷﻤﺭ ﺍﻝﺫﻱ ﻴﺘﺭﺘﺏ ﻋﻠﻴﻪ ﺍﺭﺘﻔﺎﻉ ﺃﺴﻌﺎﺭ ﺍﻝﺒﻴﻊ ﺍﻝﻨﻬﺎﺌﻲ ﺍﻝـﺫﻱ ﻴﺘﺤﻤﻠـﻪ‬
‫ﺍﻝﻤﺴﺘﻬﻠﻙ ﺒﻁﺭﻴﻘﺔ ﻤﻌﻠﻨﺔ‪ ،‬ﻭﻤﻥ ﻫﺫﺍ ﺍﻝﻤﻨﻁﻠﻕ ﻓﺈﻥ ﻤﺼﺎﺭﻴﻑ ﺍﻹﻋﻼﻨﺎﺕ ﻭﺘﻜﻠﻔﺘﻬﺎ‬
‫‪Copyright © 2017.‬‬
‫‪copyright law.‬‬

‫‪-٤٩-‬‬

‫‪EBSCO Publishing : eBook Arabic Collection Trial - printed on 4/4/2020 5:45 PM via MINISTÈRE DE L''EDUCATION‬‬
‫‪NATIONALE, DE LA FORMATION PROFESSIONNELLE‬‬
‫; ‪AN: 1945112‬‬ ‫;‪.‬‬
‫‪Account: ns063387‬‬
‫‪. All rights reserved. May not be reproduced in any form without permission from the publisher, except fair uses permitted under U.S. or applicable‬‬

‫ﺍﻝﺤﻘﻴﻘﺔ ﺘﺼﻴﺭ ﻋﺒﺌﹰﺎ ﺇﻀﺎﻓﻴﹰﺎ ﻋﻠﻰ ﺍﻝﻤﺴﺘﻬﻠﻙ ﻭﺤﺩﻩ‪ ،‬ﻭﻝﻴﺱ ﻋﻠـﻰ ﺍﻝﺸـﺭﻜﺎﺕ ﺃﻭ‬
‫ﺍﻝﻤﻨﺸﺂﺕ ﺍﻝﻤﺴﺘﻔﺎﺩﺓ ﻤﻥ ﺯﻴﺎﺩﺓ ﺍﻝﺘﻭﺯﻴﻊ)‪.(١٥٠‬‬
‫ﻴﺅﺩﻱ ﺍﻻﺴﺘﺨﺩﺍﻡ ﺍﻹﻋﻼﻨﻲ ﻝﻭﺴﺎﺌل ﺍﻹﻋﻼﻡ ﺇﻝﻰ ﻓـﺭﺽ ﻨﻔـﻭﺫ‬
‫ﺍﻝﺸﺭﻜﺎﺕ ﻭﺍﻝﻤﺅﺴﺴﺎﺕ ﻭﺍﻝﺠﻬﺎﺕ ﺍﻝﻤﻌﻠﻨﺔ ﻋﻠﻰ ﺘﻠﻙ ﺍﻝﻭﺴﺎﺌل ﺒﻤﺎ ﻴﺤـﺩ‬
‫ﻤﻥ ﺤﺭﻴﺘﻬﺎ ﻭﻴﻔﺭﺽ ﻋﻠﻴﻬﺎ ﺘﻭﺠﻬﺎﺕ ﺴﻴﺎﺴﻴﺔ ﻭﺍﻗﺘﺼﺎﺩﻴﺔ ﻭﺍﺠﺘﻤﺎﻋﻴـﺔ ﻤﻌﻴﻨـﺔ‬
‫ﺘﺘﺒﻨﺎﻫﺎ ﺘﻠﻙ ﺍﻝﺠﻬﺎﺕ ﻭﺫﻝﻙ ﻤﻥ ﺨﻼل ﻤﺎ ﺘﻀﺨﻪ ﻝﻬﺎ ﻤﻥ ﺃﻤﻭﺍل ﺘﻌﺘﺒﺭ ﺍﻝﻤﺼـﺩﺭ‬
‫ﺍﻝﺭﺌﻴﺴﻲ ﺍﻝﺫﻱ ﺘﻌﻴﺵ ﻋﻠﻴﻪ ﻤﻘﺎﺒل ﻤﺎ ﺘﻨﺸﺭﻩ ﻤﻥ ﺇﻋﻼﻨﺎﺕ‪ ،‬ﻭﻫﻭ ﻤﺎ ﻴﺒﺩﻭ ﺃﻜﺜـﺭ‬
‫ﻭﻀﻭﺤﹰﺎ ﻓﻲ ﺍﻷﻨﻅﻤﺔ ﺍﻹﻋﻼﻤﻴﺔ ﻭﻓﻲ ﺍﻝﻭﺴﺎﺌل ﺍﻝﺘﻲ ﻻ ﺘﻀﻊ ﻀـﻭﺍﺒﻁ ﻤﺤـﺩﺩﺓ‬
‫ﻝﻺﻋﻼﻥ ﻓﻴﻬﺎ‪ ،‬ﺤﻴﺙ ﻴﺘﻡ ﻨﺸﺭ ﺍﻹﻋﻼﻨﺎﺕ ﺩﻭﻥ ﺃﻴﺔ ﻗﻴﻭﺩ ﺃﻭ ﺸﺭﻭﻁ ﻋﻠﻰ ﻤﺴﺘﻭﻯ‬
‫ﺍﻝﻜﻡ ﻭﺍﻝﻤﻀﻤﻭﻥ ﻭﺍﻝﺸﻜل‪ ،‬ﻤﻤﺎ ﻴﻔﻘﺩ ﺍﻝﻭﺴﻴﻠﺔ ﺸﺨﺼﻴﺘﻬﺎ ﻭﻴﺤﺩ ﻤﻥ ﺃﺩﺍﺌﻬﺎ ﻷﻫﺩﺍﻓﻬﺎ‬
‫ﻭﻭﻅﺎﺌﻔﻬﺎ ﺍﻝﻤﻨﺘﻅﺭﺓ ﻤﻨﻬﺎ ﻭﺍﻝﺘﻲ ﺘﺘﻁﻠﻊ ﺇﻝﻴﻬﺎ)‪.(١٥١‬‬
‫ﺇﻥ ﺍﻹﻋﻼﻥ ﻜﺜﻴﺭﹰﺍ ﻤﺎ ﻴﺅﺩﻱ ﺇﻝﻰ ﺨﺩﺍﻉ ﻭﺘﻀﻠﻴل ﺍﻝﻤﺴﺘﻬﻠﻙ ﺤﻴﺙ‬
‫ﻴﻘﻭﻡ ﺍﻹﻋﻼﻥ ﺒﺫﻜﺭ ﻤﺤﺎﺴﻥ ﺍﻝﺴﻠﻌﺔ ﺍﻝﻤﻌﻠﻥ ﻋﻨﻬﺎ ﻭﻤﺯﺍﻴﺎﻫﺎ ﺍﻝﻤﺘﻌﺩﺩﺓ‪ ،‬ﺍﻷﻤﺭ ﺍﻝﺫﻱ‬
‫ﻴﺘﺭﺘﺏ ﻋﻠﻴﻪ ﺇﻏﺭﺍﺀ ﺍﻝﻤﺴﺘﻬﻠﻙ ﻭﺇﻗﺒﺎﻝﻪ ﻋﻠﻰ ﺸﺭﺍﺀ ﺘﻠﻙ ﺍﻝﺴﻠﻌﺔ ﺒﻬـﺩﻑ ﺇﺸـﺒﺎﻉ‬
‫ﺤﺎﺠﺎﺕ ﻤﻌﻴﻨﺔ‪ ،‬ﺇﻻ ﺃﻨﻪ ﺴﺭﻋﺎﻥ ﻤﺎ ﻴﻜﺘﺸﻑ ﺃﻥ ﻜل ﺍﻝﻤﺯﺍﻴﺎ ﺍﻝﺘﻲ ﺃﻝﺼﻘﻬﺎ ﺍﻹﻋﻼﻥ‬
‫ﺒﺎﻝﺴﻠﻌﺔ ﻻ ﻭﺠﻭﺩ ﻝﻬﺎ ﺍﻝﺒﺘﺔ‪ ،‬ﻭﺃﻥ ﺍﻷﻤﺭ ﻤﺠﺭﺩ ﺨﺩﺍﻉ ﻭﺘﻀﻠﻴل ﺍﻝﻬﺩﻑ ﻤﻨﻪ ﻫـﻭ‬
‫ﺘﺭﻭﻴﺞ ﺍﻝﻤﻨﺘﺞ ﺍﻝﻤﻌﻠﻥ ﻋﻨﻪ ﻻ ﺃﻜﺜﺭ ﻤﻥ ﺫﻝﻙ‪ ،‬ﻭﺃﺤﻴﺎﻨﹰﺎ ﻴﺼﻴﺭ ﺍﻷﻤﺭ ﺃﺴﻭﺃ ﻤﻥ ﻫﺫﺍ‬
‫ﻭﺫﻝﻙ ﻋﻨﺩﻤﺎ ﻴﺘﻀﺢ ﺃﻥ ﺍﻹﻋﻼﻥ ﻤﻥ ﺃﻭﻝﻪ ﺇﻝﻰ ﺁﺨﺭﻩ ﻜﺎﺫﺒﹰﺎ ﻭﺃﻨﻪ ﻤﺠـﺭﺩ ﻋﻤﻠﻴـﺔ‬
‫ﻨﺼﺏ ﻋﻠﻰ ﺍﻝﺠﻤﻬﻭﺭ)‪.(١٥٢‬‬
‫ﻫﺫﻩ ﻫﻲ ﺃﻫﻡ ﺍﻝﻤﺂﺨﺫ ﻭﺍﻻﻨﺘﻘﺎﺩﺍﺕ ﺍﻝﻤﻭﺠﻬﺔ ﻝﻺﻋـﻼﻥ ﻭﺍﻝﺘـﻲ ﻴﻁﺭﺤﻬـﺎ‬
‫ﻤﻌﺎﺭﻀﻭﻩ‪ ،‬ﻭﻫﻲ ﻓﻲ ﺭﺃﻴﻬﻡ ﻜﻔﻴﻠﺔ ﺒﺄﻥ ﺘﺤﺩ ﻤﻥ ﺃﻱ ﺩﻭﺭ ﺇﻴﺠﺎﺒﻲ ﻝﻺﻋﻼﻥ‪ ،‬ﻭﻓﻲ‬
‫ﻭﺍﻗﻊ ﺍﻷﻤﺭ ﻓﺈﻨﻨﻲ ﻻ ﺍﺘﻔﻕ ﻤﻊ ﺃﻏﻠﺏ ﻤﺎ ﻁﺭﺡ ﻤﻥ ﻨﻘﺎﻁ ﺴﻠﺒﻴﺔ ﺤﻭل ﺍﻹﻋـﻼﻥ‪،‬‬
‫‪Copyright © 2017.‬‬
‫‪copyright law.‬‬

‫‪-٥٠-‬‬

‫‪EBSCO Publishing : eBook Arabic Collection Trial - printed on 4/4/2020 5:45 PM via MINISTÈRE DE L''EDUCATION‬‬
‫‪NATIONALE, DE LA FORMATION PROFESSIONNELLE‬‬
‫; ‪AN: 1945112‬‬ ‫;‪.‬‬
‫‪Account: ns063387‬‬
‫‪. All rights reserved. May not be reproduced in any form without permission from the publisher, except fair uses permitted under U.S. or applicable‬‬

‫ﻭﺇﻥ ﻜﻨﺕ ﺍﻋﺘﻘﺩ ﺃﻥ ﺒﻌﻀﻬﺎ ﺒﻪ ﺸﻴﺌﹰﺎ ﻤﻥ ﺍﻝﺼﻭﺍﺏ‪ ،‬ﺇﻻ ﺃﻥ ﺍﻷﻤـﻭﺭ ﻻ ﻴﻨﺒﻐـﻲ‬

‫ﺍﻝﻨﻅﺭ ﺇﻝﻴﻬﺎ ﺒﻬﺫﻩ ﺍﻝﻜﻴﻔﻴﺔ ﻭﻤﻥ ﺯﺍﻭﻴﺔ ﻭﺍﺤﺩﺓ‪ ،‬ﻓﻠﻺﻋﻼﻥ ﺃﻫﺩﺍﻑ ﻭﻭﻅﺎﺌﻑ ﺇﻴﺠﺎﺒﻴﺔ‬
‫ﻴﺅﺩﻴﻬﺎ ﻓﻲ ﺍﻝﻤﺠﺘﻤﻊ‪ ،‬ﻭﻤﺤﺎﺴﻥ‪ ،‬ﻝﻴﺱ ﺒﺎﻹﻤﻜﺎﻥ ﺇﻨﻜﺎﺭﻫﺎ ﺃﻭ ﺘﺠﺎﻫﻠﻬﺎ‪ ،‬ﻭﺇﻥ ﻜـﺎﻥ‬
‫ﺜﻤﺔ ﻋﻴﺏ ﻓﻬﻭ ﻝﻴﺱ ﻓﻲ ﺍﻹﻋﻼﻥ ﻜﻨﺸﺎﻁ ﺍﺘﺼﺎﻝﻲ‪ -‬ﻤﺜﻠﻪ ﻜﻤﺜل ﺃﻱ ﻨﺸﺎﻁ ﺍﺘﺼﺎﻝﻲ‬
‫ﺁﺨﺭ‪ -‬ﻴﺘﻡ ﻤﻥ ﺨﻼﻝﻪ ﺘﻘﺩﻴﻡ ﺭﺴﺎﻝﺔ ﻤﻌﻴﻨﺔ‪ ،‬ﻭﻝﻜﻥ ﺍﻝﻌﻴﺏ ﻓﻲ ﺍﻝﻁﺭﻴﻘﺔ ﺍﻝﺘﻲ ﺘﻘـﺩﻡ‬
‫ﺒﻬﺎ ﺒﻌﺽ ﺍﻹﻋﻼﻨﺎﺕ ﻓﻲ ﻭﺴﺎﺌل ﺍﻹﻋﻼﻡ ﺍﻝﻤﺨﺘﻠﻔﺔ ﻭﻓﻲ ﺍﻷﺴﺎﻝﻴﺏ ﺍﻝﺘﻲ ﺴﺘﺨﺩﻤﻬﺎ‬
‫ﻤﺼﻤﻤﻭﺍ ﺍﻹﻋﻼﻨﺎﺕ ﻹﻅﻬﺎﺭ ﻤﺎ ﻴﺭﻭﺠﻭﻩ ﺒﻪ ﺒﺸﻜل ﻤﺜﻴﺭ ﻭﺠﺫﺍﺏ‪ ،‬ﻭﻓﻲ ﺍﻝﻤﻘﺎﺒل‬
‫ﻓﺈﻥ ﻫﺫﺍ ﻻ ﻴﻌﻨﻲ ﺍﻨﺤﻴﺎﺯﻨﺎ ﺍﻝﻤﻁﻠﻕ ﻝﻜل ﻤﺎ ﻴﻘﺩﻡ ﻤﻥ ﺨﻼل ﻫﺫﺍ ﺍﻝﻨﺸﺎﻁ ﺍﻻﺘﺼﺎﻝﻲ‪،‬‬
‫ﻓﺒﻘﺩﺭ ﻤﺎ ﻨﺅﻴﺩ ﻀﺭﻭﺭﺓ ﻭﺠﻭﺩ ﺍﻹﻋﻼﻥ ﻓﻲ ﺍﻝﻤﺠﺘﻤﻊ ﻜﻨﺸﺎﻁ ﺍﺘﺼـﺎﻝﻲ ﻴـﺅﺩﻱ‬
‫ﻭﻅﺎﺌﻑ ﻫﺎﻤﺔ ﻭﻴﻘﺩﻡ ﺨﺩﻤﺎﺕ ﻤﺘﻨﻭﻋﺔ ﻭﻀﺭﻭﺭﻴﺔ ﻷﻓﺭﺍﺩ ﺍﻝﻤﺠﺘﻤﻊ‪ ،‬ﻓﺈﻨﻨﺎ ﻓﻲ ﺫﺍﺕ‬
‫ﺍﻝﻭﻗﺕ ﻨﺭﻯ ﺃﻨﻪ ﻝﻜﻲ ﻴﻜﻭﻥ ﺍﻹﻋﻼﻥ ﻨﺎﻓﻌﹰﺎ ﻭﻤﺅﺩﻴﹰﺎ ﻝﻭﻅﺎﺌﻔﻪ ﺒﺸﻜل ﺇﻴﺠﺎﺒﻲ ﻭﻤﻔﻴﺩﹰﺍ‬
‫ﻝﻠﻤﺠﺘﻤﻊ‪ ،‬ﻓﺈﻥ ﻴﻨﺒﻐﻲ ﺃﻥ ﻴﺭﺍﻋﻲ ﺍﻝﻘﺎﺌﻤﻴﻥ ﻋﻠﻴﻪ ﻋﺩﺩﹰﺍ ﻤﻥ ﺍﻝﻤﻌﺎﻴﻴﺭ ﺍﻝﻬﺎﻤﺔ ﺍﻝﺘـﻲ‬
‫ﻴﺠﺏ ﺇﺨﻀﺎﻋﻪ ﻝﻬﺎ‪ ،‬ﻭﻤﻥ ﺫﻝﻙ ﻴﺠﺏ ﺃﻥ ﻴﻜﻭﻥ ﺍﻹﻋﻼﻥ ﺼﺎﺩﻗﹰﺎ ﻓﻴﻤﺎ ﻴﻘﺩﻤﻪ ﻤـﻥ‬
‫ﻭﻋﻭﺩ ﻭﺃﻥ ﻴﻜﻭﻥ ﺃﻤﻴﻨﹰﺎ ﻓﻲ ﺫﻝﻙ‪.‬‬
‫ﻭﺃﻥ ﺘﻜﻭﻥ ﺍﻝﻤﻌﻠﻭﻤﺎﺕ ﺍﻝﺘﻲ ﻴﺘﻀﻤﻨﻬﺎ ﻜﺎﻤﻠﺔ ﻭﻭﺍﻀﺤﺔ ﺒﻌﻴﺩﺓ ﻋﻥ ﺍﻝﻐﻤﻭﺽ‬
‫ﻭﺍﻝﺘﻔﺴﻴﺭﺍﺕ ﺍﻝﻤﺨﺘﻠﻔﺔ‪ ،‬ﻭﺃﻥ ﻴﺤﺎﻓﻅ ﻋﻠﻰ ﻤﺒﺎﺩﺉ ﺍﻝﻤﺠﺘﻤﻊ ﻭﻗﻴﻤﻪ ﻭﺃﺨﻼﻗﻪ ﻭﺁﺩﺍﺒﻪ‪،‬‬
‫ﻭﺃﻻ ﻴﻜﻭﻥ ﻫﻤﻪ ﻓﻘﻁ ﺘﺴﻭﻴﻕ ﺍﻝﺴﻠﻊ ﻭﺍﻝﺨﺩﻤﺎﺕ ﺃﻴﹰﺎ ﻜﺎﻨﺕ ﻨﻭﻋﻬﺎ ﻭﺍﻝﺘﺭﻭﻴﺞ ﻝﻬﺎ ﺒﺄﻴﺔ‬
‫ﻁﺭﻴﻘﺔ ﻭﺇﺜﺎﺭﺓ ﺍﻝﻨﺎﺱ ﻻﻗﺘﻨﺎﺌﻬﺎ‪ ،‬ﻭﻝﻜﻥ ﻋﻠﻴﻪ ﺃﻥ ﻴﻁﺭﺡ ﻓﻘﻁ ﻤﺎ ﻴﺤﺘﺎﺝ ﺇﻝﻴﻪ ﺍﻝﻨﺎﺱ‬
‫ﺍﺤﺘﻴﺎﺠﹰﺎ ﺤﻘﻴﻘﻴﺎﹰ‪ ،‬ﻤﺭﺍﻋﻴﹰﺎ ﻓﻲ ﺫﻝﻙ ﻅﺭﻭﻑ ﺍﻝﻤﺠﺘﻤﻊ ﺍﻻﻗﺘﺼﺎﺩﻱ ﻭﺃﻭﻝﻭﻴﺎﺘـﻪ‪ ،‬ﻭﺃﻥ‬
‫ﻴﺒﺘﻌﺩ ﻋﻥ ﺍﻝﺴﻁﺤﻴﺔ ﻭﺍﻹﺴﻔﺎﻑ ﻭﺇﺜﺎﺭﺓ ﺍﻝﻐﺭﺍﺌﺯ‪ ،‬ﻭﺃﻥ ﻴﺘﺠﻨﺏ ﺍﻝﺘﻘﻠﻴﺩ ﻭﺍﻝﻨﻘل ﻋـﻥ‬
‫ﺍﻝﻤﺠﺘﻤﻌﺎﺕ ﺍﻷﺨﺭﻯ ﺍﻝﺘﻲ ﺘﺨﺘﻠﻑ ﺜﻘﺎﻓﻴﹰﺎ ﻭﺃﺨﻼﻗﻴﹰﺎ ﻤﻊ ﻤﺠﺘﻤﻌـﻪ‪ ،‬ﻭﺃﻥ ﻴﺭﺍﻋـﻲ‬
‫ﺤﺩﻭﺩ ﺜﻘﺎﻓﺔ ﺍﻝﻤﺠﺘﻤﻊ ﻭﺇﻤﻜﺎﻨﻴﺎﺕ ﺃﻓﺭﺍﺩﻩ‪ ،‬ﻭﺃﻥ ﻴﺭﻜﺯ ﻋﻠﻰ ﻤﺎ ﻫﻭ ﻤﻔﻴﺩ ﻝﻬﻡ‪ ،‬ﻭﺃﻻ‬
‫ﻴﻌﻤل ﻋﻠﻰ ﻨﺸﺭ ﺜﻘﺎﻓﺔ ﺍﻻﺴﺘﻬﻼﻙ‪ ،‬ﻭﺃﻥ ﻴﺴﺎﻫﻡ ﻓـﻲ ﻨﺸـﺭ ﻭﻏـﺭﺱ ﺍﻝﻌـﺎﺩﺍﺕ‬
‫‪Copyright © 2017.‬‬
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‫‪-٥١-‬‬

‫‪EBSCO Publishing : eBook Arabic Collection Trial - printed on 4/4/2020 5:45 PM via MINISTÈRE DE L''EDUCATION‬‬
‫‪NATIONALE, DE LA FORMATION PROFESSIONNELLE‬‬
‫; ‪AN: 1945112‬‬ ‫;‪.‬‬
‫‪Account: ns063387‬‬
‫‪. All rights reserved. May not be reproduced in any form without permission from the publisher, except fair uses permitted under U.S. or applicable‬‬

‫ﺍﻝﺼﺤﻴﺔ ﻝﻠﻤﺠﺘﻤﻊ ﻤﻥ ﺨﻼل ﻤﺎ ﻴﻘﺩﻤﻪ ﻤﻥ ﺘﻭﻋﻴﺔ ﻭﺇﺭﺸﺎﺩ ﻭﻨﺼﺢ ﻓﻲ ﺍﻝﻤﺠﺎﻻﺕ‬

‫ﺍﻝﻤﺨﺘﻠﻔﺔ ﺒﻤﺎ ﻴﺴﺎﻋﺩ ﻋﻠﻰ ﺭﻗﻴﻪ ﻭﺘﻁﻭﺭﻩ‪.‬‬
‫ﻭﻝﺘﺤﻘﻴﻕ ﺫﻝﻙ ﻓﺈﻥ ﻴﺼﻴﺭ ﻤﻥ ﺍﻝﻀﺭﻭﺭﻱ ﻭﻀﻊ ﺍﻝﻀﻭﺍﺒﻁ ﻭﺍﻝﺘﺸـﺭﻴﻌﺎﺕ‬
‫ﺍﻝﻼﺯﻤﺔ ﺍﻝﺘﻲ ﺘﺭﺴﻡ ﺤﺩﻭﺩ ﻝﻺﻋﻼﻥ ﻭﺘﺒﻴﻥ ﻤﺎ ﻝﻪ ﻭﻤـﺎ ﻋﻠﻴـﻪ ﺒﺸـﻜل ﻭﺍﻀـﺢ‬
‫ﻭﺼﺭﻴﺢ ﻭﺩﻗﻴﻕ‪ ،‬ﺒﻤﺎ ﻴﻜﻔل ﻋﺩﻡ ﺨﺭﻭﺝ ﺍﻹﻋﻼﻨﺎﺕ ﻋﻥ ﻤﺒﺩﺃ ﺍﻝﻠﻴﺎﻗﺔ‪ ،‬ﻭﻴﻠﺯﻤﻬـﺎ‬
‫ﺒﺄﻥ ﺘﻌﻤل ﻀﻤﻥ ﻤﺴﺎﺤﺔ ﺘﻌﺭﻓﻬﺎ ﻤﺴﺒﻘﺎﹰ‪ ،‬ﻭﺘﺘﻤﻜﻥ ﻓﻲ ﺇﻁﺎﺭﻫﺎ ﻤﻥ ﺃﺩﺍﺀ ﺩﻭﺭﻫـﺎ‬
‫ﺍﻝﻤﻨﻭﻁ ﺒﻬﺎ‪ ،‬ﻭﺍﻀﻌﺔ ﻓﻲ ﺍﻋﺘﺒﺎﺭﻫﺎ ﻤﺼﻠﺤﺔ ﺍﻝﻤﺠﺘﻤﻊ ﺍﻝﻌﻠﻴـﺎ ﺍﻝﺘـﻲ ﻻ ﻴﻨﺒﻐـﻲ‬
‫ﺍﻝﻤﺴﺎﺱ ﺒﻬﺎ ﻭﺨﺭﻗﻬﺎ ﺘﺤﺕ ﺃﻴﺔ ﻤﺒﺭﺭﺍﺕ‪ ،‬ﻭﻻ ﺒﺄﺱ ﺃﻴﻀﹰﺎ ﻤﻥ ﻭﻀـﻊ ﻤﻭﺍﺜﻴـﻕ‬
‫ﻭﺘﺸﺭﻴﻌﺎﺕ ﺩﻭﻝﻴﺔ ﺘﺤﻜﻡ ﻁﺒﻴﻌﺔ ﻋﻤل ﺍﻹﻋﻼﻥ ﻜﻨﺸﺎﻁ ﺍﺘﺼﺎﻝﻲ ﻝﻪ ﺃﺒﻌﺎﺩﻩ ﺍﻝﺩﻭﻝﻴﺔ‪،‬‬
‫ﻋﻠﻰ ﺃﻻ ﻴﺘﻌﺎﺭﺽ ﺫﻝﻙ ﻤﻊ ﺨﺼﻭﺼﻴﺎﺕ ﻜل ﻤﺠﺘﻤﻊ ﻭﺤﻘﻪ ﻓﻲ ﺍﻝﻤﺤﺎﻓﻅﺔ ﻋﻠـﻰ‬
‫ﻗﻴﻤﺔ ﻭﺃﺨﻼﻗﻪ ﻭﻤﺒﺎﺩﺌﻪ ﻭﺍﺘﺠﺎﻫﺎﺘﻪ ﺍﻻﻗﺘﺼﺎﺩﻴﺔ ﻭﺍﻝﺴﻴﺎﺴﻴﺔ‪ ،‬ﺒل ﺃﻥ ﻭﻀـﻊ ﻫـﺫﻩ‬
‫ﺍﻝﺘﺸﺭﻴﻌﺎﺕ ﺍﻝﺩﻭﻝﻴﺔ ﻝﻺﻋﻼﻥ ﺇﻝﻰ ﻏﻭل ﻴﻬﺩﺩ ﻜﻴﺎﻥ ﻤﺠﺘﻤﻌـﺎﺕ ﺍﻝﻌـﺎﻝﻡ ﺍﻝﺜﺎﻝـﺙ‬
‫ﺍﻗﺘﺼﺎﺩﻴﹰﺎ ﻭﺍﺠﺘﻤﺎﻋﻴﹰﺎ ﻭﻨﻔﺴﻴﹰﺎ ﻭﺴﻴﺎﺴﻴﹰﺎ‪.‬‬
‫‪Copyright © 2017.‬‬
‫‪copyright law.‬‬

‫‪-٥٢-‬‬

‫‪EBSCO Publishing : eBook Arabic Collection Trial - printed on 4/4/2020 5:45 PM via MINISTÈRE DE L''EDUCATION‬‬
‫‪NATIONALE, DE LA FORMATION PROFESSIONNELLE‬‬
‫; ‪AN: 1945112‬‬ ‫;‪.‬‬
‫‪Account: ns063387‬‬
‫‪. All rights reserved. May not be reproduced in any form without permission from the publisher, except fair uses permitted under U.S. or applicable‬‬

‫ﺍﻝﻬﻭﺍﻤﺵ‬

‫‪ (١‬ﺘﻜﺭﺭﺕ ﻜﻠﻤﺔ ﺍﻹﻋﻼﻥ ﻭﻤﺸﺘﻘﺎﺘﻬﺎ ﻓﻲ ﺍﻝﻘﺭﺁﻥ ﺍﻝﻜﺭﻴﻡ ﺴﺕ ﻋﺸﺭﺓ ﻤﺭﺓ‪ ،‬ﺍﻨﻅﺭ ﻓـﻲ‬
‫ﺫﻝﻙ‪ :‬ﺴﺎﻤﻲ ﺍﻝﺸﺭﻴﻑ‪ ،‬ﺍﻹﻋﻼﻥ ﺍﻝﺘﻠﻴﻔﺯﻴﻭﻨﻲ ﺍﻷﺴﺱ ﻭﺍﻝﻤﺒﺎﺩﺉ ﻤﻊ ﺍﻝﺘﻁﺒﻴﻕ ﻋﻠﻰ ﺍﻝﺘﻠﻴﻔﺯﻴﻭﻥ‬
‫ﺍﻝﺴﻌﻭﺩﻱ‪)،‬ﺍﻝﻘﺎﻫﺭﺓ‪ :‬ﺩﺍﺭ ﺍﻝﻭﺯﺍﻥ ﻝﻠﻁﺒﺎﻋﺔ ﻭﺍﻝﻨﺸﺭ‪١٩٩٠ ،‬ﻡ(‪ ،‬ﺹ‬
‫‪ (٢‬ﺴﻭﺭﺓ ﻨﻭﺡ‪ ،‬ﺍﻵﻴﺔ ‪٩‬‬
‫‪ (٣‬ﺴﻭﺭﺓ ﺍﻝﻨﻤل‪ ،‬ﺍﻵﻴﺔ ‪٧٤‬‬
‫‪ (٤‬ﺴﻭﺭﺓ ﺇﺒﺭﺍﻫﻴﻡ‪،‬ﺍﻵﻴﺔ ‪٣٨‬‬
‫‪ (٥‬ﺴﻭﺭﺓ ﺍﻝﻨﺤل‪ ،‬ﺍﻵﻴﺔ ‪١٩‬‬
‫‪ (٦‬ﻤﺤﻤﺩ ﻤﺭﺘﻀﻰ ﺍﻝﺯﺒﻴﺩﻱ‪ ،‬ﺘﺎﺝ ﺍﻝﻌﺭﻭﺱ ﻤﻥ ﺠﻭﺍﻫﺭ ﺍﻝﻘﺎﻤﻭﺱ‪)،‬ﺒﻴﺭﻭﺕ‪ :‬ﺩﺍﺭ ﻤﻜﺘﺒﺔ‬
‫ﺍﻝﺤﻴﺎﺓ‪ ،‬ﺏ‪ .‬ﺕ(‪ ،‬ﺹ‪.٣٨٠‬‬
‫‪ (٧‬ﻤﺠﻤﻊ ﺍﻝﻠﻐﺔ ﺍﻝﻌﺭﺒﻴﺔ‪ ،‬ﺍﻝﻤﻌﺠﻡ ﺍﻝﻭﺴﻴﻁ‪ ،‬ﺍﻝﺠﺯﺀ ﺍﻝﺜﺎﻨﻲ‪ ،‬ﻁ ‪) ،٣‬ﺍﻝﻘﺎﻫﺭﺓ‪،(١٩٨٥ :‬‬
‫ﺹ ‪.٦٤٨ ،٦٤٧‬‬
‫‪(٨‬ﺠﻤﺎﻋﺔ ﻤﻥ ﻜﺒﺎﺭ ﺍﻝﻠﻐﻭﻴﻴﻥ ﺍﻝﻌﺭﺏ‪ ،‬ﺍﻝﻤﻌﺠﻡ ﺍﻝﻌﺭﺒﻲ ﺍﻷﺴﺎﺴﻲ )ﺘـﻭﻨﺱ‪ :‬ﺍﻝﻤﻨﻅﻤـﺔ‬
‫ﺍﻝﻌﺭﺒﻴﺔ ﻝﻠﺘﺭﺒﻴﺔ ﻭﺍﻝﻌﻠﻭﻡ‪ ،(١٩٨٩)،‬ﺹ‪.٨٦٢‬‬
‫‪ (٩‬ﺃﺤﻤﺩ ﺯﻜﻲ ﺒﺩﻭﻱ‪ ،‬ﻤﻌﺠﻡ ﻤﺼـﻁﻠﺤﺎﺕ ﺍﻹﻋـﻼﻡ‪ ،‬ﻁ‪) ،٢‬ﺍﻝﻘـﺎﻫﺭﺓ‪ :‬ﺩﺍﺭ ﺍﻝﻜﺘـﺎﺏ‬
‫ﺍﻝﻤﺼﺭﻱ‪ ،‬ﺒﻴﺭﻭﺕ‪ ،‬ﺩﺍﺭ ﺍﻝﻜﺘﺎﺏ ﺍﻝﻠﺒﻨﺎﻨﻲ‪ ١٩٩٤ ،‬ﻡ(‪ ،‬ﺹ‪.١٢‬‬
‫ﻤﻨﺼﻭﺭ ﻓﻬﻤﻲ‪ ،‬ﺇﺩﺍﺭﺓ ﺍﻹﻋﻼﻥ‪ ،‬ﻁ‪) ،٢‬ﺍﻝﻘﺎﻫﺭﺓ‪ :‬ﺩﺍﺭ ﺍﻝﻨﻬﻀـﺔ ﺍﻝﻌﺭﺒﻴـﺔ‬ ‫‪(١٠‬‬
‫ﻝﻠﻨﺸﺭ‪١٩٨٢،‬ﻡ(‪ ،‬ﺹ‪.٣٤‬‬
‫ﺨﻠﻴل ﺼﺎﺒﺎﺕ‪ ،‬ﺍﻹﻋﻼﻥ‪ :‬ﺘﺎﺭﻴﺨﻪ ﺃﺴﺴﻪ ﻭﻗﻭﺍﻋﺩﻩ – ﻓﻨﻭﻨﻪ ﻭﺃﺨﻼﻗﻴﺎﺘـﻪ‪،‬‬ ‫‪(١١‬‬
‫ﻁ‪) ،٣‬ﺍﻝﻘﺎﻫﺭﺓ‪ :‬ﻤﻜﺘﺒﺔ ﺍﻷﻨﺠﻠﻭ ﺍﻝﻤﺼﺭﻴﺔ‪ ،(١٩٩٧ ،‬ﺹ‪.٩‬‬
‫ﻋﻠﻲ ﺍﻝﺴﻠﻤﻲ‪ ،‬ﺍﻹﻋﻼﻥ‪) ،‬ﺍﻝﻘﺎﻫﺭﺓ‪ :‬ﻤﻜﺘﺒـﺔ ﻏﺭﻴـﺏ‪ ،‬ﺏ‪ .‬ﺕ (‪ ،‬ﺹ‪،١٠‬‬ ‫‪(١٢‬‬
‫‪.١١‬‬
‫ﻤﻨﻰ ﺍﻝﺤﺩﻴﺩﻱ‪ ،‬ﺍﻹﻋﻼﻥ‪ ،‬ﻁ‪) ،١‬ﺍﻝﻘﺎﻫﺭﺓ‪ :‬ﺍﻝـﺩﺍﺭ ﺍﻝﻤﺼـﺭﻴﺔ ﺍﻝﻠﺒﻨﺎﻨﻴـﺔ‪،‬‬ ‫‪(١٣‬‬
‫‪ ،(١٩٩٩‬ﺹ‪.١٨‬‬
‫‪Copyright © 2017.‬‬
‫‪copyright law.‬‬

‫‪-٥٣-‬‬

‫‪EBSCO Publishing : eBook Arabic Collection Trial - printed on 4/4/2020 5:45 PM via MINISTÈRE DE L''EDUCATION‬‬
‫‪NATIONALE, DE LA FORMATION PROFESSIONNELLE‬‬
‫; ‪AN: 1945112‬‬ ‫;‪.‬‬
‫‪Account: ns063387‬‬
‫‪. All rights reserved. May not be reproduced in any form without permission from the publisher, except fair uses permitted under U.S. or applicable‬‬

‫ﻤﺤﻤﻭﺩ ﻋﺴﺎﻑ‪ ،‬ﺃﺼﻭل ﺍﻹﻋﻼﻥ‪ ،‬ﻁ‪) ،٢‬ﺍﻝﻘﺎﻫﺭﺓ‪ :‬ﻤﻜﺘﺒﺔ ﻋﻴﻥ ﺸـﻤﺱ‪،‬‬ ‫‪(١٤‬‬
‫ﺏ‪ .‬ﺕ( ﺹ‪.٣٥ ،٣٤‬‬
‫ﺍﻝﻤﺭﺠﻊ ﺍﻝﺴﺎﺒﻕ‪ ،‬ﺹ‪.٣٥‬‬ ‫‪(١٥‬‬
‫ﻤﺤﻤﺩ ﺃﺤﻤﺩ ﺍﻝﻤﺼﺭﻱ‪ ،‬ﺍﻹﻋﻼﻥ‪) ،‬ﺍﻹﺴﻜﻨﺩﺭﻴﺔ‪ :‬ﻤﺅﺴﺴﺔ ﺸﺒﺎﺏ ﺍﻝﺠﺎﻤﻌﺔ‪،‬‬ ‫‪(١٦‬‬
‫‪٢٠٠٠‬ﻡ(‪ ،‬ﺹ‪.١١‬‬
‫ﻤﺤﻤﺩ ﺠﻭﺩﺕ ﻨﺎﺼﺭ‪ ،‬ﺍﻝﺩﻋﺎﻴﺔ ﻭﺍﻹﻋﻼﻥ ﻭﺍﻝﻌﻼﻗـﺎﺕ ﺍﻝﻌﺎﻤـﺔ‪) ،‬ﻋﻤـﺎﻥ‪:‬‬ ‫‪(١٧‬‬
‫ﻤﺠﺩﻻﻭﻱ ﻝﻠﻨﺸﺭ(‪ ،‬ﺹ‪.١٠٢‬‬
‫ﻨﺎﺠﻰ ﺍﻝﻤﻌﻼ‪ ،‬ﺍﻷﺼﻭل ﺍﻝﻌﻠﻤﻴﺔ ﻝﻠﺘﺭﻭﻴﺞ ﺍﻝﺘﺠﺎﺭﻱ ﻭﺍﻹﻋـﻼﻥ‪) ،‬ﻋﻤـﺎﻥ‪:‬‬ ‫‪(١٨‬‬
‫‪ ،(١٩٩٦‬ﺹ‪.٢٦٨‬‬
‫ﻤﺤﻤﺩ ﺭﻓﻴﻕ ﺍﻝﺒﺭﻗﻭﻗﻲ ﻭﺁﺨﺭﻭﻥ‪ ،‬ﻓﻥ ﺍﻝﺒﻴﻊ ﻭﺍﻹﻋﻼﻥ‪) ،‬ﺍﻝﻘﺎﻫﺭﺓ‪ :‬ﺍﻝﻘﺎﻫﺭﺓ‬ ‫‪(١٩‬‬
‫ﻝﻠﻁﺒﺎﻋﺔ‪،‬ﺏ‪ .‬ﺕ(‪ ،‬ﺹ‪.١١‬‬
‫ﻤﻨﺼﻭﺭ ﻓﻬﻤﻲ‪ ،‬ﺇﺩﺍﺭﺓ ﺍﻹﻋﻼﻥ‪ ،‬ﻤﺭﺠﻊ ﺴﺎﺒﻕ ‪ ،‬ﺹ‪.٣٤‬‬ ‫‪(٢٠‬‬
‫ﻤﺤﻤﺩ ﻋﻠﻲ ﺍﻷﺸﻬﺏ‪ ،‬ﺃﺩﺍﺭﺓ ﺍﻹﻋـﻼﻥ‪ ،‬ﻁ‪) ، ١‬ﺍﻝﻘـﺎﻫﺭﺓ‪ :‬ﻤﻁﺒﻌـﺔ ﺩﺍﺭ‬ ‫‪(٢١‬‬
‫ﺍﻝﺘﺄﻝﻴﻑ‪ ،(١٩٧٦ ،‬ﺹ‪.٢٩‬‬
‫ﺨﻠﻴل ﺼـﺎﺒﺎﺕ‪ ،‬ﺍﻹﻋـﻼﻥ ‪ :‬ﺘﺎﺭﻴﺨـﻪ – ﺃﺴﺴـﻪ ﻭﻗﻭﺍﻋـﺩﻩ – ﻓﻨﻭﻨـﻪ‬ ‫‪(٢٢‬‬
‫ﻭﺃﺨﻼﻗﻴﺎﺘﻪ‪ ،‬ﻤﺭﺠﻊ ﺴﺎﺒﻕ‪ ،‬ﺹ‪.١٠‬‬
‫‪C.A.‬‬ ‫‪Kirkpatrick,‬‬ ‫‪Advertising:‬‬ ‫‪Mass‬‬ ‫‪(٢٣‬‬
‫‪communication in marketing, "houghton Mifflin company, boston,‬‬
‫‪1959", pp. 5-6.‬‬
‫‪Kenneth A. Long Man, Advertising, "Harcourt‬‬ ‫‪(٢٤‬‬
‫‪Brace Jovanovich, New york, 1971", p. 18.‬‬
‫‪Craw Ford, J. W. Advertising,: Communication For‬‬ ‫‪(٢٥‬‬
‫‪Management, Boston: Allyn and Bacon, 1960, p.4.‬‬
‫ﻨﺒﻴل ﺍﻝﺤﺴﻴﻨﻲ ﺍﻝﻨﺠﺎﺭ‪ ،‬ﺍﻷﺼﻭل ﺍﻝﻌﻠﻤﻴﺔ ﻝﻠﺘﺴـﻭﻴﻕ ﻭﺍﻝﺒﻴـﻊ ﻭﺍﻹﻋـﻼﻥ‪،‬‬ ‫‪(٢٦‬‬
‫)ﺍﻝﻘﺎﻫﺭﺓ‪ :‬ﻤﻜﺘﺒﺔ ﻋﻴﻥ ﺸﻤﺱ‪ ،(١٩٩١ ،‬ﺹ‪.٣٢١‬‬
‫ﻁﺎﻫﺭ ﻤﺭﺴﻲ‪ ،‬ﻓﻥ ﺍﻹﻋﻼﻥ ﻭﺘﺨﻁﻴﻁ ﺍﻝﺤﻤﻼﺕ ﺍﻹﻋﻼﻨﻴﺔ‪) ،‬ﺍﻝﻘـﺎﻫﺭﺓ‪ :‬ﺩﺍﺭ‬ ‫‪(٢٧‬‬
‫ﺍﻝﻨﻬﻀﺔ ﺍﻝﻌﺭﺒﻴﺔ‪ ،(١٩٩٣ ،‬ﺹ‪.٨‬‬
‫ﻤﻨﺼﻭﺭ ﻓﻬﻤﻲ‪ ،‬ﺇﺩﺍﺭﺓ ﺍﻹﻋﻼﻥ‪ ،‬ﻤﺭﺠﻊ ﺴﺎﺒﻕ‪ ،‬ﺹ‪.٤٧‬‬ ‫‪(٢٨‬‬
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‫‪EBSCO Publishing : eBook Arabic Collection Trial - printed on 4/4/2020 5:45 PM via MINISTÈRE DE L''EDUCATION‬‬
‫‪NATIONALE, DE LA FORMATION PROFESSIONNELLE‬‬
‫; ‪AN: 1945112‬‬ ‫;‪.‬‬
‫‪Account: ns063387‬‬
‫‪. All rights reserved. May not be reproduced in any form without permission from the publisher, except fair uses permitted under U.S. or applicable‬‬

‫ﻤﺤﻤﺩ ﻋﺼﺎﻡ ﺍﻝﻤﺼﺭﻱ‪ ،‬ﻤﺤﺎﻀﺭﺍﺕ ﻓﻲ ﺒﺤﻭﺙ ﺍﻝﺘﺴـﻭﻴﻕ ﻭﺍﻹﻋـﻼﻥ‪-‬‬ ‫‪(٢٩‬‬

‫ﺍﻷﺴﺱ ﺍﻝﻌﻠﻤﻴﺔ ﻭﺍﻝﺘﻁﺒﻴﻕ‪) ،‬ﺍﻝﻘﺎﻫﺭﺓ‪ :‬ﻤﻜﺘﺒﺔ ﻋﻴﻥ ﺸﻤﺱ‪ ،‬ﺏ‪.‬ﺕ(‪ ،‬ﺹ‪.٣٦٨‬‬
‫ﻁﺎﺭﻕ ﺍﻝﺤﺎﺝ ﻭﺁﺨﺭﻭﻥ‪ ،‬ﺍﻝﺘﺴﻭﻴﻕ ﻤﻥ ﺍﻝﻤﻨـﺘﺞ ﺇﻝـﻰ ﺍﻝﻤﺴـﺘﻬﻠﻙ‪ ،‬ﻁ‪،٢‬‬ ‫‪(٣٠‬‬
‫)ﻋﻤﺎﻥ‪ :‬ﺩﺍﺭ ﺼﻔﺎﺀ ﻝﻠﻨﺸﺭ ﻭﺍﻝﺘﻭﺯﻴﻊ‪ ،(١٩٩٧ ،‬ﺹ‪.١٦٢‬‬
‫ﻋﺒﺩ ﺍﻝﺴﻼﻡ ﺃﺒﻭ ﻗﺤﻑ‪ ،‬ﻫﻨﺩﺴﺔ ﺍﻹﻋﻼﻥ ﻭﺍﻝﻌﻼﻗﺎﺕ ﺍﻝﻌﺎﻤـﺔ‪) ،‬ﺍﻝﻘـﺎﻫﺭﺓ‪:‬‬ ‫‪(٣١‬‬
‫ﻤﻜﺘﺒﺔ ﻭﻤﻁﺒﻌﺔ ﺍﻹﺸﻌﺎﻉ ﺍﻝﻔﻨﻴﺔ‪ ،‬ﺏ‪.‬ﺕ(‪ ،‬ﺹ‪.٢٢‬‬
‫ﺒﻴﺘﺭ ﺸﺎﻨﺩﻭﺭ‪ ،‬ﻋﻠﻡ ﻨﻔﺴﻙ ﺍﻹﻋﻼﻥ ﻭﺍﻝﻨﺸﺭ‪ ،‬ﺘﺭﺠﻤـﺔ‪ :‬ﺭﻤـﺯﻱ ﻴﺴـﻲ‪،‬‬ ‫‪(٣٢‬‬
‫ﻭﻋﺯﺕ ﻓﻬﻴﻡ ﺼﺎﻝﺢ‪) ،‬ﺍﻝﻘﺎﻫﺭﺓ‪ :‬ﺩﺍﺭ ﺍﻝﻔﻜﺭ ﺍﻝﻌﺭﺒﻲ‪ ،(١٩٦٤ ،‬ﺹ‪.١٠‬‬
‫‪Report of the Definitions Committee the Journal of‬‬ ‫‪(٣٣‬‬
‫‪Markiting, October, 1948.‬‬
‫ﻓﻴﺤﺴﻥ ﻤﺤﻤﺩ ﺨﻴﺭ ﺍﻝﺩﻴﻥ‪ ،‬ﺍﻻﺘﺼﺎﻻﺕ ﺍﻝﺘﺴﻭﻴﻘﻴﺔ‪ ،‬ﺍﻹﻋﻼﻥ‪) ،‬ﺍﻝﻘﺎﻫﺭﺓ‪ :‬ﻤﻜﺘﺒﺔ ﻋـﻴﻥ‬
‫ﺸﻤﺱ‪ ،(١٩٩٦ ،‬ﺹ‪.١٦ ،١٥‬‬
‫ﻤﺤﻤﺩ ﺴﻌﻴﺩ ﻋﺒﺩ ﺍﻝﻔﺘﺎﺡ‪ ،‬ﺇﺩﺍﺭﺓ ﺍﻝﺘﺴﻭﻴﻕ‪) ،‬ﺒﻴـﺭﻭﺕ‪ :‬ﺍﻝـﺩﺍﺭ ﺍﻝﺠﺎﻤﻌﻴـﺔ‬ ‫‪(٣٤‬‬
‫ﻝﻠﻁﺒﺎﻋﺔ ﻭﺍﻝﻨﺸﺭ‪ ،(١٩٩٢ ،‬ﺹ‪.٤٢٠‬‬
‫‪Zikmund, W., and Amico, M., Marketing, West‬‬ ‫‪(٣٥‬‬
‫‪publishing Co., St. paul, U. S. A., pp.116-118.‬‬
‫‪Park, W., and Zaltman, G. "Marketing‬‬ ‫‪(٣٦‬‬
‫‪Management", The Dryden press, New york, 1987, p. 412.‬‬
‫‪N, H, Borden and M.V. Marshall, Advertising‬‬ ‫‪(٣٧‬‬
‫‪Management. Text and Casses, Rihard D. lrwin, Home Wood,‬‬
‫‪1961. p.3.‬‬
‫ﻫﻨﺎﺀ ﻋﺒﺩ ﺍﻝﺤﻠﻴﻡ ﺴﻌﻴﺩ‪ ،‬ﺍﻹﻋﻼﻥ ﻭﺍﻝﺘﺭﻭﻴﺞ‪) ،‬ﺍﻝﻘﺎﻫﺭﺓ‪ :‬ﺍﻝﺸﺭﻜﺔ ﺍﻝﻌﺭﺒﻴـﺔ‬ ‫‪(٣٨‬‬
‫ﻝﻠﻨﺸﺭ ﻭﺍﻝﺘﻭﺯﻴﻊ‪ ،(١٩٩٥ ،‬ﺹ‪.٦٦‬‬
‫ﻁﺎﻫﺭ ﻤﻭﺴﻰ‪ ،‬ﻓﻥ ﺍﻹﻋﻼﻥ ﻭﺘﺨﻁﻴﻁ ﺍﻝﺤﻤﻼﺕ ﺍﻹﻋﻼﻨﻴﺔ‪) ،‬ﺍﻝﻘـﺎﻫﺭﺓ‪ :‬ﺩﺍﺭ‬ ‫‪(٣٩‬‬
‫ﺍﻝﻨﻬﻀﺔ ﺍﻝﻌﺭﺒﻴﺔ‪ ،(١٩٩٣ ،‬ﺹ‪.٨‬‬
‫ﺒﺴﺎﻡ ﻤﺤﻤﺩ ﺃﺒﻭ ﺨﻀﻴﺭ‪ ،‬ﺃﺴﺱ ﺍﻝﺘﺴﻭﻴﻕ ﻭﺍﻹﻋـﻼﻥ‪) ،‬ﺇﺭﺒـﺩ‪ ،‬ﺍﻷﺭﺩﻥ‪،‬‬ ‫‪(٤٠‬‬
‫ﻤﺭﻜﺯ ﺍﻝﺨﻭﺍﺭﺯﻤﻲ ﻝﻠﻜﻭﻤﺒﻴﻭﺘﺭ‪١٩٨٦ ،‬ﻡ(‪ ،‬ﺹ‪.٢١٥‬‬
‫‪S. W.. Dunn and A. M. Baraban, Advertising: Its‬‬ ‫‪(٤١‬‬
‫‪Role in Modern Marketing, 4th ed "I llionis the Dryden press,‬‬
‫‪1978", p.8.‬‬
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‫‪-٥٥-‬‬

‫‪EBSCO Publishing : eBook Arabic Collection Trial - printed on 4/4/2020 5:45 PM via MINISTÈRE DE L''EDUCATION‬‬
‫‪NATIONALE, DE LA FORMATION PROFESSIONNELLE‬‬
‫; ‪AN: 1945112‬‬ ‫;‪.‬‬
‫‪Account: ns063387‬‬
‫‪. All rights reserved. May not be reproduced in any form without permission from the publisher, except fair uses permitted under U.S. or applicable‬‬

‫ﻤﻨﻰ ﺍﻝﺤﺩﻴﺩﻱ‪ ،‬ﺍﻹﻋﻼﻥ‪ ،‬ﻤﺭﺠﻊ ﺴﺎﺒﻕ‪ ،‬ﺹ‪.٤٢ ،٤١ ،٤٠‬‬ ‫‪(٤٢‬‬

‫ﻨﺎﺩﻴﺔ ﺍﻝﻌﺎﺭﻑ‪ ،‬ﺍﻹﻋﻼﻥ‪) ،‬ﺍﻹﺴﻜﻨﺩﺭﻴﺔ‪١٩٩١ ،‬ﻡ(‪ ،‬ﺹ‪.٨ ،٧ ،٦‬‬ ‫‪(٤٣‬‬
‫ﻜﺫﻝﻙ‪ :‬ﻨﺎﺩﻴﺔ ﺍﻝﻌﺎﺭﻑ ﻭﻋﺒﺩ ﺍﻝﺴﻼﻡ ﺃﺒﻭ ﻗﺤﻑ‪ ،‬ﺍﻹﻋﻼﻥ ‪-‬ﺍﻷﺴﺱ ﺍﻝﻌﻠﻤﻴـﺔ‪ -‬ﺍﻷﺩﻝـﺔ‬
‫ﺍﻝﺘﻁﺒﻴﻘﻴﺔ‪ ،‬ﺒﻨﺎﺀ ﺍﻝﻤﻬﺎﺭﺍﺕ‪) ،‬ﺍﻹﺴﻜﻨﺩﺭﻴﺔ‪ :‬ﺍﻝﺩﺍﺭ ﺍﻝﺠﺎﻤﻌﻴﺔ‪ ،(١٩٩٣ ،‬ﺹ‪.٨ ،٧ ،٦‬‬
‫ﻜﺫﻝﻙ‪ :‬ﺇﺒﺭﺍﻫﻴﻡ ﺇﻤﺎﻡ‪ ،‬ﺍﻹﻋﻼﻥ ﺍﻹﺫﺍﻋﻲ ﻭﺍﻝﺘﻠﻴﻔﺯﻴﻭﻨﻲ‪) ،‬ﺍﻝﻘﺎﻫﺭﺓ‪ :‬ﺩﺍﺭ ﺍﻝﻔﻜﺭ ﺍﻝﻌﺭﺒـﻲ‪،‬‬
‫‪١٩٧٩‬ﻡ(‪ ،‬ﺹ‪.١٣٩‬‬
‫ﻤﺤﻤﺩ ﺍﻝﻭﻓﺎﺌﻲ‪ ،‬ﺍﻹﻋﻼﻥ‪) ،‬ﺍﻝﻘﺎﻫﺭﺓ‪ :‬ﻤﻜﺘﺒﺔ ﺍﻻﻨﺠﻠﻭ ﺍﻝﻤﺼﺭﻴﺔ‪،(١٩٨٩ ،‬‬ ‫‪(٤٤‬‬
‫ﺹ‪.٢٠ ،١٩‬‬
‫‪Frank presbrey, The History and Development Of‬‬ ‫‪(٤٥‬‬
‫‪Advertising, New york: Doubleday, 1992, pp.2-3‬‬
‫ﻓﻲ ﻤﺤﻤﺩ ﺍﻝﻭﻓﺎﺌﻲ‪ ،‬ﺍﻹﻋﻼﻥ‪ ،‬ﻤﺭﺠﻊ ﺴﺎﺒﻕ‪ ،‬ﺹ‪.١٩‬‬
‫ﻨﺎﺩﻴﺔ ﺍﻝﻌﺎﺭﻑ‪ ،‬ﺍﻹﻋﻼﻥ‪ ،‬ﻤﺭﺠﻊ ﺴﺎﺒﻕ‪ ،‬ﺹ‪.٧،٨ ،٦‬‬ ‫‪(٤٦‬‬
‫ﻜﺫﻝﻙ‪ :‬ﻤﻨﻰ ﺍﻝﺤﺩﻴﺩﻱ‪ ،‬ﺍﻹﻋﻼﻥ‪ ،‬ﻤﺭﺠﻊ ﺴﺎﺒﻕ‪ ،‬ﺹ‪.٦٦‬‬
‫ﻜﺫﻝﻙ ﻗﺤﻁﺎﻥ ﺒﺩﺭ ﺍﻝﻌﺩﻝﻲ ﻭﺴﻤﻴﺭ ﻋﺒﺩ ﺍﻝﺭﺯﺍﻕ ﺍﻝﻌـﺩﻝﻲ‪ ،‬ﺍﻝﺩﻋﺎﻴـﺔ ﻭﺍﻹﻋـﻼﻥ‪ ،‬ﻁ‪،١‬‬
‫)ﺒﻴﺭﻭﺕ‪ :‬ﺩﺍﺭ ﺍﻝﻌﻠﻭﻡ ﺍﻝﻌﺭﺒﻴﺔ‪ ،‬ﻋﻤﺎﻥ‪ ،‬ﻤﻜﺘﺒﺔ ﺒﻐﺩﺍﺩﻱ ﻝﻠﻁﺒﺎﻋﺔ ﻭﺍﻝﻨﺸﺭ‪ ،(١٩٩٣ ،‬ﺹ‪.١٦‬‬
‫ﻜﺫﻝﻙ ﻁﻠﻌﺕ ﺃﺴﻌﺩ ﻋﺒﺩ ﺍﻝﺤﻤﻴﺩ‪ ،‬ﺃﺴﺎﺴﻴﺎﺕ ﺇﺩﺍﺭﺓ ﺍﻹﻋﻼﻥ‪) ،‬ﺍﻝﻘﺎﻫﺭﺓ‪ :‬ﻤﻜﺘﺒـﺔ ﻋـﻴﻥ‬
‫ﺸﻤﺱ‪ ،(١٩٩١ ،‬ﺹ‪.٣٦‬‬
‫ﻜﺫﻝﻙ‪ :‬ﺤﺴﻥ ﻋﺒﺩ ﺍﷲ ﺃﺒﻭ ﺭﻜﺒﺔ‪ ،‬ﺍﻹﻋﻼﻥ‪) ،‬ﺍﻝﻘﺎﻫﺭﺓ ﺩﺍﺭ ﺍﻝﻨﻬﻀﺔ ﺍﻝﻌﺭﺒﻴﺔ‪،(١٩٧٦ ،‬‬
‫ﺹ‪.١٧‬‬
‫ﺃﺤﻤﺩ ﺭﺍﺸﺩ‪ ،‬ﺍﻹﻋﻼﻥ‪) ،‬ﺍﻝﻘﺎﻫﺭﺓ‪ :‬ﺩﺍﺭ ﺍﻝﻨﻬﻀﺔ ﺍﻝﻌﺭﺒﻴﺔ‪ ،(١٩٨١ ،‬ﺹ‪.٩‬‬ ‫‪(٤٧‬‬
‫ﻜﺫﻝﻙ ﻋﺒﺩ ﺍﻝﻔﻀﻴل ﻤﺤﻤﺩ ﺃﺤﻤﺩ‪ ،‬ﺍﻹﻋﻼﻥ ﻋﻥ ﺍﻝﻤﻨﺘﺠﺎﺕ ﻭﺍﻝﺨـﺩﻤﺎﺕ ﻤـﻥ ﺍﻝﻭﺠﻬـﺔ‬
‫ﺍﻝﻘﺎﻨﻭﻨﻴﺔ‪ ) ،‬ﺍﻝﻤﻨﺼﻭﺭﺓ‪ :‬ﻤﻜﺘﺒﺔ ﺍﻝﺠﻼﺀ(‪ ،‬ﺹ‪.٤٠‬‬
‫ﻜﺫﻝﻙ‪ :‬ﻤﺤﻤﺩ ﺭﻓﻴﻕ ﺍﻝﺒﺭﻗﻭﻗﻲ ﻭﺁﺨﺭﻭﻥ‪ ،‬ﻓـﻥ ﺍﻝﺒﻴـﻊ ﻭﺍﻹﻋـﻼﻥ‪ ،‬ﻤﺭﺠـﻊ ﺴـﺎﺒﻕ‪،‬‬
‫ﺹ‪.١١٣‬‬
‫ﻜﺫﻝﻙ‪ :‬ﻨﺎﺩﻴﺔ ﺍﻝﻌﺎﺭﻑ‪ ،‬ﺍﻹﻋﻼﻥ‪ ،‬ﻤﺭﺠﻊ ﺴﺎﺒﻕ‪ ،‬ﺹ‪.٨‬‬
‫ﺴﻤﻴﺭ ﺼﺒﺤﻲ‪ ،‬ﻜﺸﻜﻭل ﺍﻝﺼﺤﺎﻓﺔ‪) ،‬ﺍﻝﻘﺎﻫﺭﺓ‪ :‬ﺍﻝﻬﻴﺌﺔ ﺍﻝﻤﺼﺭﻴﺔ ﻝﻠﻜﺘـﺎﺏ‪،‬‬ ‫‪(٤٨‬‬
‫‪ ،(١٩٩٢‬ﺹ‪.١٢٢‬‬
‫‪Copyright © 2017.‬‬
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‫‪-٥٦-‬‬

‫‪EBSCO Publishing : eBook Arabic Collection Trial - printed on 4/4/2020 5:45 PM via MINISTÈRE DE L''EDUCATION‬‬
‫‪NATIONALE, DE LA FORMATION PROFESSIONNELLE‬‬
‫; ‪AN: 1945112‬‬ ‫;‪.‬‬
‫‪Account: ns063387‬‬
‫‪. All rights reserved. May not be reproduced in any form without permission from the publisher, except fair uses permitted under U.S. or applicable‬‬

‫‪Becker,‬‬ ‫‪Samuel‬‬ ‫‪L.‬‬ ‫‪Discovering‬‬ ‫‪Mass‬‬ ‫‪(٤٩‬‬

‫‪Communication, I Lliois, Glenview: Scoot Foresman and‬‬
‫‪company, 1983,p. 353.‬‬
‫ﺃﺤﻤﺩ ﻋﻴﺴﺎﻭﻱ‪ ،‬ﺍﻹﻋﻼﻥ ﻤﻥ ﻤﻨﻅﻭﺭ ﺇﺴﻼﻤﻲ‪ ،‬ﺴﻠﺴﻠﺔ ﻜﺘﺎﺏ ﺍﻷﻤﺔ‪ ،‬ﺍﻝﻌﺩﺩ‬ ‫‪(٥٠‬‬
‫‪ ،٧١‬ﻁ‪) ،١‬ﺍﻝﺩﻭﺤﺔ‪ ،(١٩٩٩:‬ﺹ‪.٣٧‬‬
‫ﻤﺤﻤﺩ ﺠﻭﺩﺕ ﻨﺎﺼﺭ‪ ،‬ﺍﻝﺩﻋﺎﻴﺔ ﻭﺍﻹﻋﻼﻥ ﻭﺍﻝﻌﻼﻗﺎﺕ ﺍﻝﻌﺎﻤﺔ‪ ،‬ﻤﺭﺠﻊ ﺴﺎﺒﻕ‪،‬‬ ‫‪(٥١‬‬
‫ﺹ‪.١٠٦ ،١٠٥‬‬
‫ﻜﺫﻝﻙ‪ :‬ﺨﻠﻴل ﺼﺎﺒﺎﺕ‪ ،‬ﺍﻹﻋﻼﻥ‪ ،‬ﻤﺭﺠﻊ ﺴﺎﺒﻕ‪ ،‬ﺹ‪.٢٨ ،٢٧‬‬
‫ﻤﺤﻤﺩ ﺭﻓﻴﻕ ﺍﻝﺒﺭﻗﻭﻗﻲ ﻭﺁﺨﺭﻭﻥ‪ ،‬ﻤﺭﺠﻊ ﺴﺎﺒﻕ‪ ،‬ﺹ‪.١١٣‬‬ ‫‪(٥٢‬‬
‫ﻤﻠﻴﻜﺔ ﻋﺭﻴﺎﻥ‪ ،‬ﻁﺭﻕ ﺍﻹﻋﻼﻥ ﻭﺍﻝﻨﺸﺭ‪ ،‬ﻁ‪) ،٣‬ﺍﻝﻘﺎﻫﺭﺓ‪ :‬ﻤﻜﺘﺒـﺔ ﺍﻻﻨﺠﻠـﻭ‬ ‫‪(٥٣‬‬
‫ﺍﻝﻤﺼﺭﻴﺔ‪ ،‬ﺏ‪.‬ﺕ(‪ ،‬ﺹ‪.١٠‬‬
‫ﺃﺤﻤﺩ ﻋﻴﺴﺎﻭﻱ‪ ،‬ﺍﻹﻋﻼﻥ ﻤﻥ ﻤﻨﻅﻭﺭ ﺇﺴﻼﻤﻲ‪ ،‬ﻤﺭﺠﻊ ﺴـﺎﺒﻕ‪ ،‬ﺹ‪،٣٨‬‬ ‫‪(٥٤‬‬
‫ﻼ ﻋﻥ ﻤﻬﺎ ﻋﻴﺴﺎﻭﻱ‪ ،‬ﺘﺒﺴﺔ ﻋﺒـﺭ ﺍﻝﻌﺼـﻭﺭ‪ ،‬ﻤﺠﻠـﺔ ﺍﻝﺘـﺭﺍﺙ‪ ،‬ﺍﻝﻌـﺩﺩ‪) ،٩‬ﺍﻝﺠﺯﺍﺌـﺭ‪:‬‬
‫ﻨﻘ ﹰ‬
‫ﻼ ﻋﻥ ﺸﺎﺭل ﺃﻨﺩﺭﻴﻪ ﺠﻭﻝﻴﺎﻥ‪ ،‬ﺘﺎﺭﻴﺦ ﺃﻓﺭﻴﻘﻴـﺎ ﺍﻝﺸـﻤﺎﻝﻴﺔ‪ ،‬ﺝ‪،٢‬‬
‫ﻴﻭﻨﻴﻭ‪ ،(١٩٩٧‬ﺹ‪ ،٢٢‬ﻨﻘ ﹰ‬
‫ﺹ‪.٢١١‬‬
‫ﺃﺤﻤﺩ ﻋﺎﺩل ﺭﺍﺸﺩ‪ ،‬ﺍﻹﻋﻼﻥ‪ ،‬ﻤﺭﺠﻊ ﺴﺎﺒﻕ‪ ،‬ﺹ‪.١٠‬‬ ‫‪(٥٥‬‬
‫ﻤﺤﻤﺩ ﺭﻓﻴﻕ ﺍﻝﺒﺭﻗﻭﻗﻲ ﻭﺁﺨﺭﻭﻥ‪ ،‬ﻤﺭﺠﻊ ﺴﺎﺒﻕ‪ ،‬ﺹ‪.١١٣‬‬ ‫‪(٥٦‬‬
‫ﻁﻠﻌﺕ ﺃﺴﻌﺩ ﻋﺒﺩ ﺍﻝﺤﻤﻴﺩ‪ ،‬ﺃﺴﺎﺴﻴﺎﺕ ﺇﺩﺍﺭﺓ ﺍﻹﻋـﻼﻥ‪ ،‬ﻤﺭﺠـﻊ ﺴـﺎﺒﻕ‪،‬‬ ‫‪(٥٧‬‬
‫ﺹ‪.٣٦‬‬
‫ﻤﺤﻤﺩ ﺴﻌﻴﺩ ﻤﻘﺒل‪ ،‬ﺍﻹﻋﻼﻥ ﺍﻝﺼﺤﻔﻲ‪ ،‬ﻁ‪) ،١‬ﺼﻨﻌﺎﺀ‪ :‬ﻤﺭﻜـﺯ ﻋﺒـﺎﺩﻱ‬ ‫‪(٥٨‬‬
‫ﻝﻠﺩﺭﺍﺴﺎﺕ ﻭﺍﻝﻨﺸﺭ‪ ،(١٩٩٦ ،‬ﺹ‪.١٢‬‬
‫ﻭﻜـﺫﻝﻙ ‪Courtland Bovee and William Arens, Contemporary‬‬
‫‪Advertising "Home Wood, I llinois: I Rwin, 1986", p.18.‬‬
‫ﻤﺤﻤﺩ ﺍﻝﻭﻓﺎﺌﻲ‪ ،‬ﺍﻹﻋﻼﻥ‪ ،‬ﻤﺭﺠﻊ ﺴﺎﺒﻕ‪ ،‬ﺹ‪.٢١‬‬ ‫‪(٥٩‬‬
‫ﺨﻠﻴل ﺼﺎﺒﺎﺕ‪ ،‬ﺍﻹﻋﻼﻥ‪ ،‬ﻤﺭﺠﻊ ﺴﺎﺒﻕ‪ ،‬ﺹ‪.٣٠‬‬ ‫‪(٦٠‬‬
‫ﺨﻠﻴل ﺼﺎﺒﺎﺕ‪ ،‬ﺍﻹﻋﻼﻥ ﻤﺭﺠﻊ ﺴﺎﺒﻕ‪ ،‬ﺹ‪.٣٠‬‬ ‫‪(٦١‬‬
‫ﺃﺤﻤﺩ ﻋﺎﺩل ﺭﺍﺸﺩ‪ ،‬ﺍﻹﻋﻼﻥ ﻤﺭﺠﻊ ﺴﺎﺒﻕ ﺹ‪.٨‬‬ ‫‪(٦٢‬‬
‫‪Copyright © 2017.‬‬
‫‪copyright law.‬‬

‫‪-٥٧-‬‬

‫‪EBSCO Publishing : eBook Arabic Collection Trial - printed on 4/4/2020 5:45 PM via MINISTÈRE DE L''EDUCATION‬‬
‫‪NATIONALE, DE LA FORMATION PROFESSIONNELLE‬‬
‫; ‪AN: 1945112‬‬ ‫;‪.‬‬
‫‪Account: ns063387‬‬
‫‪. All rights reserved. May not be reproduced in any form without permission from the publisher, except fair uses permitted under U.S. or applicable‬‬

‫ﺘﻀﺎﺭﺒﺕ ﺍﻵﺭﺍﺀ ﺤﻭل ﺘﺎﺭﻴﺦ ﺼﺩﻭﺭﻩ ﻫﺫﻩ ﺍﻝﻤﺠﻠﺔ‪ ،‬ﺤﻴﺙ ﺘﺸـﻴﺭ ﺒﻌـﺽ‬ ‫‪(٦٣‬‬
‫ﺍﻝﻤﺼﺎﺩﺭ ﺇﻝﻰ ﺃﻨﻬﺎ ﺼﺩﺭﺕ ﻓﻲ ‪٢٦‬ﻤﺎﻴﻭ ‪ ،١٦٥٧‬ﻭﻜـﺎﻥ ﻋـﺩﺩ ﺼـﻔﺤﺎﺘﻬﺎ ﺴـﺘﺔ ﻋﺸـﺭﺓ‬
‫ﻤﺨﺼﺼﺔ ﺒﺎﻝﻜﺎﻤل ﻝﻺﻋﻼﻨﺎﺕ ﻭﻗﺩ ﺒﻴﻌﺕ ﺒﺒﻨﺱ ﻭﺍﺤﺩ‪ ،‬ﺍﻨﻅﺭ‪ :‬ﺠﻭﺭﺝ ﻓﻴل ﺍﻝﺠﺭﻴـﺩﺓ ﺘﺭﺠﻤـﺔ‬
‫ﺍﺩﺠﺎﺭ ﻤﻭﺼﻠﻲ ﻭﺤﺴﻥ ﺴﻠﻭﻤﺔ ﺍﻝﻘﺎﻫﺭﺓ ﻤﻁﺎﺒﻊ ﺍﻝﺸﻌﺏ‪ ،‬ﺏ‪.‬ﺕ‪ ،‬ﺹ‪.٣٦‬‬
‫ﻤﻠﻴﻜﺔ ﺍﻝﻌﺭﻴﺎﻥ ﻁﺭﻕ ﺍﻹﻋﻼﻥ ﻭﺍﻝﻨﺸﺭ ﻤﺭﺠﻊ ﺴﺎﺒﻕ‪ ،‬ﺹ‪.١٤‬‬ ‫‪(٦٤‬‬
‫ﺒﺴﺎﻡ ﻤﺤﻤﺩ ﺃﺒﻭ ﺨﻀﻴﺭ‪ ،‬ﺃﺴﺱ ﺍﻝﺘﺴﻭﻴﻕ ﻭﺍﻹﻋـﻼﻥ‪ ،‬ﻤﺭﺠـﻊ ﺴـﺎﺒﻕ‪،‬‬ ‫‪(٦٥‬‬
‫ﺹ‪.٢١٨‬‬
‫ﻁﻠﻌﺕ ﺃﺴﻌﺩ ﻋﺒﺩ ﺍﻝﺤﻤﻴﺩ‪ ،‬ﺃﺴﺎﺴـﻴﺎﺕ ﺇﺩﺍﺭﺓ ﺍﻹﻋـﻼﻥ ﻤﺭﺠـﻊ ﺴـﺎﺒﻕ‪،‬‬ ‫‪(٦٦‬‬
‫ﺹ‪.٣٧‬‬
‫‪Frank Presbrey, op-cit, p.35.‬‬ ‫‪(٦٧‬‬
‫ﻋﺒﺩ ﺍﻝﺠﺒﺎﺭ ﻤﻨﺩﻴل‪ ،‬ﺍﻹﻋﻼﻥ ﺒﻴﻥ ﺍﻝﻨﻅﺭﻴﺔ ﻭﺍﻝﺘﻁﺒﻴـﻕ )ﺒﻐـﺩﺍﺩ‪ :‬ﻤﻁﺒﻌـﺔ‬ ‫‪(٦٨‬‬
‫ﺍﻹﺭﺸﺎﺩ‪ ،(١٩٨٣ ،‬ﺹ‪١٦‬‬
‫‪Frank Presbrey, op-cit, p.34-39 .‬‬ ‫‪(٦٩‬‬
‫ﺍﻝﺴﻴﺩ ﺃﺤﻤﺩ ﻋﺒﺩ ﺍﻝﺨﺎﻝﻕ‪ ،‬ﺩﺭﺍﺴﺔ ﺘﺤﻠﻴﻠﻴﺔ ﻓـﻲ ﺍﻝﺠﻭﺍﻨـﺏ ﺍﻻﻗﺘﺼـﺎﺩﻴﺔ‬ ‫‪(٧٠‬‬
‫ﻝﻺﻋﻼﻨﺎﺕ ﺍﻝﺘﺠﺎﺭﻴﺔ‪ ،١٩٩٦،‬ﺹ‪٧‬‬
‫‪Joseph‬‬ ‫‪Stanbhaar‬‬ ‫‪and‬‬ ‫‪Roeert‬‬ ‫‪Larose,‬‬ ‫‪(٧١‬‬
‫‪communication Media in the Information Society U.S.A,‬‬
‫‪wordsworth Publishing Company,1997,p.366 .‬‬
‫ﻤﻠﻴﻜﺔ ﻋﺭﻴﺎﻥ‪ ،‬ﻤﺭﺠﻊ ﺴﺎﺒﻕ‪ ،‬ﺹ‪١٤‬‬ ‫‪(٧٢‬‬
‫ﺤﺴﻥ ﻋﺒﺩ ﺍﷲ ﺃﺒﻭ ﺭﻜﺒﺔ‪ ،‬ﻤﺭﺠﻊ ﺴﺎﺒﻕ‪ ،‬ﺹ‪١٨‬‬ ‫‪(٧٣‬‬
‫ﻜﺫﻝﻙ‪ :‬ﻤﺤﻤﺩ ﺭﻓﻴﻕ ﺍﻝﺒﺭﻗﻭﻗﻲ ﻭﺁﺨﺭﻭﻥ‪ ،‬ﻤﺭﺠﻊ ﺴﺎﺒﻕ‪ ،‬ﺹ‪.١١٤‬‬
‫ﺤﺴﻥ ﻤﺤﻤﺩ ﺨﻴﺭ ﺍﻝﺩﻴﻥ‪ ،‬ﺍﻹﻋﻼﻥ )ﺍﻝﻘﺎﻫﺭﺓ‪ :‬ﻤﻜﺘﺒﺔ ﻋﻴﻥ ﺸﻤﺱ‪(١٩٩٦ ،‬‬ ‫‪(٧٤‬‬
‫ﺹ‪.١٥ ،١٤‬‬
‫ﻜﺫﻝﻙ‪:‬ﺤﺴﻥ ﻤﺤﻤﺩ ﺨﻴﺭ ﺍﻝﺩﻴﻥ ﻭﺁﺨﺭﻭﻥ‪،‬ﻤﺒﺎﺩﺉ ﺍﻝﺘﺴﻭﻴﻕ ﻭﺍﻹﻋﻼﻥ)ﺍﻝﻘـﺎﻫﺭﺓ‪:‬ﻤﻜﺘﺒـﺔ‬
‫ﻋﻴﻥ ﺸﻤﺱ‪،‬ﺏ‪.‬ﺕ( ﺹ‪.٣٠٩‬‬
‫ﻜﺫﻝﻙ‪:‬ﺒﺴﺎﻡ ﻤﺤﻤﺩ ﺃﺒﻭ ﺨﻀﻴﺭ‪ ،‬ﻤﺭﺠﻊ ﺴﺎﺒﻕ ﺹ ‪.٢١٨ ،٢١٩‬‬
‫ﻜﺫﻝﻙ‪:‬ﺃﺤﻤﺩ ﻋﺎﺩل ﺭﺍﺸﺩ‪ ،‬ﻤﺭﺠﻊ ﺴﺎﺒﻕ‪ ،‬ﺹ‪.١١، ١٠‬‬
‫ﻜﺫﻝﻙ‪ :‬ﺤﺴﻥ ﻋﺒﺩ ﺍﷲ ﺃﺒﻭ ﺭﻜﺒﺔ‪ ،‬ﻤﺭﺠﻊ ﺴﺎﺒﻕ‪ ،‬ﺹ‪.١٨‬‬
‫‪Copyright © 2017.‬‬
‫‪copyright law.‬‬

‫‪-٥٨-‬‬

‫‪EBSCO Publishing : eBook Arabic Collection Trial - printed on 4/4/2020 5:45 PM via MINISTÈRE DE L''EDUCATION‬‬
‫‪NATIONALE, DE LA FORMATION PROFESSIONNELLE‬‬
‫; ‪AN: 1945112‬‬ ‫;‪.‬‬
‫‪Account: ns063387‬‬
‫‪. All rights reserved. May not be reproduced in any form without permission from the publisher, except fair uses permitted under U.S. or applicable‬‬

‫ﻜﺫﻝﻙ‪:‬ﻤﺤﻤﺩ ﻋﺒﺩ ﺍﻝﺸﺎﻓﻲ ﺇﺴﻤﺎﻋﻴل‪ ،‬ﺍﻹﻋﻼﻨﺎﺕ ﺍﻝﺘﺠﺎﺭﻴﺔ ﺍﻝﺨﺎﺩﻋﺔ ﻭﻤـﺩﻯ ﺍﻝﺤﻤﺎﻴـﺔ‬

‫ﺍﻝﺘﻲ ﻴﻜﻠﻔﻬﺎ ﺍﻝﻤﺸﺭﻉ ﺍﻝﺠﻨﺎﺌﻲ ﻝﻠﻤﺴﺘﻬﻠﻙ‪ ،‬ﻁ‪) ،١‬ﺍﻝﻘﺎﻫﺭﺓ‪ :‬ﺩﺍﺭ ﺍﻝﻨﻬﻀﺔ ﺍﻝﻌﺭﺒﻴـﺔ‪١٩٩٩ ،‬ﻡ(‪،‬‬
‫ﺹ‪.٣‬‬
‫ﻜﺫﻝﻙ‪ :‬ﻋﺒﺩ ﺍﻝﺭﺤﻤﺎﻥ ﺤﻤﻭﺩ ﺍﻝﻌﻨﺎﺩ‪ ،‬ﺘﺨﻁﻴﻁ ﺍﻝﺤﻤﻼﺕ ﺍﻹﻋﻼﻨﻴﺔ‪ ،‬ﻁ‪) ،١‬ﺠﺩﺓ‪ :‬ﺩﺍﺭ ﻋﺎﻝﻡ‬
‫ﺍﻝﻜﺘﺏ ﻝﻠﻁﺒﺎﻋﺔ ﻭﺍﻝﻨﺸﺭ ﻭﺍﻝﺘﻭﺯﻴﻊ ‪ ،(١٩٩٠،‬ﺹ‪.١١، ١٠‬‬
‫ﻜﺫﻝﻙ‪ :‬ﻗﺤﻁﺎﻥ ﺒﺩﺭ ﺍﻝﻌﺒﺩﻝﻲ‪ ،‬ﻭﺴﻤﻴﺭ ﻋﺒﺩ ﺍﻝﺭﺯﺍﻕ ﺍﻝﻌﺒﺩﻝﻲ‪ ،‬ﻤﺭﺠﻊ ﺴﺎﺒﻕ‪ ،‬ﺹ‪.١٧‬‬
‫ﺃﺸﺭﻑ ﺼﺎﻝﺢ‪ ،‬ﺍﻹﻋﻼﻥ ﻓﻨﻭﻥ ﻭﺠﻨﻭﻥ‪) ،‬ﺍﻝﻘﺎﻫﺭﺓ‪ :‬ﺩﺍﺭ ﻏﺭﻴﺏ ﻝﻠﻁﺒﺎﻋـﺔ‬ ‫‪(٧٥‬‬
‫ﻭﺍﻝﻨﺸﺭ ﻭﺍﻝﺘﻭﺯﻴﻊ‪ ،(١٩٩٩ ،‬ﺹ‪.١٠٩‬‬
‫ﺴﻤﻴﺭ ﻤﺤﻤﺩ ﺤﺴﻴﻥ‪ ،‬ﺍﻹﻋﻼﻥ‪ :‬ﺍﻝﻤﺩﺍﺨل ﺍﻷﺴﺎﺴﻴﺔ‪ ،‬ﻁ‪) ،٢‬ﺍﻝﻘﺎﻫﺭﺓ‪ :‬ﻋﺎﻝﻡ‬ ‫‪(٧٦‬‬
‫ﺍﻝﻜﺘﺏ‪ ،(١٩٨٠ ،‬ﺹ‪.١٢ ،٨‬‬
‫ﻁﻠﻌﺕ ﺍﻝﺯﻫﻴﺭﻱ‪ ،‬ﺍﻹﻋﻼﻥ ﺒﻴﻥ ﺍﻝﻌﻠﻡ ﻭﺍﻝﺘﻁﺒﻴﻕ‪) ،‬ﺍﻝﻘﺎﻫﺭﺓ‪ :‬ﺩﺍﺭ ﺍﻝﻤﻌﺎﺭﻑ‪،‬‬ ‫‪(٧٧‬‬
‫ﺏ‪.‬ﺕ(‪ ،‬ﺹ‪.٢٨٠‬‬
‫ﺍﻝﺴﻴﺩ ﺃﺤﻤﺩ ﻋﺒﺩ ﺍﻝﺨﺎﻝﻕ‪،‬ﺩﺭﺍﺴﺔ ﺘﺤﻠﻴﻠﻴـﺔ ﻓـﻲ ﺍﻝﺠﻭﺍﻨـﺏ ﺍﻻﻗﺘﺼـﺎﺩﻴﺔ‬ ‫‪(٧٨‬‬
‫ﻝﻺﻋﻼﻨﺎﺕ ﺍﻝﺘﺠﺎﺭﻴﺔ‪،‬ﻤﺭﺠﻊ ﺴﺎﺒﻕ‪،‬ﺹ‪١٤ ،١٣‬‬
‫ﻜﺫﻝﻙ‪ :‬ﻋﻠﻲ ﺍﻝﻌﻨﺘﻴل‪ ،‬ﺃﺴﺱ ﺍﻝﺩﻋﺎﻴﺔ ﻭﺍﻹﻋﻼﻥ‪) ،‬ﺍﻝﻘﺎﻫﺭﺓ‪ :‬ﺍﻝﻬﻴﺌﺔ ﺍﻝﻤﺼـﺭﻴﺔ ﺍﻝﻌﺎﻤـﺔ‬
‫ﻝﻠﻜﺘﺎﺏ‪ ،(١٩٨٢ ،‬ﺹ‪.٦٦‬‬
‫ﻤﺤﻤﺩ ﺠﻭﺩﺕ ﻨﺎﺼﺭ‪ ،‬ﺍﻝﺩﻋﺎﻴﺔ ﻭﺍﻹﻋﻼﻥ ﻭﺍﻝﻌﻼﻗﺎﺕ ﺍﻝﻌﺎﻤﺔ‪ ،‬ﻤﺭﺠﻊ ﺴﺎﺒﻕ‪،‬‬ ‫‪(٧٩‬‬
‫ﺹ‪.١٠٩ ،١٠٨‬‬
‫ﺨﻠﻴل ﺼﺎﺒﺎﺕ‪ ،‬ﺍﻹﻋﻼﻥ‪ ،‬ﻤﺭﺠﻊ ﺴﺎﺒﻕ‪ ،‬ﺹ‪.٥٩‬‬ ‫‪(٨٠‬‬
‫ﻤﺠﻤﻭﻋﺔ ﻤﻥ ﺍﻝﺒﺎﺤﺜﻴﻥ ﺍﻝﺴﻭﻓﻴﻴﺕ‪ ،‬ﺍﻷﺨﻁﺒﻭﻁ ﺍﻹﻋﻼﻤﻲ ﺍﻝﺩﻋﺎﺌﻲ ﻝﻠﺒﻠﺩﺍﻥ‬ ‫‪(٨١‬‬
‫ﺍﻝﺭﺃﺴﻤﺎﻝﻴﺔ ﻓﻲ ﺨﺩﻤﺔ ﺍﻻﺤﺘﻜﺎﺭﺍﺕ‪ ،‬ﺘﺭﺠﻤﺔ ﺤﺴﻴﻥ ﺤﺒﺸﻲ‪ ،‬ﻁ‪) ،١‬ﺒﻴـﺭﻭﺕ‪ :‬ﺩﺍﺭ ﺍﻝﻔـﺎﺭﺍﺒﻲ‪،‬‬
‫‪ ،(١٩٨٧‬ﺹ‪.٢١٦‬‬
‫ﺨﻠﻴل ﺼﺎﺒﺎﺕ‪ ،‬ﺍﻹﻋﻼﻥ‪ ،‬ﻤﺭﺠﻊ ﺴﺎﺒﻕ‪ ،‬ﺹ‪.٥١‬‬ ‫‪(٨٢‬‬
‫ﺴﻴﺭﺝ ﺒﺭﻭﻓﻴﻠﻴﺏ ﺒﺭﻭﺘﻭﻥ‪ ،‬ﺜﻭﺭﺓ ﺍﻻﺘﺼﺎل‪ ،‬ﺘﺭﺠﻤﺔ ﻫﺎﻝﺔ ﻋﺒﺩ ﺍﻝـﺭﺅﻭﻑ‬ ‫‪(٨٣‬‬
‫ﻤﺭﺍﺩ‪) ،‬ﺍﻝﻘﺎﻫﺭﺓ‪ :‬ﺩﺍﺭ ﺍﻝﻤﺴﺘﻘﺒل ﺍﻝﻌﺭﺒﻲ‪ ،(١٩٩٣ ،‬ﺹ‪.١٠٤‬‬
‫ﻜــﺫﻝﻙ ‪Madden Charles S., Marjoric J. Caballeo, Shinya‬‬
‫‪Copyright © 2017.‬‬

‫‪Matsukubo "Analysis of information Content: in U.S.A and‬‬

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. All rights reserved. May not be reproduced in any form without permission from the publisher, except fair uses permitted under U.S. or applicable

Japanese Magazin Advertising" Journal of Advertising, Vol. 15,

No. 3, 1986, pp.38-45.
Zandpour, Fred, Chang, Cy press and Catalano (٨٤
Joelle, "Stories, Symbols and Stroigh Talk: A Comparative
Analysis of French, Taiwanes and U.S.A T.V. Commercials",
Journal of Advertising Research, Vol. 32, No. 1, JanL Feb. 1992,
pp.25-35
Miracle, Gordon E, Chang, KyoYeol and Taylor, (٨٥
Charles R., "Culture and Adverstising Executions: A Comparison
of Selected Characteristics of Korean and U.S. Television
Commercials, International Marketing Review, Vol. 9 ,No. 4, 1992.
Culter, Bod D. and Javalgi, Reijshekher G., "A (٨٦
Cross- Cultural Analysis of the Visual Components of Print
Advertising: The United States and The European Community",
Journal of Advertising Research, Vol. 32, No. 1, Jon/Feb. 1992,
pp.71-80.
Frith, Katherina, Toland and Wesson, David "A (٨٧
Comparison of Cultural Values in British and American Print
Advertising: A Study of Magazines", Journalism Qurterly, Vol. 8,
No. 1, 2, Spring/Summer 1991, pp.216-223.
Wells, LudmillaGricanko "Western Concepts, (٨٨
Russian Perspectives: Meanings of Advertising in the Former
Soviet Union", Journal of Advertising, Vol. 23, No. 1, 1994, pp.83-
95.
Mueller, Barbra "Reflections of Culture: An (٨٩
Analysis of Japanese and American Advertising Appeals", Journal
of Advertising Research- June- July 1987, pp.51-59.
Cheng, Hong and John C. Schweiter, "Cultural (٩٠
Values Reflectwed in Chinese and U.S. Television Commercials" ,
Journal of Advertising Research, Vol. 36, No. 3, 1996, pp.27-45.
،‫ ﻤﺭﺠﻊ ﺴـﺎﺒﻕ‬،‫ ﺘﺨﻁﻴﻁ ﺍﻝﺤﻤﻼﺕ ﺍﻹﻋﻼﻨﻴﺔ‬،‫ﻋﺒﺩ ﺍﻝﺭﺤﻤﻥ ﺤﻤﻭﺩ ﺍﻝﻌﻨﺎﺩ‬ (٩١
.٤٢‫ﺹ‬
‫ ﺩﻭﺭ ﺍﻹﻻﻡ ﻓﻲ ﺍﻝﺒﻠـﺩﺍﻥ‬،‫ ﺃﺠﻬﺯﺓ ﺍﻹﻋﻼﻡ ﻭﺍﻝﺘﻨﻤﻴﺔ ﺍﻝﻭﻁﻨﻴﺔ‬،‫ﻭﻝﺒﻭﺭ ﺸﺭﺍﻡ‬ (٩٢
.١٧٥ -١٧٤‫ ﺹ‬،(١٩٧٠ ،‫ ﻭﺯﺍﺭﺓ ﺍﻝﺜﻘﺎﻓﺔ‬:‫ )ﺍﻝﻘﺎﻫﺭﺓ‬،‫ ﺘﺭﺠﻤﺔ ﻤﺤﻤﺩ ﻓﺘﺤﻲ‬،‫ﺍﻝﻨﺎﻤﻴﺔ‬
Mary Frances Drake, et. Al., Retail Fashion (٩٣
Promotion and Advertising, "New York: Macmillan publishing
Copyright © 2017.

Co., 1992", p.35.

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‫ﺜﺎﺒﺕ ﻋﺒﺩ ﺍﻝﺭﺤﻤﻥ ﺇﺩﺭﻴﺱ‪ ،‬ﺍﻹﻋﻼﻥ ﻭﺍﻝﻌﻼﻗﺎﺕ ﺍﻝﻌﺎﻤﺔ‪) ،‬ﺍﻝﻘﺎﻫﺭﺓ‪ :‬ﻤﻜﺘﺒﺔ‬ ‫‪(٩٤‬‬
‫ﻋﻴﻥ ﺸﻤﺱ‪ ،(١٩٩٠ ،‬ﺹ‪.٣٣‬‬
‫ﺸﻭﻥ ﻤﺎﻜﺒﺭﺍﻴﺩ ﻭﺁﺨﺭﻭﻥ‪ ،‬ﺘﻘﺭﻴﺭ ﺍﻝﻠﺠﻨـﺔ ﺍﻝﺩﻭﻝﻴـﺔ ﻝﺩﺭﺍﺴـﺔ ﻤﺸـﻜﻼﺕ‬ ‫‪(٩٥‬‬
‫ﺍﻻﺘﺼﺎل‪ -‬ﺃﺼﻭﺍﺕ ﻤﺘﻌﺩﺩﺓ ﻭﻋﺎﻝﻡ ﻭﺍﺤﺩ‪ -‬ﺍﻻﺘﺼﺎل ﺍﻝﻴﻭﻡ ﻭﻏﺩﺍﹰ‪) ،‬ﺍﻝﺠﺯﺍﺌﺭ‪ :‬ﺍﻝﺸﺭﻜﺔ ﺍﻝﻭﻁﻨﻴﺔ‬
‫ﻝﻠﻨﺸﺭ ﻭﺍﻝﺘﻭﺯﻴﻊ‪ ،(١٩٨١ ،‬ﺹ‪.٢٤٠‬‬
‫ﻁﻠﻌﺕ ﺃﺴﻌﺩ ﻋﺒﺩ ﺍﻝﺤﻤﻴﺩ‪ ،‬ﺃﺴﺎﺴﻴﺎﺕ ﺇﺩﺍﺭﺓ ﺍﻹﻋـﻼﻥ‪ ،‬ﻤﺭﺠـﻊ ﺴـﺎﺒﻕ‪،‬‬ ‫‪(٩٦‬‬
‫ﺹ‪.٥١ -٥٠‬‬
‫ﻁﻠﻌﺕ ﺃﺴﻌﺩ ﻋﺒﺩ ﺍﻝﺤﻤﻴﺩ‪ ،‬ﻤﺭﺠﻊ ﺴﺎﺒﻕ‪ ،‬ﺹ‪.٥٤‬‬ ‫‪(٩٧‬‬
‫ﻜﺫﻝﻙ‪ :‬ﻤﺤﻤﺩ ﺠﻭﺩﺕ ﻨﺎﺼﺭ‪ :‬ﺍﻝﺩﻋﺎﻴﺔ ﻭﺍﻹﻋﻼﻥ ﻭﺍﻝﻌﻼﻗﺎﺕ ﺍﻝﻌﺎﻤﺔ‪ ،‬ﻤﺭﺠـﻊ ﺴـﺎﺒﻕ‪،‬‬
‫ﺹ‪.١٤٤ ،١٤٣‬‬
‫ﻜﺫﻝﻙ‪ :‬ﺼﻠﻴﺏ ﺒﻁﺭﺱ‪ ،‬ﺍﻹﻨﻔﺎﻕ ﺍﻹﻋﻼﻨﻲ‪ ،‬ﺘﻁﻭﺭ ﺍﻹﺩﺍﺭﺓ ﺍﻝﺼﺤﻔﻴﺔ ﻓﻲ ﻤﺼﺭ ﻓﻲ ﺜﻼﺜﺔ‬
‫ﻋﻘﻭﺩ )‪١٩٥٢‬ﻡ‪١٩٨٢ -‬ﻡ(‪) ،‬ﺍﻝﻘﺎﻫﺭﺓ‪ :‬ﻤﺠﻠﺔ ﺍﻝﺩﺭﺍﺴﺎﺕ ﺍﻹﻋﻼﻤﻴﺔ‪ ،‬ﺍﻝﻌﺩﺩ ‪ ،٤٥‬ﺃﻜﺘـﻭﺒﺭ‪/‬‬
‫ﺩﻴﺴﻤﺒﺭ ‪١٩٨٧‬ﻡ(‪ ،‬ﺹ‪.٥٧‬‬
‫ﻋﻁﺎ ﺤﺴﻥ ﻋﺒﺩ ﺍﻝﺭﺤﻴﻡ‪ ،‬ﻭﻤﺤﻤﺩ ﻤﺘﻭﻝﻲ ﻋﻔﻴﻔﻲ‪ ،‬ﺍﻹﻋﻼﻥ ﻭﺘﻐﻴﻴﺭ ﺍﻝﻘـﻴﻡ‬ ‫‪(٩٨‬‬
‫"ﺍﻝﻘﻴﻡ ﺍﻝﺘﻲ ﺘﻌﻜﺴﻬﺎ ﺍﻹﻋﻼﻨﺎﺕ ﺫﺍﺕ ﺍﻝﻁﺎﺒﻊ ﺍﻝﺭﻴﺎﻀﻲ ﺒﺎﻝﺘﻠﻴﻔﺯﻴﻭﻥ ﺍﻝﻤﺼﺭﻱ‪) ،‬ﺍﻝﻘﺎﻫﺭﺓ‪ :‬ﻤﺠﻠﺔ‬
‫ﺍﻝﺩﺭﺍﺴﺎﺕ ﺍﻹﻋﻼﻤﻴﺔ‪ ،‬ﺍﻝﻌﺩﺩ ‪ ،٩٨ ،٩٧‬ﻴﻨﺎﻴﺭ – ﻤـﺎﺭﺱ ‪٢٠٠٠‬ﻡ(‪ ،‬ﺹ‪ .٧٦‬ﻜـﺫﻝﻙ‪ :‬ﻋﺒـﺩ‬
‫ﺍﻝﺭﺤﻤﻥ ﺒﻥ ﺤﻤﻭﺩ ﺍﻝﻌﻨﺎﺩ‪ ،‬ﻭﻋﻠﻲ ﺒﻥ ﺩﻨﻜل ﺍﻝﻌﻨـﺯﻱ‪ ،‬ﺍﻹﻋـﻼﻥ ﺍﻝﺘﺠـﺎﺭﻱ ﻓـﻲ ﺍﻝﻤﻨﺸـﺂﺕ‬
‫ﺍﻻﻗﺘﺼﺎﺩﻴﺔ ﺍﻝﻜﺒﺭﻯ ﺒﺎﻝﻤﻤﻠﻜﺔ ﺍﻝﻌﺭﺒﻴﺔ ﺍﻝﺴﻌﻭﺩﻴﺔ‪) ،‬ﺍﻝﻘﺎﻫﺭﺓ‪ :‬ﻤﺠﻠﺔ ﺍﻝﺩﺭﺍﺴﺎﺕ ﺍﻹﻋﻼﻤﻴﺔ‪ ،‬ﺍﻝﻌﺩﺩ‬
‫‪ ،٨٧‬ﺃﺒﺭﻴل‪ -‬ﻴﻭﻨﻴﻭ ‪١٩٩٧‬ﻡ(‪ ،‬ﺹ‪.٩٩‬‬
‫ﺃﺤﻤﺩ ﻤﺤﻤﺩ ﺍﻝﻤﺼﺭﻱ‪ ،‬ﺍﻹﻋﻼﻥ‪) ،‬ﺍﻹﺴﻜﻨﺩﺭﻴﺔ‪ :‬ﻤﺅﺴﺴﺔ ﺸﺒﺎﺏ ﺍﻝﺠﻤﺎﻋﺔ‪،‬‬ ‫‪(٩٩‬‬
‫‪٢٠٠٠‬ﻡ(‪ ،‬ﺹ‪.١٥ -١٤‬‬
‫‪JudiothCorst Jens, Strstegic Advertising: A‬‬ ‫‪(١٠٠‬‬
‫‪practitioners Hanbook, "London: Hienema Professional‬‬
‫‪publishing, 1990", p.65‬‬
‫‪Dan AillaniCharas, Promotion, U.S.A. John Wiley‬‬ ‫‪(١٠١‬‬
‫‪and Sons, 1984, pp.26-27.‬‬
‫ﻋﺒﺩ ﺍﻝﺴﻼﻡ ﺃﺒﻭ ﻗﺤﻑ‪ ،‬ﻫﻨﺩﺴﺔ ﺍﻹﻋﻼﻥ ﻭﺍﻝﻌﻼﻗﺎﺕ ﺍﻝﻌﺎﻤﺔ‪ ،‬ﻤﺭﺠﻊ ﺴﺎﺒﻕ‪،‬‬ ‫‪(١٠٢‬‬
‫ﺹ‪.٦٣-٦٢‬‬
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‫ﻋﺒﺩ ﺍﻝﺭﺤﻤﻥ ﺤﻤﻭﺩ ﺍﻝﻌﻨﺎﺩ‪ ،‬ﺘﺨﻁﻴﻁ ﺍﻝﺤﻤﻼﺕ ﺍﻹﻋﻼﻨﻴﺔ‪ ،‬ﻤﺭﺠﻊ ﺴـﺎﺒﻕ‪،‬‬ ‫‪(١٠٣‬‬
‫ﺹ‪.٤٣ -٤٢‬‬
‫ﻫﻨﺎﺀ ﻋﺒﺩ ﺍﻝﺤﻠﻴﻡ ﺴﻌﻴﺩ‪ ،‬ﺍﻹﻋﻼﻥ‪ ،‬ﻤﺭﺠﻊ ﺴﺎﺒﻕ‪ ،‬ﺹ‪.٩٨ -٩٧‬‬ ‫‪(١٠٤‬‬
‫ﺃﺤﻤﺩ ﻋﺎﺩل ﺭﺍﺸﺩ‪ ،‬ﺍﻹﻋﻼﻥ‪ ،‬ﻤﺭﺠﻊ ﺴﺎﺒﻕ‪ ،‬ﺹ‪.٢٨‬‬ ‫‪(١٠٥‬‬
‫ﻤﺤﻤﻭﺩ ﻋﺴﺎﻑ‪ ،‬ﺃﺼﻭل ﺍﻹﻋﻼﻥ‪ ،‬ﻤﺭﺠﻊ ﺴﺎﺒﻕ‪ ،‬ﺹ‪.٣٠ ، ٢٩‬‬ ‫‪(١٠٦‬‬
‫ﺃﺤﻤﺩ ﻋﺎﺩل ﺭﺍﺸﺩ‪ ،‬ﺍﻹﻋﻼﻥ‪ ،‬ﻤﺭﺠﻊ ﺴﺎﺒﻕ‪ ،‬ﺹ‪.٢٩‬‬ ‫‪(١٠٧‬‬
‫ﻤﻨﻰ ﺍﻝﺤﺩﻴﺩﻱ‪ ،‬ﺍﻹﻋﻼﻥ‪ ،‬ﻤﺭﺠﻊ ﺴﺎﺒﻕ‪ ،‬ﺹ‪.٥٠‬‬ ‫‪(١٠٨‬‬
‫ﺘﻭﻤﺎﺴﻲ ﺒﻴﺭﻱ‪ ،‬ﺍﻝﺼﺤﺎﻓﺔ ﺍﻝﻴﻭﻡ‪ ،‬ﺘﺭﺠﻤﺔ ﻤﺭﻭﺍﻥ ﺍﻝﺠـﺎﺒﺭﻱ‪) ،‬ﺒﻴـﺭﻭﺕ‪:‬‬ ‫‪(١٠٩‬‬
‫ﻤﺅﺴﺴﺔ ﺒﺩﺭﺍﻥ ﻭﺸﺭﻜﺎﻩ‪ ،(١٩٦٤ ،‬ﺹ‪.٥٨٤‬‬
‫‪Berman, Ronald "Advertising and Social Change",‬‬ ‫‪(١١٠‬‬
‫‪Sage Publications, Beverly Hillys, London. 1982, p.13‬‬
‫ﺠﻭﻥ‪ .‬ﺭ‪.‬ﺒﻴﺘﻨﺭ‪ ،‬ﺍﻻﺘﺼﺎل ﺍﻝﺠﻤﺎﻫﻴﺭﻱ ﻤﺩﺨل‪ ،‬ﻁ‪ ،١‬ﺘﺭﺠﻤﺔ ﻋﻤﺭ ﺍﻝﺨﻁﻴﺏ‪،‬‬ ‫‪(١١١‬‬
‫ﺒﻴﺭﻭﺕ‪ ،‬ﺍﻝﻤﺅﺴﺴﺔ ﺍﻝﻌﺭﺒﻴﺔ ﻝﻠﺩﺭﺍﺴﺎﺕ ﻭﺍﻝﻨﺸﺭ‪١٩٨٧ ،‬ﻡ‪ ،‬ﺹ‪.٣٣٧‬‬
‫‪L.R. Kahles, "Chages in Social Volues in U.S.‬‬ ‫‪(١١٢‬‬
‫‪During the past Decade", Journal of Advertising Research, Vol.‬‬
‫‪28, N. 1, 1988, pp.33-41.‬‬
‫ﻋﻠﻲ ﺭﺒﻴﻊ‪ ،‬ﺍﻻﺴﺘﺜﻤﺎﺭ ﻭﺍﻝﻌﻤﻠﻴﺔ ﺍﻻﺘﺼﺎﻝﻴﺔ ﺒﺎﻝﺠﺯﺍﺌﺭ‪) ،‬ﺍﻝﻘـﺎﻫﺭﺓ‪ :‬ﻤﺠﻠـﺔ‬ ‫‪(١١٣‬‬
‫ﺍﻝﺩﺭﺍﺴﺎﺕ ﺍﻹﻋﻼﻤﻴﺔ‪ ،‬ﺍﻝﻌﺩﺩ ‪ ،٧٩‬ﺃﺒﺭﻴل‪ -‬ﻴﻭﻨﻴﻭ ‪ ،(١٩٩٥‬ﺹ‪.٧١‬‬
‫ﺴﻤﻴﺭ ﻤﺤﻤﺩ ﺤﺴﻴﻥ‪ ،‬ﺍﻹﻋﻼﻥ‪ ،‬ﺍﻝﻤﺩﺍﺨل ﺍﻷﺴﺎﺴﻴﺔ‪ ،‬ﻁ‪) ،٢‬ﺍﻝﻘﺎﻫﺭﺓ‪ :‬ﻋﺎﻝﻡ‬ ‫‪(١١٤‬‬
‫ﺍﻝﻜﺘﺏ‪ ،(١٩٨٠ ،‬ﺹ‪.١٢٠‬‬
‫ﺴﻴﺭﺝ ﺒﺭﻭﻓﻴﻠﻴﺏ ﺒﺭﻭﺘﻭﻥ‪ ،‬ﺜﻭﺭﺓ ﺍﻻﺘﺼﺎل‪ ،‬ﻤﺭﺠﻊ ﺴﺎﺒﻕ‪ ،‬ﺹ‪.١٠٧‬‬ ‫‪(١١٥‬‬
‫ﺍﻝﻤﺭﺠﻊ ﺍﻝﺴﺎﺒﻕ‪ ،‬ﺹ‪ ،١٠٨‬ﻜﺫﻝﻙ‪ :‬ﺇﺒﺭﺍﻫﻴﻡ ﻋﺒـﺩ ﺍﷲ ﺍﻝﻤﺴـﻠﻤﻲ‪ ،‬ﺇﺩﺍﺭﺓ‬ ‫‪(١١٦‬‬
‫ﺍﻝﻤﺅﺴﺴﺎﺕ ﺍﻝﺼﺤﻔﻴﺔ‪) ،‬ﺍﻝﻘﺎﻫﺭﺓ‪ :‬ﺍﻝﻌﺭﺒﻲ ﻝﻠﻨﺸﺭ ﻭﺍﻝﺘﻭﺯﻴﻊ‪ ،(١٩٩٥ ،‬ﺹ‪.٢٨٦‬‬
‫‪F.T.Marguez, "Advertising Content: Persuasian,‬‬ ‫‪(١١٧‬‬
‫‪Information or Intimidation", Jornalism Quarterly, Vol. 77.‬‬
‫‪Autumn, 1977, pp.782- 791.‬‬
‫ﺼﻔﻭﺕ ﺍﻝﻌﺎﻝﻡ‪ ،‬ﻋﻤﻠﻴﺔ ﺍﻻﺘﺼﺎل ﺍﻹﻋﻼﻨﻲ‪) ،‬ﺍﻝﻘـﺎﻫﺭﺓ‪ :‬ﻤﻜﺘﺒـﺔ ﺍﻝﻨﻬﻀـﺔ‬ ‫‪(١١٨‬‬
‫ﺍﻝﻤﺼﺭﻴﺔ‪ ،(١٩٩٩ ،‬ﺹ‪.٢٧ -٢٦‬‬
‫‪Copyright © 2017.‬‬
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‫‪. All rights reserved. May not be reproduced in any form without permission from the publisher, except fair uses permitted under U.S. or applicable‬‬

‫ﻤﺤﻤﺩ ﺴﻴﺩ ﻤﺤﻤﺩ‪ ،‬ﺍﻝﻤﺴﺅﻭﻝﻴﺔ ﺍﻹﻋﻼﻤﻴﺔ ﻓﻲ ﺍﻹﺴﻼﻡ‪) ،‬ﺍﻝﻘﺎﻫﺭﺓ‪ :‬ﻤﻜﺘﺒـﺔ‬ ‫‪(١١٩‬‬

‫ﺍﻝﺨﺎﻨﺠﻲ‪ ،‬ﺍﻝﺭﻴﺎﺽ‪ ،‬ﺩﺍﺭ ﺍﻝﺭﻓﺎﻋﻲ‪ ،(١٩٨٣ ،‬ﺹ‪.٣٥‬‬
‫ﺴﺎﻤﻲ ﺫﺒﻴﺎﻥ‪ ،‬ﻤﺩﺨل ﻨﻅﺭﻱ ﻭﻋﻤﻠﻲ ﺇﻝﻰ ﺍﻝﺼﺤﺎﻓﺔ ﺍﻝﻴﻭﻤﻴـﺔ ﻭﺍﻹﻋـﻼﻡ‪:‬‬ ‫‪(١٢٠‬‬
‫ﺍﻝﻤﻭﻀﻭﻉ ﻭﺍﻝﺘﻘﻨﻴﺔ ﻭﺍﻝﺘﻨﻔﻴﺫ‪ ،‬ﻁ‪) ،١‬ﺒﻴﺭﻭﺕ‪ :‬ﺩﺍﺭ ﺍﻝﻤﺴﻴﺭﺓ‪ ،(١٩٧٩ ،‬ﺹ‪.٥٧‬‬
‫ﻜﺫﻝﻙ‪ :‬ﺤﺴﻥ ﺘﻭﻓﻴﻕ ﺤﺴﻥ ﻤﻭﺴﻰ‪ ،‬ﺍﻗﺘﺼﺎﺩﻴﺎﺕ ﺼﻨﺎﻋﺔ ﺍﻝﺼﺤﺎﻓﺔ‪ ،‬ﻜﺘـﺎﺏ ﺍﻷﻫـﺭﺍﻡ‬
‫ﺍﻻﻗﺘﺼﺎﺩﻱ‪) ،‬ﺍﻝﻘﺎﻫﺭﺓ‪ ،(١٩٩٣ :‬ﺹ‪.٨٣‬‬
‫ﻜﺫﻝﻙ‪ :‬ﺁﺴﻤﺎ ﺤﺴﻴﻥ ﺤﺎﻓﻅ‪ ،‬ﺃﺼﻭل ﻭﻤﺒﺎﺩﺉ ﺍﻝﺼﺤﺎﻓﺔ‪) ،‬ﺍﻝﻘﺎﻫﺭﺓ‪ ،(١٩٩٧ :‬ﺹ‪-٥٦‬‬
‫‪.٥٧‬‬
‫ﻜﺫﻝﻙ‪ :‬ﻋﺒﺩ ﺍﻝﻔﻀﻴل ﻤﺤﻤﺩ ﺃﺤﻤﺩ‪ ،‬ﺍﻹﻋﻼﻥ ﻋﻥ ﺍﻝﻤﻨﺘﺠﺎﺕ ﻭﺍﻝﺨﺩﻤﺎﺕ ﻤـﻥ ﺍﻝﻭﺠﻬـﺔ‬
‫ﺍﻝﻘﺎﻨﻭﻨﻴﺔ‪ ،‬ﻤﺭﺠﻊ ﺴﺎﺒﻕ‪ ،‬ﺹ‪.٦٧ -٦٦‬‬
‫ﻜﺫﻝﻙ‪ :‬ﺃﺤﻤﺩ ﺒﺩﺭ‪ ،‬ﺍﻻﺘﺼﺎل ﺒﺎﻝﺠﻤﺎﻫﻴﺭ ﺒﻴﻥ ﺍﻹﻋﻼﻡ ﻭﺍﻝﺘﻁﻭﻴﻊ ﻭﺍﻝﺘﻨﻤﻴـﺔ‪) ،‬ﺍﻝﻘـﺎﻫﺭﺓ‪:‬‬
‫ﺩﺍﺭ ﻗﺒﺎﺀ ﻝﻠﻁﺒﺎﻋﺔ ﻭﺍﻝﻨﺸﺭ ﻭﺍﻝﺘﻭﺯﻴﻊ‪ ،(١٩٩٨ ،‬ﺹ‪.١٠٤‬‬
‫ﺸﻭﻥ ﻤﺎﻜﺒﺭﺍﻴﺩ ﻭﺁﺨﺭﻭﻥ‪ ،‬ﻤﺭﺠﻊ ﺴﺎﺒﻕ‪ ،‬ﺹ‪.٢٤١‬‬ ‫‪(١٢١‬‬
‫ﺃﺤﻤﺩ ﻋﺎﺩل ﺭﺍﺸﺩ‪ ،‬ﺍﻹﻋﻼﻥ‪ ،‬ﻤﺭﺠﻊ ﺴﺎﺒﻕ‪ ،‬ﺹ‪.٣١‬‬ ‫‪(١٢٢‬‬
‫ﻤﺤﻤﻭﺩ ﻋﺴﺎﻑ‪ ،‬ﺃﺼﻭل ﺍﻹﻋﻼﻥ‪ ،‬ﻤﺭﺠﻊ ﺴﺎﺒﻕ‪ ،‬ﺹ‪.٣٠‬‬ ‫‪(١٢٣‬‬
‫ﻜﺫﻝﻙ‪ :‬ﻤﻨﺼﻭﺭ ﻓﻬﻤﻲ‪ ،‬ﺇﺩﺍﺭﺓ ﺍﻹﻋﻼﻥ‪ ،‬ﻤﺭﺠﻊ ﺴﺎﺒﻕ‪ ،‬ﺹ‪.٧٠‬‬
‫ﻜﺫﻝﻙ‪ :‬ﻤﺤﻤﺩ ﺭﻓﻴﻕ ﺍﻝﺒﺭﻗﻭﻗﻲ ﻭﺁﺨﺭﻭﻥ‪ ،‬ﻤﺭﺠﻊ ﺴﺎﺒﻕ‪ ،‬ﺹ‪.١٢٠‬‬
‫ﻜﺫﻝﻙ‪ :‬ﻁﻠﻌﺕ ﺃﺴﻌﺩ ﻋﺒﺩ ﺍﻝﺤﻤﻴﺩ‪ ،‬ﺃﺴﺎﺴﻴﺎﺕ ﺇﺩﺍﺭﺓ ﺍﻹﻋﻼﻥ‪ ،‬ﻤﺭﺠﻊ ﺴﺎﺒﻕ‪ ،‬ﺹ‪.٥١‬‬
‫ﻜﺫﻝﻙ‪ :‬ﻤﺤﻤﺩ ﺠﻭﺩﺕ ﻨﺎﺼﺭ‪ ،‬ﺍﻝﺩﻋﺎﻴﺔ ﻭﺍﻹﻋﻼﻥ ﻭﺍﻝﻌﻼﻗﺎﺕ ﺍﻝﻌﺎﻤﺔ‪ ،‬ﻤﺭﺠـﻊ ﺴـﺎﺒﻕ‪،‬‬
‫ﺹ‪.١٤٦‬‬
‫ﺤﺴﻥ ﻋﻤﺎﺩ ﻤﻜﺎﻭﻱ‪ ،‬ﻭﻝﻴﻠﻰ ﺤﺴﻴﻥ ﺍﻝﺴﻴﺩ‪ ،‬ﺍﻻﺘﺼﺎل ﻭﻨﻅﺭﻴﺎﺘﻪ ﺍﻝﻤﻌﺎﺼﺭﺓ‪،‬‬ ‫‪(١٢٤‬‬
‫ﻁ‪) ،١‬ﺍﻝﻘﺎﻫﺭﺓ‪ :‬ﺍﻝﺩﺍﺭ ﺍﻝﻤﺼﺭﻴﺔ ﺍﻝﻠﺒﻨﺎﻨﻴﺔ‪ ،(١٩٩٨ ،‬ﺹ‪.٧٩‬‬
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‫‪NATIONALE, DE LA FORMATION PROFESSIONNELLE‬‬
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‫‪Account: ns063387‬‬
. All rights reserved. May not be reproduced in any form without permission from the publisher, except fair uses permitted under U.S. or applicable

Muelling, Darrel D. "An linvestigation of Factors Underlying

Attitude Toward Advertising in General" , Jounral of Advertising,
Vol. 16, No. 1, 1987, pp. 32-40.
.٤١١‫ ﺹ‬،‫ ﻤﺭﺠﻊ ﺴﺎﺒﻕ‬،‫ ﺍﻹﻋﻼﻥ‬،‫ﻋﻠﻲ ﺍﻝﺴﻠﻤﻲ‬ (١٢٥
‫ ﺼـﻨﺎﻋﺔ ﺍﻹﻋـﻼﻥ ﻭﻋﻼﻗﺘﻬـﺎ ﺒﺎﻗﺘﺼـﺎﺩﻴﺎﺕ ﺍﻹﻋـﻼﻡ‬،‫ﺠﻴﻬﺎﻥ ﺭﺸﺘﻲ‬ (١٢٦
.٣٩‫ ﺹ‬،(١٩٨٩ ‫ ﻤﺎﻴﻭ‬،‫ ﻤﺅﺘﻤﺭ ﺁﻓﺎﻕ ﺍﻹﻋﻼﻥ ﺍﻝﻌﺭﺒﻲ ﺍﻝﺜﺎﻨﻲ‬:‫ )ﺍﻝﻘﺎﻫﺭﺓ‬،‫ﻭﺍﺴﺘﻘﻼﻝﻴﺘﻪ‬
Greyser and Reece, "Businessmen Look Hard at (١٢٧
Advertsing" Havrard Business Review, May- June 1971, p.22
‫ ﺘـﺄﺜﻴﺭ ﺍﻝﻘـﻴﻡ ﺍﻝﺘـﻲ ﺘﻌﻜﺴـﻬﺎ ﺇﻋﻼﻨـﺎﺕ‬،‫ﻨﺠﻭﻯ ﻤﺤﻤﺩ ﻤﺤﻤﺩ ﺍﻝﺠﺯﺍﺭ‬ (١٢٨
،‫ ﺠﺎﻤﻌﺔ ﺍﻝﻘﺎﻫﺭﺓ‬:‫ )ﻜﻠﻴﺔ ﺍﻹﻋﻼﻡ‬،‫ ﺭﺴﺎﻝﺔ ﺩﻜﺘﻭﺭﺍﻩ‬،‫ﺍﻝﺘﻠﻴﻔﺯﻴﻭﻥ ﻋﻠﻰ ﺍﻻﺘﺠﺎﻫﺎﺕ ﻨﺤﻭ ﺍﻹﻋﻼﻥ‬
.١٢٧‫ ﺹ‬،(١٩٩٨
،‫ ﻤﺩﺨل ﻨﻅﺭﻱ ﻭﻋﻤﻠﻲ ﺇﻝﻰ ﺍﻝﺼﺤﺎﻓﺔ ﺍﻝﻴﻭﻤﻴـﺔ ﻭﺍﻹﻋـﻼﻡ‬،‫ﺴﺎﻤﻲ ﺫﺒﻴﺎﻥ‬ (١٢٩
.٥٧‫ ﺹ‬،‫ﻤﺭﺠﻊ ﺴﺎﺒﻕ‬
Myers, John G. "Advertising and Socialization" in (١٣٠
Research in Marketing, Vol. 1, J Sheth, and Green wich, C.T: JAI
press, 1978, pp.169- 199.
‫ ﺩﺍﺭ‬:‫ )ﺍﻝﻘﺎﻫﺭﺓ‬،‫ ﺍﻷﺴﺱ ﻭﺍﻝﻤﺒﺎﺩﺉ‬:‫ ﺍﻹﻋﻼﻥ ﺍﻝﺘﻠﻴﻔﺯﻴﻭﻨﻲ‬،‫ﺴﺎﻤﻲ ﺍﻝﺸﺭﻴﻑ‬ (١٣١
.٦٩ ،٦٨‫ ﺹ‬،(١٩٩٠ ،‫ﺍﻝﻤﻌﺎﺭﻑ ﻝﻠﻁﺒﺎﻋﺔ ﻭﺍﻝﻨﺸﺭ‬
.٢٤١‫ ﺹ‬،‫ ﻤﺭﺠﻊ ﺴﺎﺒﻕ‬،‫ﺸﻭﻥ ﻤﺎﻜﺒﺭﺍﻴﺩ ﻭﺁﺨﺭﻭﻥ‬ (١٣٢
Christians, Cifford G., Kim B. Rotzoll and Mark (١٣٣
Fackler, "Media Ethics: Cases and Moral Reasoning", New York:
Longman Books, 4th ed, 1991, p.129.
‫ ﺘﺭﺠﻤـﺔ‬،‫ ﺍﻝﺜﻘﺎﻓﺔ ﺍﻻﺴﺘﻬﻼﻜﻴﺔ ﻭﺍﻻﺘﺠﺎﻫﺎﺕ ﺍﻝﺤﺩﻴﺜـﺔ‬،‫ﻤﺎﻴﻙ ﻓﻴﺩﺭﺴﺘﻭﻥ‬ (١٣٤
.١٢١ -١١٢‫ ﺹ‬،(١٩٩٠ ،‫ ﺩﺍﺭ ﺍﻝﻔﺎﺭﺍﺒﻲ‬:‫ )ﺒﻴﺭﻭﺕ‬،‫ﻤﺤﻤﺩ ﻋﺒﺩ ﺍﷲ ﺍﻝﻤﻁﻭﻉ‬
O, Toole, John. "The Trouble with Advertising", (١٣٥
New York: Chelsea House, 1980, pp.89- 90.
‫ ﻤﻜﺘﺒـﺔ‬:‫ )ﺍﻝﻘـﺎﻫﺭﺓ‬،٢‫ ﻁ‬،‫ ﺍﻹﻋﻼﻡ ﻭﺍﻻﺘﺼﺎل ﺒﺎﻝﺠﻤـﺎﻫﻴﺭ‬،‫ﺇﺒﺭﺍﻫﻴﻡ ﺇﻤﺎﻡ‬ (١٣٦
.١٧‫ ﺹ‬،(١٩٧٧ ،‫ﺍﻷﻨﺠﻠﻭ ﺍﻝﻤﺼﺭﻴﺔ‬
Joe Bensman., "Eollars and Sense" Ny: putnams (١٣٧
Copyright © 2017.

Sons, 1966, pl.11

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‫‪. All rights reserved. May not be reproduced in any form without permission from the publisher, except fair uses permitted under U.S. or applicable‬‬

‫‪Heilbroner, Robert L. "Demand for the Supply Side,‬‬ ‫‪(١٣٨‬‬

‫‪New York Review of Books, 38, June 11, 1981, p.40‬‬
‫‪Leo F Greenland, "Advertisers Must Stop Conning‬‬ ‫‪(١٣٩‬‬
‫‪Customers", Harvard Business Reveiew July- August 1974, p.18‬‬
‫ﻋﺎﻁﻑ ﻋﺩﻝﻲ ﺍﻝﻌﺒﺩ‪ ،‬ﺍﻻﺘﺼﺎل ﻭﺍﻝـﺭﺃﻱ ﺍﻝﻌـﺎﻡ‪) ،‬ﺍﻝﻘـﺎﻫﺭﺓ‪ :‬ﺩﺍﺭ ﺍﻝﻔﻜـﺭ‬ ‫‪(١٤٠‬‬
‫ﺍﻝﻌﺭﺒﻲ‪ ،(١٩٩٣ ،‬ﺹ‪.٢٨٩ ،٢٨٨ ،٣٠‬‬
‫ﻤﻨﻰ ﺴﻌﻴﺩ ﺍﻝﺤﺩﻴﺩﻱ‪ ،‬ﻭﺴﻠﻭﻯ ﺇﻤﺎﻡ ﻋﻠـﻲ‪ ،‬ﺍﻹﻋـﻼﻥ ﻓـﻲ ﺍﻝﺘﻠﻴﻔﺯﻴـﻭﻥ‬ ‫‪(١٤١‬‬
‫ﺍﻝﻤﺼﺭﻱ‪) ،‬ﺍﻝﻘﺎﻫﺭﺓ‪ :‬ﺩﺍﺭ ﺍﻝﻔﻜﺭ ﺍﻝﻌﺭﺒﻲ‪ ،(١٩٨٨ ،‬ﺹ‪.١٢٣‬‬
‫ﺍﻨﻅﺭ ﻓﻲ ﺫﻝﻙ ﺃﻴﻀﹰﺎ‪ :‬ﺤﻤﺩﻱ ﺤﺴﻥ‪ ،‬ﺍﻝﻁﻔل ﻭﺇﻋﻼﻨﺎﺕ ﺍﻝﺘﻠﻴﻔﺯﻴﻭﻥ‪) ،‬ﺍﻝﻘﺎﻫﺭﺓ‪ :‬ﻤﺠﻠـﺔ‬
‫ﺍﻝﺒﺤﻭﺙ ﺍﻹﻋﻼﻤﻴﺔ‪ ،‬ﺠﺎﻤﻌﺔ ﺍﻷﺯﻫﺭ‪ ،‬ﺍﻝﻌﺩﺩ ﺍﻝﺨﺎﻤﺱ‪ ،‬ﻴﻭﻝﻴﻭ‪ ،(١٩٩٦ ،‬ﺹ‪.٣٢‬‬
‫ﻭﻝﻴﺎﻡ‪ .‬ل‪ .‬ﺭﻴﻔﺭﺯ ﻭﺁﺨﺭﻭﻥ‪ ،‬ﻭﺴﺎﺌل ﺍﻹﻋﻼﻡ ﻭﺍﻝﻤﺠﺘﻤﻊ ﺍﻝﺤﺩﻴﺙ‪ ،‬ﺘﺭﺠﻤـﺔ‬ ‫‪(١٤٢‬‬
‫ﺇﺒﺭﺍﻫﻴﻡ ﺇﻤﺎﻡ‪) ،‬ﺍﻝﻘﺎﻫﺭﺓ‪ :‬ﺩﺍﺭ ﺍﻝﻤﻌﺭﻓﺔ‪ ،(١٩٧٥ ،‬ﺹ‪.٣٧٧ -٣٧٦‬‬
‫ﻤﺤﻤﺩ ﺍﻝﺴﻤﺎﻙ‪ ،‬ﺘﺒﻌﻴﺔ ﺍﻹﻋﻼﻡ ﺍﻝﺤﺭ‪ ،‬ﻁ‪) ،١‬ﺒﻴﺭﻭﺕ‪ :‬ﺍﻝﻤﺅﺴﺴﺔ ﺍﻝﺠﺎﻤﻌﻴﺔ‬ ‫‪(١٤٣‬‬
‫ﻝﻠﺩﺭﺍﺴﺎﺕ ﻭﺍﻝﻨﺸﺭ ﻭﺍﻝﺘﻭﺯﻴﻊ‪ ،(١٩٩١ ،‬ﺹ‪.٣٤‬‬
‫ﻋﺒﺩ ﺍﻝﻌﺯﻴﺯ ﻋﺒﺩ ﺍﻝﻌﺯﻴﺯ ﺘﺭﻜﺴﺘﺎﻨﻲ‪ ،‬ﺘﺄﺜﻴﺭ ﺍﻹﻋﻼﻥ ﺍﻝﺘﻠﻴﻔﺯﻴﻭﻨﻲ ﺍﻝـﺩﻭﻝﻲ‬ ‫‪(١٤٤‬‬
‫ﻋﻠﻰ ﺍﻝﺠﻭﺍﻨﺏ ﺍﻻﺠﺘﻤﺎﻋﻴﺔ ﻭﺍﻝﺜﻘﺎﻓﻴﺔ ﻓﻲ ﺍﻝﻤﻤﻠﻜﺔ ﺍﻝﻌﺭﺒﻴﺔ ﺍﻝﺴﻌﻭﺩﻴﺔ‪ ،‬ﺭﺴﺎﻝﺔ ﺩﻜﺘﻭﺭﺍﻩ‪ ،‬ﻜﻠﻴـﺔ‬
‫ﺍﻹﻋﻼﻡ‪ ،‬ﺠﺎﻤﻌﺔ ﺍﻝﻘﺎﻫﺭﺓ‪ ،‬ﺹ‪.١٠٥‬‬
‫ﺠﻭﻥ ﻤﻴﺭل ﻭﺭﺍﻝﻑ ﻝﻭ ﻴﻨﺸﺘﺎﻴﻥ‪ ،‬ﺍﻹﻋﻼﻡ ﻭﺴﻴﻠﺔ ﻭﺭﺴﺎﻝﺔ‪ ،‬ﺘﺭﺠﻤﺔ ﺴﺎﻋﺩ‬ ‫‪(١٤٥‬‬
‫ﺨﻀﺭ ﺍﻝﻌﺭﺍﺒﻲ ﺍﻝﺤﺎﺭﺜﻲ )ﺍﻝﺭﻴﺎﺽ‪ :‬ﺩﺍﺭ ﺍﻝﻤﺭﻴﺦ‪ ،(١٩٨٩ ،‬ﺹ‪.١٢٢‬‬
‫ﻤﻨﻰ ﺍﻝﺤﺩﻴﺩﻱ‪ ،‬ﺍﻹﻋﻼﻥ‪ ،‬ﻤﺭﺠﻊ ﺴﺎﺒﻕ‪ ،‬ﺹ‪.٥٩‬‬ ‫‪(١٤٦‬‬
‫‪Joseph‬‬ ‫‪Straubhaar‬‬ ‫‪and‬‬ ‫‪RoErt‬‬ ‫‪Larose,‬‬ ‫‪(١٤٧‬‬
‫‪"Communications Media in the Information Society", U.S.A,‬‬
‫‪Wordsworth publishing Company, 1997, pp.426- 427.‬‬
‫ﻫﺎﻨﻲ ﺍﻝﺭﻀﺎ‪ ،‬ﻭﺭﺍﻤﺯ ﻋﻤﺎﺭ‪ ،‬ﺍﻝﺭﺃﻱ ﺍﻝﻌـﺎﻡ ﻭﺍﻹﻋـﻼﻡ ﻭﺍﻝﺩﻋﺎﻴـﺔ‪ ،‬ﻁ‪،١‬‬ ‫‪(١٤٨‬‬
‫)ﺒﻴﺭﻭﺕ‪ :‬ﺍﻝﻤﺅﺴﺴﺔ ﺍﻝﺠﺎﻤﻌﻴﺔ ﻝﻠﺩﺭﺍﺴﺎﺕ ﻭﺍﻝﻨﺸﺭ ﻭﺍﻝﺘﻭﺯﻴﻊ‪ ،(١٩٩٨ ،‬ﺹ‪.١٧٢‬‬
‫‪Muelling, Derrel D. "An Investigation of Factors‬‬ ‫‪(١٤٩‬‬
‫‪Underlying Attitude Advertising, Vol. 16, No. 1, 1987, pp.32- 40.‬‬
‫ﻜﺫﻝﻙ‪ :‬ﺤﺴﻥ ﻤﺤﻤﺩ ﺨﻴﺭ ﺍﻝﺩﻴﻥ‪ ،‬ﺍﻹﻋﻼﻥ‪ ،‬ﻤﺭﺠﻊ ﺴﺎﺒﻕ‪ ،‬ﺹ‪.٨٤ ،٨٣‬‬
‫ﻤﻨﻰ ﺍﻝﺤﺩﻴﺩﻱ‪ ،‬ﺍﻹﻋﻼﻥ‪ ،‬ﻤﺭﺠﻊ ﺴﺎﺒﻕ‪ ،‬ﺹ‪.٥٤ -٥٣‬‬ ‫‪(١٥٠‬‬
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.٥٩‫ ﺹ‬،‫ﺍﻝﻤﺭﺠﻊ ﺍﻝﺴﺎﺒﻕ‬ (١٥١

،‫ ﻗﻀﺎﻴﺎ ﺍﻝﺘﺒﻌﻴﺔ ﺍﻹﻋﻼﻤﻴﺔ ﻭﺍﻝﺜﻘﺎﻓﻴﺔ ﻓﻲ ﺍﻝﻌﺎﻝﻡ ﺍﻝﺜﺎﻝـﺙ‬،‫ ﻋﻭﺍﻁﻑ ﻋﺒﺩ ﺍﻝﺭﺤﻤﻥ‬:‫ﻜﺫﻝﻙ‬
.١٠٧ ،١٠٦‫ ﺹ‬،(١٩٨٧ ،‫ ﺩﺍﺭ ﺍﻝﻔﻜﺭ ﺍﻝﻌﺭﺒﻲ‬:‫ )ﺍﻝﻘﺎﻫﺭﺓ‬،٢‫ﻁ‬
.١٩٣‫ ﺹ‬،‫ ﻤﺭﺠﻊ ﺴﺎﺒﻕ‬،‫ ﺍﻹﻋﻼﻥ‬،‫ﻤﺤﻤﺩ ﺍﻝﻭﻓﺎﺌﻲ‬ (١٥٢
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‫ﺍﻝﻔﺼل ﺍﻝﺜﺎﻨﻲ‬
‫ﺃﻨﻭﺍﻉ ﺍﻹﻋﻼﻥ‬
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‫ﺘﻤﻬﻴﺩ‬

‫ﺘﺘﻌﺩﺩ ﺃﻨﻭﻉ ﺍﻹﻋﻼﻥ ﺒﺘﻌﺩﺩ ﺍﻝﺘﻲ ﻨﻘﺴﻤﻪ ﺒﻬﺎ‪ ،‬ﺤﻴـﺙ ﺘﻭﺠـﺩ ﻤﻘـﺎﻴﻴﺱ ﺃﻭ‬
‫ﻤﻌﺎﻴﻴﺭ ﻤﺨﺘﻠﻔﺔ ﻴﺘﻡ ﻭﻓﻘﻬﺎ ﺘﺤﺩﻴﺩ ﺃﻨﻭﺍﻉ ﺍﻹﻋﻼﻥ‪ ،‬ﺇﻻ ﺃﻥ ﺃﻫﻡ ﻤﻌﻴﺎﺭﻴﻥ ﻓﻲ ﺘﻘﺩﻴﺭﻱ‬
‫ﻫﻤﺎ ﻤﻌﻴﺎﺭ ﺍﻝﻤﻀﻤﻭﻥ ﻭﺍﻝﺸﻜل‪ ،‬ﺤﻴﺙ ﻴﻤﻜﻥ ﺘﻘﺴﻴﻡ ﺍﻹﻋﻼﻥ ﺇﻝﻰ ﺃﻨﻭﺍﻉ ﻤﺘﻌـﺩﺩﺓ‬
‫ﻤﻥ ﺤﻴﺙ ﺍﻝﻤﻀﻤﻭﻥ ‪ ،‬ﻜﻤﺎ ﻴﻤﻜﻥ ﺘﻘﺴﻴﻤﻪ ﺃﻴﻀﺎ ﻭﻓﻕ ﻤﻌﻴﺎﺭ ﺍﻝﺸﻜل ﺇﻝﻰ ﻋﺩﺩ ﻤﻥ‬
‫ﺍﻻﻨﻭﺍﻉ‪ ،‬ﻜﻤﺎ ﺃﻨﻪ ﻭﻓﻲ ﺍﻁﺎﺭ ﻜل ﻤﻥ ﺍﻝﻤﻀﻤﻭﻥ ﻭﺍﻝﺸﻜل ﻜل ﻋﻠﻰ ﺤﺩﺓ ﺘﺘﻔـﺭﻉ‬
‫ﺃﻨﻭﺍﻉ ﺃﺨﺭﻯ ﻤﻥ ﺍﻹﻋﻼﻥ‪ ،‬ﻭﻜل ﺫﻝﻙ ﻜﺎﻝﺘﺎﻝﻲ‪:‬‬
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‫ﺍﻨﻭﺍﻉ ﺍﻹﻋﻼﻨﺎﺕ ﻤﻥ ﺤﻴﺙ ﺍﻝﻤﻀﻤﻭﻥ‬

‫ﺃﻭﻻ‪ :‬ﺍﻹﻋﻼﻨﺎﺕ ﺍﻝﺘﺠﺎﺭﻴﺔ‪:‬‬

‫ﺘﻌﺘﺒﺭ ﺍﻹﻋﻼﻨﺎﺕ ﺍﻝﺘﺠﺎﺭﻴﺔ ﻤﻥ ﺃﻜﺜﺭ ﺃﻨﻭﺍﻉ ﺍﻹﻋﻼﻨﺎﺕ ﺍﻨﺘﺸﺎﺭﺍ ﺴﻭﺍﺀ ﻜﺎﻥ‬
‫ﺫﻝﻙ ﻓﻲ ﻭﺴﺎﺌل ﺍﻹﻋﻼﻡ ﺍﻝﻤﺨﺘﻠﻔﺔ‪ :‬ﺼﺤﺎﻓﺔ ـ ﺍﺫﺍﻋﺔ ـ ﺘﻠﻔﺯﻴﻭﻥ ‪..‬ﺍﻝﺦ‪..‬ﺃﻭ ﻓـﻲ‬
‫ﻭﺴﺎﺌل ﺍﻹﻋﻼﻥ ﺍﻻﺨﺭﻯ ﻜﺎﻝﻼﻓﺘﺎﺕ ﺍﻝﻤﻌﻠﻘﺔ ﻓﻲ ﺍﻝﻁﺭﻕ ﻭﺍﻝﻤﻴﺎﺩﻴﻥ‪ ،‬ﻭﺍﻝﻤﻼﻋـﺏ‬
‫ﺍﻝﺭﻴﺎﻀﻴﺔ‪ ،‬ﺃﻭ ﺘﻠﻙ ﺍﻝﻤﻜﺘﻭﺒﺔ ﻋﻠﻰ ﺍﻝﺤﺎﻓﻼﺕ ﻭﺴﻴﺎﺭﺍﺕ ﻨﻘل ﺍﻝﺭﻜـﺎﺏ‪ ،‬ﺃﻭ ﻤـﻥ‬
‫ﺨﻼل ﻭﺴﺎﺌل ﺍﻹﻋﻼﻥ ﺍﻝﺤﺩﻴﺜﺔ‪ ،‬ﻜﺸﺒﻜﺔ ﺍﻝﻤﻌﻠﻭﻤﺎﺕ ﺍﻝﺩﻭﻝﻴﺔ‪.‬‬
‫ﻭﻴﺯﺩﺍﺩ ﻨﺸﺭ ﺍﻹﻋﻼﻨﺎﺕ ﺍﻝﺘﺠﺎﺭﻴﺔ ﻓﻲ ﺍﻝﻤﺠﺘﻤﻌﺎﺕ ﺍﻝﺭﺍﺴﻤﺎﻝﻴﺔ ﺍﻝﺘﻲ ﻴﺴـﻭﺩ‬
‫ﻓﻴﻬﺎ ﺃﺴﻠﻭﺏ ﺍﻝﻤﻨﺎﻓﺴﺔ ﺍﻝﺘﺠﺎﺭﻴﺔ‪.‬‬
‫ﻜﻤﺎ ﺘﻤﺜل ﺍﻹﻋﻼﻨﺎﺕ ﺍﻝﺘﺠﺎﺭﻴﺔ ﺼﻠﺏ ﺍﻝﻨﺸﺎﻁ ﺍﻹﻋﻼﻨﻲ ﺍﻝﺫﻱ ﺘﻌﻴﺵ ﻋﻠﻴﻪ‬
‫ﻭﺴﺎﺌل ﺍﻹﻋﻼﻡ ﺍﻝﻤﺨﺘﻠﻔﺔ‪ ،‬ﺤﻴﺙ ﺘﺯﺩﺍﺩ ﺤﺎﺠﺔ ﺍﻝﻤﻌﻠﻥ ﻫﻨﺎ ﻝﺘﻠﻙ ﺍﻝﻭﺴـﺎﺌل ﻝﻜـﻲ‬
‫ﻴﻀﻤﻥ ﻭﺼﻭل ﺇﻋﻼﻨﻪ ﺇﻝﻰ ﺃﻜﺒﺭ ﻋﺩﺩ ﻤﻤﻜﻥ ﻤﻥ ﺍﻝﺠﻤﻬﻭﺭ ﺍﻝﺫﻱ ﻴﺘﻭﺠﻪ ﺍﻝﻴﻪ ﺒﻤﺎ‬
‫ﻴﻜﻔل ﺯﻴﺎﺩﺓ ﺘﻭﺯﻴﻊ ﺍﻝﺴﻠﻌﺔ ﺃﻭ ﺍﻝﺨﺩﻤﺔ‪ ،‬ﻭﺒﺎﻝﺘﺎﻝﻲ ﺯﻴﺎﺩﺓ ﺍﻻﺭﺒﺎﺡ‪.‬‬
‫ﻭﺒﻨﻅﺭﺓ ﻤﺘﻔﺤﺼﺔ ﻝﻤﺎ ﺘﻨﺸﺭﻩ ﻭﺴﺎﺌل ﺍﻹﻋﻼﻡ ﻓﻲ ﻭﻗﺘﻨﺎ ﺍﻝﺤﺎﻀﺭ ﻨﻼﺤـﻅ‬
‫ﺍﺭﺘﻔﺎﻉ ﻨﺴﺒﺔ ﺍﻹﻋﻼﻨﺎﺕ ﺍﻝﺘﺠﺎﺭﻴﺔ ﺒﺸـﻜل ﻤﻠﺤـﻭﻅ‪ ،‬ﺨﺎﺼـﺔ ﻓـﻲ ﺍﻝﻭﺴـﺎﺌل‬
‫ﺍﻻﻝﻜﺘﺭﻭﻨﻴﺔ‪ " ،‬ﺍﻝﺭﺍﺩﻴﻭ ـ ﺍﻝﺴﻴﻨﻤﺎ ـ ﺍﻝﺘﻠﻔﺯﻴﻭﻥ"‪ ،‬ﻓﻲ ﺤﻴﻥ ﻻ ﺘﻘﺘﺼﺭ ﺍﻝﺼـﺤﻑ‬
‫ﻋﻠﻰ ﻨﺸﺭ ﺍﻻﻋﻼﻨﺎﺕ ﺍﻝﺘﺠﺎﺭﻴﺔ‪ ،‬ﺒل ﺘﺘﻌﺩﺍﻫﺎ ﺇﻝﻰ ﻨﺸﺭ ﺃﻨﻭﺍﻥ ﺍﻹﻋﻼﻨﺎﺕ ﺍﻻﺨﺭﻯ‪،‬‬
‫ﻜﺎﻹﻋﻼﻨﺎﺕ ﺍﻻﺠﺘﻤﺎﻋﻴﺔ‪ ،‬ﻭﺇﻋﻼﻨﺎﺕ ﺍﻻﻋﻤﺎل‪ ،‬ﻭﻏﻴﺭﻫﺎ ﻤﻤﺎ ﺴﻨﺄﺘﻲ ﻋﻠﻰ ﺫﻜـﺭﻩ‬
‫ﻓﻲ ﻤﻭﻀﻊ ﻻﺤﻕ‪.‬‬
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‫ﻭﻴﻌﺘﺒﺭ ﺍﻹﻋﻼﻥ ﺍﻝﺘﺠﺎﺭﻱ ﺃﺤﺩ ﺃﻫﻡ ﻭﺴﺎﺌل ﺯﻴﺎﺩﺓ ﺍﻝﻤﺒﻴﻌﺎﺕ ﻓـﻲ ﺍﻝﻭﻗـﺕ‬
‫ﺍﻝﺤﺎﻀﺭ‪ ،‬ﻭﻫﻭ ﺒﺎﻝﺘﺎﻝﻲ ﺍﺩﺃﺓ ﺭﺌﻴﺴﻴﺔ ﻤـﻥ ﺍﺩﻭﺃﺕ ﺘﺴـﻭﻴﻕ ﺍﻝﺴـﻠﻊ ﻭﺍﻝﺨـﺩﻤﺎﺕ‬
‫ﻭﺘﺼﺭﻴﻔﻬﺎ‪ ،‬ﻭﻗﻨﺎﺓ ﺒﻴﻌﻴﺔ ﻴﺘﻡ ﻤﻥ ﺨﻼﻝﻬﺎ ﺍﻝﻭﺼﻭل ﺇﻝﻰ ﻤﻼﻴﻴﻥ ﺍﻝﻤﺴﺘﻬﻠﻜﻴﻥ ﻓـﻲ‬
‫ﻭﻗﺕ ﻭﺍﺤﺩ‪ ،‬ﻭﺒﺴﺭﻋﺔ ﻓﺎﺌﻘﺔ‪ ،‬ﻭﺒﺘﻜﻠﻔﺔ ﻤﺎﻝﻴﺔ ﻗﻠﻴﻠﺔ ﻤﻘﺎﺭﻨﺔ ﺒﺤﺠﻡ ﺍﻝﺠﻤﻬﻭﺭ ﺍﻝـﺫﻱ‬
‫ﻴﺨﺎﻁﺒﻪ‪ ،‬ﻭﺍﺘﺴﺎﻉ ﺍﻝﺭﻗﻌﺔ ﺍﻝﺠﻐﺭﺍﻓﻴﻰﺓ ﺍﻝﺘﻲ ﻴﻐﻁﻴﻬﺎ‪ ،‬ﻭﺍﻝﻤﺩﺓ ﺍﻝﺯﻤﻨﻴﺔ ﺍﻝﺘﻲ ﻴﺘﻁﻠﺒﻬﺎ‬
‫ﻜل ﺫﻝﻙ‪.‬‬
‫ﻭﻋﻠﻰ ﻀﺅ ﺫﻝﻙ ﻓﺈﻨﻪ ﻴﻤﻜﻥ ﺍﻝﻘﻭل ﺒﺄﻥ ﺍﻹﻋﻼﻥ ﺍﻝﺘﺠﺎﺭﻱ ﻫﻭ "ﺍﻹﻋـﻼﻥ‬
‫ﺍﻝﺫﻱ ﺘﻘﻭﻡ ﺒﻪ ﺍﻝﺠﻬﺎﺕ ﺍﻝﻤﻨﺘﺠﺔ ﺃﻭ ﺍﻝﺒﺎﺌﻌﺔ‪ ،‬ﻤﻥ ﺃﺠل ﺃﻜﺘﺴﺎﺏ ﺍﻝﻌﻤـﻼﺀ ﻭﺯﻴـﺎﺩﺓ‬
‫ﻋﺩﺩﻫﻡ‪ ،‬ﺃﻭ ﺍﻻﺤﺘﻔﺎﻅ ﺒﻬﻡ ﻋﻥ ﻁﺭﻴﻕ ﺘﻘﺩﻴﻡ ﺒﻌـﺽ ﺍﻝﻤﻌﻠﻭﻤـﺎﺕ ﻋـﻥ ﺍﻝﺴـﻠﻊ‬
‫ﺍﻻﺴﺘﻬﻼﻜﻴﺔ ﺃﻭ ﺍﻝﺴﻠﻊ ﺍﻝﺘﻲ ﺘﻬﻡ ﺍﻝﻤﺴﺘﻬﻠﻙ ﺍﻻﺨﻴﺭ‪ ،‬ﺃﻭ ﺘﺠﺎﺭ ﺍﻝﺘﺠﺯﺌﺔ‪ ،‬ﺃﻭ ﻗﻨﻭﺍﺕ‬
‫ﺍﻝﺘﻭﺯﻴﻊ ﺍﻻﺨﺭﻯ ﺍﻝﺘﻲ ﺘﺘﻭﻝﻰ ﻤﻬﻤﺔ ﺘﺼﺭﻴﻑ ﻫﺫﻩ ﺍﻝﺴﻠﻊ‪ ،‬ﻤـﻥ ﺃﺠـل ﺘﻌﺭﻴﻔـﻪ‬
‫ﺒﻤﺯﺍﻴﺎﻫﺎ‪ ،‬ﻭﺒﻤﺩﻯ ﻜﻔﺎﺀﺘﻬـﺎ ﻓـﻲ ﺃﺸـﺒﺎﻉ ﺭﻏﺒﺎﺘـﻪ ﻭﺍﺤﺘﻴﺎﺠﺎﺘـﻪ‪ ،‬ﻭﺒﻁـﺭﻕ‬
‫ﺍﺴﺘﺨﺩﺍﻤﻬﺎ")‪.(١‬‬
‫ﻭﻴﻬﺩﻑ ﺍﻹﻋﻼﻥ ﺍﻝﺘﺠﺎﺭﻱ ﺒﺎﻝﺩﺭﺠﺔ ﺍﻻﻭﻝﻰ ﺇﻝﻰ ﺒﻴﻊ ﻭﺘﺴﻭﻴﻕ ﺍﻝﻤﻨﺘﺞ ﺴﻭﺍﺀ‬
‫ﻜﺎﻥ ﺴﻠﻌﺔ ﺃﻭ ﺨﺩﻤﺔ‪ ،‬ﻭﻫﻭ ﺒﺫﻝﻙ ﻴﺴﺘﺨﺩﻡ ﻜﺎﻓﺔ ﺃﺴﺎﻝﻴﺏ ﺍﻝﺘﺄﺜﻴﺭ ﺍﻝﻨﻔﺴﻴﺔ ﺍﻝﺘﻲ ﻤـﻥ‬
‫ﺸﺄﻨﻬﺎ ﺃﻥ ﺘﺩﻓﻊ ﺃﻭ ﺘﺴﺎﻫﻡ ﻓﻲ ﺩﻓﻊ ﺍﻻﻓﺭﺍﺩ ﺍﻝﻤﺴﺘﻬﺩﻓﻴﻥ ﺇﻝﻰ ﺸـﺭﺍﺀ ﺍﻝﺴـﻠﻌﺔ‪ ،‬ﺃﻭ‬
‫ﺍﻝﺘﻌﺎﻤل ﻤﻊ ﺍﻝﺨﺩﻤﺔ ﺍﻝﻤﻌﻠﻥ ﻋﻨﻬﺎ‪ ،‬ﻭﻫﻭ ﻜﺫﻝﻙ ﻭﻜﻤﺎ ﻴﻔﻬﻡ ﻤﻥ ﺃﺴﻤﻪ ﺍﺩﺃﺓ ﺘﺠﺎﺭﻴـﺔ‬
‫ﺘﺴﻌﻰ ﺒﺼﻭﺭﺓ ﺃﺴﺎﺴﻴﺔ ﺇﻝﻰ ﺯﻴﺎﺩﺓ ﺍﻝﻜﻤﻴﺎﺕ ﺍﻝﻤﺒﺎﻋﺔ ﻤﻥ ﺍﻝﻤﻨﺘﺠـﺎﺕ ﻭﺍﻝﺨـﺩﻤﺎﺕ‬
‫ﺍﻝﺘﻲ ﺘﺭﻭﺝ ﻝﻬﺎ‪.‬‬
‫ﻭﺘﻨﻘﺴﻡ ﺍﻹﻋﻼﻨﺎﺕ ﺍﻝﺘﺠﺎﺭﻴﺔ ﺇﻝﻰ ﻨﻭﻋﻴﻥ ﺃﺴﺎﺴﻴﻴﻥ‪ ،‬ﺘﻨﻀﻭﻱ ﺘﺤـﺕ ﻜـل‬
‫ﻤﻨﻬﻤﺎ ﺃﻨﻭﺍﻉ ﻤﺘﻌﺩﺩﺓ ﻤﻥ ﺍﻹﻋﻼﻨﺎﺕ‪ ،‬ﻭﺫﻝﻙ ﻜﺎﻝﺘﺎﻝﻲ‪:‬‬
‫‪Copyright © 2017.‬‬
‫‪copyright law.‬‬

‫‪-٧٠-‬‬

‫‪EBSCO Publishing : eBook Arabic Collection Trial - printed on 4/4/2020 5:45 PM via MINISTÈRE DE L''EDUCATION‬‬
‫‪NATIONALE, DE LA FORMATION PROFESSIONNELLE‬‬
‫; ‪AN: 1945112‬‬ ‫;‪.‬‬
‫‪Account: ns063387‬‬
‫‪. All rights reserved. May not be reproduced in any form without permission from the publisher, except fair uses permitted under U.S. or applicable‬‬

‫ﺃ ـ ﺇﻋﻼﻨﺎﺕ ﺍﻝﺴﻠﻊ‪:‬‬
‫ﻭﻨﻘﺼﺩ ﺒﻬﺎ ﺫﻝﻙ ﺍﻝﻨﻭﻉ ﻤﻥ ﺍﻹﻋﻼﻨﺎﺕ ﺍﻝﺘﺠﺎﺭﻴـﺔ ﺍﻝﺘـﻲ ﺘـﺭﻭﺝ ﻝﺒﻴـﻊ‬
‫ﻭﺘﺼﺭﻴﻑ ﻤﻨﺘﺠﺎﺕ ﺴﻠﻌﻴﺔ ﻭﻝﻴﺱ ﺨﺩﻤﺎﺕ‪ ،‬ﺤﻴﺙ ﺘﺘﻤﺜل ﺘﻠﻙ ﺍﻝﻤﻨﺘﺠﺎﺕ ﺍﻝﺴـﻠﻌﻴﺔ‬
‫ﻓﻲ ﻤﺎ ﻴﺘﻡ ﻋﺭﻀﻪ ﻋﺒﺭ ﺍﻻﺴﻭﺍﻕ ﻭﺍﻝﻤﺤﺎل ﺍﻝﺘﺠﺎﺭﻴﺔ‪ ،‬ﻤﻥ ﻤﻭﺍﺩ ﺘﺒﺎﻉ ﺒﺎﻝﺘﺠﺯﺌﻴﺔ‪،‬‬
‫ﺃﻭ ﺒﺎﻝﺠﻤﻠﺔ‪ ،‬ﻭﻴﻘﻭﻡ ﺍﻻﻓﺭﺍﺩ ﻭﺍﻝﻤﺅﺴﺴﺎﺕ ﺒﺸﺭﺍﺌﻬﺎ‪ ،‬ﻭﺍﺴﺘﻬﻼﻜﻬﺎ ﻤﺒﺎﺸـﺭﺓ ﺴـﻭﺍﺀ‬
‫ﺒﺎﻻﺴﺘﻌﻤﺎل ﺍﻝﻁﻭﻴل ﺍﻻﺠل‪ ،‬ﺃﻭ ﺍﻝﻘﺼﻴﺭ‪.‬‬
‫ﻭﺘﻨﻘﺴﻡ ﺇﻋﻼﻨﺎﺕ ﺍﻝﺴﻠﻊ ﺇﻝﻰ ﻨﻭﻋﻴﻥ ﺃﺴﺎﺴـﻴﻴﻥ ﻫﻤـﺎ‪ :‬ﺇﻋﻼﻨـﺎﺕ ﺍﻝﺴـﻠﻊ‬
‫ﺍﻝﻤﻌﻤﺭﺓ‪ ،‬ﻭﺇﻋﻼﻨﺎﺕ ﺍﻝﺴﻠﻊ ﺍﻻﺴﺘﻬﻼﻜﻴﺔ‪ ،‬ﻭﺫﻝﻙ ﻜﺎﻝﺘﺎﻝﻲ‪:‬‬
‫‪ ١‬ـ ﺇﻋﻼﻨﺎﺕ ﺍﻝﺴﻠﻊ ﺍﻝﻤﻌﻤﺭﺓ‪:‬‬
‫ﻨﻘﺼﺩ ﺒﺎﻝﺴﻠﻊ ﺍﻝﻤﻌﻤﺭﺓ ﺘﻠﻙ ﺍﻝﺘﻲ ﻻ ﻴﺘﻡ ﺍﺴﺘﻬﻼﻜﻬﺎ ﺒﺸﻜل ﺴﺭﻴﻊ‪ ،‬ﻭﺁﻨﻲ‪ ،‬ﺒل‬
‫ﺘﻅل ﺘﺴﺘﺨﺩﻡ ﻝﻔﺘﺭﺍﺕ ﺯﻤﻨﻴﺔ ﻁﻭﻴﻠﺔ ﻗﺩ ﺘﻤﺘﺩ ﺇﻝﻰ ﻋﺩﺓ ﺴﻨﻭﺍﺕ‪ ،‬ﻓﻬﻲ ﻜﻤﺎ ﻴﺘﻀـﺢ‬
‫ﻤﻥ ﺃﺴﻤﻬﺎ ﺴﻠﻊ ﻗﺎﺒﻠﺔ ﻝﻠﺘﻌﻤﻴﺭ ﺃﻱ ﻝﻠﺤﻴﺎﺓ ﻭﺍﻝﺒﻘﺎﺀ ﻗﻴﺩ ﺍﻻﺴﺘﺨﺩﺍﻡ ﺯﻤﻨـﺎ ﻁـﻭﻴﻼ‪،‬‬
‫ﻭﺫﻝﻙ ﻋﻠﻰ ﻋﻜﺱ ﺍﻝﺴﻠﻊ ﺍﻻﺴﺘﻬﻼﻜﻴﺔ‪.‬‬
‫ﻭﻴﻌﺘﺒﺭ ﺃﺭﺘﻔﺎﻉ ﺤﺠﻡ ﺇﻋﻼﻨﺎﺕ ﺍﻝﺴﻠﻊ ﺍﻝﻤﻌﻤﺭﺓ ﻤﻘﺎﺭﻨﺔ ﺒﺈﻋﻼﻨـﺎﺕ ﺍﻝﺴـﻠﻊ‬
‫ﺍﻻﺴﺘﻬﻼﻜﻴﺔ ﻤﺅﺸﺭﺍ ﺍﻴﺠﺎﺒﻴﺎ‪ ،‬ﺤﻴﺙ ﻗﺩ ﻴﺴﻬﻡ ﺫﻝﻙ ﻓﻲ ﺍﻝﺤﺩ ﻤﻥ ﺃﻨﺘﺸـﺎﺭ ﺜﻘﺎﻓـﺔ‬
‫ﺍﻻﺴﺘﻬﻼﻙ ﻓﻲ ﺍﻝﻤﺠﺘﻤﻊ)‪.(٢‬‬
‫ﻭﺘﺘﻌﺩﺩ ﺍﻝﺴﻠﻊ ﺍﻝﻤﻌﻤﺭﺓ‪ ،‬ﻭﺘﺘﻨﻭﻉ‪ ،‬ﻜﻤﺎ ﺃﻨﻬﺎ ﻓﻲ ﺃﺯﺩﻴﺎﺩ ﻤﺴﺘﻤﺭ‪ ،‬ﻓﻬﻲ ﺘﻌﻜﺱ‬
‫ﺤﺎﻝﺔ ﺍﻝﺘﻁﻭﺭ ﺍﻝﺘﻲ ﻭﺼﻠﺕ ﺍﻝﻴﻬـﺎ ﺍﻝﺒﺸـﺭﻴﺔ‪ ،‬ﻭﻫـﻲ ﻤﺭﺘﺒﻁـﺔ ﺒﺎﻻﺨﺘﺭﺍﻋـﺎﺕ‬
‫ﻭﺍﻝﺼﻨﺎﻋﺎﺕ ﺍﻝﺠﺩﻴﺩﺓ‪ ،‬ﺍﻻ ﺃﻨﻪ ﻻﺒﺩ ﻤﻥ ﺍﻻﺸﺎﺭﺓ ﺇﻝـﻰ ﺃﻥ ﺤﺠـﻡ ﺘـﻭﻓﺭ ﺍﻝﺴـﻠﻊ‬
‫ﺍﻝﻤﻌﻤﺭﺓ‪ ،‬ﻭﺒﺎﻝﺘﺎﻝﻲ ﺍﻹﻋﻼﻥ ﻋﻨﻬﺎ ﻴﺨﺘﻠﻑ ﺒﺎﺨﺘﻼﻑ ﺍﻝﻤﺠﺘﻤﻌﺎﺕ‪ ،‬ﺤﻴـﺙ ﻴﺭﺘﻔـﻊ‬
‫ﺍﻹﻋﻼﻥ ﻋﻨﻬﺎ ﻓﻲ ﺍﻝﺒﻠﺩﺍﻥ ﺍﻝﻐﻨﻴﺔ ﺫﺍﺕ ﺍﻝﻭﻓﺭﺓ ﺍﻻﻗﺘﺼﺎﺩﻴﺔ‪ ،‬ﻭﺍﻝﺘﻲ ﺘﺭﺘﻔـﻊ ﻓﻴﻬـﺎ‬
‫ﺩﺨﻭل ﺍﻻﻓﺭﺍﺩ‪ ،‬ﻭﻴﻌﻭﺩ ﺫﻝﻙ ﻻﺭﺘﻔﺎﻉ ﺃﺴﻌﺎﺭ ﺘﻠﻙ ﺍﻝﺴﻠﻊ‪ ،‬ﻭﻤﺎ ﺘﺘﻁﻠﺒﻪ ﻤﻥ ﺃﻤـﻭﺍل‬
‫‪Copyright © 2017.‬‬
‫‪copyright law.‬‬

‫‪-٧١-‬‬

‫‪EBSCO Publishing : eBook Arabic Collection Trial - printed on 4/4/2020 5:45 PM via MINISTÈRE DE L''EDUCATION‬‬
‫‪NATIONALE, DE LA FORMATION PROFESSIONNELLE‬‬
‫; ‪AN: 1945112‬‬ ‫;‪.‬‬
‫‪Account: ns063387‬‬
‫‪. All rights reserved. May not be reproduced in any form without permission from the publisher, except fair uses permitted under U.S. or applicable‬‬

‫ﻁﺎﺌﻠﺔ ﻝﻠﺤﺼﻭل ﻋﻠﻴﻬﺎ‪ ،‬ﻜﺎﻝﺴﻴﺎﺭﺍﺕ‪ ،‬ﻭﺍﻻﺩﻭﺍﺕ ﺍﻝﻜﻬﺭﺒﺎﺌﻴﺔ‪ ،‬ﻭﺍﻻﺜﺎﺙ ﺍﻝﻤﻨﺯﻝـﻲ‪..‬‬

‫ﻭﻤﺎ ﺇﻝﻰ ﺫﻝﻙ‪ ،‬ﻭﺒﺎﻝﺘﺎﻝﻲ ﻓﺈﻥ ﺤﺠﻡ ﺘﺩﺍﻭل ﺘﻠﻙ ﺍﻝﺴﻠﻊ ﻴﺨﺘﻠﻑ ﻤﻥ ﻤﺠﺘﻤﻊ ﺇﻝﻰ ﺃﺨﺭ‪.‬‬
‫ﻭﻴﺭﺘﺒﻁ ﺘﻭﻓﺭ ﻫﺫﻩ ﺍﻝﺴﻠﻊ ﺍﻴﻀﺎ ﺒﺩﺭﺠﺔ ﺍﻝﺘﻘﺩﻡ ﺍﻝﺼﻨﺎﻋﻲ ﺍﻝﺘﻲ ﻭﺼل ﺍﻝﻴﻬﺎ‬
‫ﺍﻝﻤﺠﺘﻤﻊ‪ ،‬ﻓﺎﻝﻤﺠﺘﻤﻌﺎﺕ ﺍﻝﻤﺘﻁﻭﺭﺓ ﺍﻝﺘﻲ ﺘﺯﺩﻫﺭ ﻓﻴﻬﺎ ﺍﻝﺼـﻨﺎﻋﺔ‪ ،‬ﻭﺍﻝﺘـﻲ ﺘﺸـﻬﺩ‬
‫ﺒﺎﺴﺘﻤﺭﺍﺭ ﻅﻬﻭﺭ ﻤﺨﺘﺭﻋﺎﺕ ﺠﺩﻴﺩﺓ‪ ،‬ﻭﺘﻁﻭﻴﺭ ﻤﺎ ﻫﻭ ﻗﺎﺌﻡ ﻤﻨﻬـﺎ‪ ،‬ﻴـﺯﺩﺍﺩ ﻓﻴﻬـﺎ‬
‫ﺍﻝﻭﻋﻲ ﻤﻥ ﻗﺒل ﺍﻻﻓﺭﺍﺩ ﺒﺄﻫﻤﻴﺔ ﺘﻠﻙ ﺍﻝﺴﻠﻊ‪ ،‬ﻭﺒﺎﻝﺘﺎﻝﻲ ﻤﺠﺎﺭﺍﺓ ﻜل ﺠﺩﻴﺩ ﻓﻴﻬﺎ‪ ،‬ﻤﻥ‬
‫ﺨﻼل ﺍﻗﺘﻨﺎﺀ ﺍﻻﺤﺩﺙ ﺍﻝﺫﻱ ﻫﻭ ﺩﺍﺌﻤﺎ ﺃﻜﺜﺭ ﺘﻁﻭﺭﺍ‪.‬‬
‫ﻭﻫﻜﺫﺍ ﻓﺈﻥ ﺤﺠﻡ ﺘﺩﺍﻭل ﺍﻝﺴﻠﻊ ﺍﻝﻤﻌﻤﺭﺓ ﻻﺒﺩ ﺍﻥ ﻴﺨﺘﻠﻑ ﻤﻥ ﻤﺠﺘﻤﻊ ﻻﺨﺭ‬
‫ﺘﺒﻌﺎ ﻝﺫﻝﻙ‪ ،‬ﺍﻻﻤﺭ ﺍﻝﺫﻱ ﻴﺅﺜﺭ ﻋﻠﻰ ﻜﺜﺎﻓﺔ ﺍﻹﻋﻼﻨﺎﺕ ﺍﻝﺘﻲ ﺘﺩﻭﺭ ﺤﻭﻝﻬﺎ‪.‬‬
‫ﻭﺇﺫﺍ ﺃﺭﺩﻨﺎ ﺭﺼﺩ ﺃﻫﻡ ﺍﻝﺴﻠﻊ ﺍﻝﻤﻌﻤﺭﺓ ﺍﻝﺘﻲ ﻴﺯﺩﺍﺩ ﺍﻹﻋـﻼﻥ ﺤﻭﻝﻬـﺎ ﻓـﻲ‬
‫ﻭﺴﺎﺌل ﺍﻹﻋﻼﻥ ﺍﻝﻤﺨﺘﻠﻔﺔ ﻓﺈﻨﻪ ﻴﻤﻜﻨﻨﺎ ﺘﺤﺩﻴﺩ ﻋﺩﺩ ﻤﻨﻬﺎ‪ ،‬ﻭﺫﻝﻙ ﻜﺎﻝﺘﺎﻝﻲ‪:‬‬
‫‪١‬ـ‪١‬ـ ﺇﻋﻼﻨﺎﺕ ﺍﻝﺴﻴﺎﺭﺍﺕ ﻭﻝﻭﺍﺯﻤﻬﺎ‪:‬‬
‫ﺘﻌﺩ ﺍﻝﺴﻴﺎﺭﺍﺕ ﺒﺄﻨﻭﺍﻋﻬﺎ ﺍﻝﻤﺨﺘﻠﻔﺔ ﻤﻥ ﺒﻴﻥ ﺍﻝﺴـﻠﻊ ﺍﻝﻬﺎﻤـﺔ ﺍﻝﺘـﻲ ﺃﺯﺩﺍﺩ‬
‫ﺍﻹﻋﻼﻥ ﻋﻨﻬﺎ ﺒﺸﻜل ﻤﻠﺤﻭﻅ ﻓﻲ ﺍﻝﺴﻨﻭﺍﺕ ﺍﻻﺨﻴﺭﺓ‪ ،‬ﺤﻴﺙ ﻻ ﺘﻜﺎﺩ ﺘﺨﻠﻭ ﻭﺴـﻴﻠﺔ‬
‫ﺍﻋﻼﻤﻴﺔ ﻤﻥ ﺇﻋﻼﻥ ﺤﻭل ﻨﻭﻉ ﻤﻌﻴﻥ ﻤﻥ ﺍﻝﺴﻴﺎﺭﺍﺕ‪ ،‬ﻭﻝﻌل ﺫﻝﻙ ﻴﻌـﻭﺩ ﻝﻜـﻭﻥ‬
‫ﺍﻝﻤﺭﻜﻭﺏ ﻤﻥ ﺍﻝﺤﺎﺠﺎﺕ ﺍﻻﺴﺎﺴﻴﺔ ﻝﻼﻓﺭﺍﺩ ﺍﻝﺘﻲ ﻻ ﻏﻨﻰ ﻋﻨﻬﺎ‪ ،‬ﺃﻤﺎ ﻓﻴﻤﺎ ﻴﺨـﺹ‬
‫ﻝﻭﺍﺯﻡ ﺍﻝﺴﻴﺎﺭﺍﺕ ﻓﺘﺸﻤل ﺍﻻﻁﺎﺭﺍﺕ ﻭﻗﻁﻊ ﺍﻝﻐﻴﺎﺭ ﺍﻝﻤﺘﻌﻠﻘﺔ ﺒﻬﺎ‪ ،‬ﻭﻏﻴﺭﻫـﺎ ﻤـﻥ‬
‫ﺍﻝﻤﻠﺤﻘﺎﺕ ﺍﻻﺨﺭﻯ ﺍﻝﻲ ﺘﺤﺘﺎﺠﻬﺎ ﺍﻝﺴﻴﺎﺭﺍﺕ‪.‬‬
‫ﻭﻗﺩ ﻭﺼل ﺍﻻﻫﺘﻤﺎﻡ ﺒﺈﻋﻼﻨﺎﺕ ﺍﻝﺴﻴﺎﺭﺍﺕ ﺇﻝﻰ ﺩﺭﺠﺔ ﺃﻥ ﻋﺩﺩ ﻤﻥ ﺍﻝﺼﺤﻑ‬
‫ﺍﻝﻜﺒﻴﺭﺓ ﻗﺩ ﺍﻓﺭﺩﺕ ﻤﻼﺤﻕ ﺍﺴﺒﻭﻋﻴﺔ ﺘﺨﺘﺹ ﺒﺎﻹﻋﻼﻥ ﺤﻭل ﺍﻝﺴﻴﺎﺭﺍﺕ‪ ،‬ﻓﻲ ﺤﻴﻥ‬
‫ﺨﺼﺼﺕ ﺼﺤﻔﺎ ﺃﺨﺭﻯ ﺼﻔﺤﺎﺕ ﻝﺫﻝﻙ‪ ،‬ﻭﻤﻥ ﺒﻴﻥ ﺍﻝﺼﺤﻑ ﺍﻝﻌﺭﺒﻴﺔ ﺍﻝﺘﻲ ﺍﺨﺫﺕ‬
‫‪Copyright © 2017.‬‬
‫‪copyright law.‬‬

‫‪-٧٢-‬‬

‫‪EBSCO Publishing : eBook Arabic Collection Trial - printed on 4/4/2020 5:45 PM via MINISTÈRE DE L''EDUCATION‬‬
‫‪NATIONALE, DE LA FORMATION PROFESSIONNELLE‬‬
‫; ‪AN: 1945112‬‬ ‫;‪.‬‬
‫‪Account: ns063387‬‬
‫‪. All rights reserved. May not be reproduced in any form without permission from the publisher, except fair uses permitted under U.S. or applicable‬‬

‫ﺒﻬﺫﺍ ﺍﻻﺘﺠﺎﻩ ﺠﺭﻴﺩﺘﻲ ﺍﻻﻫﺭﺍﻡ‪ ،‬ﻭﺍﻻﺨﺒﺎﺭ ﺍﻝﻤﺼﺭﻴﺘﻴﻥ‪ ،‬ﺍﻝﻠﻠﺘﺎﻥ ﺨﺼﺼـﺕ ﻜـل‬

‫ﻤﻨﻬﻤﺎ ﻤﻠﺤﻘﺎ ﺨﺎﺼﺎ ﺒﺈﻋﻼﻨﺎﺕ ﺍﻝﺴﻴﺎﺭﺍﺕ‪.‬‬
‫ﻭﻴﺅﻜﺩ ﺫﻝﻙ ﺃﺭﺘﻔﺎﻉ ﺤﺠﻡ ﺍﻹﻋﻼﻨﺎﺕ ﺤﻭل ﻫﺫﻩ ﺍﻝﺴﻠﻌﺔ‪ ،‬ﻨﻅﺭﺍ ﻻﺘﺴﺎﻉ ﺤﺠﻡ‬
‫ﺘﺩﺍﻭﻝﻬﺎ‪.‬‬
‫‪ ١‬ـ‪٢‬ـ ﺇﻋﻼﻨﺎﺕ ﺍﻻﺠﻬﺯﺓﺍﻻﻜﺘﺭﻭﻨﻴﺔ ﻭﺍﻝﻜﻬﺭﺒﺎﺌﻴﺔ‪:‬‬
‫ﺘﺭﺘﺒﻁ ﺍﻝﺴﻠﻊ ﺍﻻﻝﻜﺘﺭﻭﻨﻴﺔ ﺒﺤﺎﻝﺔ ﺍﻝﺘﻁﻭﺭ ﺍﻝﻤﺫﻫل ﺍﻝـﺫﻱ ﺘﺸـﻬﺩﻩ ﻭﺴـﺎﺌل‬
‫ﺍﻻﺘﺼﺎل ﻋﻠﻰ ﺃﺨﺘﻼﻑ ﺃﻨﻭﺍﻋﻬﺎ‪ ،‬ﻓﻘﺩﺃﺤﺩﺜﺕ ﺍﻝﺜﻭﺭﺓ ﺍﻻﺘﺼﺎﻝﻴﺔ ﺍﻝﻬﺎﺌﻠﺔ ﺍﻗﺒﺎﻻ ﻜﺒﻴﺭﺍ‬
‫ﻤﻥ ﻗﺒل ﺍﻝﺠﻤﻬﻭﺭ ﻋﻠﻰ ﺍﻻﺠﻬﺯﺓ ﺍﻝﻤﺭﺌﻴﺔ "ﺍﻝﺘﻠﻔﺯﻴﻭﻥ"‪ ،‬ﻭﺍﻝﻤﺴـﻤﻭﻋﺔ "ﺍﻝﺭﺍﺩﻴـﻭ"‪،‬‬
‫ﻭﺍﻝﺤﻭﺍﺴﻴﺏ‪ ،‬ﻭﺃﺠﻬﺯﺓ ﺍﻝﻬﺎﺘﻑ ﺍﻝﻨﻘﺎل ﻋﻠـﻰ ﺃﺨـﺘﻼﻑ ﺃﻨﻭﺍﻋﻬـﺎ ﻭﺃﺤﺠﺎﻤﻬـﺎ‪،‬‬
‫ﻭﻜﺎﻤﻴﺭﺍﺕ ﺍﻝﺘﺼﻭﻴﺭ‪ ،‬ﻭﺫﻝﻙ ﻤﻭﺍﻜﺒﺔ ﻝﻠﺜﻭﺭﺓ ﺍﻹﻋﻼﻤﻴﺔ ﻭﺍﻻﺘﺼﺎﻝﻴﺔ ﺍﻝﻬﺎﺌﻠﺔ‪ ،‬ﺍﻝﺘﻲ‬
‫ﺃﻓﻀﺕ ﺇﻝﻰ ﺃﻨﺘﺸﺎﺭ ﺍﻝﻘﻨﻭﺍﺕ ﺍﻝﻔﻀﺎﺌﻴﺔ‪ ،‬ﻭﻤﻭﺍﻗـﻊ ﺸـﺒﻜﺔ ﺍﻝﻤﻌﻠﻭﻤـﺎﺕ ﺍﻝﺩﻭﻝﻴـﺔ‬
‫"ﺍﻻﻨﺘﺭﻨﺕ" ﺒﺸﻜل ﻤﺫﻫل‪ ،‬ﻤﻤﺎ ﺘﻁﻠﺏ ﻀﺭﻭﺭﺓ ﺃﻗﺘﻨﺎﺀ ﺍﻝﻤﺯﻴﺩ ﻤﻥ ﺘﻠﻙ ﺍﻻﺠﻬـﺯﺓ‬
‫ﻝﻼﻁﻼﻉ ﻋﻠﻰ ﻤﺎ ﺘﻘﺩﻤﻪ ﺘﻠﻙ ﺍﻝﻘﻨﺴﻭﺍﺕ ﻭﺍﻝﻤﻭﺍﻗﻊ ﻤﻥ ﺒـﺭﺍﻤﺞ ﻭﺃﺨﺒـﺎﺭ ﻭﺍﺭﺍﺀ‬
‫ﻭﺃﻋﻤﺎل ﺘﻠﻔﺯﻴﻭﻨﻴﺔ ﻋﻠﻰ ﻤﺩﺍﺭ‬
‫ﺃﻤﺎ ﺍﻝﺴﻠﻊ ﺍﻝﻜﻬﺭﺒﺎﺌﻴﺔ ﻓﺘﺘﻤﺜل ﻓﻲ‪ :‬ﺍﻝﻤﻜﻴﻔـﺎﺕ‪ ،‬ﻭﺍﻝﻤـﺭﺍﻭﺡ ﺍﻝﻜﻬﺭﺒﺎﺌﻴـﺔ‪،‬‬
‫ﻭﺍﻝﻤﻜﺎﻨﺱ ﺍﻝﻜﻬﺭﺒﺎﺌﻴﺔ‪ ،‬ﻭﺍﻝﺜﻼﺠﺎﺕ‪ ،‬ﻭﺍﻝﻤﺠﻤﺩﺍﺕ‪ ،‬ﻭﻤﻠﺤﻘﺎﺘﻬﺎ‪ ،‬ﻭﻤﺎ ﺇﻝﻰ ﺫﻝﻙ ﻤـﻥ‬
‫ﺃﺠﻬﺯﺓ ﻭﻤﻌﺩﺍﺕ‪.‬‬
‫‪١‬ـ‪ ٣‬ـ ﺃﻋﻼﻨﺎﺕ ﺍﻝﻤﻌﺩﺍﺕ ﻭﺍﻷﺠﻬﺯﺓ ﺍﻝﻤﻨﺯﻝﻴﺔ‪:‬‬
‫ﻭﺘﺸﻤل ﻫﺫﻩ ﺍﻝﻨﻭﻋﻴﺔ‪:‬ﺍﻋﻼﻨﺎﺕ ﺍﻷﺜـﺎﺙ ﺍﻝﻤﻨﺯﻝـﻲ‪ ،‬ﻜﺎﻝﺴـﺠﺎﺩ ﻭﺍﻝﻔـﺭﺵ‬
‫ﺍﻷﺭﻀﻲ‪ ،‬ﻭﺍﻝﺼﺎﻝﻭﻨﺎﺕ‪ ،‬ﻭﺍﻝﺴﺘﺎﺌﺭ ﻭﻏـﺭﻑ ﺍﻝﻨـﻭﻡ‪ ،‬ﻭﺍﻝﻤﻁـﺎﺒﺦ‪ ،‬ﻭﺍﻻﻓـﺭﺍﻥ‪،‬‬
‫ﻭﺍﻝﺼﺤﻭﻥ‪ ،‬ﻭﻏﺭﻑ ﺍﻷﻜل‪ ،‬ﻭﺃﻁﻘﻡ ﺍﻝﺤﻤﺎﻤﺎﺕ‪.‬‬
‫‪Copyright © 2017.‬‬
‫‪copyright law.‬‬

‫‪-٧٣-‬‬

‫‪EBSCO Publishing : eBook Arabic Collection Trial - printed on 4/4/2020 5:45 PM via MINISTÈRE DE L''EDUCATION‬‬
‫‪NATIONALE, DE LA FORMATION PROFESSIONNELLE‬‬
‫; ‪AN: 1945112‬‬ ‫;‪.‬‬
‫‪Account: ns063387‬‬
‫‪. All rights reserved. May not be reproduced in any form without permission from the publisher, except fair uses permitted under U.S. or applicable‬‬

‫ﻭﻴﻼﺤﻅ ﺃﻥ ﺃﻏﻠﺏ ﻫﺫﻩ ﺍﻹﻋﻼﻨﺎﺕ ﺃﻜﺜﺭ ﻅﻬﻭﺭﺍ ﻓﻲ ﺍﻝﺼﺤﻑ ﺍﻝﻨﺴـﺎﺌﻴﺔ‪،‬‬

‫ﻜﻤﺎ ﺘﺘﺨﻠل ﺃﻴﻀﺎ ﺒﺭﺍﻤﺞ ﺍﻝﻤﺭﺃﺓ ﻭﺍﻻﺴﺭﺓ ﻓﻲ ﺍﻝﻘﻨﻭﺍﺕ ﺍﻝﺘﻠﻔﺯﻴﻭﻨﻴﺔ‪،‬ﻭﻴﻌﻭﺩ ﺫﻝﻙ ﺇﻝﻰ‬
‫ﻜﻭﻥ ﻫﺫﻩ ﺍﻝﺴﻠﻊ ﺘﺩﺨل ﻓﻲ ﺼﻠﺏ ﺍﻫﺘﻤﺎﻤﺎﺕ ﺍﻝﻤﺭﺃﺓ‪ ،‬ﻭﺭﺒﺔ ﺍﻝﺒﻴﺕ ﻋﻠـﻰ ﻭﺠـﻪ‬
‫ﺍﻝﺘﺤﺩﻴﺩ‪ ،‬ﺤﻴﺙ ﻏﺎﻝﺒﺎ ﻤﺎ ﻴﻌﻭﺩ ﻗﺭﺍﺭ ﺍﻝﺸﺭﺍﺀ ﻓﻲ ﻤﺜل ﻫﺫﻩ ﺍﻝﺴﻠﻊ ﻝﻠﻤﺭﺃﺓ‪.‬‬
‫‪ ١‬ـ ‪ ٤‬ـ ﺇﻋﻼﻨﺎﺕ ﺍﻝﻤﻌﺩﺍﺕ ﺍﻝﺼﻨﺎﻋﻴﺔ ﻭﺍﻝﺯﺭﺍﻋﻴﺔ‪:‬‬
‫ﻫﺫﻩ ﺍﻝﻨﻭﻋﻴﺔ ﻤﻥ ﺇﻋﻼﻨﺎﺕ ﺍﻝﺴﻠﻊ ﺍﻝﻤﻌﻤﺭﺓ ﺘﺩﺨل ﻓﻲ ﺍﻁﺎﺭ ﺃﻫﺘﻤـﺎﻡ ﻓﺌـﺔ‬
‫ﻤﺤﺩﺩﺓ ﺘﺘﻤﺜل ﻓﻲ‪ :‬ﺃﺼﺤﺎﺏ ﺍﻝﻭﺭﺵ‪ ،‬ﻭﺍﻝﻤﺼﺎﻨﻊ‪ ،‬ﻭﺍﻝﻌﺎﻤﻠﻴﻥ ﻓﻲ ﻤﺠﺎل ﺍﻝﺯﺭﺍﻋﺔ‪،‬‬
‫ﻭﺘﺸﻤل ﻋﻠﻰ ﺴﺒﻴل ﺍﻝﻤﺜﺎل ﺍﻹﻋـﻼﻥ ﻋـﻥ ﺍﻝﻤﺼـﺎﻨﻊ ﺍﻝﻤﺨﺘﻠﻔـﺔ‪ ،‬ﻜﻤﺼـﺎﻨﻊ‬
‫ﺍﻝﺒﻰﻻﺴﺘﻴﻙ‪ ،‬ﻭﺃﻓﺭﺍﻥ ﺍﻝﺨﺒﺯ ﻭﺍﻝﺤﻠﻭﻴﺎﺕ‪ ،‬ﻭﻭﺭﺵ ﺍﻝﻨﺠﺎﺭﺓ‪ ،‬ﻭﺍﻝﺤﺩﺍﺩﺓ ﻭﺍﻝﺨﺭﺍﻁﺔ‪،‬‬
‫ﻭﺍﻝﻤﻭﻝﺩﺍﺕ ﺍﻝﻜﻬﺭﺒﺎﺌﻴﺔ‪ ،‬ﻭﺍﻝﺠﺭﺍﺭﺍﺕ ﺍﻝﺯﺭﺍﻋﻴﺔ‪ ،‬ﻭﻤﻌـﺩﺍﺕ ﺍﻝﺤـﺭﺙ ﻭﺍﻝﺤﺼـﺎﺩ‬
‫ﻭﺍﻝﺭﻱ‪ ،‬ﻭﻤﻀﺨﺎﺕ ﺍﻝﻤﻴﺎﻩ‪ ،‬ﻭﻤﺎ ﺸﺎﺒﻪ ﺫﻝﻙ‪.‬‬
‫‪ ١‬ـ ‪ ٥‬ﺇﻋﻼﻨﺎﺕ ﺍﻝﻤﺠﻭﻫﺭﺍﺕ ﻭﺍﻝﺴﺎﻋﺎﺕ‪:‬‬
‫ﺘﻬﺘﻡ ﺍﻝﻌﺩﻴﺩ ﻤﻥ ﻭﺴﺎﺌل ﺍﻹﻋﻼﻥ‪ ،‬ﻭﺨﺎﺼﺔ ﺍﻝﺠﺭﺍﺌﺩ ﻭﺍﻝﻤﺠﻼﺕ ﺍﻝﻤﻠﻭﻨـﺔ‬
‫ﺒﺘﺨﺼﻴﺹ ﻤﺴﺎﺤﺎﺕ ﻫﺎﻤﺔ ﻝﻬﺫﻩ ﺍﻝﺴﻠﻊ‪ ،‬ﻭﻏﺎﻝﺒﺎ ﻤﺎ ﺘﻨﺸﺭ ﺇﻋﻼﻨﺎﺕ ﺍﻝﻤﺠـﻭﻫﺭﺍﺕ‬
‫ﻓﻲ ﺍﻝﻤﺠﻼﺕ ﺍﻝﻨﺴﺎﺌﻴﺔ‪ ،‬ﻭﺫﻝﻙ ﻻﺭﺘﺒﺎﻁ ﻫﺫﻩ ﺍﻝﺴﻠﻌﺔ ﺒﺎﻝﻤﺭﺍﺓ‪ ،‬ﻜﻤﺎ ﻴﺤﺭﺹ ﻤﻌﻠﻨﻭﺍ‬
‫ﺍﻝﺴﺎﻋﺎﺕ ﻋﻠﻰ ﻨﺸﺭ ﺇﻋﻼﻨﺎﺘﻬﻡ ﻓﻲ ﺍﻝﺼﺤﻎ ﺍﻝﺭﺍﻗﻴﺔ ﺍﻝﺘﻲ ﺘﺘﻭﺠﻪ ﺇﻝـﻰ ﺠﻤﻬـﻭﺭ‬
‫ﻤﺘﻤﻴﺯ‪ ،‬ﺫﻭ ﻤﻜﺎﻨﺔ ﺍﻗﺘﺼﺎﺩﻴﺔ ﻭﺍﺠﺘﻤﺎﻋﻴﺔ ﻋﺎﻝﻴﺔ‪ ،‬ﺨﺎﺼﺔ ﻋﻨـﺩﻤﺎ ﻴﺘﻌﻠـﻕ ﺍﻻﻤـﺭ‬
‫ﺒﺎﻝﺴﺎﻋﺎﺕ ﺫﺍﺕ ﺍﻝﻤﺎﺭﻜﺎﺕ ﺍﻝﺤﺩﻴﺜﺔ ﻭﺍﻝﻤﺘﻁﻭﺭﺓ ﻭﺍﻝﺭﺍﺴﺨﺔ‪.‬‬
‫ﻭﻓﻲ ﻜﺜﻴﺭ ﻤﻥ ﺍﻻﺤﻴﺎﻥ ﺘﻨﺸﺭ ﺇﻋﻼﻨﺎﺕ ﺍﻝﻤﺠﻭﻫﺭﺍﺕ ﻭﺍﻝﺴﺎﻋﺎﺕ ﻓـﻲ ﺫﺍﺕ‬
‫ﺍﻝﺼﻔﺤﺔ‪ ،‬ﻭﺫﻝﻙ ﻝﻁﺒﻴﻌﺔ ﺍﻝﺴﻠﻌﺘﻴﻥ ﺍﻝﻤﺘﺸﺎﺒﻬﺔ ﻤﻥ ﺤﻴﺙ ﺍﺭﺘﻔﺎﻉ ﺴﻌﺭﻫﺎ‪ ،‬ﻭﺸـﻜﻠﻬﺎ‬
‫ﺍﻝﺒﺭﺍﻕ ﺍﻝﺫﻱ ﻴﻀﻔﻲ ﻋﻠﻴﻬﺎ ﺍﻝﻜﺜﻴﺭ ﻤﻥ ﺍﻝﺠﻤﺎل ﻭﺍﻝﺒﻬﺠﺔ‪.‬‬
‫‪Copyright © 2017.‬‬
‫‪copyright law.‬‬

‫‪-٧٤-‬‬

‫‪EBSCO Publishing : eBook Arabic Collection Trial - printed on 4/4/2020 5:45 PM via MINISTÈRE DE L''EDUCATION‬‬
‫‪NATIONALE, DE LA FORMATION PROFESSIONNELLE‬‬
‫; ‪AN: 1945112‬‬ ‫;‪.‬‬
‫‪Account: ns063387‬‬
‫‪. All rights reserved. May not be reproduced in any form without permission from the publisher, except fair uses permitted under U.S. or applicable‬‬

‫‪١‬ـ ‪ ٦‬ـ ﺇﻋﻼﻨﺎﺕ ﺍﻝﻤﻌﺩﺍﺕ ﺍﻝﻁﺒﻴﺔ‪:‬‬

‫ﻴﺩﺨل ﻓﻲ ﻨﻁﺎﻕ ﻫﺫﻩ ﺍﻝﻔﺌﺔ ﻜل ﻤﻥ ﺇﻋﻼﻨﺎﺕ ﺍﻻﺠﻬﺯﺓ ﺍﻝﻁﺒﻴﺔ ﻋﻠﻰ ﺃﺨﺘﻼﻑ‬
‫ﺃﻨﻭﺍﻋﻬﺎ‪ ،‬ﻭﻤﺠﺎﻻﺘﻬﺎ‪ ،‬ﻭﺘﺨﺼﺼﺎﺘﻬﺎ‪ ،‬ﻭﻫﻲ ﺇﻋﻼﻨﺎﺕ ﻋﺎﺩﺓ ﻤﺎ ﺘﻨﺸﺭ ﻓﻲ ﺍﻝﺼﺤﻑ‬
‫ﺍﻝﻁﺒﻴﺔ ﺍﻝﻤﺘﺨﺼﺼﺔ‪ ،‬ﻜﻤﺎ ﺃﻨﻬﺎ ﻏﺎﻝﺒﺎ ﻤﺎ ﺘﺘﻭﺠﻪ ﺇﻝﻰ ﺍﻝﻌﺎﻤﻠﻴﻥ ﻓﻲ ﺍﻝﻤﺠﺎل ﺍﻝﺼﺤﻲ‪،‬‬
‫ﻜﺎﻻﻁﺒﺎﺀ‪ ،‬ﻭﺍﻝﺼﻴﺎﺩﻝﺔ‪ ،‬ﻭﻤﻥ ﻓﻲ ﺤﻜﻤﻬﻡ‪ ،‬ﺒﺎﻻﻀﺎﻓﺔ ﺇﻝﻰ ﺃﺼﺤﺎﺏ ﺍﻝﻤﺴﺘﺸـﻔﻴﺎﺕ‬
‫ﻭﺍﻝﻌﻴﺎﺩﺍﺕ ﺍﻝﻁﺒﻴﺔ‪.‬‬
‫ﻭﻤﻥ ﻫﺫﻩ ﺍﻹﻋﻼﻨﺎﺕ ﻋﻠﻰ ﺴﺒﻴل ﺍﻝﻤﺜﺎل‪ :‬ﺃﺠﻬﺯﺓ ﺍﻝﻜﺸﻑ ﻋﻥ ﺍﻻﻤـﺭﺍﺽ‬
‫ﻭﺘﺸﺨﻴﺼﻬﺎ‪ ،‬ﻭﻤﻌﺎﻤل ﺍﻝﺘﺤﺎﻝﻴل ﺍﻝﻁﺒﻴﺔ‪ ،‬ﻭﺃﺠﻬﺯﺓ ﺍﻻﺸﻌﺔ‪ ،‬ﻭﺃﺠﻬﺯﺓ ﻗﻴﺎﺱ ﻀـﻐﻁ‬
‫ﺍﻝﺩﻡ‪ ،‬ﻭﺍﻝﺴﻜﺭ‪ ،‬ﻭﺃﺠﻬﺯﺓ ﺍﻝﺘﺨﺴﻴﺱ ﻭﺍﻨﻘﺎﺹ ﺍﻝﻭﺯﻥ‪.‬‬
‫ﻭﻨﻅﺭﺍ ﻝﻠﺘﻁﻭﺭ ﺍﻝﻬﺎﺌل ﺍﻝﺫﻱ ﺸﻬﺩﺘﻪ ﺼﻨﺎﻋﺔ ﺍﻝﻤﻌﺩﺍﺕ ﻭﺍﻻﺠﻬﺯﺓ ﺍﻝﻁﺒﻴﺔ ﻓﻲ‬
‫ﺍﻝﺴﻨﻭﺍﺕ ﺍﻻﺨﻴﺭﺓ ﻓﻘﺩ ﺍﺩﺨﻠﺕ ﺒﻌﻀﻬﺎ ﺘﻁﻭﻴﺭﺍﺕ ﺠﻌﻠﺕ ﻤﻥ ﺍﻝﻤﻤﻜﻥ ﺍﺴـﺘﺨﺩﺍﻤﻬﺎ‬
‫ﻤﺒﺎﺸﺭﺓ ﻤﻥ ﻗﺒل ﺍﻻﻓﺭﺍﺩ ﺩﻭﻥ ﺍﻝﺤﺎﺠﺔ ﻝﻠﺫﻫﺎﺏ ﺇﻝﻰ ﺍﻝﻤﺴﺘﺸﻔﻰ ﺃﻭ ﺍﻝﻌﻴﺎﺩﺓ‪.‬‬
‫ﻭﺒﺎﻝﺘﺎﻝﻲ ﻓﺒﻌﺽ ﺃﻋﻼﻨﺎﺕ ﻫﺫﻩ ﺍﻝﺴﻠﻊ ﺘﺴﺘﻬﺩﻑ ﻤﺒﺎﺸﺭﺓ ﺍﻝﺠﻤﻬﻭﺭ ﺍﻝﻌـﺎﻡ‪،‬‬
‫ﻜﺒﻌﺽ ﺃﺠﻬﺯﺓ ﻗﻴﺎﺱ ﻀﻐﻁ ﺍﻝﺩﻡ‪ ،‬ﻭﺍﺠﻬﺯﺓ ﻗﻴﺎﺱ ﺍﻝﺴـﻜﺭ‪ ،‬ﻭﺍﻻﺴـﺭﺓ ﺍﻝﻁﺒﻴـﺔ‪،‬‬
‫ﻭﻤﻌﺩﺍﺕ ﺃﻨﻘﺎﺹ ﺍﻝﻭﺯﻥ‪.‬‬
‫‪ ١‬ـ ‪ ٨‬ـ ﺍﻝﺩﺭﺍﺠﺎﺕ‪:‬‬
‫ﺘﻌﺘﺒﺭ ﺍﻝﺩﺭﺍﺠﺎﺕ ﻤﻥ ﺒﻴﻥ ﺍﻝﺴﻠﻊ ﺍﻝﻤﻌﻤﺭﺓ ﺍﻝﺘﻲ ﻴﺯﺩﺍﺩ ﺍﻹﻋﻼﻥ ﻋﻨﻬﺎ ﻓـﻲ‬
‫ﺍﻝﺒﻠﺩﺍﻥ ﺍﻝﺘﻲ ﺘﺘﻌﺎﻤل ﻤﻌﻬﺎ ﻋﻠﻰ ﻜﻭﻨﻬﺎ ﻭﺴﻴﻠﺔ ﻤﻭﺍﺼﻼﺕ ﺍﺴﺎﺴﻴﺔ ﻝﻼﻓـﺭﺍﺩ ﻓـﻲ‬
‫ﺍﻝﻤﺩﻥ ﺍﻝﻤﻜﺘﻀﺔ ﺒﺎﻝﺴﻜﺎﻥ‪ ،‬ﻭﻓﻲ ﺍﻝﻤﺴﺎﻓﺎﺕ ﺍﻝﻘﺼﻴﺭﺓ‪ ،‬ﻓﻬﻲ ﺒﺎﻻﻀﺎﻓﺔ ﺇﻝﻰ ﻜﻭﻨﻬﺎ ﻻ‬
‫ﺘﺤﺘﺎﺝ ﺇﻝﻰ ﻭﻗﻭﺩ "ﺍﻝﺩﺭﺍﺠﺎﺕ ﺍﻝﻌﺎﺩﻴﺔ"‪ ،‬ﻓﺈﻨﻬﺎ ﺃﻴﻀﺎ ﺃﻗل ﺘﻠﻭﻴﺜﺎ ﻝﻠﻬـﻭﺍﺀ‪ ،‬ﻭﺘﺠﻌـل‬
‫ﺍﻝﺤﺭﻜﺔ ﺍﻝﻤﺭﻭﺭﻴﺔ ﺃﻜﺜﺭ ﺃﻨﺴﻴﺎﺒﺎ ﻭﺴﻬﻭﻝﺔ‪.‬‬
‫‪Copyright © 2017.‬‬
‫‪copyright law.‬‬

‫‪-٧٥-‬‬

‫‪EBSCO Publishing : eBook Arabic Collection Trial - printed on 4/4/2020 5:45 PM via MINISTÈRE DE L''EDUCATION‬‬
‫‪NATIONALE, DE LA FORMATION PROFESSIONNELLE‬‬
‫; ‪AN: 1945112‬‬ ‫;‪.‬‬
‫‪Account: ns063387‬‬
‫‪. All rights reserved. May not be reproduced in any form without permission from the publisher, except fair uses permitted under U.S. or applicable‬‬

‫ﻭﺘﻨﻘﺴﻡ ﺍﻝﺩﺭﺍﺠﺎﺕ ﺇﻝﻰ ﺩﺭﺍﺠﺎﺕ ﻋﺎﺩﻴﺔ‪ ،‬ﻭﺃﺨﺭﻯ ﻨﺎﺭﻴـﺔ‪ ،‬ﻭﻗـﺩ ﺍﺩﺨﻠـﺕ‬

‫ﺘﻁﻭﻴﺭﺍﺕ ﻋﻠﻰ ﺍﻻﺨﻴﺭﺓ "ﺍﻝﻨﺎﺭﻴﺔ" ﺠﻌﻠﺘﻬﺎ ﺘﻀﺎﻫﻲ ﺒل ﺘﻔـﻭﻕ ﺃﺤﻴﺎﻨـﺎ ﺒﻌـﺽ‬
‫ﺍﻝﺴﻴﺎﺭﺍﺕ ﻓﻲ ﺍﻝﺴﺭﻋﺔ ﻭﺍﻝﺘﻘﻨﻴﺔ ﺍﻝﺘﻲ ﺘﺘﻤﺘﻊ ﺒﻬﺎ‪.‬‬

‫‪ ٢‬ـ ﺇﻋﻼﻨﺎﺕ ﺍﻝﺴﻠﻊ ﺍﻻﺴﺘﻬﻼﻜﻴﺔ ‪:‬‬

‫ﺘﺘﻌﺩﺩ ﺍﻝﺴﻠﻊ ﺍﻻﺴﺘﻬﻼﻜﻴﺔ ﻭﺘﺘﻨﻭﻉ ﻭﻴﺯﺩﺍﺩ ﺤﺠﻡ ﺤﻀﻭﺭﻫﺎ ﺒﺸـﻜل ﻤﻠﻔـﺕ‬
‫ﻝﻠﻨﻅﺭ‪ ،‬ﺇﺫ ﻻ ﻴﻜﺎﺩ ﻴﻤﺭ ﻭﻗﺕ ﻗﺼﻴﺭ ﺇﻻ ﻭﺘـﺩﺨل ﺇﻝـﻰ ﺍﻻﺴـﻭﺍﻕ ﻭﺍﻝﻤﺤـﻼﺕ‬
‫ﺍﻝﺘﺠﺎﺭﻴﺔ ﺴﻠﻌﺔ ﺍﺴﺘﻬﻼﻜﻴﺔ ﺠﺩﻴﺩﺓ‪ ،‬ﺘﺤﺘﺎﺝ ﺇﻝﻰ ﺍﻝﻜﺜﻴﺭ ﻤﻥ ﺍﻹﻋﻼﻥ ﻋﻨﻬـﺎ ﻋﺒـﺭ‬
‫ﻭﺴﺎﺌل ﺍﻹﻋﻼﻥ ﺍﻝﻤﺨﺘﻠﻔﺔ‪ ،‬ﺤﺘﻰ ﻴﺘﻌﺭﻑ ﻋﻠﻴﻬﺎ ﺍﻝﻤﺴﺘﻬﻠﻙ‪ ،‬ﻭﺘﻠﻘﻰ ﻁﺭﻴﻘﻬﺎ ﺍﻝﻴـﻪ‪،‬‬
‫ﻭﻝﻭﻻ ﺍﻹﻋﻼﻥ ﻝﻤﺎ ﺍﺴﺘﻁﺎﻋﺕ ﺍﻝﻜﺜﻴﺭ ﻤﻥ ﺍﻝﺴﻠﻊ ﺍﻝﻭﺼﻭل ﺇﻝﻰ ﺍﻝﻤﺴﺘﻬﻠﻙ ﺒﺴـﺒﺏ‬
‫ﺍﺯﺩﺤﺎﻡ ﺍﻻﺴﻭﺍﻕ ﺒﺎﻝﺴﻠﻊ ﺍﻝﻤﺘﻌﺩﺩﺓ ﻭﺍﻝﻤﺘﺸﺎﺒﻬﺔ ﺇﻝﻰ ﺩﺭﺠﺔ ﻜﺒﻴـﺭﺓ ﻓـﻲ ﺸـﻜﻠﻬﺎ‬
‫ﻭﻭﻅﻴﻔﺘﻬﺎ‪.‬‬
‫ﻭﺒﺎﻝﺘﺎﻝﻲ ﻓﺈﻨﻪ ﻤﻥ ﺍﻝﺼﻌﺏ ﺤﺼﺭ ﺍﻝﺴﻠﻊ ﺍﻻﺴﺘﻬﻼﻜﻴﺔ ﻭﺘﺤﺩﻴﺩﻫﺎ ﺒﺩﻗﺔ‪ ،‬ﻓﻬﻲ‬
‫ﺘﺸﻤل ﻜل ﺍﻝﺴﻠﻊ ﺍﻝﺘﻲ ﻴﺘﻡ ﺍﺴﺘﻬﻼﻜﻬﺎ ﺒﺸﻜل ﺁﻨﻲ ﻭﺴﺭﻴﻊ‪ ،‬ﻭﻴﺯﺩﺍﺩ ﺍﻝﺘﻨﺎﻓﺱ ﺒﻴﻨﻬـﺎ‬
‫ﻋﺒﺭ ﻭﺴﺎﺌل ﺍﻹﻋﻼﻥ‪ ،‬ﻭﻤﻥ ﺫﻝﻙ ﻋﻠﻰ ﺴﺒﻴل ﺍﻝﻤﺜﺎل ﻻ ﺍﻝﺤﺼﺭ‪:‬‬
‫‪ ٢‬ـ‪ ١‬ـ ﺍﻻﻏﺫﻴﺔ ﻭﺍﻝﻤﺸﺭﻭﺒﺎﺕ‪ :‬ﻭﺘﻀﻡ ﻜﺎﻓﺔ ﺃﻨﻭﺍﻉ ﺍﻝﻤـﺄﻜﻭﻻﺕ‬
‫ﻋﻠﻰ ﺃﺨﺘﻼﻑ ﺃﻨﻭﺍﻋﻬﺎ ﻭﺃﺼﻨﺎﻓﻬﺎ ﻭﺃﺸﻜﺎﻝﻬﺎ‪ ،‬ﻭﻤﻥ ﺫﻝﻙ ﺍﻝﻠﺤﻭﻡ ﻭﺍﻝﺩﻗﻴﻕ ﻭﺍﻻﺭﺯ‪،‬‬
‫ﻭﺍﻝﺸﺎﻱ ﻭﺍﻝﺤﻠﻴﺏ ﻭﺍﻝﻔﻭﺍﻜﻪ ﻭﺍﻝﺤﻠﻭﻴﺎﺕ‪ ،‬ﻭﺍﻝﻤﺸﺭﻭﺒﺎﺕ ﻭﺍﻝﻌﺼﺎﺌﺭ ﻋﻠـﻰ ﺘﻌـﺩﺩ‬
‫ﺍﺸﻜﺎﻝﻬﺎ ﻭﻤﻜﻭﻨﺎﺘﻬﺎ‪ ..‬ﻭﻴﻼﺤﻅ ﺍﺭﺘﻔﺎﻉ ﻨﺴﺒﺔ ﺍﻹﻋﻼﻨﺎﺕ ﻋﻥ ﺒﻌﺽ ﺍﻝﻤﻭﺍﺩ ﺍﻝﻐﺫﺍﺌﻴﺔ‬
‫ﺩﻭﻥ ﻏﻴﺭﻫﺎ ﻓﻲ ﺒﻌﺽ ﻭﺴﺎﺌل ﺍﻹﻋﻼﻡ‪ ،‬ﺤﻴﺙ ﺘﺯﺩﺍﺩ ﺍﻹﻋﻼﻨﺎﺕ ﻋﻠﻰ ﺍﻝﺴﻴﻜﻭﻻﺘﺔ‬
‫ﻤﺜﻼ‪ ،‬ﻭﺍﻏﺫﻴﺔ ﺍﻻﻁﻔﺎل‪ ،‬ﻭﺍﻻﻝﺒﺎﻥ ﻭﻤﺸﺘﻘﺎﺘﻬﺎ ﻓﻲ ﺍﻻﺫﺍﻋﺔ ﺍﻝﻤﺭﺌﻴﺔ ﻨﻅﺭﺍ ﻻﺘﺴـﺎﻉ‬
‫ﻭﺘﻨﻭﻉ ﺠﻤﻬﻭﺭﻫﺎ‪.‬‬
‫‪Copyright © 2017.‬‬
‫‪copyright law.‬‬

‫‪-٧٦-‬‬

‫‪EBSCO Publishing : eBook Arabic Collection Trial - printed on 4/4/2020 5:45 PM via MINISTÈRE DE L''EDUCATION‬‬
‫‪NATIONALE, DE LA FORMATION PROFESSIONNELLE‬‬
‫; ‪AN: 1945112‬‬ ‫;‪.‬‬
‫‪Account: ns063387‬‬
‫‪. All rights reserved. May not be reproduced in any form without permission from the publisher, except fair uses permitted under U.S. or applicable‬‬

‫‪ ٢‬ـ‪ ٢‬ـ ﻤﻭﺍﺩ ﺍﻝﺘﻨﻅﻴﻑ‪ :‬ﺘﻌﺩ ﻤﻭﺍﺩ ﺍﻝﺘﻨﻅﻴﻑ ﻤﻥ ﺃﻜﺜﺭ ﺍﻝﺴﻠﻊ ﺍﻝﺘـﻲ‬
‫ﻴﺯﺩﺍﺩ ﺍﻝﺘﻨﺎﻓﺱ ﻋﻥ ﺍﻹﻋﻼﻥ ﺤﻭﻝﻬﺎ ﺒﻴﻥ ﺍﻝﺸﺭﻜﺎﺕ ﺍﻝﻤﺨﺘﻠﻔﺔ ﺍﻝﻤﺼـﻨﻌﺔ ﻝﻬـﺎ‪ ،‬ﺇﺫ‬
‫ﻴﻼﺤﻅ ـ ﻤﺜﻼ ـ ﺍﺭﺘﻔﺎﻉ ﻨﺴﺒﺔ ﺇﻋﻼﻨﺎﺕ ﻤﺴﺎﺤﻴﻕ ﻏﺴﻴل ﺍﻝﻤﻼﺒﺱ ﺨﺎﺼﺔ ﻓـﻲ‬
‫ﺍﻻﺫﺍﻋﺔ ﺍﻝﻤﺭﺌﻴﺔ‪ ،‬ﺤﻴﺙ ﺘﺭﺘﻔﻊ ﻨﺴﺒﺔ ﺍﻝﻤﺸﺎﻫﺩﺓ ﻝﺩﻯ ﺍﻝﻨﺴـﺎﺀ‪ ،‬ﺨﺎﺼـﺔ ﺍﻻﻤﻴـﺎﺕ‬
‫ﻭﺍﻻﻗل ﺘﻌﻠﻴﻤﺎ‪ ،‬ﻭﺒﺎﻝﺘﺎﻝﻲ ﺘﺘﻨﺎﻓﺱ ﺍﻝﺸﺭﻜﺎﺕ ﺍﻝﻤﺼﻨﻌﺔ ﻋﻠﻰ ﻜﺴﺏ ﻭﺩﻫﻥ‪ ،‬ﻭﺍﻝﺘﺄﺜﻴﺭ‬
‫ﻓﻴﻬﻥ ﻤﻥ ﺨﻼل ﺍﺒﺭﺍﺯ ﺍﻝﻤﺯﺍﻴﺎ ﺍﻝﻤﺘﻌﺩﺩﺓ ﺍﻝﺘﻲ ﻴﻭﻓﺭﻫﺎ ﻜﻠﻨﻭﻉ ﻤﻥ ﺘﻠﻙ ﺍﻝﻤﺴـﺎﺤﻴﻕ‬
‫ﻝﺭﺒﺎﺕ ﺍﻝﺒﻴﻭﺕ‪.‬‬
‫ﻭﻻ ﺘﻘﺘﺼﺭ ﻤﻭﺍﺩ ﺍﻝﺘﻨﻅﻴﻑ ﻋﻠﻰ ﺍﻨﻭﺍﻉ ﺍﻝﺼﺎﺒﻭﻥ ﻓﻘﻁ‪ ،‬ﺒل ﺘﺸﻤل ﻜـﺫﻝﻙ‬
‫ﻤﻌﺎﺠﻴﻥ ﺍﻝﺤﻼﻗﺔ‪ ،‬ﻭﻤﻌﺎﺠﻴﻥ ﺍﻻﺴـﻨﺎﻥ‪ ،‬ﻭﺤﻔﺎﻅـﺎﺕ ﺍﻻﻁﻔـﺎل‪ ،‬ﻭﻜـل ﺃﻨـﻭﺍﻉ‬
‫ﺍﻝﻤﻁﻬﺭﺍﺕ‪ ،‬ﻭﻏﻴﺭﻫﺎ ﻤﻭﺍﺩ ﺍﻝﺘﻨﻅﻴﻑ‪.‬‬
‫‪ ٢‬ـ‪ ٣‬ـ ﺍﻝﻤﻼﺒﺱ ﻭﺍﻻﻗﻤﺸﺔ‪ :‬ﻋﻠﻰ ﺍﻝـﺭﻏﻡ ﻤـﻥ ﺘﻌـﺩﺩ ﺍﻨـﻭﺍﻉ‬
‫ﺍﻝﻤﻼﺒﺱ‪ ،‬ﻭﺘﻌﺩﺩ ﺍﻝﻔﺌﺎﺕ ﺍﻝﻌﻤﺭﻴﺔ ﺍﻝﺘﻲ ﺘﺴﺘﺨﺩﻤﻬﺎ ﺍﻻ ﺃﻨﻪ ﻴﻼﺤﻅ ﺃﻥ ﺃﻜﺜﺭ ﺍﻨـﻭﺍﻉ‬
‫ﺍﻝﻤﻼﺒﺱ ﻭﺍﻻﻗﻤﺸﺔ ﺍﻝﺘﻲ ﻴﺯﺩﺍﺩ ﺍﻹﻋﻼﻥ ﺤﻭﻝﻬﺎ ﻫﻲ ﺫﺍﺕ ﺍﻝﺴﻌﺭ ﺍﻝﻤﺭﺘﻔـﻊ ﺍﻝﺘـﻲ‬
‫ﺘﺘﻤﻴﺯ ﺒﺠﻭﺩﺓ ﺨﺎﻤﺎﺘﻬﺎ‪ ،‬ﻜﻤﺎ ﺍﻥ ﺘﻠﻙ ﺍﻝﻤﻼﺒﺱ ﺘﻜﻭﻥ ﻋﺎﺩﺓ ﻤـﻥ ﺍﻝﻤﺎﺭﻜـﺎﺕ ﺫﺍﺕ‬
‫ﺍﻝﺸﻬﺭﺓ ﺍﻝﻌﺎﻝﻤﻴﺔ ﻭﺍﻝﻤﻌﺭﻭﻓﺔ‪.‬‬
‫ـ ‪ ٤‬ـ ﻤﻭﺍﺩ ﺍﻝﺘﺠﻤﻴل ﻭﺍﻝﻌﻁﻭﺭ‪ :‬ﺘﺸﻤل ﻫﺫﻩ ﺍﻝﻨﻭﻋﻴﺔ ﻤﺴﺎﺤﻴﻕ‬ ‫‪٢‬‬
‫ﺍﻝﺘﺠﻤﻴل ﻋﻠﻰ ﺍﺨﺘﻼﻑ ﺃﻨﻭﺍﻋﻬﺎ ﻭﺍﺴﺘﺨﺩﺍﻤﺎﺘﻬﺎ‪ ،‬ﻭﻫﻲ ﺴﻠﻊ ﺘﺨـﺹ ﻓـﻲ ﺍﻻﻋـﻡ‬
‫ﺍﻝﻤﺭﺃﺓ ﺩﻭﻥ ﻏﻴﺭﻫﺎ‪ ،‬ﻭﺒﺎﻝﺘﺎﻝﻲ ﻓﻬﻲ ﺘﺩﺨل ﻀﻤﻥ ﺍﻝﺴﻠﻊ ﺍﻝﺨﺎﺼﺔ ﺒﺸﺭﻴﺤﺔ ﻤﻌﻴﻨﺔ‪،‬‬
‫ﻜﻤﺎ ﺘﺸﻤل ﻜﺫﻝﻙ ﺍﻝﻌﻁﻭﺭ ﺍﻝﺘﻲ ﻻ ﻴﻘﺘﺼﺭ ﺍﺴﺘﺨﺩﺍﻤﻬﺎ ﻋﻠﻰ ﺍﻝﻨﺴﺎﺀ ﻓﻘﻁ ﺒل ﻴﻨﺘﺸﺭ‬
‫ﺍﺴﺘﺨﺩﺍﻤﻬﺎ ﺍﻴﻀﺎ ﺒﻴﻥ ﺍﻝﺭﺠﺎل ‪.‬‬
‫ﻭﻏﺎﻝﺒﺎ ﻤﺎ ﺘﻨﺸﺭ ﺍﻋﻼﻨﺎﺕ ﺍﻝﻌﻁﻭﺭ ﻋﻠﻰ ﻨﻁﺎﻕ ﺩﻭﻝﻲ‪ ،‬ﻭﺨﺎﺼﺔ ﻤﻨﻬﺎ ﺘﻠـﻙ‬
‫ﺍﻝﻤﺎﺭﻜﺎﺕ ﺍﻝﺘﻲ ﺘﺘﻤﺘﻊ ﺒﺸﻬﺭﺓ ﻋﺎﻝﻤﻴﺔ‪.‬‬
‫‪Copyright © 2017.‬‬
‫‪copyright law.‬‬

‫‪-٧٧-‬‬

‫‪EBSCO Publishing : eBook Arabic Collection Trial - printed on 4/4/2020 5:45 PM via MINISTÈRE DE L''EDUCATION‬‬
‫‪NATIONALE, DE LA FORMATION PROFESSIONNELLE‬‬
‫; ‪AN: 1945112‬‬ ‫;‪.‬‬
‫‪Account: ns063387‬‬
‫‪. All rights reserved. May not be reproduced in any form without permission from the publisher, except fair uses permitted under U.S. or applicable‬‬

‫‪ ٢‬ـ ‪ ٥‬ـ ﺍﻝﺴﺠﺎﺌﺭ‪ :‬ﺘﻔﺭﺽ ﺍﻝﺤﻜﻭﻤﺎﺕ‪ ،‬ﻭﻤﻭﺍﺜﻴﻕ ﺍﻝﺸﺭﻑ ﺍﻹﻋﻼﻨﻲ‬

‫ﻋﻠﻰ ﻤﻌﻠﻨﻲ ﺍﻝﺴﺠﺎﺌﺭ ﺃﻥ ﻴﻭﻀﺤﻭﺍ ﻝﻠﺠﻤﻬﻭﺭ ﻓﻲ ﻤﻜﺎﻥ ﺒﺎﺭﺯ ﻤﻥ ﺍﻹﻋـﻼﻥ ﺍﻥ‬
‫ﺍﻝﺘﺩﺨﻴﻥ ﻀﺎﺭ ﺒﺎﻝﺼﺤﺔ‪ ،‬ﻭﺍﻨﻪ ﺴﺒﺏ ﺭﺌﻴﺴﻲ ﻝﻼﺼﺎﺒﺔ ﺒﺎﻝﺴﺭﻁﺎﻥ‪ ،‬ﻭﻋﻠﻰ ﺍﻝـﺭﻏﻡ‬
‫ﻤﻥ ﺫﻝﻙ ﻓﺈﻨﻪ ﻴﻼﺤﻅ ﺍﺭﺘﻔﺎﻉ ﻨﺴﺒﺔ ﺍﻹﻋﻼﻨﺎﺕ ﺤﻭل ﺍﻝﺴـﺠﺎﺌﺭ‪ ،‬ﺨﺎﺼـﺔ ﻓـﻲ‬
‫ﺍﻝﻤﺠﻼﺕ ﺍﻝﻤﻠﻭﻨﺔ‪ ،‬ﻭﻝﻼﺼﻨﺎﻑ ﺫﺍﺕ ﺍﻝﺸﻬﺭﺓ ﺍﻝﻌﺎﻝﻤﻴﺔ‪ ،‬ﻜﺴـﺠﺎﺌﺭ ﺍﻝﻤـﺎﺭﻝﺒﻭﺭﻭ‪،‬‬
‫ﻭﺍﻝﺭﻭﺜﻤﺎﻥ‪ ..‬ﻭﻏﻴﺭﻫﻤﺎ‪.‬‬
‫ﻭﺘﻤﻨﻊ ﺒﻌﺽ ﺍﻝﺩﻭل ﺇﻋﻼﻥ ﻋﻥ ﺍﻝﺴﺠﺎﺌﺭ ﻓﻲ ﺍﻝﻘﻨﻭﺍﺕ ﺍﻝﺘﻠﻔﺯﻴﻭﻨﻴـﺔ ﻓـﻲ‬
‫ﻓﺘﺭﺍﺕ ﺍﻝﺫﺭﻭﺓ‪ ،‬ﻭﺘﺴﻤﺢ ﺒﻬﺎ ﻓﻲ ﺃﻭﻗﺎﺕ ﻤﺘﺄﺨﺭﺓ ﻤﻥ ﺍﻝﻠﻴل‪ ،‬ﺤﺘـﻰ ﻻ ﻴﺘﻌـﺭﺽ‬
‫ﻝﻤﺸﺎﻫﺩﺘﻬﺎ ﺍﻻﻁﻔﺎل ﻭﺍﻝﻤﺭﺍﻫﻘﻭﻥ‪ ،‬ﻭﺒﺎﻝﺘﺎﻝﻲ ﻴﺘﺄﺜﺭﻭﻥ ﺒﻬﺎ‪ ،‬ﺤﻴﺙ ﻴﻌﺘﺒﺭ ﻫﻭﻻﺀ ﻤﻥ‬
‫ﺍﻝﻔﺌﺎﺕ ﺍﻻﻜﺜﺭ ﺤﺴﺎﺴﻴﺔ ﻭﺘﺄﺜﺭﺍ ﺒﺎﻹﻋﻼﻨﺎﺕ‪.‬‬
‫ﻭﺒﺎﻹﻀﺎﻓﺔ ﺇﻝﻰ ﻫﺫﻩ ﺍﻝﺴﻠﻊ ﺍﻻﺴﺘﻬﻼﻜﻴﺔ ﺍﻝﺘﻲ ﻴﻜﺜﺭ ﺍﻹﻋﻼﻥ ﺤﻭﻝﻬﺎ ﻓـﺈﻥ‬
‫ﻫﻨﺎﻙ ﺴﻠﻊ ﺍﺴﺘﻬﻼﻜﻴﺔ ﺃﺨﺭﻯ ﻴﺯﺩﺍﺩ ﺍﻹﻋﻼﻥ ﺤﻭﻝﻬﺎ‪ ،‬ﻻ ﻤﺠﺎل ﻝﺤﺼـﺭﻫﺎ ﻫﻨـﺎ‪،‬‬
‫ﻭﻤﻥ ﺫﻝﻙ ﻋﻠﻰ ﺴﺒﻴل ﺍﻝﻤﺜـﺎل‪ :‬ﺍﻻﺤﺫﻴـﺔ ﻭﺍﻝﻤﺼـﻨﻭﻋﺎﺕ ﺍﻝﺠﻠﺩﻴـﺔ‪ ،‬ﻭﺍﻻﺩﻭﺍﺕ‬
‫ﺍﻝﻤﻜﺘﺒﻴﺔ‪ ،‬ﻭﺍﻻﺩﻭﻴﺔ‪ ،‬ﻭﻤﻭﺍﺩ ﺍﻝﺒﻨﺎﺀ‪ ،‬ﻭﺍﻝﻨﻅﺎﺭﺍﺕ‪ ،‬ﻭﻏﻴﺭﻫﺎ ﻤﻥ ﺍﻝﺴﻠﻊ ﺍﻻﺴﺘﻬﻼﻜﻴﺔ‬
‫ﺍﻻﺨﺭﻯ‪.‬‬
‫ﻭﻻﺒﺩ ﻤﻥ ﺍﻻﺸﺎﺭﺓ ﻫﻨﺎ ﺇﻝﻰ ﺍﻥ ﺍﻹﻋﻼﻥ ﻋﻥ ﺍﻝﺴﻠﻊ ﺍﻻﺴﺘﻬﻼﻜﻴﺔ ﻴﺯﺩﺍﺩ ﺒﻘﻭﺓ‬
‫ﻓﻲ ﺍﻝﻤﺠﺘﻤﻌﺎﺕ ﺍﻝﺘﻲ ﺘﻜﺜﺭ ﻭﺘﺸﺘﺩﺩ ﻓﻴﻬﺎ ﺍﻝﻤﻨﺎﻓﺴﺔ ﺍﻝﺘﺠﺎﺭﻴﺔ‪ ،‬ﻭﺍﻝﺘﻲ ﺘﺄﺨـﺫ ﺒﻤﺒـﺩﺃ‬
‫ﺍﻻﻗﺘﺼﺎﺩ ﺍﻝﺤﺭ ﺍﻝﺘﻨﺎﻓﺴﻲ‪ ،‬ﻨﻅﺭﺍ ﻝﺘﻌـﺩﺩ ﺍﻝﺸـﺭﻜﺎﺕ ﻭﺍﻝﻤﺅﺴﺴـﺎﺕ ﺍﻝﺼـﻨﺎﻋﻴﺔ‬
‫ﻭﺍﻝﺘﺠﺎﺭﻴﺔ ﺍﻝﺘﻲ ﺘﺘﻭﻝﻰ ﺘﺼﻨﻴﻊ ﺴﻠﻌﺎ ﻤﺘﺸﺎﺒﻬﺔ‪ ،‬ﻤﻤﺎ ﻴﺩﻓﻊ ﻜل ﻤﻨﻬﺎ ﺇﻝﻰ ﺍﺴـﺘﺨﺩﺍﻡ‬
‫ﺍﻹﻋﻼﻥ ﻜﺄﺩﺍﺓ ﺘﺘﻨﺎﻓﺱ ﻤﻥ ﺨﻼﻝﻬﺎ ﻝﻠﺘﺭﻭﻴﺞ ﻝﻤﻨﺘﺠﺎﺘﻬﺎ‪ ،‬ﺤﻴﺙ ﻴﻅل ﻤﻥ ﺍﻝﺼـﻌﺏ‬
‫ﺍﻝﺘﻌﺭﻴﻑ ﺒﺎﻝﺴﻠﻊ ﻭﺍﻝﻤﻨﺘﺠﺎﺕ ﻓﻲ ﻤﺜل ﻫﺫﻩ ﺍﻝﻤﺠﺘﻤﻌﺎﺕ ﺒﺩﻭﻥ ﺍﻝﻠﺠﺅ ﺇﻝﻰ ﺍﻹﻋﻼﻥ‪.‬‬
‫‪Copyright © 2017.‬‬
‫‪copyright law.‬‬

‫‪-٧٨-‬‬

‫‪EBSCO Publishing : eBook Arabic Collection Trial - printed on 4/4/2020 5:45 PM via MINISTÈRE DE L''EDUCATION‬‬
‫‪NATIONALE, DE LA FORMATION PROFESSIONNELLE‬‬
‫; ‪AN: 1945112‬‬ ‫;‪.‬‬
‫‪Account: ns063387‬‬
‫‪. All rights reserved. May not be reproduced in any form without permission from the publisher, except fair uses permitted under U.S. or applicable‬‬

‫ﺏ ـ ﺇﻋﻼﻨﺎﺕ ﺍﻝﺨﺩﻤﺎﺕ‪:‬‬
‫ﻭﻫﻲ ﺘﻠﻙ ﺍﻝﻨﻭﻋﻴﺔ ﻤﻥ ﺍﻹﻋﻼﻨﺎﺕ ﺍﻝﺘﻲ ﺘﺴﻌﻰ ﺇﻝﻰ ﺩﻋـﻭﺓ ﺍﻝﻤﺘﻠﻘـﻲ‬
‫ﻭﺤﺜﻪ ﻋﻠﻰ ﺍﻝﺘﻌﺎﻤل ﻤﻊ ﺨﺩﻤﺔ ﻤﻌﻴﻨﺔ‪ ،‬ﻭﻝﻴﺱ ﺍﻻﻗﺘﻨﺎﺀ ﺍﻝﻤﺎﺩﻱ ﻝﻠﻤﻌﻠﻥ ﻋﻨﻪ ﻜﻤﺎ ﻫﻭ‬
‫ﺍﻝﺤﺎل ﻓﻲ ﺇﻋﻼﻨﺎﺕ ﺍﻝﺴﻠﻊ‪ ،‬ﻓﺎﻝﻤﻌﻠﻥ ﻫﻨﺎ ﻻ ﻴﺒﻴﻊ ﻝﻠﻤﺘﻠﻘﻲ ﺒﻀﺎﻋﺔ ﻴﻤﻜﻥ ﺍﺭﺘﺩﺍﺌﻬﺎ‪،‬‬
‫ﺃﻭ ﺃﻜﻠﻬﺎ‪،‬ﺃﻭ ﺍﺴﺘﺨﺩﺍﻤﻬﺎ‪ ،‬ﻝﻜﻨﻪ ﻴﺘﻴﺢ ﻝﻪ ﺨﺩﻤﺔ ﻗﺩ ﺘﻭﻓﺭ ﻝﻪ ﺍﻝﻭﻗﺕ ﻭﺍﻝﺠﻬﺩ ﻭﺍﻝﻤـﺎل‬
‫ﻤﻥ ﺨﻼل ﺍﻝﺘﻌﺎﻤل ﻤﻌﻬﺎ‪ ،‬ﻓﺎﻝﺨﺩﻤﺎﺕ ﺒﻌﻜﺱ ﺍﻝﺴﻠﻊ ﻻ ﻴﻤﻜﻥ ﺍﻤﺘﻼﻜﻬﺎ ﻭﺍﻻﺤﺘﻔـﺎﻅ‬
‫ﺒﻬﺎ ﻭﺍﻜﺘﻨﺎﺯﻫﺎ‪ ،‬ﺒل ﻴﺘﻡ ﻓﻘﻁ ﺍﻻﺴﺘﻔﺎﺩﺓ ﻤﻨﻬﺎ‪ ،‬ﻭﺒﻤﺎ ﺘﻘﺩﻤﻪ ﻤﻥ ﻤﺯﺍﻴﺎ‪.‬‬
‫ﻭﻴﺘﻔﻨﻥ ﻤﻌﻠﻨﻭﺍ ﺍﻝﺨﺩﻤﺎﺕ ﻓﻲ ﺠﺫﺏ ﺍﻝﺠﻤﺎﻫﻴﺭ ﺘﺠﺎﻩ ﻤﺎ ﻴﻌﻠﻨﻭﻥ ﻋﻨـﻪ ﻤـﻥ‬
‫ﺨﻼل ﺍﺒﺭﺍﺯ ﻤﺤﺎﺴﻥ ﻭﺍﻴﺠﺎﺒﻴﺎﺕ ﺍﻝﺨﺩﻤﺔ ﺍﻝﻤﻌﻠﻥ ﻋﻨﻬﺎ‪ ،‬ﻭﺍﻅﻬﺎﺭﻫﺎ ﻋﻠـﻰ ﺃﻨﻬـﺎ‬
‫ﺍﻷﺴﺭﻉ‪ ،‬ﻭﺍﻻﺠﻭﺩ‪ ،‬ﻭﺍﻻﻗل ﺘﻜﻠﻔﺔ‪.‬‬
‫ﻭﻻ ﻴﻤﻜﻥ ﺤﺼﺭ ﻜل ﺃﻨﻭﺍﻉ ﺍﻝﺨﺩﻤﺎﺕ‪ ،‬ﻓﻬﻲ ﻜﺜﻴﺭﺓ ﻭﻤﺘﻌﺩﺩﺓ‪ ،‬ﻭﻓﻲ ﺍﺯﺩﻴﺎﺩ‬
‫ﻤﺴﺘﻤﺭ ﻁﺒﻘﺎ ﻝﺘﻁﻭﺭ ﺍﻝﻤﺠﺘﻤﻌﺎﺕ ﺍﻝﺒﺸﺭﻴﺔ‪ ،‬ﻓﺎﻝﻤﺠﺘﻤﻌﺎﺕ ﺍﻝﺤﺩﻴﺜـﺔ ﻓـﻲ ﺍﻝـﺒﻼﺩ‬
‫ﺍﻝﻤﺘﻘﺩﻤﺔ ﺘﺯﺩﺍﺩ ﻓﻴﻬﺎ ﺃﻨﻭﺍﻉ ﺍﻝﺨﺩﻤﺎﺕ ﻭﺘﻨﺘﺸﺭ ﺒﺸﻜل ﺃﻜﺒﺭ ﻤﻥ ﺍﻝﻤﺠﺘﻤﻌﺎﺕ ﺍﻻﻗـل‬
‫ﺘﻁﻭﺭﺍ ﻭﺍﻝﻤﺘﺨﻠﻔﺔ‪ ،‬ﺫﻝﻙ ﺃﻥ ﺤﺎﺠﺎﺕ ﺍﻝﺒﺸﺭ ﺘﺘﻔﺎﻭﺕ ﻤﻥ ﻤﺠﺘﻤﻊ ﺇﻝﻰ ﺃﺨـﺭ ﻭﻓﻘـﺎ‬
‫ﻝﺩﺭﺠﺔ ﺘﻁﻭﺭ ﺍﻝﺴﻠﻡ ﺍﻝﺤﻀﺎﺭﻱ ﺍﻝﺫﻱ ﺒﻠﻐﻪ ﻜل ﻤﺠﺘﻤﻊ‪.‬‬
‫ﻓﺎﻹﻋﻼﻥ ـ ﻤﺜﻼ ـ ﻋﻥ ﻤﺭﺍﻜﺯ ﺨﺩﻤﺎﺕ ﺍﻝﺤﺎﺴﻭﺏ‪ ،‬ﻭﻤﻘﺎﻫﻲ ﺍﻻﻨﺘﺭﻨﺕ‬
‫ﻻ ﺃﻫﻤﻴﺔ ﻝﻪ ﻓﻲ ﺍﻝﻤﺠﺘﻤﻌﺎﺕ ﺍﻝﺒﺩﺍﺌﻴﺔ‪ ،‬ﻭﺍﻝﺭﻋﻭﻴﺔ ﺍﻝﺘﻲ ﻴﻘل ﻓﻴﻬﺎ ﻤﺴﺘﻭﻯ ﺍﻝﺘﻌﻠﻴﻡ‪..‬‬
‫ﻜﻤﺎ ﻴﺭﺘﺒﻁ ﺤﺠﻡ ﺤﻀﻭﺭ ﺇﻋﻼﻨﺎﺕ ﺍﻝﺨﺩﻤﺎﺕ ﺒﺎﻻﻴﺩﻭﻝﻭﺠﻴﺔ ﺍﻝﺘﻲ ﻴﺘﺒﻨﺎﻫﺎ ﺍﻝﻤﺠﺘﻤﻊ‬
‫ﺸﺄﻨﻬﺎ ﻓﻲ ﺫﻝﻙ ﺸﺄﻥ ﺒﻘﻴﺔ ﺍﻹﻋﻼﻨﺎﺕ ﺍﻝﺘﺠﺎﺭﻴﺔ‪ ،‬ﻓﻔﻲ ﺍﻝﻤﺠﺘﻤﻌﺎﺕ ﺍﻝﺭﺍﺴﻤﺎﻝﻴﺔ ﺤﻴﺙ‬
‫ﻴﺴﻭﺩ ﻤﺒﺩﺃ ﺍﻝﻤﻨﺎﻓﺴﺔ ﻴﺯﺩﺍﺩ ﺤﺠﻡ ﺍﻝﺨﺩﻤﺎﺕ ﻭﺘﻨﻭﻋﻬﺎ‪ ،‬ﻭﺘﺘﻌﺩﺩ ﺍﻝﻘﻁﺎﻋـﺎﺕ ﺍﻝﺘـﻲ‬
‫ﺘﺩﻴﺭﻫﺎ‪ ،‬ﻭﻻ ﺘﻀﻊ ﺍﻝﺩﻭﻝﺔ ﻗﻴﻭﺩ ﺘﺤﺩ ﻤﻥ ﺍﻨﺘﺸﺎﺭﻫﺎ‪ ،‬ﻤﻤﺎ ﻴﺴﺎﻫﻡ ﻓﻲ ﺍﺭﺘﻔﺎﻉ ﻨﺴﺒﺔ‬
‫ﺍﻋﻼﻨﺎﺕ ﺍﻝﺨﺩﻤﺎﺕ ﻓﻲ ﺘﻠﻙ ﺍﻝﻤﺠﺘﻤﻌﺎﺕ‪.‬‬
‫‪Copyright © 2017.‬‬
‫‪copyright law.‬‬

‫‪-٧٩-‬‬

‫‪EBSCO Publishing : eBook Arabic Collection Trial - printed on 4/4/2020 5:45 PM via MINISTÈRE DE L''EDUCATION‬‬
‫‪NATIONALE, DE LA FORMATION PROFESSIONNELLE‬‬
‫; ‪AN: 1945112‬‬ ‫;‪.‬‬
‫‪Account: ns063387‬‬
‫‪. All rights reserved. May not be reproduced in any form without permission from the publisher, except fair uses permitted under U.S. or applicable‬‬

‫ﺃﻤﺎ ﻓﻲ ﺍﻝﻤﺠﺘﻤﻌﺎﺕ ﺍﻝﺘﻲ ﺘﻬـﻴﻤﻥ ﻓﻴﻬـﺎ ﺍﻝﺩﻭﻝـﺔ ﻋﻠـﻰ ﺃﺩﺍﺭﺓ ﺸـﺅﻭﻨﻬﺎ‬

‫ﺍﻻﻗﺘﺼﺎﺩﻴﺔ ﻓﻨﻠﺤﻅ ﺘﺭﺍﺠﻊ ﺇﻋﻼﻨﺎﺕ ﺍﻝﺨﺩﻤﺎﺕ‪ ،‬ﻭﺘﺭﻜﺯﻫﺎ ﺃﻭﻻ ﻓﻲ ﺨﺩﻤﺎﺕ ﻤﻌﻴﻨﺔ‬
‫ﻭﻤﺤﺩﺩﺓ‪ ،‬ﻭﺜﺎﻨﻴﺎ ﻓﻲ ﻗﻁﺎﻉ ﺃﺴﺎﺴﻲ ﻭﺍﺤﺩ ﻫﻭ ﺍﻝﻘﻁﺎﻉ ﺍﻝﻌﺎﻡ‪.‬‬
‫ﻭﻨﺭﺼﺩ ﻫﻨﺎ ﺃﻜﺜﺭ ﺇﻋﻼﻨﺎﺕ ﺍﻝﺨﺩﻤﺎﺕ ﺍﻨﺘﺸﺎﺭﺍ ﻓﻲ ﻭﺴﺎﺌل ﺍﻹﻋﻼﻥ‪ ،‬ﻭﺫﻝﻙ‬
‫ﻜﺎﻝﺘﺎﻝﻲ‪:‬‬
‫‪ ١‬ـ ﺇﻋﻼﻨﺎﺕ ﺨﺩﻤﺎﺕ ﺍﻝﻨﻘل ‪:‬‬
‫ﻭﺘﺘﻤﺜل ﺒﺼﻭﺭﺓ ﺍﺴﺎﺴﻴﺔ ﻓﻲ ﺨﺩﻤﺎﺕ ﺍﻝﻨﻘل ﺍﻝﺠﻭﻱ ﺍﻝﺫﻱ ﺘﻘﻭﻡ ﺒﻪ ﺸﺭﻜﺎﺕ‬
‫ﺍﻝﻁﻴﺭﺍﻥ‪ ،‬ﻭﺘﻌﺩ ﻫﺫﻩ ﺍﻝﺨﺩﻤﺔ ﻨﺘﺎﺝ ﻤﺎ ﺘﻭﺼﻠﺕ ﺍﻝﻴﻪ ﺍﻝﺒﺸﺭﻴﺔ ﻤﻥ ﺍﻨﺠـﺎﺯﺍﺕ ﻓـﻲ‬
‫ﻤﺠﺎل ﺍﻝﻨﻘل‪ ،‬ﺤﻴﺙ ﺼﺎﺭ ﺒﺎﻹﻤﻜﺎﻥ ﺍﻻﻥ ﻗﻁﻊ ﺍﻻﻑ ﺍﻝﻜﻴﻠﻭ ﻤﺘﺭﺍﺕ ﻓـﻲ ﺒﻀـﻊ‬
‫ﺴﺎﻋﺎﺕ‪ ،‬ﻭﻫﻭ ﻤﺎ ﺴﺎﻫﻡ ﻓﻲ ﺘﻘﺭﻴﺏ ﺍﻝﻤﺴﺎﻓﺎﺕ‪ ،‬ﻭﺃﺨﺘﺼﺎﺭﺍﻝﺯﻤﻥ ﻭﺍﻝﺠﻬﺩ‪ ..‬ﺤﻴﺙ‬
‫ﺯﺍﺩ ﺤﺠﻡ ﺍﻝﻤﺴﺎﻓﺭﻴﻥ ﺒﻭﺍﺴﻁﺔ ﺍﻝﻁﻴﺭﺍﻥ ﺒﻨﺴﺏ ﻜﺒﻴﺭﺓ ﻋﻤﺎ ﻜﺎﻥ ﻋﻠﻴﻪ ﻓﻲ ﺍﻝﺴﺎﺒﻕ‪،‬‬
‫ﻭﺫﻝﻙ ﺒﺴﺒﺏ ﺍﻝﻤﺯﺍﻴﺎ ﺍﻝﺘﻲ ﻴﺘﻴﺤﻬﺎ ﺍﻝﺴﻔﺭ ﻋﺒﺭ ﻫﺫﻩ ﺍﻝﻭﺴﻴﻠﺔ‪ ،‬ﻭﻜﻨﺘﻴﺠـﺔ ﻝﻠﺘﻁـﻭﺭ‬
‫ﺍﻝﻬﺎﺌل ﺍﻝﺫﻱ ﻅﻠﺕ ﺘﺸﻬﺩﻩ ﺒﺎﺴﺘﻤﺭﺍﺭ ﻜﺎﻝﺴﺭﻋﺔ ﺍﻝﻜﺒﻴﺭﺓ‪ ،‬ﻭﺍﻝﻤﺴﺎﻓﺎﺕ ﺍﻝﻁﻭﻴﻠﺔ ﺍﻝﺘﻲ‬
‫ﺘﻘﻁﻌﻬﺎ ﺩﻭﻥ ﺘﻭﻗﻑ‪ ،‬ﻭﺍﻻﻤﺎﻥ ﺍﻝﺫﻱ ﺘﻭﻓﺭﻩ ﻝﺭﻜﺎﺒﻬﺎ‪ ،‬ﻭﻗﻠﺔ ﺍﻝﻤﺸﺎﻕ ﻭﺍﻝﻤﺘﺎﻋﺏ ﺍﻝﺘﻲ‬
‫ﻴﺘﻌﺭﺽ ﻝﻬﺎ ﺍﻝﻤﺴﺎﻓﺭ ﺒﻌﻜﺱ ﺍﻝﺤﺎل ﻓﻲ ﺍﻝﺴﻔﺭ ﻋﺒﺭ ﻭﺴﺎﺌل ﺍﻝﻨﻘل ﺍﻷﺨﺭﻯ‪ ،‬ﻜﺎﻝﻨﻘل‬
‫ﺍﻝﺒﺭﻱ‪ ،‬ﻭﺍﻝﺒﺤﺭﻱ‪.‬‬
‫ﻭﻝﺫﻝﻙ ﻓﻘﺩ ﺼﺎﺭﺕ ﺨﺩﻤﺎﺕ ﺍﻝﻨﻘل ﺍﻝﺠﻭﻱ ﻤﻥ ﺒﻴﻥ ﺃﻜﺜﺭ ﺍﻝﺨﺩﻤﺎﺕ ﺍﻝﻤﻌﻠـﻥ‬
‫ﻋﻨﻬﺎ‪ ،‬ﻭﺼﺎﺭﺕ ﺸﺭﻜﺎﺕ ﺍﻝﻁﻴﺭﺍﻥ ﺘﺘﻨﺎﻓﺱ ﻓﻲ ﺍﻹﻋﻼﻥ ﻋـﻥ ﺘﻘـﺩﻴﻡ ﺍﻻﻓﻀـل‬
‫ﻝﻤﺴﺎﻓﺭﻴﻬﺎ‪ ..‬ﺤﺘﻰ ﺼﺎﺭﺕ ﺇﻋﻼﻨﺎﺕ ﺍﻝﻨﻘل ﺍﻝﺠﻭﻱ ﺘﺤﺘل ﻤﺴﺎﺤﺎﺕ ﻤﻬﻤـﺔ ﻓـﻲ‬
‫ﺼﻔﺤﻠﺕ ﺍﻝﺠﺭﺍﺌﺩ ﻭﺍﻝﻤﺠﻼﺕ‪ ،‬ﻜﻤﺎ ﺘﺤﺘل ﻤﺴـﺎﺤﺎﺕ ﺯﻤﻨﻴـﺔ ﻓـﻲ ﺍﻻﺫﺍﻋﺘـﻴﻥ‬
‫ﺍﻝﻤﺴﻤﻭﻋﺔ ﻭﺍﻝﻤﺭﺌﻴﺔ‪ ،‬ﻭﻜﺫﻝﻙ ﻓﻲ ﺒﻘﻴﺔ ﻭﺴـﺎﺌل ﺍﻹﻋـﻼﻥ ﺍﻝﻤﺨﺘﻠﻔـﺔ‪ ،‬ﻭﺘﺸـﻤل‬
‫ﺇﻋﻼﻨﺎﺕ ﺍﻝﻨﻘل ﺍﻴﻀﺎ ﻭﺴﺎﺌل ﺍﻝﻨﻘل ﺍﻝﺒﺭﻱ‪ ،‬ﺍﻝﺘﻲ ﺘﺘﻭﻝﻰ ﻨﻘل ﺍﻝﺭﻜﺎﺏ ﻭﺍﻝﺒﻀـﺎﺌﻊ‬
‫‪Copyright © 2017.‬‬
‫‪copyright law.‬‬

‫‪-٨٠-‬‬

‫‪EBSCO Publishing : eBook Arabic Collection Trial - printed on 4/4/2020 5:45 PM via MINISTÈRE DE L''EDUCATION‬‬
‫‪NATIONALE, DE LA FORMATION PROFESSIONNELLE‬‬
‫; ‪AN: 1945112‬‬ ‫;‪.‬‬
‫‪Account: ns063387‬‬
‫‪. All rights reserved. May not be reproduced in any form without permission from the publisher, except fair uses permitted under U.S. or applicable‬‬

‫ﻋﺒﺭ ﺍﻝﻤﺩﻥ ﻭﺍﻝﺒﻠﺩﺍﻥ‪ ،‬ﻜﻤﺎ ﺘﺸﻤل ﻜﺫﻝﻙ ﺤﺭﻜﺔ ﺍﻝﻨﻘل ﺍﻝﺒﺤﺭﻱ ﺍﻝﺘﻲ ﺘﻘـﻭﻡ ﻜـﺫﻝﻙ‬
‫ﺒﻨﻘل ﺍﻝﻤﺴﺎﻓﺭﻴﻥ ﻭﺍﻝﺴﻠﻊ ﻋﻠﻰ ﺍﺨﺘﻼﻑ ﺃﻨﻭﺍﻋﻬﺎ ﻤﻥ ﻤﻴﻨﺎﺀ ﺇﻝﻰ ﺃﺨﺭ‪.‬‬

‫‪ ٢‬ـ ﺇﻋﻼﻨﺎﺕ ﺨﺩﻤﺎﺕ ﺍﻝﺘﺄﻤﻴﻥ ‪:‬‬

‫ﻓﻲ ﺍﻝﻐﺎﻝﺏ ﺘﻜﻭﻥ ﺇﻋﻼﻨﺎﺕ ﺍﻝﺘﺄﻤﻴﻥ ﺤﻜﺭﺍ ﻋﻠﻰ ﺍﻝﺸﺭﻜﺎﺕ ﺍﻝﻤﺤﻠﻴﺔ ﻓﻲ ﻜل‬
‫ﺒﻠﺩ‪ ،‬ﻭﺫﻝﻙ ﻋﻠﻰ ﻋﻜﺱ ﺸﺭﻜﺎﺕ ﺍﻝﻁﻴﺭﺍﻥ‪ ،‬ﺍﻝﺘﻲ ﺘﻔﺘﺢ ﻝﻬﺎ ﻤﻜﺎﺘـﺏ ﻓـﻲ ﺒﻠـﺩﺍﻥ‬
‫ﺃﺨﺭﻯ‪ ،‬ﻭﻴﻜﻭﻥ ﻝﻁﻴﺭﺍﻨﻬﺎ ﺭﺤﻼﺕ ﺇﻝﻰ ﻋﻭﺍﻀﻡ ﻭﻤﺩﻥ ﻤﺘﻌـﺩﺩﺓ‪ ،‬ﻭﺫﻝـﻙ ﻁﺒﻌـﺎ‬
‫ﺒﺎﺴﺘﺜﻨﺎﺀ ﺒﻌﺽ ﺸﺭﻜﺎﺕ ﺍﻝﺘﺄﻤﻴﻥ ﺍﻝﻌﺎﻝﻤﻴﺔ ﺍﻝﻀﺨﻤﺔ ﺍﻝﺘﻲ ﺘﻌﻤل ﻏﺎﻝﺒﺎ ﻓﻲ ﺍﻝﺘـﺄﻤﻴﻥ‬
‫ﻋﻠﻰ ﺍﻝﺸﺭﻜﺎﺕ ﺍﻝﻨﻔﻁﻴﺔ‪ ،‬ﻭﺍﻝﺸﺭﻜﺎﺕ ﻭﺍﻝﻤﺅﺴﺴﺎﺕ ﺍﻝﻜﺒﻴﺭﺓ ﺍﻝﺘﻲ ﺘﻌﺠﺯ ﺸـﺭﻜﺎﺕ‬
‫ﺍﻝﺘﺄﻤﻴﻥ ﺫﺍﺕ ﺍﻻﻤﻜﺎﻨﻴﺎﺕ ﺍﻝﻤﺤﺩﻭﺩﺓ ﻓﻲ ﺍﻝﺒﻠﺩﺍﻥ ﺍﻝﺼﻐﻴﺭﺓ ﻋﻠﻰ ﺘﺄﻤﻴﻨﻬﺎ‪.‬‬
‫ﻭﺒﻌﻜﺱ ﺍﻝﻜﺜﻴﺭ ﻤﻥ ﺍﻝﺨﺩﻤﺎﺕ ﺍﻻﺨﺭﻯ ﺍﻝﺘﻲ ﻴﺘﻌﺩﺩ ﺍﻝﻘـﺎﺌﻤﻭﻥ ﺒﻬـﺎ ﻓـﺈﻥ‬
‫ﺸﺭﻜﺎﺕ ﺍﻝﺘﺄﻤﻴﻥ ﻭﻨﻅﺭﺍ ﻝﻼﻤﻜﺎﻨﻴﺎﺕ ﺍﻝﻤﺎﻝﻴﺔ ﺍﻝﻌﺎﻝﻴﺔ ﺍﻝﺘﻲ ﺘﺘﻁﻠﺒﻬﺎ ﻋﻤﻠﻴﺔ ﺘﺄﺴﻴﺴﻬﺎ‬
‫ﻓﺈﻨﻬﺎ ﺘﻅل ﻤﺤﺩﻭﺩﺓ ﺍﻻﻨﺘﺸﺎﺭ ﻓﻲ ﺍﻝﺒﻠﺩ ﺍﻝﻭﺍﺤﺩ‪ ،‬ﻭﻫﻭ ﻤﺎ ﻨﻠﺤﻀﻪ ﻓﻲ ﺃﻏﻠﺏ ﺍﻝﺒﻠﺩﺍﻥ‬
‫ﺍﻝﻌﺭﺒﻴﺔ‪ ،‬ﻭﺒﻠﺩﺍﻥ ﺍﻝﻌﺎﻝﻡ ﺍﻝﺜﺎﻝﺙ‪ ،‬ﻓﻲ ﺤﻴﻥ ﻴﺤﺘﻜﺭ ﺍﻝﻘﻁﺎﻉ ﺍﻝﻌﺎﻡ ﺨﺩﻤﺎﺕ ﺍﻝﺘﺄﻤﻴﻥ ﻓﻲ‬
‫ﺩﻭل ﺃﺨﺭﻯ ﻜﺜﻴﺭﺓ‪.‬‬

‫‪ ٣‬ـ ﺇﻋﻼﻨﺎﺕ ﺍﻝﺨﺩﻤﺎﺕ ﺍﻝﻤﺼﺭﻓﻴﺔ ‪:‬‬

‫ﺍﺯﺩﺍﺩﺕ ﺍﻝﺤﺎﺠﺔ ﺇﻝﻰ ﻫﺫﻩ ﺍﻝﻨﻭﻋﻴﺔ ﻤﻥ ﺍﻝﺨﺩﻤﺎﺕ ﻓﻲ ﺍﻝﺴـﻨﻭﺍﺕ ﺍﻷﺨﻴـﺭﺓ‪،‬‬
‫ﻭﺃﺯﺩﺍﺩ ﺃﻨﺘﺸﺎﺭﻫﺎ ﺒﺸﻜل ﻭﺍﻀﺢ‪ ،‬ﻭﻝﻌل ﺫﻝﻙ ﻴﺄﺘﻲ ﻨﺘﺎﺝ ﻝﺘﺩﺍﻋﻴﺎﺕ ﻅﺎﻫﺭﺓ ﺍﻝﻌﻭﻝﻤﺔ‬
‫ﻓﻲ ﺒﻌﺩﻫﺎ ﺍﻻﻗﺘﺼﺎﺩﻱ‪ ،‬ﺤﻴﺙ ﺃﺯﺩﺍﺩ ﺤﺠﻡ ﺃﻨﺘﻘﺎل ﺭﺅﻭﺱ ﺍﻻﻤـﻭﺍل ﺒـﻴﻥ ﻤـﺩﻥ‬
‫ﻭﺒﻠﺩﺍﻥ ﺍﻝﻌﺎﻝﻡ‪ ،‬ﻭﻝﻡ ﺘﻌﺩ ﺜﻤﺔ ﺤﻭﺍﺠﺯ ﺘﺤﻭل ﺩﻭﻥ ﺍﻨﺴﻴﺎﺒﻬﺎ ﺒﺤﺭﻴﺔ ﻤﻁﻠﻘﺔ‪ ،‬ﻭﻫﻭ ﻤﺎ‬
‫ﺠﻌل ﺍﻝﻤﺼﺎﺭﻑ "ﺍﻝﺒﻨﻭﻙ" ﺘﺘﻨﺎﻓﺱ ﻤﻥ ﺨﻼل ﺍﻹﻋﻼﻥ ﻋـﻥ ﺘﻘـﺩﻴﻡ ﺍﻻﻓﻀـل‬
‫‪Copyright © 2017.‬‬
‫‪copyright law.‬‬

‫‪-٨١-‬‬

‫‪EBSCO Publishing : eBook Arabic Collection Trial - printed on 4/4/2020 5:45 PM via MINISTÈRE DE L''EDUCATION‬‬
‫‪NATIONALE, DE LA FORMATION PROFESSIONNELLE‬‬
‫; ‪AN: 1945112‬‬ ‫;‪.‬‬
‫‪Account: ns063387‬‬
‫‪. All rights reserved. May not be reproduced in any form without permission from the publisher, except fair uses permitted under U.S. or applicable‬‬

‫ﻭﺍﻻﺴﺭﻉ ﻓﻲ ﺘﺤﻭﻴل ﺍﻻﻤﻭﺍل ﻤﻥ ﻤﻜﺎﻥ ﺇﻝﻰ ﺃﺨﺭ‪ ،‬ﻭﺒﺎﻝﺘﺎﻝﻲ ﻓﻘﺩ ﺼﺎﺭ ﺍﻹﻋـﻼﻥ‬
‫ﺤﺎﺠﺔ ﻤﻠﺤﺔ ﻝﻠﻤﺅﺴﺴﺎﺕ ﺍﻝﻤﺼﺭﻓﻴﺔ ﺘﻘﺩﻡ ﻤﻥ ﺨﻼﻝﻪ ﻨﻔﺴﻬﺎ ﻝﻠﻤﺘﻠﻘﻲ ﺒﻤـﺎ ﻴﻌﻜـﺱ‬
‫ﺤﺠﻡ ﻨﺸﺎﻁﻬﺎ‪ ،‬ﻭﺘﻤﻴﺯ ﺨﺩﻤﺎﺘﻬﺎ‪ ،‬ﻭﺴﻬﻭﻝﺔ ﻤﻌﺎﻤﻼﺘﻬﺎ‪.‬‬
‫ﻭﺇﺫﺍ ﻤﺎ ﻨﺠﺤﺕ ﺃﻱ ﻤﻥ ﺍﻝﻤﺅﺴﺴﺎﺕ ﺍﻝﻤﺼﺭﻓﻴﺔ ﻓﻲ ﺍﻗﻨﺎﻉ ﺍﻝﺠﻤﻬﻭﺭ ﺒﺠﻭﺩﺓ‬
‫ﻭﺴﺭﻋﺔ ﻭﺘﻤﻴﺯ ﺨﺩﻤﺎﺘﻬﺎ‪ ،‬ﻭﺍﻗﺒل ﻫﻭ ﻋﻠﻴﻬﺎ‪ ،‬ﻭﺼﺎﺭ ﻋﻤﻴﻼ ﺩﺍﺌﻤﺎ ﻝﻬﺎ ﺘﻜﻭﻥ ﺘﻠـﻙ‬
‫ﺍﻝﻤﺅﺴﺴﺔ ﻗﺩ ﺤﻘﻘﺕ ﻫﺩﻑ ﻜﺒﻴﺭﺍ ﻝﻬﺎ ﻴﺘﻤﺜل ﻓـﻲ ﺠـﺫﺒﻬﺎ ﻝﻤﺯﻴـﺩ ﻤـﻥ ﻗﻁـﺎﻉ‬
‫ﺍﻝﻤﺴﺘﺜﻤﺭﻴﻥ‪ ،‬ﻭﺍﻝﺘﺠﺎﺭ‪ ،‬ﻭﺃﺼﺤﺎﺏ ﺍﻝﻤﺎل‪ ،‬ﺒﻤﺎﻴﻤﻜﻥ ﻝﻬﺎ ﻓﻲ ﺍﻝﺴﻭﻕ ﺍﻝﻤﺼـﺭﻓﻲ‪،‬‬
‫ﻭﻴﺯﻴﺩ ﻤﻥ ﺤﺠﻡ ﺍﺭﺒﺎﺤﻬﺎ ﻭﻨﺠﺎﺤﺎﺘﻬﺎ‪.‬‬

‫‪ ٤‬ـ ﺇﻋﻼﻨﺎﺕ ﺍﻝﺨﺩﻤﺎﺕ ﺍﻝﻌﻘﺎﺭﻴﺔ ‪:‬‬

‫ﺘﺭﺘﺒﻁ ﺍﻝﺤﺭﻜﺔ ﺍﻝﻌﻘﺎﺭﻴﺔ ﻓﻲ ﺍﻝﻤﺠﺘﻤﻊ ﻋﺎﺩﺓ ﺒﺤﺎﻝﺔ ﺍﻻﺯﺩﻫﺎﺭ ﻭﺍﻻﻨﺘﻌـﺎﺵ‬
‫ﺍﻻﻗﺘﺼﺎﺩﻱ‪ ،‬ﻓﻜﻠﻤﺎ ﺘﺤﺴﻨﺕ ﺃﻭﻀﺎﻉ ﺍﻝﻤﺠﺘﻤﻊ ﺍﻗﺘﺼﺎﺩﻴﺎ ﺯﺍﺩ ﺍﻝﺭﻭﺍﺝ ﻓـﻲ ﺴـﻭﻕ‬
‫ﺍﻝﻌﻘﺎﺭﺍﺕ ﺴﻭﺍﺀ ﻤﻥ ﺤﻴﺙ ﺍﻝﻌﺭﺽ ﺃﻭ ﺍﻝﻁﻠﺏ‪ ،‬ﻭﺒﺎﻝﺘﺎﻝﻲ ﺍﺭﺘﻔﻌﺕ ﻨﺴﺒﺔ ﺍﻹﻋﻼﻨﺎﺕ‬
‫ﺤﻭﻝﻬﺎ ﻓﻲ ﻭﺴﺎﺌل ﺍﻹﻋﻼﻥ ﺍﻝﻤﺨﺘﻠﻔﺔ‪.‬‬
‫ﺫﻝﻙ ﺃﻥ ﺍﻻﻗﺒﺎل ﻋﻠﻰ ﺸﺭﺍﺀ ﺍﻝﻌﻘﺎﺭﺍﺕ ﺴﻭﺍﺀ ﻜﺎﻨﺕ ﺸـﻘﻕ‪ ،‬ﺃﻭ ﻓﻠـل‪ ،‬ﺃﻭ‬
‫ﺃﺭﺍﻀﻲ‪ ،‬ﺃﻭ ﺸﺎﻝﻴﻬﺎﺕ ﺴﻴﺎﺤﻴﺔ‪ ،‬ﺃﻭ ﻤﺎ ﺇﻝﻰ ﺫﻝﻙ ﻴﺤﺘﺎﺝ ﺇﻝﻰ ﺃﻤﻭﺍل ﻜﺜﻴﺭﺓ‪.‬‬
‫ﻭﻻ ﻴﺘﻭﻗﻑ ﺴﻭﻕ ﺍﻝﻌﻘﺎﺭﺍﺕ ﻋﻠﻰ ﺒﻴﻊ ﺍﻻﺭﺍﻀﻲ ﻭﺍﻝﻤﺒﺎﻨﻲ ﻓﻘﻁ‪ ،‬ﺒل ﻴﻤﺘـﺩ‬
‫ﻜﺫﻝﻙ ﺇﻝﻰ ﻋﻤﻠﻴﺎﺕ ﺘﺄﺠﻴﺭﻫﺎ ﻝﻔﺘﺭﺍﺕ ﻤﺤﺩﻭﺩﺓ‪ ،‬ﻭﻏﺎﻝﺒﺎ ﻤﺎ ﻴﺭﺘﺒﻁ ﺫﻝﻙ ﺒﺎﻝﺤﺭﻜـﺔ‬
‫ﺍﻝﺴﻴﺎﺤﻴﺔ ﻓﻲ ﺍﻝﺒﻼﺩ‪ ،‬ﺨﺎﺼﺔ ﻓﻴﻤﺎ ﻴﺘﻌﻠﻕ ﺒﺈﺠﺎﺭ ﺍﻝﺸﻘﻕ ﺍﻝﺴﻜﻨﻴﺔ‪ ،‬ﻓﺈﺫﺍ ﺯﺍﺩ ﺃﻗﺒـﺎل‬
‫ﺍﻝﺯﻭﺍﺭ ﻋﻠﻰ ﺒﻠﺩ ﻤﺎ‪ ،‬ﻭﻨﺸﻁﺕ ﺍﻝﺤﺭﻜﺔ ﺍﻝﺴﻴﺎﺤﻴﺔ ﻓﻴﻪ‪ ،‬ﺃﺩﻯ ﺫﻝﻙ ﺇﻝﻰ ﺯﻴﺎﺩﺓ ﻤﺜـل‬
‫ﻫﺫﻩ ﺍﻝﻨﻭﻋﻴﺔ ﻤﻥ ﺍﻹﻋﻼﻨﺎﺕ‪.‬‬
‫‪Copyright © 2017.‬‬
‫‪copyright law.‬‬

‫‪-٨٢-‬‬

‫‪EBSCO Publishing : eBook Arabic Collection Trial - printed on 4/4/2020 5:45 PM via MINISTÈRE DE L''EDUCATION‬‬
‫‪NATIONALE, DE LA FORMATION PROFESSIONNELLE‬‬
‫; ‪AN: 1945112‬‬ ‫;‪.‬‬
‫‪Account: ns063387‬‬
‫‪. All rights reserved. May not be reproduced in any form without permission from the publisher, except fair uses permitted under U.S. or applicable‬‬

‫ﻭﻗﺩ ﺃﺘﺎﺤﺕ ﻭﺴﺎﺌل ﺍﻹﻋﻼﻡ ﺍﻝﻔﺭﺼﺔ ﻻﺼـﺤﺎﺏ ﺍﻝﻌﻘـﺎﺭﺍﺕ ﻝﻠﺘﻭﺍﺼـل‬

‫ﻤﺒﺎﺸﺭﺓ ﻤﻊ ﺍﻝﺠﻤﻬﻭﺭ‪ ،‬ﺒﻌﺩ ﺃﻥ ﻜﺎﻥ ﺫﻝﻙ ﻴﺘﻡ ﻤﻥ ﺨﻼل ﻤﻜﺎﺘﺏ ﺍﻝﻌﻘﺎﺭﺍﺕ‪ ،‬ﻭﻜﺎﻥ‬
‫ﺒﺎﻝﺘﺎﻝﻲ ﻋﺩﺩ ﺍﻝﺫﻴﻥ ﻴﺘﻌﺭﻀﻭﻥ ﻝﺘﻠﻙ ﺍﻹﻋﻼﻨﺎﺕ ﻤﺤﺩﻭﺩ‪ ،‬ﻜﻤﺎ ﺃﺴـﺘﻔﺎﺩﺕ ﻤﻜﺎﺘـﺏ‬
‫ﺍﻝﻌﻘﺎﺭﺍﺕ ﻫﻲ ﺍﻷﺨﺭﻯ ﻤﻥ ﻭﺴﺎﺌل ﺍﻹﻋﻼﻡ‪ ،‬ﺨﺎﺼﺔ ﺍﻝﺼﺤﻑ ﻓﺒـﺎﺩﺭﺕ ﺒﻨﺸـﺭ‬
‫ﺇﻋﻼﻨﺎﺘﻬﺎ‪ ،‬ﻭﻋﻨﺎﻭﻴﻨﻬﺎ‪ ،‬ﻭﺒﻴﺎﻨﺎﺕ ﻋﻥ ﺍﻝﺨﺩﻤﺎﺕ ﺍﻝﺘﻲ ﺘﻘﺩﻤﻬﺎ‪ ،‬ﻝﺘﺼل ﺒﺸﻜل ﻤﺒﺎﺸﺭ‬
‫ﻤﻊ ﺍﻝﺠﻤﻬﻭﺭ‪.‬‬
‫ﻭﻴﻼﺤﻅ ﺃﻥ ﻋﺩﺩﺍﻤﻥ ﺍﻝﺼﺤﻑ ﻭﺨﺎﺼﺔ ﺍﻝﺠﺭﺍﺌﺩ ﺘﺨﺼـﺹ ﺼـﻔﺤﺎﺕ‬
‫ﺒﺄﻜﻤﻠﻬﺎ ﻹﻋﻼﻨﺎﺕ ﺍﻝﻌﻘﺎﺭﺍﺕ‪ ،‬ﺨﺎﺼﺔ ﻓﻲ ﻴﻭﻡ ﺍﻝﻌﻁﻠﺔ ﺍﻻﺴﺒﻭﻋﻴﺔ‪ ،‬ﻜﻤﺎ ﺘﺨﺼﺹ‬
‫ﺒﻌﺽ ﺍﻝﺠﺭﺍﺌﺩ ﻤﻼﺤﻕ ﺨﺎﺼﺔ ﻹﻋﻼﻨﺎﺕ ﺍﻝﻌﻘﺎﺭﺍﺕ‪.‬‬

‫‪ ٥‬ـ ﺇﻋﻼﻨﺎﺕ ﺍﻝﺨﺩﻤﺎﺕ ﺍﻝﺘﻌﻠﻴﻤﻴﺔ ‪:‬‬

‫ﺘﻌﺘﺒﺭ ﺍﻝﺨﺩﻤﺎﺕ ﺍﻝﺘﻌﻠﻴﻤﻴﺔ ﻤﻥ ﺒﻴﻥ ﺃﻫﻡ ﺍﻝﺨﺩﻤﺎﺕ ﺍﻝﺘﻲ ﻴﻌﺩ ﺃﺭﺘﻔﺎﻉ ﻨﺴـﺒﺔ‬
‫ﺍﻹﻋﻼﻥ ﺤﻭﻝﻬﺎ ﻤﺅﺸﺭﺍ ﺇﻴﺠﺎﺒﻴﺎ ﻓﻲ ﺍﻝﻤﺠﺘﻤﻊ‪ ،‬ﺤﻴﺙ ﺘﻌﻜﺱ ﺍﻹﻋﻼﻨﺎﺕ ﺍﻝﺘﻌﻠﻴﻤﻴـﺔ‬
‫ﺍﻝﺩﻭﺭ ﺍﻻﻴﺠﺎﺒﻲ ﻝﻺﻋﻼﻥ‪ ،‬ﻭﻝﻤﺎ ﻴﻤﻜﻥ ﺃﻥ ﻴﺅﺩﻴﻪ ﻤﻥ ﻓﻭﺍﺌﺩ ﻝﻠﻤﺠﺘﻤـﻊ‪ ،‬ﻓﺎﺭﺘﻔـﺎﻉ‬
‫ﻨﺴﺒﺔ ﻫﺫﻩ ﺍﻹﻋﻼﻨﺎﺕ ﻤﻥ ﺸﺄﻨﻪ ﺍﻥ ﻴﺴﻬﻡ ﻓﻲ ﺯﻴﺎﺩﺓ ﺃﻗﺒﺎل ﺍﻝﺠﻤﻬﻭﺭ ﺍﻝﻤﺘﻠﻘﻲ ﻋﻠﻰ‬
‫ﺍﻻﻝﺘﺤﺎﻕ ﺒﺩﻭﺭﺍﺕ ﺘﻌﻠﻴﻤﻴﺔ ﻓﻲ ﻤﺠﺎﻻﺕ ﻤﺨﺘﻠﻔﺔ‪ ،‬ﻜﺎﻝﺤﺎﺴﺏ ﺍﻷﻝـﻲ‪ ،‬ﻭﺍﻝﻠﻐـﺎﺕ‪،‬‬
‫ﻭﺍﻝﺩﻭﺭﺍﺕ ﺍﻝﺘﺜﻘﻴﻔﻴﺔ‪ ،‬ﻭﺍﻝﺘﻨﺸﻴﻁﻴﺔ ﺒﺄﻨﻭﺍﻋﻬﺎ ﻭﻤﺠﺎﻻﺘﻬﺎ ﺍﻝﻤﺘﻌﺩﺩﺓ‪.‬‬
‫ﻭﻜﻠﻤﺎ ﺯﺍﺩ ﺤﺠﻡ ﻫﺫﻩ ﺍﻹﻋﻼﻨﺎﺕ ﺃﺭﺘﻔﻊ ﺍﻝﻭﻋﻲ ﺒﺄﻫﻤﻴﺔ ﺍﻝﺨﺩﻤﺎﺕ ﺍﻝﺘﻌﻠﻴﻤﻴﺔ‪،‬‬
‫ﻭﺴﺎﻫﻡ ﻓﻲ ﺍﻻﺴﺘﻔﺎﺩﺓ ﻤﻨﻬﺎ‪ ،‬ﻭﻫﻭ ﻤﺎ ﻴﻁﻭﺭ ﺍﻝﻤﺴﺘﻭﻯ ﺍﻝﺜﻘﺎﻓﻲ ﻭﺍﻝﺘﻌﻠﻴﻤﻲ ﻝﻼﻓﺭﺍﺩ‪،‬‬
‫ﻜﻤﺎ ﺘﺘﻴﺢ ﻫﺫﻩ ﺍﻝﺨﺩﻤﺎﺕ ﻓﺭﺼﺔ ﺍﻻﺨﺘﻴﺎﺭ ﺃﻤﺎﻡ ﺍﻝﺠﻤﻬﻭﺭ ﻝﻤﺎ ﻴﻌﺭﺽ ﻤﻥ ﺨﺩﻤﺎﺕ‬
‫ﺘﻌﻠﻴﻤﻴﺔ‪ ،‬ﻭﺃﻥ ﻜﺎﻨﺕ ﻫﺫﻩ ﺍﻝﻤﻴﺯﺓ ﻴﺘﻴﺤﻬﺎ ﺍﻹﻋﻼﻥ ﻋﻤﻭﻤﺎ‪ ،‬ﺍﻹ ﺃﻨﻬﺎ ﻗﺩ ﺘﺒﺩﻭ ﺃﻜﺜـﺭ‬
‫ﺃﻫﻤﻴﺔ ﻓﻲ ﻫﺫﻩ ﺍﻝﺨﺩﻤﺔ‪.‬‬
‫‪Copyright © 2017.‬‬
‫‪copyright law.‬‬

‫‪-٨٣-‬‬

‫‪EBSCO Publishing : eBook Arabic Collection Trial - printed on 4/4/2020 5:45 PM via MINISTÈRE DE L''EDUCATION‬‬
‫‪NATIONALE, DE LA FORMATION PROFESSIONNELLE‬‬
‫; ‪AN: 1945112‬‬ ‫;‪.‬‬
‫‪Account: ns063387‬‬
‫‪. All rights reserved. May not be reproduced in any form without permission from the publisher, except fair uses permitted under U.S. or applicable‬‬

‫‪ ٦‬ـ ﺇﻋﻼﻨﺎﺕ ﺍﻝﺨﺩﻤﺎﺕ ﺍﻝﺼﺤﻴﺔ ‪:‬‬

‫ﺘﺸﻤل ﻫﺫﻩ ﺍﻝﻨﻭﻋﻴﺔ ﻤﻥ ﺍﻹﻋﻼﻨﺎﺘﻜل ﻤﻥ ﺇﻋﻼﻨﺎﺕ ﺍﻝﻤﺴﺘﺸﻔﻴﺎﺕ‪ ،‬ﻭﺍﻝﻌﻴﺎﺩﺍﺕ‬
‫ﺍﻝﻁﺒﻴﺔ‪ ،‬ﻭﺍﻝﻤﺭﺍﻜﺯ ﺍﻝﺼﺤﻴﺔ‪ ،‬ﻋﻠﻰ ﺃﺨﺘﻼﻑ ﺃﻨﻭﺍﻋﻬﺎ‪ ،‬ﻭﺘﺨﺼﺼـﺎﺘﻬﺎ‪ ،‬ﻭﻁﺒﻴﻌـﺔ‬
‫ﺍﻻﻨﺸﻁﺔ ﺍﻝﺘﻲ ﺘﻤﺎﺭﺴﻬﺎ‪ ،‬ﻭﻫﻲ ﻏﺎﻝﺒﺎ ﻤﺎ ﺘﺩﻭﺭ ﺤﻭل ﻨﻭﻋﻴﺔ ﻭﺠﻭﺩﺓ ﺍﻝﺨﺩﻤﺎﺕ ﺍﻝﻲ‬
‫ﺘﻘﺩﻤﻬﺎ‪ ،‬ﻤﺜﻼﺴﺘﺤﺩﺍﺙ ﺃﻗﺴﺎﻡ ﻁﺒﻴﺔ ﺠﺩﻴﺩﺓ ﻓﻲ ﺒﻌﺽ ﺍﻝﻌﻴﺎﺩﺍﺕ ﺃﻭ ﺍﻝﻤﺴﺘﺸﻔﻴﺎﺕ‪ ،‬ﺃﻭ‬
‫ﺘﺯﻭﻴﺩﻫﺎ ﺒﺒﻌﺽ ﺍﻝﻤﻌﺩﺍﺕ ﻭﺍﻷﺠﻬﺯﺓ ﺍﻝﺤﺩﻴﺜﺔ‪ ،‬ﺃﻭ ﺃﻁﺒﺎﺀ ﺯﺍﺌﺭﻭﻥ‪ ،‬ﻭﻤﺎ ﺇﻝﻰ ﺫﻝـﻙ‬
‫ﻤﻥ ﺨﺩﻤﺎﺕ ﺫﺍﺕ ﻁﺎﺒﻊ ﺼﺤﻲ‪.‬‬
‫ﺇﻻ ﺃﻨﻪ ﻴﻼﺤﻅ ﻓﻲ ﺍﻝﺴﻨﻭﺍﺕ ﺍﻷﺨﻴﺭﺓ ﻭﺠﻭﺩ ﺘﺤﻭﻻ ﻤﻬﻤـﺎ ﻓـﻲ ﻨﻭﻋﻴـﺔ‬
‫ﺍﻝﺨﺩﻤﺎﺕ ﺍﻝﺼﺤﻴﺔ ﺍﻝﻤﻌﻠﻥ ﻋﻨﻬﺎ‪ ،‬ﺤﻴﺙ ﺃﺨﺫﺕ ﻤﻨﺤﻰ ﺠﺩﻴﺩﺍ ﻝﻡ ﻴﻜﻥ ﻤﻨﺘﺸﺭﺍ ﻤـﻥ‬
‫ﻗﺒل‪ ،‬ﻓﻘﺩ ﺃﺯﺩﺍﺩﺕ ﻤﺜﻼ ﻨﺴﺒﺔ ﺍﻹﻋﻼﻨﺎﺕ ﺤﻭل ﺍﻝﻤﺭﺍﻜﺯ ﺍﻝﺼﺤﻴﺔ ﺍﻝﻤﺘﺨﺼﺼﺔ ﻓﻲ‬
‫ﻋﻤﻠﻴﺎﺕ ﻭﺠﺭﺍﺤﺎﺕ ﺍﻝﺘﺠﻤﻴل‪ ،‬ﻭﺍﻨﺘﺸﺭﺕ ﺒﺸﻜل ﻜﺒﻴﺭ ﻭﻤﻠﻔﺕ ﻝﻠﻨﻅﺭ ﻓﻲ ﻤﺨﺘﻠـﻑ‬
‫ﻭﺴﺎﺌل ﺍﻹﻋﻼﻡ ﻭﺍﻹﻋﻼﻥ‪ ،‬ﺒل ﻭﺼل ﺍﻷﻤﺭ ﺇﻝﻰ ﺘﺨﺼﻴﺹ ﻗﻨﻭﺍﺕ ﻓﻀﺎﺌﻴﺔ ﻝﺒﺙ‬
‫ﺇﻋﻼﻨﺎﺕ ﻤﺘﻭﺍﺼﻠﺔ ﺤﻭل ﺍﻝﺘﺠﻤﻴل ﻭﺍﻝﺭﺸﺎﻗﺔ‪ ،‬ﻜﻤﺎ ﺼﺩﺭﺕ ﺼﺤﻑ ﻤﺘﺨﺼﺼـﺔ‬
‫ﻓﻲ ﻫﺫﺍ ﺍﻝﻤﺠﺎل ﺍﻴﻀﺎ‪ ،‬ﻭﻫﻭ ﻤﺎ ﻗﺩ ﻴﻌﻜﺱ ﺯﻴﺎﺩﺓ ﺍﻻﻗﺒﺎل ﻋﻥ ﻫﺫﻩ ﺍﻝﻨﻭﻋﻴﺔ ﻤـﻥ‬
‫ﺍﻝﺨﺩﻤﺎﺕ ﻤﻥ ﻗﺒل ﺍﻝﺠﻤﻬﻭﺭ‪.‬‬
‫ﻭﻴﻅل ﺍﻝﺠﺎﻨﺏ ﺍﻝﻤﻬﻡ ﻓﻲ ﺇﻋﻼﻨﺎﺕ ﺍﻝﺨﺩﻤﺎﺕ ﺍﻝﺼـﺤﻴﺔ ﻫـﻭ ﻤﺼـﺩﺍﻗﻴﺔ‬
‫ﻤﻀﻤﻭﻥ ﺘﻠﻙ ﺍﻹﻋﻼﻨﺎﺕ‪ ،‬ﺍﺫ ﻴﺠﺏ ﺍﻝﺘﺩﻗﻴﻕ ﻓﻲ ﻜﺜﻴﺭ ﻤﻤﺎ ﻴﻌﻠﻥ ﺤﻭﻝﻪ‪ ،‬ﻻﻥ ﺍﻷﻤﺭ‬
‫ﻫﻨﺎ ﻴﺘﻌﻠﻕ ﺒﺄﻋﺯ ﻭﺃﺜﻤﻥ ﻤﺎ ﻴﻤﺘﻠﻜﻪ ﺍﻻﻨﺴﺎﻥ‪ ،‬ﻭﻫﻭ ﺍﻝﺼﺤﺔ‪ ،‬ﻭﺒﺎﻝﺘﺎﻝﻲ ﻓﺈﻨﻪ ﻴﻨﺒﻐـﻲ‬
‫ﺍﻝﺤﺫﺭ ﻋﻨﺩ ﺍﻝﺘﻌﺎﻤل ﻤﻊ ﻫﺫﻩ ﺍﻹﻋﻼﻨﺎﺕ‪ ،‬ﻭﺍﻝﺘﺄﻜﺩ ﻤﻥ ﺼﺩﻕ ﻭﺴﻼﻤﺔ ﻤﺎ ﺘﻌﻠﻥ ﻋﻨﻪ‬
‫ﻤﻥ ﺨﺩﻤﺎﺕ‪ ،‬ﺨﺎﺼﺔ ﺒﻌﺩ ﺃﻥ ﺼﺎﺭ ﺍﻝﺒﻌﺽ ﻴﻨﻅﺭ ﺇﻝﻰ ﺍﻷﻤﺭ ﻋﻠﻰ ﺃﻨـﻪ ﺘﺠـﺎﺭﺓ‬
‫ﻴﺠﻨﻲ ﻤﻥ ﺨﻼﻝﻬﺎ ﺍﺭﺒﺎﺤﺎ ﻁﺎﺌﻠﺔ‪.‬‬
‫‪Copyright © 2017.‬‬
‫‪copyright law.‬‬

‫‪-٨٤-‬‬

‫‪EBSCO Publishing : eBook Arabic Collection Trial - printed on 4/4/2020 5:45 PM via MINISTÈRE DE L''EDUCATION‬‬
‫‪NATIONALE, DE LA FORMATION PROFESSIONNELLE‬‬
‫; ‪AN: 1945112‬‬ ‫;‪.‬‬
‫‪Account: ns063387‬‬
‫‪. All rights reserved. May not be reproduced in any form without permission from the publisher, except fair uses permitted under U.S. or applicable‬‬

‫‪ ٧‬ـ ﺇﻋﻼﻨﺎﺕ ﺍﻝﺨﺩﻤﺎﺕ ﺍﻝﺴﻴﺎﺤﻴﺔ ‪:‬‬

‫ﻫﺫﻩ ﺍﻝﻨﻭﻋﻴﺔ ﻤﻥ ﺍﻹﻋﻼﻨﺎﺕ ﺫﺍﺕ ﺍﻨﺘﺸﺎﺭ ﻤﺤﺩﻭﺩ‪ ،‬ﻭﺫﻝﻙ ﻋﻠﻰ ﻋﻜﺱ ﺒﻘﻴﺔ‬
‫ﺃﻨﻭﺍﻉ ﺍﻹﻋﻼﻨﺎﺕ ﺍﻷﺨﺭﻯ ﺍﻝﺘﻲ ﺴﺒﻕ ﺍﻝﺘﻌﺭﺽ ﻝﻬﺎ‪ ،‬ﻭﻫﻲ ﻏﺎﻝﺒﺎ ﻤﺎ ﺘﺭﺘﺒﻁ ﺒﺒﻠﺩﺍﻥ‬
‫ﻤﻌﻴﻨﺔ ﻭﻤﺠﺘﻤﻌﺎﺕ ﻤﺤﺩﺩﺓ ﺘﻤﺘﻠﻙ ﻤﻘﻭﻤﺎﺕ ﺴﻴﺎﺤﻴﺔ ﺘﺴﻌﻰ ﻻﺴﺘﺜﻤﺎﺭﻫﺎ ﻤﻥ ﺃﺠـل‬
‫ﺨﻠﻕ ﻋﻤﻠﻴﺔ ﺠﺫﺏ ﺴﻴﺎﺤﻴﺔ ﻝﻬﺎ‪ ،‬ﺨﺎﺼﺔ ﺒﻌﺩ ﺃﻥ ﺼﺎﺭﺕ ﺍﻝﺴﻴﺎﺤﺔ ﺼـﻨﺎﻋﺔ ﻝﻬـﺎ‬
‫ﺃﺩﻭﺍﺘﻬﺎ ﻭﺃﺴﺎﻝﻴﺒﻬﺎ ﺍﻝﺘﻲ ﺘﻌﻤل ﻤﻥ ﺨﻼﻝﻬﻤﺎ ﻋﻠﻰ ﺃﻥ ﺘﻜﻭﻥ ﻭﺴﻴﻠﺔ ﻤـﻥ ﻭﺴـﺎﺌل‬
‫ﺍﻝﺩﺨل ﺍﻻﺴﺎﺴﻴﺔ ﺍﻝﺘﻲ ﻴﻌﺘﻤﺩ ﻋﻠﻴﻬﺎ ﻓﻲ ﺘﻭﻓﻴﺭ ﺍﻝﻌﻤﻼﺕ ﺍﻝﺼﻌﺒﺔ‪.‬‬
‫ﻭﻴﺯﺩﺍﺩ ﻨﺸﺭ ﺍﻹﻋﻼﻨﺎﺕ ﺍﻝﺴﻴﺎﺤﻴﺔ ﻓﻲ ﺍﻝﻤﺠﺘﻤﻌﺎﺕ ﺫﺍﺕ ﺍﻝﻭﻓﺭﺓ ﺍﻻﻗﺘﺼﺎﺩﻴﺔ‪،‬‬
‫ﻭﺍﻝﺘﻲ ﻴﻌﻴﺵ ﺃﻓﺭﺍﺩﻫﺎ ﻓﻲ ﻤﺴﺘﻭﻯ ﺤﻴﺎﺓ ﻤﺘﻁﻭﺭ‪ ،‬ﺤﻴﺙ ﻴﺘﻁﻠﺏ ﺍﻝﺴﻔﺭ ﻭﺯﻴـﺎﺭﺓ‬
‫ﺍﻝﻤﻭﺍﻗﻊ ﻭﺍﻷﻤﺎﻜﻥ ﺍﻝﺴﻴﺎﺤﻴﺔ ﻭﺍﻹﻗﺎﻤﺔ ﻓﻲ ﺍﻝﻔﻨﺎﺩﻕ ﻭﺍﻝﻘﺭﻯ ﻭﺍﻝﻤﻨﺘﺠﻌﺎﺕ ﺍﻝﺴﻴﺎﺤﻴﺔ‬
‫ﺃﻓﺎﻕ ﺍﻝﻜﺜﻴﺭ ﻤﻥ ﺍﻝﻤﺎل‪ ،‬ﻭﻫﻭ ﺍﻤﺭﺍ ـ ﻜﻤﺎ ﻫﻭ ﻤﻌﻠﻭﻡ ـ ﻴﻅـل ﻗﺼـﺭﺍ ﻋﻠـﻰ‬
‫ﺸﺭﻴﺤﺔ ﻤﻌﻴﻨﺔ‪ ،‬ﻭﻋﻠﻰ ﻤﺠﺘﻤﻌﺎﺕ ﻤﻌﻴﻨﺔ ﺍﻴﻀﺎ‪.‬‬
‫ﻭﻏﺎﻝﺒﺎ ﻤﺎ ﺘﺘﺠﻪ ﺍﻹﻋﻼﻨﺎﺕ ﺍﻝﺴﻴﺎﺤﻴﺔ ﺇﻝﻰ ﺍﻝﺨﺎﺭﺝ‪ ،‬ﺤﻴﺙ ﺘﻨﺸﺭ ﻓﻲ ﻭﺴﺎﺌل‬
‫ﺇﻋﻼﻡ ﺃﺠﻨﺒﻴﺔ‪ ،‬ﺨﺎﺼﺔ ﻋﻨﺩﻤﺎ ﻴﻜﻭﻥ ﺍﻝﻬﺩﻑ ﻫﻭ ﺠﺫﺏ ﺴﻴﺎﺡ ﻤﻥ ﺒﻠﺩﺍﻥ ﺃﺨـﺭﻯ‪،‬‬
‫ﻭﺘﺭﻜﺯ ﺍﻹﻋﻼﻨﺎﺕ ﺍﻝﺴﻴﺎﺤﻴﺔ ﻓﻲ ﻫﺫﻩ ﺍﻝﺤﺎﻝﺔ ﻋﻠﻰ ﻋﻨﺎﺼـﺭ ﺍﻝﺠـﺫﺏ ﺍﻝﺴـﻴﺎﺤﻲ‬
‫ﻝﻠﻤﻨﺎﻁﻕ ﺍﻝﺴﻴﺎﺤﻴﺔ ﺍﻝﻤﻌﻠﻥ ﻋﻨﻬﺎ‪ ،‬ﻭﻫﻲ ﻏﺎﻝﺒﺎ ﻤﺎ ﺘﻜﻭﻥ ﻏﻴﺭ ﻤﺘـﻭﻓﺭﺓ ﻝﻠﺠﻤﻬـﻭﺭ‬
‫ﺍﻝﻤﺴﺘﻬﺩﻑ ﻓﻲ ﺍﻝﺒﻠﺩﺍﻥ ﺍﻝﺘﻲ ﻴﻌﻴﺸﻭﻥ ﻓﻴﻬﺎ‪ ،‬ﻓﻴﺘﻡ ﺍﻝﺘﺭﻜﻴـﺯ ﻤـﺜﻼ ﻋﻠـﻰ ﺠﻤـﺎل‬
‫ﺍﻝﺼﺤﺭﺍﺀ‪ ،‬ﻭﺩﻑﺀ ﺍﻝﺸﻤﺱ‪ ،‬ﻭﺭﻭﻋﺔ ﺍﻝﺸﻭﺍﻁﺊ‪ ،‬ﻭﻗﻴﻡ ﺍﻝﻜﺭﻡ ﻭﺍﻝﻀﻴﺎﻓﺔ‪ ،‬ﻋﻨـﺩﻤﺎ‬
‫ﻴﻜﻭﻥ ﺍﻝﺠﻤﻬﻭﺭ ﺍﻝﻤﺴﺘﻬﺩﻑ ﻫﻭ ﺍﻝﺴﺎﺌﺢ ﺍﻻﻭﺭﻭﺒﻲ‪ ،‬ﻭﺍﻝﻤﻨﺎﻁﻕ ﺍﻝﺴﻴﺎﺤﻴﺔ ﺍﻝﻤﻌﻠـﻥ‬
‫ﻋﻨﻬﺎ ﺘﻘﻊ ﻀﻤﻥ ﺃﺤﺩ ﺍﻝﺒﻠﺩﺍﻥ ﺍﻝﻌﺭﺒﻴﺔ‪ ،‬ﺃﻤﺎ ﺇﺫﺍ ﻜﺎﻥ ﺍﻝﻤﺴـﺘﻬﺩﻑ ﻫـﻭ ﺍﻝﺴـﺎﺌﺢ‬
‫ﺍﻝﻌﺭﺒﻲ‪ ،‬ﻭﺍﻝﻤﻨﺎﻁﻕ ﺍﻝﺘﻲ ﻴﺩﻭﺭ ﺤﻭﻝﻬﺎ ﺍﻹﻋﻼﻥ ﻓﻲ ﺍﻭﺭﻭﺒﺎ ﻓﻴﺘﻡ ﺍﻝﺘﺭﻜﻴﺯ ﻋﻨﺩﺌـﺫﺍ‬
‫ﻋﻠﻰ ﻤﻨﺎﻅﺭ ﺍﻝﺜﻠﻭﺝ ﻭﺍﻝﻁﺒﻴﻌﺔ ﺍﻝﺨﻼﺒﺔ ﺍﻝﺨﻀﺭﺍﺀ ﻁـﻭﺍل ﺍﻝﻌـﺎﻡ‪ ،‬ﻭﺍﻝﻤﺘـﺎﺤﻑ‪،‬‬
‫‪Copyright © 2017.‬‬
‫‪copyright law.‬‬

‫‪-٨٥-‬‬

‫‪EBSCO Publishing : eBook Arabic Collection Trial - printed on 4/4/2020 5:45 PM via MINISTÈRE DE L''EDUCATION‬‬
‫‪NATIONALE, DE LA FORMATION PROFESSIONNELLE‬‬
‫; ‪AN: 1945112‬‬ ‫;‪.‬‬
‫‪Account: ns063387‬‬
‫‪. All rights reserved. May not be reproduced in any form without permission from the publisher, except fair uses permitted under U.S. or applicable‬‬

‫ﻭﺍﻝﻤﻨﺘﺠﻌﺎﺕ ﺍﻝﺴﻴﺎﺤﻴﺔ ﺍﻝﺭﺍﻗﻴﺔ‪ ،‬ﻭﻤﺎ ﺇﻝﻰ ﺫﻝﻙ ﻤﻥ ﻤﻘﻭﻤﺎﺕ ﺴﻴﺎﺤﻴﺔ ﺘﻤﺘـﺎﺯ ﺒﻬـﺎ‬
‫ﺍﻝﻘﺎﺭﺓ ﺍﻻﻭﺭﻭﺒﻴﺔ‪.‬‬
‫ﻭﻻ ﺘﺘﻭﻗﻑ ﺍﻹﻋﻼﻨﺎﺕ ﺍﻝﺴﻴﺎﺤﻴﺔ ﻋﻨﺩ ﻤﻨﺎﻁﻕ ﺍﻝﺠﺫﺏ ﺍﻝﺴﻴﺎﺤﻲ ﻤﺘﻤﺜﻠﺔ ﻓﻲ‬
‫ﺍﻝﺼﺤﺎﺭﻱ ﻭﺍﻝﺒﺤﺎﺭ ﻭﺍﻝﺠﺒﺎل ﻭﺍﻝﻤﻨﺘﺠﻌﺎﺕ ﻭﺍﻝﻘﺭﻯ ﺍﻝﺴﻴﺎﺤﻴﺔ ﻭﺍﻝﻐﺎﺒﺎﺕ‪ ،‬ﻭﻤﺎ ﺇﻝﻰ‬
‫ﺫﻝﻙ‪ ،‬ﺒل ﺘﻤﺘﺩ ﻜﺫﻝﻙ ﺇﻝﻰ ﺴﻴﺎﺤﺔ ﺍﻝﻤﻬﺭﺠﺎﻨﺎﺕ‪ ،‬ﻭﺴـﻴﺎﺤﺔ ﺍﻝﺘﺴـﻭﻕ‪ ،‬ﻭﺍﻝﺴـﻴﺎﺤﺔ‬
‫ﺍﻝﺜﻘﺎﻓﻴﺔ ﻤﺘﻤﺜﻠﺔ ﻓﻲ ﻤﻌﺎﺭﺽ ﺍﻝﻜﺘﺏ ﺍﻝﻀﺨﻤﺔ‪ ،‬ﺒﺎﻻﻀﺎﻓﺔ ﺇﻝﻰ ﺍﻝﺴﻴﺎﺤﺔ ﺍﻝﻌﻼﺠﻴـﺔ‬
‫ﺍﻝﺘﻲ ﺘﺸﻤل ﺤﻤﺎﻤﺎﺕ ﺍﻝﻤﻴﺎﻩ ﺍﻝﻁﺒﻴﻌﻴﺔ ﺍﻝﺴﺎﺨﻨﺔ‪ ،‬ﻭﺍﻝﺤﻤﺎﻤﺎﺕ ﺍﻝﺭﻤﻠﻴـﺔ‪ ،‬ﻭﻋﻴـﻭﻥ‬
‫ﺍﻝﻤﻴﺎﻩ ﺍﻝﺘﻲ ﺘﻤﺘﺎﺯ ﺒﻤﻭﺍﺼﻔﺎﺕ ﺨﺎﺼﺔ‪.‬‬
‫ﻭﻝﻘﺩ ﺒﺩﺃﺕ ﺨﻼل ﺍﻝﺴﻨﻭﺍﺕ ﺍﻻﺨﻴﺭﺓ ﺍﻝﻜﺜﻴﺭ ﻤﻥ ﺍﻝـﺩﻭل ﺘـﺩﺭﻙ ﺃﻫﻤﻴـﺔ‬
‫ﺍﻝﺴﻴﺎﺤﺔ ﺒﻌﺩ ﺃﻥ ﺼﺎﺭﺕ ﻤﺼﺩﺭﺍ ﻤﻬﻡ ﻝﻠﺩﺨل ﺘﻀﺎﻫﻲ ﻏﻴﺭﻫﺎ ﻤـﻥ ﺍﻝﻤﺼـﺎﺩﺭ‬
‫ﺍﻷﺨﺭﻯ‪ ،‬ﻭﻫﻭ ﻤﺎ ﺴﻴﺠﻌل ﻤﻥ ﺍﻹﻋﻼﻨﺎﺕ ﻓﻲ ﺍﻝﻤﺴﺘﻘﺒل ﺃﺩﺍﺓ ﺃﺴﺎﺴﻴﺔ ﻤﻥ ﺃﺩﻭﺍﺕ‬
‫ﺍﻝﺘﺭﻭﻴﺞ ﺍﻝﺴﻴﺎﺤﻲ ﻻ ﻴﻤﻜﻥ ﺍﻻﺴﺘﻐﻨﺎﺀ ﻋﻨﻬﺎ‪ ،‬ﻤﻤﺎ ﺴﻴﻌﺯﺯ ﻤﻥ ﻤﻜﺎﻨﺔ ﺍﻹﻋـﻼﻥ‪،‬‬
‫ﻭﻴﻌﻠﻲ ﺒﺎﻝﺘﺎﻝﻲ ﻤﻥ ﺃﻫﻤﻴﺘﻪ‪.‬‬
‫ﻭﺒﺎﻻﻀﺎﻓﺔ ﺇﻝﻰ ﻜل ﻤﺎ ﺘﻘﺩﻡ ﻤﻥ ﺃﻨﻭﺍﻉ ﺍﻋﻼﻨﺎﺕ ﺍﻝﺨﺩﻤﺎﺕ ﺍﻝﻤﻌﻠﻥ ﻋﻨﻬـﺎ‬
‫ﻫﻨﺎﻙ ﺍﻴﻀﺎ ﻋﺩﺩ ﻤﻥ ﺍﻝﺨﺩﻤﺎﺕ ﺍﻷﺨﺭﻯ ﺍﻝﺘﻲ ﻴﻌﻠﻥ ﻋﻨﻬﺎ ﺒﻴﻥ ﺍﻝﺤﻴﻥ ﻭﺍﻷﺨﺭ ﻓﻲ‬
‫ﻭﺴﺎﺌل ﺍﻹﻋﻼﻥ ﺍﻝﻤﺨﺘﻠﻔﺔ‪ ،‬ﻭﻤﻥ ﺫﻝﻙ ﺇﻋﻼﻨﺎﺕ ﺨﺩﻤﺎﺕ ﺍﻻﺘﺼﺎﻻﺕ‪ ،‬ﻭﻴﻼﺤﻅ ﺃﻥ‬
‫ﻫﺫﻩ ﺍﻝﺨﺩﻤﺔ ﻗﺩ ﺯﺍﺩﺕ ﻨﺴﺒﺔ ﺍﻹﻋﻼﻥ ﺤﻭﻝﻬﺎ ﺒﻌﺩ ﺃﻨﺘﺸﺎﺭ ﺸﺒﻜﺔ ﺍﻝﻤﻌﻠﻭﻤﺎﺕ ﺍﻝﺩﻭﻝﻴﺔ‬
‫"ﺍﻻﻨﺘﺭﻨﺕ"‪ ،‬ﻋﻠﻰ ﻤﺩﻯ ﻭﺍﺴﻊ‪ ،‬ﻭﺘﻀﻡ ﺇﻋﻼﻨﺎﺕ ﺍﻻﺘﺼـﺎﻻﺕ ﺍﻴﻀـﺎ ﺇﻋﻼﻨـﺎﺕ‬
‫ﻤﻜﺎﺘﺏ ﺍﻝﺨﺩﻤﺎﺕ ﺍﻝﻬﺎﺘﻔﻴﺔ‪ ،‬ﻭﺍﻝﺨﺩﻤﺎﺕ ﺍﻝﺒﺭﻴﺩﻴﺔ ﺍﻷﺨـﺭﻯ ﻜﺄﺭﺴـﺎل ﺍﻝﻁـﺭﻭﺩ‪،‬‬
‫ﻭﺍﻝﺒﺭﻗﻴﺎﺕ‪ ،‬ﻭﺍﻝﺭﺴﺎﺌل‪ ،‬ﻭﺍﻝﻔﺎﻜﺴﺎﺕ‪ ،‬ﻭﻤﺎ ﺇﻝﻰ ﺫﻝﻙ ﻤﻥ ﺨﺩﻤﺎﺕ ﻤﺸﺎﺒﻬﺔ‪.‬‬
‫ﻜﻤﺎ ﺘﻭﺠﺩ ﺃﻴﻀﺎ ﺨﺩﻤﺎﺕ ﺍﻝﺼﻴﺎﻨﺔ ﺍﻝﻤﺘﻤﺜﻠﺔ ﻓﻲ ﺍﻝﻭﺭﺵ‪ ،‬ﻭﻤﺭﺍﻜﺯ ﺍﺼﻼﺡ‬
‫ﻭﺼﻴﺎﻨﺔ ﺍﻝﻤﺭﻜﺒﺎﺕ ﺍﻵﻝﻴﺔ‪ ،‬ﻭﺍﻝﻤﻌﺩﺍﺕ ﻋﻠـﻰ ﺃﺨـﺘﻼﻑ ﺃﻨﻭﺍﻋﻬـﺎ‪ ،‬ﻜـﺎﻷﺠﻬﺯﺓ‬
‫ﺍﻝﻤﺴﻤﻭﻋﺔ ﻭﺍﻝﻤﺭﺌﻴﺔ‪ ،‬ﻭﺍﻝﻤﻜﻴﻔﺎﺕ‪ ،‬ﻭﺍﻝﺜﻼﺠﺎﺕ‪ ،‬ﻭﺍﻝﻐﺴﺎﻻﺕ‪ ،‬ﻭﻏﻴﺭﻫﺎ ﻤﻥ ﺍﻝﻤﻭﺍﺩ‬
‫‪Copyright © 2017.‬‬
‫‪copyright law.‬‬

‫‪-٨٦-‬‬

‫‪EBSCO Publishing : eBook Arabic Collection Trial - printed on 4/4/2020 5:45 PM via MINISTÈRE DE L''EDUCATION‬‬
‫‪NATIONALE, DE LA FORMATION PROFESSIONNELLE‬‬
‫; ‪AN: 1945112‬‬ ‫;‪.‬‬
‫‪Account: ns063387‬‬
‫‪. All rights reserved. May not be reproduced in any form without permission from the publisher, except fair uses permitted under U.S. or applicable‬‬

‫ﺍﻝﻜﻬﺭﺒﺎﺌﻴﺔ‪ ،‬ﻜﺎﻝﻤﻭﻝﺩﺍﺕ ﻭﺍﻝﻤﻀﺨﺎﺕ‪ ..‬ﻭﻜل ﻤﺭﺍﻜﺯ ﺍﻝﺼـﻴﺎﻨﺔ ﻋﻠـﻰ ﺃﺨـﺘﻼﻑ‬

‫ﺃﻨﻭﺍﻋﻬﺎ‪ ،‬ﻭﻤﺠﺎﻻﺘﻬﺎ‪ ،‬ﻭﻁﺒﻴﻌﺔ ﺃﻨﺸﻁﺘﻬﺎ‪.‬‬
‫ﻭﻨﺸﻴﺭ ﻫﻨﺎ ﺍﻴﻀﺎﺇﻝﻰ ﺍﻝﺨﺩﻤﺎﺕ ﺍﻹﻋﻼﻨﻴﺔ‪ ،‬ﺍﻝﻤﺘﻤﺜﻠﺔ ﻓﻲ ﺇﻋﻼﻨﺎﺕ ﺸـﺭﻜﺎﺕ‬
‫ﻭﻭﻜﺎﻻﺕ ﺍﻹﻋﻼﻥ ﻭﺍﻝﺼﺤﻑ ﻭﻭﺴﺎﺌل ﺍﻹﻋﻼﻡ ﺍﻝﻤﺨﺘﻠﻔﺔ ﺍﻝﺘﻲ ﺘﻌﻠﻥ ﻋﻥ ﻨﻔﺴـﻬﺎ‬
‫ﻭﺃﻨﺸﻁﺘﻬﺎ ﻭﺍﻝﺤﺩﻤﺎﺕ ﺍﻹﻋﻼﻨﻴﺔ ﺍﻝﺘﻲ ﺘﻘﺩﻤﻬﺎ‪ ،‬ﻭﻜل ﻤﺎ ﻴﻤﻴﺯﻫﺎ ﻋـﻥ ﺍﻝﺸـﺭﻜﺎﺕ‬
‫ﺍﻹﻋﻼﻨﻴﺔ ﺍﻷﺨﺭﻯ ﺒﻤﺎ ﻴﺠﻌل ﺍﻝﻤﻌﻠﻨﻴﻥ ﻴﻔﻀﻠﻭﻨﻬﺎ ﻋﻥ ﻏﻴﺭﻫـﺎ ﻤـﻥ ﺸـﺭﻜﺎﺕ‬
‫ﺍﻹﻋﻼﻥ‪.‬‬
‫ﻭﻫﻨﺎﻙ ﺍﻴﻀﺎ ﺇﻋﻼﻨﺎﺕ ﺍﻝﺨﺩﻤﺎﺕ ﺍﻝﻬﻨﺩﺴﻴﺔ‪ ،‬ﻜﺈﻋﺩﺍﺩ ﺍﻝﺘﺼـﺎﻤﻴﻡ‪ ،‬ﻭﺭﺴـﻡ‬
‫ﺍﻝﺨﺭﺍﺌﻁ‪ ،‬ﻭﺍﻻﻨﺸﺎﺀﺕ ﺍﻝﻬﻨﺩﺴﻴﺔ‪ ،‬ﻭﻤﺎ ﺇﻝﻰ ﺫﻝﻙ‪ ،‬ﻭﺇﻋﻼﻨﺎﺕ ﺨﺩﻤﺎﺕ ﺍﻝﺘﺼـﻭﻴﺭ‪،‬‬
‫ﺒﻨﻭﻋﻴﻪ ﺍﻝﺜﺎﺒﺕ "ﺍﻝﻔﻭﺘﻭﻏﺭﺍﻓﻲ"‪ ،‬ﻭﺍﻝﻤﺘﺤﺭﻙ "ﺍﻝﻔﻴﺩﻴﻭ"‪.‬‬
‫ﻭﻻﺒﺩ ﻤﻥ ﺍﻻﺸﺎﺭﺓ ﻫﻨﺎ ﺇﻝﻰ ﺃﻨﻪ ﻓﻲ ﻅل ﺍﻝﺘﻁﻭﺭ ﺍﻝﻤﺴﺘﻤﺭ ﺍﻝـﺫﻱ ﻴﺸـﻬﺩﻩ‬
‫ﺍﻝﻌﺎﻝﻡ‪ ،‬ﻓﺈﻥ ﺍﻝﺨﺩﻤﺎﺕ ﺘﺸﻬﺩ ﻫﻲ ﺍﻷﺨﺭﻯ ﺘﺯﺍﻴﺩﺍ ﻭﺘﻁﻭﺭﺍ ﺴﻭﺍﺀ ﻋﻠـﻰ ﺼـﻌﻴﺩ‬
‫ﻤﺴﺘﻭﻯ ﺘﻠﻙ ﺍﻝﺨﺩﻤﺎﺕ‪ ،‬ﺃﻭ ﻓﻴﻤﺎ ﻴﺘﻌﻠﻕ ﺒﺈﻀﺎﻓﺔ ﺨﺩﻤﺎﺕ ﺠﺩﻴﺩﺓ ﻝﻡ ﺘﻜﻥ ﻤﻌﺭﻭﻓـﺔ‬
‫ﻓﻲ ﺍﻝﺴﺎﺒﻕ‪ ،‬ﻜﻤﺎ ﺃﻨﻪ ﻜﻠﻤﺎ ﺘﻌﻘﺩﺕ ﺍﻝﺤﻴﺎﺓ‪ ،‬ﻭﺃﻨﺘﻘﻠﺕ ﺍﻝﻨﺎﺱ ﻝﻠﻤﻌﻴﺸﺔ ﻓـﻲ ﺍﻝﻤـﺩﻥ‬
‫ﺍﻝﻜﺒﺭﻯ ﻜﻠﻤﺎ ﺍﻁﻠﺕ ﻋﻠﻴﻨﺎ ﺨﺩﻤﺎﺕ ﺠﺩﻴﺩﺓ ﻝﻡ ﻨﻜﻥ ﻋﻠﻰ ﻋﻠﻡ ﺒﻬﺎ ﻓﻲ ﺍﻝﺴﺎﺒﻕ‪.‬‬

‫ﺜﺎﻨﻴﺎ‪ :‬ﺇﻋﻼﻨﺎﺕ ﺍﻝﻌﻼﻗﺎﺕ ﺍﻝﻌﺎﻤﺔ ‪:‬‬

‫ﻴﻤﻜﻨﻨﺎ ﺍﻝﻘﻭل ﺃﻥ ﺇﻋﻼﻨﺎﺕ ﺍﻝﻌﻼﻗﺎﺕ ﺍﻝﻌﺎﻤﺔ ﻻ ﺘﻬﺩﻑ ﺇﻝﻰ ﺘﺤﻘﻴﻕ ﻤﻜﺎﺴـﺏ‬
‫ﻤﺎﺩﻴﺔ ﺁﻨﻴﺔ‪ ،‬ﻜﻤﺎ ﻫﻭ ﺍﻝﺤﺎل ﻓﻲ ﺍﻹﻋﻼﻨﺎﺕ ﺍﻝﺘﺠﺎﺭﻴﺔ‪ ،‬ﺒﺸﻘﻴﻬﺎ ﺍﻝﺴﻠﻌﻲ ﻭﺍﻝﺨـﺩﻤﻲ‪،‬‬
‫ﻭﻻ ﻴﻌﻨﻲ ﺫﻝﻙ ﺃﻥ ﻜل ﺃﻨﻭﺍﻉ ﺇﻋﻼﻨﺎﺕ ﺍﻝﻌﻼﻗﺎﺕ ﺍﻝﻌﺎﻤﺔ ﺍﻝﺘﻲ ﺴﻨﺄﺘﻲ ﻋﻠﻰ ﺫﻜﺭﻫﺎ‬
‫ﺘﺴﺘﺒﻌﺩ ﻤﺒﺩﺃ ﺍﻝﺭﺒﺢ ﻤﻥ ﺤﺴﺎﺒﺎﺘﻬﺎ‪ ،‬ﻓﻬﻲ ﻭﺃﻥ ﻝﻡ ﺘﻜﻥ ﺘﺴﻌﻰ ﺇﻝﻰ ﺒﻴﻊ ﺴـﻠﻌﺔ‪ ،‬ﺃﻭ‬
‫ﺘﺴﻭﻴﻕ ﺨﺩﻤﺔ‪ ،‬ﻤﻘﺎﺒل ﻤﺒﻠﻎ ﻤﻥ ﺍﻝﻤﺎل‪ ،‬ﺇﻻ ﺃﻨﻬﺎ ﻴﻤﻜﻥ ﺃﻥ ﺘﺤﻘﻕ ﻜل ﺫﻝـﻙ ﻋﻠـﻰ‬
‫‪Copyright © 2017.‬‬
‫‪copyright law.‬‬

‫‪-٨٧-‬‬

‫‪EBSCO Publishing : eBook Arabic Collection Trial - printed on 4/4/2020 5:45 PM via MINISTÈRE DE L''EDUCATION‬‬
‫‪NATIONALE, DE LA FORMATION PROFESSIONNELLE‬‬
‫; ‪AN: 1945112‬‬ ‫;‪.‬‬
‫‪Account: ns063387‬‬
‫‪. All rights reserved. May not be reproduced in any form without permission from the publisher, except fair uses permitted under U.S. or applicable‬‬

‫ﺍﻝﻤﺩﻯ ﺍﻝﺒﻌﻴﺩ ﻤﻥ ﺨﻼل ﺘﺴﻭﻴﻕ ﺫﺍﺘﻬﺎ ﻭﺃﺴﻤﻬﺎ‪ ،‬ﻭﺨﻠﻕ ﺼﻭﺭﺓ ﺫﻫﻨﻴﺔ ﻝﻬـﺎ ﻝـﺩﻯ‬
‫ﺍﻝﺠﻤﻬﻭﺭ ﺍﻝﻤﺘﻠﻘﻲ‪ ،‬ﻓﺎﻝﺴﻤﻌﺔ ﺍﻝﺤﺴﻨﺔ ﺍﻝﺘﻲ ﻴﻤﻜﻥ ﺃﻥ ﺘﺨﻠﻘﻬﺎ ﺇﻋﻼﻨـﺎﺕ ﺍﻝﻌﻼﻗـﺎﺕ‬
‫ﺍﻝﻌﺎﻤﺔﻓﻲ ﺃﺫﻫﺎﻥ ﺍﻷﻓﺭﺍﺩ ﺒﺴﺒﺏ ﺘﻜﺭﺍﺭ ﻋﻤﻠﻴﺔ ﻨﺸﺭ ﺘﻠﻙ ﺍﻹﻋﻼﻨـﺎﺕ ﻴﻤﻜـﻥ ﺃﻥ‬
‫ﺘﺴﺎﻫﻡ ﻋﻠﻰ ﺍﻝﻤﺩﻯ ﺍﻝﺒﻌﻴﺩ ﻓﻲ ﺯﻴﺎﺩﺓ ﻗﺒﻭل ﻭﺃﺴﺘﺤﺴﺎﻥ ﺃﻨﺸﻁﺔ ﺍﻝﺠﻬـﺔ ﺍﻝﻤﻌﻠﻨـﺔ‪،‬‬
‫ﻭﺒﺎﻝﺘﺎﻝﻲ ﺍﻻﻗﺒﺎل ﻋﻠﻰ ﺃﻗﺘﻨﺎﺀ ﻤﻨﺘﺠﺎﺘﻬﺎ‪ ،‬ﻭﺍﻝﺘﻌﺎﻤل ﻤﻊ ﺨﺩﻤﺎﺘﻬﺎ‪.‬‬
‫ﻓﺈﻋﻼﻨﺎﺕ ﺍﻝﻌﻼﻗﺎﺕ ﺍﻝﻌﺎﻤﺔ ﻻ ﺘﺴﻭﻕ ﺴﻠﻌﺔ‪ ،‬ﺃﻭ ﺨﺩﻤـﺔ‪ ،‬ﻝﻜﻨﻬـﺎ ﺘﺴـﻭﻕ‬
‫ﺍﻝﻤﻨﺸﺄﺓ ﺃﻭ ﺍﻝﻤﺅﺴﺴﺔ‪ ،‬ﺃﻭ ﺍﻝﺸﺭﻜﺔ ﺍﻝﺘﻲ ﺘﻨﺘﺞ ﺃﻭ ﺘﻘﺩﻡ ﺃﻭ ﺘﻁﺭﺡ ﺘﻠﻙ ﺍﻝﺨﺩﻤـﺔ ﺃﻭ‬
‫ﺍﻝﺴﻠﻌﺔ ﻓﻲ ﺍﻝﺴﻭﻕ ﻤﻥ ﺨﻼل ﻤﺴﺎﻫﻤﺘﻬﺎ ﺃﻭ ﻤﺸﺎﺭﻜﺘﻬﺎ ﻓﻲ ﺍﻝﻤﻨﺎﺸـﻁ ﺍﻝﻤﺨﺘﻠﻔـﺔ‬
‫ﻝﻠﻤﺠﺘﻤﻊ ﺍﻝﻲ ﺘﻌﻤل ﻓﻴﻪ‪ ،‬ﻭﻫﻲ ﻓﻲ ﻜل ﺍﻻﺤﻭﺍل ﺘﺴﻌﻰ ﺇﻝﻰ ﺘﺴﻭﻴﻕ ﻨﻔﺴﻬﺎ ﺒﻐﺽ‬
‫ﺍﻝﻨﻅﺭ ﻋﻥ ﻜﻭﻨﻬﺎ ﺘﻘﺩﻡ ﺨﺩﻤﺔ ﺃﻭ ﺴﻠﻌﺔ ﻝﻠﻤﺴﺘﻬﻠﻙ‪ ،‬ﻓﺈﻋﻼﻨﺎﺕ ﺍﻝﻌﻼﻗﺎﺕ ﺍﻝﻌﺎﻤﺔ ﻜﻤﺎ‬
‫ﻴﺒﺩﻭ ﻤﻥ ﺃﺴﻤﻬﺎ ﺘﺴﻌﻰ ﺇﺍﻯ ﺨﻠﻕ ﻭﺘﻭﻁﻴﺩ ﺍﻝﻌﻼﻗﺎﺕ ﻤﻊ ﺠﻤﻬﻭﺭﻫﺎ ﺍﻝﺫﻱ ﺘﺘﻌﺎﻤـل‬
‫ﻤﻌﻪ ﻤﻥ ﺨﻼل ﺍﻝﻤﺸﺎﺭﻜﺔ ﻓﻲ ﺘﻘﺩﻴﻡ ﺨﺩﻤﺎﺕ ﻝﻪ ﺘﻜﻭﻥ ﻓﻲ ﺍﻝﻐﺎﻝـﺏ ﺫﺍﺕ ﻁـﺎﺒﻊ‬
‫ﺇﻨﺴﺎﻨﻲ ﻭﺍﺠﺘﻤﺎﻋﻲ ﻝﺨﻠﻕ ﺤﺎﻝﺔ ﻤﻥ ﺍﻝﺘﻔﺎﻫﻡ ﻭﺍﻻﻨﺴﺠﺎﻡ ﻭﺍﻝﻘﺒﻭل‪ ،‬ﻭﻫﻭ ﻤﺎ ﻴﻜﺸﻑ‬
‫ﻋﻨﻪ ﺒﻭﻀﻭﺡ ﺃﺤﺩ ﺘﻌﺭﻴﻔﺎﺕ ﺍﻝﻌﻼﻗﺎﺕ ﺍﻝﻌﺎﻤﺔ ﺍﻝﺫﻱ ﻴﺭﻯ " ﺃﻨﻬﺎ ﻭﻅﻴﻔـﺔ ﺍﻻﺩﺍﺭﺓ‬
‫ﺍﻝﺘﻲ ﺘﻘﻭﻡ ﺒﺘﻘﻴﻴﻡ ﺍﺘﺠﺎﻫﺎﺕ ﺍﻝﺠﻤﻬﻭﺭ ﻭﺭﺒﻁ ﺴﻴﺎﺴﺎﺕ ﻭﺃﻋﻤﺎل ﻓﺭﺩﺍ ﺃﻭ ﻤﺅﺴﺴـﺔ‬
‫)‪.(٣‬‬
‫ﺒﺎﻝﺼﺎﻝﺢ ﺍﻝﻌﺎﻡ‪ ،‬ﻭﺘﻨﻔﻴﺫ ﺒﺭﻨﺎﻤﺠﺎ ﻝﻜﺴﺏ ﺍﻝﺠﻤﻬﻭﺭ ﻭﺘﻔﺎﻫﻤﻪ"‬
‫ﻭﻴﻤﻜﻥ ﺘﻘﺴﻴﻡ ﺇﻋﻼﻨﺎﺕ ﺍﻝﻌﻼﻗﺎﺕ ﺍﻝﻌﺎﻤﺔ ﺇﻝﻰ ﺃﺭﺒﻌﺔ ﺃﻨﻭﺍﻉ‪ ،‬ﻭﺫﻝﻙ ﻜﺎﻝﺘﺎﻝﻲ‪:‬‬
‫‪ ١‬ـ ﺇﻋﻼﻨﺎﺕ ﺃﻭﺠﻪ ﺍﻝﻨﺸﺎﻁ‪.‬‬
‫‪ ٢‬ـ ﺇﻋﻼﻨﺎﺕ ﺍﻝﻤﻨﺎﺴﺒﺎﺕ‪.‬‬
‫‪ ٣‬ـ ﺇﻋﻼﻨﺎﺕ ﺍﻝﺨﺩﻤﺔ ﺍﻝﻌﺎﻤﺔ‪.‬‬
‫‪ ٤‬ـ ﺇﻋﻼﻨﺎﺕ ﺍﻻﺤﺎﻁﺔ‪.‬‬
‫ﻭﻨﻔﺼل ﻝﻜل ﻤﻨﻬﺎ ﻜﺎﻝﺘﺎﻝﻲ‪:‬‬
‫‪Copyright © 2017.‬‬
‫‪copyright law.‬‬

‫‪-٨٨-‬‬

‫‪EBSCO Publishing : eBook Arabic Collection Trial - printed on 4/4/2020 5:45 PM via MINISTÈRE DE L''EDUCATION‬‬
‫‪NATIONALE, DE LA FORMATION PROFESSIONNELLE‬‬
‫; ‪AN: 1945112‬‬ ‫;‪.‬‬
‫‪Account: ns063387‬‬
‫‪. All rights reserved. May not be reproduced in any form without permission from the publisher, except fair uses permitted under U.S. or applicable‬‬

‫‪ ١‬ـ ﺇﻋﻼﻨﺎﺕ ﺃﻭﺠﻪ ﺍﻝﻨﺸﺎﻁ‪:‬‬

‫ﻭﻨﻘﺼﺩ ﺒﻬﺎ ﺘﻠﻙ ﺍﻹﻋﻼﻨﺎﺕ ﺍﻝﺘﻲ ﺘﻘـﻭﻡ ﺒﻬـﺎ ﺍﻝﻤﻨﺸـﺄﺕ ﺃﻭ ﺍﻝﻤﺅﺴﺴـﺎﺕ‬
‫ﺍﻝﻤﺨﺘﻠﻔﺔ ﻝﺘﻅﻬﺭ ﻤﻥ ﺨﻼﻝﻬﺎ ﺴﻴﺎﺴﺘﻬﺎ ﺍﻻﻗﺘﺼﺎﺩﻴﺔ‪ ،‬ﻭﻁﺒﻴﻌﺔ ﺍﻻﻨﺸﻁﺔ ﺍﻝﺘﻲ ﺘﻘـﻭﻡ‬
‫ﺒﻬﺎ‪ ،‬ﻭﺨﻁﻁﻬﺎ ﺍﻝﻤﺴﺘﻘﺒﻠﻴﺔ‪ ،‬ﻭﺤﺠﻡ ﺍﻨﺘﺎﺠﻬﺎ ﻓﻲ ﺤﺎﻝﺔ ﻜﻭﻨﻬﺎ ﻤﺅﺴﺴﺔ ﺍﻨﺘﺎﺠﻴـﺔ‪ ،‬ﺃﻭ‬
‫ﻤﺴﺘﻭﻯ ﺨﺩﻤﺎﺘﻬﺎ ﺇﺫﺍ ﻜﺎﻨﺕ ﻗﻁﺎﻋﺎ ﺨﺩﻤﻴﺎ‪.‬‬
‫ﻭﺘﺴﻌﻰ ﻫﺫﻩ ﺍﻹﻋﻼﻨﺎﺕ ﺇﻝﻰ ﺨﻠﻕ ﺼﻭﺭﺓ ﺫﻫﻨﻴﺔ ﺇﻴﺠﺎﺒﻴﺔ ﻋﻥ ﺍﻝﻤﻨﺸـﺄﺓ ﺃﻭ‬
‫ﺍﻝﻤﺅﺴﺴﺔ ﺍﻝﻤﻌﻠﻨﺔ ﻓﻲ ﺃﺫﻫﺎﻥ ﺍﻝﻤﺘﻠﻘﻴﻥ‪ ،‬ﻭﻫﻲ ﺒﺎﻝﺘﺎﻝﻲ ﺘﻬﺩﻓﺈﻝﻰ ﺘﺴﻭﻴﻕ ﺘﻠﻙ ﺍﻝﻤﻨﺸﺄﺓ‬
‫ﺃﻭ ﺍﻝﻤﺅﺴﺴﺔ ﺒﻜﺎﻤﻬﺎ ﻤﻥ ﺨﻼل ﺃﺒﺭﺍﺯ ﻤﺎ ﺤﻘﻘﺘﻪ ﻤﻥ ﺘﻁﻭﺭ‪ ،‬ﻭﻤﺎ ﺃﺴﺘﺤﺩﺜﺘﻪ ﻤـﻥ‬
‫ﺃﻨﺠﺎﺯﺍﺕ‪ ،‬ﻭﻤﺎ ﺘﺤﺘﻭﻴﻪ ﻤﻥ ﺨﺒﺭﺍﺕ ﻭﻜﻭﺍﺩﺭ ﺒﺸﺭﻴﺔ ﻤﺅﻫﻠﺔ ﺫﺍﺕ ﻜﻔﺄﺓ ﻋﺎﻝﻴﺔ‪.‬‬
‫ﻭﺘﺭﺘﺒﻁ ﺇﻋﻼﻨﺎﺕ ﺃﻭﺠﻪ ﺍﻝﻨﺸﺎﻁ ﺃﺭﺘﺒﺎﻁـﺎ ﺸـﺭﻁﻴﺎ ﺒﻭﺠـﻭﺩ ﻤﺅﺴﺴـﺎﺕ‬
‫ﻭﺸﺭﻜﺎﺕ ﻭﻤﻨﺸﺄﺕ ﻀﺨﻤﺔ‪ ،‬ﻭﻨﺸﻁﺔ ﻭﻓﺎﻋﻠﺔ ﻓﻲ ﺍﻝﻤﺠﺘﻤﻊ‪ ،‬ﺒﻤﻌﻨﻰ ﺃﻨﻪ ﻜﻠﻤﺎ ﺃﺯﺩﺍﺩ‬
‫ﺤﺠﻡ ﻭﻨﺸﺎﻁ ﻭﻓﺎﻋﻠﻴﺔ ﺍﻝﻤﺅﺴﺴﺎﺕ ﻭﺍﻝﺸـﺭﻜﺎﺕ ﻭﺍﻝﻤﻨﺸـﺄﺕ ﺩﺍﺨـل ﺍﻝﻤﺠﺘﻤـﻊ‪،‬‬
‫ﻭﺃﺯﺩﺍﺩﺕ ﺤﺩﺓ ﺍﻝﻤﻨﺎﻓﺴﺔ ﺒﻴﻨﻬﺎ ﻋﻠﻰ ﺍﻝﺠﻤﻬﻭﺭ ﺍﻝﺫﻱ ﺘﺘﻌﺎﻤل ﻤﻌﻪ‪ ،‬ﺒﻬﺩﻑ ﻜﺴـﺏ‬
‫ﺘﺄﻴﻴﺩﻩ‪ ،‬ﻭﻭﻻﺌﻪ‪ ،‬ﻭﺒﺎﻝﺘﺎﻝﻲ ﻀﻤﺎﻥ ﻋﺩﻡ ﺘﺤﻭﻝﻪ ﻨﺤﻭ ﺍﻝﺘﻌﺎﻤل ﻤﻊ ﻤﺅﺴﺴﺎﺕ ﺃﺨﺭﻯ‬
‫ﻜﻠﻤﺎ ﺯﺍﺩ ﺤﺠﻡ ﺇﻋﻼﻨﺎﺕ ﺃﻭﺠﻪ ﺍﻝﻨﺸﺎﻁ ﻓﻲ ﻭﺴﺎﺌل ﺍﻹﻋﻼﻥ ﺍﻝﻤﺨﺘﻠﻔﺔ‪ ،‬ﻭﻫﻭ ﻤـﺎ‬
‫ﻴﺯﻴﺩ ﻤﻥ ﺤﺩﺓ ﻤﻨﺎﻓﺴﺘﻬﺎ ﻋﻠﻰ ﻨﺸﺭ ﺘﻠﻙ ﺍﻹﻋﻼﻨﺎﺕ ﺍﻝﺘﻲ ﺘﺴﻬﻡ ﻓﻲ ﺠﻌﻠﻬﺎ ﺃﻜﺜـﺭ‬
‫ﺤﻀﻭﺭﺍ ﻤﻥ ﻏﻴﺭﻫﺎ ﻓﻲ ﻨﻅﺭ ﺠﻤﻬﻭﺭﻫﺎ ﺍﻝﺤﺎﻝﻲ ﻭﺍﻝﻤﺭﺘﻘﺏ‪.‬‬
‫ﺃﻤﺎ ﻓﻲ ﺤﺎﻝﺔ ﺘﺭﺍﺠﻊ ﺤﺠﻡ ﺍﻝﻤﺅﺴﺴﺎﺕ ﺍﻻﻗﺘﺼﺎﺩﻴﺔ ﺍﻝﻀﺨﻤﺔ ﻓﻲ ﺍﻝﻤﺠﺘﻤـﻊ‬
‫ﻓﺈﻥ ﺫﻝﻙ ﻴﺴﻬﻡ ﻓﻲ ﻤﺤﺩﻭﺩﻴﺔ ﺇﻋﻼﻨﺎﺕ ﺃﻭﺠﻪ ﺍﻝﻨﺸﺎﻁ‪ ،‬ﻭﺒﺎﻝﺘـﺎﻝﻲ ﻓﺈﻨـﻪ ﻴﺼـﻴﺭ‬
‫ﺒﺎﻻﻤﻜﺎﻥ ﺭﺼﺩ ﻭﺘﻘﻭﻴﻡ ﻤﺩﻯ ﻗﻭﺓ ﻭﻓﺎﻋﻠﻴﺔ ﻭﺘﻨﺎﻓﺱ ﺍﻝﻤﺅﺴﺴﺎﺕ ﺍﻻﻗﺘﺼﺎﺩﻴﺔ ﻓـﻲ‬
‫ﺒﺎﻋﺘﺒﺎﺭﻫﺎ ﺃﺤﺩﻯ ﺍﻝﻤﺅﺸـﺭﺍﺕ‬ ‫ﺃﻱ ﻤﺠﺘﻤﻊ ﻭﻓﻘﺎ ﻝﻜﺜﺎﻓﺔ ﺇﻋﻼﻨﺎﺕ ﺃﻭﺠﻪ ﺍﻝﻨﺸﺎﻁ‪،‬‬
‫ﺍﻝﺘﻲ ﺘﻌﻜﺱ ﺘﻠﻙ ﺍﻝﻔﺎﻋﻠﻴﺔ‪ ،‬ﻫﺫﺍ ﻁﺒﻌﺎ ﺇﺫﺍ ﻤﺎ ﺘﻭﺍﻓﺭﺕ ﺍﻝﻅﺭﻭﻑ ﺍﻷﺨـﺭﻯ ﺍﻝﺘـﻲ‬
‫‪Copyright © 2017.‬‬
‫‪copyright law.‬‬

‫‪-٨٩-‬‬

‫‪EBSCO Publishing : eBook Arabic Collection Trial - printed on 4/4/2020 5:45 PM via MINISTÈRE DE L''EDUCATION‬‬
‫‪NATIONALE, DE LA FORMATION PROFESSIONNELLE‬‬
‫; ‪AN: 1945112‬‬ ‫;‪.‬‬
‫‪Account: ns063387‬‬
‫‪. All rights reserved. May not be reproduced in any form without permission from the publisher, except fair uses permitted under U.S. or applicable‬‬

‫ﺘﺅﺩﻱ ﺇﻝﻰ ﺍﻨﺘﻌﺎﺵ ﺍﻝﻨﺸﺎﻁ ﺍﻹﻋﻼﻨﻲ ﻋﻤﻭﻤﺎ‪ ،‬ﻭﺍﻝﺘﻲ ﻤﻥ ﺃﻫﻤﻬﺎ ﺘﻜـﺎﻓﺅ ﻓـﺭﺹ‬
‫ﺍﻝﻤﻨﺎﻓﺴﺔ‪.‬‬
‫‪ ٢‬ـ ﺇﻋﻼﻨﺎﺕ ﺍﻝﻤﻨﺎﺴﺒﺎﺕ ‪:‬‬
‫ﻜﻤﺎ ﻫﻭ ﻭﺍﻀﺢ ﻤﻥ ﺘﺴﻤﻴﺘﻬﺎ ﻓﺈﻥ ﻫﺫﻩ ﺍﻝﻨﻭﻋﻴﺔ ﻤﻥ ﺍﻹﻋﻼﻨـﺎﺕ ﺘـﺭﺘﺒﻁ‬
‫ﺒﻤﻭﺍﻗﻴﺕ ﻭﺃﺤﺩﺍﺙ ﻭﻤﻨﺎﺴﺒﺎﺕ ﻤﻌﻴﻨﺔ‪ ،‬ﻭﻫﻲ ﺇﻋﻼﻨﺎﺕ ﺘﻘﻭﻡ ﻤﻥ ﺨﻼﻝﻬﺎ ﺍﻝﻤﺅﺴﺴﺎﺕ‬
‫ﻭﺍﻝﻤﻨﺸﺄﺕ ﻭﺍﻝﺸﺭﻜﺎﺕ ﻭﻏﻴﺭﻫﺎ ﻤﻥ ﺍﻝﻘﻁﺎﻋﺎﺕ ﻭﺍﻝﺠﻬﺎﺕ ﺍﻝﻤﺨﺘﻠﻔﺔ ﺒﺘﻘﺩﻴﻡ ﺘﻬﺎﻨﻴﻬﺎ‬
‫ﻝﻠﺠﻤﻬﻭﺭ ﻭﻝﻠﻘﻴﺎﺩﺓ ﺍﻝﺴﻴﺎﺴﻴﺔ ﻓﻲ ﺍﻝﺒﻼﺩ ﻓﻲ ﺍﻝﻤﻨﺎﺴﺒﺎﺕ ﺍﻝﺩﻴﻨﻴﺔ ﻭﺍﻝﻭﻁﻨﻴﺔ ﻭﺍﻝﺴﻴﺎﺴﻴﺔ‬
‫ﻭﺍﻻﺠﺘﻤﺎﻋﻴﺔ ﺍﻝﻤﺨﺘﻠﻔﺔ‪ ،‬ﻭﺍﻻﺤﺩﺍﺙ ﺍﻝﻁﺎﺭﺌﺔ ‪ ،‬ﺒﻐﺭﺽ ﺃﻅﻬﺎﺭ ﻤﺸﺎﺭﻜﺘﻬﺎ ﻓﻲ ﺘﻠﻙ‬
‫ﺍﻝﻤﻨﺎﺴﺒﺎﺕ ﺍﻝﺘﻲ ﻴﻌﻴﺸﻬﺎ ﺍﻝﻤﺠﺘﻤﻊ‪.‬‬
‫ﻭﺘﺘﻔﺎﻭﺕ ﺘﻠﻙ ﺍﻝﻤﻨﺎﺴﺒﺎﺕ ﺒﻴﻥ ﺃﻋﻴﺎﺩ ﺍﻻﺴﺘﻘﻼل ﻭﺍﻝﺜﻭﺭﺍﺕ‪ ،‬ﻭﺘﻭﻝﻲ ﺍﻝﺤﻜﻡ‪،‬‬
‫ﻭﺃﻋﻴﺎﺩ ﺍﻝﺠﻼﺀ‪ ،‬ﻭﺃﺤﻴﺎﺀ ﺫﻜﺭﻴﺎﺕ ﺍﻝﻤﻌﺎﺭﻙ ﺍﻝﺘﺎﺭﻴﺨﻴﺔ ﻀﺩ ﺍﻝﻤﺴﺘﻌﻤﺭ‪ ،‬ﻭﻏﻴﺭﻫـﺎ‬
‫ﻤﻥ ﺍﻝﻤﻨﺎﺴﺒﺎﺕ ﺍﻝﻭﻁﻨﻴﺔ ﺍﻝﻤﺭﺘﺒﻁﺔ ﺒﺎﻻﺤﺩﺍﺙ ﺍﻝﻬﺎﻤﺔ ﻓﻲ ﺘﺎﺭﻴﺦ ﺍﻻﻤﺔ‪ ،‬ﺒﺎﻻﻀـﺎﻓﺔ‬
‫ﺃﻴﻀﺎ ﺇﻝﻰ ﺍﻝﻤﻨﺎﺴﺒﺎﺕ ﺍﻝﺩﻴﻨﻴﺔ ﻜﻌﻴﺩ ﺍﻝﻔﻁﺭ‪ ،‬ﻭﻋﻴـﺩ ﺍﻻﻀـﺤﻰ‪ ،‬ﻭﺤﻠـﻭل ﺸـﻬﺭ‬
‫ﺭﻤﻀﺎﻥ ﺍﻝﻤﺒﺎﺭﻙ‪ ،‬ﻭﺫﻜﺭﻯ ﺍﻝﻤﻭﻝﺩ ﺍﻝﻨﺒﻭﻱ ﺍﻝﺸﺭﻴﻑ‪ ..‬ﻭﻤﺎ ﺇﻝﻰ ﺫﻝﻙ ﻤﻥ ﻤﻨﺎﺴﺒﺎﺕ‬
‫ﺩﻴﻨﻴﺔ‪.‬‬
‫ﻜﻤﺎ ﺘﺸﻤل ﺇﻋﻼﻨﺎﺕ ﺍﻝﻤﻨﺎﺴﺒﺎﺕ ﺍﻴﻀﺎ ﺘﻠﻙ ﺍﻹﻋﻼﻨـﺎﺕ ﺍﻝﻌﺎﺭﻀـﺔ ﺍﻝﺘـﻲ‬
‫ﺘﺭﺘﺒﻁ ﺒﺯﻴﺎﺭﺓ ﺭﺌﻴﺱ ﺩﻭﻝﺔ‪ ،‬ﺍﻭ ﻗﺎﺌﺩ ﻜﺒﻴﺭ ﻝﻠﺒﻼﺩ‪ ،‬ﺃﻭ ﻋﻭﺩﺓ ﺯﻋﻴﻡ ﺍﻝـﺒﻼﺩ ﺒﻌـﺩ‬
‫ﺯﻴﺎﺭﺓ ﺨﺎﺭﺠﻴﺔ‪ ،‬ﺃﻭ ﺨﺭﻭﺝ ﺃﺤﺩ ﻗﺎﺩﺓ ﺍﻝﺒﻼﺩ ﻤﻥ ﺍﻝﻤﺴﺘﺸﻔﻰ‪ ،‬ﻭﻫﺫﻩ ﺍﻷﺨﻴﺭﺓ ﺘﺨﺘﻠﻑ‬
‫ﻋﻥ ﺇﻋﻼﻨﺎﺕ ﺍﻝﺘﻬﺎﻨﻲ ﺍﻝﺘﻲ ﺘﻨﻀﻭﻱ ﺘﺤﺕ ﺍﻹﻋﻼﻨﺎﺕ ﺍﻻﺠﺘﻤﺎﻋﻴﺔ ﺍﻝﺘﻲ ﺴﻨﺘﻨﺎﻭﻝﻬﺎ‬
‫ﻓﻲ ﻤﻭﻀﻊ ﻻﺤﻕ‪ ،‬ﻭﺍﻝﺘﻲ ﻫﻲ ﺫﺍﺕ ﻁﺎﺒﻊ ﺍﺠﺘﻤـﺎﻋﻲ ﻴﻌﻜـﺱ ﺤﺎﻝـﺔ ﺍﻝﺘـﺭﺍﺒﻁ‬
‫ﺍﻻﺠﺘﻤﺎﻋﻲ ﺒﻴﻥ ﺍﻻﻓﺭﺍﺩ‪ ،‬ﻭﻫﻲ ﺘﻘﺩﻡ ﻝﻼﻗﺎﺭﺏ ﻭﺍﻻﺼﺩﻗﺎﺀ ﻭﺍﻝﺯﻤﻼﺀ ﻭﺍﻻﺤﺒﺔ‪ ،‬ﺃﻤﺎ‬
‫‪Copyright © 2017.‬‬
‫‪copyright law.‬‬

‫‪-٩٠-‬‬

‫‪EBSCO Publishing : eBook Arabic Collection Trial - printed on 4/4/2020 5:45 PM via MINISTÈRE DE L''EDUCATION‬‬
‫‪NATIONALE, DE LA FORMATION PROFESSIONNELLE‬‬
‫; ‪AN: 1945112‬‬ ‫;‪.‬‬
‫‪Account: ns063387‬‬
‫‪. All rights reserved. May not be reproduced in any form without permission from the publisher, except fair uses permitted under U.S. or applicable‬‬

‫ﺍﻷﻭﻝﻰ ﻓﻬﻲ ﺘﻘﺩﻡ ﻝﻠﺤﻜﺎﻡ‪ ،‬ﻭﺘﻌﻜﺱ ﻏﺎﻝﺒﺎ ﺤﺎﻝﺔ ﺍﻝﻭﻻﺀ ﻝﻬـﻡ‪ ،‬ﻭﺍﻝﺘﺄﻴﻴـﺩ ﻝـﻨﻬﺠﻬﻡ‬
‫ﻭﺴﻴﺎﺴﺎﺘﻬﻡ‪.‬‬
‫ﻭﻻ ﺘﻬﺩﻑ ﺍﻋﻼﻨﺎﺕ ﺍﻝﻤﻨﺎﺴﺒﺎﺕ ﻓﻘﻁ ﺇﻝﻰ ﺍﻝﻤﺸﺎﺭﻜﺔ ﻓﻲ ﺃﺤﻴﺎﺀ ﺍﻝﻤﻨﺎﺴﺒﺎﺕ‪،‬‬
‫ﺒل ﻜﺜﻴﺭﺍ ﻤﺎ ﺘﻜﻭﻥ ﻓﺭﺼﺔ ﺘﻌﻠﻥ ﻤﻥ ﺨﻼﻝﻬﺎ ﺍﻝﻤﺅﺴﺴﺎﺕ ﻋـﻥ ﻨﻔﺴـﻬﺎ‪ ،‬ﻭﺃﻨﻬـﺎ‬
‫ﻤﻭﺠﻭﺩﺓ ﻋﻠﻰ ﺍﻝﺴﺎﺤﺔ‪ ،‬ﻭﺃﻨﻬﺎ ﻋﻠﻰ ﺼﻠﺔ ﺒﺎﻝﻤﺠﺘﻤﻊ ﺍﻝﺫﻱ ﺘﻌﻤـل ﻓﻴـﻪ‪ ،‬ﻭﺘﻬـﺘﻡ‬
‫ﺒﻤﺸﺎﺭﻜﺔ ﺃﻓﺭﺍﺩﻩ ﻓﻲ ﺃﺤﻴﺎﺀ ﺍﻝﻤﻨﺎﺴﺒﺎﺕ ﺍﻝﻤﺨﺘﻠﻔﺔ‪ ،‬ﻭﻜل ﺫﻝﻙ ﻴﺼـﺏ ﻁﺒﻌـﺎ ﻓـﻲ‬
‫ﻤﺤﺎﻭﻝﺔ ﺍﻝﺴﻌﻲ ﺇﻝﻰ ﺘﺤﺴﻴﻥ ﻭﺘﻭﻁﻴﺩ ﺍﻝﻌﻼﻗﺔ ﻤﻊ ﻤﺤﻴﻁﻬﺎ‪.‬‬
‫ﻭﻴﻌﺩ ﺍﺭﺘﻔﺎﻉ ﻨﺴﺒﺔ ﺇﻋﻼﻨﺎﺕ ﺍﻝﻤﻨﺎﺴﺒﺎﺕ ﻤﺅﺸﺭﺍ ﺴﻠﺒﻴﺎ ﻨﻅﺭﺍ ﻝﻜﻭﻨﻪ ﻴﻌﻜﺱ‬
‫ﺤﺠﻡ ﺍﻻﻤﻭﺍل ﺍﻝﻤﻬﺩﻭﺭﺓ ﻓﻲ ﺇﻋﻼﻨﺎﺕ ﻻ ﻁﺎﺌل ﻤﻥ ﻭﺭﺍﺌﻬﺎ‪ ،‬ﻓﻬﻲ ﻻ ﺘﺘﻀﻤﻥ ﺴﻠﻌﺎ‬
‫ﻴﻤﻜﻥ ﺃﻥ ﻴﺅﺩﻱ ﺍﺴﺘﻬﻼﻜﻬﺎ ﺇﻝﻰ ﺘﻨﺸﻴﻁ ﺍﻝﺩﻭﺭﺓ ﺍﻻﻗﺘﺼﺎﺩﻴﺔ ﻓﻲ ﺍﻝﻤﺠﺘﻤﻊ‪ ،‬ﻭﻻ ﺘﻘﺩﻡ‬
‫ﺃﻴﺔ ﺨﺩﻤﺎﺕ‪ ،‬ﺃﻭ ﻤﻌﻠﻭﻤﺎﺕ‪ ،‬ﺃﻭ ﺍﺭﺸﺎﺩﺍﺕ ﻴﻤﻜﻥ ﺃﻥ ﺘﻌﻭﺩ ﺒﺎﻝﻨﻔﻊ ﻋﻠﻰ ﺍﻝﺠﻤﻬـﻭﺭ‬
‫ﺍﻝﻤﺘﻠﻘﻲ‪ ،‬ﻭﺒﺎﻻﻀﺎﻓﺔ ﺇﻝﻰ ﻜل ﺫﻝﻙ ﻓﻬﻲ ﺘﺸﻜل ﻋﺏﺀ ﺍﻗﺘﺼﺎﺩﻱ ﻋﻠـﻰ ﺍﻝﺠﻬـﺎﺕ‬
‫ﺍﻝﻤﻌﻠﻨﺔ‪ ..‬ﻭﻤﺴﺎﺤﺎﺕ ﺯﻤﻨﻴﺔ ﻭﻭﺭﻗﻴﺔ ﻤﻬﺩﻭﺭﺓ ﻓﻲ ﻭﺴﺎﺌل ﺍﻹﻋﻼﻡ ﺍﻝﻤﺨﺘﻠﻔـﺔ)‪،(٤‬‬
‫ﺨﺎﺼﺔ ﺇﺫﺍ ﻋﻠﻤﻨﺎ ﺤﺠﻡ ﺍﻝﻤﺴﺎﺤﺎﺕ ﺍﻝﻜﺒﻴﺭﺓ ﺍﻝﺘﻲ ﺘﺤﺘﻠﻬﺎ ﻋﺎﺩﺓ ﺇﻋﻼﻨﺎﺕ ﺍﻝﻤﻨﺎﺴﺒﺎﺕ‬
‫ﻓﻲ ﺍﻝﺼﺤﻑ‪ ،‬ﻓﻬﻲ ﺘﻨﺸﺭ ﻏﺎﻝﺒﺎ ﻋﻠﻰ ﻋﺩﺓ ﺃﻋﻤـﺩﺓ‪ ،‬ﻭﺘﻭﻀـﻊ ﻝﻬـﺎ ﺍﻝﻌﻨـﺎﻭﻴﻥ‬
‫ﺍﻝﻌﺭﻴﻀﺔ‪ ،‬ﻭﺘﺴﺘﺨﺩﻡ ﻓﻴﻬﺎ ﺍﻻﺒﻨﺎﻁ ﺍﻝﻜﺒﻴﺭﺓ‪ ،‬ﻭﺒﺎﻝﺘﺎﻝﻲ ﻓﺈﻨﻬﺎ ﺘﺴـﻬﻡ ﻓـﻲ ﺍﺤـﺘﻼل‬
‫ﻤﺴﺎﺤﺎﺕ ﻜﺒﻴﺭﺓ ﺘﻜﻭﻥ ﻋﻠﻰ ﺤﺴﺎﺏ ﺍﻝﻤﺎﺩﺓ ﺍﻝﺘﺤﺭﻴﺭﻴﺔ‪ ،‬ﺃﻱ ﻋﻠﻰ ﺤﺴـﺎﺏ ﺤـﻕ‬
‫ﺍﻝﻘﺭﺍﺀ‪ ،‬ﻝﻜﻭﻨﻬﺎ ﺘﻨﺘﻘﺹ ﻤﻥ ﺍﻝﻤﺴﺎﺤﺎﺕ ﺍﻝﺘﻲ ﻴﻨﺒﻐﻲ ﺃﻥ ﺘﻘﺩﻡ ﻝﻬﻡ ﻤﺎ ﻫـﻭ ﻤﻔﻴـﺩ‬
‫ﻭﻤﺠﺩﻱ‪.‬‬
‫‪ ٣‬ـ ﺇﻋﻼﻨﺎﺕ ﺍﻝﺨﺩﻤﺔ ﺍﻝﻌﺎﻤﺔ ‪:‬‬
‫ﻨﻘﺼﺩ ﺒﺈﻋﻼﻨﺎﺕ ﺍﻝﺨﺩﻤﺔ ﺍﻝﻌﺎﻤﺔ ﺘﻠﻙ ﺍﻹﻋﻼﻨﺎﺕ ﺍﻝﺘﻲ ﻴﻜـﻭﻥ ﻤﻀـﻤﻭﻨﻬﺎ‬
‫ﺍﻝﺤﺙ ﻋﻠﻰ ﻋﺎﺩﺍﺕ ﺼﺤﻴﺔ ﻭﺇﻴﺠﺎﺒﻴﺔ ﻝﻬﺎ ﺍﺭﺘﺒـﺎﻁ ﻤﺒﺎﺸـﺭ ﺒﻤﺼـﺎﻝﺢ ﺍﻷﻓـﺭﺍﺩ‬
‫‪Copyright © 2017.‬‬
‫‪copyright law.‬‬

‫‪-٩١-‬‬

‫‪EBSCO Publishing : eBook Arabic Collection Trial - printed on 4/4/2020 5:45 PM via MINISTÈRE DE L''EDUCATION‬‬
‫‪NATIONALE, DE LA FORMATION PROFESSIONNELLE‬‬
‫; ‪AN: 1945112‬‬ ‫;‪.‬‬
‫‪Account: ns063387‬‬
‫‪. All rights reserved. May not be reproduced in any form without permission from the publisher, except fair uses permitted under U.S. or applicable‬‬

‫ﻭﺍﻝﻤﺠﺘﻤﻊ‪ ،‬ﻜﺈﻋﻼﻨﺎﺕ ﺍﻝﺘﺒﺭﻉ ﺒﺎﻝﺩﻡ‪ ،‬ﻭﺍﻝﺘﻁﻌﻴﻡ‪ ،‬ﻭﻤﻜﺎﻓﺤﺔ ﺍﻝﺘﺩﺨﻴﻥ ﻭﺍﻝﻤﺨـﺩﺭﺍﺕ‬

‫ﻭﺍﻝﺘﻭﻋﻴﺔ ﺒﺎﻀﺭﺍﺭﻫﺎ‪ ،‬ﻭﺘﺭﺸﻴﺩ ﺍﻻﺴﺘﻬﻼﻙ‪ ،‬ﻭﺍﻝﻤﺴﺎﻫﻤﺔ ﻓﻲ ﺍﻻﻋﻤﺎل ﺍﻝﺨﻴﺭﻴـﺔ‪،‬‬
‫ﻭﺍﻝﻤﺸﺎﺭﻜﺔ ﻓﻲ ﺤﻤﻼﺕ ﺍﻝﻨﻅﺎﻓﺔ‪ ..‬ﻭﻤﺎ ﺇﻝﻰ ﺫﻝﻙ ﻤﻥ ﺇﻋﻼﻨﺎﺕ ﻴﻜﻭﻥ ﺍﻝﻬﺩﻑ ﻤﻨﻬﺎ‬
‫ﺤﺙ ﺍﻻﻓﺭﺍﺩ ﻋﻠﻰ ﻗﺒﻭل ﺍﻷﻓﻜﺎﺭ ﺍﻝﻤﺭﺘﺒﻁﺔ ﺒﺎﻝﺼﺎﻝﺢ ﺍﻝﻌﺎﻡ‪ ،‬ﻭﻨﺸﺭ ﺍﻝـﻭﻋﻲ ﻓـﻲ‬
‫ﺍﻝﻤﺠﺎﻻﺕ ﺍﻝﻤﺨﺘﻠﻔﺔ‪.‬‬
‫ﻭﻴﻼﺤﻅ ﻏﻠﺒﺔ ﺍﻝﻁﺎﺒﻊ ﺍﻻﻨﺴﺎﻨﻲ ﻋﻠﻰ ﻫﺫﻩ ﺍﻝﻨﻭﻋﻴﺔ ﻤﻥ ﺍﻹﻋﻼﻨﺎﺕ‪ ،‬ﻓﻬﻲ ﻻ‬
‫ﺘﻬﺩﻑ ﺇﻝﻰ ﺘﺤﻘﻴﻕ ﺃﻏﺭﺍﺽ ﺸﺨﺼﻴﺔ ﻝﻠﻤﻌﻠﻥ‪ ،‬ﺴﻭﺍﺀ ﻜﺎﻨﺕ ﺫﺍﺕ ﻁﺎﺒﻊ ﻤﺎﺩﻱ‪ ،‬ﺃﻭ‬
‫ﻏﻴﺭ ﻤﺎﺩﻱ‪ ،‬ﻭﺃﻨﻤﺎ ﺍﻝﻬﺩﻑ ﻤﻨﻬﺎ ﻫﻭ ﺍﻻﺭﺘﻘﺎﺀ ﺒﺎﻝﻤﺠﺘﻤﻊ ﻭﺍﻝﻌﻤل ﻋﻠﻰ ﺘﻁﻭﻴﺭﻩ ﻤﻥ‬
‫ﺨﻼل ﺩﻋﻭﺘﻪ ﺇﻝﻰ ﻨﺒﺫ ﺍﻝﺴﻠﻭﻜﻴﺎﺕ ﻭﺍﻝﻘﻴﻡ ﺍﻝﺘﻲ ﺘﺴﺎﻋﺩ ﻋﻠﻰ ﺘﺨﻠﻔﻪ‪ ،‬ﻭﺤﺜـﻪ ﻋﻠـﻰ‬
‫ﺍﻝﺘﻤﺴﻙ ﺒﺎﻝﻘﻴﻡ ﺍﻻﻴﺠﺎﺒﻴﺔ ﺍﻝﺘﻲ ﺘﺴﻬﻡ ﻓﻲ ﺍﻝﺩﻓﻊ ﺒﻪ ﺇﻝﻰ ﺍﻷﻤﺎﻡ‪.‬‬
‫ﻭﺘﻌﺩ ﻫﺫﻩ ﺍﻝﻨﻭﻋﻴﺔ ﻤﻥ ﺍﻹﻋﻼﻨﺎﺕ ﻋﻠﻰ ﻗﺩﺭ ﻜﺒﻴﺭ ﻤﻥ ﺍﻷﻫﻤﻴﺔ‪ ،‬ﺨﺎﺼﺔ ﻓﻲ‬
‫ﺒﻠﺩﺍﻥ ﺍﻝﻌﺎﻝﻡ ﺍﻝﺜﺎﻝﺙ ﺍﻷﻗل ﻨﻤﻭﺍ‪ ،‬ﻜﺎﻝﺒﻼﺩ ﺍﻝﻌﺭﺒﻴﺔ‪ ،‬ﺤﻴﺙ ﺘﻨﺘﺸﺭ ﺍﻝﻜﺜﻴﺭ ﻤﻥ ﺍﻝﻌﺎﺩﺍﺕ‬
‫ﻭﺍﻝﺜﻘﺎﻓﺎﺕ ﻭﺍﻷﻓﻜﺎﺭ ﺫﺍﺕ ﺍﻝﺘﺄﺜﻴﺭ ﺍﻝﺴﻠﺒﻲ ﻋﻠﻰ ﺤﺭﻜﺔ ﺍﻝﺘﻨﻤﻴﺔ ﻓﻲ ﺍﻝﻤﺠﺘﻤﻊ‪ ،‬ﻭﺍﻝﺘﻲ‬
‫ﻫﻲ ﻓﻲ ﺤﺎﺠﺔ ﺇﻝﻰ ﺘﻭﻅﻴﻑ ﻜل ﺍﻝﺠﻬﻭﺩ‪ ،‬ﻭﺘﻜﺜﻴﻑ ﻭﺍﺴـﺘﻐﻼل ﻜـل ﺍﻝﻁﺎﻗـﺎﺕ‬
‫ﺍﻝﻤﺘﺎﺤﺔ ﻤﻥ ﺃﺠل ﺍﻝﺨﺭﻭﺝ ﻤﻥ ﺤﺎﻝﺔ ﺍﻝﺘﺨﻠﻑ‪ ،‬ﻭﺘﺤﻘﻴﻕ ﺍﻝﺘﻨﻤﻴﺔ‪ ،‬ﻤﻥ ﺨﻼل ﻨﺸـﺭ‬
‫ﻭﺘﻌﻤﻴﻕ ﺍﻝﻭﻋﻲ ﺒﺎﻝﻘﻴﻡ ﺍﻝﺴﻠﻴﻤﺔ ﻭﺍﻻﺼﻴﻠﺔ‪ ،‬ﻭﺘﺜﻘﻴﻑ ﻭﺘﻭﻋﻴﺔ ﻭﺍﺭﺸﺎﺩ ﺍﻝﺠﻤﻬﻭﺭ ﻓﻲ‬
‫ﻤﺨﺘﻠﻑ ﻤﻨﺎﺤﻲ ﺍﻝﺤﻴﺎﺓ‪.‬‬
‫ﻭﺘﻌﻜﺱ ﻫﺫﻩ ﺍﻝﻨﻭﻋﻴﺔ ﻤﻥ ﺍﻹﻋﻼﻨﺎﺕ ﺤﺠﻡ ﺍﻷﻫﻤﻴﺔ ﻝﻠﻨﺸﺎﻁ ﺍﻹﻋﻼﻨـﻲ ﺇﺫﺍ‬
‫ﻤﺎ ﺃﺴﺘﻐل ﺒﻁﺭﻴﻘﺔ ﺘﺭﺍﻋﻰ ﻓﻴﻬل ﻤﺼﺎﻝﺢ ﺍﻝﻤﺠﺘﻤﻊ ﺍﻝﻌﻠﻴﺎ‪ ،‬ﺒﻤﺎ ﻴﺨـﺩﻡ ﻗﻀـﺎﻴﺎﻩ‪،‬‬
‫ﻭﺘﻁﻠﻌﻪ ﺇﻝﻰ ﺍﻝﺘﻁﻭﺭ ﻭﺍﻝﺭﻗﻲ‪.‬‬
‫ﻭﺇﺫﺍ ﻜﺎﻥ ﺍﻝﻜﺜﻴﺭﻭﻥ ﻴﻌﻴﺒﻭﻥ ﻋﻠﻰ ﺍﻹﻋﻼﻥ ﺒﺄﻨﻪ ﻭﺴﻴﻠﺔ ﻝﺘـﺩﻤﻴﺭ ﺍﺨـﻼﻕ‬
‫ﺍﻝﻤﺠﺘﻤﻊ ﻭﻗﻴﻤﻪ‪ ،‬ﻭﻨﺸﺭ ﺜﻘﺎﻓﺔ ﺍﻻﺴﺘﻬﻼﻙ ﺒﻴﻥ ﺃﻓﺭﺍﺩﻩ‪ ،‬ﻓﺈﻥ ﺇﻋﻼﻨﺎﺕ ﺍﻝﺨﺩﻤﺔ ﺍﻝﻌﺎﻤﺔ‬
‫ﺘﻅﻬﺭ ﺒﺩﺭﺠﺔ ﻜﺒﻴﺭﺓ ﻤﺤﺎﺴﻥ ﻭﺇﻴﺠﺎﺒﻴﺎﺕ ﺍﻹﻋﻼﻥ‪ ،‬ﻭﻤﺎ ﻴﻤﻜﻥ ﺃﻥ ﻴﺅﺩﻴـﻪ ﻤـﻥ‬
‫‪Copyright © 2017.‬‬
‫‪copyright law.‬‬

‫‪-٩٢-‬‬

‫‪EBSCO Publishing : eBook Arabic Collection Trial - printed on 4/4/2020 5:45 PM via MINISTÈRE DE L''EDUCATION‬‬
‫‪NATIONALE, DE LA FORMATION PROFESSIONNELLE‬‬
‫; ‪AN: 1945112‬‬ ‫;‪.‬‬
‫‪Account: ns063387‬‬
‫‪. All rights reserved. May not be reproduced in any form without permission from the publisher, except fair uses permitted under U.S. or applicable‬‬

‫ﻭﻅﺎﺌﻑ ﺇﻴﺠﺎﺒﻴﺔ ﻋﻠﻰ ﻗﺩﺭ ﻜﺒﻴﺭ ﻤﻥ ﺍﻷﻫﻤﻴﺔ ﻝﻠﻤﺠﺘﻤﻊ‪ ،‬ﺨﺎﺼﺔ ﻓﻲ ﺍﻝﺒﻠﺩﺍﻥ ﺍﻝﺘـﻲ‬
‫ﻫﻲ ﻓﻲ ﻁﻭﺭ ﺍﻝﻨﻤﻭ‪ ،‬ﻭﺴﻨﺄﺘﻲ ﻓﻲ ﻤﻭﻀﻊ ﻻﺤﻕ ﻋﻠﻰ ﺫﻜﺭ ﺇﻴﺠﺎﺒﻴﺎﺕ ﻭﻤﺤﺎﺴـﻥ‬
‫ﺍﻹﻋﻼﻥ ﺒﺸﻜل ﺃﻜﺜﺭ ﺘﻔﺼﻴﻼ‪.‬‬
‫‪ ٤‬ـ ﺇﻋﻼﻨﺎﺕ ﺍﻻﺤﺎﻁﺔ ‪:‬‬
‫ﻨﻘﺼﺩ ﺒﺈﻋﻼﻨﺎﺕ ﺍﻻﺤﺎﻁﺔ ﺘﻠﻙ ﺍﻹﻋﻼﻨﺎﺕ ﺍﻝﺘﻲ ﺘﻘـﻭﻡ ﺒﻬـﺎ ﺍﻝﻤﺅﺴﺴـﺎﺕ‬
‫ﻭﺍﻝﻘﻁﺎﻋﺎﺕ ﻭﺍﻝﺠﻬﺎﺕ ﺍﻝﻤﺨﺘﻠﻔﺔ ﺒﻐﺭﺽ ﺘﻨﺒﻴﻪ ﺍﻝﺠﻤﻬﻭﺭ‪ ،‬ﺃﻭ ﺃﺨﻁﺎﺭﻩ ﻭﺍﺤﺎﻁﺘـﻪ‬
‫ﻋﻠﻤﺎ ﺒﺄﻤﺭ ﻤﻥ ﺍﻻﻤﻭﺭ ﺍﻝﻤﺭﺘﺒﻁﺔ ﺒﺸﺄﻥ ﻤﻥ ﺸﺅﻭﻥ ﺤﻴﺎﺘﻪ ﺍﻝﻴﻭﻤﻴـﺔ ﻭﺍﻝﻤﺒﺎﺸـﺭﺓ‬
‫ﻭﺍﻝﻬﺎﻤﺔ‪ ،‬ﻜﻭﺠﻭﺩ ﺴﻠﻌﺔ ﻤﻘﻠﺩﺓ ﻝﻠﺴﻠﻌﺔ ﺍﻻﺼﻠﻴﺔ ﻓﻲ ﺍﻝﺴﻭﻕ‪ ،‬ﺃﻭ ﻭﺠﻭﺩ ﺘﺸﺎﺒﻪ ﻓـﻲ‬
‫ﺃﺴﻤﺎﺀ ﺒﻌﺽ ﺍﻝﻤﺤﻼﺕ ﻭﺍﻝﺸﺭﻜﺎﺕ ﻤﻤﺎ ﻗﺩ ﻴﻠﺤﻕ ﺍﻝﻀﺭﺭ ﺒﺎﻝﻤﺅﺴﺴﺔ ﺍﻻﻗﺘﺼﺎﺩﻴﺔ‪،‬‬
‫ﻭﻴﺭﺒﻙ ﺍﻝﻤﺴﺘﻬﻠﻜﻴﻥ‪ ،‬ﻭﻴﺸﻤل ﺫﻝﻙ ﺍﻴﻀﺎ ﺍﻝﺘﺤﺫﻴﺭ ﻤـﻥ ﺍﻝﺘﻌﺎﻤـل ﻤـﻊ ﺒﻌـﺽ‬
‫ﺍﻝﻤﻨﺩﻭﺒﻴﻥ‪.‬‬
‫ﻭﺘﻤﺘﺩ ﺇﻋﻼﻨﺎﺕ ﺍﻻﺤﺎﻁﺔ ﻝﺘﻀﻡ ﺍﻴﻀﺎ ﺍﻝﺒﻼﻏﺎﺕ ﻭﺍﻻﺨﻁـﺎﺭﺍﺕ ﺍﻝﻤﺘﻌﻠﻘـﺔ‬
‫ﺒﺘﺤﺩﻴﺩ ﻤﻭﺍﻋﻴﺩ ﻤﻌﻴﻨﺔ ﺘﻬﻡ ﺍﻝﺠﻤﻬﻭﺭ‪ ،‬ﻭﻤﻥ ﺫﻝﻙ ﻋﻠﻰ ﺴﺒﻴل ﺍﻝﻤﺜﺎل ﻤﻭﺍﻋﻴﺩ ﺒﺩﺍﻴﺔ‬
‫ﻭﻨﻬﺎﻴﺔ ﺍﻝﻌﺎﻡ ﺍﻝﺩﺭﺍﺴﻲ‪ ،‬ﻭﺇﻋﻼﻨﺎﺕ ﺍﻝﺤﺞ ﻭﺍﻝﻌﻤـﺭﺓ‪ ،‬ﻭﺤﻀـﻭﺭ ﺍﻻﺠﺘﻤﺎﻋـﺎﺕ‪،‬‬
‫ﻭﺍﻝﻤﻘﺎﺒﻼﺕ ﺍﻝﺸﺨﺼﻴﺔ‪ ،‬ﻭﻝﻔﺕ ﺍﻨﺘﺒﺎﻩ ﺍﻝﻤﻭﺍﻁﻨﻴﻥ ﺇﻝﻰ ﺃﻨﻘﻁﺎﻉ ﺍﻝﺘﻴﺎﺭ ﺍﻝﻜﻬﺭﺒﺎﺌﻲ‪ ،‬ﺃﻭ‬
‫ﺨﺩﻤﺎﺕ ﺍﻝﻬﺎﺘﻑ‪ ،‬ﺃﻭ ﻗﻔل ﻁﺭﻴﻕ ﻤﻌﻴﻨﺔ ﺒﺴﺒﺏ ﺃﺠﺭﺍﺀﺍﺕ ﺼﻴﺎﻨﺔ ﺃﻭ ﻭﺠﻭﺩ ﺴﻴﻭل‬
‫ﺍﻤﻁﺎﺭ ﺃﻭ ﻓﻴﻀﺎﻨﺎﺕ‪ ،‬ﺃﻭ ﺤﺎﻻﺕ ﻀﺒﺎﺏ ﻜﺜﻴﻔﺔ ﺘﻌﺭﻗل ﺴﻴﺭ ﺤﺭﻜﺔ ﺍﻝﻤﺭﻭﺭ ﻓـﻲ‬
‫ﺒﻌﺽ ﺍﻝﻁﺭﻕ‪ ..‬ﻭﻜل ﻤﺎ ﺸﺎﺒﻪ ﺫﻝﻙ ﻤﻥ ﺇﻋﻼﻨﺎﺕ ﺘﺨﻁﺭ ﺍﻝﻤﻭﺍﻁﻨﻴﻥ ﺒـﺄﻤﺭ ﻤـﻥ‬
‫ﺍﻻﻤﻭﺭ ﺍﻝﺘﻲ ﺘﺘﻌﻠﻕ ﺒﻬﻡ ﻤﺒﺎﺸﺭﺓ‪.‬‬
‫ﻭﻴﻼﺤﻅ ﺃﻥ ﻫﺫﻩ ﺍﻝﻨﻭﻋﻴﺔ ﻤﻥ ﺍﻹﻋﻼﻨﺎﺕ ﻏﻴﺭ ﻗﺎﺒﻠﺔ ﻝﻠﺘﺄﺠﻴل ﻓﻲ ﺍﻝﻐﺎﻝﺏ‪،‬‬
‫ﻓﻬﻲ ﺁﻨﻴﺔ ﻭﻴﺘﻁﻠﺏ ﺍﻷﻤﺭ ﻨﺸﺭﻫﺎ ﻋﻠﻰ ﻭﺠﻪ ﺍﻝﺴﺭﻋﺔ‪ ،‬ﻭﺫﻝﻙ ﻋﻠﻰ ﻋﻜﺱ ﺒﻌـﺽ‬
‫ﺍﻹﻋﻼﻨﺎﺕ ﺍﻝﺘﺠﺎﺭﻴﺔ ﺍﻝﺘﻲ ﻴﻤﻜﻥ ﺘﺄﺠﻴﻠﻬﺎ ﺩﻭﻥ ﺃﻥ ﻴﺘﺭﺘﺏ ﻋﻠﻰ ﺫﻝﻙ ﺃﺜﺭ ﺴـﻠﺒﻲ‪،‬‬
‫‪Copyright © 2017.‬‬
‫‪copyright law.‬‬

‫‪-٩٣-‬‬

‫‪EBSCO Publishing : eBook Arabic Collection Trial - printed on 4/4/2020 5:45 PM via MINISTÈRE DE L''EDUCATION‬‬
‫‪NATIONALE, DE LA FORMATION PROFESSIONNELLE‬‬
‫; ‪AN: 1945112‬‬ ‫;‪.‬‬
‫‪Account: ns063387‬‬
‫‪. All rights reserved. May not be reproduced in any form without permission from the publisher, except fair uses permitted under U.S. or applicable‬‬

‫ﺫﻝﻙ ﺃﻥ ﺘﺄﺠﻴل ﻨﺸﺭ ﺃﻭ ﺒﺙ ﺇﻋﻼﻨﺎﺕ ﺍﻻﺤﺎﻁﺔ ﻴﻔﻘﺩﻫﺎ ﺃﻫﻤﻴﺘﻬﺎ‪ ،‬ﻭﻗﺩ ﻴﺘﺭﺘﺏ ﻋﻠﻴﻪ‬
‫ﻀﺭﺭﺍ ﺒﺎﻝﻐﺎ ﻝﻠﺠﻤﻬﻭﺭ ﺍﻝﺫﻱ ﺘﺴﺘﻬﺩﻓﻪ ﻫﺫﻩ ﺍﻹﻋﻼﻨﺎﺕ‪.‬‬
‫ﻭﻝﻌل ﻤﻥ ﺃﻭﺠﻪ ﺍﻻﺨﺘﻼﻑ ﺍﻝﻤﻬﻤﺔ ﺒﻴﻥ ﻫﺫﻩ ﺍﻝﻨﻭﻋﻴﺔ ﻤﻥ ﺍﻹﻋﻼﻨﺎﺕ ﻭﺒﻘﻴﺔ‬
‫ﺃﻨﻭﺍﻉ ﺍﻹﻋﻼﻨﺎﺕ ﺍﻷﺨﺭﻯ ﺨﺎﺼﺔ ﺍﻝﺘﺠﺎﺭﻴﺔ ﻤﻨﻬﺎ ﺃﻨﻬﺎ ـ ﺃﻱ ﺇﻋﻼﻨﺎﺕ ﺍﻻﺤﺎﻁـﺔ‬
‫ـ ﻴﺤﻘﻕ ﺒﻌﻀﻬﺎ ﻤﻨﺎﻓﻊ ﻤﺒﺎﺸﺭﺓ ﻝﻠﺠﻤﻬﻭﺭ ﺃﻜﺜﺭ ﻏﺎﻝﺒﺎ ﻤﻤﺎ ﺘﺤﻘﻘﻪ ﻝﻠﺠﻬﺔ ﺍﻝﻤﻌﻠﻨﺔ‪،‬‬
‫ﻭﺒﺎﻝﺘﺎﻝﻲ ﻓﺈﻥ ﺍﻝﻤﺘﻠﻘﻲ ﺴﺭﻋﺎﻥ ﻤﺎ ﻴﺘﻠﻘﻑ ﻫﺫﻩ ﺍﻹﻋﻼﻨﺎﺕ ﻭﻴﺘﻔﺎﻋل ﻤﻌﻬﺎ‪ ،‬ﻭﺘﻨﻌﻜﺱ‬
‫ﻓﺎﺌﺩﺘﻬﺎ ﻋﻠﻴﻪ ﺒﺸﻜل ﻭﺍﻀﺢ ﻭﺴﺭﻴﻊ‪.‬‬

‫ﺜﺎﻝﺜ ﹰﺎ ‪ :‬ﺍﻹﻋﻼﻨﺎﺕ ﺍﻻﺠﺘﻤﺎﻋﻴﺔ ‪:‬‬

‫ﻭﻨﻘﺼﺩ ﺒﻬﺎ ﺘﻠﻙ ﺍﻹﻋﻼﻨﺎﺕ ﺍﻝﻤﺭﺘﺒﻁـﺔ ﺒﺠـل ﺍﻻﻨﺸـﻁﺔ ﻭﺍﻝﻤﻨﺎﺴـﺒﺎﺕ‬
‫ﺍﻻﺠﺘﻤﺎﻋﻴﺔ‪ ،‬ﻭﻫﻲ ﺘﻌﻜﺱ ﺇﻝﻰ ﺤﺩ ﻜﺒﻴﺭ ﺤﺠﻡ ﺍﻝﻌﻼﻗﺎﺕ ﺍﻻﺠﺘﻤﺎﻋﻴﺔ ﺍﻝﺴﺎﺌﺩﺓ ﻓـﻲ‬
‫ﺍﻝﻤﺠﺘﻤﻊ‪ ،‬ﻭﻤﺩﻯ ﺘﺭﺍﺒﻁ ﺃﻓﺭﺍﺩﻩ‪ ،‬ﻜﻤﺎ ﺃﻨﻬﺎ ﺘﻌﻜﺱ ﺤﺎﻝﺔ ﺍﻝﺭﻗﻲ ﺍﻻﺠﺘﻤﺎﻋﻲ‪ ،‬ﻭﺘﻔﺎﻋل‬
‫ﺃﻓﺭﺍﺩ ﺍﻝﻤﺠﺘﻤﻊ ﻤﻊ ﺒﻌﻀﻬﻡ ﺍﻝﺒﻌﺽ‪ ،‬ﻝﺫﺍ ﻴﻤﻜﻥ ﺍﻝﻘﻭل ﺒﺄﻥ ﺍﻹﻋﻼﻨﺎﺕ ﺍﻻﺠﺘﻤﺎﻋﻴﺔ‬
‫ﺒﻤﺜﺎﺒﺔ ﺍﻝﺘﺭﻤﻭﻤﺘﺭ ﺃﻭ ﺍﻝﻤﺅﺸﺭ ﺍﻝﺫﻱ ﻴﺴﺎﻋﺩﻨﺎ ﻓﻲ ﺍﻝﺘﻌﺭﻑ ﻋﻠﻰ ﻤـﺩﻯ ﺤﻤﻴﻤﻴـﺔ‬
‫ﺍﻝﻌﻼﻗﺎﺕ ﺒﻴﻥ ﺍﻻﻓﺭﺍﺩ ﺩﺍﺨل ﺍﻝﻤﺠﺘﻤﻊ‪.‬‬
‫ﻭﺘﺭﺘﺒﻁ ﺍﻹﻋﻼﻨﺎﺕ ﺍﻻﺠﺘﻤﺎﻋﻴﺔ ﺇﻝﻰ ﺩﺭﺠﺔ ﻜﺒﻴﺭﺓ ﺒﺎﻝﻤﺩﻨﻴﺔ‪ ،‬ﻭﺘﻌﻘﺩ ﺍﻝﻌﻼﻗﺎﺕ‬
‫ﺩﺍﺨل ﺍﻝﻤﺠﺘﻤﻊ‪ ،‬ﻭﺘﺭﺍﺠﻊ ﺃﻭﻗﺎﺕ ﺍﻝﻔﺭﺍﻍ‪ ،‬ﻭﺍﻻﻋﺘﻤﺎﺩ ﻋﻠﻰ ﻭﺴﺎﺌل ﺍﻹﻋـﻼﻡ ﻓـﻲ‬
‫ﺍﻝﺘﻭﺍﺼل ﺒﻴﻥ ﺍﻷﻓﺭﺍﺩ‪.‬‬
‫ﻭﺘﺴﻤﻰ ﻫﺫﻩ ﺍﻝﻨﻭﻋﻴﺔ ﻤﻥ ﺍﻹﻋﻼﻨﺎﺕ ﺃﻴﻀﺎ ﺒﺎﻹﻋﻼﻨـﺎﺕ ﺍﻝﺸﺨﺼـﻴﺔ‪ ،‬ﺃﻭ‬
‫ﺇﻋﻼﻨﺎﺕ ﺍﻷﻓﺭﺍﺩ ﻨﻅﺭﺍ ﻝﻁﺒﻴﻌﺘﻬﺎ ﺍﻝﺸﺨﺼﻴﺔ‪.‬‬
‫ﻭﻓﻲ ﻭﺍﻗﻊ ﺍﻷﻤﺭ ﻓﺈﻥ ﺘﻘﻭﻴﻡ ﺍﻹﻋﻼﻨﺎﺕ ﺍﻻﺠﺘﻤﺎﻋﻴﺔ‪ ،‬ﻭﺘﺤﺩﻴـﺩ ﻭﻅﻴﻔﺘﻬـﺎ‬
‫ﺘﺨﺘﻠﻑ ﻤﻥ ﻤﺠﺘﻤﻊ ﺇﻝﻰ ﺃﺨﺭ‪ ،‬ﻓﺈﺫﺍ ﻜﺎﻨﺕ ﻓﻲ ﺒﻌﺽ ﺍﻝﻤﺠﺘﻤﻌﺎﺕ ﻤﺅﺸﺭﹰﺍ ـ ﻜﻤـﺎ‬
‫‪Copyright © 2017.‬‬
‫‪copyright law.‬‬

‫‪-٩٤-‬‬

‫‪EBSCO Publishing : eBook Arabic Collection Trial - printed on 4/4/2020 5:45 PM via MINISTÈRE DE L''EDUCATION‬‬
‫‪NATIONALE, DE LA FORMATION PROFESSIONNELLE‬‬
‫; ‪AN: 1945112‬‬ ‫;‪.‬‬
‫‪Account: ns063387‬‬
‫‪. All rights reserved. May not be reproduced in any form without permission from the publisher, except fair uses permitted under U.S. or applicable‬‬

‫ﺴﺒﻘﺕ ﺍﻻﺸﺎﺭﺓ ـ ﻋﻠﻰ ﺘﻔﺎﻋل ﻭﺘﺭﺍﺒﻁ ﺃﻓﺭﺍﺩ ﺍﻝﻤﺠﺘﻤﻊ ﺒﺒﻌﻀﻬﻡ ﺍﻝﺒﻌﺽ‪ ،‬ﻓﺈﻨﻬـﺎ‬
‫ﻓﻲ ﻤﺠﺘﻤﻌﺎﺕ ﺃﺨﺭﻯ ﻗﺩ ﺘﺼﻨﻑ ﻋﻠﻰ ﺃﻨﻬﺎ ﺘﻌﻜﺱ ﺤﺎﻝﺔ ﻤﺎ ﻴﻤﻜـﻥ ﺃﻥ ﻨﺴـﻤﻴﻪ‬
‫"ﺒﺎﻝﻤﺠﺎﻤﻠﺔ ﺍﻻﺠﺘﻤﺎﻋﻴﺔ"‪ ،‬ﺍﻝﺘﻲ ﻗﺩ ﺘﺼل ﻓﻲ ﺒﻌـﺽ ﺍﻻﺤﻴـﺎﻥ ﺩﺭﺠـﺔ ﺍﻝﻨﻔـﺎﻕ‬
‫ﺍﻻﺠﺘﻤﺎﻋﻲ‪ ،‬ﻭﻴﺯﺩﺍﺩ ﺫﻝﻙ ﻭﻀﻭﺤﹰﺎ ﻋﻨـﺩﻤﺎ ﻴﺘﻌﻠـﻕ ﺍﻻﻤـﺭ ﺒﺘﻘـﺩﻴﻡ ﺍﻝﺘﻬـﺎﻨﻲ‬
‫ﻭﺍﻝﺘﺒﺭﻴﻜﺎﺕ‪ ،‬ﺃﻭ ﺍﻝﺘﻌﺎﺯﻱ ﻝﻠﻤﺴﺅﻭﻝﻴﻥ ﻓﻲ ﺍﻝﺩﻭﻝﺔ‪ ،‬ﻭﻫـﻲ ﻅـﺎﻫﺭﺓ ﺘﺘﻤﻴـﺯ ﺒﻬـﺎ‬
‫ﺼﺤﺎﻓﺔ ﺒﻌﺽ ﺍﻝﻤﺠﺘﻤﻌﺎﺕ‪.‬‬
‫ﻓﻔﻲ ﻝﻴﺒﻴﺎ– ﻤﺜﻼ ‪ -‬ﻓﺈﻨﻪ ﻭﻤﻥ ﺨﻼل ﺭﺼﺩﻱ ﻭﻤﺘﺎﺒﻌﺘﻲ ﻝﻬﺫﻩ ﺍﻝﻨﻭﻋﻴﺔ ﻤـﻥ‬
‫ﺍﻹﻋﻼﻨﺎﺕ ﻋﻠﻰ ﻤﺩﻯ ﻋﻘﻭﺩ ﻓﺈﻨﻨﻲ ﺍﺴﺘﻁﻴﻊ ﺍﻝﺠﺯﻡ ﺒﺄﻥ ﺍﻹﻋﻼﻨﺎﺕ ﺍﻻﺠﺘﻤﺎﻋﻴـﺔ‬
‫ﺘﻌﻜﺱ ﺍﻝﺤﺎﻝﺔ ﺍﻷﻭﻝﻰ‪ ،‬ﻭﻝﻌل ﺫﻝﻙ ﻴﻌﻭﺩ ﺇﻝﻰ ﻁﺒﻴﻌﺔ ﺍﻝﻤﺠﺘﻤﻊ ﺍﻝﻠﻴﺒﻲ ﺍﻝﺫﻱ ﺘﺘﻤﻴـﺯ‬
‫ﺍﻝﻌﻼﻗﺎﺕ ﺒﻴﻥ ﺃﻓﺭﺍﺩﻩ ﺒﺎﻝﺒﺴﺎﻁﺔ ﻭﺍﻝﻭﻀﻭﺡ ﺇﻝﻰ ﺤﺩ ﻜﺒﻴﺭ‪ ،‬ﻭﺒﺎﻝﺘﺎﻝﻲ ﺘﺨﺘﻔﻲ ﺘﻤﺎﻤـﺎ‬
‫ﻤﻥ ﺍﻝﺼﺤﻑ ﺍﻝﻠﻴﺒﻴﺔ ﺍﻹﻋﻼﻨﺎﺕ ﺍﻻﺠﺘﻤﺎﻋﻴﺔ ﺍﻝﺘﻲ ﺘﺤﺘل ﻤﺴﺎﺤﺎﺕ ﻜﺒﻴﺭﺓ‪ ،‬ﻭﺘﻜـﺎﺩ‬
‫ﺘﺘﺴﺎﻭﻯ ﻤﻥ ﺤﻴﺙ ﺍﻝﻤﺴﺎﺤﺔ ﻭﺍﻻﺒﻨﺎﻁ ﺍﻝﻤﺴﺘﺨﺩﻤﺔ ﺇﻋﻼﻨﺎﺕ ﺍﻝﺘﻌﺎﺯﻱ‪ ،‬ﻭﺍﻝﺘﻬـﺎﻨﻲ‬
‫ﺍﻝﻤﻭﺠﻬﺔ ﻝﻤﺴﺅﻭل ﻜﺒﻴﺭ ﻓﻲ ﺍﻝﺩﻭﻝﺔ ﻤﻊ ﺘﻠﻙ ﺍﻝﺘـﻲ ﻴﻭﺠﻬﻬـﺎ ﺸـﺨﺹ ﻋـﺎﺩﻱ‬
‫ﻝﺼﺩﻴﻘﻪ‪.‬‬
‫ﻓﻲ ﺍﻝﻤﻘﺎﺒل ﻓﺈﻥ ﺼﺤﺎﻓﺔ ﺒﻌﺽ ﺍﻝﻤﺠﺘﻤﻌﺎﺕ ﺍﻝﻌﺭﺒﻴﺔ ﺘﺯﺨـﺭ ﺒﺎﻹﻋﻼﻨـﺎﺕ‬
‫ﺍﻻﺠﺘﻤﺎﻋﻴﺔ ﺍﻝﺘﻲ ﺘﺤﺘل ﻤﺴﺎﺤﺎﺕ ﻜﺒﻴﺭﺓ‪ ،‬ﻭﺍﻝﺘﻲ ﻋﺎﺩﺓ ﺘﻜـﻭﻥ ﻤﻭﺠﻬـﺔ ﻝﻜﺒـﺎﺭ‬
‫ﺍﻝﻤﺴﺅﻭﻝﻴﻥ‪ ،‬ﻭﺍﻝﻤﺩﺭﺍﺀ ﻓﻲ ﻤﺅﺴﺴﺎﺕ ﻭﻫﻴﺌﺎﺕ ﻭﻭﺯﺍﺭﺍﺕ ﺍﻝﺩﻭﻝﺔ ﺍﻝﻤﺨﺘﻠﻔﺔ‪ ،‬ﻭﻏﺎﻝﺒﺎ‬
‫ﻤﺎ ﻴﺘﻡ ﺍﺒﺭﺍﺯ ﻫﺫﻩ ﺍﻹﻋﻼﻨﺎﺕ ﺒﺎﺴﺘﺨﺩﺍﻡ ﺍﺒﻨﺎﻁ ﻜﺒﻴﺭﺓ‪ ،‬ﻭﻨﺸﺭﻫﺎ ﻓﻲ ﺍﻤﺎﻜﻥ ﺒـﺎﺭﺯﺓ‬
‫ﻋﻠﻰ ﺼﻔﺤﺎﺕ ﺍﻝﺼﺤﻑ‪.‬‬
‫ﻭﻴﻌﺩ ﻫﺫﺍ ﺍﻻﺴﻠﻭﺏ ﻫﺩﺭﺍ ﻝﻤﺴﺎﺤﺎﺕ ﻫﺎﺌﻠﺔ ﻤﻥ ﺍﻝﻭﺭﻕ‪ ،‬ﻜﺎﻥ ﻤﻥ ﺍﻻﻭﻝﻰ ﺃﻥ‬
‫ﺘﺨﺼﺹ ﻝﻨﺸﺭ ﻤﺎ ﻫﻭ ﻤﻔﻴﺩ‪ ،‬ﺒﻐﺽ ﺍﻝﻨﻅﺭ ﻋﻤﺎ ﺴﺘﺤﻘﻘﻪ ﻤـﻥ ﻤﻜﺎﺴـﺏ ﻤﺎﺩﻴـﺔ‬
‫ﻝﻠﺼﺤﻴﻔﺔ ﺠﺭﺍﺀ ﻋﻭﺍﺌﺩ ﺍﻹﻋﻼﻨﺎﺕ‪ ،‬ﻜﻤﺎ ﺃﻥ ﺫﻝﻙ ﻴﻌﺘﺒﺭ ﺘﻌﺩﻴﹰﺎ ﻋﻠﻰ ﺤﻘﻭﻕ ﺍﻝﻘﺭﺍﺀ‪،‬‬
‫ﻓﺎﻝﻤﺴﺎﺤﺔ ﺍﻝﻭﺭﻗﻴﺔ ﺍﻝﺘﻲ ﻗﺎﻤﻭﺍ ﺒﺩﻓﻊ ﺜﻤﻨﻬﺎ ﺨﺼﺹ ﺠﺯﺀ ﻜﺒﻴﺭ ﻤﻨﻬﺎ ﻹﻋﻼﻨـﺎﺕ‬
‫‪Copyright © 2017.‬‬
‫‪copyright law.‬‬

‫‪-٩٥-‬‬

‫‪EBSCO Publishing : eBook Arabic Collection Trial - printed on 4/4/2020 5:45 PM via MINISTÈRE DE L''EDUCATION‬‬
‫‪NATIONALE, DE LA FORMATION PROFESSIONNELLE‬‬
‫; ‪AN: 1945112‬‬ ‫;‪.‬‬
‫‪Account: ns063387‬‬
‫‪. All rights reserved. May not be reproduced in any form without permission from the publisher, except fair uses permitted under U.S. or applicable‬‬

‫ﻤﺠﺎﻤﻠﺔ ﻻ ﺘﻀﻴﻑ ﺸﻴﺌﹰﺎ ﻝﻠﻘﺭﺍﺀ‪ ،‬ﺒل ﺃﻨﻬﺎ ﺠﺎﺀﺕ ﻋﻠﻰ ﺤﺴﺎﺏ ﺍﻝﻤﻭﺍﺩ ﺍﻝﺘﺤﺭﻴﺭﻴـﺔ‬
‫ﺍﻷﺨﺭﻯ‪ ،‬ﻜﺎﻝﺨﺒﺭ ﻭﺍﻝﻤﻘﺎل ﻭﺍﻝﺘﺤﻘﻴﻕ ﻭﺍﻝﺘﻘﺭﻴﺭ ﺍﻝﺼﺤﻔﻲ‪ ،‬ﻭﻤﺎ ﺇﻝﻰ ﺫﻝﻙ ﻤﻥ ﻤﻭﺍﺩ‬
‫ﺘﺸﻜل ﺍﻝﻤﻀﻤﻭﻥ ﺍﻝﺤﻘﻴﻘﻲ ﻝﻠﺼﺤﻴﻔﺔ‪ ،‬ﺒﻤﺎ ﻓﻲ ﺫﻝﻙ ﺍﻹﻋﻼﻨﺎﺕ ﻏﻴﺭ ﺍﻝﺘـﻲ ﻨﺤـﻥ‬
‫ﺒﺼﺩﺩ ﺘﻭﺠﻴﻪ ﺍﻝﻨﻘﺩ ﺍﻝﻴﻬﺎ‪.‬‬
‫ﻭﺘﻀﻡ ﺍﻹﻋﻼﻨﺎﺕ ﺍﻻﺠﺘﻤﺎﻋﻴﺔ ﺍﻷﻨﻭﺍﻉ ﺍﻝﺘﺎﻝﻴﺔ ﻤﻥ ﺍﻹﻋﻼﻨﺎﺕ‪:‬‬
‫‪ ١‬ـ ﺇﻋﻼﻨﺎﺕ ﺍﻝﺘﻬﺎﻨﻲ‪.‬‬
‫‪ ٢‬ـ ﺇﻋﻼﻨﺎﺕ ﺍﻝﻭﻓﻴﺎﺕ‪.‬‬
‫‪ ٣‬ـ ﺇﻋﻼﻨﺎﺕ ﺍﻝﺸﻜﺭ‪.‬‬
‫‪ ٤‬ـ ﺇﻋﻼﻨﺎﺕ ﺍﻝﻤﻔﻘﻭﺩﺍﺕ‪.‬‬
‫ﻭﻨﻔﺼل ﻝﻜل ﻭﺍﺤﺩ ﻤﻨﻬﺎ ﻜﺎﻝﺘﺎﻝﻲ‪:‬‬
‫‪ ١‬ـ ﺇﻋﻼﻨﺎﺕ ﺍﻝﺘﻬﺎﻨﻲ‪:‬‬
‫ﻭﻴﺩﺨل ﻓﻲ ﺍﻁﺎﺭﻫﺎ ﻜل ﺍﻹﻋﻼﻨﺎﺕ ﺍﻝﺘﻲ ﻴﺘﺒﺎﺩل ﺍﻷﻓﺭﺍﺩ ﻤﻥ ﺨﻼﻝﻬﺎ ﺍﻝﺘﻬﺎﻨﻲ‬
‫ﺒﺎﻝﻤﻨﺎﺴﺒﺎﺕ ﺍﻝﺴﻌﻴﺩﺓ‪ ،‬ﻜﺎﻝﻨﺠﺎﺡ ﻓﻲ ﺍﻝﺩﺭﺍﺴﺔ‪ ،‬ﻭﺍﻝﺤﺼﻭل ﻋﻠﻰ ﺍﻝﺸﻬﺎﺩﺍﺕ ﺍﻝﻌﻠﻤﻴـﺔ‬
‫ﻋﻠﻰ ﺍﺨﺘﻼﻑ ﻤﺴﺘﻭﻴﺎﺘﻬﺎ ﻭﺩﺭﺠﺎﺘﻬﺎ‪ ،‬ﻭﺍﻝﺨﻁﻭﺒﺔ‪ ،‬ﻭﺍﻝﺯﻭﺍﺝ‪ ،‬ﻭﻨﺠـﺎﺡ ﺍﻝﻌﻤﻠﻴـﺎﺕ‬
‫ﺍﻝﺠﺭﺍﺤﻴﺔ‪ ،‬ﻭﺍﻝﺨﺭﻭﺝ ﻤﻥ ﺍﻝﻤﺴﺘﺸﻔﻰ‪ ،‬ﻭﺍﻋﻴﺎﺩ ﺍﻝﻤﻴﻼﺩ‪ ..‬ﻭﻤـﺎ ﺇﻝـﻰ ﺫﻝـﻙ ﻤـﻥ‬
‫ﺇﻋﻼﻨﺎﺕ ﻴﻜﻭﻥ ﻤﻀﻤﻭﻨﻬﺎ ﺘﻘﺩﻴﻡ ﺍﻝﺘﻬﺎﻨﻲ ﺒﺎﺤﺩﻯ ﺍﻝﻤﻨﺎﺴﺒﺎﺕ ﺍﻝﺴﻌﻴﺩﺓ ﺫﺍﺕ ﺍﻝﻁﺎﺒﻊ‬
‫ﺍﻻﺠﺘﻤﺎﻋﻲ‪.‬‬
‫ﻭﻏﺎﻝﺒﺎ ﻤﺎ ﺘﺤﺘل ﻫﺫﻩ ﺍﻹﻋﻼﻨﺎﺕ ﻤﺴﺎﺤﺎﺕ ﺼﻐﻴﺭﺓ ﺍﻝﺤﺠﻡ‪ ،‬ﻭﺘﻨﺸﺭ ﻋﻠـﻰ‬
‫ﻋﻤﻭﺩ ﺃﻭ ﻨﺼﻑ ﻋﻤﻭﺩ‪ ،‬ﻭﺃﺤﻴﺎﻨﹰﺎ ﺘﻜﻭﻥ ﻤﺼﺤﻭﺒﺔ ﺒﺼﻭﺭﺓ ﺸﺨﺼـﻴﺔ ﻝﻠﺸـﺨﺹ‬
‫ﺍﻝﻤﺭﺍﺩ ﺘﻬﻨﺌﺘﻪ‪.‬‬
‫ﻭﻤﻥ ﺨﻼل ﺍﻝﻤﻼﺤﻅﺔ ﺍﻝﻤﺴﺘﻤﺭﺓ ﻭﺠﺩﺕ ﺍﻥ ﺃﻏﻠﺏ ﻫﺫﻩ ﺍﻹﻋﻼﻨﺎﺕ ﻴـﺯﺩﺍﺩ‬
‫ﻨﺸﺭﻫﺎ ﻓﻲ ﺒﻌﺽ ﺍﻝﻤﻭﺍﺴﻡ‪ ،‬ﻭﻤﻥ ﺫﻝﻙ ﻓﺈﻥ ﺇﻋﻼﻨﺎﺕ ﺍﻝﺯﻭﺍﺝ ﻭﺍﻝﺨﻁﻭﺒﺔ ﻭﺩﻋﻭﺍﺕ‬
‫‪Copyright © 2017.‬‬
‫‪copyright law.‬‬

‫‪-٩٦-‬‬

‫‪EBSCO Publishing : eBook Arabic Collection Trial - printed on 4/4/2020 5:45 PM via MINISTÈRE DE L''EDUCATION‬‬
‫‪NATIONALE, DE LA FORMATION PROFESSIONNELLE‬‬
‫; ‪AN: 1945112‬‬ ‫;‪.‬‬
‫‪Account: ns063387‬‬
‫‪. All rights reserved. May not be reproduced in any form without permission from the publisher, except fair uses permitted under U.S. or applicable‬‬

‫ﺍﻝﺯﻓﺎﻑ ﻤﺜﻼ ﺘﺭﺘﻔﻊ ﻭﺘﻴﺭﺘﻬﺎ ﻓﻲ ﻓﺼل ﺍﻝﺼﻴﻑ‪ ،‬ﻭﻴﻌﻭﺩ ﺫﻝﻙ ﺇﻝـﻰ ﻜـﻭﻥ ﻫـﺫﺍ‬
‫ﺍﻝﻔﺼل ﻫﻭ ﻤﻭﺴﻡ ﺍﻻﺤﺘﻔﺎل ﺒﺄﻓﺭﺍﺡ ﺍﻝﺯﻭﺍﺝ‪.‬‬
‫‪ ٢‬ـ ﺇﻋﻼﻨﺎﺕ ﺍﻝﻭﻓﻴﺎﺕ ‪:‬‬
‫ﻭﻫﻲ ﺘﻠﻙ ﺍﻝﻨﻭﻋﻴﺔ ﻤﻥ ﺍﻹﻋﻼﻨﺎﺕ ﺍﻝﺘﻲ ﻴﺘﻡ ﻤﻥ ﺨﻼﻝﻬﺎ ﺘﻘـﺩﻴﻡ ﺍﻝﺘﻌـﺎﺯﻱ‬
‫ﻻﺴﺭﺓ‪ ،‬ﺃﻭﻋﺎﺌﻠﺔ‪ ،‬ﺍﻝﻤﺘﻭﻓﻲ‪ ،‬ﻤﻥ ﻗﺒل ﺃﺤﺩ ﺍﻻﺼﺩﻗﺎﺀ ﺃﻭ ﺍﻝﺯﻤﻼﺀ ﺃﻭ ﺍﻷﻗﺎﺭﺏ‪ ،‬ﻭﻗﺩ‬
‫ﻴﻜﻭﻥ ﻤﻀﻤﻭﻨﻬﺎ ﺍﻹﻋﻼﻥ ﻋﻥ ﻭﻓﺎﺓ ﺸﺨﺹ ﻤﻌﻴﻥ‪ ،‬ﻭﺘﺘﻔﻕ ﺇﻋﻼﻨﺎﺕ ﺍﻝﺘﻌﺎﺯﻱ ﻤﻊ‬
‫ﺇﻋﻼﻨﺎﺕ ﺍﻝﺘﻬﺎﻨﻲ ﻓﻲ ﺍﻝﺼﺤﻑ ﺍﻝﻠﻴﺒﻴﺔ ﻓﻲ ﻜﻭﻨﻬﺎ ﺘﻨﺸﺭ ﻋﻠﻰ ﻤﺴﺎﺤﺎﺕ ﻤﺤـﺩﻭﺩﺓ‬
‫ﻭﺘﺼﺎﻍ ﺘﻘﺭﻴﺒﹰﺎ ﺒﻨﻔﺱ ﺍﻝﻜﻠﻤﺎﺕ ﻭﺍﻝﺠﻤل‪ ،‬ﺒﻐﺽ ﺍﻝﻨﻅﺭ ﻋﻥ ﺼﻔﺔ ﻭﻀﻊ ﺍﻝﺸﺨﺹ‬
‫ﺍﻝﻤﺘﻭﺠﻪ ﺇﻝﻴﻪ ﺒﺎﻝﺘﻌﺯﻴﺔ‪.‬‬
‫ﻭﻗﺩ ﺘﻭﺼﻠﺕ ﻓﻲ ﺩﺭﺍﺴﺔ ﺴﺎﺒﻘﺔ)‪(٥‬ﺇﻝﻰ ﺃﻥ ﺇﻋﻼﻨﺎﺕ ﺍﻝﺘﻌﺎﺯﻱ ﺍﻝﻤﻨﺸﻭﺭﺓ ﻓﻲ‬
‫ﺍﻝﺼﺤﻑ ﺍﻝﻠﻴﺒﻴﺔ ﺠﺎﺀﺕ ﻤﺼﺎﻏﺔ ﺒﺄﺴﻠﻭﺏ ﻭﺍﺤﺩ ﺘﻘﺭﻴﺒـﺎﹰ‪ ،‬ﻭﺃﺤﺘﻠـﺕ ﻤﺴـﺎﺤﺎﺕ‬
‫ﻤﺘﻘﺎﺭﺒﺔ ﺇﻝﻰ ﺤﺩ ﻜﺒﻴﺭ‪ ،‬ﻭﺃﺴﺘﺨﺩﻤﺕ ﻓﻴﻬﺎ ﻨﻔﺱ ﺍﻻﺒﻨﺎﻁ‪ ،‬ﻭﺃﺨﺘﻔﺕ ﻤﻨﻬﺎ ﻋﺒـﺎﺭﺍﺕ‬
‫ﺍﻝﺘﻀﺨﻴﻡ ﻭﺍﻝﺘﻤﺠﻴﺩ ﻭﺍﻻﺸﺎﺩﺓ‪ ،‬ﻤﻊ ﻋﺩﻡ ﺫﻜﺭ ﺍﻝﻤﻨﺎﺼﺏ ﺍﻝﺘﻲ ﻴﺘﻘﻠﺩﻫﺎ ﺍﻝﻤﺘـﻭﻓﻲ ﺃﻭ‬
‫ﺃﻴﹰﺎ ﻤﻥ ﺃﻗﺎﺭﺒﻪ‪ ،‬ﺤﺘﻰ ﺃﻨﻪ ﻴﻤﻜﻥ ﺍﻝﻘﻭل ﺃﻥ ﻨﻔﺱ ﺍﻝﻜﻠﻤﺎﺕ ﻭﺍﻝﻌﺒﺎﺭﺍﺕ ﻫـﻲ ﺫﺍﺘﻬـﺎ‬
‫ﺍﻝﺘﻲ ﺘﺴﺘﺨﺩﻡ ﻓﻲ ﻜل ﺇﻋﻼﻨﺎﺕ ﺍﻝﻭﻓﻴﺎﺕ‪ ،‬ﻭﺫﻝﻙ ﻋﻠﻰ ﻋﻜﺱ ﻤﺎ ﻴﻨﺸﺭ ﻓﻲ ﺒﻌـﺽ‬
‫ﺍﻝﺼﺤﻑ ﺍﻝﻌﺭﺒﻴﺔ‪ ،‬ﺍﻝﺘﻲ ﺘﺨﺼﺹ ﻤﺴﺎﺤﺎﺕ ﺸﺎﺴﻌﺔ ﻋﻨﺩﻤﺎ ﻴﻜﻭﻥ ﺍﻝﻤﺘﻭﻓﻲ ﺃﻭ ﺃﺤﺩ‬
‫ﺃﻗﺭﺒﺎﺌﻪ ﻤﻥ ﺫﻭﻱ ﺍﻝﻤﻨﺎﺼﺏ ﺍﻝﻌﻠﻴـﺎ‪ ،‬ﺃﻭ ﻤـﻥ ﺃﺼـﺤﺎﺏ ﺍﻝﻨﻔـﻭﺫ ﺍﻝﺴﻴﺎﺴـﻲ ﺃﻭ‬
‫ﺍﻻﻗﺘﺼﺎﺩﻱ ﺃﻭ ﺍﻻﺩﺍﺭﻱ ﻓﻲ ﺍﻝﻤﺠﺘﻤﻊ‪ ،‬ﻭﺒﺎﻝﺘﺎﻝﻲ ﻴﻤﻜﻥ ﺍﻝﻘـﻭل ﺍﻥ ﺩﻭﺭ ﻭﺃﻫﻤﻴـﺔ‬
‫ﻭﻭﻅﻴﻔﺔ ﺇﻋﻼﻨﺎﺕ ﺍﻝﻭﻓﻴﺎﺕ ﺘﺨﺘﻠﻑ ﻤﻥ ﻤﺠﺘﻤﻊ ﺇﻝﻰ ﺃﺨﺭ ﻭﻓﻕ ﺍﻝﻤﻌﻁﻴﺎﺕ ﺍﻝﺴﺎﻝﻑ‬
‫ﺫﻜﺭﻫﺎ‪.‬‬
‫‪Copyright © 2017.‬‬
‫‪copyright law.‬‬

‫‪-٩٧-‬‬

‫‪EBSCO Publishing : eBook Arabic Collection Trial - printed on 4/4/2020 5:45 PM via MINISTÈRE DE L''EDUCATION‬‬
‫‪NATIONALE, DE LA FORMATION PROFESSIONNELLE‬‬
‫; ‪AN: 1945112‬‬ ‫;‪.‬‬
‫‪Account: ns063387‬‬
‫‪. All rights reserved. May not be reproduced in any form without permission from the publisher, except fair uses permitted under U.S. or applicable‬‬

‫‪ ٣‬ـ ﺇﻋﻼﻨﺎﺕ ﺍﻝﺸﻜﺭ ‪:‬‬

‫ﻭﻫﻲ ﺘﻠﻙ ﺍﻹﻋﻼﻨﺎﺕ ﺍﻝﺘﻲ ﻴﻜﻭﻥ ﻤﻀﻤﻭﻨﻬﺎ ﺘﻭﺠﻴﻪ ﺍﻝﺸﻜﺭ ﻝﺸـﺨﺹ‪ ،‬ﺃﻭ‬
‫ﺠﻬﺔ ﻤﺎ‪ ،‬ﻋﻤﺎ ﻗﺩﻤﻪ ﺫﻝﻙ ﺍﻝﺸﺨﺹ ﺃﻭ ﺘﻠﻙ ﺍﻝﺠﻬﺔ ﻤﻥ ﻤﺴﺎﻨﺩﺓ ﻭﺃﻫﺘﻤﺎﻡ‪ ،‬ﺃﻭ ﺩﻋـﻡ‬
‫ﻭﻤﺸﺎﺭﻜﺔ‪ ،‬ﻭﻤﻥ ﺃﻤﺜﻠﺔ ﺫﻝﻙ ﻤﺎ ﻴﺘﻘﺩﻡ ﺒﻪ ﺍﻝﻤﺭﻀﻰ ﻤﻥ ﺸﻜﺭ ﻻﻁﺒﺎﺌﻬﻡ ﻋﻠﻰ ﺤﺴﻥ‬
‫ﺍﻝﻌﻨﺎﻴﺔ ﻭﺍﻻﻫﺘﻤﺎﻡ‪ ،‬ﺃﻭ ﻤﺎ ﻴﺘﻘﺩﻡ ﺒﻪ ﺍﻓﺭﺍﺩ ﺍﺴﺭﺓ ﺃﻭ ﻋﺎﺌﻠﺔ ﻤﺎ ﻤـﻥ ﺸـﻜﺭ ﻝﻤـﻥ‬
‫ﺸﺎﺭﻜﻬﻡ ﻓﻲ ﻭﻓﺎﺓ ﻋﺯﻴﺯ ﻝﺩﻴﻬﻡ‪ ،‬ﺃﻭ ﻤﺎ ﺘﺘﻘﺩﻡ ﺒﻪ ﺠﻬﺔ ﻤﺎ ﻤﻥ ﺘﻘﺩﻴﺭ ﻭﻋﺭﻓﺎﻥ ﻝﻤﻥ‬
‫ﺴﺎﻫﻡ ﻤﻌﻬﺎ ﻓﻲ ﺃﻨﺠﺎﺡ ﻋﻤل ﻤﻌﻴﻥ‪ ..‬ﻭﻜل ﻤﺎ ﺸﺎﺒﻪ ﺫﻝﻙ‪.‬‬
‫ﻭﻓﻲ ﺘﻘﺩﻴﺭﻱ ﻓﺈﻥ ﺇﻋﻼﻨﺎﺕ ﺍﻝﺸﻜﺭ ﻴﻤﻜﻥ ﺃﻥ ﺘﺴـﻬﻡ ﻓـﻲ ﻏـﺭﺱ ﺭﻭﺡ‬
‫ﺍﻝﺘﻌﺎﻭﻥ ﻭﺍﻝﺘﻜﺎﻓل‪ ،‬ﻜﻤﺎ ﺃﻨﻬﺎ ﻗﺩ ﺘﻌﺯﺯ ﻤﻥ ﻗﻴﻡ ﺍﻝﻭﻓﺎﺀ ﻭﺘﺭﻓﻊ ﻤﻥ ﺩﺭﺠﺔ ﺍﻝﻤﺸﺎﺭﻜﺔ‬
‫ﺩﺍﺨل ﺍﻝﻤﺠﺘﻤﻊ‪.‬‬
‫‪ ٤‬ـ ﺇﻋﻼﻨﺎﺕ ﺍﻝﻤﻔﻘﻭﺩﺍﺕ ‪:‬‬
‫ﻭﻫﻲ ﻨﻭﻋﻴﺔ ﻤﻥ ﺍﻹﻋﻼﻨﺎﺕ ﻨﺎﺩﺭﺓ ﺍﻝﻅﻬﻭﺭ‪ ،‬ﻭﻴﻘﺼﺩ ﺒﻬﺎ ﺘﻠﻙ ﺍﻝﻨﻭﻋﻴﺔ ﻤﻥ‬
‫ﺍﻹﻋﻼﻨﺎﺕ ﺍﻝﺘﻲ ﻴﻘﻭﻡ ﻤﻥ ﺨﻼﻝﻬﺎ ﺍﻷﻓﺭﺍﺩ ﺒﺎﻻﺒﻼﻍ ﻋﻥ ﻓﻘﺩﺍﻥ ﺍﺸﻴﺎﺀ ﺜﻤﻴﻨـﺔ‪ ،‬ﺃﻭ‬
‫ﻭﺜﺎﺌﻕ ﺃﻭ ﻤﺴﺘﻨﺩﺍﺕ ﻤﻬﻤﺔ‪ ،‬ﺃﻭ ﻤﺎ ﺸﺎﺒﻪ ﺫﻝﻙ‪ ..‬ﻜﻤﺎ ﻗﺩ ﺘﺘﻀﻤﻥ ﺍﻹﻋـﻼﻥ ﻋـﻥ‬
‫ﺍﻝﻌﺜﻭﺭ ﻋﻠﻰ ﺃﺸﻴﺎﺀ ﻤﻬﻤﺔ ﻤﻥ ﻗﺒل ﺃﺤﺩ ﺍﻷﻓﺭﺍﺩ‪ ،‬ﻭﺃﻨﻬﺎ ﻤﻭﺠﻭﺩﺓ ﻓﻲ ﻤﻜﺎﻥ ﻤﺤـﺩﺩ‬
‫ﺤﺘﻰ ﻴﺘﻤﻜﻥ ﺍﺼﺤﺎﺒﻬﺎ ﻤﻥ ﺍﺴﺘﻼﻤﻬﺎ‪ ..‬ﻭﻫﺫﻩ ﺍﻷﺨﻴﺭﺓ ﻴﻌﻜﺱ ﺍﻨﺘﺸـﺎﺭﻫﺎ ﺤﺠـﻡ‬
‫ﺍﻻﻤﺎﻨﺔ ﺍﻝﺴﺎﺌﺩ ﻓﻲ ﺍﻝﻤﺠﺘﻤﻊ‪.‬‬
‫ﻭﺘﺭﺘﺒﻁ ﻫﺫﻩ ﺍﻝﻨﻭﻋﻴﺔ ﻤﻥ ﺍﻹﻋﻼﻨﺎﺕ ﺒﺩﺭﺠﺔ ﻗﺭﺍﺀﺓ ﺍﻝﺼﺤﻑ‪ ،‬ﻓﻜﻠﻤﺎ ﺍﺯﺩﺍﺩ‬
‫ﺤﺠﻡ ﺘﻭﺯﻴﻊ ﺍﻝﺼﺤﻑ‪ ،‬ﻭﺍﺯﺩﺍﺩ ﻋﺩﺩ ﻗﺭﺍﺌﻬﺎ ﺴﺎﻫﻡ ﺫﻝﻙ ﻓﻲ ﺠﻌﻠﻬﺎ ﺍﺩﺃﺓ ﻤﺴـﺎﻋﺩﺓ‬
‫ﻓﻲ ﺍﻝﺤﺼﻭل ﻋﻠﻰ ﺍﻝﻜﺜﻴﺭ ﻤﻥ ﺍﻝﺨﺩﻤﺎﺕ ﻤﻥ ﻗﺒل ﺍﻷﻓﺭﺍﺩ‪ ،‬ﻭﻓﻲ ﻜﻭﻨﻬـﺎ ﻭﺴـﻴﻠﺔ‬
‫ﺘﺴﺎﻋﺩ ﻋﻠﻰ ﺍﻝﺤﻴﺎﺓ ﺒﺸﻜل ﺃﺴﻬل ﻭﺃﻓﻀل‪ ،‬ﻭﻴﺯﺩﺍﺩ ﺒﺎﻝﺘﺎﻝﻲ ﺍﺴﺘﺨﺩﺍﻤﻬﻡ ﻝﻬﺎ ﻝﺘﺤﻘﻴﻕ‬
‫ﺍﻝﻜﺜﻴﺭ ﻤﻥ ﺍﻻﻏﺭﺍﺽ ﺍﻝﻴﻭﻤﻴﺔ‪ ،‬ﺒﻤﺎ ﻓﻲ ﺫﻝﻙ ﺍﻻﺒـﻼﻍ ﻋـﻥ ﻤﻔﻘـﻭﺩﺍﺘﻬﻡ ﻋﺒـﺭ‬
‫‪Copyright © 2017.‬‬
‫‪copyright law.‬‬

‫‪-٩٨-‬‬

‫‪EBSCO Publishing : eBook Arabic Collection Trial - printed on 4/4/2020 5:45 PM via MINISTÈRE DE L''EDUCATION‬‬
‫‪NATIONALE, DE LA FORMATION PROFESSIONNELLE‬‬
‫; ‪AN: 1945112‬‬ ‫;‪.‬‬
‫‪Account: ns063387‬‬
‫‪. All rights reserved. May not be reproduced in any form without permission from the publisher, except fair uses permitted under U.S. or applicable‬‬

‫ﺼﻔﺤﺎﺘﻬﺎ‪ ،‬ﻋﺴﻰ ﺃﻥ ﻴﺴﺎﻋﺩ ﺫﻝﻙ ﻋﻠﻰ ﺇﻋﺎﺩﺘﻬﺎ ﺍﻝﻴﻬﻡ ﻤﻥ ﻗﺒل ﻤﻥ ﻋﺜﺭﻭﺍ ﻋﻠﻴﻬـﺎ‬
‫ﺇﺫﺍ ﻜﺎﻨﻭﺍ ﻤﻥ ﻗﺭﺍﺀ ﺘﻠﻙ ﺍﻝﺼﺤﻑ‪.‬‬

‫ﺭﺍﺒﻌ ﹰﺎ ‪ :‬ﺇﻋﻼﻨﺎﺕ ﺍﻷﻋﻤﺎل‪:‬‬

‫ﺍﻁﻠﻘﻨﺎ ﻋﻠﻰ ﻫﺫﻩ ﺍﻝﻨﻭﻋﻴﺔ ﻤﻥ ﺍﻹﻋﻼﻨﺎﺕ ﺃﺴﻡ ﺇﻋﻼﻨﺎﺕ ﺍﻷﻋﻤـﺎل ﻨﻅـﺭﹰﺍ‬
‫ﻻﺭﺘﺒﺎﻁ ﻤﺠﺎﻻﺘﻬﺎ ﺒﻨﺸﺎﻁ ﺍﻷﻋﻤﺎل ﻋﻠﻰ ﺃﺨﺘﻼﻑ ﺃﻨﻭﺍﻋﻬﺎ‪ ،‬ﻭﺘﺘﻔﺭﻉ ﻫﺫﻩ ﺍﻝﻨﻭﻋﻴﺔ‬
‫ﻤﻥ ﺍﻹﻋﻼﻨﺎﺕ ﺇﻝﻰ ﻤﺎ ﻴﻠﻲ‪:‬‬
‫‪ ١‬ـ ﺇﻋﻼﻨﺎﺕ ﺍﻝﻌﻁﺎﺀﺍﺕ‪:‬‬
‫ﻭﻴﻘﺼﺩ ﺒﻬﺎ ﺘﻠﻙ ﺍﻹﻋﻼﻨﺎﺕ ﺍﻝﺘﻲ ﺘﻘﻭﻡ ﺒﻨﺸﺭﻫﺎ ﺍﻝﺠﻬﺎﺕ ﺍﻝﻤﺨﺘﻠﻔﺔ ﻤﺒﻴﻨﺔ ﻓﻴﻬﺎ‬
‫ﺭﻏﺒﺘﻬﺎ ﻓﻲ ﺘﻨﻔﻴﺫ ﺃﻭ ﺼﻴﺎﻨﺔ ﻤﺸﺭﻭﻉ ﻤﺎ‪ ،‬ﺴﻭﺍﺀ ﻜﺎﻥ ﺫﻝﻙ ﺍﻝﻤﺸﺭﻭﻉ ﺍﻝﻤﺭﺍﺩ ﺘﻨﻔﻴﺫﻩ‬
‫ﺃﻭ ﺼﻴﺎﻨﺘﻪ‪ ،‬ﻁﺭﻴﻕ ﺃﻭ ﻤﺩﺭﺴﺔ‪ ،‬ﺃﻭ ﻤﺴﺘﺸﻔﻰ‪ ،‬ﺃﻭ ﻤﺼﻨﻊ‪ ،‬ﺃﻭ ﻤﻴﻨـﺎﺀ ﺠـﻭﻱ‪ ،‬ﺃﻭ‬
‫ﺒﺤﺭﻱ‪ ،‬ﺃﻭ ﻤﻘﺭ ﺍﺩﺍﺭﻱ ﻝﻤﺼﻠﺤﺔ ﻤﺎ‪ ..‬ﺃﻭ ﻤﺎ ﺸﺎﺒﻪ ﺫﻝﻙ‪ ..‬ﺤﻴـﺙ ﺘﻘـﻭﻡ ﺍﻝﺠﻬـﺔ‬
‫ﺍﻝﻤﻌﻠﻨﺔ ﺒﻁﺭﺡ ﺫﻝﻙ ﺍﻝﻤﺸﺭﻭﻉ ﻋﺒﺭ ﻭﺴـﺎﺌل ﺍﻹﻋـﻼﻡ ﻝﺸـﺭﻜﺎﺕ ﺍﻝﻤﻘـﺎﻭﻻﺕ‬
‫ﺍﻝﻤﺘﺨﺼﺼﺔ ﻓﻲ ﺍﻝﺘﻨﻔﻴﺫ‪ ،‬ﻭﻏﺎﻝﺒﺎﹰ ﻤﺎ ﺘﺤﻭﻱ ﺘﻠﻙ ﺍﻹﻋﻼﻨﺎﺕ ﺍﻴﻀـﹰﺎ ﺍﻝﻤﻭﺍﺼـﻔﺎﺕ‬
‫ﺍﻝﻔﻨﻴﺔ ﻝﻤﺎ ﺘﺭﻴﺩ ﺘﻨﻔﻴﺫﻩ‪ ،‬ﻭﺍﻝﻤﺩﺓ ﺍﻝﺯﻤﻨﻴﺔ ﺍﻝﻤﺨﺼﺼﺔ ﻝﺫﻝﻙ‪ ،‬ﻭﺸﺭﻭﻁ ﻗﺒﻭل ﺍﻝﺘﻌﺎﻗـﺩ‬
‫ﻤﻊ ﺍﻝﺠﻬﺔ ﺍﻝﺘﻲ ﺴﻴﺭﺴﻲ ﻋﻠﻴﻬﺎ ﺍﻝﻌﻁﺎﺀ‪ ،‬ﻭﻤﻭﺍﻋﻴﺩ ﺘﻘﺩﻴﻡ ﺍﻝﻁﻠﺒﺎﺕ ﻤﻥ ﻗﺒل ﺍﻝﺠﻬﺎﺕ‬
‫ﺍﻝﺭﺍﻏﺒﺔ ﻓﻲ ﺍﻝﺘﻨﻔﻴﺫ‪ ،‬ﻭﻤﻭﺍﻋﻴﺩ ﻓﺘﺢ ﺍﻝﻤﻅﺎﺭﻴﻑ‪ ،‬ﻭﻜل ﻤﺎ ﺸﺎﺒﻪ ﺫﻝﻙ ﻤﻥ ﻤﻌﻠﻭﻤﺎﺕ‬
‫ﺘﻔﻴﺩ ﺍﻝﺠﻬﺎﺕ ﺍﻝﺘﻲ ﺴﺘﻘﺩﻡ ﻋﺭﻭﻀﻬﺎ ﻝﻠﺘﻨﻔﻴﺫ‪.‬‬
‫ﻭﻜﻠﻤﺎ ﻜﺎﻨﺕ ﺍﻝﻤﻌﻠﻭﻤﺎﺕ ﺍﻝﺘﻲ ﺘﺘﻀﻤﻨﻬﺎ ﺇﻋﻼﻨﺎﺕ ﺍﻝﻌﻁﺎﺀﺍﺕ ﻭﺍﻓﻴﺔ ﻭﻜﺎﻤﻠﺔ‬
‫ﻜﻠﻤﺎ ﺴﺎﻋﺩ ﺫﻝﻙ ﺍﻝﺸﺭﻜﺎﺕ ﺍﻝﺭﺍﻏﺒﺔ ﻓﻲ ﺍﻝﺘﻨﻔﻴﺫ ﻋﻠﻰ ﺘﻘـﺩﻴﻡ ﻋﺭﻭﻀـﹰﺎ ﻤﻨﺎﺴـﺒﺔ‬
‫ﻭﻤﻼﺌﻤﺔ ﻤﻤﺎ ﻴﻭﻓﺭ ﻝﻬﺎ ﻓﺭﺼﺔ ﺭﺴﻭ ﺍﻝﻌﻁﺎﺀ ﻋﻠﻴﻬﺎ‪.‬‬
‫‪Copyright © 2017.‬‬
‫‪copyright law.‬‬

‫‪-٩٩-‬‬

‫‪EBSCO Publishing : eBook Arabic Collection Trial - printed on 4/4/2020 5:45 PM via MINISTÈRE DE L''EDUCATION‬‬
‫‪NATIONALE, DE LA FORMATION PROFESSIONNELLE‬‬
‫; ‪AN: 1945112‬‬ ‫;‪.‬‬
‫‪Account: ns063387‬‬
‫‪. All rights reserved. May not be reproduced in any form without permission from the publisher, except fair uses permitted under U.S. or applicable‬‬

‫ﻭﺘﺭﺘﺒﻁ ﺇﻋﻼﻨﺎﺕ ﺍﻝﻌﻁﺎﺀﺍﺕ ﺒﺤﺠﻡ ﺍﻝﻤﺸﺎﺭﻴﻊ ﺍﻝﻤﻨﻔﺫﺓ ﺩﺍﺨل ﺍﻝﺒﻼﺩ‪ ،‬ﻓﻜﻠﻤـﺎ‬

‫ﺃﺯﺩﺍﺩ ﺤﺠﻡ ﺘﻠﻙ ﺍﻹﻋﻼﻨﺎﺕ ﻜﺎﻥ ﺫﻝﻙ ﻤﺅﺸﺭﹰﺍ ﻋﻠﻰ ﺃﺯﺩﻴﺎﺩ ﻋﺩﺩ ﺍﻝﻤﺸﺎﺭﻴﻊ ﺍﻝﺘـﻲ‬
‫ﺴﻴﺠﺭﻯ ﺘﻨﻔﻴﺫﻫﺎ‪ ،‬ﻭﻫﻭ ﻤﺎ ﻴﻌﻜﺱ ﺃﺭﺘﻔﺎﻉ ﻭﺘﻴﺭﺓ ﺍﻝﺘﻨﻤﻴﺔ‪.‬‬
‫‪ ٢‬ـ ﺇﻋﻼﻨﺎﺕ ﺍﻝﺘﻭﻅﻴﻑ ‪:‬‬
‫ﻭﻫﻲ ﺘﻌﺩ ﻤﻥ ﺍﻹﻋﻼﻨﺎﺕ ﺍﻷﻜﺜﺭ ﺃﻫﻤﻴﺔ ﺒﺎﻝﻨﺴﺒﺔ ﻝﻠﺠﻤﻬﻭﺭ‪ ،‬ﻭﺒﺎﻝﺘﺎﻝﻲ ﻓـﺈﻥ‬
‫ﺍﻝﻤﺘﻠﻘﻲ ﻫﻨﺎ ﻫﻭ ﺍﻝﺫﻱ ﻴﺴﻌﻰ ﺇﻝﻰ ﺍﻹﻁﻼﻉ ﻋﻠﻰ ﺘﻠﻙ ﺍﻹﻋﻼﻨﺎﺕ ﻓﻲ ﺍﻝﺼـﺤﻑ‪،‬‬
‫ﻭﻓﻲ ﻭﺴﺎﺌل ﺍﻹﻋﻼﻥ ﺍﻝﻤﺨﺘﻠﻔﺔ‪ ،‬ﻓﻬﻲ ﺇﻋﻼﻨﺎﺕ ﺘﺘﻴﺢ ﻓﺭﺼﺎ ﻭﺨﻴﺎﺭﺍﺕ ﻝﻠﺒـﺎﺤﺜﻴﻥ‬
‫ﻋﻥ ﻋﻤل‪ ،‬ﻭﺘﺤﻴﻁﻬﻡ ﻋﻠﻤﺎ ﺒﻤﺎ ﻫﻭ ﻤﺘﻭﻓﺭ ﻓﻲ ﺴﻭﻕ ﺍﻝﻌﻤل ﻤﻥ ﻓﺭﺹ‪ ،‬ﻭﺒﺎﻝﺘﺎﻝﻲ‬
‫ﻓﺈﻥ ﻫﺫﻩ ﺍﻹﻋﻼﻨﺎﺕ ﻫﻲ ﺤﻠﻘﺔ ﻭﺼل ﻋﻠﻰ ﺩﺭﺠﺔ ﻜﺒﻴﺭﺓ ﻤﻥ ﺍﻷﻫﻤﻴﺔ ﻝﻜـل ﻤـﻥ‬
‫ﺍﻝﻤﻌﻠﻥ ﻭﺍﻝﻤﺘﻠﻘﻲ‪ ،‬ﻓﺒﺎﻝﻨﺴﺒﺔ ﻝﻠﻁﺭﻑ ﺍﻷﻭل ﻓﺈﻨﻬﺎ ﻭﺴﻴﻠﺔ ﺴﻬﻠﺔ ﻭﺴﺭﻴﻌﺔ ﻝﻠﻤﺅﺴﺴﺎﺕ‬
‫ﻭﺍﻝﻤﺼﺎﻝﺢ ﺍﻝﻤﺨﺘﻠﻔﺔ ﺘﻠﺒﻲ ﺍﺤﺘﻴﺎﺠﺎﺘﻬﺎ ﻤﻥ ﺍﻝﻭﻅﺎﺌﻑ ﺍﻝﻤﺘﻌﺩﺩﺓ‪ ،‬ﺃﻤﺎ ﺒﺎﻝﻨﺴﺒﺔ ﻝﻠﻁﺭﻑ‬
‫ﺍﻝﺜﺎﻨﻲ ﻓﺄﻨﻬﺎ ﺘﺘﻴﺢ ﻝﻪ ﻓﺭﺼﺔ ﺍﻝﺘﻌﺭﻑ ﻋﻠﻰ ﺍﻝﻭﻅﺎﺌﻑ ﺍﻝﺸﺎﻏﺭﺓ ﻓـﻲ ﺍﻝﺸـﺭﻜﺎﺕ‬
‫ﻭﺍﻝﻤﺅﺴﺴﺎﺕ ﻭﺍﻝﻤﺼﺎﻝﺢ ﺍﻝﻤﺨﺘﻠﻔﺔ ﺒﻤﺎ ﻴﻀﻊ ﺍﻤﺎﻤﻪ ﺨﻴﺎﺭﺍﺕ ﻤﺘﻌﺩﺩﺓ‪.‬‬
‫ﻭﻨﺴﺘﻁﻴﻊ ﺍﻝﻘﻭل ﺃﻥ ﻫﺫﻩ ﺍﻝﻨﻭﻋﻴﺔ ﻤﻥ ﺍﻹﻋﻼﻨﺎﺕ ﻴﻤﻜﻥ ﺃﻥ ﺘﻌﻜﺱ ﺤﺠـﻡ‬
‫ﺴﻭﻕ ﺍﻝﻌﻤل ﻓﻲ ﻤﺠﺘﻤﻊ ﻤﺎ‪ ،‬ﻓﻜﻠﻤﺎ ﺃﺭﺘﻔﻊ ﻤﺅﺸﺭ ﺇﻋﻼﻨﺎﺕ ﺍﻝﺘﻭﻅﻴﻑ ﺩل ﺫﻝﻙ ﻋﻠﻰ‬
‫ﺍﻨﺘﻌﺎﺵ ﺴﻭﻕ ﺍﻝﻌﻤل‪.‬‬
‫ﻭﻻﺒﺩ ﻤﻥ ﺍﻻﺸﺎﺭﺓ ﻫﻨﺎ ﺇﻝﻰ ﺃﻥ ﻫﻨﺎﻙ ﻨﻭﻋﺎﻥ ﻤﻥ ﺇﻋﻰﻨـﺎﺕ ﺍﻝﺘﻭﻅﻴـﻑ‪،‬‬
‫ﺍﻷﻭل ﻫﻭ ﺍﻝﺫﻱ ﺘﻌﺭﻀﻨﺎ ﺍﻝﻴﻪ‪ ،‬ﻭﻫﻭ ﺍﻝﻤﺘﻤﺜل ﻓﻲ ﺇﻋﻼﻨﺎﺕ ﺍﻝﺸﺭﻜﺎﺕ ﻭﺍﻝﻤﺅﺴﺴﺎﺕ‬
‫ﻭﺍﻝﺠﻬﺎﺕ ﺍﻝﻤﺨﺘﻠﻔﺔ ﺍﻝﺘﻲ ﻝﺩﻴﻬﺎ ﻤﻭﺍﻗﻊ ﻋﻤل ﺸﺎﻏﺭﺓ ﺘﺭﻏﺏ ﻓﻲ ﻤﻠﺌﻬﺎ‪ ،‬ﺃﻤﺎ ﺍﻝﻨـﻭﻉ‬
‫ﺍﻝﺜﺎﻨﻲ ﻓﻬﻲ ﺇﻋﻼﻨﺎﺕ ﻴﻘﻭﻡ ﺒﻨﺸﺭﻫﺎ ﺍﻝﺒﺎﺤﺜﻴﻥ ﻋﻥ ﻋﻤل ﻴﻭﻀﺤﻭﻥ ﻓﻴﻬﺎ ﻤﺅﻫﻼﺘﻬﻡ‬
‫ﻭﺘﺨﺼﺼﻬﻡ‪ ،‬ﻭﺨﺒﺭﺍﺘﻬﻡ ﺍﻝﻤﻬﻨﻴﺔ ﺍﻝﺴﺎﺒﻘﺔ‪ ،‬ﻭﺍﻝﻭﻅﺎﺌﻑ ﺍﻝﺘﻲ ﻴﺭﻏﺒﻭﻥ ﻓﻲ ﺍﻻﻝﺘﺤﺎﻕ‬
‫‪Copyright © 2017.‬‬
‫‪copyright law.‬‬

‫‪-١٠٠-‬‬

‫‪EBSCO Publishing : eBook Arabic Collection Trial - printed on 4/4/2020 5:47 PM via MINISTÈRE DE L''EDUCATION‬‬
‫‪NATIONALE, DE LA FORMATION PROFESSIONNELLE‬‬
‫; ‪AN: 1945112‬‬ ‫;‪.‬‬
‫‪Account: ns063387‬‬
‫‪. All rights reserved. May not be reproduced in any form without permission from the publisher, except fair uses permitted under U.S. or applicable‬‬

‫ﺒﻬﺎ‪ ،‬ﺒﻤﺎ ﻴﺘﻴﺢ ﻝﻠﺸﺭﻜﺎﺕ ﻭﺍﻝﺠﻬﺎﺕ ﺍﻝﻤﺨﺘﻠﻔﺔ ﺍﻻﺘﺼﺎل ﻤﺒﺎﺸﺭﺓ ﺒﺎﻝﻌﻨﺎﺼـﺭ ﺍﻝﺘـﻲ‬
‫ﺘﺭﻯ ﺃﻨﻬﺎ ﺘﻤﺘﻠﻙ ﺍﻝﻤﻭﺍﺼﺎﻓﺎﺕ ﻭﺍﻝﻤﺅﻫﻼﺕ ﺍﻝﻤﻁﻠﻭﺒﺔ ﻝﻠﻌﻤل ﻤﻌﻬﺎ‪.‬‬
‫‪ ٣‬ـ ﺇﻋﻼﻨﺎﺕ ﺍﻝﻤﺯﺍﺩﺍﺕ‪:‬‬
‫ﻭﻫﻲ ﻨﻭﻉ ﺃﺨﺭ ﻤﻥ ﺇﻋﻼﻨﺎﺕ ﺍﻷﻋﻤﺎل ﻴﺭﺘﺒﻁ ﺒﻘﻴـﺎﻡ ﺠﻬـﺔ ﺍﻋﺘﺒﺎﺭﻴـﺔ‪:‬‬
‫ﻤﺅﺴﺴﺔ ـ ﻤﺼﻠﺤﺔ ـ ﻫﻴﺌﺔ ـ ﻝﺠﻨﺔ ﺸﻌﺒﻴﺔ‪ ..‬ﺍﻝﺦ‪ ..‬ﺒﻨﺸﺭ ﺇﻋﻼﻥ ﺤﻭل ﻗﻴﺎﻤﻬـﺎ‬
‫ﺒﺒﻴﻊ ﻤﻌﺩﺍﺕ ﻤﻌﻴﻨﺔ ﻭﻓﻕ ﺁﻝﻴﺔ ﺍﻝﻤﺯﺍﺩ ﺍﻝﻌﻠﻨﻲ‪ ،‬ﺤﻴﺙ ﻴﺘﻡ ﻁﺭﺡ ﻤﺎ ﻫﻭ ﻤﻌـﺭﻭﺽ‬
‫ﻝﻠﺒﻴﻊ ﺃﻤﺎﻡ ﺍﻝﺭﺍﻏﺒﻴﻥ ﻓﻲ ﺍﻝﺸﺭﺍﺀ‪ ،‬ﺍﻝﺫﻴﻥ ﻴﺒﺩﺃ ﻜل ﻤﻨﻬﻡ ﺒﻌﺩ ﺫﻝﻙ ﻓﻲ ﻭﻀﻊ ﺴـﻌﺭ‬
‫ﻝﻤﺎ ﻴﺭﻏﺏ ﻓﻲ ﺃﻗﺘﻨﺎﺌﻪ‪ ،‬ﻭﻋﻨﺩ ﺃﻋﻠﻰ ﺴﻌﺭ ﺘﺘﻡ ﺍﻝﻤﻭﺍﻓﻘﺔ ﻋﻠﻰ ﺍﻝﺒﻴﻊ‪.‬‬
‫ﻭﻏﺎﻝﺒﺎ ﻤﺎ ﻴﻜﻭﻥ ﺍﻝﻤﻌﺭﻭﺽ ﻝﻠﺒﻴﻊ ﻤﻌـﺩﺍﺕ ﻭﺴـﻠﻊ ﻗﺩﻴﻤـﺔ ﻭﻤﺴـﺘﻌﻤﻠﺔ‪،‬‬
‫ﻜﺎﻝﺴﻴﺎﺭﺍﺕ‪ ،‬ﻭﺍﻝﻤﻌﺩﺍﺕ ﺍﻝﺼﻨﺎﻋﻴﺔ‪ ،‬ﻭﻤﺎ ﺇﻝﻰ ﺫﻝﻙ‪.‬‬
‫ﻭﺘﻭﻓﺭ ﻫﺫﻩ ﺍﻹﻋﻼﻨﺎﺕ ﻓﺭﺼﺔ ﻤﻼﺌﻤﺔ ﻝﻜل ﻤﻥ ﺍﻝﺒﺎﺌﻌﻴﻥ ﻭﺍﻝﻤﺸﺘﺭﻴﻥ‪ ،‬ﻓﻬﺫﻩ‬
‫ﺍﻝﺴﻠﻊ ﻏﺎﻝﺒﺎ ﻤﺎ ﻴﻜﻭﻥ ﻗﺩ ﻤﻀﻰ ﻋﻠﻰ ﺍﺴﺘﺨﺩﺍﻤﻬﺎ ﻭﻗﺕ ﻁﻭﻴـل‪ ،‬ﻭﺒﺎﻝﺘـﺎﻝﻲ ﻓـﻼ‬
‫ﺇﻤﻜﺎﻨﻴﺔ ﻝﺒﻴﻌﻬﺎ ﺍﻹ ﺒﻬﺫﻩ ﺍﻝﻁﺭﻴﻘﺔ ﺍﻝﺘﻲ ﺘﺘﻴﺢ ﻝﻠﺒﺎﺌﻊ ﺴﻭﻗﺎ ﻤﻼﺌﻤﺔ ﻝﺘﺼﺭﻴﻑ ﺘﻠـﻙ‬
‫ﺍﻝﺴﻠﻊ‪ ،‬ﺃﻤﺎ ﺍﻝﻤﺸﺘﺭﻱ ﻓﺈﻨﻪ ﻏﺎﻝﺒﺎ ﻤﺎ ﻴﺠﺩ ﻓﻲ ﺍﻝﻤﺯﺍﺩﺍﺕ ﺴﻭﻗﺎ ﻤﻼﺌﻤـﺔ ﻝﻠﺤﺼـﻭل‬
‫ﻋﻠﻰ ﺴﻠﻊ ﺒﺄﺴﻌﺎﺭ ﺭﺨﻴﺼﺔ‪.‬‬
‫ﻭﺒﺎﻝﺘﺎﻝﻲ ﻓﺈﻥ ﻫﺫﻩ ﺍﻹﻋﻼﻨﺎﺕ ﺘﺘﻴﺢ ﻓﺭﺼﺎ ﺠﺩﻴﺩﺓ ﻝﻠﻜﺜﻴـﺭﻴﻥ ﻤـﻥ ﺍﻝـﺫﻴﻥ‬
‫ﺘﻌﻭﺩﻭﺍ ﺍﻗﺘﻨﺎﺀ ﺍﻝﻜﺜﻴﺭ ﻤﻥ ﺍﻻﺸﻴﺎﺀ ﺍﻝﻤﺴﺘﻌﻤﻠﺔ ﺍﻝﺘﻲ ﻫﻲ ﻓﻲ ﺤﺎﻝﺔ ﺠﻴﺩﺓ ﻤﻥ ﺨـﻼل‬
‫ﺍﻝﻤﺯﺍﺩﺍﺕ ﺍﻝﻌﻠﻨﻴﺔ‪.‬‬
‫‪ ٤‬ـ ﺇﻋﻼﻨﺎﺕ ﺍﻝﺠﻤﻌﻴﺎﺕ ﺍﻝﻌﻤﻭﻤﻴﺔ ‪:‬‬
‫ﻭﻫﻲ ﺘﻠﻙ ﺍﻹﻋﻼﻨﺎﺕ ﺍﻝﺘﻲ ﻴﻜﻭﻥ ﻤﻀﻤﻭﻨﻬﺎ ﺩﻋﻭﺓ ﺃﻋﻀﺎﺀ ﺠﻤﻌﻴﺔ ﻋﻤﻭﻤﻴﺔ‬
‫ﻻﺤﺩﻯ ﺍﻝﺸﺭﻜﺎﺕ ﺃﻭ ﺍﻝﻤﺅﺴﺴﺎﺕ ﻝﻼﻨﻌﻘﺎﺩ ﻓﻲ ﻤﻭﻋﺩ ﻭﻤﻜﺎﻥ ﻤﺤـﺩﺩﻴﻥ‪ ،‬ﻝﻭﻀـﻊ‬
‫ﺍﻝﺴﻴﺎﺴﺎﺕ ﺍﻝﻌﺎﻤﺔ ﻝﺘﻠﻙ ﺍﻝﺸﺭﻜﺔ ﺃﻭ ﺍﻝﻤﺅﺴﺴﺔ‪ ،‬ﺃﻭ ﻝﻤﻨﺎﻗﺸﺔ ﻤﻴﺯﺍﻨﻴﺘﻬﺎ‪ ،‬ﺃﻭ ﺍﺨﺘﻴـﺎﺭ‬
‫‪Copyright © 2017.‬‬
‫‪copyright law.‬‬

‫‪-١٠١-‬‬

‫‪EBSCO Publishing : eBook Arabic Collection Trial - printed on 4/4/2020 5:47 PM via MINISTÈRE DE L''EDUCATION‬‬
‫‪NATIONALE, DE LA FORMATION PROFESSIONNELLE‬‬
‫; ‪AN: 1945112‬‬ ‫;‪.‬‬
‫‪Account: ns063387‬‬
‫‪. All rights reserved. May not be reproduced in any form without permission from the publisher, except fair uses permitted under U.S. or applicable‬‬

‫ﺭﺌﻴﺴﺎ ﻭﺃﻋﻀﺎﺀ ﻝﻬﺎ‪ ،‬ﺃﻭ ﻝﻤﻨﺎﻗﺸﺔ ﺃﻤﺭﺍ ﻤﻥ ﺍﻻﻤﻭﺭ ﺍﻝﻤﺘﻌﻠﻘﺔ ﺒﻬـﺎ ﻤـﻥ ﺨـﻼل‬
‫ﺠﻤﻌﻴﺘﻬﺎ ﺍﻝﻌﻤﻭﻤﻴﺔ‪.‬‬
‫ﻜﻤﺎ ﺘﺸﻤل ﻜﺫﻝﻙ ﺇﻋﻼﻨﺎﺕ ﺍﺸﻬﺎﺭ ﺍﻝﺸﺭﻜﺎﺕ‪ ،‬ﻭﺍﻝﺘﺸﺎﺭﻜﻴﺎﺕ‪ ،‬ﻭﺍﻝﻤﺅﺴﺴﺎﺕ‪،‬‬
‫ﺍﻝﺘﺠﺎﺭﻴﺔ ﻭﺍﻝﺨﺩﻤﻴﺔ ﺍﻝﺠﺩﻴﺩﺓ‪.‬‬
‫ﻭﻫﺫﻩ ﺍﻝﻨﻭﻋﻴﺔ ﻤﻥ ﺍﻹﻋﻼﻨﺎﺕ ﺘﺘﻭﺠﻪ ﺇﻝﻰ ﺠﻤﻬﻭﺭ ﻤﻌﻴﻥ‪ ،‬ﻭﺘﺨﺎﻁﺒﻪ ﺒﺸﻜل‬
‫ﻤﺒﺎﺸﺭ‪ ،‬ﻭﺒﻠﻐﺔ ﺃﺨﺒﺎﺭﻴﺔ‪.‬‬
‫ﻭﻤﻥ ﺍﻝﻤﺘﻭﻗﻊ ﺃﻥ ﺘﺘﺭﻙ ﻫﺫﻩ ﺍﻹﻋﻼﻨﺎﺕ ﺍﻨﻁﺒﺎﻋﺎ ﻤﻌﻴﻨﹰﺎ ﻝﺩﻯ ﺍﻝﻤﺘﻠﻘﻲ‪ ،‬ﻋـﻥ‬
‫ﺤﺠﻡ ﻨﺸﺎﻁ ﺍﻝﺸﺭﻜﺔ ﺃﻭ ﺍﻝﺠﻬﺔ ﺍﻝﻤﻌﻠﻨﺔ‪ ،‬ﻤﻤﺎ ﻴﺴﺎﻋﺩ ﻋﻠﻰ ﺨﻠﻕ ﺼﻭﺭﺓ ﺫﻫﻨﻴﺔ ﻋﻨﻬﺎ‬
‫ﻗﺩ ﺘﻜﻭﻥ ﺍﻴﺠﺎﺒﻴﺔ‪ ،‬ﺃﻭ ﺴﻠﺒﻴﺔ ﻭﻓﻕ ﻤﺎ ﺘﻭﺤﻲ ﺒﻪ ﺘﻠﻙ ﺍﻹﻋﻼﻨﺎﺕ ﻤﻥ ﻨﺠﺎﺡ ﻭﺘﻁﻭﺭ‪،‬‬
‫ﺃﻭ ﺍﺨﻔﺎﻕ ﻭﺘﺭﺍﺠﻊ‪.‬‬
‫‪Copyright © 2017.‬‬
‫‪copyright law.‬‬

‫‪-١٠٢-‬‬

‫‪EBSCO Publishing : eBook Arabic Collection Trial - printed on 4/4/2020 5:47 PM via MINISTÈRE DE L''EDUCATION‬‬
‫‪NATIONALE, DE LA FORMATION PROFESSIONNELLE‬‬
‫; ‪AN: 1945112‬‬ ‫;‪.‬‬
‫‪Account: ns063387‬‬
‫‪. All rights reserved. May not be reproduced in any form without permission from the publisher, except fair uses permitted under U.S. or applicable‬‬

‫ﺃﻨﻭﺍﻉ ﺍﻹﻋﻼﻨﺎﺕ ﻤﻥ ﺤﻴﺙ ﺍﻝﺸﻜل‬

‫ﻫﺫﺍ ﺍﻝﺘﻘﺴﻴﻡ ﻝﻺﻋﻼﻨﺎﺕ ﻴﺭﻜﺯ ﻋﻠـﻰ ﺸـﻜل ﺍﻹﻋـﻼﻥ ﺩﻭﻥ ﻤﻀـﻤﻭﻨﻪ‪،‬‬

‫ﻭﺒﺎﻝﺘﺎﻝﻲ ﻓﺈﻥ ﻤﺤﺘﻭﻯ ﺍﻹﻋﻼﻥ ﻝﻴﺴﻬﻭ ﺍﻝﻤﻌﻴﺎﺭ ﺍﻝﺫﻱ ﻋﻠﻰ ﻀﻭﺌﻪ ﻴﺘﻡ ﺘﺤﺩﻴﺩ ﻜـل‬
‫ﻨﻭﻉ ﻤﻥ ﺃﻨﻭﺍﻉ ﺍﻹﻋﻼﻨﺎﺕ ﻫﻨﺎ‪ ،‬ﻭﺍﻨﻤﺎ ﻴﺘﻡ ﺫﻝﻙ ﻭﻓﻕ ﺍﻝﻤﻅﻬﺭ ﺍﻝﺨﺎﺭﺠﻲ ﻝﻺﻋﻼﻥ‪،‬‬
‫ﺃﻱ ﻭﻓﻕ ﺍﻝﻘﻭﺍﻝﺏ ﺍﻝﻔﻨﻴﺔ ﺍﻝﺘﻲ ﺘﻭﻀﻊ ﻓﻴﻬـﺎ ﺍﻹﻋﻼﻨـﺎﺕ‪ ،‬ﻭﺃﺴـﻠﻭﺏ ﺍﺨﺭﺍﺠﻬـﺎ‬
‫ﻭﺘﺼﻤﻴﻤﻬﺎ‪ ،‬ﻭﺘﻘﺩﻴﻤﻬﺎ‪ ،‬ﻭﺍﻝﻤﺴﺎﺤﺎﺕ ﺍﻝﺘﻲ ﺘﺤﺘﻠﻬﺎ‪،‬‬
‫ﻭﻫﺫﺍ ﺍﻝﺘﻘﺴﻴﻡ ﺃﻜﺜﺭ ﻤﺎ ﻴﻨﻁﺒﻕ ﻋﻠـﻰ ﺇﻋﻼﻨـﺎﺕ ﺍﻝﺼـﺤﻑ‪" ،‬ﺍﻝﻤﺠـﻼﺕ‬
‫ﻭﺍﻝﺠﺭﺍﺌﺩ"‪ ،‬ﻭﺒﺎﻝﺘﺎﻝﻲ ﻓﺈﻥ ﺇﻋﻼﻨﺎﺕ ﺍﻝﻭﺴـﺎﺌل ﺍﻷﺨـﺭﻯ‪ ،‬ﻜﺎﻝﺴـﻴﻨﻤﺎ ﻭﺍﻝﺭﺍﺩﻴـﻭ‬
‫ﻭﺍﻝﺘﻠﻔﺯﻴﻭﻥ‪ ،‬ﻭﺍﻝﻁﺭﻕ‪ ..‬ﻭﻏﻴﺭﻫﺎ ﻻ ﻴﻨﻁﺒﻕ ﻋﻠﻴﻬﺎ ﻫﺫﺍ ﺍﻝﺘﺼﻨﻴﻑ‪ ،‬ﻓﺎﻝﺸﻜل ﺍﻝـﺫﻱ‬
‫ﻨﻌﻨﻴﻪ ﻫﻨﺎ ﻫﻭ ﺸﻜل ﺍﻹﻋﻼﻥ ﺍﻝﻤﻨﺸﻭﺭ ﻓﻲ ﻭﺴﺎﺌل ﺍﻹﻋﻼﻥ ﺍﻝﺼﺤﻔﻴﺔ‪.‬‬
‫)‪(٦‬‬
‫ﻭﺘﻨﻘﺴﻡ ﺍﻹﻋﻼﻨﺎﺕ ﻤﻥ ﺤﻴﺙ ﺍﻝﺸﻜل ﺇﻝﻰ ﺃﺭﺒﻌﺔ ﺃﻨﻭﺍﻉ ﻫﻲ‪:‬‬
‫‪ ١‬ـ ﺇﻋﻼﻨﺎﺕ ﺍﻝﻤﺴﺎﺤﺎﺕ‪.‬‬
‫‪ ٢‬ـ ﺍﻷﺒﻭﺍﺏ ﺍﻹﻋﻼﻨﻴﺔ ﺍﻝﺜﺎﺒﺘﺔ‪.‬‬
‫‪ ٣‬ـ ﺍﻹﻋﻼﻨﺎﺕ ﺍﻝﺘﺤﺭﻴﺭﻴﺔ‪.‬‬
‫‪ ٤‬ـ ﺍﻹﻋﻼﻨﺎﺕ ﺍﻝﻤﺠﻤﻌﺔ‪.‬‬
‫‪ ١‬ـ ﺇﻋﻼﻨﺎﺕ ﺍﻝﻤﺴﺎﺤﺎﺕ‪:‬‬
‫ﻭﻫﻲ ﻤﻥ ﺃﻜﺜﺭ ﺍﻹﻋﻼ ﻨﺎﺕ ﺃﻫﻤﻴﺔ ﺒﺎﻝﻨﺴﺒﺔ ﻝﻠﺼﺤﻑ‪ ،‬ﻨﻅﺭﹰﺍ ﻝﻜﻭﻨﻬﺎ ﺘﺤﺘـل‬
‫ﻤﺴﺎﺤﺎﺕ ﻜﺒﻴﺭﺓ‪ ،‬ﻭﺒﺎﻝﺘﺎﻝﻲ ﻓﺈﻨﻬﺎ ﺘﺸﻜل ﻤﺼـﺩﺭ ﺩﺨـل ﺭﺌﻴﺴـﻲ ﻝﻬـﺎ‪ ،‬ﻭﻫـﺫﻩ‬
‫ﺍﻹﻋﻼﻨﺎﺕ ﺘﺘﻭﺯﻉ ﻋﻠﻰ ﻤﺨﺘﻠﻑ ﺍﻝﺼﻔﺤﺎﺕ‪ ،‬ﻭﺘﻨﺸﺭ ﻓﻲ ﺍﻁﺎﺭﺍﺕ ﻭﺃﺸﻜﺎل ﻫﻨﺩﺴﻴﺔ‬
‫ﺘﻔﺼﻠﻬﺎ ﻋﻥ ﺍﻝﻤﻭﺍﺩ ﺍﻝﺘﺤﺭﻴﺭﻴﺔ‪ ،‬ﻭﺘﻤﻴﺯﻫﺎ ﻋﻨﻬﺎ‪.‬‬
‫‪Copyright © 2017.‬‬
‫‪copyright law.‬‬

‫‪-١٠٣-‬‬

‫‪EBSCO Publishing : eBook Arabic Collection Trial - printed on 4/4/2020 5:47 PM via MINISTÈRE DE L''EDUCATION‬‬
‫‪NATIONALE, DE LA FORMATION PROFESSIONNELLE‬‬
‫; ‪AN: 1945112‬‬ ‫;‪.‬‬
‫‪Account: ns063387‬‬
‫‪. All rights reserved. May not be reproduced in any form without permission from the publisher, except fair uses permitted under U.S. or applicable‬‬

‫ﻭﺇﻋﻼﻨﺎﺕ ﺍﻝﻤﺴﺎﺤﺔ ﻻ ﺘﺨﺘﺹ ﺒﻬﺎ ﺼﻔﺤﺔ ﻤﻌﻴﻨﺔ ﺩﻭﻥ ﻏﻴﺭﻫﺎ‪ ،‬ﻓﻬﻲ ﻗـﺩ‬
‫ﺘﻨﺸﺭ ﻓﻲ ﺍﻝﺼﻔﺤﺔ ﺍﻷﻭﻝﻰ‪ ،‬ﺃﻭ ﺼﻔﺤﺘﺎ ﺍﻝﻭﺴﻁ‪ ،‬ﺃﻭ ﺍﻷﺨﻴـﺭﺓ‪ ،‬ﺃﻭ ﻏﻴﺭﻫـﺎ ﻤـﻥ‬
‫ﺍﻝﺼﻔﺤﺎﺕ ﺍﻝﺩﺍﺨﻠﻴﺔ‪ ،‬ﻭﻗﺩ ﺘﺤﺘل ﺭﺒﻊ ﺃﻭ ﺜﻠﺙ ﺃﻭ ﻨﺼﻑ ﺼﻔﺤﺔ‪ ،‬ﻭﺃﺤﻴﺎﻨﺎ ﺼـﻔﺤﺔ‬
‫ﺒﻜﺎﻤﻠﻬﺎ‪ ،‬ﺍﻻ ﺃﻥ ﺴﻌﺭ ﺍﻝﻤﺴﺎﺤﺔ ﻴﺨﺘﻠﻑ ﻤﻥ ﺼﻔﺤﺔ ﺇﻝﻰ ﺍﺨـﺭﻯ ﻭﻓـﻕ ﺃﻫﻤﻴـﺔ‬
‫ﻤﻭﻗﻌﻬﺎ‪.‬‬
‫ﻭﺘﺘﺤﺩﺩ ﺍﻝﻤﺴﺎﺠﺔ ﻫﻨﺎ ﺒﺎﻝﺴﻨﺘﻴﻤﺘﺭ ﺍﻝﻌﻤﻭﺩ‪ ،‬ﻓﺎﻝﺼﺤﻑ ﺍﻝﻨﺼﻔﻴﺔ "ﺍﻝﺘﺎﺒﻠﻭﻴـﺩ"‬
‫ﺘﺤﺘﻭﻱ ﺨﻤﺴﺔ ﺃﻋﻤﺩﺓ‪ ،‬ﻓﻲ ﺤﻴﻥ ﺘﺘﻜﻭﻥ ﺍﻝﺼﺤﻑ ﺫﺍﺕ ﺍﻝﺤﺠﻡ ﺍﻝﻌﺎﺩﻱ ﻤﻥ ﺜﻤـﺎﻥ‬
‫ﺃﻋﻤﺩﺓ‪.‬‬
‫ﻭﺘﺴﺘﺨﺩﻡ ﻓﻲ ﻫﺫﻩ ﺍﻝﻨﻭﻋﻴﺔ ﻤﻥ ﺍﻹﻋﻼﻨﺎﺕ ﺍﻝﻌﺩﻴﺩ ﻤﻥ ﻭﺴـﺎﺌل ﺍﻻﺒـﺭﺍﺯ‬
‫ﻜﺎﻝﺼﻭﺭ‪ ،‬ﻭﺍﻝﺭﺴﻭﻡ‪ ،‬ﻭﺍﻻﻝﻭﺍﻥ‪ ،‬ﻭﺍﻻﺒﻨﺎﻁ ﺍﻝﻜﺒﻴﺭﺓ‪ ،‬ﻭﻏﻴﺭﻫﺎ ﻤﻥ ﺍﻻﺴﺎﻝﻴﺏ ﺍﻝﻔﻨﻴـﺔ‬
‫ﺍﻝﺘﻲ ﺘﻬﺩﻑ ﺇﻝﻰ ﺇﺒﺭﺍﺯ ﺍﻹﻋﻼﻥ‪ ،‬ﻭﻫﻭ ﻤﺎ ﻴﺠﻌﻠﻬﺎ ﺘﺤﺘل ﻤﺴﺎﺤﺎﺕ ﻜﺒﻴﺭﺓ‪ ،‬ﻭﻝـﺫﻝﻙ‬
‫ﻴﻁﻠﻕ ﻋﻠﻴﻬﺎ ﺇﻋﻼﻨﺎﺕ ﺍﻝﻤﺴﺎﺤﺎﺕ‪.‬‬
‫‪ ٢‬ـ ﺍﻻﺒﻭﺍﺏ ﺍﻹﻋﻼﻨﻴﺔ ﺍﻝﺜﺎﺒﺘﺔ ‪:‬‬
‫ﻭﻫﻲ ﻨﻭﻉ ﻤﻥ ﺍﻹﻋﻼﻨﺎﺕ ﻴﺘﻤﻴﺯ ﺒﺎﻝﺜﺒﺎﺕ ﻭﺘﻜﺭﺍﺭ ﺍﻝﻨﺸﺭ ﺒﺸﻜل ﻴﻭﻤﻲ‪ ،‬ﺃﻭ‬
‫ﺍﺴﺒﻭﻋﻲ‪ ،‬ﺤﺴﺏ ﺩﻭﺭﻴﺔ ﺼﺩﻭﺭ ﺍﻝﻤﻁﺒﻭﻋﺔ‪ ،‬ﻜﻤﺎ ﺃﻥ ﻝﻬﺎ ﻤﺴﺎﺤﺎﺕ ﻤﺤﺩﺩﺓ ﻭﺜﺎﺒﺘﺔ‪،‬‬
‫ﻭﺘﻨﺸﺭ ﻓﻲ ﺼﻔﺤﺎﺕ ﻤﺤﺩﺩﺓ ﺍﻴﻀﹰﺎ ﻻ ﺘﺘﻐﻴـﺭ ﻏﺎﻝﺒـﺎﹰ‪ ،‬ﻭﺘﺠﻤـﻊ ﻭﺘﻨﺸـﺭ ﻭﻓﻘـﹰﺎ‬
‫ﻝﻤﻭﻀﻭﻋﻬﺎ ﻓﻲ ﺸﻜل ﺍﺨﺭﺍﺠﻲ ﻭﺍﺤﺩ ﻻ ﻴﻜﺎﺩ ﻴﻤﻴﺯﻫﺎ ﻋـﻥ ﺒﻌﻀـﻬﺎ ﺍﻝـﺒﻌﺽ‪،‬‬
‫ﻭﺘﺨﺼﺹ ﻝﻬﺎ ﺼﻔﺤﺎﺕ ﻤﻌﺭﻭﻓﺔ‪ ،‬ﻤﻤﺎ ﻴﺠﻌل ﺍﻝﻘﺎﺭﻱﺀ ﻴﺘﺠﻪ ﺍﻝﻴﻬﺎ ﻤﺒﺎﺸﺭﺓ ﻭﻓﻘـﹰﺎ‬
‫ﻻﺤﺘﻴﺎﺠﺎﺘﻪ ﻭﻤﻴﻭﻝﻪ‪ ،‬ﻭﻻ ﺘﺴﺘﺨﺩﻡ ﻓﻲ ﻫﺫﻩ ﺍﻝﻨﻭﻋﻴـﺔ ﻤـﻥ ﺍﻹﻋﻼﻨـﺎﺕ ﻭﺴـﺎﺌل‬
‫ﺍﻻﺒﺭﺍﺯ‪ ،‬ﻓﺎﻝﻤﺘﻠﻘﻲ ﻫﻨﺎ ﻫﻭ ﺍﻝﺫﻱ ﻴﺒﺤﺙ ﻋﻥ ﻫﺫﻩ ﺍﻹﻋﻼﻨﺎﺕ‪ ،‬ﻭﻝﻴﺱ ﺍﻝﻌﻜﺱ‪.‬‬
‫ﻭﺘﺼﻨﻑ ﻫﺫﻩ ﺍﻹﻋﻼﻨﺎﺕ ﺘﺤﺕ ﻋﻨﺎﻭﻴﻥ ﻤﺤﺩﺩﺓ ﻭﻤﺒﺎﺸﺭﺓ ﻝﺘﺴﻬﻴل ﻋﻤﻠﻴـﺔ‬
‫ﺘﻌﺭﻑ ﺍﻝﻘﺎﺭﻱﺀ ﻋﻠﻴﻬﺎ‪.‬‬
‫‪Copyright © 2017.‬‬
‫‪copyright law.‬‬

‫‪-١٠٤-‬‬

‫‪EBSCO Publishing : eBook Arabic Collection Trial - printed on 4/4/2020 5:47 PM via MINISTÈRE DE L''EDUCATION‬‬
‫‪NATIONALE, DE LA FORMATION PROFESSIONNELLE‬‬
‫; ‪AN: 1945112‬‬ ‫;‪.‬‬
‫‪Account: ns063387‬‬
‫‪. All rights reserved. May not be reproduced in any form without permission from the publisher, except fair uses permitted under U.S. or applicable‬‬

‫ﻭﺘﺘﺴﻡ ﺍﻷﺒﻭﺍﺏ ﺍﻹﻋﻼﻨﻴﺔ ﺍﻝﺜﺎﺒﺘﺔ ﺒﺠﻤﻴﻊ ﺃﻨﻭﻋﻬﺎ ﺒﺄﻥ ﻝﻬﺎ ﻁﺎﺒﻌﹰﺎ ﺍﺨﺒﺎﺭﻴـﹰﺎ‬
‫ﻭﺍﻋﻼﻤﻴﹰﺎ ﻫﺎﻤﺎﹰ‪ ،‬ﻭﻫﻭ ﻤﺎ ﻴﻀﻌﻬﺎ ﻀﻤﻥ ﻋﻭﺍﻤل ﺘﻤﻴﺯ ﺃﻭ ﺘﻔﻀﻴل ﺍﻝﺠﺭﻴـﺩﺓ ﻤـﻥ‬
‫ﻭﺠﻬﺔ ﻨﻅﺭ ﺍﻝﻘﺭﺍﺀ‪ ،‬ﻭﺒﺎﻝﺘﺎﻝﻲ ﻓﻬﻲ ﻗﺩ ﺘﺴﺎﻋﺩ ﺒﺸﻜل ﻤﺒﺎﺸﺭ ﻓﻲ ﺯﻴـﺎﺩﺓ ﺘﻭﺯﻴـﻊ‬
‫ﺍﻝﺠﺭﻴﺩﺓ‪ ،‬ﺃﺫ ﺃﻥ ﻨﺴﺒﺔ ﻏﻴﺭ ﻗﻠﻴﻠﺔ ﻤﻥ ﺍﻝﻘﺭﺍﺀ ﺘﺤﺭﺹ ﻋﻠﻰ ﻗﺭﺍﺀﺓ ﻫﺫﻩ ﺍﻷﺒـﻭﺍﺏ‬
‫ﺍﻹﻋﻼﻨﻴﺔ ـ ﻝﻼﺴﺘﻔﺎﺩﺓ ﻤﻥ ﻁﺒﻴﻌﺘﻬﺎ ﺍﻻﺨﺒﺎﺭﻴﺔ ـ ﻭﺒﺩﺭﺠﺔ ﻤﻥ ﺍﻻﻫﺘﻤﺎﻡ ﻻ ﺘﻘـل‬
‫)‪(٧‬‬
‫ﻋﻥ ﺒﻌﺽ ﺍﻝﻤﻭﺍﺩ ﺍﻝﺘﺤﺭﻴﺭﻴﺔ ﻓﻲ ﺍﻝﺠﺭﻴﺩﺓ‪.‬‬
‫ﻭﺘﻨﻘﺴﻡ ﻫﺫﻩ ﺍﻹﻋﻼﻨﺎﺕ ﺇﻝﻰ ﻋﺩﺓ ﺃﻨﻭﺍﻉ‪ ،‬ﻭﺫﻝﻙ ﻜﺎﻝﺘﺎﻝﻲ‪:‬‬
‫ﺍ ـ ﺍﻹﻋﻼﻨﺎﺕ ﺍﻝﻤﺒﻭﺒﺔ‪:‬‬
‫ﻭﻫﻲ ﻜﻤﺎ ﻴﻔﻬﻡ ﻤﻥ ﺃﺴﻤﻬﺎ ﺇﻋﻼﻨﺎﺕ ﻴﺘﻡ ﺘﺒﻭﻴﺒﻬﺎ ﻭﻓﻘﹰﺎ ﻝﻤﻭﻀﻭﻋﻬﺎ‪ ،‬ﻭﻴﺤﺘل‬
‫ﻜل ﺇﻋﻼﻥ ﻓﻲ ﺍﻁﺎﺭﻫﺎ ﻨﻔﺱ ﺍﻝﻤﺴﺎﺤﺔ ﺘﻘﺭﻴﺒﺎﹰ‪ ،‬ﻭﻤﻥ ﺫﻝﻙ ﺇﻋﻼﻨﺎﺕ ﺒﻴﻊ ﺍﻝﻌﻘﺎﺭﺍﺕ‪،‬‬
‫ﻜﺎﻝﺸﻘﻕ ﺍﻝﺴﻜﻨﻴﺔ‪ ،‬ﻭﺍﻝﻔﻠل‪ ،‬ﻭﺍﻷﺭﺍﻀـﻲ‪ ،‬ﻭﺍﻝﻤـﺯﺍﺭﻉ‪ ،‬ﺃﻭ ﺘﺄﺠﻴﺭﻫـﺎ‪ ،‬ﺃﻭ ﺒﻴـﻊ‬
‫ﺍﻝﺴﻴﺎﺭﺍﺕ ﺍﻝﻤﺴﺘﻌﻤﻠﺔ‪ ،‬ﻭﻤﺎ ﺇﻝﻰ ﺫﻝﻙ‪ ..‬ﺤﻴﺙ ﺘﻭﻀﻊ ﺘﺤﺕ ﻋﻨﺎﻭﻴﻥ ﻤﺜل‪ :‬ﻋﻘﺎﺭﺍﺕ‬
‫ـ ﺴﻴﺎﺭﺍﺕ ـ ﻝﻼﻴﺠﺎﺭ ـ ﻝﻠﺒﻴﻊ‪..‬ﺍﻝﺦ‪.‬‬
‫ﺏ ـ ﺇﻋﻼﻨﺎﺕ ﺍﻻﺩﻝﺔ‪:‬‬
‫ﺘﺘﻤﻴﺯ ﻫﺫﻩ ﺍﻝﻨﻭﻋﻴﺔ ﻤﻥ ﺍﻹﻋﻼﻨﺎﺕ ﺒﺎﻝﺜﺒﺎﺕ ﺍﻝﻨﺴﺒﻲ‪ ،‬ﻭﺘﻜﺭﺍﺭ ﺍﻝﻨﺸﺭ ﻝﻔﺘـﺭﺓ‬
‫ﺯﻤﻨﻴﺔ ﻁﻭﻴﻠﺔ ﻨﺴﺒﻴﹰﺎ ﻗﺩ ﺘﻤﺘﺩ ﻝﺒﻀﻌﺔ ﺃﺸﻬﺭ‪ ،‬ﻭﻫﻲ ﺒﺫﻝﻙ ﺘﻘﺘﺭﺏ ﻤـﻥ ﺇﻋﻼﻨـﺎﺕ‬
‫ﺍﻝﻤﺴﺎﺤﺔ‪ ،‬ﻭﻫﺫﻩ ﺍﻹﻋﻼﻨﺎﺕ ﻋﺒﺎﺭﺓ ﺍﺩﻝﺔ ﻤﻌﻴﻨﺔ ﺘﻬﻡ ﺍﻝﻘﺭﺍﺀ‪ ،‬ﻭﻤـﻥ ﺫﻝـﻙ ﺩﻝﻴـل‬
‫ﺍﻝﻤﺴﺭﺡ ﺍﻝﺫﻱ ﻴﻘﺩﻡ ﺃﻫﻡ ﺍﻝﻤﺴﺭﺤﻴﺎﺕ ﺍﻝﻤﻌﺭﻭﻀﺔ‪ ،‬ﻭﺃﻤﺎﻜﻥ ﻋﺭﻀﻬﺎ‪ ،‬ﻭﻤﻌﻠﻭﻤﺎﺕ‬
‫ﻋﻥ ﻜل ﻤﺴﺭﺤﻴﺔ‪ ،‬ﻤﻥ ﺤﻴﺙ ﺘﻭﻗﻴﺕ ﻋﺭﻀﻬﺎ‪ ،‬ﻭﻤﻤﺜﻠﻴﻬﺎ‪ ،‬ﻭﺍﺴـﻌﺎﺭ ﺍﻝـﺩﺨﻭل‪،‬‬
‫ﻭﺩﻝﻴل ﺍﻝﺴﻴﻨﻤﺎ‪ ،‬ﺍﻝﺫﻱ ﺘﻨﺸﺭ ﻓﻴﻪ ﻋﻨﺎﻭﻴﻥ ﺃﻫﻡ ﺍﻻﻓﻼﻡ ﺍﻝﺘﻲ ﺘﻘﺩﻤﻬﺎ ﺩﻭﺭ ﺍﻝﻌـﺭﺽ‬
‫ﺍﻝﻤﺨﺘﻠﻔﺔ‪ ،‬ﻭﺩﻝﻴل ﺍﻝﻤﻁﺎﻋﻡ‪ ،‬ﻭﺩﻝﻴل ﺍﻝﻔﻨﺎﺩﻕ‪ ،‬ﻭﺩﻝﻴل ﺍﻝﺴﻬﺭﺍﺕ‪ ،‬ﻭﺩﻝﻴـل ﺸـﺭﻜﺎﺕ‬
‫ﺍﻝﻨﻘل ﺍﻝﺠﻭﻱ‪ ،‬ﻭﺩﻝﻴل ﺍﻝﻘﺭﻯ ﺍﻝﺴﻴﺎﺤﻴﺔ‪ ،‬ﻭﺍﻝﻤﻨﺘﺯﻫﺎﺕ‪ ..‬ﻭﻜل ﻫﺫﻩ ﺍﻻﺩﻝـﺔ ﺘﻨﺸـﺭ‬
‫‪Copyright © 2017.‬‬
‫‪copyright law.‬‬

‫‪-١٠٥-‬‬

‫‪EBSCO Publishing : eBook Arabic Collection Trial - printed on 4/4/2020 5:47 PM via MINISTÈRE DE L''EDUCATION‬‬
‫‪NATIONALE, DE LA FORMATION PROFESSIONNELLE‬‬
‫; ‪AN: 1945112‬‬ ‫;‪.‬‬
‫‪Account: ns063387‬‬
‫‪. All rights reserved. May not be reproduced in any form without permission from the publisher, except fair uses permitted under U.S. or applicable‬‬

‫ﻋﺎﺩﺓ ﻓﻲ ﻤﻭﺍﻗﻊ ﻤﺤﺩﺩﺓ ﻭﺜﺎﺒﺘﺔ ﻤﻥ ﺍﻝﺼﺤﻴﻔﺔ ﻤﻤﺎ ﻴﺴﻬل ﺍﻻﻁـﻼﻉ ﻋﻠﻴﻬـﺎ ﻤـﻥ‬
‫ﺠﺎﻨﺏ ﺍﻝﻘﺭﺍﺀ‪.‬‬
‫ﻭﻴﺴﺘﺨﺩﻡ ﺒﻌﺽ ﻫﺫﻩ ﺍﻹﻋﻼﻨﺎﺕ ﺍﻝﺼﻭﺭ ﻭﺍﻝﺭﺴﻭﻡ‪ ،‬ﻭﻏﻴﺭﻫﺎ ﻤﻥ ﺃﺴـﺎﻝﻴﺏ‬
‫ﺍﻻﺒﺭﺍﺯ‪.‬‬
‫ﺝ ـ ﺇﻋﻼﻨﺎﺕ ﺍﻝﻤﺠﺘﻤﻊ‪:‬‬
‫ﻭﻫﻲ ﻨﻭﻉ ﻤﻥ ﺍﻹﻋﻼﻨﺎﺕ ﺍﻝﻔﺭﺩﻴﺔ ﺃﻭ ﺍﻝﺸﺨﺼﻴﺔ ﺫﺍﺕ ﺍﻝﻁﺎﺒﻊ ﺍﻻﺠﺘﻤﺎﻋﻲ‪،‬‬
‫ﻭﺍﻝﺘﻲ ﺘﺨﺘﺹ ﺒﻤﻭﻀﻭﻋﺎﺕ ﻗﺭﻴﺒﺔ ﻤﻥ ﺒﻌﻀـﻬﺎ ﺘﻬـﺘﻡ ﺒﺎﻝﺸـﺄﻥ ﺍﻻﺠﺘﻤـﺎﻋﻲ‪،‬‬
‫ﻜﺈﻋﻼﻨﺎﺕ ﺍﻝﺨﻁﻭﺒﺔ ﻭﻋﻘﺩ ﺍﻝﻘﺭﻥ ﻭﺍﻝﺯﻭﺍﺝ‪ ،‬ﻭﺇﻋﻼﻨﺎﺕ ﺍﻝﺘﻬﺎﻨﻲ ﺴﻭﺍﺀ ﺒﺎﻝﻨﺠﺎﺡ ﻓﻲ‬
‫ﺍﻝﺩﺭﺍﺴﺔ‪ ،‬ﺃﻭ ﻨﺠﺎﺡ ﻋﻤﻠﻴﺔ ﺠﺭﺍﺤﻴﺔ‪ ،‬ﺃﻭ ﺍﻝﺘﻬﻨﺌﺔ ﺒﺎﻝﺯﻭﺍﺝ‪ ،‬ﺃﻭ ﺒﺘﺭﻗﻴﺔ ﻭﻅﻴﻔﻴـﺔ‪ ،‬ﺃﻭ‬
‫ﺘﻘﺩﻴﻡ ﺍﻝﺸﻜﺭ ﻝﺠﻬﺔ ﻤﺎ‪ ،‬ﺃﻭ ﻤﺅﺴﺴﺔ ﻝﺘﻘﺩﻴﻤﻬﺎ ﺍﻝﻌﻭﻥ ﻭﺍﻝﻤﺴﺎﻋﺩﺓ ﻓﻲ ﺃﻤﺭ ﻤﺎ‪.‬‬
‫ﺩ ـ ﺇﻋﻼﻨﺎﺕ ﺍﻝﻭﻓﻴﺎﺕ ‪:‬‬
‫ﻭﻫﻲ ﺃﻴﻀﹰﺎ ﺇﻋﻼﻨﺎﺕ ﺫﺍﺕ ﻁﺎﺒﻊ ﺍﺠﺘﻤﺎﻋﻲ‪ ،‬ﻝﻜﻨﻬﺎ ﺘﻨﺸﺭ ﻓﻲ ﺃﻤﺎﻜﻥ ﻏﻴـﺭ‬
‫ﺘﻠﻙ ﺍﻝﺘﻲ ﺘﻨﺸﺭ ﻓﻴﻬﺎ ﺇﻋﻼﻨﺎﺕ ﺍﻝﻤﺠﺘﻤﻊ ﺍﻝﺴﺎﻝﻔﺔ ﺍﻝﺫﻜﺭ‪ ،‬ﻨﻅ ‪‬ﺭ ﻻﺨﺘﻼﻑ ﺍﻝﻤﻭﻀﻭﻉ‬
‫ﻭﺍﻝﻬﺩﻑ‪ ،‬ﺍﺫ ﻻ ﻴﺠﻭﺯ ﻤﻨﻁﻘﻴﹰﺎ ﻨﺸﺭ ﺇﻋﻼﻨﺎﺕ ﺍﻝﻨﻌﻲ ﻭﺍﻝﺘﻌﺎﺯﻱ ﺇﻝﻰ ﺠﺎﻨﺏ ﺇﻋﻼﻨﺎﺕ‬
‫ﺍﻝﺯﻭﺍﺝ ﻭﺍﻷﻓﺭﺍﺡ ﻤﺭﺍﻋﺎﺓ ﻝﻤﺸﺎﻋﺭ ﺍﻝﻘﺭﺍﺀ‪ ،‬ﻭﻝﺫﻝﻙ ﺘﺨﺼﺹ ﻹﻋﻼﻨﺎﺕ ﺍﻝﻭﻓﻴـﺎﺕ‬
‫ﺼﻔﺤﺎﺕ ﺨﺎﺼﺔ‪.‬‬
‫ﻭﻨﻅﺭﹰﺍ ﻝﻁﺒﻴﻌﺔ ﻫﺫﻩ ﺍﻹﻋﻼﻨﺎﺕ ﺍﻝﺘﻲ ﻻ ﺘﺤﺘﻤل ﺍﻝﺘﺄﺠﻴل ﻓﺈﻨﻬﺎ ﺘﻨﺸﺭ ﻋـﺎﺩﺓ‬
‫ﻋﻠﻰ ﺃﻗﺼﻰ ﺍﻝﺴﺭﻋﺔ‪ ،‬ﻭﻻ ﻴﺘﻡ ﺘﺄﺠﻴﻠﻬﺎ ﺇﻝﻰ ﺃﻋﺩﺍﺩ ﻻﺤﻘﺔ‪ ،‬ﺨﺎﺼﺔ ﺘﻠﻙ ﺍﻝﺘﻲ ﺘﻌﻠﻥ‬
‫ﻋﻥ ﺤﺎﻝﺔ ﺍﻝﻭﻓﺎﺓ‪ ،‬ﻭﺘﺤﺩﺩ ﻤﻜﺎﻥ ﻭﺯﻤﺎﻥ ﻤﺭﺍﺴـﻡ ﺘﺸـﻴﻴﻊ ﺍﻝﺠﻨـﺎﺯﺓ‪ ،‬ﺃﻤـﺎ ﺘﻠـﻙ‬
‫ﺍﻹﻋﻼﻨﺎﺕ ﺍﻝﻤﺘﻌﻠﻘﺔ ﺒﺎﻝﻤﺸﺎﻁﺭﺓ ﻓﻲ ﺍﻻﺤﺯﺍﻥ ﻭﺘﻘﺩﻴﻡ ﺍﻝﺘﻌﺎﺯﻱ ﻤﻥ ﻗﺒل ﺃﺼـﺩﻗﺎﺀ‬
‫ﻭﻤﻌﺎﺭﻑ ﻭﺯﻤﻼﺀ ﺍﻝﻤﺘﻭﻓﻲ ﺇﻝﻰ ﺃﻫﻠﻪ ﻭﺫﻭﻴﻪ ﻓﻼ ﺒـﺄﺱ ﺃﻥ ﺠـﺎﺀﺕ ﻤﺘـﺄﺨﺭﺓ‪،‬‬
‫ﻭﻨﺸﺭﺕ ﻓﻲ ﺃﻋﺩﺍﺩ ﻻﺤﻘﺔ‪ ،‬ﻤﻊ ﺘﻔﻀﻴل ﻨﺸﺭﻫﺎ ﻋﻘﺏ ﺤﺩﻭﺙ ﺍﻝﻭﻓﺎﺓ ﻤﺒﺎﺸﺭﺓ‪.‬‬
‫‪Copyright © 2017.‬‬
‫‪copyright law.‬‬

‫‪-١٠٦-‬‬

‫‪EBSCO Publishing : eBook Arabic Collection Trial - printed on 4/4/2020 5:47 PM via MINISTÈRE DE L''EDUCATION‬‬
‫‪NATIONALE, DE LA FORMATION PROFESSIONNELLE‬‬
‫; ‪AN: 1945112‬‬ ‫;‪.‬‬
‫‪Account: ns063387‬‬
‫‪. All rights reserved. May not be reproduced in any form without permission from the publisher, except fair uses permitted under U.S. or applicable‬‬

‫ﻭﺘﻌﻜﺱ ﻜل ﻤﻥ ﺇﻋﻼﻨﺎﺕ ﺍﻝﻤﺠﺘﻤﻊ ﻭﺇﻋﻼﻨﺎﺕ ﺍﻝﻭﻓﻴﺎﺕ ﺤﺠـﻡ ﺍﻝﺘﻭﺍﺼـل‬

‫ﺍﻻﺠﺘﻤﺎﻋﻲ ﺍﻝﺫﻱ ﺘﻭﻓﺭﻩ ﺍﻝﺼﺤﺎﻓﺔ‪ ،‬ﻓﻬﻲ ﺘﺘﻴﺢ ﻓﺭﺼﺔ ﺍﻝﻤﺸﺎﺭﻜﺔ ﻓـﻲ ﺍﻷﻓـﺭﺍﺡ‬
‫ﻭﺍﻻﺤﺯﺍﻥ ﻝﻼﺸﺨﺎﺹ ﺍﻝﺫﻴﻥ ﺭﺒﻤﺎ ﻝﻡ ﺘﻤﻜﻨﻬﻡ ﺍﻝﻅﺭﻭﻑ ﻤﻥ ﺍﻝﺤﻀﻭﺭ ﺍﻝﺸﺨﺼـﻲ‬
‫ﻝﻠﺘﻬﻨﺌﺔ‪ ،‬ﺃﻭ ﺍﻝﺘﻌﺯﻴﺔ‪ ..‬ﻭﻫﻭ ﻤﺎ ﻴﻘﻭﺩﻨﺎ ﺇﻝﻰ ﻁﺭﺡ ﻓﻜـﺭﺓ ﺃﻥ ﻭﺴـﺎﺌل ﺍﻻﺘﺼـﺎل‬
‫ﺍﻝﺠﻤﺎﻫﻴﺭﻱ ﻝﻴﺴﺕ ﻤﺠﺭﺩ ﺍﻤﺘﺩﺍﺩ ﻝﺤﻭﺍﺴﻨﺎ ﻜﻤﺎ ﻴﺭﻯ ﻤﺎﺭﺸﺎل ﻤﺎﻜﻠﻭﻫﺎﻭﻥ ﻭﻝﻜـﻥ‬
‫ﺃﻴﻀﺎ ﻫﻲ ﺃﻤﺘﺩﺍﺩ ﻻﺤﺎﺴﻴﺴﻨﺎ ﻭﻤﺸﺎﻋﺭﻨﺎ ﺍﻴﻀﺎ‪ ،‬ﺍﺫ ﻤﻥ ﺨﻼل ﻫﺫﻩ ﺍﻝﻭﺴﺎﺌل ﻨﻘـﻭﻡ‬
‫ﺒﻨﻘل ﻤﺸﺎﻋﺭﻨﺎ ﻭﺍﺤﺎﺴﻴﺴﻨﺎ‪ ،‬ﻭﻨﺘﻤﻜﻥ ﻤﻥ ﻤﺸـﺎﻁﺭﺓ ﺍﻻﺨـﺭﻴﻥ ﻓـﻲ ﺍﻝﻅـﺭﻭﻑ‬
‫ﺍﻻﺠﺘﻤﺎﻋﻴﺔ ﺍﻝﺘﻲ ﻴﻌﻴﺸﻭﻨﻬﺎ‪.‬‬

‫‪ ٣‬ـ ﺍﻹﻋﻼﻨﺎﺕ ﺍﻝﺘﺤﺭﻴﺭﻴﺔ ‪:‬‬

‫ﻫﺫﻩ ﺍﻝﻨﻭﻋﻴﺔ ﻤﻥ ﺍﻹﻋﻼﻨﺎﺕ ﻻ ﺘﺘﺨﺫ ﺸﻜل ﺍﻝﻤﺎﺩﺓ ﺍﻹﻋﻼﻨﻴـﺔ ﺍﻝﻤﺘﻌـﺎﺭﻑ‬
‫ﻋﻠﻴﻬﺎ‪ ،‬ﻭﺃﻨﻤﺎ ﺘﺼﺎﻍ ﻭﺘﻨﺸﺭ ﻜﺄﻱ ﻤﺎﺩﺓ ﺘﺤﺭﻴﺭﻴﺔ ﺃﺨﺭﻯ‪ ،‬ﻭﻓﻲ ﻜﺜﻴﺭ ﻤﻥ ﺍﻷﺤﻴﺎﻥ‬
‫ﺘﺨﺘﻠﻁ ﻤﻌﻬﺎ‪ ،‬ﺍﻻ ﺃﻥ ﺒﻌﺽ ﺍﻝﺼﺤﻑ ﺘﻘﻭﻡ ﺒﻭﻀﻊ ﻓﻭﺍﺼـل ﺒـﻴﻥ ﺍﻹﻋﻼﻨـﺎﺕ‬
‫ﺍﻝﺘﺤﺭﻴﺭﻴﺔ ﻭﺍﻝﻤﺎﺩﺓ ﺍﻝﺼﺤﻔﻴﺔ ﺍﻷﺨﺭﻯ‪.‬‬
‫ﻭﺘﻨﺸﺭ ﻫﺫﻩ ﺍﻹﻋﻼﻨﺎﺕ ﻓﻲ ﺸﻜل ﺍﺨﺒﺎﺭ‪ ،‬ﺃﻭ ﺘﺤﻘﻴﻘـﺎﺕ‪ ،‬ﺃﻭ ﻤﻘـﺎﺒﻼﺕ‪ ،‬ﺃﻭ‬
‫ﺘﻘﺎﺭﻴﺭ‪ ،‬ﺃﻭ ﻤﻘﺎﻻﺕ ﺼﺤﻔﻴﺔ‪ ،‬ﺍﻷﻤﺭ ﺍﻝﺫﻱ ﻗﺩ ﻴﺠﻌل ﺍﻝﻘﺎﺭﻱﺀ ﻴﻨﺨـﺩﻉ ﻝﻠﻭﻫﻠـﺔ‬
‫ﺍﻻﻭﻝﻰ‪ ،‬ﻭﻴﻌﺘﻘﺩ ﺍﻨﻬﺎ ﻤﺎﺩﺓ ﺘﺤﺭﻴﺭﻴﺔ‪ ،‬ﻭﻝﻴﺴﺕ ﺇﻋﻼﻨﺎﺕ‪.‬‬
‫ﻭﺘﺘﺨﺫ ﺍﻹﻋﻼﻨﺎﺕ ﻫﺫﺍ ﺍﻝﺸﻜل ﻻﺩﺭﺍﻜﻬﺎ ﺒﺄﻥ ﺍﻝﻤﺎﺩﺓ ﺍﻝﺘﺤﺭﻴﺭﻴﺔ ﺃﻜﺜﺭ ﺍﻗﻨﺎﻋﺎ‬
‫ﻝﻠﻘﺎﺭﻱﺀ ﻨﻅﺭﹰﺍ ﻻﺴﻠﻭﺏ ﺼﻴﺎﻏﺘﻬﺎ ﺍﻝﻤﻌﺘﺩل‪ ،‬ﺍﻝﺫﻱ ﻴﺘﺠﻨﺏ ﺍﻝﺘﻬﻭﻴل ﻭﺍﻻﻝﺤﺎﺡ ﻜﻤﺎ‬
‫ﻫﻭ ﺍﻝﺤﺎل ﻓﻲ ﺍﻝﻨﺹ ﺍﻹﻋﻼﻨﻲ ﺍﻝﻤﺒﺎﺸﺭ‪.‬‬
‫ﻭﻝﺫﻝﻙ ﻓﺈﻥ ﻋﻠﻰ ﺍﻝﺼﺤﻑ ﺍﻝﺘﻲ ﺘﺤﺭﺹ ﻋﻠﻰ ﺍﺤﺘـﺭﺍﻡ ﻋﻘـل ﺍﻝﻘـﺎﺭﻱﺀ‬
‫ﻭﺫﻫﻨﻪ‪ ،‬ﺍﻻﺘﻀﻌﻪ ﻓﻲ ﻓﺦ ﺍﻻﻋﺘﻘﺎﺩ ﺒﺎﻥ ﻫﺫﻩ ﺍﻹﻋﻼﻨﺎﺕ ﻫـﻲ ﻤـﻭﺍﺩ ﺼـﺤﻔﻴﺔ‬
‫‪Copyright © 2017.‬‬
‫‪copyright law.‬‬

‫‪-١٠٧-‬‬

‫‪EBSCO Publishing : eBook Arabic Collection Trial - printed on 4/4/2020 5:47 PM via MINISTÈRE DE L''EDUCATION‬‬
‫‪NATIONALE, DE LA FORMATION PROFESSIONNELLE‬‬
‫; ‪AN: 1945112‬‬ ‫;‪.‬‬
‫‪Account: ns063387‬‬
‫‪. All rights reserved. May not be reproduced in any form without permission from the publisher, except fair uses permitted under U.S. or applicable‬‬

‫ﻤﺤﺎﻴﺩﺓ‪ ،‬ﺒل ﻻﺒﺩ ﺍﻥ ﺘﻔﺼل ﺒﻭﻀﻭﺡ ﺒـﻴﻥ ﺍﻹﻋﻼﻨـﺎﺕ ﺍﻝﺘﺤﺭﻴﺭﻴـﺔ ﻭﺍﻝﻤـﻭﺍﺩ‬

‫ﺍﻝﺼﺤﻔﻴﺔ ﺍﻻﺨﺭﻯ‪ ،‬ﻭﺃﻥ ﺘﺸﻴﺭ ﻭﺘﻨﺒﻪ ﺒﺼﺭﺍﺤﺔ ﺒﺄﻥ ﻫﺫﻩ ﺍﻝﻤﺎﺩﺓ ﻫﻲ ﺇﻋﻼﻨـﺎﺕ‪،‬‬
‫ﻭﺍﻥ ﺍﻝﻤﻌﻠﻭﻤﺎﺕ ﺍﻝﻭﺍﺭﺩﺓ ﻓﻴﻬﺎ ﻴﺘﺤﻤل ﻤﺴﺅﻭﻝﻴﺘﻬﺎ ﺍﻝﻤﻌﻠﻥ‪.‬‬

‫‪ ٤‬ـ ﺍﻹﻋﻼﻨﺎﺕ ﺍﻝﻤﺠﻤﻌﺔ ‪:‬‬

‫ﺘﻌﻤل ﺒﻌﺽ ﺍﻝﺼﺤﻑ ﻋﻠﻰ ﺍﺴﺘﻐﻼل ﺍﻝﻌﺩﻴﺩ ﻤﻥ ﺍﻝﻤﻨﺎﺴـﺒﺎﺕ ﻭﺍﻝﻤﻭﺍﺴـﻡ‬
‫ﺍﻝﻭﻁﻨﻴﺔ ﺃﻭ ﺍﻝﻘﻭﻤﻴﺔ‪ ،‬ﺃﻭ ﺍﻝﺩﻴﻨﻴﺔ‪ ،‬ﺃﻭ ﺍﻻﺠﺘﻤﺎﻋﻴﺔ‪ ،‬ﺃﻭ ﺍﻝﺘﺠﺎﺭﻴﺔ ﺍﻝﺘـﻲ ﻴﻤﻜـﻥ ﺍﻥ‬
‫ﺘﺴﺎﻋﺩ ﻋﻠﻰ ﺍﻝﺘﺭﻭﻴﺞ ﻝﺴﻠﻊ ﺃﻭﺨﺩﻤﺎﺕ ﻤﻌﻴﻨﺔ ﻗﺩ ﺘﺯﺩﺍﺩ ﺍﻝﺤﺎﺠﺔ ﺍﻝﻴﻬـﺎ ﻓـﻲ ﺘﻠـﻙ‬
‫ﺍﻝﻤﻨﺎﺴﺒﺎﺕ ﻭﺍﻝﻤﻭﺍﺴﻡ‪ ،‬ﻓﺘﻘﻭﻡ ﺒﺎﻝﺘﻨﺴﻴﻕ ﻤﻊ ﺍﻝﻤﻌﻠﻨﻴﻥ ﻋﻠﻰ ﺘﺨﺼـﻴﺹ ﻤﺴـﺎﺤﺎﺕ‬
‫ﻭﺍﻋﺩﺍﺩ ﻭﻤﻼﺤﻕ ﻤﻌﻴﻨﺔ ﻹﻋﻼﻨﺎﺘﻬﻡ‪ ،‬ﺘﺘﺨﺫ ﻓﻲ ﻨﺸﺭﻫﺎ ﻋﺩﺓ ﺃﺸﻜﺎل‪ ،‬ﻭﺫﻝﻙ ﻜﺎﻝﺘﺎﻝﻲ‪:‬‬
‫ﺍ ‪ :‬ﺍﻝﺼﻔﺤﺎﺕ ﺍﻝﺨﺎﺼﺔ ‪:‬‬
‫ﺘﻘﻭﻡ ﺒﻌﺽ ﺍﻝﺼﺤﻑ ﻓﻲ ﺃﻭﻗﺎﺕ ﺘﺭﺍﻫﺎ ﻤﻼﺌﻤﺔ‪ ،‬ﻨﻅﺭﹰﺍ ﻻﺭﺘﺒﺎﻁﻬﺎ ﺒﻤﻭﺴـﻡ‬
‫ﺃﻭ ﺤﺩﺙ ﻤﻌﻴﻥ‪ ،‬ﺒﺘﺨﺼﻴﺹ ﺼﻔﺤﺎﺕ ﺨﺎﺼﺔ ﻹﻋﻼﻨﺎﺕ ﺘﺭﺘﺒﻁ ﺒﻘﻁﺎﻉ ﺃﻭ ﻨﺸﺎﻁ‬
‫ﺃﻭ ﻤﺠﺎل ﻤﻌﻴﻥ‪ ،‬ﻜﺎﻝﺴﻴﺎﺤﺔ‪ ،‬ﺃﻭ ﺸﺭﻜﺎﺕ ﺍﻝﻁﻴﺭﺍﻥ‪ ،‬ﺃﻭ ﺍﻝﺸﺭﻜﺎﺕ ﺍﻝﺼـﻨﺎﻋﻴﺔ‪ ،‬ﺃﻭ‬
‫ﺍﻝﻤﻌﺎﺭﺽ ﺍﻝﺘﺠﺎﺭﻴﺔ‪ ،‬ﺃﻭ ﺍﻝﺴﻴﺎﺭﺍﺕ‪ ،‬ﺃﻭ ﺍﻝﻌﻘﺎﺭﺍﺕ‪ ،‬ﻭﻤﺎ ﺇﻝﻰ ﺫﻝﻙ‪ ..‬ﻭﺃﺤﻴﺎﻨﹰﺎ ﻜـل‬
‫ﺘﻠﻙ ﺍﻝﺠﻬﺎﺕ ﻤﻌﹰﺎ ﻋﻨﺩﻤﺎ ﺘﺭﺘﺒﻁ ﺍﻝﺼﻔﺤﺎﺕ ﺍﻹﻋﻼﻨﻴﺔ ﺒﻤﻨﺎﺴﺒﺔ ﺩﻴﻨﻴﺔ‪ ،‬ﺃﻭ ﻭﻁﻨﻴـﺔ‬
‫ﻴﺘﻡ ﻤﻥ ﺨﻼﻝﻬﺎ ﻴﻘﺩﻴﻡ ﺍﻝﺘﻬﺎﻨﻲ ﻤﻥ ﻗﺒل ﺘﻠﻙ ﺍﻝﺠﻬﺎﺕ ﻝﻠﻤﺠﺘﻤﻊ‪ ،‬ﺃﻭ ﻝﻠﻘﻴﺎﺩﺓ ﺍﻝﺴﻴﺎﺴﻴﺔ‪.‬‬
‫ﻭﻴﺘﻡ ﻜل ﺫﻝﻙ ﺒﺎﻝﺘﻨﺴﻴﻕ ﺍﻝﻤﺒﻜﺭ ﺒﻴﻥ ﺇﺩﺍﺭﺓ ﺍﻹﻋﻼﻥ ﻓﻲ ﺍﻝﺼﺤﻴﻔﺔ ﻤﻥ ﺠﻬﺔ‪،‬‬
‫ﻭﺍﻝﻤﺅﺴﺴﺎﺕ ﺍﻝﻤﻌﻠﻨﺔ ﻤﻥ ﺠﻬﺔ ﺃﺨﺭﻯ‪ ،‬ﺃﻱ ﻗﺒل ﺘﺎﺭﻴﺦ ﺃﻭﻤﻭﻋﺩ ﺍﻝﻤﻨﺎﺴﺒﺔ ﺒﻭﻗـﺕ‬
‫ﻜﺎﻑ‪ ،‬ﺤﺘﻰ ﻴﺘﻡ ﺘﺠﻤﻴﻊ ﻋﺩﺩ ﻤﻥ ﺍﻹﻋﻼﻨﺎﺕ‪ ،‬ﻭﺼﻴﺎﻏﺘﻬﺎ ﻭﺘﺼﻤﻴﻤﻬﺎ ﻓﻲ ﻤﺘﺴـﻊ‬
‫ﻤﻥ ﺍﻝﻭﻗﺕ‪ ،‬ﺒﻤﺎ ﻴﺠﻌﻠﻬﺎ ﺘﻅﻬﺭ ﺒﺼﻭﺭﺓ ﺠﺫﺍﺒﺔ ﻭﻤﺜﻴﺭﺓ ﻭﻤﻠﻔﺘﺔ ﻝﻼﻨﺘﺒﺎﻩ‪ ،‬ﻜﻤـﺎ ﺃﻥ‬
‫ﺍﻻﻋﺩﺍﺩ ﻭﺍﻝﺘﺠﻬﻴﺯ ﺍﻝﻤﺒﻜﺭ ﻝﻬﺫﻩ ﺍﻝﺼﻔﺤﺎﺕ ﻴﺘﻴﺢ ﺍﻝﻔﺭﺼﺔ ﻝﻠﺼـﺤﻴﻔﺔ ﻝﻼﺘﺼـﺎل‬
‫‪Copyright © 2017.‬‬
‫‪copyright law.‬‬

‫‪-١٠٨-‬‬

‫‪EBSCO Publishing : eBook Arabic Collection Trial - printed on 4/4/2020 5:47 PM via MINISTÈRE DE L''EDUCATION‬‬
‫‪NATIONALE, DE LA FORMATION PROFESSIONNELLE‬‬
‫; ‪AN: 1945112‬‬ ‫;‪.‬‬
‫‪Account: ns063387‬‬
‫‪. All rights reserved. May not be reproduced in any form without permission from the publisher, except fair uses permitted under U.S. or applicable‬‬

‫ﺒﺄﻜﺒﺭ ﻋﺩﺩ ﻤﻤﻜﻥ ﻤﻥ ﺍﻝﻤﻌﻠﻨﻴﻥ ﻭﺩﻋﻭﺘﻬﻡ ﻝﻠﻤﺸﺎﺭﻜﺔ ﺒﻤﺎ ﻴﻀﻤﻥ ﺘﺨﺼﻴﺹ ﺃﻜﺒﺭ‬
‫ﻋﺩﺩ ﻤﻤﻜﻥ ﻤﻥ ﺍﻝﺼﻔﺤﺎﺕ‪ ،‬ﺤﻴﺙ ﻴﺼﺏ ﻜل ﺫﻝﻙ ﻓﻲ ﻤﺼﻠﺤﺔ ﻜل ﻤﻥ ﺍﻝﻤﻌﻠـﻥ‬
‫ﻭﺍﻝﺼﺤﻴﻔﺔ ﻓﻲ ﻨﻔﺱ ﺍﻝﻭﻗﺕ‪.‬‬
‫ﻓﺎﻝﻤﻌﻠﻥ ﻴﺤﺘﺎﺝ ﺇﻝﻰ ﺯﻴﺎﺩﺓ ﺜﻘﺔ ﺍﻝﺠﻤﻬﻭﺭ ﻓﻴﻪ ﻤﻥ ﺨﻼل ﺤﻀﻭﺭﻩ ﻭﺴﻁ ﻫﺫﺍ‬
‫ﺍﻝﺤﺸﺩ ﻤﻥ ﺍﻝﻤﻌﻠﻨﻴﻥ‪ ،‬ﺃﻤﺎ ﺒﺎﻝﻨﺴﺒﺔ ﻝﻠﺼﺤﻴﻔﺔ ﻓﺈﻥ ﺯﻴـﺎﺩﺓ ﻋـﺩﺩ ﺍﻝﻤﻌﻠﻨـﻴﻥ ﻋﻠـﻰ‬
‫ﺼﻔﺤﺎﺘﻬﺎ ﻴﺘﻀﻤﻥ ﺍﺸﺎﺭﺓ ﺘﻌﻜﺱ ﺤﺠﻡ ﺍﻨﺘﺸﺎﺭﻫﺎ ﺍﻨﻁﻼﻗﹰﺎ ﻤﻥ ﺍﻥ ﺍﻝﻤﻌﻠﻥ ﻻ ﻴﻘﺒل‬
‫ﺒﻨﺸﺭ ﺇﻋﻼﻨﻪ ﺇﻻ ﻓﻲ ﺍﻝﻭﺴﺎﺌل ﺫﺍﺕ ﺍﻻﻨﺘﺸﺎﺭ ﺍﻝﻭﺍﺴﻊ‪ ،‬ﻭﻤﻥ ﻨﺎﺤﻴﺔ ﺃﺨﺭﻯ ﻴﻌﻜـﺱ‬
‫ﺃﺭﺘﻔﺎﻉ ﺤﺠﻡ ﺍﻹﻋﻼﻨﺎﺕ ﻓﻲ ﺍﻝﺼﺤﻴﻔﺔ ﺍﺯﺩﻴﺎﺩ ﺍﻻﺭﺒﺎﺡ ﺍﻝﺘﻲ ﺘﺤﺼل ﻋﻠﻴﻬﺎ ﺠﺭﺍﺀ‬
‫ﻫﺫﺍ ﺍﻝﻨﺸﺎﻁ‪.‬‬
‫ﺏ ـ ﺍﻻﻋﺩﺍﺩ ﺍﻝﺨﺎﺼﺔ‪:‬‬
‫ﻭﻫﻲ ﺃﻋﺩﺍﺩ ﻏﻴﺭ ﻤﻨﺘﻅﻤﺔ ﺍﻝﺼﺩﻭﺭ‪ ،‬ﺃﻗﺭﺏ ﻤﺎ ﺘﻜﻭﻥ ﺇﻝﻰ ﺍﻝﻤﻼﺤﻕ‪ ،‬ﻝﻜﻨﻬﺎ‬
‫ﺘﺨﺘﻠﻑ ﻋﻨﻬﺎ ﻤﻥ ﺤﻴﺙ ﻋﺩﺩ ﺼﻔﺤﺎﺘﻬﺎ‪ ،‬ﻓﻬﻲ ﺃﻜﺜﺭ ﺼﻔﺤﺎﺕ ﻤﻥ ﺍﻝﻤﻼﺤﻕ‪ ،‬ﻜﻤـﺎ‬
‫ﺃﻨﻬﺎ ﻻ ﺘﻠﺘﺯﻡ ﺒﺎﻝﺤﺠﻡ ﺍﻝﻤﺘﻌﺎﺭﻑ ﻋﻠﻴﻪ ﻝﻠﺼﺤﻴﻔﺔ‪ ،‬ﻭﻻ ﺘﺼﺩﺭ ﺒﺎﻝﻀﺭﻭﺭﺓ ﻓﻲ ﻭﻗﺕ‬
‫ﺼﺩﻭﺭ ﺍﻝﻤﺠﻠﺔ ﺃﻭ ﺍﻝﺠﺭﻴﺩﺓ‪ ،‬ﻜﻤﺎ ﻻ ﺘﺒﺎﻉ ﻤﻌﻬﺎ ﺍﻴﻀﺎﹰ‪ ،‬ﻭﻫﻲ ﺒﺎﻝﺘﺎﻝﻲ ﺃﻗﺭﺏ ﺇﻝﻰ ﺍﻥ‬
‫ﺘﻜﻭﻥ ﺼﺤﻴﻔﺔ ﻤﺘﺨﺼﺼﺔ‪ ،‬ﻝﻜﻨﻬﺎ ﻝﻴﺴﺕ ﺩﻭﺭﻴﺔ‪ ،‬ﻭﺘﺼﺩﺭ ﻓﻲ ﻤﻨﺎﺴﺒﺎﺕ ﻗﺩ ﺘﻜﻭﻥ‬
‫ﺘﺠﺎﺭﻴﺔ ﻤﺜل ﺍﻗﺎﻤﺔ ﻤﻌﺭﺽ ﺘﺠﺎﺭﻱ ﺃﻭ ﺼﻨﺎﻋﻲ ﻝﻌﺩﺩ ﻤﻥ ﺍﻝﺸـﺭﻜﺎﺕ‪ ،‬ﺃﻭ ﻓـﻲ‬
‫ﻤﻨﺎﺴﺒﺎﺕ ﻭﻁﻨﻴﺔ‪ ،‬ﺤﻴﺙ ﻴﺭﺒﻁ ﺍﻝﻤﻌﻠﻨﻴﻥ ﺒﻴﻥ ﺘﻘﺩﻴﻡ ﺍﻝﺘﻬﻨﺌﺔ ﺒﺎﻝﻤﻨﺎﺴﺒﺔ‪ ،‬ﻭﺍﻝﺘـﺭﻭﻴﺞ‬
‫ﻝﺴﻠﻌﻬﻡ ﻭﺨﺩﻤﺎﺘﻬﻡ‪ ،‬ﺃﻭ ﻤﻨﺸﺄﺘﻬﻡ‪.‬‬
‫ﺝ ـ ﺍﻝﻤﻼﺤﻕ ﺍﻹﻋﻼﻨﻴﺔ ‪:‬‬
‫ﺍﻝﻤﻼﺤﻕ ﺍﻹﻋﻼﻨﻴﺔ ﻫﻲ ﻜﺄﻴﺔ ﻤﻼﺤﻕ ﺃﺨﺭﻯ ﺘﺼـﺩﺭ ﻋـﻥ ﺍﻝﺠﺭﻴـﺩﺓ ﺃﻭ‬
‫ﺍﻝﻤﺠﻠﺔ‪ ،‬ﺤﻴﺙ ﻫﻨﺎﻙ ﺍﻝﻤﻠﺤﻕ ﺍﻻﻗﺘﺼﺎﺩﻱ‪ ،‬ﻭﺍﻝﻤﻠﺤﻕ ﺍﻝﺭﻴﺎﻀـﻲ‪ ،‬ﻭﻏﻴـﺭﻩ ﻤـﻥ‬
‫‪Copyright © 2017.‬‬
‫‪copyright law.‬‬

‫‪-١٠٩-‬‬

‫‪EBSCO Publishing : eBook Arabic Collection Trial - printed on 4/4/2020 5:47 PM via MINISTÈRE DE L''EDUCATION‬‬
‫‪NATIONALE, DE LA FORMATION PROFESSIONNELLE‬‬
‫; ‪AN: 1945112‬‬ ‫;‪.‬‬
‫‪Account: ns063387‬‬
‫‪. All rights reserved. May not be reproduced in any form without permission from the publisher, except fair uses permitted under U.S. or applicable‬‬

‫ﺍﻝﻤﻼﺤﻕ‪ ،‬ﻭﻫﻲ ﺠﻤﻴﻌﻬﺎ ﻤﻼﺤﻕ ﻤﺘﺨﺼﺼﺔ ﺘﻭﺯﻉ ﻤﺠﺎﻨﹰﺎ ﻤﻊ ﺍﻝﺼﺤﻴﻔﺔ‪ ،‬ﻭﻝﻴﺴﺕ‬

‫ﻤﻨﻔﺼﻠﺔ ﻋﻨﻬﺎ‪.‬‬
‫ﻭﻴﺤﻤل ﺍﻝﻤﻠﺤﻕ ﻨﻔﺱ ﺸﺨﺼﻴﺔ ﺍﻝﺼﺤﻴﻔﺔ‪ ،‬ﻤﻥ ﺤﻴﺙ ﺤﺠﻡ ﺍﻝﻭﺭﻕ‪ ،‬ﻭﺍﻝﺸﻜل‬
‫ﺍﻝﻌﺎﻡ‪ ،‬ﻝﻜﻨﻪ ﻴﻁﺒﻊ ﻤﻨﻔﺼﻼ ﻋﻨﻬﺎ‪ ،‬ﻭﺒﺠﻭﺩﺓ ﺃﻋﻠﻰ ﺃﺤﻴﺎﻨﺎﹰ‪ ،‬ﺤﻴـﺙ ﺘﺴـﺘﺨﺩﻡ ﻓﻴـﻪ‬
‫ﺍﻷﻝﻭﺍﻥ‪ ،‬ﻭﻻ ﻴﺸﺘﺭﻁ ﺍﻥ ﻴﻜﻭﻥ ﺍﻝﻤﻠﺤﻕ ﺍﻹﻋﻼﻨﻲ ﺒﻨﻔﺱ ﻋﺩﺩ ﺼﻔﺤﺎﺕ ﺍﻝﺼﺤﻴﻔﺔ‪،‬‬
‫ﺍﺫ ﻗﺩ ﻴﻘل ﻋﻨﻬﺎ‪.‬‬
‫ﻭﻗﺩ ﻴﺠﻤﻊ ﺍﻝﻤﻠﺤﻕ ﺍﻹﻋﻼﻨﻲ ﻋﺩﺩ ﻤﻥ ﺍﻝﻤﻌﻠﻨﻴﻥ ﻓﻲ ﻤﺠﺎل ﻭﺍﺤﺩ‪ ،‬ﺘﺠـﺎﺭﻱ‬
‫ﺃﻭﺨﺩﻤﻲ‪ ،‬ﺃﻭ ﺼﻨﺎﻋﻲ‪ ،‬ﺃﻭ ﺃﻥ ﻴﺠﻤﻊ ﻋﺩﺩ ﻤﻥ ﺍﻝﻤﻌﻠﻨﻴﻥ ﻓﻲ ﻤﺠﺎﻻﺕ ﻤﺘﻌﺩﺩﺓ‪ ،‬ﻝﻜﻨﻪ‬
‫ﻴﺼﺩﺭ ﺒﻤﻨﺎﺴﺒﺔ ﻤﻌﻴﻨﺔ‪.‬‬
‫ﻼ ﻋﻥ ﺍﻝﺼﺤﻴﻔﺔ ﻝﻜﻨﻪ ﻴﺤﻤل ﺨﺼﺎﺌﺼﻬﺎ‪،‬‬
‫ﻭﻴﺴﻤﻰ ﻤﻠﺤﻘﹰﺎ ﻻﻨﻪ ﻴﺄﺘﻲ ﻤﻨﻔﺼ ﹰ‬
‫ﻭﻴﻌﻜﺱ ﺸﺨﺼﻴﺘﻬﺎ‪ ،‬ﻭﻴﻠﺤﻕ ﺒﻬﺎ ﺍﺜﻨﺎﺀ ﺍﻝﺘﻭﺯﻴﻊ‪.‬‬
‫ﺩ ـ ﺍﻝﺤﻤﻼﺕ ﺍﻝﻤﺸﺘﺭﻜﺔ‪:‬‬
‫ﻜﻤﺎ ﻴﻔﻬﻡ ﻤﻥ ﺍﻻﺴﻡ ﻓﺈﻥ ﻫﺫﺍ ﺍﻝﻨﻭﻉ ﻫﻭ ﻋﺒﺎﺭﺓ ﻋﻥ ﺤﻤﻠﺔ ﺇﻋﻼﻨﻴﺔ ﺘﻌﺩ ﻝﻬﺎ‬
‫ﺍﺩﺍﺭﺓ ﺍﻹﻋﻼﻥ ﻓﻲ ﺍﻝﺼﺤﻴﻔﺔ ﺃﻭ ﺍﻝﻤﺅﺴﺴﺔ ﺍﻝﺼﺤﻔﻴﺔ‪ ،‬ﻤﻥ ﺨﻼل ﺍﻻﺘﺼﺎل ﺒﻌـﺩﺩ‬
‫ﻜﺒﻴﺭ ﻤﻥ ﺍﻝﻤﻌﻠﻨﻴﻥ ﻴﻤﻜﻥ ﺠﻤﻌﻬﻡ ﺤﻭل ﻓﻜﺭﺓ ﺇﻋﻼﻨﻴﺔ ﻭﺍﺤﺩﺓ‪ ،‬ﻜﺎﻝﺘﺭﻭﻴﺞ ﻝﺴـﻠﻌﺔ‬
‫ﻤﻌﻴﻨﺔ‪ ،‬ﺒﻐﺽ ﺍﻝﻨﻅﺭ ﻋﻥ ﺍﻝﻤﺎﺭﻜﺔ‪ ،‬ﻭﻤﻥ ﺫﻝﻙ ﺍﻝﺸﺭﻜﺎﺕ ﺍﻝﻤﺼﻨﻌﺔ ﻝﻤﻭﺍﺩ ﺍﻝﺘﻨﻅﻴﻑ‬
‫ﻤﺜﻼﹰ‪ ،‬ﺃﻭ ﻝﻠﻬﻭﺍﺘﻑ ﺍﻝﻤﺤﻤﻭﻝﺔ‪ ،‬ﺃﻭ ﻝﻠﺴﺠﺎﺩ‪ ،‬ﻭﻤﺎ ﺇﻝﻰ ﺫﻝﻙ‪.‬‬
‫ﺃﻭ ﺍﻝﺘﺭﻭﻴﺞ ﻝﺨﺩﻤﺔ ﻤﻌﻴﻨﺔ‪ ،‬ﻜﺸﺭﻜﺎﺕ ﺍﻝﺨـﺩﻤﺎﺕ ﺍﻝﺼـﺤﻴﺔ‪ ،‬ﺃﻭ ﺸـﺭﻜﺎﺕ‬
‫ﺍﻝﻁﻴﺭﺍﻥ‪ ،‬ﺃﻭ ﻤﺭﺍﻜﺯ ﺍﻝﺼﻴﺎﻨﺔ‪ ،‬ﺃﻭ ﻤﺎ ﺇﻝﻰ ﺫﻝﻙ ﻤﻥ ﺃﻨﻭﺍﻉ ﺍﻝﺨﺩﻤﺎﺕ‪.‬‬
‫ﻭﻗﺩ ﺘﺘﻭﺴﻊ ﺍﻝﺤﻤﻠﺔ ﻓﻼ ﺘﻘﺘﺼﺭ ﻓﻘﻁ ﻋﻠﻰ ﺍﺼﺤﺎﺏ ﺍﻝﺴـﻠﻌﺔ ﺍﻝﻭﺍﺤـﺩﺓ‪ ،‬ﺃﻭ‬
‫ﺍﻝﺨﺩﻤﺔ ﺍﻝﻭﺍﺤﺩﺓ‪ ،‬ﻝﻜﻨﻬﺎ ﺘﺸﻤل ﺍﻝﻌﺩﻴﺩ ﻤﻥ ﺍﻝﺴﻠﻊ ﻭﺍﻝﺨﺩﻤﺎﺕ ﻓﻲ ﻭﻗﺕ ﻭﺍﺤﺩ‪.‬‬
‫‪Copyright © 2017.‬‬
‫‪copyright law.‬‬

‫‪-١١٠-‬‬

‫‪EBSCO Publishing : eBook Arabic Collection Trial - printed on 4/4/2020 5:47 PM via MINISTÈRE DE L''EDUCATION‬‬
‫‪NATIONALE, DE LA FORMATION PROFESSIONNELLE‬‬
‫; ‪AN: 1945112‬‬ ‫;‪.‬‬
‫‪Account: ns063387‬‬
‫‪. All rights reserved. May not be reproduced in any form without permission from the publisher, except fair uses permitted under U.S. or applicable‬‬

‫ﻭﻴﻜﻭﻥ ﺍﻝﻬﺩﻑ ﺍﻝﺫﻱ ﻴﺠﻤﻊ ﺍﻝﻤﻌﻠﻨﻴﻥ ﻓﻲ ﻫﺫﻩ ﺍﻝﺤﻤﻼﺕ ﺍﻝﻤﺸـﺘﺭﻜﺔ ﻫـﻭ‬

‫ﺍﻝﺘﺴﻭﻴﻕ ﻭﺍﻝﺘﺭﻭﻴﺞ ﻝﻠﺴﻠﻌﺔ‪ ،‬ﺃﻭ ﻝﻠﺨﺩﻤﺔ‪ ،‬ﺒﻐﺽ ﺍﻝﻨﻅﺭ ﻋﻥ ﻨـﻭﻉ ﺍﻝﻤﺎﺭﻜـﺔ‪ ،‬ﺃﻭ‬
‫ﻴﻜﻭﻥ ﻜﻤﺎ ﻓﻲ ﺍﻝﺤﺎﻝﺔ ﺍﻷﺨﻴﺭﺓ ﺍﻝﺘﻲ ﺘﺠﻤﻊ ﻤﺨﺘﻠﻑ ﻤﻨﺘﺠﻲ ﺍﻝﺴﻠﻊ ﻭﺍﻝﺨﺩﻤﺎﺕ‪ ،‬ﻋﻠﻰ‬
‫ﺘﻌﺩﺩ ﺃﻨﻭﺍﻋﻬﺎ ﺩﻋﻡ ﺍﻝﻤﻨﺘﺞ ﺍﻝﻤﺤﻠﻲ ﻤـﺜﻼﹰ‪ ،‬ﺃﻭ ﺍﻝﻤﻨـﺘﺞ ﺍﻝﻌﺭﺒـﻲ‪ ،‬ﺃﻭ ﺍﻻﻗﻠﻴﻤـﻲ‬
‫ﻼ" ﺍﺫﺍ ﻜﺎﻥ ﺍﻝﻤﻌﻠﻨﻭﻥ ﻴﻨﺘﻤﻭﻥ ﺇﻝﻰ ﻋﺩﺩ ﻤﻥ ﺍﻝﺩﻭل ﺍﻻﻓﺭﻴﻘﻴﺔ‪.‬‬
‫"ﺍﻻﻓﺭﻴﻘﻲ ﻤﺜ ﹰ‬
‫ﻭﻨﻅﺭﹰﺍ ﻝﻜﻭﻥ ﻋﻤﻠﻴﺔ ﺍﻝﻨﺸﺭ ﺍﻹﻋﻼﻨﻲ ﻫﻨﺎ ﻓﻲ ﺸﻜل ﺤﻤﻠﺔ ﺇﻋﻼﻨﻴﺔ‪ ،‬ﻓﺎﻨﻬﺎ ﻻ‬
‫ﺘﺄﺘﻲ ﻓﻲ ﻋﺩﺩ ﻭﺍﺤﺩ‪ ،‬ﺃﻭ ﻓﻲ ﻴﻭﻡ ﻭﺍﺤﺩ‪ ،‬ﻝﻜﻨﻬﺎ ﺘﺘﻭﺍﺼل ﻝﻌﺩﺓ ﺍﻋـﺩﺍﺩ‪ ،‬ﻭﺘﺘـﻭﺯﻉ‬
‫ﺍﻹﻋﻼﻨﺎﺕ ﻓﻴﻬﺎ ﻋﻠﻰ ﻜل ﺼﻔﺤﺎﺕ ﺍﻝﺼﺤﻴﻔﺔ‪ ،‬ﻭﺘﺴﺘﻤﺭ ﺤﺘـﻰ ﺘﺤﻘـﻕ ﺍﻝﺤﻤﻠـﺔ‬
‫ﺃﻫﺩﺍﻓﻬﺎ ﺍﻝﻤﺤﺩﺩﺓ ﻝﻬﺎ‪.‬‬
‫‪Copyright © 2017.‬‬
‫‪copyright law.‬‬

‫‪-١١١-‬‬

‫‪EBSCO Publishing : eBook Arabic Collection Trial - printed on 4/4/2020 5:47 PM via MINISTÈRE DE L''EDUCATION‬‬
‫‪NATIONALE, DE LA FORMATION PROFESSIONNELLE‬‬
‫; ‪AN: 1945112‬‬ ‫;‪.‬‬
‫‪Account: ns063387‬‬
. All rights reserved. May not be reproduced in any form without permission from the publisher, except fair uses permitted under U.S. or applicable
Copyright © 2017.
copyright law.

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EBSCO Publishing : eBook Arabic Collection Trial - printed on 4/4/2020 5:47 PM via MINISTÈRE DE L''EDUCATION
NATIONALE, DE LA FORMATION PROFESSIONNELLE
AN: 1945112 ; .;
Account: ns063387
‫‪. All rights reserved. May not be reproduced in any form without permission from the publisher, except fair uses permitted under U.S. or applicable‬‬

‫ﺍﻝﻬﻭﺍﻤﺵ‬

‫‪ ١‬ـ ﻤﺤﻤﺩ ﺠﻭﺩﺕ ﻨﺎﺼﺭ‪ .‬ﺍﻝﺩﻋﺎﻴﺔ ﻭﺍﻹﻋﻼﻥ ﻭﺍﻝﻌﻼﻗﺎﺕ ﺍﻝﻌﺎﻤﺔ‪ ،‬ﻁ‪ ،١‬ﻋﻤـﺎﻥ‪ ،‬ﺩﺍﺭ‬
‫ﻤﺠﺩﻭﻝﻴﻥ ﻝﻠﻨﺸﺭ ﻭﺍﻝﺘﻭﺯﻴﻊ‪ ،١٩٩٨ ،‬ﺹ‪.١١٠،١١١‬‬
‫‪ ٢‬ـ ﻤﺴﻌﻭﺩ ﺤﺴﻴﻥ ﺍﻝﺘﺎﺌﺏ‪ ،‬ﺍﻹﻋﻼﻥ ﻓﻲ ﺍﻝﺼﺤﺎﻓﺔ ﺍﻝﻠﻴﺒﻴﺔ‪ ،‬ﻁـﺭﺍﺒﻠﺱ‪ ،‬ﻤﻨﺸـﻭﺭﺍﺕ‬
‫ﺍﻝﻠﺠﻨﺔ ﺍﻝﺸﻌﺒﻴﺔ ﻝﻌﺎﻤﺔ ﻝﻺﻋﻼﻡ ﻭﺍﻝﺜﻘﺎﻓﺔ‪ ،٢٠٠٨ ،‬ﺹ‪.٤٤٦‬‬
‫‪ ٣‬ـ ﻗﺤﻁﺎﻥ ﺒﺩﺭ ﺍﻝﻌﺒﺩﻝﻲ‪ ،‬ﺴﻤﻴﺭ ﻋﺒﺩﺍﻝﺭﺯﺍﻕ ﺍﻝﻌﺒﺩﻝﻲ‪ ،‬ﺍﻝﺩﻋﺎﻴـﺔ ﻭﺍﻹﻋـﻼﻥ‪ ،‬ﻁ‪،١‬‬
‫ﺒﻴﺭﻭﺕ‪ ،‬ﺩﺍﺭ ﺍﻝﻌﻠﻭﻡ ﺍﻝﻌﺭﺒﻴﺔ‪ ،‬ﻋﻤﺎﻥ‪ ،‬ﻤﻜﺘﺒﺔ ﺒﻐﺩﺍﺩ ﻝﻠﻁﺒﻌﺔ ﻭﺍﻝﻨﺸﺭ‪ ،١٩٩٣ ،‬ﺹ ‪٢٠٩‬‬
‫‪ ٤‬ـ ﻤﺴﻌﻭﺩ ﺤﺴﻴﻥ ﺍﻝﺘﺎﺌﺏ‪ ،‬ﻤﺭﺠﻊ ﺴﺎﺒﻕ‪ ،‬ﺹ‪.٦٦‬‬
‫‪ ٥‬ـ ﺍﻝﻤﺭﺠﻊ ﺍﻝﺴﺎﺒﻕ‪ ،‬ﺹ‪.٤٤٧,٤٤٦،‬‬
‫‪ ٦‬ـ ﺘﻡ ﺍﻻﻋﺘﻤﺎﺩ ﻓﻲ ﻫﺫﺍ ﺍﻝﺘﻘﺴﻴﻡ ﻋﻠﻰ‪ :‬ﺼﻔﻭﺕ ﺍﻝﻌﺎﻝﻡ‪ ،‬ﺍﻹﻋﻼﻥ ﺍﻝﺼﺤﻔﻲ ﻭﺘﺨﻁﻴﻁ‬
‫ﺍﻝﺤﻤﻼﺕ ﺍﻹﻋﻼﻨﻴﺔ‪ ،‬ﺍﻝﻘﺎﻫﺭﺓ‪ ،‬ﻤﻜﺘﺒﺔ ﺍﻝﻨﻬﻀﺔ ﺍﻝﻤﺼﺭﻴﺔ‪ ،٢٠٠٠ ،‬ﺹ‪ ١٩‬ـ ‪.٣٦‬‬
‫‪ ٧‬ـ ﺍﻝﻤﺭﺠﻊ ﺍﻝﺴﺎﺒﻕ‪ ،‬ﺹ ‪.٢٧‬‬
‫‪Copyright © 2017.‬‬
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‫‪-١١٣-‬‬

‫‪EBSCO Publishing : eBook Arabic Collection Trial - printed on 4/4/2020 5:47 PM via MINISTÈRE DE L''EDUCATION‬‬
‫‪NATIONALE, DE LA FORMATION PROFESSIONNELLE‬‬
‫; ‪AN: 1945112‬‬ ‫;‪.‬‬
‫‪Account: ns063387‬‬
. All rights reserved. May not be reproduced in any form without permission from the publisher, except fair uses permitted under U.S. or applicable
Copyright © 2017.
copyright law.

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EBSCO Publishing : eBook Arabic Collection Trial - printed on 4/4/2020 5:47 PM via MINISTÈRE DE L''EDUCATION
NATIONALE, DE LA FORMATION PROFESSIONNELLE
AN: 1945112 ; .;
Account: ns063387
. All rights reserved. May not be reproduced in any form without permission from the publisher, except fair uses permitted under U.S. or applicable

‫ﺍﻝﻔﺼل ﺍﻝﺜﺎﻝﺙ‬
‫ ﻗﻁﺎﻋﺎﺘﻪ ـ ﺍﻫﺩﺍﻓﻪ ـ ﺠﻐﺭﺍﻓﻴﺘﻪ‬: ‫ﺍﻹﻋﻼﻥ‬
Copyright © 2017.
copyright law.

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EBSCO Publishing : eBook Arabic Collection Trial - printed on 4/4/2020 5:47 PM via MINISTÈRE DE L''EDUCATION
NATIONALE, DE LA FORMATION PROFESSIONNELLE
AN: 1945112 ; .;
Account: ns063387
‫‪. All rights reserved. May not be reproduced in any form without permission from the publisher, except fair uses permitted under U.S. or applicable‬‬

‫ﺍﻝﻘﻁﺎﻋﺎﺕ ﺍﻝﻤﻌﻠﻨﺔ‬

‫ﻨﻘﺼﺩ ﺒﺎﻝﻘﻁﺎﻋﺎﺕ ﺍﻝﻤﻌﻠﻨﺔ ﺍﻝﺠﻬﺎﺕ ﺍﻝﺘﻲ ﺘﻘﻭﻡ ﺒﺎﻹﻋﻼﻥ ﻋﻥ ﻤﻨﺘﺠﺎﺘﻬﺎ‪ ،‬ﺃﻭ‬

‫ﺨﺩﻤﺎﺘﻬﺎ‪ ،‬ﺃﻭ ﺍﻓﻜﺎﺭﻫﺎ‪ ،‬ﺃﻭ ﻋﻥ ﻨﻔﺴﻬﺎ‪ ،‬ﻋﺒﺭ ﻭﺴﺎﺌل ﺍﻹﻋﻼﻥ ﺍﻝﻤﺨﺘﻠﻔـﺔ‪ ،‬ﺒﺸـﻜل‬
‫ﻤﺒﺎﺸﺭ‪ ،‬ﺃﻭ ﻤﻥ ﺨﻼل ﻭﻜﺎﻻﺕ ﻤﺘﺨﺼﺼﺔ‪.‬‬
‫ﻭﻗﺩ ﺘﻜﻭﻥ ﺘﻠﻙ ﺍﻝﺠﻬﺎﺕ ﺍﻓﺭﺍﺩﺍﹰ‪ ،‬ﺃﻭ ﺸﺭﻜﺎﺕ ﻤﺅﺴﺴﺎﺕ ﻋﺎﻤﺔ‪ ،‬ﺃﻭ ﺨﺎﺼﺔ‪،‬‬
‫ﺃﻭ ﻭﺯﺍﺭﺍﺕ‪ ،‬ﺃﻭ ﻨﻘﺎﺒﺎﺕ ﻭﺭﻭﺍﺒﻁ ﻤﻬﻨﻴﺔ‪ ،‬ﺃﻭ ﺘﻨﻅﻴﻤﺎﺕ ﺴﻴﺎﺴﻴﺔ‪ ..‬ﻭﻤﺎ ﺇﻝﻰ ﺫﻝﻙ‪.‬‬
‫ﻭﺘﺘﻌﺩﺩ ﻗﻁﺎﻋﺎﺕ ﺍﻹﻋﻼﻥ ﺒﺘﻌﺩﺩ ﺍﻝﻤﻌﻠﻨـﻴﻥ ﻋﻠـﻰ ﺍﺨـﺘﻼﻑ ﺍﻨﺘﻤـﺎﺌﺘﻬﻡ‪،‬‬
‫ﻭﻤﺴﺘﻭﻴﺎﺘﻬﻡ‪ ،‬ﻭﺍﻫﺩﺍﻓﻬﻡ‪ ،‬ﻭﺍﻏﺭﺍﻀﻬﻡ ﺍﻹﻋﻼﻨﻴﺔ‪.‬‬
‫ﻭﻴﺯﺩﺍﺩ ﺘﻨﻭﻉ ﺍﻝﻘﻁﺎﻋﺎﺕ ﺍﻝﻤﻌﻠﻨﺔ ﻭﺘﺘﻌﺩﺩ‪ ،‬ﻭﺘﻘل ﺃﻭ ﺘﻜﺜﺭ‪ ،‬ﻋﺒـﺭ ﻭﺴـﺎﺌل‬
‫ﺍﻹﻋﻼﻥ ﺒﺎﺨﺘﻼﻑ ﺍﻝﻤﺠﺘﻤﻌﺎﺕ‪ ،‬ﺘﺒﻌﹰﺎ ﻝﻠﻌﺩﻴﺩ ﻤﻥ ﺍﻻﻋﺘﺒﺎﺭﺍﺕ‪ ،‬ﻭﺫﻝﻙ ﻜﺎﻝﺘﺎﻝﻲ‪:‬‬

‫‪ ١‬ـ ﻁﺒﻴﻌﺔ ﺍﻝﻨﻅﺎﻡ ﺍﻻﻗﺘﺼﺎﺩﻱ ﺍﻝﺴﺎﺌﺩ‪:‬‬

‫ﻴﻌﺩ ﺍﻝﻨﻅﺎﻡ ﺍﻻﻗﺘﺼﺎﺩﻱ ﺍﻝﺴﺎﺌﺩ ﻓﻲ ﺍﻝﻤﺠﺘﻤﻊ ﻤﻥ ﺃﻜﺜﺭ ﺍﻝﻌﻭﺍﻤل ﺍﻝﺘﻲ ﺘﺘﺩﺨل‬
‫ﻓﻲ ﺘﺤﺩﻴﺩ ﻨﻭﻋﻴﺔ ﻭﺤﺠﻡ ﺍﻝﻘﻁﺎﻋﺎﺕ ﺍﻝﻤﻌﻠﻨﺔ‪ ،‬ﺫﻝﻙ ﺍﻥ ﺒﻌﺽ ﺍﻻﻨﻅﻤﺔ ﺍﻻﻗﺘﺼﺎﺩﻴﺔ‬
‫ﺘﻔﺭﺽ ﻨﻤﻁﺎ ﻤﻌﻴﻨﺎ ﻤﻥ ﺍﻝﻨﺸﺎﻁ ﺍﻻﻗﺘﺼﺎﺩﻱ ﻴﺤﺼﺭ ﺒﺩﻭﺭﻩ ﺫﻝـﻙ ﺍﻝﻨﺸـﺎﻁ ﻓـﻲ‬
‫ﻗﻁﺎﻋﺎﺕ ﺒﻌﻴﻨﻬﺎ ﺩﻭﻥ ﻏﻴﺭﻫﺎ‪ ،‬ﻭﺍﺫﺍ ﻋﻠﻤﻨﺎ ﺍﻥ ﺠل ﺍﻹﻋﻼﻨﺎﺕ ﺍﻝﻤﻨﺸـﻭﺭﺓ ﻫـﻲ‬
‫ﺇﻋﻼﻨﺎﺕ ﺘﺠﺎﺭﻴﺔ‪ ،‬ﺃﻭ ﺘﻘﻭﻡ ﺒﻨﺸﺭﻫﺎ ﻤﺅﺴﺴﺎﺕ ﻭﻤﻨﺸﺄﺕ ﻝﻬﺎ ﻨﺸﺎﻁ ﺘﺠﺎﺭﻱ ﻓـﺈﻥ‬
‫ﺫﻝﻙ ﻴﻌﻨﻲ ﺤﺼﺭ ﺍﻝﻨﺸﺎﻁ ﺍﻻﻗﺘﺼﺎﺩﻱ ﻓﻲ ﺠﻬﺎﺕ ﺒﻌﻴﻨﻬﺎ‪ ،‬ﻤﻤﺎ ﻴـﻨﻌﻜﺱ ﺒﺎﻝﺘـﺎﻝﻲ‬
‫ﻋﻠﻰ ﺘﻨﻭﻉ ﺍﻝﻘﻁﺎﻋﺎﺕ ﺍﻝﻤﻌﻠﻨﺔ‪.‬‬
‫ﻓﻔﻲ ﺍﻝﻤﺠﺘﻤﻌﺎﺕ ﺫﺍﺕ ﺍﻝﻨﻅﺎﻡ ﺍﻻﻗﺘﺼﺎﺩﻱ ﺍﻻﺸﺘﺭﺍﻜﻲ ﻴﻜﺎﺩ ﺍﻝﻘﻁﺎﻉ ﺍﻝﻌـﺎﻡ‬
‫ﻴﺤﺘﻜﺭ ﻜل ﺍﻻﻨﺸﻁﺔ ﺍﻻﻗﺘﺼﺎﺩﻴﺔ ﻓﻲ ﺍﻝﺒﻼﺩ‪ ،‬ﻭﻻﻴﺠﺩ ﺍﻝﻘﻁﺎﻉ ﺍﻝﺨﺎﺹ ﺃﻱ ﻤﺠـﺎل‬
‫‪Copyright © 2017.‬‬
‫‪copyright law.‬‬

‫‪-١١٦-‬‬

‫‪EBSCO Publishing : eBook Arabic Collection Trial - printed on 4/4/2020 5:47 PM via MINISTÈRE DE L''EDUCATION‬‬
‫‪NATIONALE, DE LA FORMATION PROFESSIONNELLE‬‬
‫; ‪AN: 1945112‬‬ ‫;‪.‬‬
‫‪Account: ns063387‬‬
‫‪. All rights reserved. May not be reproduced in any form without permission from the publisher, except fair uses permitted under U.S. or applicable‬‬

‫ﻝﻠﻤﺸﺎﺭﻜﺔ ﻓﻲ ﺫﻝﻙ ﺍﻻ ﺒﻘﺩﺭ ﻀﺌﻴل‪ ،‬ﻭﺒﺎﻝﺘﺎﻝﻲ ﻓﺈﻥ ﻫﺫﺍ ﺍﻝﻭﺍﻗﻊ ﻴﻨﻌﻜﺱ ﺒﺩﻭﺭﻩ ﻋﻠﻰ‬
‫ﺍﻹﻋﻼﻥ‪ ،‬ﺍﺫ ﻴﺅﺩﻱ ﺇﻝﻰ ﺘﻘﻠﺹ ﺍﻝﻘﻁﺎﻋﺎﺕ ﺍﻝﻤﻌﻠﻨﺔ‪ ،‬ﻭﺇﻝﻰ ﺘﺭﺍﺠﻊ ﺍﻝﻨﺸﺎﻁ ﺍﻹﻋﻼﻨﻲ‬
‫ﻋﻤﻭﻤﺎ ﻓﻲ ﻅل ﻏﻴﺎﺏ ﻤﺒﺩﺃ ﺍﻝﻤﻨﺎﻓﺴﺔ‪.‬‬
‫ﺍﻤﺎ ﺍﻷﻨﻅﻤﺔ ﺍﻝﺘﻲ ﻻ ﺘﻀﻊ ﻗﻴﻭﺩ ﻋﻠﻰ ﺍﻝﻨﺸﺎﻁ ﺍﻻﻗﺘﺼﺎﺩﻱ ﻓﺈﻥ ﺍﻝﺤﺎل ﻓﻴﻬﺎ‬
‫ﻤﺨﺘﻠﻑ ﺘﻤﺎﻤﺎ‪ ،‬ﻓﻔﻲ ﺍﻝﻤﺠﺘﻤﻌﺎﺕ ﺍﻝﺘﻲ ﺘﺘﺒﻨـﻰ ﺍﻝﺘﻁﺒﻴﻘـﺎﺕ ﺍﻝﺭﺍﺴـﻤﺎﻝﻴﺔ ﺘﺘﻌـﺩﺩ‬
‫ﺍﻝﻘﻁﺎﻋﺎﺕ ﺍﻝﺘﻲ ﺘﺸﺘﺭﻙ ﻓﻲ ﻤﻤﺎﺭﺴﺔ ﺍﻝﻭﻅﺎﺌﻑ ﺍﻻﻗﺘﺼﺎﺩﻴﺔ‪ ،‬ﻭﻻ ﻴﺘﻭﻗـﻑ ﺫﻝـﻙ‬
‫ﻋﻠﻰ ﻗﻁﺎﻉ ﺒﻌﻴﻨﻪ ﺩﻭﻥ ﻏﻴﺭﻩ‪ ،‬ﻤﻤﺎ ﻴﺭﻓﻊ ﻤﻥ ﻋـﺩﺩ ﺍﻝﻤﺸـﺘﺭﻜﻴﻥ ﻓـﻲ ﺍﻝﻨﺸـﺎﻁ‬
‫ﺍﻹﻋﻼﻨﻲ‪ ،‬ﻭﺒﺎﻝﺘﺎﻝﻲ ﺘﺯﺩﺍﺩ ﺍﻝﻘﻁﺎﻋﺎﺕ ﺍﻝﻤﻌﻠﻨﺔ ﺘﻨﻭﻋﹰﺎ ﻭﺜﺭﺍﺀ‪.‬‬
‫ﻭﻫﻜﺫﺍ ﻴﺅﺜﺭ ﺍﻝﻨﻅﺎﻡ ﺍﻻﻗﺘﺼﺎﺩﻱ ﺍﻝﺴﺎﺌﺩ ﻋﻠﻰ ﺯﻴـﺎﺩﺓ‪ ،‬ﺃﻭ ﺘﺭﺍﺠـﻊ ﺤﺠـﻡ‬
‫ﺤﻀﻭﺭ ﺍﻝﻘﻁﺎﻋﺎﺕ ﺍﻝﻤﻌﻠﻨﺔ ﻓﻲ ﻭﺴﺎﺌل ﺍﻹﻋﻼﻥ ﺍﻝﻤﺤﺘﻠﻔﺔ‪.‬‬

‫‪ ٢‬ـ ﺤﺠﻡ ﺍﻝﻨﺸﺎﻁ ﺍﻻﻗﺘﺼﺎﺩﻱ ﻓﻲ ﺍﻝﻤﺤﺘﻤﻊ‪:‬‬

‫ﻜﻠﻤﺎ ﺍﺯﺩﺍﺩ ﺤﺠﻡ ﺍﻝﻨﺸﺎﻁ ﺍﻻﻗﺘﺼﺎﺩﻱ ﻓﻲ ﺍﻝﻤﺠﺘﻤﻊ ﺍﺯﺩﺍﺩ ﺍﻝﻨﺸﺎﻁ ﺍﻹﻋﻼﻨﻲ‪،‬‬
‫ﻭﻜﺜﺭ ﻋﺩﺩ ﺍﻝﻤﻌﻠﻨﻴﻥ‪ ،‬ﻭﺘﻨﻭﻋﺕ ﺍﻝﻘﻁﺎﻋﺎﺕ ﺍﻝﻤﻌﻠﻨﺔ‪ ،‬ﺫﻝﻙ ﺍﻥ ﺍﻝﻤﺠﺘﻤﻊ ﺍﻝﺫﻱ ﻴﻌﻴﺵ‬
‫ﺤﺎﻝﺔ ﻤﻥ ﺍﻻﻨﺘﻌﺎﺵ ﺍﻻﻗﺘﺼﺎﺩﻱ‪ ،‬ﻭﻴﺸﻬﺩ ﺤﺭﻜﺔ ﺍﻗﺘﺼﺎﺩﻴﺔ ﻤﻜﺜﻔﺔ ﺴﻴﺸـﻬﺩ ﻓـﻲ‬
‫ﺍﻝﻤﻘﺎﺒل ﺍﻨﻜﺎﺴﺎ ﻝﺫﻝﻙ ﺍﻻﻨﺘﻌﺎﺵ ﻭﺍﻝﻨﺸﺎﻁ ﻴﺘﺒﻠﻭﺭ ﻓﻲ ﻋﺩﺓ ﺼﻭﺭ ﻭﺍﺸﻜﺎل ﻤﻥ ﺒﻴﻨﻬﺎ‬
‫ﺍﻹﻋﻼﻥ‪.‬‬
‫ﻓﺎﺯﺩﻴﺎﺩ ﺍﻝﺤﺭﻜﺔ ﺍﻻﻓﺘﺼﺎﺩﻴﺔ ﺩﺍﺨل ﺍﻝﻤﺤﺘﻤﻊ ﺴﻭﻑ ﻴﺸﺠﻊ ﺒﺩﻭﺭﻩ ﻤﺨﺘﻠـﻑ‬
‫ﺍﻝﻘﻁﺎﻋﺎﺕ ﻋﻠﻰ ﺍﻥ ﻴﻜﻭﻥ ﻝﻬﺎ ﺩﻭﺭﹰﺍ ﻓﻲ ﺍﻝﺤﻴﺎﺓ ﻝﻼﻗﺘﺼﺎﺩﻴﺔ‪ ،‬ﻭﻴﺴﺎﻫﻡ ﻜل ﺫﻝﻙ ﻓﻲ‬
‫ﺯﻴﺎﺩﺓ ﺩﻭﺭﺍﻥ ﻋﺠﻠﺔ ﺍﻝﻨﻤﻭ ﺍﻻﻗﺘﺼﺎﺩﻱ‪ ،‬ﻭﺘﻜﺩﺱ ﺍﻻﻨﺘﺎﺝ‪ ،‬ﻭﺘﻌﺩﺩ ﻭﺘﻨﻭﻉ ﺍﻝﺨﺩﻤﺎﺕ‪،‬‬
‫ﻭﺍﻝﺴﻠﻊ ﺍﻝﻤﻌﺭﻭﻀﺔ ﻓﻲ ﺍﻝﺴﻭﻕ‪ ،‬ﻭﺒﺎﻝﺘﺎﻝﻲ ﺍﻗﺒﺎل ﺍﻝﻘﻁﺎﻋﺎﺕ ﺍﻝﻤﺸﺘﺭﻜﺔ ﻓﻲ ﺍﻝﻨﺸﺎﻁ‬
‫ﺍﻻﻗﺘﺼﺎﺩﻱ ﻋﻠﻰ ﺍﺨﺘﻼﻑ ﺍﻨﻭﺍﻋﻪ ﻭﻤﺠﺎﻻﺘﻪ ﻋﻠﻰ ﻨﺸﺭ ﺇﻋﻼﻨﺎﺘﻬﺎ ﺍﻝﺘﻲ ﺘﺭﻭﺝ ﻝﺘﻠﻙ‬
‫‪Copyright © 2017.‬‬
‫‪copyright law.‬‬

‫‪-١١٧-‬‬

‫‪EBSCO Publishing : eBook Arabic Collection Trial - printed on 4/4/2020 5:47 PM via MINISTÈRE DE L''EDUCATION‬‬
‫‪NATIONALE, DE LA FORMATION PROFESSIONNELLE‬‬
‫; ‪AN: 1945112‬‬ ‫;‪.‬‬
‫‪Account: ns063387‬‬
‫‪. All rights reserved. May not be reproduced in any form without permission from the publisher, except fair uses permitted under U.S. or applicable‬‬

‫ﺍﻝﺴﻠﻊ ﻭﺍﻝﺨﺩﻤﺎﺕ ﻋﺒﺭ ﻭﺴﺎﺌل ﺍﻹﻋﻼﻥ ﺍﻝﻤﺨﺘﻠﻔﺔ‪ ،‬ﺴﻌﻴﹰﺎ ﻭﺭﺍﺀ ﺯﻴﺎﺩﺓ ﺘﺤﻘﻴﻕ ﺍﻝﻤﺯﻴﺩ‬
‫ﻤﻥ ﺍﻝﻤﻜﺎﺴﺏ‪ ،‬ﻭﺍﺤﺘﻼل ﻤﻜﺎﻨﺔ ﻻﺌﻘﺔ ﻭﻤﺭﻤﻭﻗﺔ ﻓﻲ ﺍﻝﺴﻭﻕ‪.‬‬
‫ﻭﻫﻜﺫﺍ ﻓﺈﻥ ﻜﺜﺎﻓﺔ ﺍﻝﻨﺸﺎﻁ ﺍﻻﻗﺘﺼﺎﺩﻱ ﺘﺴﻬﻡ ﻓﻲ ﺍﺯﺩﻴﺎﺩ ﻭﺘﻨﻭﻉ ﺍﻝﻘﻁﺎﻋـﺎﺕ‬
‫ﺍﻝﻤﻌﻠﻨﺔ‪ ،‬ﺍﻻ ﺃﻥ ﺫﻝﻙ ﻻ ﻴﺘﻡ ﺒﻤﻌﺯل ﻋﻥ ﻋﺩﺩ ﻤﻥ ﺍﻝﻌﻭﺍﻤل ﺍﻷﺨـﺭﻯ ﺍﻝﻤﺘﺸـﺎﺒﻜﺔ‬
‫ﻭﺍﻝﻤﺘﺩﺍﺨﻠﺔ ﺍﻝﺘﻲ ﺘﺅﺩﻱ ﺩﻭﺭﹰﺍ ﻤﻬﻤﺎ ﻭﺍﺴﺎﺴﻴﹰﺎ ﻓﻲ ﻫﺫﺍ ﺍﻝﺠﺎﻨﺏ‪.‬‬

‫‪ ٣‬ـ ﺍﻻﻨﻔﺘﺎﺡ ﺍﻻﻗﺘﺼﺎﺩﻱ ﻋﻠﻰ ﺍﻝﺨﺎﺭﺝ‪:‬‬

‫ﻤﻥ ﺒﻴﻥ ﺃﻫﻡ ﺍﻝﻌﻭﺍﻤل ﺍﻝﺘﻲ ﺘﺅﺜﺭ ﻋﻠﻰ ﺘﻌﺩﺩ ﻭﺘﻨﻭﻉ ﺍﻝﻘﻁﺎﻋﺎﺕ ﺍﻝﻤﻌﻠﻨﺔ ﺤﺎﻝﺔ‬
‫ﺍﻻﻨﻔﺘﺎﺡ ﺍﻻﻗﺘﺼﺎﺩﻱ ﻝﻠﻤﺠﺘﻤﻊ ﻋﻠﻰ ﺍﻝﺨﺎﺭﺝ‪ ،‬ﻭﻫﻲ ﺍﻝﺤﺎﻝﺔ ﺍﻝﺘﻲ ﻴﻤﻜﻥ ﺍﻝﺘﻌـﺭﻑ‬
‫ﻋﻠﻴﻬﺎ ﻤﻥ ﺨﻼل ﺍﻝﺘﺸﺭﻴﻌﺎﺕ ﺍﻻﻗﺘﺼﺎﺩﻴﺔ ﺍﻝﺴﺎﺭﻴﺔ‪ ،‬ﻭﺍﻝﺘﻲ ﺘﻌﻜﺱ ﻤﺩﻯ ﺍﻝﺴـﻤﺎﺡ‬
‫ﻝﻼﺠﺎﻨﺏ ﻤﻥ ﻏﻴﺭ ﺍﺒﻨﺎﺀ ﺍﻝﺒﻠﺩ ﺒﺎﻝﻤﺸﺎﺭﻜﺔ ﻓﻲ ﺍﻝﻌﻤﻠﻴﺔ ﺍﻻﻗﺘﺼﺎﺩﻴﺔ‪ ،‬ﻭﻤـﻥ ﺨـﻼل‬
‫ﺍﻴﻀﺎ ﺤﺠﻡ ﺍﻝﺘﺠﺎﺭﺓ ﺍﻝﺨﺎﺭﺠﻴﺔ‪ ،‬ﺨﺎﺼﺔ ﻓﻴﻤﺎ ﻴﺘﻌﻠﻕ ﺒﻌﻤﻠﻴﺎﺕ ﺍﻻﺴﺘﻴﺭﺍﺩ‪.‬‬
‫ﺫﻝﻙ ﺍﻥ ﻜل ﻤﻥ ﺍﻝﺤﻀﻭﺭ ﺍﻝﻤﺒﺎﺸﺭ ﻝﻠﻤﺴـﺘﺜﻤﺭ ﺍﻷﺠﻨﺒـﻲ‪ ،‬ﻭﺍﻻﺴـﺘﻴﺭﺍﺩ‬
‫ﺍﻝﻤﻜﺜﻑ ﻤﻥ ﺍﻝﺨﺎﺭﺝ ﻴﺠﻌل ﻤﻥ ﺍﻝﻤﺠﺘﻤﻊ ﺍﻝﺫﻱ ﺘﺘﻡ ﻓﻴﻪ ﻫﺫﻩ ﺍﻝﻌﻤﻠﻴﺔ ﻤﺤﻁ ﺍﻫﺘﻤﺎﻡ‬
‫ﻤﻥ ﻗﻁﺎﻋﺎﺕ ﺨﺎﺭﺠﻴﺔ‪ ،‬ﻋﻠﻰ ﺍﻋﺘﺒﺎﺭ ﺍﻨﻪ ﻴﻤﺜل ﺴﻭﻗﺎ ﻤﻬﻤﺔ ﻝﻬﺎ‪.‬‬
‫ﻭﻴﺅﺩﻱ ﺫﻝﻙ ﺇﻝﻰ ﻅﻬﻭﺭ ﻗﻁﺎﻋﺎﺕ ﺍﺠﻨﺒﻴﺔ ﻤﺘﻌﺩﺩﺓ ﻋﺒﺭ ﻭﺴـﺎﺌل ﺍﻹﻋـﻼﻥ‬
‫ﺍﻝﻤﺤﻠﻴﺔ ﻤﻤﺎ ﻴﺅﺩﻱ ﺇﻝﻰ ﺘﻨﻭﻉ ﻭﺜﺭﺍﺀ ﺍﻝﻘﻁﺎﻋﺎﺕ ﺍﻝﻤﻌﻠﻨﺔ‪.‬‬
‫ﻭﻤﻥ ﺍﻝﻌﻭﺍﻤل ﺍﻝﺘﻲ ﺘﺴﺎﻋﺩ ﻋﻠﻰ ﺯﻴﺎﺩﺓ ﺤﻀﻭﺭ ﺍﻝﻘﻁﺎﻉ ﺍﻷﺠﻨﺒﻲ ﺍﺤﺴـﺎﺱ‬
‫ﺫﻝﻙ ﺍﻝﻘﻁﺎﻉ ﺒﻭﺠﻭﺩ ﺴﻭﻕ ﻝﻪ‪ ،‬ﻭﻫﻭ ﻤﺎ ﻴﻤﻜﻥ ﺘﺭﺠﻤﺘﻪ ﻤﻥ ﺨﻼل ﺍﻻﻗﺒـﺎل ﻋﻠـﻰ‬
‫ﺍﻝﺴﻠﻊ ﻭﺍﻝﺨﺩﻤﺎﺕ ﻭﺍﻷﻋﻤﺎل ﺍﻝﺘﻲ ﻴﻘﻭﻡ ﺒﻤﻤﺎﺭﺴﺘﻬﺎ‪ ،‬ﻓﻜﻠﻤﺎ ﺍﺯﺩﺍﺩ ﺘﻌﺎﻤل ﺍﻝﺠﻤﻬﻭﺭ‬
‫ﻭﺍﻝﻤﺅﺴﺴﺎﺕ ﻤﻊ ﻤﺎ ﻫﻭ ﻤﻌﺭﻭﺽ ﻤﻥ ﺴﻠﻊ ﻭﺨﺩﻤﺎﺕ ﻭﺍﻋﻤـﺎل ﺃﺠﻨﺒﻴـﺔ ﺃﺯﺩﺍﺩ‬
‫‪Copyright © 2017.‬‬
‫‪copyright law.‬‬

‫‪-١١٨-‬‬

‫‪EBSCO Publishing : eBook Arabic Collection Trial - printed on 4/4/2020 5:47 PM via MINISTÈRE DE L''EDUCATION‬‬
‫‪NATIONALE, DE LA FORMATION PROFESSIONNELLE‬‬
‫; ‪AN: 1945112‬‬ ‫;‪.‬‬
‫‪Account: ns063387‬‬
‫‪. All rights reserved. May not be reproduced in any form without permission from the publisher, except fair uses permitted under U.S. or applicable‬‬

‫ﺃﻫﺘﻤﺎﻡ ﻭﺃﻗﺒﺎل ﺘﻠﻙ ﺍﻝﻘﻁﺎﻋﺎﺕ ﺍﻷﺠﻨﺒﻴﺔ ﻋﻠﻰ ﺤﺠﺯ ﻤﺴﺎﺤﺎﺕ ﺇﻋﻼﻨﻴﺔ ﻤﻬﻤﺔ ﻓﻲ ﻤﺎ‬
‫ﻫﻭ ﻤﺘﺎﺡ ﻤﻥ ﻭﺴﺎﺌل ﺇﻋﻼﻨﻴﺔ ﺒﻤﺎ ﻴﻌﺯﺯ ﻤﻥ ﻤﻜﺎﻨﺘﻬﺎ ﻭﺩﻭﺭﻫﺎ ﻓﻲ ﺍﻝﺴﻭﻕ ﺍﻝﻤﺤﻠﻲ‪.‬‬
‫ﻭﻫﻜﺫﺍ ﻓﺈﻥ ﻤﻥ ﺸﺄﻥ ﺍﻻﻨﻔﺘﺎﺡ ﺍﻻﻗﺘﺼﺎﺩﻱ ﻋﻠﻰ ﺍﻝﺨﺎﺭﺝ ﺃﻥ ﻴﺴﻬﻡ ﺒﺩﺭﺠـﺔ‬
‫ﻤﻌﻴﻨﺔ ﻓﻲ ﺘﻨﻭﻉ ﻭﺘﻌﺩﺩ ﺍﻝﻘﻁﺎﻋﺎﺕ ﺍﻝﻤﻌﻠﻨﺔ‪.‬‬
‫ﻫﺫﻩ ﻫﻲ ﺃﻫﻡ ﺍﻝﻌﻭﺍﻤل ﻭﺍﻻﻋﺘﺒﺎﺭﺍﺕ ﺍﻝﺘﻲ ﺘﺅﺜﺭ ﻓﻲ ﻨﻭﻉ ﻭﺤﺠﻡ ﺍﻝﻘﻁﺎﻋﺎﺕ‬
‫ﺍﻝﻤﻌﻠﻨﺔ ﻓﻲ ﺃﻱ ﻤﺠﺘﻤﻊ‪ ،‬ﻭﻫﻲ ﻋﻭﺍﻤل ﺘﺘﺩﺍﺨل ﻤﻊ ﺒﻌﻀﻬﺎ‪ ،‬ﻭﻴﺘﻔﺎﻭﺕ ﻤﺩﻯ ﺘﺄﺜﻴﺭ‬
‫ﻜل ﻤﻨﻬﺎ ﻤﻥ ﻤﺠﺘﻤﻊ ﺇﻝﻰ ﺃﺨﺭ ﺘﺒﻌﹰﺎ ﻝﻠﻤﻌﻁﻴﺎﺕ ﺍﻝﺴﺎﺌﺩﺓ ﻓﻲ ﻜل ﻤﺠﺘﻤﻊ‪.‬‬
‫ﺍﻤﺎ ﻓﻴﻤﺎ ﻴﺨﺹ ﺃﻨﻭﺍﻉ ﺍﻝﻘﻁﺎﻋﺎﺕ ﺍﻝﻤﻌﻠﻨﺔ ﻓﻲ ﻋﻤﻭﻤﻬﺎ ﺒﻐﺽ ﺍﻝﻨﻅﺭ ﻋـﻥ‬
‫ﺤﺠﻡ ﺤﻀﻭﺭ ﺃﻭ ﺘﺭﺍﺠﻊ ﻜل ﻤﻨﻬﺎ ﻓﺈﻨﻪ ﻴﻤﻜﻥ ﺘﺤﺩﻴﺩ ﺘﻠﻙ ﺍﻝﻘﻁﺎﻋﺎﺕ ﻓﻴﻤﺎ ﻴﻠﻲ‪:‬‬

‫‪ ١‬ـ ﺍﻝﻘﻁﺎﻉ ﺍﻝﺨﺎﺹ‪:‬‬

‫ﻴﻌﺘﺒﺭ ﺍﻝﻘﻁﺎﻉ ﺍﻝﺨﺎﺹ ﻤﻥ ﺃﻜﺜﺭ ﺍﻝﻘﻁﺎﻋﺎﺕ ﺍﻝﻤﻌﻠﻨﺔ ﺃﻫﻤﻴﺔ‪ ،‬ﻓﻬﻭ ﻤﻥ ﺃﻜﺜﺭﻫﺎ‬
‫ﻨﺸﺎﻁﺎﹰ‪ ،‬ﺨﺎﺼﺔ ﻓﻲ ﺍﻝﻤﺠﺎل ﺍﻝﺘﺠﺎﺭﻱ "ﺍﻝﺴﻠﻌﻲ‪ ،‬ﻭﺍﻝﺨﺩﻤﻲ"‪ ،‬ﻋﻠﻰ ﺍﻝﺴﻭﺍﺀ‪ ،‬ﺇﻻ ﺃﻥ‬
‫ﺫﻝﻙ ﻴﻅل ﻤﺘﻌﻠﻘﹰﺎ ﺒﻁﺒﻴﻌﺔ ﺍﻝﻨﻅﺎﻡ ﺍﻻﻗﺘﺼﺎﺩﻱ‪ ،‬ﻓﻔﻲ ﺍﻝﻤﺠﺘﻤﻌﺎﺕ ﺍﻝﺘﻲ ﺘﺤﺘﻜﺭ ﻓﻴﻬـﺎ‬
‫ﺍﻝﺩﻭﻝﺔ ﻤﺠﻤل ﺍﻷﻨﺸﻁﺔ ﺍﻻﻗﺘﺼﺎﺩﻴﺔ ﻜﻤﺎ ﻫﻭ ﺍﻝﺤﺎل ﻓﻲ ﺘﻠﻙ ﺍﻝﺘﻲ ﺘﺄﺨـﺫ ﺒﺎﻝﻨﻅـﺎﻡ‬
‫ﺍﻻﺸﺘﺭﺍﻜﻲ ﻓﺈﻥ ﻨﺼﻴﺏ ﺍﻝﻘﻁﺎﻉ ﺍﻝﺨﺎﺹ ﻤﻥ ﺍﻝﻤﺸﺎﺭﻜﺔ ﻓﻲ ﺍﻝﺤﺭﻜﺔ ﺍﻻﻗﺘﺼـﺎﺩﻴﺔ‬
‫ﻴﻜﻭﻥ ﻤﺤﺩﻭﺩﺍﹰ‪ ،‬ﺤﻴﺙ ﺘﻔﺭﺽ ﺘﻠﻙ ﺍﻝﺩﻭل ﻗﻴﻭﺩﹰﺍ ﺼﺎﺭﻤﺔ ﻋﻠﻰ ﻫﺫﺍ ﺍﻝﻘﻁﺎﻉ‪.‬‬
‫ﺃﻤﺎ ﺍﻝﻤﺠﺘﻤﻌﺎﺕ ﺍﻝﺘﻲ ﻴﺴﻤﺢ ﻨﻅﺎﻤﻬﺎ ﺍﻻﻗﺘﺼﺎﺩﻱ ﺒﺎﻝﺘﻨﺎﻓﺱ‪ ،‬ﻭﻫﻲ ﺘﻠﻙ ﺍﻝﺘﻲ‬
‫ﺘﺄﺨﺫ ﺒﺎﻝﺘﻁﺒﻴﻘﺎﺕ ﺍﻝﺭﺍﺴﻤﺎﻝﻴﺔ ﻓﺈﻥ ﺍﻝﻐﻠﺒﺔ ﻓﻴﻬﺎ ﺘﻜﻭﻥ ﻋﺎﺩﺓ ﻝﻠﻘﻁﺎﻉ ﺍﻝﺨﺎﺹ‪ ،‬ﺍﻝـﺫﻱ‬
‫ﻴﺴﺘﺤﻭﺫ ﻓﻲ ﻫﺫﻩ ﺍﻝﺤﺎﻝﺔ ﻋﻠﻰ ﻤﺠﻤل ﺍﻝﻨﺸﺎﻁ ﺍﻻﻓﺘﺼﺎﺩﻱ‪ ،‬ﻭﻫﻭ ﻤﺎ ﻴﻨﻌﻜﺱ ﻓـﻲ‬
‫ﺍﻝﻤﻘﺎﺒل ﻋﻠﻰ ﺯﻴﺎﺩﺓ ﻤﺸﺎﺭﻜﺔ ﻫﺫﺍ ﺍﻝﻘﻁﺎﻉ ﻓﻲ ﺍﻝﻨﺸﺎﻁ ﺍﻹﻋﻼﻨـﻲ‪ ،‬ﻭﻝﻘـﺩ ﺍﺜﺒﺘـﺕ‬
‫ﺍﻝﺩﺭﺍﺴﺎﺕ ﺍﺭﺘﺒﺎﻁ ﺍﻝﻘﻁﺎﻉ ﺍﻝﺨﺎﺹ ﺒﺎﻹﻋﻼﻨﺎﺕ ﺍﻝﺘﺠﺎﺭﻴﺔ ﺒﺎﻝﺩﺭﺠﺔ ﺍﻻﻭﻝﻰ)‪ ،(١‬ﺃﻱ‬
‫‪Copyright © 2017.‬‬
‫‪copyright law.‬‬

‫‪-١١٩-‬‬

‫‪EBSCO Publishing : eBook Arabic Collection Trial - printed on 4/4/2020 5:47 PM via MINISTÈRE DE L''EDUCATION‬‬
‫‪NATIONALE, DE LA FORMATION PROFESSIONNELLE‬‬
‫; ‪AN: 1945112‬‬ ‫;‪.‬‬
‫‪Account: ns063387‬‬
‫‪. All rights reserved. May not be reproduced in any form without permission from the publisher, except fair uses permitted under U.S. or applicable‬‬

‫ﻜﻠﻤﺎ ﺍﺯﺩﺍﺩ ﺤﺠﻡ ﺍﻹﻋﻼﻨﺎﺕ ﺍﻝﺘﺠﺎﺭﻴﺔ ﻜﺎﻥ ﺫﻝﻙ ﻤﺅﺸﺭﹰﺍ ﻋﻠﻰ ﻭﺠﻭﺩ ﺩﻭﺭ ﻓﺎﻋـل‬
‫ﻭﺍﺴﺎﺴﻲ ﻝﻠﻘﻁﺎﻉ ﺍﻝﺨﺎﺹ ﻓﻲ ﺍﻝﻌﻤﻠﻴﺔ ﺍﻻﻗﺘﺼﺎﺩﻴﺔ ﻓﻲ ﺍﻝﻤﺠﺘﻤﻊ‪.‬‬

‫‪ ٢‬ـ ﺍﻝﻘﻁﺎﻉ ﺍﻝﻌﺎﻡ ‪:‬‬

‫ﻴﺘﻤﺜل ﺍﻝﻘﻁﺎﻉ ﺍﻝﻌﺎﻡ ﺍﻝﺩﻭﻝﺔ ﻓﻲ ﺼﻭﺭﺓ ﺸﺭﻜﺎﺕ ﻭﻤﺅﺴﺴﺎﺕ ﺘﺩﻴﺭ ﻋﺩﺩ ﻤﻥ‬
‫ﺍﻷﻨﺸﻁﺔ ﺍﻻﻗﺘﺼﺎﺩﻴﺔ ﻓﻲ ﺍﻝﻤﺠﺎﻻﺕ ﺍﻝﻤﺨﺘﻠﻔﺔ‪ ،‬ﺘﺠﺎﺭﻴﺔ‪ ،‬ﺃﻭ ﻏﻴﺭ ﺘﺠﺎﺭﻴﺔ‪ ،‬ﻭﻴﺘﺤﺩﺩ‬
‫ﺩﻭﺭ ﺍﻝﻘﻁﺎﻉ ﺍﻝﻌﺎﻡ ﻓﻲ ﺍﻝﻤﺠﺘﻤﻊ ﺒﻨﺎﺀ ﻋﻠﻰ ﻁﺒﻴﻌﺔ ﺍﻝﻨﻅﺎﻡ ﺍﻻﻗﺘﺼـﺎﺩﻱ ﺍﻝﺴـﺎﺌﺩ‪،‬‬
‫ﻭﺍﻝﺘﺸﺭﻴﻌﺎﺕ ﺍﻝﻤﺘﻌﻠﻘﺔ ﺒﺘﻭﺯﻴﻊ ﺍﻷﺩﻭﺍﺭ ﻓﻴﻤﺎ ﻴﺨﺹ ﻤﻤﺎﺭﺴﺔ ﺍﻷﻨﺸﻁﺔ ﺍﻻﻗﺘﺼﺎﺩﻴﺔ‪.‬‬
‫ﻓﺎﻝﻨﻅﻡ ﺍﻻﺸﺘﺭﺍﻜﻴﺔ ﺍﻝﺘﻲ ﺘﻤﻨﺢ ﺍﻝﻘﻁﺎﻉ ﺍﻝﻌﺎﻡ ﻤﺯﺍﻴﺎ ﺘﺠﻌل ﻤﻨـﻪ ﺍﻝﻼﻋـﺏ‬
‫ﺍﻝﺭﺌﻴﺴﻲ ﻓﻲ ﺍﻝﺴﺎﺤﺔ ﺍﻻﻗﺘﺼﺎﺩﻴﺔ‪ ،‬ﺃﻤﺎ ﻓﻲ ﺍﻷﻨﻅﻤﺔ ﺍﻝﺭﺍﺴﻤﺎﻝﻴﺔ ﻓﺈﻥ ﺩﻭﺭ ﺍﻝﻘﻁـﺎﻉ‬
‫ﺍﻝﻌﺎﻡ ﻴﻅل ﻤﺤﺩﻭﺩﹰﺍ ﺒﺼﻭﺭﺓ ﻜﺒﻴﺭﺓ‪ ،‬ﻭﺒﺎﻝﻁﺒﻊ ﻻﺒﺩ ﺍﻥ ﻴﻨﻌﻜﺱ ﺫﻝﻙ ﻋﻠﻰ ﻨﺼـﻴﺏ‬
‫ﻫﺫﺍ ﺍﻝﻘﻁﺎﻉ ﻓﻲ ﺍﻝﺴﻭﻕ ﺍﻹﻋﻼﻨﻲ‪.‬‬
‫ﺇﻻ ﺃﻨﻪ ﻻﺒﺩ ﻤﻥ ﺍﻝﺘﺄﻜﻴﺩ ﻫﻨﺎ ﺃﻨﻪ ﻓﻲ ﻅل ﺍﻷﻨﻅﻤﺔ ﺍﻻﺸﺘﺭﺍﻜﻴﺔ ﺍﻝﺘﻲ ﻴﻘـﻭﻡ‬
‫ﻨﺸﺎﻁﻬﺎ ﺍﻻﻗﺘﺼﺎﺩﻱ ﻋﻠﻰ ﺍﻝﻘﻁﺎﻉ ﺍﻝﻌﺎﻡ ﻓﺈﻥ ﺤﺠﻡ ﺍﻹﻋـﻼﻥ ﺍﻝﺘﺠـﺎﺭﻱ ﻴﻜـﻭﻥ‬
‫ﻤﺤﺩﻭﺩﺍﹰ‪ ،‬ﻭﺫﻝﻙ ﻨﻅﺭﹰﺍ ﻝﻐﻴﺎﺏ ﺍﻝﺘﻨﺎﻓﺱ ﺩﺍﺨل ﻫﺫﻩ ﺍﻻﻨﻅﻤـﺔ‪ ،‬ﻭﺒﺎﻝﺘـﺎﻝﻲ ﺘﺤﺘﻜـﺭ‬
‫ﺸﺭﻜﺎﺕ ﻤﻌﻴﻨﺔ ﺍﻨﺘﺎﺝ ﺴﻠﻊ ﺒﺫﺍﺘﻬﺎ ﺩﻭﻥ ﺍﻥ ﻴﻜﻭﻥ ﻫﻨﺎﻙ ﻤﻥ ﻴﺯﺍﺤﻤﻬﺎ ﻓﻲ ﺍﻝﺴﻭﻕ‪،‬‬
‫ﺍﻷﻤﺭ ﺍﻝﺫﻱ ﻴﻘﻠﺹ ﻤﻥ ﺤﺠﻡ ﺍﻝﻨﺸﺎﻁ ﺍﻹﻋﻼﻨﻲ ﺍﺠﻤﺎﻻﹰ‪ ،‬ﺫﻝﻙ ﺍﻥ ﺍﻹﻋﻼﻥ ﺍﻝﺘﺠﺎﺭﻱ‬
‫ﻋﻠﻰ ﻭﺠﻪ ﺍﻝﺨﺼﻭﺹ ﻴﺭﺘﺒﻁ ﺍﺴﺎﺴ ﹰﺎ ﺒﻤﺒﺩﺃ ﺍﻝﻤﻨﺎﻓﺴﺔ ﺍﻝﺫﻱ ﻫﻭ ﻓﻲ ﺍﻷﻏﻠﺏ ﻤـﻥ‬
‫ﺨﺼﺎﺌﺹ ﺍﻝﻘﻁﺎﻉ ﺍﻝﺨﺎﺹ ﺩﻭﻥ ﻏﻴﺭﻩ‪.‬‬

‫‪ ٣‬ـ ﻗﻁﺎﻉ ﺍﻻﻓﺭﺍﺩ‪:‬‬

‫ﻴﻌﺩ ﻗﻁﺎﻉ ﺍﻷﻓﺭﺍﺩ ﺃﺤﺩ ﺍﻝﻘﻁﺎﻋﺎﺕ ﺍﻝﻤﻌﻠﻨﺔ‪ ،‬ﺇﻻ ﺃﻥ ﻭﺴﺎﺌل ﺍﻹﻋﻼﻡ ﻻ ﺘﻌﺘﻤﺩ‬
‫ﻜﺜﻴﺭﹰﺍ ﻓﻲ ﺘﺤﻘﻴﻕ ﺍﺭﺒﺎﺤﻬﺎ ﻤﻥ ﺍﻹﻋﻼﻥ ﻋﻠﻰ ﻫﺫﺍ ﺍﻝﻘﻁﺎﻉ‪ ،‬ﻨﻅﺭﹰﺍ ﻝﻜﻭﻥ ﺇﻋﻼﻨﺎﺘـﻪ‬
‫ﻏﺎﻝﺒﹰﺎ ﻤﺎ ﺘﻜﻭﻥ ﻤﺤﺩﻭﺩﺓ ﺍﻝﺤﺠﻡ ﺴﻭﺍﺀ ﻤﻥ ﺤﻴﺙ ﺍﻝﻜﻡ‪ ،‬ﺃﻭ ﻤﻥ ﺤﻴﺙ ﺍﻝﻤﺴـﺎﺤﺎﺕ‬
‫‪Copyright © 2017.‬‬
‫‪copyright law.‬‬

‫‪-١٢٠-‬‬

‫‪EBSCO Publishing : eBook Arabic Collection Trial - printed on 4/4/2020 5:47 PM via MINISTÈRE DE L''EDUCATION‬‬
‫‪NATIONALE, DE LA FORMATION PROFESSIONNELLE‬‬
‫; ‪AN: 1945112‬‬ ‫;‪.‬‬
‫‪Account: ns063387‬‬
‫‪. All rights reserved. May not be reproduced in any form without permission from the publisher, except fair uses permitted under U.S. or applicable‬‬

‫ﻼ ﻤﺎﻝﻴﺎ‬
‫ﻼ ﺇﻋﻼﻨﻴﹰﺎ ﻴﺘﻴﺢ ﻝﻠﺼﺤﻑ ﺩﺨ ﹰ‬
‫ﺍﻝﺘﻲ ﺘﺤﺘﻠﻬﺎ‪ ،‬ﺇﻻ ﺃﻥ ﻫﺫﺍ ﺍﻝﻘﻁﺎﻉ ﻗﺩ ﻴﺸﻜل ﺒﺩﻴ ﹰ‬
‫ﻭﻝﻭ ﺒﺼﻭﺭﺓ ﻤﺤﺩﻭﺩﺓ‪ ،‬ﻭﺫﻝﻙ ﻋﻨﺩﻤﺎ ﺘﺘﺨﻠﻰ ﺍﻝﻘﻁﺎﻋﺎﺕ ﺍﻷﺨﺭﻯ ﻋﻥ ﻨﺸﺭ ﺍﻹﻋﻼﻥ‬
‫ﻹﺴﺒﺎﺏ ﻤﺘﻌﺩﺩﺓ‪.‬‬
‫ﻭﻝﻌل ﻤﺎ ﺤﺼل ﻓﻲ ﺜﻤﺎﻨﻴﻨﻴﺎﺕ ﺍﻝﻘﺭﻥ ﺍﻝﻤﺎﻀﻲ ﻓﻲ ﺍﻝﺼﺤﺎﻓﺔ ﺍﻝﻠﻴﺒﻴﺔ ﺨﻴـﺭ‬
‫ﺩﻝﻴل ﻋﻠﻰ ﺫﻝﻙ‪ ،‬ﻓﻘﺩ ﻏﺎﺏ ﺍﻝﻘﻁﺎﻉ ﺍﻝﺨﺎﺹ ﻋﻥ ﺍﻝﺴﺎﺤﺔ ﺍﻻﻗﺘﺼـﺎﺩﻴﺔ‪ ،‬ﻭﻅﻠـﺕ‬
‫ﺇﻋﻼﻨﺎﺕ ﺍﻝﻘﻁﺎﻉ ﺍﻝﻌﺎﻡ ﺸﺤﻴﺤﺔ‪ ،‬ﻭﺒﺎﻝﺘﺎﻝﻲ ﻓﻘﺩ ﻫﻴﻤﻨﺕ ﺇﻋﻼﻨﺎﺕ ﻗﻁـﺎﻉ ﺍﻷﻓـﺭﺍﺩ‬
‫ﻋﻠﻰ ﺇﻋﻼﻨﺎﺕ ﺍﻝﻘﻁﺎﻋﺎﺕ ﺍﻷﺨﺭﻯ)*(‪.‬‬
‫ﻭﺘﻤﺜﻠﺕ ﺇﻋﻼﻨﺎﺕ ﺍﻷﻓﺭﺍﺩ ﻓﻲ ﺘﻠﻙ ﺍﻝﻔﺘﺭﺓ ﻓﻲ ﻤﺠﻤﻭﻋﺔ ﻤـﻥ ﺍﻹﻋﻼﻨـﺎﺕ‬
‫ﺍﻝﺸﺨﺼﻴﺔ‪ ،‬ﻤﺜل‪ :‬ﺘﻌﺩﻴﻼﺕ ﺍﻷﺴﻤﺎﺀ ﻭﺍﻝﻌﻤﺎﺭ ﻭﺍﻷﻝﻘﺎﺏ‪ ،‬ﻭﺍﻻﻗﺎﻤـﺔ‪ ،‬ﻭﺇﻋﻼﻨـﺎﺕ‬
‫ﺍﻝﺘﻬﺎﻨﻲ ﻭﺍﻝﻤﻨﺴﺒﺎﺕ ﺍﻝﻤﺨﺘﻠﻔﺔ‪ ،‬ﻤﺜل‪ :‬ﺍﻝﺨﻁﻭﺒﺔ ﻭﻋﻘﺩ ﺍﻝﻘﺭﺍﻥ ﻭﺍﻝﺯﻭﺍﺝ ﻭﺍﻝﻨﺠـﺎﺡ‪،‬‬
‫ﻭﻏﻴﺭﻋﺎ ﻤﻥ ﺍﻝﻤﻨﺎﺴﺒﺎﺕ ﺍﻝﺴﻌﻴﺩﺓ ﺍﻻﺨﺭﻯ‪ ،‬ﺒﺎﻹﻀﺎﻓﺔ ﺇﻝﻰ ﺇﻋﻼﻨﺎﺕ ﺍﻝﻭﻓﻴﺎﺕ‪ ..‬ﻭﻤﺎ‬
‫ﺇﻝﻰ ﺫﻝﻙ ﻤﻥ ﺍﻹﻋﻼﻨﺎﺕ ﺍﻝﺸﺨﺼﻴﺔ ﺍﻝﺘﻲ ﺴﺎﺩﺕ ﻓﻲ ﺍﻝﺼﺤﺎﻓﺔ ﺍﻝﻠﻴﺒﻴﺔ ﺨﻼل ﺍﻝﻔﺘﺭﺓ‬
‫ﺍﻝﺸﺎﺭ ﺍﻝﻴﻬﺎ‪.‬‬

‫‪ ٤‬ـ ﺍﻝﻘﻁﺎﻉ ﺍﻝﺤﻜﻭﻤﻲ‪:‬‬

‫ﺘﻘﻭﻡ ﺃﺠﻬﺯﺓ ﺍﻝﺩﻭﻝﺔ ﺍﻝﺭﺴﻤﻴﺔ ﻓﻲ ﺍﻝﻜﺜﻴﺭ ﻤـﻥ ﺍﻷﺤﻴـﺎﻥ ﺒﻨﺸـﺭ ﺒﻌـﺽ‬
‫ﺍﻹﻋﻼﻨﺎﺕ ﺍﻝﻤﺘﺼﻠﺔ ﺒﻬﺎ‪ ،‬ﻭﻴﺴﻤﻰ ﻫﺫﺍ ﺍﻝﻨـﻭﻉ ﻤـﻥ ﺍﻹﻋﻼﻨـﺎﺕ ﺒﺎﻹﻋﻼﻨـﺎﺕ‬
‫ﺍﻝﺤﻜﻭﻤﻴﺔ‪ ،‬ﻭﺫﻝﻙ ﺒﻐﺽ ﺍﻝﻨﻅﺭ ﻋﻥ ﻤﻀﻤﻭﻨﻬﺎ‪ ،‬ﻭﻴﻀﻡ ﻫﺫﺍ ﺍﻝﻘﻁﺎﻉ ﺍﻝـﻭﺯﺍﺭﺍﺕ‬
‫ﺍﻝﻤﺨﺘﻠﻔﺔ‪ ،‬ﻭﺍﻝﻤﺅﺴﺴﺎﺕ ﺍﻝﺘﺎﺒﻌﺔ ﻝﻬﺎ‪ ،‬ﻜﺎﻝﺠﺎﻤﻌﺎﺕ‪ ،‬ﻭﺍﻝﻬﻴﺌﺎﺕ‪ ،‬ﻭﺍﻝﻤﺼﺎﻝﺢ ﺍﻝﺭﺴﻤﻴﺔ‪.‬‬
‫ﻭﺘﺘﺭﻜﺯ ﺇﻋﻼﻨﺎﺕ ﻫﺫﺍ ﺍﻝﻘﻁﺎﻉ ﻋﺎﺩﺓ ﻓﻲ ﺍﻝﻌﻁﺎﺀﺍﺕ ﺍﻝﺘﻲ ﺘﻘـﻭﻡ ﺍﻝﺤﻜﻭﻤـﺔ‬
‫ﺒﻁﺭﺤﻬﺎ ﺃﻤﺎﻡ ﺍﻝﺸﺭﻜﺎﺕ ﺍﻝﻤﻨﻔﺫﺓ‪ ،‬ﻜﻤﺎ ﺘﺸﻤل ﺃﻴﻀـﺎ ﺍﻻﺨﻁـﺎﺭﺍﺕ‪ ،‬ﻜﺈﻋﻼﻨـﺎﺕ‬
‫‪Copyright © 2017.‬‬
‫‪copyright law.‬‬

‫‪-١٢١-‬‬

‫‪EBSCO Publishing : eBook Arabic Collection Trial - printed on 4/4/2020 5:47 PM via MINISTÈRE DE L''EDUCATION‬‬
‫‪NATIONALE, DE LA FORMATION PROFESSIONNELLE‬‬
‫; ‪AN: 1945112‬‬ ‫;‪.‬‬
‫‪Account: ns063387‬‬
‫‪. All rights reserved. May not be reproduced in any form without permission from the publisher, except fair uses permitted under U.S. or applicable‬‬

‫ﺍﻝﺘﺠﻨﻴﺩ‪ ،‬ﻭﺇﻋﻼﻨﺎﺕ ﺍﻝﺤـﺞ‪ ،‬ﻭﺇﻋﻼﻨـﺎﺕ ﺍﻝﻭﻅـﺎﺌﻑ ﺍﻝﻤﺭﺘﺒﻁـﺔ ﺒﺎﻝﻤﺅﺴﺴـﺎﺕ‬

‫ﺍﻝﺤﻜﻭﻤﻴﺔ‪ ..‬ﻭﻤﺎ ﺸﺎﺒﻪ ﺫﻝﻙ‪.‬‬
‫ﻭﺍﺠﻤﺎﻻ ﺘﺭﺘﺒﻁ ﺇﻋﻼﻨﺎﺕ ﺍﻝﻘﻁﺎﻉ ﺍﻝﺤﻜﻭﻤﻲ ﺒﺈﻋﻼﻨﺎﺕ ﺍﻷﻋﻤﺎل‪ ،‬ﻭﺇﻋﻼﻨﺎﺕ‬
‫ﺍﻝﻌﻼﻗﺎﺕ ﺍﻝﻌﺎﻤﺔ‪ ،‬ﺃﻤﺎ ﺍﻹﻋﻼﻨﺎﺕ ﺍﻝﺘﺠﺎﺭﻴﺔ ﻓﺈﻨﻬﺎ ﺍﺒﻌﺩ ﻤﺎ ﺘﻜﻭﻥ ﻋﻥ ﺃﻫﺘﻤﺎﻤﺎﺕ ﻫﺫﺍ‬
‫ﺍﻝﻘﻁﺎﻉ‪.‬‬

‫‪ ٥‬ـ ﻗﻁﺎﻉ ﺍﻝﺠﻤﻌﻴﺎﺕ ﻭﺍﻝﻬﻴﺌﺎﺕ ﺍﻷﻫﻠﻴﺔ‪:‬‬

‫ﻴﻀﻡ ﻫﺫﺍ ﺍﻝﻘﻁﺎﻉ ﺍﻝﻤﺅﺴﺴﺎﺕ ﻭﺍﻝﺠﻤﻌﻴﺎﺕ ﻭﺍﻝﻤﻠﺘﻘﻴﺎﺕ ﻭﺍﻝﻨﻭﺍﺩﻱ‪ ،‬ﻭﻤﺨﺘﻠﻑ‬
‫ﺍﻝﺘﻨﻅﻴﻤﺎﺕ ﺍﻷﺨﺭﻯ ﺫﺍﺕ ﺍﻝﻁﺎﺒﻊ ﺍﻷﻫﻠﻲ‪ ،‬ﺃﻭ ﻤﺎ ﻴﻤﻜﻥ ﺍﻥ ﻴﻁﻠﻕ ﻋﻠﻴﻪ ﻤﺅﺴﺴﺎﺕ‬
‫ﺍﻝﻤﺠﺘﻤﻊ ﺍﻷﻫﻠﻲ‪.‬‬
‫ﻭﻴﺨﺘﻠﻑ ﻤﺴﺘﻭﻯ ﺤﻀﻭﺭ ﻫﺫﺍ ﺍﻝﻘﻁﺎﻉ ﻤﻥ ﻤﺠﺘﻤـﻊ ﺇﻝـﻰ ﺃﺨـﺭ‪ ،‬ﺘﺒﻌـﹰﺎ‬
‫ﻝﻤﺠﻤﻭﻋﺔ ﻤﻥ ﺍﻝﻤﻌﻁﻴﺎﺕ ﺍﻝﻤﺭﺘﺒﻁﺔ ﺒﻜل ﺒﻠﺩ‪ ،‬ﻓﺎﻝﺒﻠﺩﺍﻥ ﺍﻝﺘﻲ ﺘﺴـﻤﺢ ﺘﺸـﺭﻴﻌﺎﺘﻬﺎ‬
‫ﻝﻠﻤﺠﺘﻤﻊ ﺍﻷﻫﻠﻲ ﺒﺎﻝﺘﺤﺭﻙ ﺒﺤﺭﻴـﺔ‪ ،‬ﻭﺒـﺩﻭﻥ ﺘﻘﻴﻴﻴـﺩﺍﺕ ﻭﻫـﻲ ﺍﻝﻤﺠﺘﻤﻌـﺎﺕ‬
‫ﺍﻝﺩﻴﻤﻘﺭﺍﻁﻴﺔ‪ ،‬ﺘﻭﻓﺭ ﻤﻨﺎﺨﹰﺎ ﻤﻨﺎﺴﺒﹰﺎ ﻝﺘﺄﺴﻴﺱ ﻭﺍﻨﺘﺸﺎﺭ ﺘﻠﻙ ﺍﻝﺠﻤﻌﻴـﺎﺕ ﻭﺍﻝﻬﻴﺌـﺎﺕ‪،‬‬
‫ﻭﻫﻭ ﻤﺎ ﻴﻨﻌﻜﺱ ﺒﻌﺩ ﺫﻝﻙ ﻓﻲ ﺤﻀﻭﺭﻫﺎ ﺍﻝﻔﺎﻋل ﻓﻲ ﻫﻴﺎﻜل ﺍﻝﻤﺠﺘﻤﻊ ﺍﻝﻤﺨﺘﻠﻔﺔ ﺒﻤﺎ‬
‫ﻓﻲ ﺫﻝﻙ ﻭﺴﺎﺌل ﺍﻹﻋﻼﻡ‪ ،‬ﻭﻜﻠﻤﺎ ﺍﺯﺩﺍﺩﺕ ﻓﺎﻋﻠﻴﺔ ﻭﺘﺤﺭﻙ ﻫـﺫﺍ ﺍﻝﻘﻁـﺎﻉ ﻋﻠـﻰ‬
‫ﺍﻝﻤﺴﺘﻭﻯ ﺍﻝﻌﺎﻡ ﺍﺯﺩﺍﺩ ﺤﻀﻭﺭﻩ ﺍﻹﻋﻼﻨﻲ‪.‬‬
‫ﻓﺎﻹﻋﻼﻥ ﻴﻌﻜﺱ ﺩﻭﺭ ﻜل ﻗﻁﺎﻉ ﻭﺍﻝﺼﻭﺭﺓ ﺍﻝﺤﻘﻴﻘﻴﺔ ﻝﻪ‪ ،‬ﺍﺫ ﻻ ﻴﻤﻜـﻥ ﺃﻥ‬
‫ﻨﺘﺼﻭﺭ ﻭﺠﻭﺩ ﻨﺸﺎﻁ ﺇﻋﻼﻨﻲ ﻤﻜﺜﻑ‪ ،‬ﻝﻘﻁﺎﻉ ﻤﺘﺭﻫل ﻭﻀﻌﻴﻑ ﻭﻏﻴﺭ ﻓﺎﻋل‪ ،‬ﻓﻲ‬
‫ﺍﻝﻤﻘﺎﺒل ﻻﺒﺩ ﺍﻥ ﺘﺘﺭﺠﻡ ﻨﺸﺎﻁﺎﺕ ﻜل ﻗﻁﺎﻉ ﻓﻲ ﺃﻭﺠﻪ ﻤﺘﻌﺩﺩﺓ ﻤﻥ ﺒﻴﻨﻬﺎ ﺍﻹﻋﻼﻥ‪.‬‬
‫ﻭﻫﻜﺫﺍ ﻓﺈﻥ ﺩﺭﺍﺴﺔ ﺭﺼﻴﻨﺔ ﻭﻋﻤﻴﻘﺔ ﻭﺨﺎﻀﻌﺔ ﻹﺠﺭﺍﺀﺍﺕ ﻤﻨﻬﺠﻴﺔ ﺼﺎﺭﻤﺔ‬
‫ﻝﻺﻋﻼﻥ ﻓﻲ ﻤﺠﺘﻤﻊ ﻤﻌﻴﻥ‪ ،‬ﻭﻓﻲ ﻓﺘﺭﺓ ﺯﻤﻨﻴﺔ ﻤﺤﺩﺩﺓ ﺴﻭﻑ ﺘﻜﺸﻑ ﻝﻨﺎ ﻋﻥ ﺤﺠﻡ‬
‫‪Copyright © 2017.‬‬
‫‪copyright law.‬‬

‫‪-١٢٢-‬‬

‫‪EBSCO Publishing : eBook Arabic Collection Trial - printed on 4/4/2020 5:47 PM via MINISTÈRE DE L''EDUCATION‬‬
‫‪NATIONALE, DE LA FORMATION PROFESSIONNELLE‬‬
‫; ‪AN: 1945112‬‬ ‫;‪.‬‬
‫‪Account: ns063387‬‬
‫‪. All rights reserved. May not be reproduced in any form without permission from the publisher, except fair uses permitted under U.S. or applicable‬‬

‫ﻭﻗﻭﺓ ﻭﺩﻭﺭ ﻜل ﻗﻁﺎﻉ ﻤﻥ ﺍﻝﻘﻁﺎﻋﺎﺕ‪ ،‬ﻜﻤﺎ ﺍﻨﻬﺎ ﻴﻤﻜﻥ ﺍﻥ ﺘﺴﺎﻋﺩ ﻓﻲ ﺘﻭﺼـﻴﻑ‬

‫ﺍﻝﺤﺎﻝﺔ ﺍﻻﻗﺘﺼﺎﺩﻴﺔ ﻭﺍﻝﺴﻴﺎﺴﻴﺔ ﺍﻝﺴﺎﺌﺩﺓ ﻓﻲ ﺘﻠﻙ ﺍﻝﻔﺘﺭﺓ‪.‬‬

‫‪ ٦‬ـ ﻗﻁﺎﻉ ﺍﻝﻨﻘﺎﺒﺎﺕ ﻭﺍﻻﺘﺤﺎﺩﺍﺕ ﻭﺍﻝﺭﻭﺍﺒﻁ ﺍﻝﻤﻬﻨﻴﺔ‪:‬‬

‫ﻫﺫﺍ ﺍﻝﻘﻁﺎﻉ ﻴﻤﺜل ﺒﺼﻭﺭﺓ ﺍﺴﺎﺴﻴﺔ ﺍﻝﻤﻬﻥ ﻭﺍﻝﺤﺭﻑ ﻭﺍﻝﻭﻅﺎﺌﻑ ﺍﻝﻤﻭﺠـﻭﺩﺓ‬
‫ﻓﻲ ﺍﻝﻤﺠﺘﻤﻊ‪ ،‬ﻭﺘﺘﻔﺎﻭﺕ ﺍﻤﻜﺎﻨﻴﺎﺕ ﻭﻗﺩﺭﺍﺕ ﻜل ﻨﻘﺎﺒﺔ ﻭﺍﺘﺤﺎﺩ ﻭﺭﺍﺒﻁﺔ ﻤﻬﻨﻴﺔ ﺒﺸﻜل‬
‫ﻭﺍﻀﺢ ﻭﻓﻘﹰﺎ ﻝﻠﻌﺩﻴﺩ ﻤﻥ ﺍﻻﻋﺘﺒﺎﺭﺍﺕ‪ ،‬ﻤﻥ ﺃﻫﻤﻬﺎ ﺍﻝﺜﻘل ﺍﻝﺫﻱ ﻴﻤﺜﻠـﻪ ﻜـل ﻤﻨﻬـﺎ‪،‬‬
‫ﻭﺍﻝﺫﻱ ﻴﺘﻭﻗﻑ ﻓﻲ ﺍﺤﻴﺎﻥ ﻜﺜﻴﺭﺓ ﻋﻠﻰ ﻋﺩﺩ ﺍﻷﻓﺭﺍﺩ ﺍﻝﻤﻨﻀﻭﻴﻥ ﻓﻲ ﺍﻁﺎﺭ ﺍﻻﺘﺤـﺎﺩ‬
‫ﺃﻭ ﺍﻝﻨﻘﺎﺒﺔ ﺃﻭ ﺍﻝﺭﺍﺒﻁﺔ‪ ،‬ﻭﻤﺩﻯ ﻓﺎﻋﻠﻴﺘﻬﺎ ﻭﺤﻀﻭﺭﻫﺎ‪ ،‬ﺒﺎﻻﻀﺎﻓﺔ ﺇﻝﻰ ﺍﻝﻌﺩﻴﺩ ﻤـﻥ‬
‫ﺍﻻﻋﺘﺒﺎﺭﺍﺕ ﺍﻷﺨﺭﻯ ﺍﻝﻤﻬﻤﺔ‪ ،‬ﻭﺍﻝﺘﻲ ﻤﻥ ﺒﻴﻨﻬﺎ ﻤﺩﻯ ﻤﺎ ﻴﺠﻅﻰ ﺒﻪ ﺍﻝﻌﻤل ﺍﻝﻨﻘﺎﺒﻲ‬
‫ﻻ ﻤﻥ ﺸﺭﻋﻴﺔ ﻭﻨﻔﻭﺫ‪ ،‬ﻭﺍﻝﺼﻼﺤﻴﺎﺕ ﺍﻝﻤﻤﻨﻭﺤﺔ ﻝﻪ‪ ،‬ﻭﺤﺠﻡ ﺍﻝﺤﺭﻴﺔ ﺍﻝﻤﺘـﺎﺡ‪،‬‬
‫ﺍﺠﻤﺎ ﹰ‬
‫ﻭﺒﺎﻝﻁﺒﻊ ﻓﺈﻥ ﺸﻜل ﻭﻁﺒﻴﻌﺔ ﺍﻝﻨﻅﺎﻡ ﺍﻝﺴﻴﺎﺴﻲ ﺍﻝﺴﺎﺌﺩ ﻝﻪ ﺃﻜﺒﺭ ﺍﻷﺜﺭ ﻓﻲ ﺘﺤﺩﻴﺩ ﺫﻝﻙ‪.‬‬
‫ﻭﺘﺘﻌﻠﻕ ﺇﻋﻼﻨﺎﺕ ﻫﺫﺍ ﺍﻝﻘﻁﺎﻉ ﻋﻤﻭﻤﺎ‪ ،‬ﺃﻤﺎ ﺒﻘﻀﺎﻴﺎ ﺍﻝﻤﻬﻨـﺔ‪ ،‬ﺃﻭ ﺒـﺒﻌﺽ‬
‫ﺍﻷﻨﺸﻁﺔ ﺍﻝﺘﻲ ﻴﻤﺎﺭﺴﻬﺎ‪ ،‬ﺃﻭ ﺍﻝﺘﻲ ﻝﻪ ﺩﻭﺭﹰﺍ ﻓﻴﻬﺎ‪ ،‬ﻭﻫﻲ ﻏﺎﻝﺒﺎ ﺇﻋﻼﻨﺎﺕ ﺘﻬﻡ ﺸﺭﻴﺤﺔ‬
‫ﺒﺫﺍﺘﻬﺎ‪ ،‬ﻫﻲ ﺘﻠﻙ ﺍﻝﻤﻨﺘﻤﻴﺔ ﻝﻠﻨﻘﺎﺒﺔ‪ ،‬ﺃﻭ ﺍﻻﺘﺤﺎﺩ‪ ،‬ﺃﻭ ﺍﻝﺭﺍﺒﻁﺔ ﺍﻝﻤﻬﻨﻴﺔ‪.‬‬

‫‪ ٧‬ـ ﺍﻝﻘﻁﺎﻉ ﺍﻝﻌﺭﺒﻲ‪:‬‬

‫ﻴﺸﻤل ﻫﺫﺍ ﺍﻝﻘﻁﺎﻉ ﺍﻝﻤﺅﺴﺴﺎﺕ ﻭﺍﻝﺸﺭﻜﺎﺕ ﻭﺍﻝﻬﻴﺌﺎﺕ ﻭﺍﻝﺠﻬﺎﺕ ﺍﻝﻌﺭﺒﻴـﺔ‪،‬‬
‫ﻋﻠﻰ ﺃﺨﺘﻼﻑ ﻤﺴﺘﻭﻴﺎﺘﻬﺎ‪ ،‬ﻭﺍﻨﺸﻁﺘﻬﺎ‪ ،‬ﻭﻤﺴﻤﻴﺎﺘﻬﺎ‪ ،‬ﻭﻫﻲ ﺘﻤﺜل ﺒﺎﻝﻨﺴﺒﺔ ﻝﻠﻴﺒﻴـﺎ ـ‬
‫ﻤﺜﻼ ـ ﻜل ﺍﻹﻋﻼﻨﺎﺕ ﺍﻝﺘﻲ ﺘﺄﺘﻲ ﻤﻥ ﺒﻠﺩﺍﻥ ﻋﺭﺒﻴﺔ ﺃﺨﺭﻯ‪ ،‬ﺃﻤﺎ ﺒﺎﻝﻨﺴﺒﺔ ﻝﻤﺼـﺭ‬
‫ﻋﻠﻰ ﺴﺒﻴل ﺍﻝﻤﺜﺎل ﻓﺄﻨﻬﺎ ﺘﻤﺜل ﻜل ﺍﻹﻋﻼﻨﺎﺕ ﺍﻝﻌﺭﺒﻴﺔ ﻏﻴﺭ ﺍﻝﻤﺼﺭﻴﺔ‪ ..‬ﻭﻫﻜـﺫﺍ‬
‫ﻝﺒﻘﻴﺔ ﺍﻷﻗﻁﺎﺭ ﺍﻝﻌﺭﺒﻴﺔ‪.‬‬
‫‪Copyright © 2017.‬‬
‫‪copyright law.‬‬

‫‪-١٢٣-‬‬

‫‪EBSCO Publishing : eBook Arabic Collection Trial - printed on 4/4/2020 5:47 PM via MINISTÈRE DE L''EDUCATION‬‬
‫‪NATIONALE, DE LA FORMATION PROFESSIONNELLE‬‬
‫; ‪AN: 1945112‬‬ ‫;‪.‬‬
‫‪Account: ns063387‬‬
‫‪. All rights reserved. May not be reproduced in any form without permission from the publisher, except fair uses permitted under U.S. or applicable‬‬

‫ﻓﻬﺫﺍ ﺍﻝﻘﻁﺎﻉ ﻴﺸﻴﺭ ﺇﻝﻰ ﻜل ﺍﻹﻋﻼﻨﺎﺕ ﺍﻝﺘﻲ ﻤﺼـﺩﺭﻫﺎ ﺍﺤـﺩﻯ ﺍﻝﺒﻠـﺩﺍﻥ‬

‫ﺍﻝﻌﺭﺒﻴﺔ‪ ،‬ﻭﺍﻝﺘﻲ ﺘﻨﺸﺭ ﻓﻲ ﻭﺴﻴﻠﺔ ﺇﻋﻼﻥ ﻓﻲ ﺒﻠﺩ ﻋﺭﺒﻲ ﻏﻴﺭ ﺫﻝﻙ ﺍﻝﺫﻱ ﻴﻨﺘﻤﻰ ﺇﻝﻴﻪ‬
‫ﺍﻹﻋﻼﻥ‪.‬‬
‫ﻓﻔﻲ ﻜﺜﻴﺭ ﻤﻥ ﺍﻷﺤﻴﺎﻥ ﺘﻘﻭﻡ ﻤﺅﺴﺴﺎﺕ‪ ،‬ﺃﻭ ﺸﺭﻜﺎﺕ‪ ،‬ﺃﻭ ﻤﺼﺎﻨﻊ ﻓﻲ ﺒﻠـﺩ‬
‫ﻋﺭﺒﻲ ﺒﻨﺸﺭ ﺇﻋﻼﻨﺎﺘﻬﺎ ﻓﻲ ﻭﺴﺎﺌل ﺇﻋﻼﻥ ﺒﻠﺩ ﻋﺭﺒﻲ ﺃﺨﺭ ﻻﺴﺒﺎﺏ ﻤﺘﻌﺩﺩﺓ‪ ،‬ﻜﺄﻥ‬
‫ﻴﻜﻭﻥ ﻝﻬﺫﻩ ﺍﻝﺠﻬﺔ ﺴﻭﻕ ﻝﻤﺼﻨﻭﻋﺎﺘﻬﺎ ﻭﻤﻨﺘﺠﺎﺘﻬﺎ‪ ،‬ﺃﻭ ﺨﺩﻤﺎﺘﻬﺎ‪ ،‬ﺃﻭ ﻤﺎ ﺇﻝﻰ ﺫﻝـﻙ‪،‬‬
‫ﻓﻲ ﺍﻝﺒﻠﺩ ﺍﻝﺫﻱ ﻨﺸﺭﺕ ﻓﻴﻪ ﺍﻹﻋﻼﻥ‪ ،‬ﺃﻭ ﺃﻨﻪ ﺘﺴﻌﻰ ﻻﻥ ﻴﻜﻭﻥ ﻝﻬﺎ ﺴﻭﻕ ﻓﻲ ﺫﻝﻙ‬
‫ﺍﻝﺒﻠﺩ‪ ،‬ﺒﻌﺩ ﺍﻥ ﺘﻜﻭﻥ ﻗﺩ ﻗﺎﻤﺕ ﺒﺩﺭﺍﺴﺘﻪ ﻤﻥ ﺤﻴﺙ ﻗﺩﺭﺘﻪ ﺍﻻﺴـﺘﻴﻌﺎﺒﻴﺔ‪ ،‬ﻭﺤﺠـﻡ‬
‫ﺍﻝﺤﺭﻜﺔ ﺍﻝﺘﺠﺎﺭﻴﺔ‪ ،‬ﻭﺍﻝﻘﺩﺭﺓ ﺍﻝﺘﺠﺎﺭﻴﺔ‪ ،‬ﻭﺍﻨﻤﺎﻁ ﺍﻻﺴﺘﻬﻼﻙ ﺍﻝﺴﺎﺌﺩﺓ‪ ،‬ﻭﺍﻻﻁـﺭﺍﻑ‬
‫ﺍﻝﻤﻨﺎﻓﺴﺔ‪ ،‬ﻭﻜل ﺫﻝﻙ ﻤﻤﺎ ﻴﺘﻴﺢ ﻤﻌﻠﻭﻤﺎﺕ ﻭﺍﻓﻴﺔ ﻋﻥ ﻜﻴﻔﻴﺔ ﺍﻝﺘﻌﺎﻤـل ﻤـﻊ ﺫﻝـﻙ‬
‫ﺍﻝﺴﻭﻕ‪ ،‬ﺒﺎﻝﻁﺭﻴﻘﺔ ﺍﻝﻤﺜﻠﻰ‪ ،‬ﻭﺍﻝﻭﺼﻭل ﺒﺎﻝﺘﺎﻝﻲ ﺇﻝﻰ ﺘﺤﻘﻴﻕ ﺍﻷﻫﺩﺍﻑ ﺍﻝﻤﺭﺠﻭﺓ‪.‬‬
‫ﻭﺘﻌﺘﺒﺭ ﺍﻹﻋﻼﻨﺎﺕ ﺍﻝﻭﺍﺭﺩﺓ ﻤﻥ ﺒﻠﺩ ﻋﺭﺒﻲ ﺇﻝﻰ ﺒﻠﺩ ﻋﺭﺒﻲ ﺃﺨـﺭ ﻤﺅﺸـﺭﹰﺍ‬
‫ﺍﻴﺠﺎﺒﻴﺎﹰ‪ ،‬ﻓﻬﻲ ﺘﻌﻜﺱ ﻤﺩﻯ ﺍﻨﻔﺘﺎﺡ ﺍﻻﺴﻭﺍﻕ ﺍﻝﻌﺭﺒﻴﺔ ﻋﻥ ﺒﻌﻀﻬﺎ ﺍﻝـﺒﻌﺽ‪ ،‬ﻜﻤـﺎ‬
‫ﺘﻌﻜﺱ ﺤﺠﻡ ﺍﻝﺤﺭﻜﺔ ﺍﻝﺘﺠﺎﺭﻴﺔ ﻓﻴﻤﺎ ﺒﻴﻨﻬﺎ‪ ،‬ﻭﺒﺎﻝﺘﺎﻝﻲ ﻓﻬﻲ ﺃﺩﺍﺓ ﻝﻠﺘﻘﺎﺭﺏ ﻭﺍﻝﺘﻭﺍﺼل‬
‫ﺍﻝﻌﺭﺒﻴﻴﻥ‪ ،‬ﻓﻲ ﺍﻝﻤﺠﺎﻻﺕ ﺍﻻﻗﺘﺼﺎﺩﻴﺔ ﻭﻏﻴﺭ ﺍﻻﻗﺘﺼﺎﺩﻴﺔ‪ ،‬ﻨﻅـﺭﹰﺍ ﻝﻜﻭﻨﻬـﺎ ﺘﻘـﻭﻡ‬
‫ﺒﺎﻝﺘﻌﺭﻴﻑ ﺒﺎﻝﺴﻠﻊ ﻭﺍﻝﺨﺩﻤﺎﺕ ﺍﻝﻤﺘﻭﻓﺭﺓ ﻓﻲ ﻜل ﺒﻠﺩ ﻋﺭﺒﻲ‪ ،‬ﻤﻤﺎ ﻴﺴﺎﻋﺩ ﻋﻠﻰ ﺍﻝﺩﻓﻊ‬
‫ﻓﻲ ﺍﺘﺠﺎﻩ ﺍﻝﺘﻜﺎﻤل ﻋﻠﻰ ﻤﺨﺘﻠﻑ ﺍﻝﺼﻌﺩ ﻭﺍﻝﻤﺴﺘﻭﻴﺎﺕ‪.‬‬

‫‪ ٨‬ـ ﺍﻝﻘﻁﺎﻉ ﺍﻷﺠﻨﺒﻲ ‪:‬‬

‫ﻴﻜﻭﻥ ﺍﻝﻤﻌﻠﻥ ﻗﻁﺎﻋﹰﺎ ﺃﺠﻨﺒﻴﺎﹰ ﻭﻓﻕ ﻫﺫﺍ ﺍﻝﻤﻌﻴﺎﺭ ﻋﻨﺩﻤﺎ ﻴﻜﻭﻥ ﻤـﻥ ﺨـﺎﺭﺝ‬
‫ﺍﻝﺒﻼﺩ ﺍﻝﻌﺭﺒﻴﺔ‪ ،‬ﺴﻭﺍﺀ ﻜﺎﻥ ﻤﺅﺴﺴﺔ ﺃﻭ ﺸـﺭﻜﺔ ﻋﺎﻤـﺔ‪ ،‬ﺃﻭ ﺨﺎﺼـﺔ‪ ،‬ﺃﻭ ﺠﻬـﺔ‬
‫ﺤﻜﻭﻤﻴﺔ‪ ،‬ﺃﻭ ﻏﻴﺭ ﺫﻝﻙ ﻤﻥ ﺍﻝﻤﻌﻠﻨﻴﻥ ﻤﻤﻥ ﻻ ﻴﺤﻤﻠﻭﻥ ﺠﻨﺴﻴﺔ ﺃﻱ ﺒﻠﺩ ﻋﺭﺒﻲ‪.‬‬
‫‪Copyright © 2017.‬‬
‫‪copyright law.‬‬

‫‪-١٢٤-‬‬

‫‪EBSCO Publishing : eBook Arabic Collection Trial - printed on 4/4/2020 5:47 PM via MINISTÈRE DE L''EDUCATION‬‬
‫‪NATIONALE, DE LA FORMATION PROFESSIONNELLE‬‬
‫; ‪AN: 1945112‬‬ ‫;‪.‬‬
‫‪Account: ns063387‬‬
‫‪. All rights reserved. May not be reproduced in any form without permission from the publisher, except fair uses permitted under U.S. or applicable‬‬

‫ﻓﻔﻲ ﻜﺜﻴﺭﺍ ﻤﻥ ﺍﻷﺤﻴﺎﻥ ﺘﻘﻭﻡ ﺃﺤﺩﻯ ﺘﻠﻙ ﺍﻝﺠﻬﺎﺕ ﺍﻷﺠﻨﺒﻴﺔ ﺒﻨﺸﺭ ﺇﻋﻼﻨﺎﺘﻬﺎ‬
‫ﻓﻲ ﻭﺴﻴﻠﺔ ﺇﻋﻼﻥ ﻋﺭﺒﻴﺔ‪ ،‬ﻤﻥ ﺃﺠل ﺍﻥ ﻴﻜﻭﻥ ﻝﻬﺎ ﺤﺼﺔ ﻓﻲ ﺍﻝﺴـﻭﻕ‪ ،‬ﻭﻝﺯﻴـﺎﺩﺓ‬
‫ﺘﺭﻭﻴﺞ ﻤﻨﺘﺠﺎﺘﻬﺎ‪ ،‬ﻭﺘﺄﻜﻴﺩ ﺤﻀﻭﺭﻫﺎ‪ ،‬ﻭﺘﺩﻋﻴﻡ ﻋﻼﻗﺎﺘﻬﺎ‪ ،‬ﻤﻊ ﻋﻤﻼﺌﻬﺎ‪.‬‬
‫ﻭﻗﺩ ﺘﺴﺘﻐل ﺸﺭﻜﺔ ﺃﻭ ﻤﺅﺴﺴﺔ ﺃﺠﻨﺒﻴﺔ ﻤﻨﺎﺴﺒﺔ ﻭﻁﻨﻴﺔ ﺃﻭ ﺩﻴﻨﻴـﺔ‪ ،‬ﻓﺘﻘـﻭﻡ‬
‫ﺒﺘﻭﺠﻴﻪ ﺍﻝﺘﻬﻨﺌﺔ ﻝﻠﻘﻴﺎﺩﺓ ﺍﻝﺴﻴﺎﺴﻴﺔ ﺃﻭﻝﻠﺸﻌﺏ‪ ،‬ﺒﻬﺩﻑ ﺨﻠﻕ ﺍﺤﺴﺎﺱ ﻝﺩﻯ ﻋﻤﻼﺌﻬﺎ ﻓﻲ‬
‫ﻫﺫﺍ ﺍﻝﺒﻠﺩ ﺒﺄﻨﻬﺎ ﺘﺸﺎﺭﻜﻪ ﺍﻻﺤﺘﻔﺎﻻﺕ‪ ،‬ﻭﺍﻷﻓﺭﺍﺡ‪ ،‬ﻭﻜل ﺫﻝﻙ ﻓﻲ ﺍﻁـﺎﺭ ﺠﻬﻭﺩﻫـﺎ‬
‫ﺍﻝﺭﺍﻤﻴﺔ ﺇﻝﻰ ﺘﺩﻋﻴﻡ ﺤﻀﻭﺭﻫﺎ‪ ،‬ﺒﻤﺎ ﻴﻜﻔل ﺯﻴﺎﺩﺓ ﺍﻝﺘﺭﻭﻴﺞ ﻝﻤﻨﺘﺠﺎﺘﻬـﺎ ﺃﻭﺨـﺩﻤﺎﺘﻬﺎ‬
‫ﺍﻝﺘﻲ ﺘﻁﺭﺤﻬﺎ ﻓﻲ ﺍﻝﺴﻭﻕ‪.‬‬
‫ﻭﻋﻠﻰ ﻋﻜﺱ ﺍﻹﻋﻼﻨﺎﺕ ﺍﻝﻌﺭﺒﻴﺔ ﻓﺈﻥ ﻭﺠﻭﺩ ﺍﻹﻋﻼﻨـﺎﺕ ﺍﻷﺠﻨﺒﻴـﺔ ﻓـﻲ‬
‫ﺍﻝﺴﻭﻕ ﺍﻝﻌﺭﺒﻲ ﻴﻌﺩ ﻤﺅﺸﺭﹰﺍ ﺴﻠﺒﻴﺎﹰ‪ ،‬ﻻﻨﻪ ﻴﻌﻜﺱ ﻗﺼﻭﺭﹰﺍ ﻓﻲ ﺘﻐﻁﻴـﺔ ﺍﺤﺘﻴﺎﺠـﺎﺕ‬
‫ﺍﻝﺴﻭﻕ ﺍﻝﻌﺭﺒﻲ ﺍﻝﻤﺤﻠﻲ ﻤﻥ ﻤﻨﺘﺠﺎﺕ ﻭﺨﺩﻤﺎﺕ ﻋﺭﺒﻴﺔ‪ ،‬ﻜﻤﺎ ﺃﻥ ﺍﻷﻤﺭ ﻗﺩ ﻴﺘﺠﺎﻭﺯ‬
‫ﺍﺤﻴﺎﻨﹰﺎ ﻤﺴﺄﻝﺔ ﺍﻝﺘﺭﻭﻴﺞ ﻝﻠﺴﻠﻊ ﻭﺍﻝﺨﺩﻤﺎﺕ ﺇﻝﻰ ﻤﺎ ﻫﻭ ﺃﺨﻁﺭ ﻤﻥ ﺫﻝﻙ‪ ،‬ﻓﺎﻹﻋﻼﻨﺎﺕ‬
‫ﻋﻤﻭﻤﹰﺎ ﺘﻌﻜﺱ ﺜﻘﺎﻓﺔ ﻭﻗﻴﻤﹰﺎ ﻤﻌﻴﻨﺔ)‪.(٢‬‬
‫ﻭﺒﺎﻝﺘﺎﻝﻲ ﻓﺈﻥ ﻫﺫﻩ ﺍﻹﻋﻼﻨﺎﺕ ﺍﻷﺠﻨﺒﻴﺔ ﻜﺜﻴﺭﹰﺍ ﻤﺎ ﺘﺤﻤل ﻓﻲ ﺜﻨﺎﻴﺎﻫﺎ ﻗﻴﻤﹰﺎ ﻗﺩ‬
‫ﺘﺘﻌﺎﺭﺽ ﻤﻊ ﺃﻭﻝﻭﻴﺎﺕ ﻭﺜﻘﺎﻓﺔ ﻭﻫﻭﻴﺔ ﺍﻝﻤﺠﺘﻤﻊ‪ ،‬ﺨﺎﺼﺔ ﻋﻨﺩﻤﺎ ﺘﻌﻜﺱ ﻗﻴﻡ ﺘﻤﺠـﺩ‬
‫ﺍﻻﺴﺘﻬﻼﻙ ﺍﻝﻤﻔﺭﻁ‪ ،‬ﺃﻭ ﺘﺨﺩﺵ ﺍﻝﺤﻴﺎﺀ ﺍﻝﻌﺎﻡ ﺒﺎﺴﺘﺨﺩﺍﻤﻬﺎ ﻝﻠﻤﺜﻴـﺭﺍﺕ ﺍﻝﺠﻨﺴـﻴﺔ‪،‬‬
‫ﺍﻷﻤﺭ ﺍﻝﺫﻱ ﻨﻌﺩﻩ ﺘﻬﺩﻴﺩﹰﺍ ﻷﻤﻥ ﺍﻝﻤﺠﺘﻤﻊ ﺍﻝﺜﻘﺎﻓﻲ‪ ،‬ﻜﻤﺎ ﻴﻌﻜﺱ ﺍﻝﺤﻀـﻭﺭ ﺍﻝﻘـﻭﻱ‬
‫ﻝﻠﻘﻁﺎﻉ ﺍﻷﺤﻨﺒﻲ ﻓﻲ ﻭﺴﺎﺌل ﺍﻹﻋﻼﻥ ﺍﻝﻌﺭﺒﻴﺔ ﻤﺩﻯ ﻤﺸﺎﺭﻜﺔ ﻫﺫﺍ ﺍﻝﻘﻁﺎﻉ ﻓﻲ ﺍﺩﺍﺭﺓ‬
‫ﺍﻗﺘﺼﺎﺩ ﻫﺫﻩ ﺍﻝﺒﻠﺩﺍﻥ‪ ،‬ﻭﺍﺭﺘﺒﺎﻁ ﺍﻗﺘﺼﺎﺩﻫﺎ ﺒﺎﻝﺘﺎﻝﻲ ﺒﻤﺼﺎﻝﺢ ﻭﺍﻭﻝﻭﻴـﺎﺕ ﺸـﺭﻜﺎﺕ‬
‫ﻭﻤﺅﺴﺴﺎﺕ ﺍﺠﻨﺒﻴﺔ ﻝﻬﺎ ﺃﺠﻨﺩﺘﻬﺎ ﺍﻝﺨﺎﺼﺔ‪.‬‬
‫ﻜﻤﺎ ﺃﻥ ﻓﻲ ﺍﻨﺘﺸﺎﺭ ﺍﻹﻋﻼﻨﺎﺕ ﺍﻷﺠﻨﺒﻴﺔ ﻓﻲ ﺍﻝﻤﺠﺘﻤﻌﺎﺕ ﺍﻝﻌﺭﺒﻴﺔ ﺍﺸﺎﺭﺓ ﺇﻝﻰ‬
‫ﻀﻌﻑ ﻤﺎ ﺘﻨﺘﺠﻪ ﻫﺫﻩ ﺍﻝﻤﺠﺘﻤﻌﺎﺕ ﻤﻥ ﺴﻠﻊ ﻭﺨﺩﻤﺎﺕ‪ ،‬ﺍﻷﻤﺭ ﺍﻝﺫﻱ ﻴﺩﻓﻊ ﺍﻝﺠﻬﺎﺕ‬
‫ﺍﻷﺠﻨﺒﻴﺔ ﺇﻝﻰ ﺍﻝﺴﻌﻲ ﺇﻝﻰ ﺘﺭﻭﻴﺞ ﻤﻨﺘﺠﺎﺘﻬﺎ ﻓﻲ ﺍﻝﺴـﻭﻕ ﺍﻝﻌﺭﺒـﻲ ﻤـﻥ ﺨـﻼل‬
‫‪Copyright © 2017.‬‬
‫‪copyright law.‬‬

‫‪-١٢٥-‬‬

‫‪EBSCO Publishing : eBook Arabic Collection Trial - printed on 4/4/2020 5:47 PM via MINISTÈRE DE L''EDUCATION‬‬
‫‪NATIONALE, DE LA FORMATION PROFESSIONNELLE‬‬
‫; ‪AN: 1945112‬‬ ‫;‪.‬‬
‫‪Account: ns063387‬‬
. All rights reserved. May not be reproduced in any form without permission from the publisher, except fair uses permitted under U.S. or applicable

‫ ﻭﻫﻭ ﻤﺎ ﻴﺸﻜل ﻏﺯﻭ ﺍﻗﺘﺼﺎﺩﻱ ﻴﺤﻴل ﺍﻝﺒﻠﺩﺍﻥ ﺍﻝﻌﺭﺒﻴﺔ ﺇﻝﻰ ﺴﻭﻕ ﺘﺴﺘﻬﻠﻙ‬،‫ﺍﻹﻋﻼﻥ‬
‫ﻜل ﻤﺎ ﺘﻘﺫﻑ ﺒﻪ ﺍﻝﺸﺭﻜﺎﺕ ﺍﻷﺠﻨﺒﻴﺔ ﻤﻥ ﺴﻠﻊ ﻭﺨـﺩﻤﺎﺕ ﺒﻐـﺽ ﺍﻝﻨﻅـﺭ ﻋـﻥ‬
.‫ﺠﻭﺩﺘﻬﺎ‬
Copyright © 2017.
copyright law.

-١٢٦-

EBSCO Publishing : eBook Arabic Collection Trial - printed on 4/4/2020 5:47 PM via MINISTÈRE DE L''EDUCATION
NATIONALE, DE LA FORMATION PROFESSIONNELLE
AN: 1945112 ; .;
Account: ns063387
‫‪. All rights reserved. May not be reproduced in any form without permission from the publisher, except fair uses permitted under U.S. or applicable‬‬

‫ﺃﻫﺩﺍﻑ ﺍﻹﻋﻼﻥ‬

‫ﻨﻘﺼﺩ ﺒﺎﻫﺩﺍﻑ ﺍﻹﻋﻼﻥ ﻫﻨﺎ ﻤﺎ ﻴﻤﻜﻥ ﺃﻥ ﻴﺅﺩﻴﻪ ﻤﻥ ﻭﻅـﺎﺌﻑ ﺘﺴـﻭﻴﻘﻴﺔ‬

‫ﻤﺒﺎﺸﺭﺓ‪ ،‬ﻭﻭﻓﻘﹰﺎ ﻝﺫﻝﻙ ﻴﻤﻜﻥ ﺘﺼﻨﻴﻑ ﺍﻹﻋﻼﻥ ﻤﻥ ﺤﻴﺙ ﺃﻫﺩﺍﻓﻪ ﺇﻝﻰ ﺴﺘﺔ ﺃﻨـﻭﺍﻉ‬
‫ﻜﺎﻝﺘﺎﻝﻲ‪:‬‬

‫‪ ١‬ـ ﺇﻋﻼﻥ ﺘﻌﻠﻴﻤﻲ‪:‬‬

‫ﻭﻫﻭ ﺫﻝﻙ ﺍﻹﻋﻼﻥ ﺍﻝﺫﻱ ﻴﺩﻭﺭ ﺤﻭل ﺴﻠﻌﺔ ﺠﺩﻴﺩﺓ ﻝﻡ ﺘﻜﻥ ﻤﻌﺭﻭﻓﺔ ﻤﻥ ﻗﺒل‬
‫ﻝﺩﻯ ﺍﻝﻤﺴﺘﻬﻠﻜﻴﻥ‪ ،‬ﺃﻭ ﺃﻥ ﺘﻜﻭﻥ ﺍﻝﺴﻠﻌﺔ ﻗﺩﻴﻤﺔ ﻭﻤﻌﺭﻭﻓﺔ ﻭﻤﺘﺩﺍﻭﻝﺔ ﺇﻻ ﺃﻨﻬﺎ ﺸﻬﺩﺕ‬
‫ﺍﺴﺘﻌﻤﺎﻻﺕ ﺠﺩﻴﺩﺓ‪ ،‬ﻓﺎﻹﻋﻼﻥ ﺍﻝﺘﻌﻠﻴﻤﻲ ﻴﺸﺭﺡ ﻭﻴﻭﻀﺢ ﻜﻴﻔﻴﺔ ﺍﻝﻭﺼـﻭل ﺇﻝـﻰ‬
‫ﺍﻝﺴﻠﻌﺔ‪ ،‬ﻭﻴﻌﺭﻑ ﺒﻤﻨﺎﻓﺫ ﺍﻝﺘﻭﺯﻴﻊ‪ ،‬ﻭﻨﻘﺎﻁ ﺍﻝﺒﻴﻊ‪ ،‬ﻭﺍﻝﻤﺯﺍﻴﺎ ﻭﺍﻝﺨﺼﺎﺌﺹ ﺍﻝﺠﺩﻴـﺩﺓ‬
‫ﺍﻝﺘﻲ ﺍﻀﻴﻔﺕ ﻝﻠﺴﻠﻌﺔ‪ ،‬ﻭﻴﻨﻘل ﻝﻠﻤﺴﺘﻬﻠﻙ ﻜﻴﻔﻴﺔ ﺍﺴﺘﺨﺩﺍﻡ ﺍﻝﺴﻠﻌﺔ‪ ،‬ﻭﻁﺭﻴﻘﺔ ﺍﻝﺘﻌﺎﻤل‬
‫ﻤﻌﻬﺎ‪ ،‬ﻭﺨﻁﻭﺍﺕ ﺍﻻﺴﺘﻌﻤﺎل ﻭﺍﻝﺘﺸﻐﻴل‪ ،‬ﻭﻜﺜﻴﺭﹰﺍ ﻤﺎ ﺘﺭﺘﺒﻁ ﻫﺫﻩ ﺍﻝﻨﻭﻋﻴﺔ ﺒـﺎﻝﻤﻭﺍﺩ‬
‫ﺍﻝﻜﻬﺭﺒﺎﺌﻴﺔ ﻭﺍﻝﻤﻨﺯﻝﻴﺔ‪ ،‬ﻜﺎﻝﻐﺴﺎﻻﺕ ﺍﻝﻜﻬﺭﺒﺎﺌﻴﺔ‪ ،‬ﻭﺍﻝﺨﻼﻁﺎﺕ‪ ،‬ﻭﺍﻷﺩﻭﺍﺕ ﺍﻝﺭﻴﺎﻀﻴﺔ‬
‫ﺍﻝﻤﻨﺯﻝﻴﺔ‪.‬‬
‫ﻭﺘﻌﺩ ﺍﻻﺫﺍﻋﺔ ﺍﻝﻤﺭﺌﻴﺔ "ﺍﻝﺘﻠﻔﺯﻴﻭﻥ" ﻤﻥ ﺃﻨﺴﺏ ﺍﻝﻭﺴﺎﺌل ﺍﻝﺘﻲ ﻴﺘﺤﻘـﻕ ﻤـﻥ‬
‫ﺨﻼﻝﻬﺎ ﺍﻝﻬﺩﻑ ﺍﻝﺘﻌﻠﻴﻤﻲ ﻝﻺﻋﻼﻥ‪ ،‬ﺤﻴﺙ ﻴﻘﻭﻡ ﺍﻝﻤﻌﻠـﻥ ﻤـﻥ ﺨـﻼل ﺍﻝﺼـﻭﺭﺓ‬
‫ﺍﻝﻤﺘﺤﺭﻜﺔ ﺒﺸﺭﺡ ﻭﺘﻭﻀﻴﺢ ﻭﻁﺭﻕ ﻭﺍﺴﺎﻝﻴﺏ ﺍﻻﺴﺘﺨﺩﺍﻡ ﺒﻁﺭﻴﻘﺔ ﻴﺴﻬل ﻝﻠﻤﺘﻠﻘـﻲ‬
‫ﻓﻬﻤﻬﺎ ﻭﺍﺴﺘﻴﻌﺎﺒﻬﺎ‪ ،‬ﻤﻥ ﺨﻼل ﻋﻤﻠﻴﺔ ﺍﻻﺴﺘﻌﻤﺎل ﺍﻝﺘﻲ ﺘﻅﻬﺭ ﻓﻲ ﺍﻝﺼﻭﺭﺓ ﻋﺒـﺭ‬
‫ﺍﻻﺫﺍﻋﺔ ﺍﻝﻤﺭﺌﻴﺔ‪.‬‬
‫‪Copyright © 2017.‬‬
‫‪copyright law.‬‬

‫‪-١٢٧-‬‬

‫‪EBSCO Publishing : eBook Arabic Collection Trial - printed on 4/4/2020 5:47 PM via MINISTÈRE DE L''EDUCATION‬‬
‫‪NATIONALE, DE LA FORMATION PROFESSIONNELLE‬‬
‫; ‪AN: 1945112‬‬ ‫;‪.‬‬
‫‪Account: ns063387‬‬
‫‪. All rights reserved. May not be reproduced in any form without permission from the publisher, except fair uses permitted under U.S. or applicable‬‬

‫‪ ٢‬ـ ﺇﻋﻼﻥ ﺍﺭﺸﺎﺩﻱ‪:‬‬

‫ﻼ ﺒـﻴﻥ ﺍﻹﻋـﻼﻥ ﺍﻻﺨﺒـﺎﺭﻱ‬
‫ﻋﻠﻰ ﺍﻝﺭﻏﻡ ﻤﻥ ﺃﻥ ﺍﻝﺒﻌﺽ ﻻ ﻴﻀﻊ ﻓﺎﺼ ﹰ‬
‫ﻭﺍﻹﻋﻼﻥ ﺍﻻﺭﺸﺎﺩﻱ ﻭﻴﺨﻠﻁ ﺒﻴﻨﻬﻤﺎ‪ ،‬ﺇﻻ ﺃﻨﻨﻲ ﺃﻋﺘﻘﺩ ﺒﻭﺠﻭﺩ ﺒﻌﺽ ﺍﻻﺨﺘﻼﻓـﺎﺕ‬
‫ﺨﺎﺼﺔ ﺍﺫﺍ ﺘﺠﺎﻭﺯﻨﺎ ﺍﻹﻋﻼﻨﺎﺕ ﺍﻝﺘﺠﺎﺭﻴﺔ ﺇﻝﻰ ﺍﻹﻋﻼﻨﺎﺕ ﺫﺍﺕ ﺍﻝﻁﺎﺒﻊ ﺍﻝﺘﻭﻋﻭﻱ‪،‬‬
‫ﺃﻱ ﺘﻠﻙ ﺍﻹﻋﻼﻨﺎﺕ ﺍﻝﺘﻲ ﻝﻬﺎ ﺍﺒﻌﺎﺩ ﺍﻨﺴﺎﻨﻴﺔ ﻭﺍﺠﺘﻤﺎﻋﻴﺔ‪.‬‬
‫ﻓﺎﻹﻋﻼﻥ ﺍﻻﺭﺸﺎﺩﻱ ﺍﺫﺍﹰ ﻫﻭ ﺍﻹﻋﻼﻥ ﺍﻝﺫﻱ ﻴﻬﺩﻑ ﺇﻝﻰ ﺘﻭﻋﻴـﺔ ﻭﺍﺭﺸـﺎﺩ‬
‫ﺍﻝﺠﻤﻬﻭﺭ ﺍﻝﻤﺘﻠﻘﻲ‪ ،‬ﻭﺤﺜﻬﻡ ﻋﻠﻰ ﺍﺘﺒﺎﻉ ﺍﻝﻌﺎﺩﺍﺕ ﺍﻝﺴﻠﻴﻤﺔ ﻭﺘﺒﻨﻲ ﺍﻝﻘﻴﻡ ﺍﻝﺤﻤﻴﺩﺓ‪ ،‬ﻤﺜﺎل‬
‫ﺫﻝﻙ ﺇﻋﻼﻨﺎﺕ ﺘﺭﺸﻴﺩ ﺍﻻﺴﺘﻬﻼﻙ‪ ،‬ﺍﻝﺩﻋﻭﺓ ﻝﻠﺘﺒﺭﻉ ـ ﺍﻴﹰﺎ ﻜﺎﻥ ﻨـﻭﻉ ﺍﻝﺘﺒـﺭﻉ ـ‬
‫ﻭﺍﻝﻤﺴﺎﻫﻤﺔ ﻓﻲ ﺍﻷﻋﻤﺎل ﺍﻝﺨﻴﺭﻴﺔ‪ ،‬ﻭﻤﺎ ﺸﺎﺒﻪ ﺫﻝﻙ ﻤﻥ ﺇﻋﻼﻨﺎﺕ ﻤﻬﻤﺘﻬﺎ ﺍﻷﺴﺎﺴﻴﺔ‬
‫ﻨﺸﺭ ﺍﻝﻭﻋﻲ ﺒﻴﻥ ﺍﻓﺭﺍﺩ ﺍﻝﻤﺠﺘﻤﻊ‪.‬‬

‫‪ ٣‬ـ ﺇﻋﻼﻥ ﺘﻨﺎﻓﺴﻲ‪:‬‬

‫ﺍﻹﻋﻼﻥ ﺍﻝﺘﻨﺎﻓﺴﻲ ﻫﻭ ﺫﻝﻙ ﺍﻹﻋﻼﻥ ﺍﻝﺫﻱ ﻴﺭﻭﺝ ﻝﺨﺼﺎﺌﺹ ﻭﻤﺯﺍﻴﺎ ﻨﻭﻉ‬
‫ﻤﺤﺩﺩ ﻤﻥ ﻤﻨﺘﺞ ﺃﻭ ﺨﺩﻤﺔ ﺃﻭ ﻓﻜﺭﺓ ﻤﻌﻴﻨـﺔ ﺩﻭﻥ ﻏﻴﺭﻫـﺎ‪ ،‬ﻭﺘﻬـﺩﻑ ﺍﻝﺭﺴـﺎﻝﺔ‬
‫ﺍﻹﻋﻼﻨﻴﺔ ﻀﻤﻥ ﺍﻹﻋﻼﻥ ﺍﻝﺘﻨﺎﻓﺴﻲ ﺇﻝﻰ ﺃﻗﻨﺎﻉ ﺍﻝﻌﻤﻼﺀ ﺍﻝﻤﺴﺘﻬﺩﻓﻴﻥ ﺒﺎﺨﺘﻴﺎﺭ ﻨﻭﻉ‬
‫ﻻ ﻤﻥ ﻏﻴﺭﻩ ﻤﻥ ﺍﻝﻤﻨﺘﺠﺎﺕ ﺍﻝﻤﻨﺎﻓﺴﺔ)‪ ،(٣‬ﻭﺫﻝـﻙ‬
‫ﻤﻌﻴﻥ ﻤﻥ ﺍﻝﺴﻠﻊ ﺃﻭ ﺍﻝﺨﺩﻤﺎﺕ ﺒﺩ ﹰ‬
‫ﻤﻥ ﺨﻼل ﺍﺒﺭﺍﺯ ﺍﻝﺨﺼﺎﺌﺹ ﺍﻝﺘﻨﺎﻓﺴﻴﺔ ﻝﻠﻤﻌﻠﻥ‪ ،‬ﻭﺤﺙ ﺍﻝﻤﺘﻠﻘﻴﻥ ﻋﻠﻰ ﺍﺨﺘﻴـﺎﺭﻩ‪،‬‬
‫ﻭﻜﻤﺜﺎل ﻋﻠﻰ ﺫﻝﻙ "ﺴﻴﺎﺭﺓ )‪ (...‬ﻫﻲ ﺍﻷﻓﻀل ﻓﻲ ﺍﻝﻌﺎﻝﻡ‪ ،"..‬ﺃﻭ "ﻋﺼـﻴﺭ )‪(...‬‬
‫ﻴﻨﻌﺸﻙ ﻭﻴﺯﻴﺩ ﻤﻥ ﺤﻴﻭﻴﺘﻙ‪."..‬‬
‫ﻭﺘﺯﺩﺍﺩ ﺃﻫﻤﻴﺔ ﺍﻹﻋﻼﻥ ﺍﻝﺘﻨﺎﻓﺴﻲ ﻭﻴﺯﺩﺍﺩ ﺍﻨﺘﺸﺎﺭﻩ ﻓﻲ ﻅل ﺍﺭﺘﻔـﺎﻉ ﺤـﺩﺓ‬
‫ﺍﻝﻤﻨﺎﻓﺴﺔ ﺩﺍﺨل ﺍﻝﺴﻭﻕ ﺍﻝﻭﺍﺤﺩ ﺒﻴﻥ ﺍﻝﻤﻨﺘﺠﻴﻥ ﺍﻝﺫﻴﻥ ﻴﻘﻭﻤﻭﻥ ﺒﺎﻨﺘﺎﺝ ﺴﻠﻊ ﻭﻤﻨﺘﺠﺎﺕ‬
‫‪Copyright © 2017.‬‬
‫‪copyright law.‬‬

‫‪-١٢٨-‬‬

‫‪EBSCO Publishing : eBook Arabic Collection Trial - printed on 4/4/2020 5:47 PM via MINISTÈRE DE L''EDUCATION‬‬
‫‪NATIONALE, DE LA FORMATION PROFESSIONNELLE‬‬
‫; ‪AN: 1945112‬‬ ‫;‪.‬‬
‫‪Account: ns063387‬‬
‫‪. All rights reserved. May not be reproduced in any form without permission from the publisher, except fair uses permitted under U.S. or applicable‬‬

‫ﻤﺘﺸﺎﺒﻬﺔ‪ ،‬ﺤﻴﺙ ﻴﺴﻌﻰ ﻜل ﻤﻨﺘﺞ ﺇﻝﻰ ﺍﻝﻔﻭﺯ ﺒﺎﻝﻤﺴﺘﻬﻠﻜﻴﻥ ﻤـﻥ ﺨـﻼل ﻤﺤﺎﻭﻝـﺔ‬
‫ﺍﻗﻨﺎﻋﻬﻡ ﺒﺎﻨﻪ ﺍﻷﻓﻀل ﻤﻥ ﺴﻭﺍﻩ ﻤﻥ ﺒﻘﻴﺔ ﺍﻝﻤﻨﺘﺠﻴﻥ ﺍﻝﻤﻨﺎﻓﺴﻴﻥ‪.‬‬
‫ﻭﻴﺘﻌﻠﻕ ﺍﻹﻋﻼﻥ ﺍﻝﺘﻨﺎﻓﺴﻲ ﺒﺎﻝﺴﻠﻊ ﻭﺍﻝﺨﺩﻤﺎﺕ ﺫﺍﺕ ﺍﻝﻤﺭﻜﺯ ﺍﻝﻭﻁﻴـﺩ ﻓـﻲ‬
‫ﺍﻝﺴﻭﻕ‪ ،‬ﻭﺍﻝﺘﻲ ﺸﻬﺩﺕ ﻅﻬﻭﺭ ﻤﻨﺘﺠﺎﺕ ﺍﺨﺭﻯ ﻤﻨﺎﻓﺴﺔ ﻝﻬﺎ‪ ،‬ﻜﻤﺎ ﻴﺘﻌﻠـﻕ ﻜـﺫﻝﻙ‬
‫ﺒﺎﻝﺴﻠﻊ ﺍﻝﺘﻲ ﺘﻤﺭ ﺒﻤﺭﺤﻠﺔ ﺍﻝﻨﻤﻭ ﻓﻲ ﺩﻭﺭﺓ ﺤﻴﺎﺘﻬﺎ‪ ،‬ﻭﺘﺴﻌﻰ ﻤﻥ ﺠﺎﻨﺒﻬﺎ ﺇﻝﻰ ﺍﻝﺘﻔﻭﻕ‬
‫ﺍﻝﻨﺴﺒﻲ ﻓﻲ ﺍﻝﺴﻭﻕ‪ ،‬ﻭﻴﺸﺘﺭﻁ ﻓﻲ ﺍﻹﻋﻼﻥ ﺍﻝﺘﻨﺎﻓﺴﻲ ـ ﻝﻜﻲ ﻴﺴﻤﻰ ﺒﻬﺫﺍ ﺍﻻﺴﻡ ـ‬
‫ﺃﻥ ﻴﻜﻭﻥ ﻋﻥ ﺴﻠﻊ ﻤﺘﻨﺎﻓﺴﺔ ﻭﻤﺘﻜﺎﻓﺌﺔ ﻤﻥ ﺤﻴﺙ ﺍﻝﻨﻭﻉ ﻭﺍﻝﺨﺼﺎﺌﺹ ﻭﻅـﺭﻭﻑ‬
‫ﺍﻻﺴﺘﻌﻤﺎل ﻭﺍﻝﻘﺩﺭﺓ ﻋﻠﻰ ﺍﺸﺒﺎﻉ ﻨﻔﺱ ﺍﻝﺤﺎﺠﺔ)‪.(٤‬‬
‫ﻭﻴﻬﺘﻡ ﺍﻹﻋﻼﻥ ﺍﻝﺘﻨﺎﻓﺴﻲ ﺒﺎﻝﺘﺭﻜﻴﺯ ﻋﻠﻰ ﺨﺼﺎﺌﺹ ﺍﻝﺴـﻠﻌﺔ ﺃﻭ ﺍﻝﺨﺩﻤـﺔ‬
‫ﺍﻝﻤﻌﻠﻥ ﻋﻨﻬﺎ ﻭﺍﻝﺘﻲ ﺘﺠﻌﻠﻬﺎ ﺘﺘﻤﻴﺯ ﻋﻥ ﻏﻴﺭﻫﺎ ﻤﻥ ﺍﻝﺴﻠﻊ ﻭﺍﻝﺨﺩﻤﺎﺕ ﻓﻲ ﺍﻝﺴﻭﻕ‪،‬‬
‫ﺒﻤﺎ ﻴﺩﻓﻊ ﺇﻝﻰ ﺘﻔﻀﻴل ﺍﻝﻤﺴﺘﻬﻠﻙ ﻝﺘﻠﻙ ﺍﻝﺴﻠﻌﺔ ﺃﻭ ﺍﻝﺨﺩﻤﺔ ﺍﻝﻤﻌﻠﻥ ﻋﻨﻬﺎ‪ ،‬ﻜل ﺫﻝـﻙ‬
‫ﻤﻥ ﺨﻼل ﺃﺒﺭﺍﺯ ﺍﻝﻤﻤﻴﺯﺍﺕ ﻭﺍﻻﻀﺎﻓﺎﺕ ﺍﻝﺘﻲ ﻻ ﺘﻭﺠﺩ ﻓﻲ ﺍﻝﺴـﻠﻊ ﻭﺍﻝﺨـﺩﻤﺎﺕ‬
‫ﺍﻝﻤﻨﺎﻓﺴﺔ ﻓﻲ ﺍﻝﺴﻭﻕ‪.‬‬
‫ﻭﻴﻌﺘﻤﺩ ﻨﺠﺎﺡ ﻫﺫﺍ ﺍﻝﻨﻭﻉ ﻤﻥ ﺍﻹﻋﻼﻥ ﻋﻠﻰ ﻤﺎ ﻴﻨﻔﻘﻪ ﺍﻝﻤﻌﻠﻨﻭﻥ ﻤﻥ ﺍﻤـﻭﺍل‬
‫ﻋﻠﻰ ﺍﻹﻋﻼﻨﺎﺕ‪ ،‬ﺇﻝﻰ ﺠﺎﻨﺏ ﺍﻷﻓﻜﺎﺭ ﺍﻝﺠﺩﻴﺩﺓ ﺍﻝﻤﺒﺘﻜﺭﺓ ﻓﻲ ﺍﻝﻭﺴـﺎﺌل ﺍﻹﻋﻼﻨﻴـﺔ‬
‫)‪(٥‬‬
‫ﻻ ﺃﻜﺜﺭ ﻤﻥ ﺍﻝﺠﻤﻬﻭﺭ‪.‬‬
‫ﺍﻝﺘﻲ ﺘﻠﻘﻰ ﻗﺒﻭ ﹰ‬

‫‪ ٤‬ـ ﺍﻹﻋﻼﻥ ﺍﻝﺘﺫﻜﻴﺭﻱ‪:‬‬

‫ﺍﻹﻋﻼﻨﺎﺕ ﺍﻝﺘﺫﻜﻴﺭﻴﺔ ﻜﻤﺎ ﻴﺒﺩﻭ ﻤﻥ ﺃﺴﻤﻬﺎ ﻫﻲ ﺘﻠﻙ ﺍﻝﺘﻲ ﺘﻘﻭﻡ ﺒﺎﻝﻘﺭﻉ ﻋﻠﻰ‬
‫ﺫﺍﻜﺭﺓ ﺍﻝﻤﺘﻠﻘﻲ ﻝﺘﺠﻌﻠﻪ ﻋﻠﻰ ﺍﺘﺼﺎل ﺩﺍﺌﻡ ﺒﺎﻝﺴﻠﻌﺔ ﺃﻭ ﺍﻝﺨﺩﻤﺔ ﺍﻝﻤﻌﻠﻥ ﻋﻨﻬﺎ‪.‬‬
‫ﻓﺎﻹﻋﻼﻥ ﺍﻝﺘﺫﻜﻴﺭﻯ ﻴﺭﺘﺒﻁ ﺒﺎﻝﺴﻠﻊ ﻭﺍﻝﺨﺩﻤﺎﺕ ﺍﻝﻤﺴـﺘﻘﺭﺓ ﻓـﻲ ﺍﻝﺴـﻭﻕ‪،‬‬
‫ﻭﺍﻝﻤﻌﺭﻭﻓﺔ ﻝﺩﻯ ﺍﻝﻌﻤﻼﺀ ﻤﻨﺫ ﺯﻤﻥ ﻁﻭﻴل‪ ،‬ﻓﻬﻲ ﺒﻬﺫﺍ ﻻ ﺘﺤﺘـﺎﺝ ﺇﻝـﻰ ﺍﺒـﺭﺍﺯ‬
‫‪Copyright © 2017.‬‬
‫‪copyright law.‬‬

‫‪-١٢٩-‬‬

‫‪EBSCO Publishing : eBook Arabic Collection Trial - printed on 4/4/2020 5:47 PM via MINISTÈRE DE L''EDUCATION‬‬
‫‪NATIONALE, DE LA FORMATION PROFESSIONNELLE‬‬
‫; ‪AN: 1945112‬‬ ‫;‪.‬‬
‫‪Account: ns063387‬‬
‫‪. All rights reserved. May not be reproduced in any form without permission from the publisher, except fair uses permitted under U.S. or applicable‬‬

‫ﺨﺼﺎﺌﺼﻬﺎ ﻭﻤﻤﻴﺯﺍﺘﻬﺎ‪ ،‬ﻭﻻ ﺘﻤﺎﺭﺱ ﺍﻝﺤﺎﺤﹰﺎ ﻋﻠﻰ ﺍﻝﻤﺘﻠﻘﻲ‪ ،‬ﻭﺍﻨﻤﺎ ﺘﻬـﺩﻑ ﺇﻝـﻰ‬
‫ﺘﺫﻜﻴﺭ ﺍﻝﻤﺴﺘﻬﻠﻜﻴﻥ ﺒﻬﺎ ﺤﺘﻰ ﻻ ﻴﻘﻌﻭﺍ ﻓﺭﻴﺴﺔ ﺍﻝﻨﺴﻴﺎﻥ ﺒﻤﺭﻭﺭ ﺍﻝﺯﻤﻥ‪ ،‬ﻭﻅﻬـﻭﺭ‬
‫ﺴﻠﻊ ﻭﺨﺩﻤﺎﺕ ﻤﺸﺎﺒﻬﺔ ﻓﻲ ﺍﻝﺴﻭﻕ‪.‬‬
‫ﻭﺘﺭﺘﺒﻁ ﺍﻹﻋﻼﻨﺎﺕ ﺍﻝﺘﺫﻜﻴﺭﻴﺔ ﺒﺎﻝﺴﻠﻊ ﻭﺍﻝﺨﺩﻤﺎﺕ ﺫﺍﺕ ﺍﻝﺴـﻤﻌﺔ ﺍﻝﻌﺎﻝﻤﻴـﺔ‬
‫ﺍﻝﻤﻌﺭﻭﻓﺔ ﻭﺍﻝﺭﺍﺴﺨﺔ‪ ،‬ﻭﺍﻝﺘﻲ ﻻﻗﺕ ﺍﻨﺘﺸﺎﺭﹰﺍ ﻭﺍﺴﻌﹰﺎ ﺒﻴﻥ ﺍﻝﻨﺎﺱ‪ ،‬ﻭﻫـﻲ ﺒﺎﻝﺘـﺎﻝﻲ‬
‫ﺘﺴﺘﺨﺩﻡ ﻤﻥ ﻗﺒل ﺍﻝﺸﺭﻜﺎﺕ ﻭﺍﻝﻤﻨﺸـﺄﺕ ﺍﻝﺘﺠﺎﺭﻴـﺔ ﺍﻝﻌﺎﻝﻤﻴـﺔ ﺫﺍﺕ ﺍﻝﻤﺎﺭﻜـﺎﺕ‬
‫ﻭﺍﻝﻌﻼﻤﺎﺕ ﺍﻝﺘﺠﺎﺭﻴﺔ ﺍﻝﻤﻌﺭﻭﻓﺔ ﻝﺩﻯ ﺍﻝﺠﻤﻬﻭﺭ‪.‬‬
‫ﻭﺘﺴﻌﻰ ﺍﻹﻋﻼﻨﺎﺕ ﺍﻝﺘﺫﻜﻴﺭﻴﺔ ﺇﻝﻰ ﺍﻴﺠﺎﺩ ﻨﻭﻉ ﻤﻥ ﺍﻻﻨﺘﻤﺎﺀ ﺒـﻴﻥ ﺍﻝﺴـﻠﻌﺔ‬
‫ﻭﻤﺴﺘﻬﻠﻜﻴﻬﺎ‪ ،‬ﺤﺭﺼﹰﺎ ﻋﻠﻰ ﺍﺴﺘﻤﺭﺍﺭﻴﺔ ﺸﺭﺍﺀ ﻫﺫﻩ ﺍﻝﺴﻠﻌﺔ ﺍﻝﻤﻤﻴﺯﺓ ﺒﻤﺎﺭﻜﺔ ﻤﺴﺠﻠﺔ‬
‫ﻭﻋﺩﻡ ﻨﺴﻴﺎﻨﻬﺎ‪ ،‬ﻭﻻ ﺴﻴﻤﺎ ﺍﻥ ﺍﻝﻌﺼﺭ ﺍﻝﺫﻱ ﻨﻌﻴﺸﻪ ﺍﻷﻥ ﻴﺸﻬﺩ ﺘﻁﻭﺭﺍﺕ ﻤﺘﻼﺤﻘﺔ‬
‫ﻓﻲ ﻤﺠﺎل ﺘﻌﺩﺩ ﺍﻝﻨﻤﺎﺫﺝ ﺍﻝﺴﻠﻌﻴﺔ ﺫﺍﺕ ﺍﻝﺴﻠﻌﺔ ﺍﻝﻭﺍﺤﺩﺓ‪ ،‬ﻭﺒﺎﻝﺘﺎﻝﻲ ﻓﺈﻥ ﻫﺫﻩ ﺍﻝﻤﻨﺎﻓﺴﺔ‬
‫ﺘﺘﻁﻠﺏ ﻤﺯﻴﺩﹰﺍ ﻤﻥ ﺍﻝﺠﻬﻭﺩ ﺍﻹﻋﻼﻨﻴﺔ ﻓﻲ ﺍﻝﻤﺠﺎل ﺍﻝﺘﺫﻜﻴﺭﻱ)‪.(٦‬‬

‫‪ ٥‬ـ ﺍﻹﻋﻼﻥ ﺍﻝﻤﺅﺴﺴﻲ‪:‬‬

‫ﻭﻫﻭ ﺍﻹﻋﻼﻥ ﺍﻝﺫﻱ ﻴﻬﺩﻑ ﺇﻝﻰ ﺘﺯﻭﻴﺩ ﺍﻝﺠﻤﻬﻭﺭ ﺒﻤﻌﻠﻭﻤﺎﺕ ﻋﻥ ﺍﻝﻤﻨﺸﺄﺓ ﺃﻭ‬
‫ﺍﻝﻤﺅﺴﺴﺔ ﺍﻝﻤﻌﻠﻥ ﻋﻨﻬﺎ‪ ،‬ﺒﻐﻴﺔ ﺨﻠﻕ ﺴﻤﻌﺔ ﺤﺴﻨﺔ ﻝﻬﺎ‪ ،‬ﻭﺒﻨﺎﺀ ﺍﻝﺜﻘﺔ ﺒـﻴﻥ ﺍﻝﻤﻌﻠـﻥ‬
‫ﻭﺍﻝﺠﻤﻬﻭﺭ‪ ،‬ﻭﺫﻝﻙ ﻋﻥ ﻁﺭﻴﻕ ﺸﺭﺡ ﺴﻴﺎﺴـﺔ ﺍﻝﻤﻌﻠـﻥ ﻭﻓﻠﺴـﻔﺘﻪ ﻭﺍﻨﺠﺎﺯﺍﺘـﻪ‬
‫ﻭﻁﻤﻭﺤﺎﺘﻪ ﺍﻝﻤﺴﺘﻘﺒﻠﻴﺔ)‪.(٧‬‬
‫ﻭﻓﻲ ﻜل ﺍﻻﺤﻭﺍل ﻓﺈﻥ ﻫﺫﻩ ﺍﻹﻋﻼﻨﺎﺕ ﺘﻬﺩﻑ ﺒﺎﻻﺴﺎﺱ ﺇﻝﻰ ﺘﻘﻭﻴﺔ ﺍﻝﺼﻠﺔ‬
‫ﻭﺍﻝﻌﻼﻗﺔ ﺒﻴﻥ ﻤﺅﺴﺴﺔ ﺃﻭ ﻤﻨﺸﺄﺓ ﺃﻭ ﻤﻨﺘﺞ ﻤﺎ ﻭﺍﻝﺠﻤﻬﻭﺭ‪ ،‬ﻭﺘﺭﺴﻴﺦ ﺼﻭﺭﺓ ﺍﻴﺠﺎﺒﻴﺔ‬
‫ﻓﻲ ﻤﺨﻴﻠﺘﻪ ﺒﻤﺎ ﻴﻘﻭﺩ ﺇﻝﻰ ﺘﻌﺯﻴﺯ ﻤﻜﺎﻨﺘﻬﺎ ﻝﺩﻴﻪ ﻭﺘﻘﻭﻴﺔ ﺜﻘﺘﻪ ﻓﻲ ﻤﺎ ﺘﻘﺩﻤـﻪ ﻭﻤـﺎ‬
‫ﺘﻁﺭﺤﻪ ﻓﻲ ﺍﻝﺴﻭﻕ ﻤﻥ ﺨﺩﻤﺎﺕ ﻭﻤﻨﺘﺠﺎﺕ‪ ،‬ﻓﺎﻹﻋﻼﻥ ﺍﻝﻤﺅﺴﺴﻲ ﻫـﻭ ﺇﻋـﻼﻥ‬
‫‪Copyright © 2017.‬‬
‫‪copyright law.‬‬

‫‪-١٣٠-‬‬

‫‪EBSCO Publishing : eBook Arabic Collection Trial - printed on 4/4/2020 5:47 PM via MINISTÈRE DE L''EDUCATION‬‬
‫‪NATIONALE, DE LA FORMATION PROFESSIONNELLE‬‬
‫; ‪AN: 1945112‬‬ ‫;‪.‬‬
‫‪Account: ns063387‬‬
‫‪. All rights reserved. May not be reproduced in any form without permission from the publisher, except fair uses permitted under U.S. or applicable‬‬

‫ﺴﻤﻌﺔ ﻏﺎﻴﺘﻪ ﺘﺤﻘﻴﻕ ﻤﻜﺎﻨﺔ ﻋﺎﻝﻴﺔ ﻝﻠﻤﺅﺴﺴﺔ ﺃﻭ ﺍﻝﻤﻨﺘﺞ ﻭﺍﻝﻤﺤﺎﻓﻅـﺔ ﻋﻠـﻰ ﺘﻠـﻙ‬
‫ﺍﻝﻤﻜﺎﻨﺔ ﻓﻲ ﺍﺫﻫﺎﻥ ﺍﻝﺠﻤﻬﻭﺭ‪.‬‬

‫‪ ٦‬ـ ﺇﻋﻼﻥ ﻤﺸﺎﺭﻜﺔ‪:‬‬

‫ﺃﻱ ﺍﻥ ﺍﻝﻬﺩﻑ ﻫﻨﺎ ﻫﻭ ﻤﺸﺎﺭﻜﺔ ﺍﻷﺨﺭﻴﻥ ﻤﻨﺎﺴﺒﺎﺘﻬﻡ ﻭﻤﺸﺎﻋﺭﻫﻡ ﺍﻻﻨﺴﺎﻨﻴﺔ‪،‬‬
‫ﻭﺘﻨﻘﺴﻡ ﺇﻋﻼﻨﺎﺕ ﺍﻝﻤﺸﺎﺭﻜﺔ ﺇﻝﻰ ﻨﻭﻋﻴﻥ ﻫﻤﺎ)‪:(٨‬‬

‫ﺃ ـ ﻤﺸﺎﺭﻜﺔ ﻓﻲ ﺍﻝﻤﻨﺎﺴﺒﺎﺕ ﺍﻝﺴﻌﻴﺩﺓ‪:‬‬

‫ﻭﻫﻲ ﺍﻹﻋﻼﻨﺎﺕ ﺍﻝﺘﻲ ﺘﻬﺩﻑ ﺇﻝﻰ ﺘﻘﺩﻴﻡ ﺍﻝﺘﻬﺎﻨﻲ ﻭﺍﻝﻤﺸﺎﺭﻜﺔ ﻓﻲ ﺍﻝﻤﻨﺎﺴﺒﺎﺕ‬
‫ﺍﻝﻭﻁﻨﻴﺔ ﻭﺍﻝﻘﻭﻤﻴﺔ ﻭﺍﻝﺩﻴﻨﻴﺔ ﻝﻠﻤﺠﺘﻤﻊ‪ ،‬ﻭﺍﻝﻤﻨﺎﺴﺒﺎﺕ ﺍﻝﺨﺎﺼﺔ ﻝﻸﻓـﺭﺍﺩ ﻜـﺎﻝﺯﻭﺍﺝ‬
‫ﻭﺍﻝﻨﺠﺎﺡ‪ ،‬ﻭﻤﺎ ﺇﻝﻰ ﺫﻝﻙ‪.‬‬

‫ﺏ ـ ﻤﺸﺎﺭﻜﺔ ﻓﻲ ﺍﻝﻤﻨﺎﺴﺒﺎﺕ ﺍﻝﺤﺯﻴﻨﺔ‪:‬‬

‫ﻭﻫﻲ ﺍﻹﻋﻼﻨﺎﺕ ﺍﻝﺘﻲ ﺘﻬﺩﻑ ﺇﻝﻰ ﺘﻘﺩﻴﻡ ﺍﻝﻤﻭﺍﺴﺎﺓ ﺃﻭﺍﻝﺘﻌﺎﺯﻱ ﻓﻲ ﺤـﺎﻻﺕ‬
‫ﺍﻝﻜﻭﺍﺭﺙ ﺃﻭﺍﻝﻭﻓﻴﺎﺕ‪ ..‬ﻭﻤﺎ ﺸﺎﺒﻪ ﺫﻝﻙ ﻤﻥ ﻤﻨﺎﺴﺒﺎﺕ ﺤﺯﻴﻨﺔ‪.‬‬
‫‪Copyright © 2017.‬‬
‫‪copyright law.‬‬

‫‪-١٣١-‬‬

‫‪EBSCO Publishing : eBook Arabic Collection Trial - printed on 4/4/2020 5:47 PM via MINISTÈRE DE L''EDUCATION‬‬
‫‪NATIONALE, DE LA FORMATION PROFESSIONNELLE‬‬
‫; ‪AN: 1945112‬‬ ‫;‪.‬‬
‫‪Account: ns063387‬‬
‫‪. All rights reserved. May not be reproduced in any form without permission from the publisher, except fair uses permitted under U.S. or applicable‬‬

‫ﺍﻝﻨﻁﺎﻕ ﺍﻝﺠﻐﺭﺍﻓﻲ ﻝﻺﻋﻼﻥ‬

‫ﻻ ﺠﻐﺭﺍﻓﻴﹰﺎ ﻤﺤﺩﺩﹰﺍ ﻴﺴﺘﻬﺩﻓﻪ‪ ،‬ﺤﻴﺙ ﻴﻌﻤل ﺍﻝﻤﻌﻠﻨـﻭﻥ ﻋﻠـﻰ‬

‫ﻝﻺﻋﻼﻥ ﻤﺠﺎ ﹰ‬
‫ﺘﺤﺩﻴﺩ ﺍﻝﻤﻨﺎﻁﻕ ﺍﻝﺘﻲ ﻴﺘﻭﺠﻬﻭﻥ ﺇﻝﻴﻬﺎ ﻤﺴﺒﻘﺎﹰ‪ ،‬ﻭﻴﺭﻜﺯﻭﻥ ﻨﺸﺎﻁﻬﻡ ﻋﻠﻴﻬﺎ ﻭﻓﻘﹰﺎ ﻝﻤـﺎ‬
‫ﻫﻭ ﻤﻌﺩ ﻭﻤﺭﺴﻭﻡ ﻝﻪ ﻓﻲ ﺍﻝﺨﻁﺔ ﺍﻹﻋﻼﻨﻴﺔ‪.‬‬
‫ﻭﺘﺤﺩﻴﺩ ﺍﻝﻤﺠﺎل ﺃﻭ ﺍﻝﻨﻁﺎﻕ ﺍﻝﺠﻐﺭﺍﻓﻲ ﻤﻥ ﻗﺒل ﺍﻝﻤﻌﻠـﻥ ﺨﻁـﻭﺓ ﻤﻬﻤـﺔ‬
‫ﻭﺃﺴﺎﺴﻴﺔ ﻋﻠﻰ ﻁﺭﻴﻕ ﺘﺤﻘﻴﻕ ﺍﻷﻫﺩﺍﻑ ﺍﻝﻤﺭﺠﻭﺓ ﻤﻥ ﺍﻹﻋﻼﻥ‪ ،‬ﻭﺫﻝﻙ ﻝﻼﺴـﺒﺎﺏ‬
‫ﺍﻝﺘﺎﻝﻴﺔ‪:‬‬
‫‪١‬ـ ﺍﻥ ﺘﺤﺩﻴﺩ ﺍﻝﻤﻨﻁﻘﺔ ﺍﻝﺠﻐﺭﺍﻓﻴﺔ ﺍﻝﻤﺴﺘﻬﺩﻓﺔ ﻤﻥ ﺸﺄﻨﻪ ﺃﻥ ﻴﺠﻌل ﺍﻝﻤﻌﻠـﻥ‬
‫ﻴﺘﺠﻪ ﻤﺒﺎﺸﺭﺓ ﺇﻝﻰ ﺍﺴﺘﻬﺩﺍﻑ ﺍﻷﺴﻭﺍﻕ ﻓﻲ ﻫﺫﻩ ﺍﻝﻤﻨﻁﻘﺔ ﺩﻭﻥ ﻏﻴﺭﻫﺎ‪ ،‬ﺍﻷﻤﺭ ﺍﻝﺫﻱ‬
‫ﻴﻭﻓﺭ ﻝﻪ ﺍﻝﻜﺜﻴﺭ ﻤﻥ ﺍﻝﺠﻬﺩ ﻭﺍﻝﻭﻗﺕ ﻭﺍﻻﻤﻜﺎﻨﻴـﺎﺕ‪ ،‬ﻭﻴﻀـﻤﻥ ﻋـﺩﻡ ﺒﻌﺜﺭﺘﻬـﺎ‬
‫ﻭﺘﺸﺘﻴﺘﻬﺎ‪.‬‬
‫‪ ٢‬ـ ﺃﻥ ﺘﺤﺩﻴﺩ ﺍﻝﻤﻨﻁﻘﺔ ﺍﻝﺠﻐﺭﺍﻓﻴﺔ ﻴﺠﻌل ﺍﻝﻤﻌﻠﻥ ﻴﺘﻭﺠﻪ ﺇﻝﻴﻬـﺎ ﻤﺒﺎﺸـﺭﺓ‬
‫ﻝﺩﺭﺍﺴﺔ ﺨﺼﺎﺌﺹ ﺴﻜﺎﻨﻬﺎ‪ ،‬ﻭﺍﻝﺘﻌﺭﻑ ﻋﻠﻰ ﺍﺘﺠﺎﻫﺎﺘﻬﻡ ﻭﻤﻴﻭﻝﻬﻡ ﻭﺜﻘﺎﻓﺘﻬﻡ‪ ،‬ﻤﻤـﺎ‬
‫ﻴﺴﺎﻋﺩ ﻋﻠﻰ ﺇﻋﺩﺍﺩ ﺍﻝﺭﺴﺎﻝﺔ ﺍﻹﻋﻼﻨﻴﺔ ﻭﺼﻴﺎﻏﺘﻬﺎ ﺒﻤﺎ ﻴﺘﻼﺌﻡ ﻭﺍﻝﺜﻘﺎﻓﺔ ﻭﺍﻝﻌـﺭﻑ‬
‫ﺍﻝﺴﺎﺌﺩ‪ ،‬ﻭﻴﺯﻴﺩ ﺒﺎﻝﺘﺎﻝﻲ ﻤﻥ ﻗﻭﺓ ﺘﺄﺜﻴﺭﻫﺎ‪ ،‬ﺫﻝﻙ ﺃﻥ ﻜﺜﻴﺭ ﻤﻥ ﺍﻝﺭﺴـﺎﺌل ﺍﻹﻋﻼﻨﻴـﺔ‬
‫ﺘﺘﻌﺭﺽ ﻝﻠﻔﺸل ﻭﺍﻻﺨﻔﺎﻕ ﺒﺴﺒﺏ ﻋﺩﻡ ﻤﻌﺭﻓﺘﻬﺎ ﺒﺤﻘﻴﻘﺔ ﺍﻝﻤﺠﺘﻤﻊ ﺍﻝﺫﻱ ﺘﺘﻭﺠﻪ ﺇﻝﻴﻪ‬
‫ﻭﺘﺨﺎﻁﺒﻪ‪.‬‬
‫‪ ٣‬ـ ﻴﺴﺎﻋﺩ ﻜﺫﻝﻙ ﺘﺤﺩﻴﺩ ﺍﻝﻤﻨﻁﻘﺔ ﺍﻝﺠﻐﺭﺍﻓﻴﺔ ﺍﻝﻤﻌﻠﻥ ﻋﻠﻰ ﺘﺤﺩﻴﺩ ﻭﺍﺨﺘﻴﺎﺭ‬
‫ﺍﻝﻭﺴﺎﺌل ﺍﻹﻋﻼﻨﻴﺔ ﺍﻷﻨﺴﺏ ﻝﻠﻭﺼﻭل ﺇﻝﻰ ﺘﻠﻙ ﺍﻝﻤﻨﻁﻘﺔ‪ ،‬ﻭﺩﺭﺍﺴﺘﻬﺎ ﻭﺍﻝﻤﻔﺎﻀـﻠﺔ‬
‫ﺒﻴﻨﻬﺎ ﻭﻓﻘﹰﺎ ﻝﻤﺎ ﻴﺭﺍﻩ ﻤﻼﺌﻤﹰﺎ ﻝﻁﺒﻴﻌﺔ ﺍﻝﺠﻤﻬﻭﺭ‪ ،‬ﻭﻤﺩﻯ ﺘﻐﻠﻐل ﻜـل ﻤﻨﻬـﺎ ﺩﺍﺨـل‬
‫ﺍﻝﻤﺠﺘﻤﻊ ﺍﻝﻤﺴﺘﻬﺩﻑ‪.‬‬
‫‪Copyright © 2017.‬‬
‫‪copyright law.‬‬

‫‪-١٣٢-‬‬

‫‪EBSCO Publishing : eBook Arabic Collection Trial - printed on 4/4/2020 5:47 PM via MINISTÈRE DE L''EDUCATION‬‬
‫‪NATIONALE, DE LA FORMATION PROFESSIONNELLE‬‬
‫; ‪AN: 1945112‬‬ ‫;‪.‬‬
‫‪Account: ns063387‬‬
‫‪. All rights reserved. May not be reproduced in any form without permission from the publisher, except fair uses permitted under U.S. or applicable‬‬

‫ﻓﺈﺫﺍ ﻜﺎﻥ ﺍﻝﻤﺠﺘﻤﻊ ﺃﻤﻴﹰﺎ ﺒﻨﺴﺒﺔ ﻜﺒﻴﺭﺓ ﻓـﺈﻥ ﺍﻝﺭﺍﺩﻴـﻭ ﻭﺍﻝﺘﻠﻔﺯﻴـﻭﻥ ﻫﻤـﺎ‬
‫ﺍﻝﻭﺴﻴﻠﺘﺎﻥ ﺍﻷﻨﺴﺏ ﻓﻲ ﻫﺫﻩ ﺍﻝﺤﺎﻝﺔ‪ ،‬ﺃﻤﺎ ﺇﺫﺍ ﻜﺎﻨﺕ ﻨﺴﺒﺔ ﺍﻝﺘﻌﻠﻴﻡ ﻤﺭﺘﻔﻌﺔ ﻭﺍﻹﻋﻼﻥ‬
‫ﻴﺘﻭﺠﻪ ﺇﻝﻰ ﺍﻝﻤﺘﻌﻠﻤﻴﻥ ﻓﺈﻥ ﺍﻝﺼﺤﻑ ﻫﻲ ﺍﻝﻭﺴﻴﻠﺔ ﺍﻝﻤﻼﺌﻤﺔ ﻓﻲ ﻫﺫﻩ ﺍﻝﺤﺎﻝﺔ‪.‬‬
‫ﻭﺤﺘﻰ ﻓﻲ ﻅل ﺘﻌﺩﺩ ﺍﻝﻭﺴﺎﺌل ﻓﺈﻨﻪ ﺒﺎﻹﻤﻜﺎﻥ ﺘﻔﻀﻴل ﺍﺤﺩﺍﻫﺎ ﻋﻥ ﺍﻷﺨﺭﻯ‬
‫ﺘﺒﻌﹰﺎ ﻻﻋﺘﺒﺎﺭﺍﺕ ﺘﺘﺼل ﺒﺤﺠﻡ ﺍﻻﻗﺒﺎل ﻋﻠﻴﻬـﺎ‪ ،‬ﻭﻤـﺩﻯ ﻤﻼﺌﻤﺘﻬـﺎ ﻝﻠﺸـﺭﻴﺤﺔ‬
‫ﺍﻝﻤﺴﺘﻬﺩﻓﺔ‪ ،‬ﻭﻗﺩ ﻴﺠﺩ ﺍﻝﻤﻌﻠﻥ ﺍﻥ ﺠﻤﻬﻭﺭﻩ ﺍﻝﻤﺴﺘﻬﺩﻑ ﺼﻐﻴﺭ ﺠﺩﹰﺍ ﻭﻴﻤﻜﻥ ﺤﺼﺭﻩ‬
‫ﻼ ـ ﻭﻓﻲ ﻤﺜل ﻫﺫﻩ ﺍﻝﺤﺎﻝﺔ ﻗـﺩ ﻴﻔﻀـل‬
‫ﻓﻲ ﻤﻜﺎﻥ ﻤﺤﺩﺩ ـ ﻜﻁﻼﺏ ﺍﻝﺠﺎﻤﻌﺔ ﻤﺜ ﹰ‬
‫ﺍﺴﺘﺨﺩﺍﻡ ﺍﻝﻤﻠﺼﻘﺎﺕ ﺩﺍﺨل ﻤﻤﺭﺍﺕ ﺍﻝﺠﺎﻤﻌﺔ‪.‬‬
‫‪ ٤‬ـ ﻴﻭﻓﺭ ﺘﺤﺩﻴﺩ ﺍﻝﻨﻁﺎﻕ ﺍﻝﺠﻐﺭﺍﻓﻲ ﻝﻺﻋﻼﻥ ﺍﻝﻜﺜﻴﺭ ﻤﻥ ﺍﻻﻤﻭﺍل ﺍﻝﺘـﻲ‬
‫ﻜﺎﻨﺕ ﺴﺘﺫﻫﺏ ﻫﺩﺭﹰﺍ ﻝﻭ ﻝﻡ ﻴﺘﻡ ﺘﺤﺩﻴﺩ ﺍﻝﻤﻨﻁﻘﺔ ﺍﻝﻤﺴﺘﻬﺩﻓﺔ ﻭﺍﻝﻭﺴﺎﺌل ﺍﻝﻤﺴـﺘﺨﺩﻤﺔ‬
‫ﺒﺩﻗﺔ ﻭﺒﺸﻜل ﻤﺤﺩﺩ‪.‬‬
‫ﻭﻴﺅﻜﺩ ﻜل ﻤﺎ ﺘﻘﺩﻡ ﺍﻥ ﺍﻝﻌﻤل ﺍﻹﻋﻼﻨﻲ ﻝﻴﺱ ﻋﻤل ﻋﺸﻭﺍﺌﻴﹰﺎ ﻴﺘﻡ ﻫﻜﺫﺍ ﺩﻭﻥ‬
‫ﺘﺨﻁﻴﻁ‪ ،‬ﻭﺍﻨﻤﺎ ﻫﻭ ﻋﻤل ﻴﺘﻡ ﻭﻓﻘﺎﹰ ﻝﺩﺭﺍﺴﺎﺕ ﻭﺃﺒﺤﺎﺙ ﺘﺠﻌـل ﺍﻝﺠﻬـﻭﺩ ﺘﺘﻭﺠـﻪ‬
‫ﻤﺒﺎﺸﺭﺓ ﻨﺤﻭ ﺍﻝﻤﻨﺎﻁﻕ ﺍﻝﻤﺴﺘﻬﺩﻓﺔ ﺩﻭﻥ ﻏﻴﺭﻫﺎ ﻤﻥ ﺃﺠل ﻀﻤﺎﻥ ﺘﺤﻘﻴﻕ ﺃﻜﺒﺭ ﻗﺩﺭ‬
‫ﻤﻥ ﺍﻝﻔﺎﺌﺩﺓ ﺍﻝﻤﺭﺠﻭﺓ ﻤﻥ ﻨﺸﺭ ﺍﻹﻋﻼﻥ‪.‬‬
‫ﻭﻴﻘﺴﻡ ﺍﻹﻋﻼﻥ ﺠﻐﺭﺍﻓﻴﹰﺎ ﻋﻠﻰ ﺍﻝﻨﺤﻭ ﺍﻝﺘﺎﻝﻲ‪:‬‬

‫ﺃﻭ ﹰﻻ ‪ :‬ﺍﻹﻋﻼﻥ ﺍﻝﻭﻁﻨﻲ‪:‬‬

‫ﻭﻴﺴﻤﻰ ﻜﺫﻝﻙ ﺒﺎﻹﻋﻼﻥ ﺍﻝﻘﻭﻤﻲ‪ ،‬ﻭﻴﺴﻤﻴﻪ ﺍﻝﺒﻌﺽ ﺍﻹﻋـﻼﻥ ﺍﻷﻫﻠـﻲ)*(‪،‬‬
‫ﻭﺒﻐﺽ ﺍﻝﻨﻅﺭ ﻋﻥ ﺍﻻﺨﺘﻼﻑ ﻓﻲ ﺍﻝﺘﺴﻤﻴﺔ ﻓﺈﻥ ﻫﺫﻩ ﺍﻝﻨﻭﻋﻴـﺔ ﻤـﻥ ﺍﻹﻋﻼﻨـﺎﺕ‬
‫ﺘﺴﺘﻬﺩﻑ ﺍﻝﻤﺴﺘﻬﻠﻜﻴﻥ ﺩﺍﺨل ﺤﺩﻭﺩ ﺍﻝﺩﻭﻝﺔ ﺍﻝﺘﻲ ﺘﻨﻁﻠﻕ ﻤﻨﻬﺎ ﻭﺴﺎﺌل ﺍﻹﻋﻼﻥ ﺩﻭﻥ‬
‫ﺴﻭﺍﻫﺎ‪ ،‬ﻭﺘﺴﺘﺨﺩﻡ ﻓﻴﻬﺎ ﻭﺴﻴﻠﺔ ﺃﻭ ﺃﻜﺜﺭ ﻤﻥ ﺍﻝﻭﺴﺎﺌل ﺍﻝﺘﻲ ﻴﻐﻁﻲ ﺍﻨﺘﺸﺎﺭﻫﺎ ﻜـل‬
‫‪Copyright © 2017.‬‬
‫‪copyright law.‬‬

‫‪-١٣٣-‬‬

‫‪EBSCO Publishing : eBook Arabic Collection Trial - printed on 4/4/2020 5:47 PM via MINISTÈRE DE L''EDUCATION‬‬
‫‪NATIONALE, DE LA FORMATION PROFESSIONNELLE‬‬
‫; ‪AN: 1945112‬‬ ‫;‪.‬‬
‫‪Account: ns063387‬‬
‫‪. All rights reserved. May not be reproduced in any form without permission from the publisher, except fair uses permitted under U.S. or applicable‬‬

‫ﺃﻨﺤﺎﺀ ﺍﻝﺒﻠﺩ‪ ،‬ﻓﺎﻝﻤﻌﻠﻥ ﻫﻨﺎ ﻴﺴﻌﻰ ﺇﻝﻰ ﺍﻝﻭﺼﻭل ﺒﺈﻋﻼﻨﻪ ﺇﻝﻰ ﺠﻤﻴـﻊ ﺍﻝﻤﺘﺴـﺎﻜﻨﻴﻥ‬
‫ﺩﺍﺨل ﺍﻝﺩﻭﻝﺔ‪.‬‬
‫ﻭﻋﻤﻭﻤﹰﺎ ﻓﺈﻥ ﻫﺫﺍ ﺍﻹﻋﻼﻥ ﻴﺘﻌﻠﻕ ﺒﺎﻝﺴﻠﻊ ﻭﺍﻝﺨﺩﻤﺎﺕ ﺍﻝﺘﻲ ﺘـﻭﺯﻉ ﻋﻠـﻰ‬
‫ﻤﺴﺘﻭﻯ ﺍﻝﺒﻠﺩ ﺒﺸﻜل ﻋﺎﻡ‪ ،‬ﻭﻴﻨﺘﺸﺭ ﻤﺴﺘﻬﻠﻜﻭﻫﺎ ﻓﻲ ﺃﺭﺠﺎﺀ ﺍﻝﺒﻼﺩ ﻜﺎﻓﺔ‪ ،‬ﻭﻴﺴﺘﺨﺩﻡ‬
‫ﻝﻬﺫﺍ ﺍﻝﻨﻭﻉ ﻤﻥ ﺍﻹﻋﻼﻥ ﻭﺴﺎﺌل ﻨﺸﺭ ﺍﻹﻋﻼﻨـﺎﺕ ﺫﺍﺕ ﺍﻝﻁـﺎﺒﻊ ﺍﻝـﻭﻁﻨﻲ‪ ،‬ﺃﻭ‬
‫ﺍﻝﺘﻭﺯﻴﻊ ﺍﻝﻭﻁﻨﻲ ﺍﻝﻌﺎﻡ‪ ،‬ﻤﺜل ﺍﻝﺼﺤﻑ ﺍﻝﻭﻁﻨﻴﺔ ﺍﻝﻌﺎﻤﺔ‪ ،‬ﻭﺍﻝﻤﺠﻼﺕ ﺍﻻﺴـﺒﻭﻋﻴﺔ‪،‬‬
‫ﻭﺍﻻﺫﺍﻋﺘﻴﻥ ﺍﻝﻤﺴﻤﻭﻋﺔ ﻭﺍﻝﻤﺭﺌﻴﺔ‪ ،‬ﻭﺍﻝﻤﻠﺼﻘﺎﺕ‪..‬ﺍﻝﺦ)‪.(٩‬‬

‫ﺜﺎﻨﻴ ﹰﺎ ‪ :‬ﺍﻹﻋﻼﻥ ﺍﻝﻤﺤﻠﻲ ‪:‬‬

‫ﻭﻴﺴﻤﻰ ﺍﻴﻀﹰﺎ ﺍﻹﻋﻼﻥ ﺍﻻﻗﻠﻴﻤﻲ‪ ،‬ﺃﻭ ﺇﻋﻼﻥ ﺍﻝﺘﺠﺯﺌﺔ‪ ،‬ﻭﻫﻭ ﺍﻹﻋﻼﻥ ﺍﻝﺫﻱ‬
‫ﻴﺘﻡ ﺘﻭﺠﻴﻬﻪ ﺇﻝﻰ ﻓﺌﺔ ﻤﺤﺩﺩﺓ ﻤﻥ ﺍﻝﻌﻤﻼﺀ ﺍﻝﻤﺘﻭﺍﺠﺩﻴﻥ ﺩﺍﺨل ﻤﺴـﺎﺤﺔ ﺠﻐﺭﺍﻓﻴـﺔ‬
‫ﻤﺤﺩﺩﺓ ﺴﻠﻔﺎﹰ‪ ،‬ﺒﻐﻴﺔ ﺃﺤﺩﺍﺙ ﺘﺄﺜﻴﺭ‪ ،‬ﺃﻭ ﺨﻠﻕ ﺍﻝﺭﻏﺒﺔ ﻝﺩﻴﻬﻡ ﻻﺜﺎﺭﺓ ﺃﻫﺘﻤﺎﻤﻬﻡ ﻨﺤـﻭ‬
‫ﻨﻤﺎﺫﺝ ﺴﻠﻌﻴﺔ ﺃﻭ ﺨﺩﻤﻴﺔ ﻤﺤﺩﺩﺓ‪ ،‬ﻴﺘﻡ ﺘﻭﻓﻴﺭﻫﺎ ﻓﻲ ﺍﻝﻨﻁﺎﻕ ﺍﻝﺠﻐﺭﺍﻓـﻲ ﺍﻝﻤـﺭﺘﺒﻁ‬
‫ﺒﻤﻜﺎﻥ ﺘﻭﺍﺠﺩﻫﻡ)‪.(١٠‬‬
‫ﻓﺎﻹﻋﻼﻨﺎﺕ ﺍﻝﻤﺤﻠﻴﺔ‪ ،‬ﺃﻭ ﺍﻻﻗﻠﻴﻤﻴﺔ‪ ،‬ﺃﻭ ﺍﻝﺠﻬﻭﻴﺔ ـ ﻭﻓﻕ ﺘﺴﻤﻴﺘﻬﺎ ﻓﻲ ﻜـل‬
‫ﻗﻁﺭ ـ ﺘﺴﺘﻬﺩﻑ ﻤﻨﻁﻘﺔ ﺠﻐﺭﺍﻓﻴﺔ ﻤﺤﺩﺩﺓ ﺩﺍﺨل ﺤﺩﻭﺩ ﺍﻝﺩﻭﻝﺔ‪ ،‬ﻭﺒﺎﻝﺘﺎﻝﻲ ﻻ ﺩﺍﻋﻲ‬
‫ﻝﻨﺸﺭﻫﺎ ﻋﻠﻰ ﻤﺴﺘﻭﻯ ﺍﻝﺒﻠﺩ‪ ،‬ﻭﻴﺴﺘﺨﺩﻡ ـ ﻋﺎﺩﺓ ـ ﺍﻝﻤﻌﻠﻨﻭﻥ ﻭﺴـﺎﺌل ﺍﻹﻋـﻼﻥ‬
‫ﺍﻝﻤﺤﻠﻴﺔ ﺇﺫﺍ ﻜﺎﻨﺕ ﻤﺘﺎﺤﺔ ﺒﺎﻝﺼﻭﺭﺓ ﺍﻝﻤﻁﻠﻭﺒﺔ‪.‬‬
‫ﻓﺎﻹﻋﻼﻨﺎﺕ ﺍﻝﺘﻲ ﺘﺼﺩﺭ ﻤﻥ ﻤﻨﻁﻘﺔ ﺒﻨﻐﺎﺯﻱ ـ ﻤﺜﻼ ـ ﻭﻴﻜﻭﻥ ﺍﻝﻐـﺭﺽ‬
‫ﻤﻨﻬﺎ ﻤﺨﺎﻁﺒﺔ ﺍﻝﻌﻤﻼﺀ ﺩﺍﺨل ﻫﺫﻩ ﺍﻝﻤﻨﻁﻘﺔ ﻓﻘﻁ ﺘﻨﺸﺭ ﻋﺎﺩﺓ ﻋﺒﺭ ﺇﺫﺍﻋﺔ ﺒﻨﻐـﺎﺯﻱ‬
‫ﺍﻝﻤﺤﻠﻴﺔ‪ ،‬ﺃﻭ ﺼﺤﻴﻔﺔ ﺃﺨﺒﺎﺭ ﺒﻨﻐﺎﺯﻱ‪ ،‬ﺃﻭ ﺃﻴﺔ ﻭﺴﻴﻠﺔ ﺃﺨﺭﻯ ﻤﻨﺎﺴﺒﺔ ﺘﺼﺩﺭ ﻤـﻥ‬
‫ﺍﻝﻤﻨﻁﻘﺔ‪.‬‬
‫‪Copyright © 2017.‬‬
‫‪copyright law.‬‬

‫‪-١٣٤-‬‬

‫‪EBSCO Publishing : eBook Arabic Collection Trial - printed on 4/4/2020 5:47 PM via MINISTÈRE DE L''EDUCATION‬‬
‫‪NATIONALE, DE LA FORMATION PROFESSIONNELLE‬‬
‫; ‪AN: 1945112‬‬ ‫;‪.‬‬
‫‪Account: ns063387‬‬
‫‪. All rights reserved. May not be reproduced in any form without permission from the publisher, except fair uses permitted under U.S. or applicable‬‬

‫ﻭﻗﺩ ﺘﺴﺘﺨﺩﻡ ﺒﻌﺽ ﺍﻝﻭﺴﺎﺌل ﺍﻝﻌﺎﻤﺔ ﺍﻝﺘﻲ ﺘﺼﺩﺭ ﻋﻠﻰ ﻤﺴـﺘﻭﻯ ﺍﻝﺩﻭﻝـﺔ‬
‫ﻝﻤﺨﺎﻁﺒﺔ ﺠﻤﻬﻭﺭ ﻤﺤﺩﺩ ﻓﻲ ﻤﻨﻁﻘﺔ ﻤﻌﻴﻨﺔ‪ ،‬ﻭﺤﺘﻰ ﻓﻲ ﻫﺫﻩ ﺍﻝﺤﺎﻝﺔ ﺍﻝﺘﻲ ﺍﺴﺘﺨﺩﻤﺕ‬
‫ﻓﻴﻬﺎ ﻭﺴﻴﻠﺔ ﻗﻭﻤﻴﺔ ﻓﺈﻥ ﺍﻝﻤﺴﺘﻬﺩﻑ ﺍﻝﺤﻘﻴﻘﻲ ﻫﻭ ﺠﻤﻬﻭﺭ ﻤﻨﻁﻘﺔ ﻤﺤﺩﺩﺓ‪.‬‬
‫ﻭﺘﻭﻓﺭ ﺒﻌﺽ ﺍﻝﺼﺤﻑ ﺍﻝﻘﻭﻤﻴﺔ ﺍﻝﻜﺒﻴﺭﺓ ﺍﻝﺘﻲ ﺘﻭﺯﻉ ﻋﻠﻰ ﻤﺴـﺘﻭﻯ ﺍﻝﺒﻠـﺩ‬
‫ﺨﺩﻤﺎﺕ ﺨﺎﺼﺔ ﻝﻠﻤﻌﻠﻨﻴﻥ ﺍﻝﺫﻴﻥ ﻴﺴﻌﻭﻥ ﺇﻝﻰ ﺍﻝﻭﺼﻭل ﺇﻝﻰ ﻤﻨﻁﻘـﺔ ﺃﻭ ﻤﻨـﺎﻁﻕ‬
‫ﺒﺫﺍﺘﻬﺎ ﺩﻭﻥ ﻏﻴﺭﻫﺎ‪ ،‬ﻭﺫﻝﻙ ﻤﻥ ﺨﻼل ﺼﻔﺤﺎﺕ ﺇﻋﻼﻨﻴـﺔ ﺨﺎﺼـﺔ‪ ،‬ﺃﻭ ﻤﻼﺤـﻕ‬
‫ﺇﻋﻼﻨﻴﺔ‪ ،‬ﺃﻭ ﻁﺒﻌﺎﺕ ﺨﺎﺼﺔ ﺘﻭﺯﻉ ﻓﻘﻁﻔﻲ ﺍﻝﻤﻨﺎﻁﻕ ﺍﻝﻤﺴﺘﻬﺩﻓﺔ‪.‬‬

‫ﺜﺎﻝﺜ ﹰﺎ ‪ :‬ﺍﻹﻋﻼﻥ ﺍﻝﺩﻭﻝﻲ ‪:‬‬

‫ﺘﺘﺠﺎﻭﺯ ﺍﻹﻋﻼﻨﺎﺕ ﺍﻝﺩﻭﻝﻴﺔ ﺤﺩﻭﺩ ﺍﻝﺩﻭﻝﺔ ﺍﻝﺘﻲ ﻴﺼﺩﺭ ﻤﻨﻬﺎ‪ ،‬ﻭﺘﺘﻭﺠﻪ ﺇﻝـﻰ‬
‫ﺠﻤﻬﻭﺭ ﺨﺎﺭﺝ ﺍﻗﻠﻴﻡ ﺍﻝﺩﻭﻝﺔ‪ ،‬ﻭﻤﺜﺎل ﺫﻝﻙ ﺇﻋﻼﻨﺎﺕ ﺸﺭﻜﺎﺕ ﺍﻝﻁﻴـﺭﺍﻥ ﺍﻝﻌﺎﻝﻤﻴـﺔ‬
‫ﺍﻝﻜﺒﺭﻯ‪ ،‬ﻭﺍﻝﺸﺭﻜﺎﺕ ﻤﺘﻌﺩﺩﺓ ﺍﻝﺠﻨﺴﻴﺎﺕ)‪ ،(١١‬ﺒﺎﻹﻀﺎﻓﺔ ﺇﻝﻰ ﺇﻋﻼﻨﺎﺕ ﺍﻝﺴـﻴﺎﺭﺍﺕ‬
‫ﻭﺍﻝﺴﺎﻋﺎﺕ ﻭﺍﻝﻌﻁﻭﺭ ﻭﺍﻝﻤﻌﺎﺩﻥ ﺍﻝﺜﻤﻴﻨﺔ ﻭﺍﻷﺠﻬﺯﺓ ﺍﻝﻜﻬﺭﺒﺎﺌﻴـﺔ ﺫﺍﺕ ﺍﻝﻤﺎﺭﻜـﺎﺕ‬
‫ﺍﻝﻌﺎﻝﻤﻴﺔ ﺍﻝﻤﻌﺭﻭﻓﺔ‪ ،‬ﻭﺍﻹﻋﻼﻥ ﻋﻥ ﺍﻝﻤﻨﺎﻁﻕ ﺍﻝﺴﻴﺎﺤﻴﺔ‪ ،‬ﻭﻤﺎ ﺸـﺎﺒﻪ ﺫﻝـﻙ ﻤـﻥ‬
‫ﺇﻋﻼﻨﺎﺕ ﺘﺘﻌﺩﻯ ﺍﻝﺠﻤﻬﻭﺭ ﺍﻝﻭﻁﻨﻲ "ﺍﻝﻘﻭﻤﻲ"‪ ،‬ﻭﺍﻝﻤﺤﻠﻲ "ﺍﻻﻗﻠﻴﻤﻲ‪ ،‬ﺃﻭ ﺍﻝﺠﻬﻭﻱ"‪.‬‬
‫ﻭﻴﺴﺘﺨﺩﻡ ـ ﻋﺎﺩﺓ ـ ﺍﻝﻤﻌﻠﻨﻭﻥ ﺍﻝﺩﻭﻝﻴﻭﻥ ﻭﺴﺎﺌل ﺍﻹﻋﻼﻡ ﺍﻝﻤﺨﺘﻠﻔـﺔ ﺫﺍﺕ‬
‫ﺍﻻﻨﺘﺸﺎﺭ ﺍﻝﻭﺍﺴﻊ‪ ،‬ﻭﺒﺎﻝﺘﻨﺴﻴﻕ ﻤﻊ ﺍﻝﻭﻜﻼﺀ ﺍﻝﻤﺤﻠﻴﻭﻥ ﻝﻠﺴﻠﻊ ﻭﺍﻝﻤﻨﺘﺠـﺎﺕ ﺍﻝﻤﻌﻠـﻥ‬
‫ﻋﻨﻬﺎ‪ ،‬ﻭﻗﺩ ﻴﺘﻡ ﺘﺭﺠﻤﺔ ﺍﻹﻋﻼﻨﺎﺕ ﺍﻝﺩﻭﻝﻴﺔ ﺇﻝﻰ ﺍﻝﻠﻐـﺎﺕ ﺍﻝﻤﺤﻠﻴـﺔ ﺤﺴـﺏ ﻝﻐـﺔ‬
‫ﺍﻝﺠﻤﻬﻭﺭ ﺍﻝﻤﺴﺘﻬﺩﻑ‪ ،‬ﻭﻗﺩ ﻴﺘﻡ ﺍﻻﺒﻘﺎﺀ ﻋﻠﻰ ﺍﻝﻠﻐﺔ ﺍﻷﺼﻠﻴﺔ ﻝﻠﺒﻠﺩ ﺍﻝﻤﺼﻨﻊ ﻝﻠﻤﻨﺘﺞ‪،‬‬
‫ﺃﻭ ﺍﻝﻤﺼﺩﺭ ﻝﻠﺨﺩﻤﺔ ﺒﻐﺽ ﺍﻝﻨﻅﺭ ﻋﻥ ﺘﻐﻴﺭ ﺍﻝﺠﻤﻬﻭﺭ ﺍﻝﻤﺨﺎﻁﺏ‪ ،‬ﻭﺫﻝﻙ ﺤﺴـﺏ‬
‫ﺘﻘﺩﻴﺭﺍﺕ ﺍﻝﻤﻌﻠﻥ‪.‬‬
‫‪Copyright © 2017.‬‬
‫‪copyright law.‬‬

‫‪-١٣٥-‬‬

‫‪EBSCO Publishing : eBook Arabic Collection Trial - printed on 4/4/2020 5:47 PM via MINISTÈRE DE L''EDUCATION‬‬
‫‪NATIONALE, DE LA FORMATION PROFESSIONNELLE‬‬
‫; ‪AN: 1945112‬‬ ‫;‪.‬‬
‫‪Account: ns063387‬‬
‫‪. All rights reserved. May not be reproduced in any form without permission from the publisher, except fair uses permitted under U.S. or applicable‬‬

‫ﻭﻗﺩ ﺃﺯﺩﺍﺩ ﺍﻨﺘﺸﺎﺭ ﺍﻹﻋﻼﻨﺎﺕ ﺍﻝﺩﻭﻝﻴﺔ ﻤﻊ ﺍﻝﺘﻁﻭﺭ ﺍﻝﻬﺎﺌل ﻝﻭﺴﺎﺌل ﺍﻹﻋـﻼﻡ‬

‫ﺍﻝﺫﻱ ﺠﻌﻠﻬﺎ ﺘﺘﺠﺎﻭﺯ ﺤﺩﻭﺩ ﺍﻝﺠﻐﺭﺍﻓﻴﺎ‪ ،‬ﻭﺘﺼل ﻓﻲ ﺯﻤﻥ ﻗﻴﺎﺴﻲ ﺇﻝـﻰ ﻤﺴـﺎﺤﺎﺕ‬
‫ﺸﺎﺴﻌﺔ ﻤﻥ ﺍﻝﻌﺎﻝﻡ‪ ،‬ﻤﻤﺎ ﻴﺴﺭ ﻝﻠﻤﻌﻠﻨﻴﻥ ﻤﺨﺎﻁﺒﺔ ﺠﻤﺎﻫﻴﺭ ﻤﺘﺭﺍﻤﻴﺔ ﺍﻷﻁﺭﺍﻑ ﻓـﻲ‬
‫ﻭﻗﺕ ﻭﺍﺤﺩ‪.‬‬
‫ﻭﻴﺘﺠﻪ ﺒﻌﺽ ﺍﻝﻤﻌﻠﻨﻴﻥ ﺍﻝﺩﻭﻝﻴﻴﻥ ﺇﻝﻰ ﺍﺴﺘﺨﺩﺍﻡ ﺃﺴﺎﻝﻴﺏ ﻭﺍﺴﺘﻤﺎﻻﺕ ﻤﺨﺘﻠﻔﺔ‬
‫ﻓﻲ ﺍﻹﻋﻼﻥ ﻤﺭﺍﻋﻴﻥ ﻓﻲ ﺫﻝﻙ ﺍﻻﻋﺘﺒـﺎﺭﺍﺕ ﺍﻻﺠﺘﻤﺎﻋﻴـﺔ ﻭﺍﻝﺩﻴﻨﻴـﺔ ﻭﺍﻝﺜﻘﺎﻓﻴـﺔ‬
‫ﻝﻠﻤﺤﺘﻤﻌﺎﺕ ﺍﻝﻤﺴﺘﻬﺩﻓﺔ‪ ،‬ﻭﺫﻝﻙ ﻝﻀﻤﺎﻥ ﻓﺎﻋﻠﻴﺔ ﺃﻜﺒﺭ ﻝﻺﻋﻼﻥ‪ ،‬ﻭﻗﺩ ﻴﺼل ﺍﻷﻤـﺭ‬
‫ﺍﺤﻴﺎﻨﹰﺎ ﺇﻝﻰ ﺍﺴﺘﺨﺩﺍﻡ ﺸﺨﺼﻴﺎﺕ ﻭﻤﺴﻤﻴﺎﺕ ﻭﺃﺯﻴﺎﺀ ﻤﺤﻠﻴﺔ‪ ،‬ﺒل ﻭﺃﺴﺘﺨﺩﺍﻡ ﺍﻝﻠﻬﺠـﺔ‬
‫ﺍﻝﻤﺤﻠﻴﺔ ﺃﻴﻀﹰﺎ ﺇﺫﺍ ﺘﺘﻁﻠﺏ ﺍﻷﻤﺭ‪.‬‬
‫ﺇﻻ ﺍﻥ ﺍﻝﻤﺘﺘﺒﻊ ﻝﻤﺎ ﻴﻨﺸﺭ ﻓﻲ ﻭﺴﺎﺌل ﺍﻹﻋﻼﻡ ﻤﻥ ﺇﻋﻼﻨﺎﺕ ﺩﻭﻝﻴﺔ ﻴﻤﻜﻥ ﺃﻥ‬
‫ﻴﺴﺠل ﻤﺠﻤﻭﻋﺔ ﻤﻥ ﺍﻝﻤﻼﺤﻅﺎﺕ ﺍﻝﺴﻠﺒﻴﺔ ﺍﻝﺘﻲ ﺘﺘﺼﻑ ﺒﻬﺎ ﺘﻠﻙ ﺍﻹﻋﻼﻨﺎﺕ‪ ،‬ﻭﺍﻝﺘﻲ‬
‫ﻴﻤﻜﻥ ﺘﺤﺩﻴﺩﻫﺎ ﻓﻲ ﺍﻷﺘﻲ‪:‬‬
‫‪ ١‬ـ ﺍﻥ ﺠل ﺍﻹﻋﻼﻨﺎﺕ ﺍﻝﺩﻭﻝﻴﺔ ﺘﻤﺜل ﺸﺭﻜﺎﺕ ﻋﺎﻝﻤﻴﺔ ﻀﺨﻤﺔ ﺫﺍﺕ ﻁﺎﺒﻊ‬
‫ﺍﺤﺘﻜﺎﺭﻱ‪ ،‬ﻭﺘﻤﻠﻙ ﻤﻥ ﺍﻻﻤﻜﺎﻨﻴﺎﺕ ﻤﺎ ﻴﺠﻌﻠﻬﺎ ﺃﻜﺜﺭ ﺸﻬﺭﺓ ﻭﺃﻨﺘﺸﺎﺭﹰﺍ ﻤﻥ ﻏﻴﺭﻫـﺎ‬
‫ﻤﻥ ﺍﻝﺸﺭﻜﺎﺕ ﺍﻝﺼﻐﻴﺭﺓ ﻭﺍﻝﻨﺎﺸﺌﺔ‪ ،‬ﺍﻝﻤﻨﺘﺸﺭﺓ ﻓﻲ ﺍﻝﻌﺎﻝﻡ ﺍﻝﺜﺎﻝﺙ‪ ،‬ﺍﻷﻤﺭ ﺍﻝﺫﻱ ﻴﺅﺜﺭ‬
‫ﺴﻠﺒﹰﺎ ﻋﻠﻰ ﺍﻝﺴﻠﻊ ﻭﺍﻝﻤﻨﺘﺠﺎﺕ ﻭﺍﻝﺨﺩﻤﺎﺕ ﺍﻝﻤﺤﻠﻴـﺔ ﺍﻝﺘـﻲ ﻻ ﺘﻤﺘﻠـﻙ ﺍﻤﻜﺎﻨﻴـﺎﺕ‬
‫ﺍﻝﻤﻨﺎﻓﺴﺔ‪ ،‬ﻭﺍﻝﺘﻲ ﺴﺘﺠﺩ ﻨﻔﺴﻬﺎ ﺒﺴﺒﺏ ﻫﺫﻩ ﺍﻝﻤﻌﺎﺩﻝﺔ ﻏﻴﺭ ﺍﻝﻤﺘﻜﺎﻓﺌﺔ ﻋـﺎﺠﺯﺓ ﻋـﻥ‬
‫ﺤﺠﺯ ﻤﺴﺎﺤﺔ ﻝﻬﺎ ﻓﻲ ﺃﺴﻭﺍﻗﻬﺎ ﺍﻝﻤﺤﻠﻴﺔ‪ ،‬ﺒﻤﻌﻨﻰ ﺃﺨﺭ ﻓﺈﻥ ﺍﻝﺴﻠﻊ ﻭﺍﻝﺨـﺩﻤﺎﺕ ﺫﺍﺕ‬
‫ﺍﻝﺸﻬﺭﺓ ﻭﺍﻝﻤﻜﺎﻨﺔ ﻭﺍﻻﻨﺘﺸﺎﺭ ﻭﺍﻝﺴﻤﻌﺔ ﺍﻝﻌﺎﻝﻤﻴﺔ ﺍﻝﺘﻲ ﺘﺴﻭﻕ ﻝﻬﺎ ﺍﻹﻋﻼﻨﺎﺕ ﺍﻝﺩﻭﻝﻴﺔ‬
‫ﺴﺘﺯﻴﺢ ﻤﻨﺘﺠﺎﺕ ﻭﺼﻨﺎﻋﺎﺕ ﻭﺨﺩﻤﺎﺕ ﺍﻝﺸﺭﻜﺎﺕ ﺍﻝﺼﻐﻴﺭﺓ ﺤﺘﻰ ﻤـﻥ ﺃﺴـﻭﺍﻗﻬﺎ‬
‫ﺍﻝﻤﺤﻠﻴﺔ‪.‬‬
‫ﻭﺒﺎﻝﻁﺒﻊ ﻓﺈﻥ ﺫﻝﻙ ﻴﺸﻜل ﺘﻬﺩﻴﺩﹰﺍ ﺤﻘﻴﻘﻴﹰﺎ ﻻﻗﺘﺼﺎﺩﻴﺎﺕ ﺒﻠﺩﺍﻥ ﺍﻝﻌﺎﻝﻡ ﺍﻝﺜﺎﻝﺙ‪.‬‬
‫‪Copyright © 2017.‬‬
‫‪copyright law.‬‬

‫‪-١٣٦-‬‬

‫‪EBSCO Publishing : eBook Arabic Collection Trial - printed on 4/4/2020 5:47 PM via MINISTÈRE DE L''EDUCATION‬‬
‫‪NATIONALE, DE LA FORMATION PROFESSIONNELLE‬‬
‫; ‪AN: 1945112‬‬ ‫;‪.‬‬
‫‪Account: ns063387‬‬
‫‪. All rights reserved. May not be reproduced in any form without permission from the publisher, except fair uses permitted under U.S. or applicable‬‬

‫‪ ٢‬ـ ﺘﻌﻜﺱ ﺍﻝﻌﺩﻴﺩ ﻤﻥ ﺍﻹﻋﻼﻨﺎﺕ ﺍﻝﺩﻭﻝﻴﺔ ﻗﻴﻤﹰﺎ ﺜﻘﺎﻓﻴﺔ ﺘﺘﻌﺎﺭﺽ ﻭﺍﻝﻘـﻴﻡ‬

‫ﺍﻝﺴﺎﺌﺩﺓ ﻓﻲ ﺍﻝﻜﺜﻴﺭ ﻤﻥ ﺍﻝﻤﺠﺘﻤﻌﺎﺕ ﺍﻝﺘﻲ ﺘﻨﺸﺭ ﻓﻴﻬﺎ‪ ،‬ﻭﺒﺎﻝﺘﺎﻝﻲ ﻓﺈﻥ ﺘﻠﻙ ﺍﻹﻋﻼﻨﺎﺕ‬
‫ﺘﻤﺜل ﺍﺨﺘﺭﺍﻗﹰﺎ ﺜﻘﺎﻓﻴﹰﺎ ﺤﻘﻴﻘﻴﹰﺎ ﻝﺘﻘﺎﻝﻴﺩ ﻭﻗﻴﻡ ﻭﻋﺎﺩﺍﺕ ﺍﻝﺸﻌﻭﺏ‪ ،‬ﺨﺎﺼﺔ ﻓﻲ ﻅل ﺤﺎﻝﺔ‬
‫ﺍﻝﺘﺩﻓﻕ ﺍﻹﻋﻼﻨﻲ ﺍﻝﻼﻤﺤﺩﻭﺩ ﻤﻥ ﺍﻝﺸﻤﺎل ﺇﻝﻰ ﺍﻝﺠﻨﻭﺏ‪ ،‬ﻓﺎﻹﻋﻼﻨﺎﺕ ﻻ ﺘﻘﺩﻡ ﺴﻠﻌﹰﺎ‬
‫ﻓﻘﻁ‪ ،‬ﻭﺍﻨﻤﺎ ﻫﻲ ﻓﻲ ﺤﻘﻴﻘﺔ ﺍﻷﻤﺭ ﺍﻓﺭﺍﺯﹰﺍ ﻝﺜﻘﺎﻓﺔ ﺍﻝﻤﺠﺘﻤﻊ ﺍﻝﻤﻨﺘﺞ ﻝﻬﺎ‪ ،‬ﻭﺍﻨﻌﻜﺎﺴـﹰﺎ‬
‫ﻻﺴﻠﻭﺏ ﺍﻝﺤﻴﺎﺓ ﺍﻝﺴﺎﺌﺩ ﻓﻴﻪ‪.‬‬
‫ﻭﻋﻠﻰ ﻀﺅ ﺫﻝﻙ ﻓﺈﻥ ﺍﻝﺨﻁﺭ ﺍﻝﺤﻘﻴﻘﻲ ﻝﻺﻋﻼﻨﺎﺕ ﺍﻝﺩﻭﻝﻴﺔ ﻴﻨﺒﺜﻕ ﻤﻥ ﻜـﻭﻥ‬
‫ﺃﻥ ﺍﻹﻋﻼﻥ ﻋﻤﻭﻤﹰﺎ ﻴﺭﺘﺒﻁ ﺒﺼﻼﺕ ﻭﺜﻴﻘﺔ ﻤﻊ ﺍﻝﻤﺠﺘﻤﻊ ﺍﻝـﺫﻱ ﻴﻔـﺭﺯﻩ)‪ ،(١٢‬ﻭﺇﺫﺍ‬
‫ﻋﻠﻤﻨﺎ ﺃﻥ ﺘﻠﻙ ﺍﻹﻋﻼﻨﺎﺕ ﺘﻨﺘﺞ ﻓﻲ ﺍﻝﻐﺎﻝﺏ ﻓﻲ ﺍﻝﺒﻠﺩﺍﻥ ﺍﻝﻐﺭﺒﻴﺔ ﻭﺒﺎﻝﺘـﺎﻝﻲ ﻓﺈﻨﻬـﺎ‬
‫ﺘﺤﻤل ﻗﻴﻤﻪ ﻭﺜﻘﺎﻓﺘﻪ ﻓﺈﻥ ﺫﻝﻙ ﻴﺅﻜﺩ ﻤﺩﻯ ﺍﻝﻬﻴﻤﻨﺔ ﻭﺍﻝﺴﻴﻁﺭﺓ ﺍﻝﻤﻨﺘﻅﺭﺓ ﻝﺘﻠﻙ ﺍﻝﺜﻘﺎﻓﺔ‬
‫ﻋﻠﻰ ﺒﻘﻴﺔ ﺍﻝﻤﺠﺘﻤﻌﺎﺕ‪.‬‬
‫‪Copyright © 2017.‬‬
‫‪copyright law.‬‬

‫‪-١٣٧-‬‬

‫‪EBSCO Publishing : eBook Arabic Collection Trial - printed on 4/4/2020 5:47 PM via MINISTÈRE DE L''EDUCATION‬‬
‫‪NATIONALE, DE LA FORMATION PROFESSIONNELLE‬‬
‫; ‪AN: 1945112‬‬ ‫;‪.‬‬
‫‪Account: ns063387‬‬
‫‪. All rights reserved. May not be reproduced in any form without permission from the publisher, except fair uses permitted under U.S. or applicable‬‬

‫ﺍﻝﻬﻭﺍﻤﺵ‬
‫‪ ١‬ـ ﻤﺴﻌﻭﺩ ﺤﺴﻴﻥ ﺍﻝﺘﺎﺌﺏ‪ ،‬ﻤﺭﺠﻊ ﺴﺎﺒﻕ‪ ،‬ﺹ‪.٤٥٥‬‬
‫* ﺍﻨﻅﺭ ﺍﻝﻤﺭﺠﻊ ﺍﻝﺴﺎﺒﻕ‪ ،‬ﺹ‪ ٤٤١‬ـ ‪.٤٤٣‬‬
‫‪ ٢‬ـ ﺍﻝﻤﺭﺠﻊ ﺍﻝﺴﺎﺒﻕ‪،‬ﺹ‪.٣٢‬‬
‫‪ ٣‬ـ ﺍﺤﻤﺩ ﺍﻝﺴﻴﺩ ﻤﺼﻁﻔﻰ‪ ،‬ﺍﺩﺍﺭﺓ ﺍﻝﺘﺴﻭﻴﻕ ـ ﻤﺩﺨل ﻤﻌﺎﺼﺭ‪ ،‬ﺍﻝﻘـﺎﻫﺭﺓ‪،١٩٩٤ ،‬‬
‫ﺹ ‪٣٦٥‬‬
‫‪ ٤‬ـ ﻤﺤﻤﺩ ﻓﺭﻴﺩ ﺍﻝﺼﺤﻥ‪ ،‬ﺍﻹﻋﻼﻥ‪ ،‬ﺍﻻﺴﻜﻨﺩﺭﻴﺔ‪ ،‬ﺍﻝﺩﺍﺭ ﺍﻝﺠﺎﻤﻌﻴﺔ‪٩٤ ،١٩٨٨ ،‬‬
‫‪ ٥‬ـ ﺜﺎﺒﺕ ﻋﺒﺩﺍﻝﺭﺤﻤﻥ ﺍﺩﺭﻴﺱ‪ ،‬ﺍﻹﻋﻼﻥ ﻭﺍﻝﻌﻼﻗﺎﺕ ﺍﻝﻌﺎﻤﺔ‪ ،‬ﺍﻝﻘﺎﻫﺭﺓ‪ ،‬ﻤﻨﻜﺘﺒﺔ ﻋـﻴﻥ‬
‫ﺸﻤﺱ‪ ،١٩٩٠ ،‬ﺹ‪٥١‬‬
‫‪ ٦‬ـ ﻨﺒﻴل ﺍﻝﺤﺴﻴﻨﻲ ﺍﻝﻨﺠﺎﺭ‪ ،‬ﺍﻹﻋﻼﻥ ﻭﺍﻝﻤﻬﺎﺭﺍﺕ ﺍﻝﺒﻴﻌﻴﺔ‪ ،‬ﺍﻝﻘﺎﻫﺭﺓ‪ ،‬ﺍﻝﺸﺭﻜﺔ ﺍﻝﻌﺭﺒﻴﺔ‬
‫ﻝﻠﻨﺸﺭ ﻭﺍﻝﺘﻭﺯﻴﻊ‪ ،‬ﺹ ‪٦٠ ،٥٩‬‬
‫‪ ٧‬ـ ﻤﺴﻌﻭﺩ ﺤﺴﻴﻥ ﺍﻝﺘﺎﺌﺏ‪ ،‬ﻤﺭﺠﻊ ﺴﺎﺒﻕ‪ ،‬ﺹ ‪٥١٦‬‬
‫‪ ٨‬ـ ﺍﻝﻤﺭﺠﻊ ﺍﻝﺴﺎﺒﻕ‪ ،‬ﺹ ‪٥١٦‬‬
‫*ﺃﻨﻅﺭ‪ :‬ﻨﺒﻴﻼﻝﺤﺴﻴﻨﻲ ﺍﻝﻨﺠﺎﺭ‪ ،‬ﺍﻹﻋﻼﻥ ﻭﺍﻝﻤﻬﺎﺭﺍﺕ ﺍﻝﺒﻴﻌﻴﺔ‪ ،‬ﻤﺭﺠﻊ ﺴﺎﺒﻕ‪ ،‬ﺹ ‪٦٠‬‬
‫ﻜﺫﻝﻙ‪ :‬ﻤﺤﻤﺩ ﻓﺭﻴﺩ ﺍﻝﺼﺤﻥ‪ ،‬ﺍﻹﻋﻼﻥ‪ ،‬ﻤﺭﺠﻊ ﺴﺎﺒﻕ‪ ،‬ﺹ ‪٩٩‬‬
‫‪ ٩‬ـ ﺒﺸﻴﺭ ﻋﺒﺎﺱ ﺍﻝﻌﻼﻕ‪ ،‬ﺍﻝﺘﺴﻭﻴﻕ ﺍﻝﺤﺩﻴﺙ‪ .‬ﻤﺒﺎﺩﺅﻩ‪ ،‬ﺍﺩﺍﺭﺘﻪ ﻭﺒﺤﻭﺜﻪ‪ ،‬ﻁـﺭﺍﺒﻠﺱ‪،‬‬
‫ﺍﻝﺩﺍﺭ ﺍﻝﺠﻤﺎﻫﻴﺭﻴﺔ ﻝﻠﻨﺸﺭ ﻭﺍﻝﺘﻭﺯﻴﻊ ﻭﺍﻹﻋﻼﻥ‪ ،‬ﺹ ‪٢٤٣‬‬
‫‪ ١٠‬ـ ﻨﺒﻴل ﺍﻝﺤﺴﻴﻨﻲ ﺍﻝﻨﺠﺎﺭ‪ ،‬ﺍﻻﺼﻭل ﺍﻝﻌﻠﻤﻴﺔ ﻝﻠﺘﺴﻭﻴﻕ ﻭﺍﻝﺒﻴﻊ ﻭﺍﻹﻋﻼﻥ‪ ،‬ﺍﻝﻘﺎﻫﺭﺓ‪،‬‬
‫ﻤﻜﺘﺒﺔ ﻋﻴﻥ ﺸﻤﺱ‪ ،١٩٩١ ،‬ﺹ ‪٣٣٤‬‬
‫‪ ١١‬ـ ﻋﺒﺩ ﺍﻝﻔﻀﻴل ﻤﺤﻤﺩ ﺍﺤﻤﺩ‪ ،‬ﺍﻹﻋﻼﻥ ﻋﻥ ﺍﻝﻤﻨﺘﺠﺎﺕ ﻭﺍﻝﺨﺩﻤﺎﺕ ﻤـﻥ ﺍﻝﻭﺠﻬـﺔ‬
‫ﺍﻝﻘﺎﻨﻭﻨﻴﺔ‪ ،‬ﺍﻝﻤﻨﺼﻭﺭﺓ‪ ،‬ﻤﻜﺘﺒﺔ ﺍﻝﺠﻼﺀ‪ ،‬ﺹ‪٣٠‬‬
‫‪ ١٢‬ـ ﺃﻨﻅﺭ‪ :‬ﺴﻴﺭﺠﻭ ﺒﺭﻭ‪ ،‬ﻓﻴﻠﻴﺏ ﺒﺭﻭﺘـﻭﻥ‪ ،‬ﺜـﻭﺭﺓ ﺍﻻﺘﺼـﺎل‪ ،‬ﺘﺭﺠﻤـﺔ ﻫﺎﻝـﺔ‬
‫ﻋﺒﺩﺍﻝﺭﺅﻭﻑ ﺭﻤﻀﺎﻥ‪ ،‬ﺍﻝﻘﺎﻫﺭﺓ‪ ،‬ﺩﺍﺭ ﺍﻝﻤﺴﺘﻘﺒل ﺍﻝﻌﺭﺒﻲ‪ ،١٩٩٣ ،‬ﺹ ‪١٠٤‬‬
‫‪Copyright © 2017.‬‬
‫‪copyright law.‬‬

‫‪-١٣٨-‬‬

‫‪EBSCO Publishing : eBook Arabic Collection Trial - printed on 4/4/2020 5:47 PM via MINISTÈRE DE L''EDUCATION‬‬
‫‪NATIONALE, DE LA FORMATION PROFESSIONNELLE‬‬
‫; ‪AN: 1945112‬‬ ‫;‪.‬‬
‫‪Account: ns063387‬‬
. All rights reserved. May not be reproduced in any form without permission from the publisher, except fair uses permitted under U.S. or applicable

‫ﺍﻝﻔﺼل ﺍﻝﺭﺍﺒﻊ‬
‫ﻭﺴﺎﺌل ﺇﺒﺭﺍﺯ ﺍﻹﻋﻼﻨﺎﺕ‬
Copyright © 2017.
copyright law.

-١٣٩-

EBSCO Publishing : eBook Arabic Collection Trial - printed on 4/4/2020 5:47 PM via MINISTÈRE DE L''EDUCATION
NATIONALE, DE LA FORMATION PROFESSIONNELLE
AN: 1945112 ; .;
Account: ns063387
‫‪. All rights reserved. May not be reproduced in any form without permission from the publisher, except fair uses permitted under U.S. or applicable‬‬

‫ﺘﻤﻬﻴﺩ‬

‫ﻨﻘﺼﺩ ﺒﻭﺴﺎﺌل ﺍﻻﺒﺭﺍﺯ ﻤﺠﻤﻭﻋﺔ ﺍﻷﺴﺎﻝﻴﺏ ﻭﺍﻝﻌﻨﺎﺼﺭ ﺍﻝﻔﻨﻴﺔ ﺍﻝﺘﻲ ﺘﺴﺘﺨﺩﻡ‬

‫ﺒﺼﺤﺒﺔ ﺍﻹﻋﻼﻨﺎﺕ‪ ،‬ﺒﻐﺭﺽ ﺸﺩ ﻭﻝﻔﺕ ﺍﻨﺘﺒﺎﻩ ﺍﻝﻤﺘﻠﻘﻲ ﻝﻺﻋﻼﻨﺎﺕ ﺍﻝﻤﻨﺸﻭﺭﺓ ﻓـﻲ‬
‫ﻭﺴﺎﺌل ﺍﻹﻋﻼﻥ ﺍﻝﻤﺨﺘﻠﻔﺔ‪ ،‬ﺒﻬﺩﻑ ﺯﻴﺎﺩﺓ ﺍﻝﺘﺄﺜﻴﺭ ﺍﻝﻤﺘﻭﻗﻊ ﻋﻠﻴﻪ‪ ،‬ﻋﻠﻰ ﺍﻋﺘﺒـﺎﺭ ﺃﻥ‬
‫ﻋﻤﻠﻴﺔ ﺍﺜﺎﺭﺓ ﺍﻻﻨﺘﺒﺎﻩ ﻫﻲ ﺍﻝﺨﻁﻭﺓ ﺍﻷﻭﻝـﻰ ﺒﺄﺘﺠـﺎﻩ ﺍﻝﺘـﺄﺜﻴﺭ ﻋﻠـﻰ ﺍﻝﺠﻤﻬـﻭﺭ‬
‫ﺍﻝﻤﺴﺘﻬﺩﻑ‪.‬‬
‫ﻭﺘﺘﻌﺩﺩ ﻭﺴﺎﺌل ﺍﻻﺒـﺭﺍﺯ ﻭﺘﺘﻨـﻭﻉ ﺍﺴـﺘﺨﺩﺍﻤﺎﺘﻬﺎ ﺒـﺎﺨﺘﻼﻑ ﻤﻀـﺎﻤﻴﻥ‬
‫ﺍﻹﻋﻼﻨﺎﺕ‪ ،‬ﻭﺘﺯﺩﺍﺩ ﺩﺭﺠﺔ ﺍﺴﺘﺨﺩﺍﻤﻬﺎ ﺒﺎﺯﺩﻴﺎﺩ ﺃﻫﻤﻴﺔ ﻤﻭﻀﻭﻉ ﺍﻹﻋﻼﻥ‪ ،‬ﻭﺍﻷﺜﺭ‬
‫ﺍﻝﻤﺭﺍﺩ ﺘﺤﻘﻴﻘﻪ‪ ،‬ﻓﻔﻲ ﺒﻌﺽ ﺍﻷﺤﻴﺎﻥ ﻴﻁﻠﺏ ﺍﻝﻤﻌﻠﻥ ﻤﻥ ﺍﻝﻭﺴﻴﻠﺔ ﺍﻝﻤﻌﻠﻨـﺔ ﺤﺠـﺯ‬
‫ﻤﺴﺎﺤﺔ ﻭﺭﻗﻴﺔ ﺃﻭ ﺯﻤﻨﻴﺔ ﺃﻜﺒﺭ‪ ،‬ﺃﻭ ﺍﺴﺘﺨﺩﺍﻡ ﺼﻭﺭ ﺃﻭ ﺭﺴﻭﻡ‪ ،‬ﺃﻭ ﻋﻨـﺎﻭﻴﻥ ﺫﺍﺕ‬
‫ﺍﺤﺠﺎﻡ ﻜﺒﻴﺭﺓ‪ ،‬ﺃﻭ ﺍﺨﺘﻴﺎﺭ ﻤﻭﺍﻗﻊ ﻤﻌﻴﻨﺔ‪ ،‬ﻭ ﻤﺎ ﺇﻝﻰ ﺫﻝﻙ ﻤﻥ ﺃﺴـﺎﻝﻴﺏ ﻭﻭﺴـﺎﺌل‬
‫ﺘﺴﺎﻋﺩ ﻓﻲ ﺘﺤﻘﻴﻕ ﺃﻫﺩﺍﻑ ﺍﻝﺭﺴﺎﻝﺔ ﺍﻹﻋﻼﻨﻴﺔ‪ ،‬ﻭﺒﺎﻝﻁﺒﻊ ﻓﺈﻥ ﻜل ﺫﻝﻙ ﻴﻜﻠﻑ ﺍﻝﻤﻌﻠﻥ‬
‫ﻤﺒﺎﻝﻎ ﺇﻀﺎﻓﻴﺔ ﻴﺴﺘﺤﻘﻬﺎ ﻤﻭﻀﻭﻉ ﺍﻹﻋﻼﻥ‪.‬‬
‫ﻭﻴﺭﺘﺒﻁ ﺯﻴﺎﺩﺓ ﺍﺴﺘﺨﺩﺍﻡ ﻭﺴﺎﺌل ﺍﻻﺒﺭﺍﺯ ﺒﻌﺎﻤﻠﻴﻥ ﺭﺌﻴﺴﻴﻴﻥ‪ ،‬ﺃﻭﻝﻬﻤﺎ‪ :‬ﻗـﻭﺓ‬
‫ﻭﻤﻜﺎﻨﺔ ﺍﻝﺠﻬﺔ ﺍﻝﻤﻌﻠﻨﺔ‪ ،‬ﻭﺜﺎﻨﻴﻬﻤﺎ ﻨﻭﻉ ﺍﻝﺴﻠﻌﺔ ﺃﻭ ﺍﻝﺨﺩﻤﺔ ﺍﻝﻤﻌﻠﻥ ﻋﻨﻬﺎ‪.‬‬
‫ﻓﻔﻴﻤﺎ ﻴﺨﺹ ﺍﻝﻌﺎﻤل ﺍﻷﻭل ﻓﺈﻥ ﻤﻜﺎﻨﺔ ﺍﻝﺸﺭﻜﺔ ﺃﻭ ﺍﻝﻤﺅﺴﺴﺔ ﺍﻝﻤﻌﻠﻨﺔ ﻓـﻲ‬
‫ﺍﻝﺴﻭﻕ‪ ،‬ﻭﺤﺠﻡ ﻨﺸﺎﻁﻬﺎ‪ ،‬ﻭﺇﻤﻜﺎﻨﻴﺎﺘﻬﺎ ﺍﻝﻤﺎﻝﻴﺔ‪ ،‬ﺘﻠﻌـﺏ ﺩﻭﺭﹰﺍ ﻤﻬﻤـﹰﺎ ﻓـﻲ ﺯﻴـﺎﺩﺓ‬
‫ﺍﺴﺘﺨﺩﺍﻡ ﻭﺴﺎﺌل ﺍﻻﺒﺭﺍﺯ‪ ،‬ﺤﻴﺙ ﻴﺤﺘﺎﺝ ﻫﺫﺍ ﺍﻻﺴﺘﺨﺩﺍﻡ ﻝﻨﻔﻘﺎﺕ ﺍﻀﺎﻓﻴﺔ ﻤﻤﺎ ﻴﺭﻓﻊ‬
‫ﻤﻥ ﺤﺠﻡ ﺘﻜﻠﻔﺔ ﺍﻹﻋﻼﻥ‪ ،‬ﻭﻫﻭ ﻤﺎ ﻴﻌﺠﺯ ﻋﻨﻪ ﺍﺤﻴﺎﻨﺎ ﺼﻐﺎﺭ ﺍﻝﻤﻌﻠﻨﻴﻥ‪.‬‬
‫ﺃﻤﺎ ﻓﻴﻤﺎ ﻴﺘﻌﻠﻕ ﺒﺎﻝﻌﺎﻤل ﺍﻝﺨﺎﺹ ﺒﻨﻭﻉ ﺍﻝﺴﻠﻌﺔ ﺃﻭ ﺍﻝﺨﺩﻤﺔ ﺍﻝﻤﻌﻠﻥ ﻋﻨﻬﺎ‪ ،‬ﻓﺈﻥ‬
‫ﺒﻌﺽ ﺍﻝﺴﻠﻊ ﻭﺍﻝﺨﺩﻤﺎﺕ ﺘﺤﺘﺎﺝ ﺇﻝﻰ ﺍﺴﺘﺨﺩﻤﺎﺕ ﻤﻜﺜﻔﺔ ﻝﻭﺴﺎﺌل ﺍﻻﺒﺭﺍﺯ‪ ،‬ﻓﻤﻨﻬﺎ ﻤﺎ‬
‫‪Copyright © 2017.‬‬
‫‪copyright law.‬‬

‫‪-١٤٠-‬‬

‫‪EBSCO Publishing : eBook Arabic Collection Trial - printed on 4/4/2020 5:47 PM via MINISTÈRE DE L''EDUCATION‬‬
‫‪NATIONALE, DE LA FORMATION PROFESSIONNELLE‬‬
‫; ‪AN: 1945112‬‬ ‫;‪.‬‬
‫‪Account: ns063387‬‬
. All rights reserved. May not be reproduced in any form without permission from the publisher, except fair uses permitted under U.S. or applicable

‫ ﻝﺯﻴـﺎﺩﺓ‬،‫ ﺃﻭ ﺭﺴﻭﻡ‬،‫ ﺃﻭ ﺼﻭﺭ‬،‫ ﺃﻭ ﺍﺴﺘﺨﺩﺍﻡ ﺍﻝﻭﺍﻥ‬،‫ﻴﺘﻁﻠﺏ ﺤﺠﺯ ﻤﺴﺎﺤﺎﺕ ﺃﻜﺒﺭ‬

،‫ ﺨﺎﺼﺔ ﻋﻨﺩﻤﺎ ﺘﻜﻭﻥ ﺍﻝﺴﻠﻌﺔ ﺍﻝﺠﺩﻴﺩﺓ ﻏﻴﺭ ﻤﻌﺭﻭﻓﺔ ﻤﻥ ﻗﺒل‬،‫ﺍﻝﺸﺭﺡ ﻭﺍﻝﺘﻭﻀﻴﺢ‬
.‫ ﺃﻭ ﺘﺘﻁﻠﺏ ﺠﻬﻭﺩ ﺍﻀﺎﻓﻴﺔ ﻝﻼﻗﻨﺎﻉ‬،‫ ﺃﻭ ﻤﺭﺘﻔﻌﺔ ﺍﻝﺴﻌﺭ‬،‫ﺃﻭ ﻤﻌﻘﺩﺓ ﺍﻻﺴﺘﻌﻤﺎل‬
.‫ﻭﻨﺘﻨﺎﻭل ﻓﻲ ﺍﻝﻤﺒﺎﺤﺙ ﺍﻝﺘﺎﻝﻴﺔ ﻭﺴﺎﺌل ﺍﻻﺒﺭﺍﺯ ﺒﺸﻲﺀ ﻤﻥ ﺍﻝﺘﻔﺼﻴل‬
Copyright © 2017.
copyright law.

-١٤١-

EBSCO Publishing : eBook Arabic Collection Trial - printed on 4/4/2020 5:47 PM via MINISTÈRE DE L''EDUCATION
NATIONALE, DE LA FORMATION PROFESSIONNELLE
AN: 1945112 ; .;
Account: ns063387
‫‪. All rights reserved. May not be reproduced in any form without permission from the publisher, except fair uses permitted under U.S. or applicable‬‬

‫ﺍﻝﺼﻭﺭ ﻭﺍﻝﺭﺴﻭﻡ‬

‫ﺘﻌﺩ ﺍﻝﺼﻭﺭ ﻤﻥ ﺒﻴﻥ ﺃﻫﻡ ﻭﺴﺎﺌل ﺍﻻﺒﺭﺍﺯ ﺍﻝﺘﻲ ﺘﺴﺘﺨﺩﻤﻬﺎ ﻤﺨﺘﻠﻑ ﺍﻝﻭﺴﺎﺌل‬
‫ﺍﻹﻋﻼﻨﻴﺔ‪ ،‬ﻜﻤﺎ ﺍﻨﻬﺎ ﺍﻷﻜﺜﺭ ﺍﺴﺘﺨﺩﺍﻤﺎ ﺨﺎﺼﺔ ﻓﻲ ﺇﻋﻼﻨﺎﺕ ﺍﻝﺘﻠﻔﺯﻴﻭﻥ‪ ،‬ﻭﺇﻋﻼﻨﺎﺕ‬
‫ﺍﻝﻁﺭﻕ‪ ،‬ﻭﺇﻋﻼﻨﺎﺕ ﺍﻝﻤﺠﻼﺕ‪ ،‬ﺤﻴﺙ ﺘﻌﺘﺒﺭ ﺍﻝﺼﻭﺭ ﻭﺴﻴﻠﺔ ﺍﻴﻀﺎﺤﻴﺔ ﻋﻠﻰ ﻗـﺩﺭ‬
‫ﻜﺒﻴﺭ ﻤﻥ ﺍﻷﻫﻤﻴﺔ‪ ،‬ﻓﻬﻲ ﺘﻀﻔﻲ ﺤﺎﻝﺔ ﻤﻥ ﺍﻝﻭﺍﻗﻌﻴﺔ‪ ،‬ﻜﻤﺎ ﺃﻨﻬﺎ ﻭﺴﻴﻠﺔ ﻓﻌﺎﻝـﺔ ﻓـﻲ‬
‫ﺠﺫﺏ ﺍﻨﺘﺒﺎﻩ ﺍﻝﻤﺘﻠﻘﻲ‪.‬‬
‫ﻭﻗﺩ ﺍﻅﻬﺭﺕ ﺍﻝﻌﺩﻴﺩ ﻤﻥ ﺍﻝﺩﺭﺍﺴﺎﺕ ﺍﻝﻤﺘﻌﻠﻘﺔ ﺒﺎﻝﻨﻭﺍﺤﻲ ﺍﻝﻨﻔﺴﻴﺔ ﻝﻺﻋﻼﻥ ﺍﻥ‬
‫ﺍﻝﺼﻭﺭ ﻭﺍﻝﺭﺴﻭﻡ ﻤﻥ ﺍﻝﻌﻨﺎﺼﺭ ﺍﻝﺭﺌﻴﺴﻴﺔ ﺍﻝﺘﻲ ﺘﺅﺜﺭ ﺒﺸﻜل ﻜﺒﻴﺭ ﻓﻲ ﺠﺫﺏ ﺍﻨﺘﺒﺎﻩ‬
‫ﺍﻝﻤﺘﻠﻘﻲ‪ ،‬ﻭﺍﺜﺎﺭﺓ ﺍﻨﺘﺒﺎﻫﻪ ﺘﺠﺎﻩ ﺍﻹﻋﻼﻥ)‪.(١‬‬
‫ﻭﺘﻔﻴﺩ ﺍﻝﺼﻭﺭ ﻜﺜﻴﺭﺍ ﻓﻲ ﺍﻹﻋﻼﻨﺎﺕ ﺍﻝﺩﻭﻝﻴﺔ‪ ،‬ﺤﻴﺙ ﺘﻌﺠﺯ ﺍﺤﻴﺎﻨﺎ ﺍﻝﻜﻠﻤـﺎﺕ‬
‫ﻋﻥ ﺍﻴﺼﺎل ﺍﻝﻤﻌﻨﻰ ﺍﻝﻤﻁﻠﻭﺏ‪ ،‬ﺒﺴﺒﺏ ﺤﺎﺠﺯ ﺍﻝﻠﻐﺔ‪ ،‬ﻓﺘﺘﻭﻝﻰ ﺍﻝﺼﻭﺭﺓ ﻓـﻲ ﻫـﺫﻩ‬
‫ﺍﻝﺤﺎﻝﺔ ﺍﻴﺼﺎل ﺍﻝﺭﺴﺎﻝﺔ ﺍﻝﻤﺭﺍﺩ ﺍﻴﺼﺎﻝﻬﺎ ﻝﻠﻤﺘﻠﻘﻲ‪ ،‬ﻓﺘﻌﺎﺒﻴﺭ ﺍﻝﺼﻭﺭﺓ ﻏﺎﻝﺒﺎ ﻤﺎﺘﻜﻭﻥ‬
‫ﻫﻲ ﺫﺍﺘﻬﺎ ﻝﺩﻯ ﻤﺨﺘﻠﻑ ﺍﻝﺸﻌﻭﺏ ﻭﺍﻝﻤﺠﺘﻤﻌﺎﺕ‪ ،‬ﺨﺎﺼﺔ ﻓﻴﻤـﺎ ﻴﺘﻌﻠـﻕ ﺒـﺎﻝﻔﺭﺡ‬
‫ﺃﻭﺍﻝﺤﺯﻥ ﺃﻭﺍﻝﺴﻌﺎﺩﺓ ﺃﻭﺍﻝﺩﻫﺸﺔ‪ ..‬ﺃﻭ ﻏﻴﺭﻫﺎ ﻤﻥ ﺍﻝﻤﺸﺎﻋﺭ ﺍﻝﺘﻲ ﺘﻘـﻭﻡ ﺍﻝﺼـﻭﺭﺓ‬
‫ﺒﺘﺠﺴﻴﺩﻫﺎ ﻭﻨﻘﻠﻬﺎ ﻝﻠﻤﺘﻠﻘﻲ‪.‬‬
‫ﻭﻫﻨﺎﻙ ﺍﻝﻌﺩﻴﺩ ﻤﻥ ﺍﻝﺩﻻﺌل ﺍﻝﺘﻲ ﺘﺅﻜﺩ ﻭﺠﻭﺩ ﺍﺸﺎﺭﺍﺕ ﻤﺸﺘﺭﻜﺔ ﺒﻴﻥ ﺍﻝﺜﻘﺎﻓﺎﺕ‬
‫ﺍﻝﻤﺨﺘﻠﻔﺔ‪ ،‬ﻭﻴﻌﺘﻤﺩ ﺒﻌﺽ ﻫﺫﻩ ﺍﻻﺸﺎﺭﺍﺕ ﻋﻠﻰ ﺃﺴﺎﺱ ﺒﻴﻭﻝﻭﺠﻲ ﻜﺘﻌﺒﻴﺭﺍﺕ ﺍﻝﻭﺠﻪ‬
‫ﻋﻥ ﺍﻻﻨﻔﻌﺎﻻﺕ‪ ،‬ﻭﻴﻤﻜﻥ ﺍﺴﺘﻌﻤﺎل ﻤﻴﺯﺓ ﺍﻝﺼﻭﺭﺓ ﻭﺍﻝﺭﺴﻭﻡ ﻓﻲ ﺩﻗﺔ ﺍﻝﺘﻌﺒﻴﺭ ﻋـﻥ‬
‫ﺍﻻﻨﻔﻌﺎﻻﺕ ﺍﻝﻤﺨﺘﻠﻔﺔ ﻓﻲ ﻤﺠﺎل ﺍﻹﻋﻼﻥ ـ ﻭﺨﺎﺼﺔ ﺍﻝﺘﻲ ﺘﺤﺩﺙ ﻓﻲ ﺍﻝﻭﺠـﻪ ـ‬
‫‪Copyright © 2017.‬‬
‫‪copyright law.‬‬

‫‪-١٤٢-‬‬

‫‪EBSCO Publishing : eBook Arabic Collection Trial - printed on 4/4/2020 5:47 PM via MINISTÈRE DE L''EDUCATION‬‬
‫‪NATIONALE, DE LA FORMATION PROFESSIONNELLE‬‬
‫; ‪AN: 1945112‬‬ ‫;‪.‬‬
‫‪Account: ns063387‬‬
‫‪. All rights reserved. May not be reproduced in any form without permission from the publisher, except fair uses permitted under U.S. or applicable‬‬

‫ﺒﺄﻥ ﻴﺤﺘﻭﻱ ﺍﻹﻋﻼﻥ ﻋﻠﻰ ﺼﻭﺭ ﺘﺘﻀﻤﻥ ﺸﺨﺼﻴﺎﺕ ﺘﺸﻌﺭ ﺒﺎﻝﻔﺭﺡ ﻭﺍﻝﺴـﻌﺎﺩﺓ‬
‫ﻨﺘﻴﺠﺔ ﺍﺴﺘﺨﺩﺍﻡ ﺍﻝﺴﻠﻌﺔ‪ ،‬ﺃﻭ ﺍﻝﺤﺯﻥ ﻭﺍﻝﺨﻭﻑ ﻤﻥ ﻨﺘﺎﺌﺞ ﻋﺩﻡ ﺍﺴﺘﺨﺩﺍﻤﻬﺎ)‪.(٢‬‬
‫ﻼ ﻋﻠﻰ ﺍﻝﻤﺘﻠﻘﻲ‪ ،‬ﻗـﺩ ﻴﺼـل‬
‫ﻭﻴﺅﻜﺩ ﻜل ﺫﻝﻙ ﺍﻥ ﻝﻠﺼﻭﺭ ﺘﺄﺜﻴﺭﺍ ﻨﻔﺴﻴﹰﺎ ﻫﺎﺌ ﹰ‬
‫ﻤﺩﺍﻩ ﺇﻝﻰ ﻋﺩﻡ ﻗﺩﺭﺘﻪ ﻋﻠﻰ ﺘﺠﺎﻫﻠﻬﺎ‪ ،‬ﺒل ﻭﺠﻌﻠﻪ ﻴﺘﻭﺠﻪ ﺒﺒﺼـﺭﻩ ﻤﺒﺎﺸـﺭﺓ ﺇﻝـﻰ‬
‫ﻼ‪.‬‬
‫ﺍﻹﻋﻼﻥ ﻤﻥ ﺒﻴﻥ ﻜل ﺍﻝﻤﻭﺍﺩ ﺍﻝﺘﺤﺭﻴﺭﻴﺔ ﺍﻷﺨﺭﻯ‪ ،‬ﻓﻲ ﺍﻝﺼﺤﻴﻔﺔ ﻤﺜ ﹰ‬
‫ﻭﻓﻲ ﺇﻋﻼﻨﺎﺕ ﺍﻝﻁﺭﻕ ﺨﺎﺼﺔ ﻓﻲ ﺍﻝﻤﺩﻥ ﺍﻝﻜﺒﻴﺭﺓ ﻭﺍﻝﻤﺯﺩﺤﻤﺔ ﻴـﺯﺩﺍﺩ ﺩﻭﺭ‬
‫ﺍﻝﺼﻭﺭ ﻭﻀﻭﺤﺎﹰ‪ ،‬ﺤﻴﺙ ﻤﻥ ﺒﻴﻥ ﻋﺸﺭﺍﺕ ﺍﻹﻋﻼﻨﺎﺕ ﺍﻝﻤﻌﻠﻘﺔ ﺘﻠﻘﻰ ﺍﻹﻋﻼﻨـﺎﺕ‬
‫ﺍﻝﻤﺼﻭﺭﺓ ﺍﻨﺘﺒﺎﻫﹰﺎ ﺃﻜﺒﺭ ﻤﻥ ﻏﻴﺭﻫﺎ‪ ،‬ﺒﻐﺽ ﺍﻝﻨﻅﺭ ﻋـﻥ ﻤﻭﻀـﻭﻉ ﺍﻹﻋـﻼﻥ‪،‬‬
‫ﻓﺎﻝﺤﺎﺠﺔ ﺇﻝﻰ ﺸﺩ ﺍﻨﺘﺒﺎﻩ ﻤﺴﺘﺨﺩﻤﻲ ﻭﺴﺎﺌل ﺍﻝﻨﻘل ﻭﺍﻝﻤﺸﺎﺓ ﻓﻲ ﻫﺫﻩ ﺍﻝﻨﻭﻋﻴـﺔ ﻤـﻥ‬
‫ﺍﻹﻋﻼﻨﺎﺕ ﺘﺤﺘﺎﺝ ﺇﻝﻰ ﻤﻬﺎﺭﺓ ﻋﺎﻝﻴﺔ ﻓﻲ ﺃﺴﺘﺨﺩﺍﻡ ﺍﻝﻤﺜﻴﺭﺍﺕ ﺍﻝﻤﺨﺘﻠﻔﺔ ﺍﻝﺘـﻲ ﻤـﻥ‬
‫ﺒﻴﻨﻬﺎ ﺍﻝﺼﻭﺭ ﻭﺍﻝﺭﺴﻭﻡ‪ ،‬ﺍﻝﺘﻲ ﺒﺩﻭﻨﻬﺎ ﻗﺩ ﻴﻀﻴﻊ ﺍﻹﻋﻼﻥ ﻓﻲ ﻭﺴـﻁ ﺍﻹﻋﻼﻨـﺎﺕ‬
‫ﺍﻷﺨﺭﻯ ﺍﻝﻤﺯﺍﺤﻤﺔ ﻝﻪ‪ ،‬ﻭﻗﺩ ﻋﺒﺭ ﺍﻝﻔﻴﻠﺴﻭﻑ ﺍﻝﺼﻴﻨﻲ ﻜﻭﻨﻔﺸﻴﻭﺱ ﻗﺩﻴﻤﹰﺎ ﻋﻥ ﺫﻝﻙ‬
‫ﻋﻨﺩﻤﺎ ﻗﺎل " ﺍﻝﺼﻭﺭﺓ ﺨﻴﺭ ﻤﻥ ﺃﻝﻑ ﻜﻠﻤﺔ"‪.‬‬
‫ﻭﺘﺘﻌﺩﺩ ﺃﻨﻭﺍﻉ ﺍﻝﺼﻭﺭ ﻭﺍﻝﺭﺴﻭﻡ ﺒﺘﻌﺩﺩ ﺃﺴﺘﺨﺩﺍﻤﺎﺘﻬﺎ ﻭﻤﻭﻀـﻭﻋﺎﺘﻪ ﻓـﻲ‬
‫ﺍﻹﻋﻼﻥ‪ ،‬ﻭﺫﻝﻙ ﻜﺎﻝﺘﺎﻝﻲ‪:‬‬

‫ﺃ ‪ :‬ﺼﻭﺭ ﻭﺭﺴﻭﻡ ﺍﻻﺸﺨﺎﺹ‪:‬‬

‫ﺘﺘﻁﻠﺏ ﺒﻌﺽ ﺍﻹﻋﻼﻨﺎﺕ ﺃﺴﺘﺨﺩﺍﻡ ﺼﻭﺭ ﺸﺨﺼﻴﺎﺕ ﻤﻌﻴﻨﺔ ﻴﺭﻯ ﺍﻝﻤﻌﻠـﻥ‬
‫ﺃﻨﻬﺎ ﺸﺨﺼﻴﺎﺕ ﻤﺤﺒﻭﺒﺔ‪ ،‬ﻭﺘﺘﻤﺘﻊ ﺒﺸﻌﺒﻴﺔ ﻋﺎﻝﻴﺔ‪ ،‬ﻭﺸﻬﺭﺓ ﻭﺍﺴﻌﺔ‪ ،‬ﻭﻤﻜﺎﻨﺔ ﻤﺘﻤﻴﺯﺓ‪،‬‬
‫ﺒﻴﻥ ﺍﻝﺠﻤﻬﻭﺭ ﺍﻝﻤﺴﺘﻬﺩﻑ‪ ،‬ﻤﻤﺎ ﻴﺠﻌﻠﻬﺎ ﺫﺍﺕ ﻨﻔﻭﺫ ﻭﻗﺩﺭﺓ ﻜﺒﻴﺭﺓ ﻋﻠـﻰ ﺍﻝﺘـﺄﺜﻴﺭ‪،‬‬
‫ﻭﻤﻥ ﺒﻴﻥ ﺍﻝﺸﺨﺼﻴﺎﺕ ﺍﻝﺘﻲ ﻴﻜﺜﺭ ﺃﺴﺘﺨﺩﺍﻤﻬﺎ ﻓﻲ ﺍﻹﻋﻼﻨﺎﺕ‪:‬‬
‫‪ ١‬ـ ﻜﺒﺎﺭ ﺍﻝﻤﻤﺜﻠﻴﻥ‪ ،‬ﻭﻨﺠﻭﻡ ﺍﻝﺴﻨﻤﺎ‪.‬‬
‫‪Copyright © 2017.‬‬
‫‪copyright law.‬‬

‫‪-١٤٣-‬‬

‫‪EBSCO Publishing : eBook Arabic Collection Trial - printed on 4/4/2020 5:47 PM via MINISTÈRE DE L''EDUCATION‬‬
‫‪NATIONALE, DE LA FORMATION PROFESSIONNELLE‬‬
‫; ‪AN: 1945112‬‬ ‫;‪.‬‬
‫‪Account: ns063387‬‬
‫‪. All rights reserved. May not be reproduced in any form without permission from the publisher, except fair uses permitted under U.S. or applicable‬‬

‫‪ ٢‬ـ ﻨﺠﻭﻡ ﺍﻝﻁﺭﺏ ﻭﺍﻝﻐﻨﺎﺀ‪.‬‬

‫‪ ٣‬ـ ﺍﻝﺭﻴﺎﻀﻴﻭﻥ ﻭﺍﻝﻼﻋﺒﻭﻥ ﺍﻝﻤﺸﻬﻭﺭﻴﻥ‪.‬‬
‫‪ ٤‬ـ ﺒﻌﺽ ﺭﺠﺎل ﺍﻝﺴﻴﺎﺴﺔ‪ ،‬ﻭﺍﻝﻤﺫﻴﻌﻭﻥ ﺍﻝﻼﻤﻌﻴﻥ‪.‬‬
‫‪ ٥‬ـ ﺍﻝﺸﺨﺼﻴﺎﺕ ﺍﻝﻌﺎﻤﺔ ﻓﻲ ﺍﻝﻤﺠﺘﻤﻊ ﺍﻝﺘﻲ ﺘﺘﻤﺘﻊ ﺒﺘﻘﺩﻴﺭ ﻭﺃﺤﺘﺭﺍﻡ ﻋـﺎل‬
‫ﺒﺴﺒﺏ ﻤﺎ ﺘﻘﺩﻤﻪ ﻤﻥ ﺨﺩﻤﺎﺕ ﺍﺠﺘﻤﺎﻋﻴﺔ ﻭﺍﻨﺴﺎﻨﻴﺔ ﺠﻠﻴﻠﺔ‪.‬‬
‫ﺤﻴﺙ ﻴﻭﻝﻊ ﺍﻝﻜﺜﻴﺭ ﻤﻥ ﺍﻝﻨﺎﺱ ﺒﺘﻘﻠﻴﺩ ﺍﻝﺸﺨﺼﻴﺎﺕ ﺍﻝﻤﺸﻬﻭﺭﺓﻭﺍﻝﻼﻤﻌﺔ‪ ،‬ﺴﻭﺍﺀ‬
‫ﻓﻴﻤﺎ ﻴﺭﺘﺩﻭﻨﻪ ﻤﻥ ﻤﻼﺒﺱ‪ ،‬ﺃﻭ ﺭﺒﻁﺎﺕ ﻋﻨﻕ‪ ،‬ﺃﻭ ﻤﺎ ﻴﺴﺘﺨﺩﻤﻭﻨﻪ ﻤﻥ ﻋﻁـﻭﺭ‪ ،‬ﺃﻭ‬
‫ﺴﻴﺎﺭﺍﺕ‪ ،‬ﺃﻭ ﻤﺎ ﻴﺭﺘﺎﺩﻭﻨﻪ ﻤﻥ ﺃﻤﺎﻜﻥ ﺴﻴﺎﺤﻴﺔ‪ ،‬ﻜﺎﻝﻔﻨـﺎﺩﻕ ﻭﺍﻝﻤﻁـﺎﻋﻡ ﻭﺍﻝﻘـﺭﻯ‬
‫ﺍﻝﺴﻴﺎﺤﻴﺔ‪ ،‬ﻭﻤﺎ ﺇﻝﻰ ﺫﻝﻙ‪ ،‬ﺃﻭ ﺃﻨﻭﺍﻉ ﺍﻝﺴﺠﺎﺌﺭ ﺍﻝﺘﻲ ﻴﺩﺨﻨﻭﻨﻬﺎ‪.‬‬
‫ﻭﻴﺭﻯ ﺍﻝﻤﺘﺨﺼﺼﻭﻥ ﺃﻥ ﺼﻭﺭ ﺍﻷﺸﺨﺎﺹ ﺃﺸﺩ ﺠﺎﺫﺒﻴـﺔ ﻤـﻥ ﺼـﻭﺭ‬
‫ﺍﻷﺸﻴﺎﺀ‪ ،‬ﻭﻓﻲ ﻫﺫﺍ ﺍﻻﻁﺎﺭ ﺘﺄﺘﻲ ﺼﻭﺭ ﺍﻷﻁﻔﺎل ﻓﻲ ﺍﻝﻤﺭﺘﺒﺔ ﺍﻷﻭﻝﻰ‪ ،‬ﺜﻡ ﺼـﻭﺭ‬
‫ﺍﻝﻔﺘﻴﺎﺕ ﺍﻝﺠﻤﻴﻼﺕ‪ ،‬ﺘﻠﻴﻬﻤﺎ ﺼﻭﺭ ﺍﻝﻁﻴﻭﺭ ﺃﻭ ﺍﻝﺤﻴﻭﺍﻨﺎﺕ‪ ،‬ﻭﺒﻌﺩﻫﺎ ﺼﻭﺭ ﺍﻷﺴﻤﺎﻙ‬
‫ﻓﻲ ﺍﻝﻤﺭﺘﺒﺔ ﺍﻝﺭﺍﺒﻐﺔ‪ ،‬ﻭﺘﺤﺘل ﺍﻝﻤﺭﺘﺒﺔ ﺍﻝﺨﺎﻤﺴﺔ ﺼﻭﺭ ﺍﻝﻁﺒﻴﻌﺔ ﻭﻤﺎ ﺸﺎﺒﻪ)‪.(٣‬‬
‫ﻭﻻ ﻴﺸﺘﺭﻁ ﺒﺎﻝﻀﺭﻭﺭﺓ ﺃﻥ ﺘﻜﻭﻥ ﺩﺍﺌﻤﹰﺎ ﺍﻝﺸﺨﺼـﻴﺎﺕ ﺍﻝﻤﺴـﺘﺨﺩﻤﺔ ﻓـﻲ‬
‫ﺍﻹﻋﻼﻨﺎﺕ ﻤﺸﻬﻭﺭﺓ‪ ،‬ﺃﻭ ﺤﺘﻰ ﻤﻌﺭﻭﻓﺔ ﻝﻠﻤﺘﻠﻘﻲ‪ ،‬ﻓﻘﺩ ﺘﻅﻬﺭ ﻓﻲ ﺍﻹﻋﻼﻨﺎﺕ ﺃﺤﻴﺎﻨﹰﺎ‬
‫ﺼﻭﺭ ﺸﺨﺼﻴﺎﺕ ﻋﺎﺩﻴﺔ ﻭﻏﻴﺭ ﻤﻌﺭﻭﻓﺔ‪ ،‬ﻭﻻ ﺘﺘﻤﺘﻊ ﺒﺄﻱ ﺸﻬﺭﺓ ﺃﻭ ﻨﻔﻭﺫ‪ ،‬ﻭﻓـﻲ‬
‫ﻫﺫﻩ ﺍﻝﺤﺎﻝﺔ ﻻ ﺘﻜﻭﻥ ﺍﻝﺼﻭﺭ ﻫﻲ ﻤﺤﻭﺭ ﺍﻝﺭﺴﺎﻝﺔ ﺍﻹﻋﻼﻨﻴﺔ‪ ،‬ﻝﻜﻨﻬﺎ ﻓﻘﻁ ﻤﻜﻤﻠـﺔ‬
‫ﻝﻬﺎ‪ ،‬ﻓﻘﺩ ﻴﺴﺘﺨﺩﻡ ﺍﻻﻁﻔﺎل ﻝﺘﺭﻭﻴﺞ ﺒﻌﺽ ﺍﻝﺴﻠﻊ ﺍﻝﺨﺎﺼﺔ ﺒﻬﺫﻩ ﺍﻝﺸﺭﻴﺤﺔ‪ ،‬ﻜﺎﻷﻏﺫﻴﺔ‬
‫ﻤﺜﻼﹰ‪ ،‬ﻜﻤﺎ ﻗﺩ ﺘﺴﺘﺨﺩﻡ ﺼﻭﺭ ﻝﺸﺨﺼﻴﺎﺕ ﺭﺠﺎﻝﻴﺔ ﻭﻨﺴﺎﺌﻴﺔ ﺒﻬﺩﻑ ﺨﻠﻕ ﺤﻭﺍﺭ‪ ،‬ﺃﻭ‬
‫ﺸﺭﺡ ﻜﻴﻔﻴﺔ ﺃﺴﺘﺨﺩﺍﻡ ﺍﻝﺴﻠﻌﺔ‪ ،‬ﺃﻭ ﻝﺯﻴﺎﺩﺓ ﺍﻝﺘﻭﻀﻴﺢ‪ ،‬ﻭﺃﻅﻬﺎﺭ ﺍﻝﺘﺄﺜﻴﺭﺍﺕ ﺍﻝﻨﺎﺠﻤـﺔ‬
‫ﻋﻥ ﺃﺴﺘﻌﻤﺎل ﺃﻭ ﻋﺩﻡ ﺃﺴﺘﻌﻤﺎل ﺍﻝﻤﻨﺘﺞ ﺍﻝﻤﻌﻠﻥ ﻋﻨﻪ‪ ،‬ﻜﻤﺎ ﺘﺴﺘﺨﺩﻡ ﺍﻝﺼﻭﺭ ﺍﻝﻨﺴﺎﺌﻴﺔ‬
‫ﻓﻲ ﻜﺜﻴﺭ ﻤﻥ ﺍﻻﺤﻴﺎﻥ ﻝﻐﺭﺽ ﺍﻻﺜﺎﺭﺓ ﻭﺯﻴﺎﺩﺓ ﻝﻔﺕ ﺍﻻﻨﺘﺒﺎﻩ‪.‬‬
‫‪Copyright © 2017.‬‬
‫‪copyright law.‬‬

‫‪-١٤٤-‬‬

‫‪EBSCO Publishing : eBook Arabic Collection Trial - printed on 4/4/2020 5:47 PM via MINISTÈRE DE L''EDUCATION‬‬
‫‪NATIONALE, DE LA FORMATION PROFESSIONNELLE‬‬
‫; ‪AN: 1945112‬‬ ‫;‪.‬‬
‫‪Account: ns063387‬‬
‫‪. All rights reserved. May not be reproduced in any form without permission from the publisher, except fair uses permitted under U.S. or applicable‬‬

‫ﺏ ـ ﺼﻭﺭ ﻭﺭﺴﻭﻡ ﺍﻝﺴﻠﻌﺔ ﺃﻭ ﺍﻝﺨﺩﻤﺔ ﺍﻝﻤﻌﻠﻥ ﻋﻨﻬﺎ ‪:‬‬

‫ﺘﺘﻁﻠﺏ ﺍﻝﻌﺩﻴﺩ ﻤﻥ ﺇﻋﻼﻨﺎﺕ ﺍﻝﺴﻠﻊ ﻭﺍﻝﺨﺩﻤﺎﺕ ﻨﺸـﺭ ﺼـﻭﺭ ﺃﻭ ﺭﺴـﻭﻡ‬
‫ﻝﻠﻤﻨﺘﺞ‪ ،‬ﺃﻭ ﺍﻝﺨﺩﻤﺔ ﺍﻝﻤﻌﻠﻥ ﻋﻨﻬﺎ‪ ،‬ﻭﺫﻝﻙ ﺯﻴﺎﺩﺓ ﻓﻲ ﺍﻝﺘﻭﻀﻴﺢ ﻭﺍﻝﻭﺍﻗﻌﻴﺔ‪ ،‬ﻭﻴـﺯﺩﺍﺩ‬
‫ﺃﺴﺘﺨﺩﺍﻡ ﻫﺫﺍ ﺍﻝﻨﻭﻉ ﻤﻥ ﺍﻝﺼﻭﺭ ﻋﻨﺩﻤﺎ ﻴﺘﻌﻠﻕ ﺍﻷﻤﺭ ﺒﺴﻠﻌﺔ ﺫﺍﺕ ﻤﻅﻬﺭ ﺠﻤﻴـل‬
‫ﻭﺨﻼﺏ‪ ،‬ﻭﻴﻤﻜﻥ ﺘﺴﻤﻴﺔ ﻫﺫﻩ ﺍﻝﺼﻭﺭ ﺒﺎﻝﻤﺤﻔﺯﺓ‪ ،‬ﻝﻤﺎ ﺘﺘﻤﺘﻊ ﺒﻪ ﻤﻥ ﻗـﺩﺭﺓ ﻋﻠـﻰ‬
‫ﺘﺤﻔﻴﺯ ﺍﻝﻤﺘﻠﻘﻲ ﻋﻠﻰ ﺃﺘﺨﺎﺫ ﻤﻭﻗﻑ ﺍﻴﺠﺎﺒﻲ ﺘﺠﺎﻩ ﺍﻹﻋﻼﻥ‪.‬‬
‫ﻭﻜﻤﺜﺎل ﻋﻠﻰ ﺫﻝﻙ ﺼﻭﺭ ﺍﻝﺴﻴﺎﺭﺍﺕ‪ ،‬ﻭﺍﻝﺜﻼﺠـﺎﺕ‪ ،‬ﻭﺍﻝﻤﻁـﺎﺒﺦ ﺍﻝﺭﺍﻗﻴـﺔ‪،‬‬
‫ﻭﺒﻌﺽ ﺍﻝﺴﻠﻊ ﺍﻝﻐﺫﺍﺌﻴﺔ ﺍﻝﺘﻲ ﻴﺜﻴﺭ ﻅﻬﻭﺭﻫﺎ ﺸﻬﻴﺔ ﺍﻝﻤﺘﻠﻘﻲ‪ ،‬ﻜﺎﻝﻭﺠﺒﺎﺕ ﺍﻝﻔـﺎﺨﺭﺓ‪،‬‬
‫ﻭﺍﻝﺸﻴﻜﻭﻻﺘﻪ‪ ..‬ﻭﻤﺎ ﺇﻝﻰ ﺫﻝﻙ‪.‬‬
‫ﻜﻤﺎ ﺘﺯﺩﺍﺩ ﺃﻫﻤﻴﺔ ﻅﻬﻭﺭ ﺍﻝﺴﻠﻊ ﻭﺍﻝﺨﺩﻤﺎﺕ ﻋﻨﺩ ﺍﻹﻋـﻼﻥ ﻋـﻥ ﺴـﻠﻊ ﺃﻭ‬
‫ﺨﺩﻤﺎﺕ ﻤﺭﺘﻔﻌﺔ ﺍﻝﺴﻌﺭ‪ ،‬ﻜﺎﻝﺴﻴﺎﺭﺍﺕ ﺍﻝﻔﺎﺭﻫﺔ‪ ،‬ﻭﺍﻷﺜﺎﺙ‪ ،‬ﺃﻭ ﺍﻝﻤﻭﺍﻗـﻊ ﺍﻝﺴـﻴﺎﺤﻴﺔ‬
‫ﻭﺍﻝﻔﻨﺎﺩﻕ‪ ،‬ﻭﺸﺭﻜﺎﺕ ﺍﻝﻁﻴﺭﺍﻥ‪ ،‬ﻭﺍﻝﻌﻴﺎﺩﺍﺕ ﺍﻝﻁﺒﻴﻴﺔ‪ ،‬ﻭﻤﺎ ﺇﻝﻰ ﺫﻝﻙ‪ ،‬ﺤﻴﺙ ﺘﺴـﻬﻡ‬
‫ﺍﻝﺼﻭﺭ ﻓﻲ ﻫﺫﻩ ﺍﻝﺤﺎﻝﺔ ﻓﻲ ﺍﻅﻬﺎﺭ ﺍﻝﺴﻠﻌﺔ ﺃﻭ ﺍﻝﺨﺩﻤﺔ ﻓﻲ ﺸﻜﻠﻬﺎ ﺍﻝﺤﻘﻴﻘﻲ‪ ،‬ﻤﻤـﺎ‬
‫ﻴﺯﻴﺩ ﻤﻥ ﺩﺭﺠﺔ ﺍﻻﻗﻨﺎﻉ ﻝﺩﻯ ﺍﻝﻤﺘﻠﻘﻲ‪ ،‬ﻭﺃﺜﺎﺭﺓ ﺍﻝﺭﻏﺒﺔ ﻋﻨﺩﻩ ﻓﻲ ﺃﻗﺘﻨﺎﺀ ﺍﻝﺴﻠﻌﺔ ﺃﻭ‬
‫ﺍﻝﺘﻌﺎﻤل ﻤﻊ ﺍﻝﺨﺩﻤﺔ‪.‬‬

‫ﺝ ـ ﺼﻭﺭ ﻭﺭﺴﻭﻡ ﻤﺘﻌﺩﺩﺓ ‪:‬‬

‫ﻗﺩ ﺘﺘﻌﺩﺩ ﺍﻝﺼﻭﺭ ﻭﺍﻝﺭﺴﻭﻡ ﺍﻝﻤﺴﺘﺨﺩﻤﺔ ﻓﻲ ﺍﻹﻋﻼﻨﺎﺕ‪ ،‬ﻓﺘﻅﻬﺭ ﻓﻲ ﻨﻔـﺱ‬
‫ﺍﻝﻭﻗﺕ ﺼﻭﺭ ﻝﺸﺨﺼﻴﺎﺕ‪ ،‬ﻭﺃﻤﺎﻜﻥ‪ ،‬ﻭﺴﻠﻊ‪ ،‬ﺃﻭ ﺨﺩﻤﺎﺕ‪ ،‬ﺤﻴﺙ ﺘﺘﻁﻠـﺏ ﺒﻌـﺽ‬
‫ﺍﻹﻋﻼﻨﺎﺕ ﺍﺴﺘﺨﺩﺍﻡ ﺃﻜﺜﺭ ﻤﻥ ﻨﻭﻉ ﻭﺍﺤﺩ ﻤﻥ ﺍﻝﺼﻭﺭ ﺯﻴﺎﺩﺓ ﻓﻲ ﺍﻝﺘﻭﻀﻴﺢ‪ ،‬ﺇﻻ ﺃﻥ‬
‫ﺍﻻﻓﺭﺍﻁ ﻓﻲ ﺃﺴﺘﺨﺩﺍﻡ ﺍﻝﺼﻭﺭ ﻓﻲ ﺍﻹﻋﻼﻥ ﺍﻝﻭﺍﺤﺩ ﻗﺩ ﻴﺸﺘﺕ ﺫﻫﻥ ﺍﻝﻘـﺎﺭﺉ‪ ،‬ﻭﻻ‬
‫ﻴﺴﺎﻋﺩﻩ ﻋﻠﻰ ﺍﻝﺘﺭﻜﻴﺯ ﻋﻠﻰ ﺍﻝﻤﻭﻀﻭﻉ ﺍﻝﺭﺌﻴﺴﻲ‪ ،‬ﻭﺒﺎﻝﺘﺎﻝﻲ ﻴﺠﺏ ﺃﻨﺘﻘﺎﺀ ﺍﻝﺼـﻭﺭ‬
‫‪Copyright © 2017.‬‬
‫‪copyright law.‬‬

‫‪-١٤٥-‬‬

‫‪EBSCO Publishing : eBook Arabic Collection Trial - printed on 4/4/2020 5:47 PM via MINISTÈRE DE L''EDUCATION‬‬
‫‪NATIONALE, DE LA FORMATION PROFESSIONNELLE‬‬
‫; ‪AN: 1945112‬‬ ‫;‪.‬‬
‫‪Account: ns063387‬‬
‫‪. All rights reserved. May not be reproduced in any form without permission from the publisher, except fair uses permitted under U.S. or applicable‬‬

‫ﺍﻝﻤﺘﻌﺩﺩﺓ ﺒﻌﻨﺎﻴﺔ ﻓﺎﺌﻘﺔ ﺒﺤﻴﺙ ﺘﻜﻭﻥ ﻤﻜﻤﻠﺔ ﻝﺒﻌﻀﻬﺎ ﻭﻝﻴﺴﺕ ﻤﺠﺭﺩ ﺘﻜﺭﺍﺭ ﻭﻤـلﺀ‬
‫ﻝﻠﻤﺴﺎﺤﺔ‪.‬‬
‫ﻓﻔﻲ ﺍﻝﻜﺜﻴﺭ ﻤﻥ ﺍﻷﺤﻴﺎﻥ ﺘﻀﻴﻊ ﻋﻴﻨﺎ ﺍﻝﻤﺘﻠﻘﻲ ﻭﺘﻌﺠﺯ ﻋﻥ ﺍﻝﺘﺭﻜﻴﺯ ﻋﻠـﻰ‬
‫ﺼﻭﺭﺓ ﻤﻌﻴﻨﺔ‪ ،‬ﻭﻫﻭ ﺍﻷﻤﺭ ﺍﻝﺫﻱ ﻗﺩ ﻴﺤﺩ ﻤﻥ ﻓﺎﻋﻠﻴﺔ ﺍﻹﻋﻼﻥ‪ ،‬ﻭﻴﺅﺩﻱ ﺒﺎﻝﺘﺎﻝﻲ ﺇﻝﻰ‬
‫ﻨﺘﻴﺠﺔ ﻋﻜﺴﻴﺔ‪.‬‬
‫ﺍﻥ ﺼﻭﺭﺓ ﻭﺍﺤﺩﺓ ﻓﻲ ﺍﻹﻋﻼﻥ ﺍﻝﺼﺤﻔﻲ‪ ،‬ﺃﻭ ﺇﻋﻼﻥ ﺍﻝﻁﺭﻕ‪ ،‬ﺃﻭ ﺼـﻭﺭ‬
‫ﻤﺤﺩﻭﺩﺓ ﻭﻤﻨﺘﻘﺎﺓ ﻓﻲ ﺇﻋﻼﻥ ﻤﺭﺌﻲ "ﺴﻴﻨﻤﺎﺌﻲ‪ ،‬ﺃﻭ ﺘﻠﻔﺯﻴﻭﻨﻲ" ﺴﺘﻜﻭﻥ ﺒﻼ ﺸﻙ ﺃﻜﺜﺭ‬
‫ﺘﺄﺜﻴﺭﹰﺍ ﻭﺠﺎﺫﺒﻴﺔ ﻤﻥ ﻋﺩﺩ ﻜﺒﻴﺭ ﻤﻥ ﺍﻝﺼﻭﺭ ﺍﻝﻤﺨﺘﻠﻁﺔ‪ ،‬ﻭﺍﻝﻤﺘﺩﺍﺨﻠﺔ‪ ،‬ﻭﺍﻝﻤﺤﺸﻭﺭﺓ‪،‬‬
‫ﻭﺍﻝﺘﻲ ﻗﺩ ﺘﺴﻬﻡ ﻓﻰ ﺃﺭﺒﺎﻙ ﺍﻝﻤﺘﻠﻘﻲ‪ ،‬ﻭﺍﻀﺎﻋﺔ ﺍﻝﻬﺩﻑ ﺍﻝﻨﻬـﺎﺌﻲ ﻤـﻥ ﺃﺴـﺘﺨﺩﺍﻡ‬
‫ﺍﻝﺼﻭﺭ‪.‬‬

‫ﻭﻅﺎﺌﻑ ﻭﺃﻫﺩﺍﻑ ﺍﻝﺼﻭﺭ ﻭﺍﻝﺭﺴﻭﻡ ﻓﻲ ﺍﻹﻋﻼﻨﺎﺕ‪:‬‬

‫ﺘﻌﻤل ﻜل ﻤﻥ ﺍﻝﺼﻭﺭ ﻭﺍﻝﺭﺴﻭﻡ ﻋﻠﻰ ﺘﺤﻘﻴﻕ ﻤﺠﻤﻭﻋﺔ ﻤـﻥ ﺍﻝﻭﻅـﺎﺌﻑ‬
‫ﻭﺍﻷﻫﺩﺍﻑ ﺍﻝﻤﻬﻤﺔ ﺍﻝﺘﻲ ﺘﺴﺎﻋﺩ ﺒﺩﻭﺭﻫﺎ ﻓﻲ ﻓﺎﻋﻠﻴﺔ ﺍﻝﺭﺴﺎﻝﺔ ﺍﻹﻋﻼﻨﻴـﺔ‪ ،‬ﺤﻴـﺙ‬
‫ﺘﺅﺩﻱ ﺒﺎﻻﺸﺘﺭﺍﻙ ﻤﻊ ﻋﺩﺩ ﻤﻥ ﺍﻝﻌﻨﺎﺼﺭ ﺍﻷﺨﺭﻯ ﺇﻝﻰ ﺠﻌل ﺍﻝـﻨﺹ ﺍﻹﻋﻼﻨـﻲ‬
‫ﺃﻜﺜﺭ ﺍﺜﺎﺭﺓ ﻭﺘﺸﻭﻴﻘﺎﹰ‪ ،‬ﻭﺒﺎﻝﺘﺎﻝﻲ ﺃﻜﺜﺭ ﺘﺄﺜﻴﺭﹰﺍ‪.‬‬
‫ﻭﻓﻴﻤﺎ ﻴﻠﻲ ﻨﻌﺭﺽ ﻷﻫﻡ ﺍﻝﻭﻅﺎﺌﻑ ﺍﻝﺘﻲ ﺘﺅﺩﻴﻬﺎ ﺍﻝﺼﻭﺭ ﻭﺍﻝﺭﺴﻭﻡ‪ ،‬ﻭﺫﻝـﻙ‬
‫ﻜﺎﻝﺘﺎﻝﻲ)‪:(٤‬‬
‫‪ ١‬ـ ﺸﺩ ﺃﻨﺘﺒﺎﻩ ﺍﻝﻤﺘﻠﻘﻲ‪.‬‬
‫‪ ٢‬ـ ﺍﻝﺘﻌﺒﻴﺭ ﻋﻥ ﺍﻝﺭﺴﺎﻝﺔ ﺍﻹﻋﻼﻨﻴﺔ ﺒﺴﺭﻋﺔ ﻭﻜﻔﺄﺓ‪.‬‬
‫‪ ٣‬ـ ﺃﺜﺎﺭﺓ ﺃﻫﺘﻤﺎﻡ ﺍﻝﻘﺎﺭﺉ ﺒﻤﺎ ﻴﺤﺘﻭﻴﻪ ﺍﻹﻋﻼﻥ‪.‬‬
‫‪ ٤‬ـ ﺍﻀﻔﺎﺀ ﺍﻝﻭﺍﻗﻌﻴﺔ ﻭﺍﻝﺼﺩﻕ ﻋﻠﻰ ﺍﻹﻋﻼﻥ‪.‬‬
‫‪Copyright © 2017.‬‬
‫‪copyright law.‬‬

‫‪-١٤٦-‬‬

‫‪EBSCO Publishing : eBook Arabic Collection Trial - printed on 4/4/2020 5:47 PM via MINISTÈRE DE L''EDUCATION‬‬
‫‪NATIONALE, DE LA FORMATION PROFESSIONNELLE‬‬
‫; ‪AN: 1945112‬‬ ‫;‪.‬‬
‫‪Account: ns063387‬‬
‫‪. All rights reserved. May not be reproduced in any form without permission from the publisher, except fair uses permitted under U.S. or applicable‬‬

‫ﻭﻨﻔﺼل ﻫﻨﺎ ﻝﻜل ﻭﺍﺤﺩﺓ ﻤﻥ ﻫﺫﻩ ﺍﻷﻫﺩﺍﻑ ﻜﺎﻝﺘﺎﻝﻲ‪:‬‬

‫‪ ١‬ـ ﺸﺩ ﺍﻨﺘﺒﺎﻩ ﺍﻝﻤﺘﻠﻘﻲ‪:‬‬

‫ﺘﻌﺘﺒﺭ ﻋﻤﻠﻴﺔ ﺸﺩ ﺍﻷﻨﺘﺒﺎﻩ ﻤﻥ ﺃﻫﻡ ﺍﻝﻌﻤﻠﻴﺎﺕ ﺍﻝﻨﻔﺴﻴﺔ ﺍﻝﺘﻲ ﻴﺴﻌﻰ ﺍﻹﻋﻼﻥ‬
‫ﻝﻠﻭﺼﻭل ﺇﻝﻴﻬﺎ‪ ،‬ﺫﻝﻙ ﺃﻥ ﺸﺩ ﺃﻨﺘﺒﺎﻩ ﺍﻝﻤﺘﻠﻘﻲ ﻫﻭ ﺍﻝﺨﻁﻭﺓ ﺍﻻﻭﻝﻰ ﺒﺎﺘﺠـﺎﻩ ﺍﻝﺘـﺄﺜﻴﺭ‬
‫ﻋﻠﻴﻪ‪ ،‬ﻓﻌﻤﻠﻴﺔ ﺍﻝﺘﻌﺭﺽ ﻝﻺﻋﻼﻥ ﻭﻗﺭﺃﺘﻪ ﺃﻭ ﻤﺸﺎﻫﺩﺘﻪ‪ ،‬ﻭﻤﻥ ﺜﻤﺔ ﺍﻻﻗﺘﻨـﺎﻉ ﺒـﻪ‪،‬‬
‫ﻭﺒﺎﻝﺘﺎﻝﻲ ﺃﻗﺘﻨﺎﺀ ﺍﻝﺴﻠﻌﺔ‪ ،‬ﺃﻭ ﺍﻝﺘﻌﺎﻤل ﻤﻊ ﺍﻝﺨﺩﻤﺔ ﻫﻲ ﺃﻤﻭﺭ ﻻ ﻴﻤﻜﻥ ﺍﻝﻭﺼﻭل ﺇﻝﻴﻬﺎ‬
‫ﺩﻭﻥ ﺍﻝﻤﺭﻭﺭ ﺒﺎﻝﺤﻠﻘﺔ ﺍﻻﻭﻝﻰ ﺍﻝﻤﺘﻤﺜﻠﺔ ﻓﻲ ﺸﺩ ﺃﻨﺘﺒﺎﻩ ﻤﺘﻠﻘﻲ ﺍﻝﺭﺴﺎﻝﺔ ﺍﻹﻋﻼﻨﻴﺔ‪.‬‬
‫ﻭﺘﻌﺩ ﺍﻝﺼﻭﺭ ﻭﺍﻝﺭﺴﻭﻡ ﻤﻥ ﺃﻜﺜﺭ ﺍﻝﻌﻨﺎﺼﺭ ﺍﻝﺘﻲ ﺘﻌﻤل ﻋﻠﻰ ﺘﺤﻘﻴﻕ ﺠﺫﺏ‬
‫ﺍﻨﺘﺒﺎﻩ ﺍﻝﻤﺘﻠﻘﻲ ﺒﺄﻗل ﻤﺠﻬﻭﺩ ﻤﻤﻜﻥ‪ ،‬ﻓﻬﻲ ﺘﺘﻁﻠﺏ ﻤﺠﻬﻭﺩ ﺃﻗل ﻝﻠﻨﻅﺭ ﺍﻝﻴﻬﺎ ﺒﺎﻝﻨﺴﺒﺔ‬
‫ﻝﻠﻤﺠﻬﻭﺩ ﺍﻝﻤﻁﻠﻭﺏ ﻝﺘﺠﺎﻫﻠﻬﺎ‪،‬ﻭﻴﺴﻤﻰ "ﺍﺭﻤﺴﺘﺭﻭﻨﺞ" ﻫﺫﺍ ﺍﻝﻤﺒﺩﺃ ﺍﻝﻤﻔﺄﺠﺎﺓ‪ ،‬ﻭﻴﺼﻔﻪ‬
‫ﻜﺎﻝﺘﺎﻝﻲ‪ :‬ﺘﺼﻭﺭ ﺃﻥ ﺍﻝﻘﺎﺭﺉ ﻴﺤﺎﻭل ﺃﺜﻨﺎﺀ ﻗﺭﺃﺘﻪ ﻝﻠﻤﺠﻠﺔ ﺃﻥ ﻴﻤﻨﻊ ﻨﻔﺴﻪ ﻤﻥ ﻗـﺭﺃﺓ‬
‫ﺍﻹﻋﻼﻨﺎﺕ‪ ،‬ﻭﺃﻨﻪ ﻴﻨﺸﻁ ﻨﻔﺴﻪ ﺴﻴﻜﻭﻝﻭﺠﻴﹰﺎ ﻀﺩ ﻜل ﺍﻹﻋﻼﻨﺎﺕ ﺍﻝﻤﻭﺠﻭﺩﺓ ﺒﺎﻝﻤﺠﻠﺔ‪،‬‬
‫ﻭﻓﺠﺎﺓ ﺃﺜﻨﺎﺀ ﻗﺭﺃﺘﻪ ﻝﻠﻤﺠﻠﺔ ﺘﺠﺫﺏ ﺍﻨﺘﺒﺎﻫﻪ ﺍﺤﺩﻯ ﺍﻝﺼﻭﺭ‪ ،‬ﻓﻴﺘﻭﻗﻑ ﻗﻠﻴﻼﹰ‪ ،‬ﻭﻴﺜـﺎﺭ‬
‫ﺍﻫﺘﻤﺎﻤﻪ ﺘﺩﺭﻴﺠﻴﹰﺎ ﺃﻤﺎﻡ ﺇﻏﺭﺍﺀ ﺍﻝﺼﻭﺭ ﻭﺍﻝﺭﺴﻭﻡ‪ ،‬ﻭﻴﻘﻊ ﺒﺼﺭﻩ ـ ﻤﺜﻼ ـ ﻋﻠـﻰ‬
‫ﺼﻭﺭﺓ ﺭﺠل ﺃﻨﻴﻕ ﻓﻲ ﺍﻹﻋﻼﻥ‪ ،‬ﻓﻴﻘﻭل ﻝﻨﻔﺴﻪ ﻫﺫﺍ ﺭﺠل ﺃﻨﻴـﻕ ﻝﻴﺘﻨـﻲ ﺃﻜـﻭﻥ‬
‫ﻤﺜﻠﻪ)‪.(٥‬‬
‫ﻭﻫﻜﺫﺍ ﻓﺈﻥ ﺍﻝﺼﻭﺭ ﻭﺍﻝﺭﺴﻭﻡ ﺘﻌﺩ ﻤﻥ ﺒﻴﻥ ﺃﻫﻡ ﺍﻝﻌﻨﺎﺼﺭ ﺍﻝﺘﻲ ﺘﺴﻬﻡ ﻓـﻲ‬
‫ﻋﻤﻠﻴﺔ ﺠﺫﺏ ﺃﻨﺘﺒﺎﻩ ﺍﻝﻤﺘﻠﻘﻲ‪ ،‬ﻭﺸﺩﻩ ﻝﻠﺘﻌﺭﺽ ﻝﻠﺭﺴﺎﻝﺔ ﺍﻹﻋﻼﻨﻴﺔ‪ ،‬ﺤﻴﺙ ﻴﺼـﻌﺏ‬
‫ﺘﺠﺎﻫل ﺍﻝﺼﻭﺭ ﻭﺍﻝﺭﺴﻭﻡ‪ ،‬ﺨﺎﺼﺔ ﺍﺫﺍ ﻜﺎﻨﺕ ﻤﻌﺩﺓ ﺒﻌﻨﺎﻴﺔ ﻭﺩﻗﺔ‪.‬‬
‫‪Copyright © 2017.‬‬
‫‪copyright law.‬‬

‫‪-١٤٧-‬‬

‫‪EBSCO Publishing : eBook Arabic Collection Trial - printed on 4/4/2020 5:47 PM via MINISTÈRE DE L''EDUCATION‬‬
‫‪NATIONALE, DE LA FORMATION PROFESSIONNELLE‬‬
‫; ‪AN: 1945112‬‬ ‫;‪.‬‬
‫‪Account: ns063387‬‬
‫‪. All rights reserved. May not be reproduced in any form without permission from the publisher, except fair uses permitted under U.S. or applicable‬‬

‫ﻭﺒﺎﻝﺘﺎﻝﻲ ﻴﻭﻝﻲ ﻤﺼﻤﻤﻭ ﺍﻹﻋﻼﻥ ﻓﻲ ﻤﺨﺘﻠﻑ ﺍﻝﻭﺴﺎﺌل ﺍﻹﻋﻼﻨﻴﺔ ﺍﻫﺘﻤﺎﻤـﹰﺎ‬

‫ﻜﺒﻴﺭﹰﺍ ﺒﺎﻝﺼﻭﺭ ﻭﺍﻝﺭﺴﻭﻡ ﺯﻴﺎﺩﺓ ﻓﻲ ﻝﻔﺕ ﺍﻻﻨﺘﺒﺎﻩ‪ ،‬ﻭﺴﻌﻴﹰﺎ ﺒﺎﻝﺘﺎﻝﻲ ﺇﻝـﻰ ﺘﺤﻘﻴـﻕ‬
‫ﺍﻷﻫﺩﺍﻑ ﺍﻝﺘﻲ ﺘﺴﻌﻰ ﺍﻝﻴﻬﺎ ﺍﻝﺭﺴﺎﻝﺔ ﺍﻹﻋﻼﻨﻴﺔ‪.‬‬

‫‪ ٢‬ـ ﺍﻝﺘﻌﺒﻴﺭ ﻋﻥ ﺍﻝﺭﺴﺎﻝﺔ ﺍﻹﻋﻼﻨﻴﺔ ﺒﺴﺭﻋﺔ ﻭﻜﻔﺄﺓ ‪:‬‬

‫ﺘﺴﺎﻋﺩ ﺍﻝﺼﻭﺭ ﻭﺍﻝﺭﺴﻭﻡ ﻋﻠﻰ ﺍﻴﻀﺎﺡ ﻭﺸﺭﺡ ﺍﻝﺭﺴﺎﻝﺔ ﺍﻹﻋﻼﻨﻴﺔ‪ ،‬ﻭﺒﺎﻝﺘﺎﻝﻲ‬
‫ﺴﺭﻋﺔ ﻓﻬﻤﻬﺎ ﻭﺍﺴﺘﻴﻌﺎﺒﻬﺎ ﻤﻥ ﺠﺎﻨﺏ ﺍﻝﻤﺘﻠﻘﻲ‪ ،‬ﻭﺘﻌﺘﻤﺩ ﺍﻝﻜﺜﻴﺭ ﻤﻥ ﺍﻹﻋﻼﻨﺎﺕ ﻋﻠﻰ‬
‫ﺍﻝﺼﻭﺭ ﻭﺍﻝﺭﺴﻭﻡ ﻝﺘﻭﻀﻴﺢ ﺃﻓﻜﺎﺭﻫﺎ ﺒﺩﻗﺔ ﻭﻜﻔﺄﺓ‪ ،‬ﺒل ﻭﻴﺼـل ﺍﻷﻤـﺭ ﺒـﺒﻌﺽ‬
‫ﺍﻹﻋﻼﻨﺎﺕ ﺇﻝﻰ ﺍﻻﻜﺘﻔﺎﺀ ﺒﺎﺴﺘﺨﺩﺍﻡ ﺍﻝﺼﻭﺭ ﻓﻘﻁ ﺒﺩﻭﻥ ﻜﻠﻤﺎﺕ‪ ،‬ﻭﻫﻭ ﻤﺎ ﻴﺅﻜﺩ ﻗﻭﺓ‬
‫ﺘﺄﺜﻴﺭ ﺍﻝﺼﻭﺭﺓ ﻭﻓﺎﻋﻠﻴﺘﻬﺎ‪ ،‬ﻭﻗﺩﺭﺘﻬﺎ ﻋﻠﻰ ﻤﺨﺎﻁﺒﺔ ﺍﻝﻤﺘﻠﻘﻲ ﻋﻠﻰ ﻤﺨﺎﻁﺒﺔ ﺍﻝﻤﺘﻠﻘﻲ‬
‫ﺒﺼﻭﺭﺓ ﺃﻓﻀل ﺃﺤﻴﺎﻨﺎ ﻤﻥ ﺍﺴﺘﺨﺩﺍﻡ ﺍﻝﺠﻤل ﻭﺍﻝﻌﺒﺎﺭﺍﺕ‪.‬‬
‫ﺃﻥ ﻅﻬﻭﺭ ﺼﻭﺭ ﺍﻝﺴﻠﻌﺔ ﻜﺠﻬﺎﺯ ﺍﻻﺫﺍﻋﺔ ﺍﻝﻤﺭﺌﻴـﺔ ﻤـﺜﻼﹰ‪ ،‬ﺃﻭ ﺍﻝﻐﺴـﺎﻝﺔ‬
‫ﺍﻝﻜﻬﺭﺒﺎﺌﻴﺔ‪ ،‬ﺃﻭ ﺍﻝﻔﺭﻥ ﺍﻝﻜﻬﺭﺒﺎﺌﻲ ﻓﻲ ﺤﺎﻝﺔ ﺃﺴﺘﺨﺩﺍﻡ‪ ،‬ﺍﻭ ﻭﻀـﻌﻪ ﻓـﻲ ﺍﻝﻤﻜـﺎﻥ‬
‫ﺍﻝﻤﺨﺼﺹ ﻝﻪ ﻓﻲ ﺍﻝﻤﻨﺯل ﻴﻀﻔﻲ ﻋﻠﻰ ﺍﻝﻤﺴﺘﻬﻠﻙ ﺃﺤﺴﺎﺴﹰﺎ ﺒﺄﻫﻤﻴﺔ ﻭﻀـﺭﻭﺭﺓ‬
‫ﻫﺫﻩ ﺍﻝﺴﻠﻌﺔ‪ ،‬ﻭﺒﺎﻝﺘﺎﻝﻲ ﻻ ﺇﻤﻜﺎﻨﻴﺔ ﻝﻼﺴﺘﻐﻨﺎﺀ ﻋﻨﻬﺎ‪ ،‬ﺃﻭ ﺘﺠﺎﻫﻠﻬﺎ‪ ..‬ﻭﻝﻌل ﺫﻝﻙ ﻴﻔﻭﻕ‬
‫ﻤﻥ ﺤﻴﺙ ﺍﻝﺘﺄﺜﻴﺭ ﺍﻻﺴﻬﺎﺏ ﻓﻲ ﺍﻝﺸﺭﺡ ﻤﻥ ﺨﻼل ﺍﻝﺠﻤل ﻭﺍﻝﻌﺒﺎﺭﺍﺕ ﺍﻝﻤﻁﻭﻝﺔ‪.‬‬

‫‪ ٣‬ـ ﺍﺜﺎﺭﺓ ﺃﻫﺘﻤﺎﻡ ﺍﻝﻘﺎﺭﺉ ﺒﻤﺎ ﻴﺤﺘﻭﻴﻪ ﺍﻹﻋﻼﻥ ‪:‬‬

‫ﺍﻀﺎﻓﺔ ﺇﻝﻰ ﻜل ﻤﺎ ﺘﻘﺩﻡ ﻤﻥ ﻗﺩﺭﺓ ﺍﻝﺼﻭﺭ ﻭﺍﻝﺭﺴﻭﻡ ﻋﻠـﻰ ﺸـﺩ ﺍﻨﺘﺒـﺎﻩ‬
‫ﺍﻝﻤﺘﻠﻘﻲ‪ ،‬ﻭﺍﻝﺘﻌﺒﻴﺭ ﻋﻥ ﺍﻝﺭﺴﺎﻝﺔ ﺍﻹﻋﻼﻨﻴﺔ ﺒﻭﻀﻭﺡ‪ ،‬ﻓﺈﻨﻬﺎ ﻴﻤﻜﻥ ﺍﻥ ﺘﺴﺎﻋﺩ ﺃﻴﻀﹰﺎ‬
‫ﻓﻲ ﺍﺜﺎﺭﺓ ﺍﻫﺘﻤﺎﻡ ﺍﻝﻘﺎﺭﺉ ﺒﺎﻝﻨﺹ ﺍﻹﻋﻼﻨﻲ ﺍﻝﻤﻜﺘﻭﺏ‪ ،‬ﻭﺒﺎﻝﺘﺎﻝﻲ ﺩﻓﻌﻪ ﺇﻝﻰ ﻗﺭﺍﺀﺘﻪ‬
‫ﻝﻼﻁﻼﻉ ﻋﻠﻰ ﻤﻀﻤﻭﻨﻪ‪ ،‬ﻓﺒﻌﺩ ﺃﻥ ﺘﻘﻊ ﻋﻴﻨﺎ ﺍﻝﻤﺘﻠﻘﻲ ﻋﻠﻰ ﺍﻝﺼﻭﺭﺓ ﻝﻜﻭﻨﻬﺎ ﺃﻭل ﻤﺎ‬
‫‪Copyright © 2017.‬‬
‫‪copyright law.‬‬

‫‪-١٤٨-‬‬

‫‪EBSCO Publishing : eBook Arabic Collection Trial - printed on 4/4/2020 5:47 PM via MINISTÈRE DE L''EDUCATION‬‬
‫‪NATIONALE, DE LA FORMATION PROFESSIONNELLE‬‬
‫; ‪AN: 1945112‬‬ ‫;‪.‬‬
‫‪Account: ns063387‬‬
‫‪. All rights reserved. May not be reproduced in any form without permission from the publisher, except fair uses permitted under U.S. or applicable‬‬

‫ﻴﺜﻴﺭ ﺃﻨﺘﺒﺎﻫﻪ‪ ،‬ﺘﻘﻭﺩﻩ ﺒﺩﻭﺭﻫﺎ ﺇﻝﻰ ﻗﺭﺍﺀﺓ ﺍﻝﻌﻨﻭﺍﻥ ﺍﻝﺭﺌﻴﺴﻲ‪ ،‬ﺜﻡ ﺍﻝﻌﻨﺎﻭﻴﻥ ﺍﻝﻔﺭﻋﻴﺔ‪،‬‬
‫ﻭﻤﻥ ﺜﻤﺔ ﺍﻝﻨﺹ ﺍﻹﻋﻼﻨﻲ ﺒﺄﻜﻤﻠﻪ‪ ،‬ﻭﺫﻝﻙ ﻜﻠﻪ ﺒﻔﻀل ﺍﻝﺼﻭﺭ ﻭﺍﻝﺭﺴـﻭﻡ ﺍﻝﺘـﻲ‬
‫ﺍﺴﺘﻁﺎﻋﺕ ﺃﻥ ﺘﺸﺩ ﺍﻝﻴﻬﺎ ﺍﻻﻨﺘﺒﺎﻩ‪ ،‬ﻭﺒﺎﻝﺘﺎﻝﻲ ﺍﺜﺎﺭﺓ ﺍﻻﻫﺘﻤﺎﻡ ﺒﺎﻹﻋﻼﻥ ﺍﺠﻤﺎﻻﹰ‪ ،‬ﺒﻤـﺎ‬
‫ﻴﺘﻴﺢ ﻓﻬﻤﹰﺎ ﺃﻜﺜﺭ ﻝﺘﻔﺎﺼﻴﻠﻪ‪.‬‬

‫‪ ٤‬ـ ﺍﻀﻔﺎﺀ ﺍﻝﻭﺍﻗﻌﻴﺔ ﻭﺍﻝﺼﺩﻕ ﻋﻠﻰ ﺍﻹﻋﻼﻥ ‪:‬‬

‫ﺘﺴﺘﻁﻴﻊ ﺍﻝﺼﻭﺭ ﺍﻝﻤﻨﺘﻘﺎﺓ ﺒﺩﻗﺔ ﺃﻥ ﺘﻀﻔﻲ ﺤﺎﻝﺔ ﻤﻥ ﺍﻝﻭﺍﻗﻌﻴﺔ ﻋﻠﻰ ﺍﻹﻋﻼﻥ‪،‬‬
‫ﻭﺃﻥ ﺘﺠﻌل ﻤﻥ ﺍﻝﺴﻠﻊ ﺃﻭ ﺍﻝﺨﺩﻤﺎﺕ ﺍﻝﻤﻌﻠﻥ ﻋﻨﻬﺎ ﺃﻗﺭﺏ ﻤﺎ ﺘﻜﻭﻥ ﺇﻝﻰ ﺼـﻭﺭﺘﻬﺎ‬
‫ﺍﻝﺤﻘﻴﻘﻴﺔ‪ ،‬ﻭﺘﻔﻴﺩ ﻫﺫﻩ ﺍﻝﻭﺍﻗﻌﻴﺔ ﻓﻲ ﺯﻴﺎﺩﺓ ﺩﺭﺠﺔ ﻤﺼﺩﺍﻗﻴﺔ ﺍﻹﻋﻼﻥ ﻝﺩﻯ ﺍﻝﻤﺘﻠﻘـﻲ‪،‬‬
‫ﻭﻴﻅﻬﺭ ﺫﻝﻙ ﺃﻜﺜﺭ ﻭﻀﻭﺤﹰﺎ ﻋﻨﺩ ﻨﺸﺭ ﺼﻭﺭ ﺍﻝﺴﻠﻌﺔ ﻓﻲ ﺤﺎﻝﺔ ﺍﻻﺴﺘﺨﺩﺍﻡ‪ ،‬ﻭﻴﻌﺯﺯ‬
‫ﻜل ﺫﻝﻙ ﻤﻥ ﺩﺭﺠﺔ ﺍﻝﺜﻘﺔ ﻓﻲ ﺍﻹﻋﻼﻥ‪.‬‬
‫ﻜﻤﺎ ﺘﺘﻴﺢ ﺍﻝﺼﻭﺭ ﺍﻤﻜﺎﻨﻴﺔ ﺍﺒﺭﺍﺯ ﺍﻝﺤﺎﻝﺔ ﺍﻝﻨﻔﺴﻴﺔ ﻝﻠﺸﺨﺼﻴﺎﺕ ﺍﻝﻤﺴـﺘﺨﺩﻤﺔ‬
‫ﻓﻲ ﺍﻹﻋﻼﻥ‪ ،‬ﻭﻤﻥ ﺫﻝﻙ ﺘﻌﺒﻴﺭﺍﺕ ﺍﻝﻭﺠﻪ ﺍﻝﺘﻲ ﻗﺩ ﺘﻨﻡ ﻋـﻥ ﺍﻝﻔـﺭﺡ ﻭﺍﻝﺴـﻌﺎﺩﺓ‬
‫ﻭﺍﻝﺴﺭﻭﺭ‪ ،‬ﻤﻥ ﺨﻼل ﺍﻻﺒﺘﺴﺎﻤﺔ‪ ،‬ﺃﻭ ﺍﻝﻘﻔﺯ ﻓﻲ ﺍﻝﻬـﻭﺍﺀ‪ ،‬ﺃﻭ ﻏﻴـﺭ ﺫﻝـﻙ ﻤـﻥ‬
‫ﺍﻝﺘﻌﺒﻴﺭﺍﺕ ﺍﻝﺘﻲ ﺘﻌﻜﺱ ﺍﻝﺭﻀﺎ ﺍﻝﻨﻔﺴﻲ ﻜﻨﺘﻴﺠﺔ ﻻﺴﺘﺨﺩﺍﻡ ﺍﻝﺴﻠﻌﺔ‪ ،‬ﺃﻭ ﺍﻝﺘﻌﺎﻤل ﻤﻊ‬
‫ﺍﻝﺨﺩﻤﺔ ﺍﻝﻤﻌﻠﻥ ﻋﻨﻬﺎ‪ ،‬ﺃﻭ ﺘﻠﻙ ﺍﻝﺘﻌﺒﻴﺭﺍﺕ ﺍﻝﺘﻲ ﺘﺒﺭﺯ ﺤﺎﻝﺔ ﺍﻝﺤـﺯﻥ ﺃﻭ ﺍﻝﺨـﻭﻑ‬
‫ﺍﻝﺸﺩﻴﺩ ﺠﺭﺍﺀ ﺍﻝﻨﺘﺎﺌﺞ ﺍﻝﻤﺘﺭﺘﺒﺔ ﻋﻥ ﻋﺩﻡ ﺍﻗﺘﻨﺎﺀ ﺍﻝﺴﻠﻌﺔ‪ ،‬ﺃﻭ ﺍﻝﺘﻌﺎﻤل ﻤﻊ ﺍﻝﺨﺩﻤﺔ‪.‬‬
‫‪Copyright © 2017.‬‬
‫‪copyright law.‬‬

‫‪-١٤٩-‬‬

‫‪EBSCO Publishing : eBook Arabic Collection Trial - printed on 4/4/2020 5:47 PM via MINISTÈRE DE L''EDUCATION‬‬
‫‪NATIONALE, DE LA FORMATION PROFESSIONNELLE‬‬
‫; ‪AN: 1945112‬‬ ‫;‪.‬‬
‫‪Account: ns063387‬‬
‫‪. All rights reserved. May not be reproduced in any form without permission from the publisher, except fair uses permitted under U.S. or applicable‬‬

‫ﺍﻷﻝﻭﺍﻥ‬

‫ﺃﺯﺩﺍﺩ ﺃﺴﺘﺨﺩﺍﻡ ﺍﻷﻝﻭﺍﻥ ﺒﺸﻜل ﻭﺍﻀﺢ ﻓﻲ ﻤﺨﺘﻠﻑ ﺍﻝﻭﺴـﺎﺌل ﺍﻹﻋﻼﻨﻴـﺔ‪،‬‬

‫ﺨﺎﺼﺔ ﻤﻊ ﺍﻝﺘﻁﻭﺭ ﺍﻝﻬﺎﺌل ﺍﻝﺫﻱ ﺸﻬﺩﺘﻪ ﺍﻝﻁﺒﺎﻋﺔ‪ ،‬ﺍﻵﻤﺭ ﺍﻝﺫﻱ ﺃﻨﻌﻜـﺱ ﺃﻴﺠﺎﺒﻴـﹰﺎ‬
‫ﻋﻠﻰ ﺯﻴﺎﺩﺓ ﺃﺴﺘﺨﺩﺍﻡ ﺍﻷﻝﻭﺍﻥ ﻓﻲ ﻜل ﻤﻥ ﺍﻝﺠﺭﺍﺌﺩ ﻭﺍﻝﻤﺠـﻼﺕ ﻋﻠـﻰ ﺍﻝﺴـﻭﺍﺀ‪،‬‬
‫ﺒﺎﻹﻀﺎﻓﺔ ﺇﻝﻰ ﺇﻋﻼﻨﺎﺕ ﺍﻝﻁﺭﻕ‪ ،‬ﻭﺍﻹﻋﻼﻨﺎﺕ ﺍﻝﻤﺘﺤﺭﻜﺔ‪ ،‬ﺍﻤﺎ ﻓﻲ ﻭﺴﺎﺌل ﺍﻹﻋﻼﻥ‬
‫ﺍﻻﻝﻜﺘﺭﻭﻨﻴﺔ ﻜﺎﻝﺴﻴﻨﻤﺎ‪ ،‬ﻭﺍﻝﺘﻠﻔﺯﻴﻭﻥ ﻓﻘﺩ ﺸﻬﺩ ﺍﺴﺘﺨﺩﺍﻡ ﺍﻷﻝـﻭﺍﻥ ﻓﻴﻬﻤـﺎ ﺘﺯﺍﻴـﺩﹰﺍ‬
‫ﻤﻠﺤﻭﻅﹰﺎ ﺒﻌﺩ ﻅﻬﻭﺭ ﻭﺍﻨﺘﺸﺎﺭ ﺍﻝﺴﻴﻨﻤﺎ ﺍﻝﻤﻠﻭﻨﺔ‪ ،‬ﻭﺍﻝﺘﻠﻔﺯﻴﻭﻥ ﺍﻝﻤﻠﻭﻥ ﻋﻠﻰ ﻨﻁـﺎﻕ‬
‫ﻭﺍﺴﻊ‪.‬‬
‫ﻭﺘﺤﻘﻕ ﺍﻷﻝﻭﺍﻥ ﻭﻅﺎﺌﻑ ﻨﻔﺴﻴﺔ ﻝﺩﻯ ﻤﺘﻠﻘﻲ ﺍﻝﺭﺴﺎﻝﺔ ﺍﻹﻋﻼﻨﻴـﺔ‪ ،‬ﺘﺨﺘﻠـﻑ‬
‫ﺒﺎﺨﺘﻼﻑ ﺍﻝﻠﻭﻥ ﺍﻝﻤﺴﺘﺨﺩﻡ‪.‬‬
‫ﻓﺎﻝﻠﻭﻥ ﺍﻷﺼﻔﺭ ﻤﺜﻼ ﻤﻥ ﺃﻓﺭﺡ ﺍﻷﻝﻭﺍﻥ‪ ،‬ﻓﻬﻭ ﻤﺜﻴﺭ ﻭﻤﻔﺭﺡ‪ ..‬ﺃﻤﺎ ﺍﻝﻠـﻭﻥ‬
‫ﺍﻻﺯﺭﻕ ﻫﻭ ﻤﻬﺩﺉ‪ ..‬ﻴﻤﻠﻙ ﺘﺄﺜﻴﺭﺃ ﺩﺍﺨﻠﻴﹰﺎ ﻴﺯﺩﺍﺩ ﻗﻭﺓ ﻋﻨﺩ ﺩﺭﺠﺎﺕ ﺍﺸﺭﺍﻕ ﺍﻝﻠﻭﻥ‪..‬‬
‫ﺃﻤﺎ ﺍﻝﻠﻭﻥ ﺍﻷﺨﻀﺭ ﻓﺄﻨﻪ ﻴﻘﻊ ﺒﻴﻥ ﺍﻝﻠﻭﻨﻴﻥ ﺍﻷﺯﺭﻕ ﻭﺍﻷﺼﻔﺭ‪ ،‬ﻓﻌﻨﺩﻤﺎ ﻴﻤﻴل ﻨﺤـﻭ‬
‫ﺍﻷﺯﺭﻕ ﻴﺼﺒﺢ ﺃﻜﺜﺭ ﺭﺼﺎﻨﺔ‪ ..‬ﺃﻤﺎ ﺍﺫﺍ ﻤﺎل ﻨﺤﻭ ﺍﻷﺼﻔﺭ ﻓﺄﻨﻪ ﻴﻜﺘﺴﺏ ﺤﻴﻭﻴـﺔ‪،‬‬
‫ﻭﻴﺘﺴﻡ ﺒﺎﻝﻔﺭﺡ ﻭﺍﻝﺤﻴﺎﺓ‪ ..‬ﻭﺍﻝﻠﻭﻥ ﺍﻷﺤﻤﺭ ﺃﻜﺜﺭ ﺩﻓﺌﹰﺎ ﻭﺤﻴﻭﻴﺔ ﻭﻫﻴﺎﻤﺎﹰ‪ ،‬ﺃﻤﺎ ﺍﻝـﻭﻥ‬
‫ﺍﻝﺒﺭﺘﻘﺎﻝﻲ ﻓﻬﻭ ﺩﺍﻓﺊ ﻭﻤﺜﻴﺭ)‪.(٦‬‬
‫ﻭﻴﻀﻔﻴﺎ ﻜل ﻤﻥ ﺍﻝﻠﻭﻨﻴﻥ ﺍﻝﺫﻫﺒﻲ ﻭﺍﻝﻔﻀﻲ ﺼﻔﺔ ﺍﻝﺜﺭﺍﺀ ﻭﺍﻝﺭﻓﺎﻫﻴﺔ‪ ،‬ﻭﺍﻝﻠﻭﻥ‬
‫ﺍﻻﺴﻭﺩ ﻴﻭﺤﻲ ﺒﺎﻻﺤﺒﺎﻁ ﻭﺍﻝﻅﻼﻡ‪ ،‬ﻭﺃﺤﻴﺎﻨﹰﺎ ﺒﺎﻝﺸﺭ‪ ،‬ﻭﺍﻝﻠﻭﻥ ﺍﻷﺒﻴﺽ ﻴـﺩل ﻋﻠـﻰ‬
‫ﺍﻝﻨﻅﺎﻓﺔ ﻭﺍﻝﺴﻼﻡ ﻭﺍﻝﻨﻘﺎﺀ ﻭﺍﻝﺤﻴﺎﺀ‪ ،‬ﻭﻴﻭﺤﻲ ﺍﻝﻠﻭﻥ ﺍﻝﺒﻨﻔﺴﺠﻲ ﺒﺎﻝﺼﺩﻕ ﻭﺍﻝﻌﺎﻁﻔـﺔ‬
‫ﻭﺍﻻﺤﺘﺭﺍﻡ)‪.(٧‬‬
‫‪Copyright © 2017.‬‬
‫‪copyright law.‬‬

‫‪-١٥٠-‬‬

‫‪EBSCO Publishing : eBook Arabic Collection Trial - printed on 4/4/2020 5:47 PM via MINISTÈRE DE L''EDUCATION‬‬
‫‪NATIONALE, DE LA FORMATION PROFESSIONNELLE‬‬
‫; ‪AN: 1945112‬‬ ‫;‪.‬‬
‫‪Account: ns063387‬‬
‫‪. All rights reserved. May not be reproduced in any form without permission from the publisher, except fair uses permitted under U.S. or applicable‬‬

‫ﻭﻓﻲ ﻜل ﺍﻻﺤﻭﺍل ﻓﺎﻥ ﻗﺩﺭﺓ ﺍﻹﻋﻼﻥ ﺍﻝﻤﻠﻭﻥ ﻋﻠﻰ ﺠﺫﺏ ﺍﻝﻤﺘﻠﻘـﻲ ﺘﻅـل‬
‫ﺩﺍﺌﻤﹰﺎ ﺃﻋﻠﻰ ﻤﻥ ﺍﻷﺒﻴﺽ ﻭﺍﻷﺴﻭﺩ‪ ،‬ﻻﻥ ﻗﺩﺭﺓ ﺍﻝﺘﺒﺎﻴﻥ ﻓﻲ ﺍﻷﻝـﻭﺍﻥ ﻋﻠـﻰ ﻝﻔـﺕ‬
‫ﻼ ﻴﺯﻴﺩ‬
‫ﺍﻻﻨﺘﺒﺎﻩ ﻜﺒﻴﺭﺓ ﺠﺩﺍﹰ‪،‬ﻓﻭﻀﻊ ﺍﻝﻠﻭﻥ ﺍﻷﺤﻤﺭ ﺒﺎﻝﻘﺭﺏ ﻤﻥ ﺍﻝﻠﻭﻥ ﺍﻷﺨﻀﺭ ﻤﺜ ﹰ‬
‫ﻤﻥ ﺸﺩﺓ ﺍﺨﻀﺭﺍﺭﻩ‪ ،‬ﻭﺍﻥ ﺍﻝﻜﺘﺎﺒﺔ ﺍﻝﺒﻴﻀﺎﺀ ﻋﻠﻰ ﺃﺭﻀﻴﺔ ﺴﻭﺩﺍﺀ ﺘﺠﻌﻠﻬـﺎ ﺃﺸـﺩ‬
‫ﻭﻀﻭﺤﺎﹰ‪ ،‬ﻭﺘﺘﻴﺢ ﺃﻓﻀل ﺭﺅﻴﺔ ﻤﻤﻜﻨﺔ‪ ،‬ﻭﺃﻥ ﻋﺭﺽ ﺍﻝﻠﻭﻥ ﺍﻝـﺫﻫﺒﻲ ﻝﺴـﻠﻌﺔ ﻤـﺎ‬
‫)‪(٨‬‬
‫ﺒﺨﻠﻔﻴﺔ ﺍﻝﺴﻤﺎﺀ ﺍﻝﺯﺭﻗﺎﺀ ﻴﺸﺩ ﺃﻨﺘﺒﺎﻩ ﺍﻝﻤﺘﻠﻘﻲ ﺒﺸﻜل ﻜﺒﻴﺭ‪.‬‬
‫ﻭﻓﻲ ﺩﺭﺍﺴﺔ ﺃﺠﺭﺘﻬﺎ ﺍﺤﺩﺉ ﺍﻝﺼﺤﻑ ﺍﻻﻤﺭﻴﻜﻴﺔ ﻭﺠﺩﺕ ﺃﻥ ﺍﻀﺎﻓﺔ ﺍﻝﻠـﻭﻥ‬
‫ﺇﻝﻰ ﺍﻹﻋﻼﻨﺎﺕ ﺃﺩﺕ ﺇﻝﻰ ﺯﻴﺎﺩﺓ ﺠﺫﺏ ﺍﻻﻨﺘﺒﺎﻩ ﺒﻴﻥ ﺍﻝﻘﺭﺍﺀ ﺍﻝﺫﻜﻭﺭ ﺒﻨﺴﺒﺔ ‪،%١٢٥‬‬
‫ﻭﺍﻝﻘﺎﺭﺌﺎﺕ ﺍﻻﻨﺎﺙ ﺒﻨﺴﺏ ‪ ،(٩)%٧٦‬ﻭﺘﺫﻫﺏ ﺍﻝﺩﺭﺍﺴﺎﺕ ﺇﻝﻰ ﺃﻥ ‪ %٥٤‬ﻤﻥ ﺍﻷﻓﺭﺍﺩ‬
‫ﺘﺸﺩﻫﻡ ﺍﻹﻋﻼﻨﺎﺕ ﺍﻝﻤﻠﻭﻨﺔ‪ ،‬ﻨﻅﺭﹰﺍ ﻻﺭﺘﺒﺎﻁ ﺍﻻﻝﻭﺍﻥ ﺒﻤﺸﺎﻋﺭ ﺍﻷﻓﺭﺍﺩ ﻭﺃﺤـﻭﺍﻝﻬﻡ‬
‫ﺍﻝﻨﻔﺴﻴﺔ‪ ،(١٠)،‬ﻭﺃﻥ ﺍﻹﻋﻼﻨﺎﺕ ﺍﻝﻤﻠﻭﻨﺔ ﺘﺠﺫﺏ ﺃﻨﺘﺒﺎﻩ ﻋﺩﺩ ﻜﺒﻴﺭ ﻤﻥ ﺍﻝﻘﺭﺍﺀ ﻗﺩ ﺘﺼل‬
‫ﻨﺴﺒﺘﻬﻡ ﺇﻝﻰ ‪ ،%٨٠‬ﻜﻤﺎ ﺃﻥ ﻤﺒﻴﻌﺎﺕ ﺍﻝﻤﻨﺘﺠﺎﺕ ﺍﻝﻤﻌﻠﻥ ﻋﻨﻬﺎ ﺘﺭﺘﻔﻊ ﺒﻤﺎ ﻴﺯﻴﺩ ﻋﻥ‬
‫‪ %٥٠‬ﻋﻨﺩ ﺍﺴﺘﺨﺩﺍﻡ ﺍﻷﻝﻭﺍﻥ‪ ،‬ﻭﺜﺒﺎﺕ ﻤﺤﺘﻭﻴﺎﺕ ﺍﻹﻋﻼﻥ ﻓﻲ ﺫﻫﻥ ﺍﻝﻘﺭﺍﺀ ﻴﺯﻴـﺩ‬
‫ﻤﻥ ‪ %٥٥‬ﺇﻝﻰ ‪ ،%٨٠‬ﻓﻲ ﺤﺎﻝﺔ ﺍﻹﻋﻼﻨﺎﺕ ﺍﻝﻤﻠﻭﻨﺔ‪ ..‬ﺇﻻ ﺃﻨﻪ ﻤﻥ ﺍﻝﻀـﺭﻭﺭﻱ‬
‫ﺍﻻﻨﺘﺒﺎﻩ ﺇﻝﻰ ﺃﻥ ﺍﺴﺘﺨﺩﺍﻡ ﻋﺩﺩ ﻜﺒﻴﺭ ﻤﻥ ﺍﻷﻝﻭﺍﻥ ﻴﺜﻴﺭ ﺍﻻﺭﺘﺒﺎﻙ‪ ،‬ﺍﻨﻪ ﻴﻜﻔﻲ ﺃﺴﺘﺨﺩﺍﻡ‬
‫ﻝﻭﻨﻴﻥ ﻤﺨﺘﻠﻔﻴﻥ ﻓﻲ ﺍﻝﻨﺹ‪ ،‬ﻭﻝﻭﻥ ﺃﺨﺭ ﻝﻠﺨﻠﻔﻴﺔ ﻻﺤﺩﺍﺙ ﺍﻷﺜﺭ ﺍﻝﻤﻁﻠﻭﺏ)‪.(١١‬‬
‫ﻭﻓﻴﻤﺎ ﻴﻠﻲ ﺃﻫﻡ ﺍﻝﻌﻼﻗﺎﺕ ﺍﻝﺘﺭﺍﺒﻁﻴﺔ ﺒﻴﻥ ﺍﻷﻝﻭﺍﻥ ﻭﺍﻝﺨﻠﻔﻴﺎﺕ ﺍﻝﻠﻭﻨﻴﺔ ﺍﻝﺘـﻲ‬
‫ﺘﺯﻴﺩ ﻤﻥ ﻓﺎﻋﻠﻴﺔ ﺍﻷﻝﻭﺍﻥ)‪:(١٢‬‬
‫ـ ﺍﻝﻠﻭﻥ ﺍﻻﺴﻭﺩ ﻭﺨﻠﻔﻴﺘﻪ ﺍﻝﻠﻭﻥ ﺍﻷﺼﻔﺭ ﻭﺒﺎﻝﻌﻜﺱ‪.‬‬
‫ـ ﺍﻝﻠﻭﻥ ﺍﻻﺴﻭﺩ ﻭﺨﻠﻔﻴﺘﻪ ﺍﻝﻠﻭﻥ ﺍﻷﺒﻴﺽ ﻭﺒﺎﻝﻌﻜﺱ‪.‬‬
‫ـ ﺍﻝﻠﻭﻥ ﺍﻷﺒﻴﺽ ﻭﺨﻠﻔﻴﺘﻪ ﺍﻝﻠﻭﻥ ﺍﻷﺨﻀﺭ ﻭﺒﺎﻝﻌﻜﺱ‪.‬‬
‫ـ ﺍﻝﻠﻭﻥ ﺍﻷﺤﻤﺭ ﻭﺨﻠﻔﻴﺘﻪ ﺍﻝﻠﻭﻥ ﺍﻷﺒﻴﺽ ﻭﺒﺎﻝﻌﻜﺱ‪.‬‬
‫ـ ﺍﻝﻠﻭﻥ ﺍﻷﺴﻭﺩ ﻭﺨﻠﻔﻴﺘﻪ ﺍﻝﻠﻭﻥ ﺍﻷﺨﻀﺭ ﻭﺒﺎﻝﻌﻜﺱ‪.‬‬
‫‪Copyright © 2017.‬‬
‫‪copyright law.‬‬

‫‪-١٥١-‬‬

‫‪EBSCO Publishing : eBook Arabic Collection Trial - printed on 4/4/2020 5:47 PM via MINISTÈRE DE L''EDUCATION‬‬
‫‪NATIONALE, DE LA FORMATION PROFESSIONNELLE‬‬
‫; ‪AN: 1945112‬‬ ‫;‪.‬‬
‫‪Account: ns063387‬‬
‫‪. All rights reserved. May not be reproduced in any form without permission from the publisher, except fair uses permitted under U.S. or applicable‬‬

‫ـ ﺍﻝﻠﻭﻥ ﺍﻷﺤﻤﺭ ﻭﺨﻠﻔﻴﺘﻪ ﺍﻝﻠﻭﻥ ﺍﻷﺨﻀﺭ ﻭﺒﺎﻝﻌﻜﺱ‪.‬‬

‫ـ ﺍﻝﻠﻭﻥ ﺍﻷﺼﻔﺭ ﻭﺨﻠﻔﻴﺘﻪ ﺍﻝﻠﻭﻥ ﺍﻻﺭﺠﻭﺍﻨﻲ ﻭﺒﺎﻝﻌﻜﺱ‪.‬‬
‫ﻭﻻ ﻴﻘﺘﺼﺭ ﺘﺄﺜﻴﺭ ﺍﻷﻝﻭﺍﻥ ﻋﻠﻰ ﺘﻭﻀﻴﺢ ﺍﻝﺭﺅﻴﺔ ﻭﺘﺸﻜﻴل ﺍﻻﺩﺭﺍﻙ ﻓﻘـﻁ‪،‬‬
‫ﻭﺍﻨﻤﺎ ﻴﺘﺠﺎﻭﺯ ﺫﻝﻙ ﺇﻝﻰ ﺍﻝﺘﺄﺜﻴﺭ ﻋﻠﻰ ﺍﻝﺤﺎﻝﺔ ﺍﻝﻨﻔﺴﻴﺔ ﻝﻸﻓﺭﺍﺩ‪ ،‬ﻜﺨﻠﻕ ﺤﺎﻝـﺔ ﻤـﻥ‬
‫ﺍﻝﻔﺭﺡ ﻭﺍﻝﺴﺭﻭﺭ‪ ،‬ﺃﻭ ﺍﻝﺤـﺯﻥ ﻭﺍﻝﻜﺄﺒـﺔ‪ ،‬ﺃﻭ ﺍﻻﻫﺘﻤـﺎﻡ ﻭﺍﻻﻨـﺩﻓﺎﻉ‪ ،‬ﺃﻭ ﺍﻝﻤﻠـل‬
‫ﻼ ﻴﺯﻴﺩ ﻤﻥ ﺩﺭﺠﺔ ﺍﻝﺸﺩ ﺍﻝﻌﺼﺒﻲ‪ ،‬ﻭﻴﻌﻁﻲ ﺍﺤﺴﺎﺴﹰﺎ‬
‫ﻭﺍﻝﺘﻘﺎﻋﺱ‪ ،‬ﻓﺎﻝﻠﻭﻥ ﺍﻷﺤﻤﺭ ﻤﺜ ﹰ‬
‫ﺒﺯﻴﺎﺩﺓ ﺍﻝﻘﻭﺓ ﺍﻝﻌﻀﻠﻴﺔ‪ ،‬ﻭﻴﺤﺎﺭﺏ ﺍﻻﺤﺴﺎﺱ ﺒﺎﻝﺘﻌﺏ‪ ،‬ﻭﻴﺭﻓﻊ ﻀﻐﻁ ﺍﻝﺩﻡ‪ ،‬ﻭﻴﻨﺸﻁ‬
‫ﺍﻝﻌﻤﻠﻴﺎﺕ ﺍﻝﻌﻘﻠﻴﺔ‪ ،‬ﻭﺍﻝﺤﺎﺠﺎﺕ ﺍﻝﻐﺭﻴﺯﻴﺔ ﻭﺍﻝﺸﻬﻭﺍﺕ ﻋﻠﻰ ﺃﺨﺘﻼﻑ ﺃﻨﻭﺍﻋﻬﺎ‪ ،‬ﻓﻬـﻭ‬
‫ﻝﻭﻥ ﺤﺎﺭ ﻭﻤﺒﻬﺞ‪ ،‬ﻭﺒﺎﻝﺘﺎﻝﻲ ﻓﺎﻨﻪ ﻴﻤﺘﻠﻙ ﺍﻝﻘﺩﺭﺓ ﻋﻠﻰ ﻤﻘﺎﻭﻤﺔ ﺍﻝﺤﺯﻥ ﻭﺍﻝﻜﺄﺒﺔ)‪.(١٣‬‬
‫ﻭﻋﻠﻰ ﺍﻝﺭﻏﻡ ﻤﻥ ﺍﻥ ﺍﺴﺘﺨﺩﺍﻡ ﺍﻷﻝﻭﺍﻥ ﻓﻲ ﺍﻹﻋﻼﻨﺎﺕ ﻴﺯﻴﺩ ﻤـﻥ ﺩﺭﺠـﺔ‬
‫ﺘﻜﻠﻔﺘﻪ‪ ،‬ﺃﻱ ﺘﻜﻠﻔﺔ ﺍﻹﻋﻼﻥ ﻤﻘﺎﺭﻨﺔ ﺒﺈﻋﻼﻨﺎﺕ ﺍﻝﻠﻭﻨﻴﻥ ﺍﻷﺒﻴﺽ ﻭﺍﻷﺴـﻭﺩ‪ ،‬ﺇﻻ ﺃﻥ‬
‫ﻫﻨﺎﻙ ﺘﺯﺍﻴﺩﹰﺍ ﻓﻲ ﺍﻻﻗﺒﺎل ﻋﻠﻰ ﺍﺴﺘﺨﺩﺍﻤﻬﺎ‪ ،‬ﻨﻅﺭﹰﺍ ﻝﻤﺎ ﺘﺤﻘﻘﻪ ﻤﻥ ﻤﺯﺍﻴـﺎ ﻭﻤﻨـﺎﻓﻊ‬
‫)‪(١٤‬‬
‫ﻴﻤﻜﻥ ﺘﺤﺩﻴﺩﻫﺎ ﻓﻲ ﺍﻷﺘﻲ‪:‬‬
‫‪١‬ــ ﻴﺅﺩﻱ ﺍﺴﺘﺨﺩﺍﻡ ﺍﻷﻝﻭﺍﻥ ﻓﻲ ﺍﻹﻋﻼﻨﺎﺕ ﺇﻝﻰ ﺯﻴﺎﺩﺓ ﺍﻻﻫﺘﻤﺎﻡ ﺒﻪ‪ ،‬ﺃﻱ‬
‫ﺯﻴﺎﺩﺓ ﺠﺫﺏ ﺍﻨﺘﺒﺎﻩ ﺍﻝﻤﺘﻠﻘﻲ ﺒﻤﺎ ﻴﺯﻴﺩ ﻤﻥ ﺩﺭﺠﺔ ﻓﺎﻋﻠﻴﺔ ﺍﻹﻋﻼﻥ‪.‬‬
‫‪ ٢‬ــ ﻴـﺅﺩﻱ ﺍﺴـﺘﺨﺩﺍﻡ ﺍﻷﻝـﻭﺍﻥ ﺇﻝـﻰ ﺍﻋﻁـﺎﺀ ﻜـل ﻋﻨﺼـﺭﻤﻥ‬
‫ﻋﻨﺎﺼﺭﺍﻝﺘﺼﻤﻴﻡ ﺃﻫﻤﻴﺘﻪ ﺍﻝﻤﻨﺎﺴﺒﺔ‪.‬‬
‫‪ ٣‬ــ ﺘﻀﻔﻲ ﺍﻷﻝﻭﺍﻥ ﺤﺎﻝﺔ ﻤﻥ ﺍﻝﻭﺍﻗﻌﻴﺔ ﻋﻥ ﺍﻝﻤﻨﺘﺠﺎﺕ ﺍﻝﻤﻌﻠـﻥ ﻋﻨﻬـﺎ‬
‫ﺘﺠﻌﻠﻬﺎ ﺘﻅﻬﺭ ﻓﻲ ﺼﻭﺭﺘﻬﺎ ﺍﻝﻁﺒﻴﻌﻴﺔ ﻭﺍﻝﺤﻘﻴﻘﻴﺔ‪ ،‬ﻭﻴﺒﺩﻭ ﺫﻝﻙ ﺃﻜﺜﺭ ﻭﻀﻭﺤﹰﺎ ﻓـﻲ‬
‫ﺒﻌﺽ ﺍﻝﺴﻠﻊ‪ ،‬ﻜﺎﻻﺯﻴﺎﺀ ﻭﺍﻝﻤﺠﻭﻫﺭﺍﺕ‪.‬‬
‫‪ ٤‬ــ ﺘﻌﺘﺒﺭ ﺍﻷﻝﻭﺍﻥ ﻭﺴﻴﻠﺔ ﻓﻌﺎﻝﺔ ﻝﻠﺘﻌﺭﻑ ﻋﻠﻰ ﺍﻝﻤﻨﺘﺞ ﺒﻴﺴﺭ ﻭﺴـﻬﻭﻝﺔ‬
‫ﻓﻲ ﺃﻤﺎﻜﻥ ﺍﻝﺒﻴﻊ‪ ،‬ﻜﺎﻝﻤﺘﺎﺠﺭ ﻭﻏﻴﺭﻫﺎ‪.‬‬
‫‪Copyright © 2017.‬‬
‫‪copyright law.‬‬

‫‪-١٥٢-‬‬

‫‪EBSCO Publishing : eBook Arabic Collection Trial - printed on 4/4/2020 5:47 PM via MINISTÈRE DE L''EDUCATION‬‬
‫‪NATIONALE, DE LA FORMATION PROFESSIONNELLE‬‬
‫; ‪AN: 1945112‬‬ ‫;‪.‬‬
‫‪Account: ns063387‬‬
‫‪. All rights reserved. May not be reproduced in any form without permission from the publisher, except fair uses permitted under U.S. or applicable‬‬

‫‪ ٥‬ــ ﻴﻌﺩ ﺍﺴﺘﺨﺩﺍﻡ ﺍﻷﻝﻭﺍﻥ ﻓﻲ ﺍﻹﻋﻼﻥ ﻭﺴﻴﻠﺔ ﺠﻴﺩﺓ ﻝﺘﻭﻀﻴﺢ ﻭﺍﺒـﺭﺍﺯ‬

‫ﺍﺴﻡ ﺍﻝﻌﻼﻤﺔ‪ ،‬ﺃﻭ ﺍﺴﻡ ﺍﻝﻤﻨﺘﺞ‪.‬‬
‫‪ ٦‬ــ ﻴﺨﻠﻕ ﺍﻻﺴﺘﺨﺩﺍﻡ ﺍﻷﻤﺜل ﺫﻭ ﺍﻝﺠﻭﺩﺓ ﺍﻝﻌﺎﻝﻴﺔ ﻝﻸﻝﻭﺍﻨﺎﺤﺴﺎﺴﹰﺎ ﺒﺄﻫﻤﻴﺔ‬
‫ﻭﺠﻭﺩﺓ ﺍﻝﻤﻨﺘﺞ ﺍﻝﻤﻌﻠﻥ ﻋﻨﻪ‪.‬‬
‫‪ ٧‬ــ ﺘﺴﻬﻡ ﺍﻷﻝﻭﺍﻥ ﻓﻲ ﺘﻘﻭﻴﺔ ﻋﻤﻠﻴﺔ ﺍﻝﺘﺫﻜﺭ ﻝﺩﻯ ﺍﻝﻤﺴـﺘﻬﻠﻙ ﻝﻠﻤﻨـﺘﺞ‬
‫ﺍﻝﻤﻌﻠﻥ ﻋﻨﻪ‪ ،‬ﻤﻥ ﺨﻼل ﺘﺤﺭﻴﻙ ﻭﺍﺜﺎﺭﺓ ﻋﻭﺍﻁﻑ ﻭﺃﻓﻜﺎﺭ ﻭﻫﻭﺍﺠﺱ ﻤﻌﻴﻨﺔ ﺘﺭﺘﺒﻁ‬
‫ﺒﺄﻝﻭﺍﻥ ﻤﺤﺩﺩﺓ‪.‬‬
‫‪ ٨‬ــ ﺘﻌﻤل ﺍﻷﻝﻭﺍﻥ ﻋﻠﻰ ﺍﺤﺩﺍﺙ ﺘﺄﺜﺭ ﻋﺎﻁﻔﻲ ﻋﻨﺩ ﺍﻝﻤﺴﺘﻬﻠﻜﻴﻥ ﻴـﺅﺩﻱ‬
‫ﺇﻝﻰ ﺘﺩﻋﻴﻡ ﺍﻝﻔﻜﺭﺓ ﺍﻹﻋﻼﻨﻴﺔ‪.‬‬

‫ﻤﺠﺎﻻﺕ ﺍﺴﺘﺨﺩﺍﻡ ﺍﻷﻝﻭﺍﻥ‪:‬‬

‫ﺘﺘﻌﺩﺩ ﻤﺠﺎﻻﺕ ﺍﺴﺘﺨﺩﺍﻡ ﺍﻷﻝﻭﺍﻥ ﻓﻲ ﺍﻹﻋﻼﻨﺎﺕ ﻤﻤـﺎ ﻴﺘـﻴﺢ ﻝﻤﺼـﻤﻤﻲ‬
‫ﺍﻹﻋﻼﻥ ﻓﺭﺹ ﺃﻜﺒﺭ ﻝﺘﻭﻅﻴﻑ ﺘﻠﻙ ﺍﻻﺴﺘﺨﺩﺍﻤﺎﺕ ﺒﺼﻭﺭﺓ ﺃﻓﻀل ﺒﻤﺎ ﻴﻌﻤل ﻋﻠﻰ‬
‫ﺘﺤﻘﻴﻕ ﺍﻷﺜﺭ ﺍﻝﻤﻁﻠﻭﺏ ﺍﻝﻺﻋﻼﻥ‪ ،‬ﻭﻗﺒل ﺃﻥ ﻨﺘﻌﺭﺽ ﻝﻜل ﻤﻨﻬـﺎ ﺒﺸـﻲﺀ ﻤـﻥ‬
‫ﺍﻝﺘﻔﺼﻴل ﻻﺒﺩ ﻤﻥ ﺍﻻﺸﺎﺭﺓ ﻫﻨﺎ ﺇﻝﻰ ﺍﻥ ﻫﺫﻩ ﺍﻻﺴﺘﺨﺩﺍﻤﺎﺕ ﻝﻸﻝﻭﺍﻥ ﺘﺘﻌﻠﻕ ﺍﺴﺎﺴـﹰﺎ‬
‫ﺒﺎﻹﻋﻼﻥ ﺍﻝﻤﻁﺒﻭﻉ‪ ،‬ﺴﻭﺍﺀ ﻜﺎﻥ ﺫﻝﻙ ﻓﻲ ﺍﻝﺠﺭﺍﺌﺩ‪ ،‬ﺃﻭ ﺍﻝﻤﺠـﻼﺕ‪ ،‬ﺃﻭ ﺇﻋﻼﻨـﺎﺕ‬
‫ﺍﻝﻁﺭﻕ‪ ،‬ﺃﻭ ﺍﻝﻤﻠﺼﻘﺎﺕ‪ ،‬ﺃﻭ ﺇﻋﻼﻨﺎﺕ ﻭﺴﺎﺌل ﺍﻝﺘﻨﻘل ﺍﻝﻤﺘﺤﺭﻜـﺔ‪ ،‬ﻭﺘﺸـﻤل ﺘﻠـﻙ‬
‫ﺍﻻﺴﺘﺨﺩﺍﻤﺎﺕ ﻤﺎ ﻴﻠﻲ‪:‬‬
‫‪ ١‬ــ ﺍﻝﺼﻭﺭ‪.‬‬
‫‪ ٢‬ــ ﻝﻼﺭﻀﻴﺎﺕ‪.‬‬
‫‪ ٣‬ــ ﺍﻝﻜﺘﺎﺒﺔ‪.‬‬
‫ﻭﻨﻔﺼل ﻝﻜل ﻤﻨﻬﺎ ﻓﻴﻤﺎ ﻴﻠﻲ‪:‬‬
‫‪Copyright © 2017.‬‬
‫‪copyright law.‬‬

‫‪-١٥٣-‬‬

‫‪EBSCO Publishing : eBook Arabic Collection Trial - printed on 4/4/2020 5:47 PM via MINISTÈRE DE L''EDUCATION‬‬
‫‪NATIONALE, DE LA FORMATION PROFESSIONNELLE‬‬
‫; ‪AN: 1945112‬‬ ‫;‪.‬‬
‫‪Account: ns063387‬‬
‫‪. All rights reserved. May not be reproduced in any form without permission from the publisher, except fair uses permitted under U.S. or applicable‬‬

‫‪ ١‬ــ ﺍﻝﺼﻭﺭ ﺍﻝﻤﻠﻭﻨﺔ‪:‬‬

‫ﺃﻜﺜﺭ ﻤﺎ ﺘﺴﺘﺨﺩﻡ ﺍﻷﻝﻭﺍﻥ ﺒﺼﺤﺒﺔ ﺍﻹﻋﻼﻨﺎﺕ ﻓﻲ ﺍﻝﺼﻭﺭ‪ ،‬ﻓﺎﻝﻤﻨﺘﺠﺎﺕ ﻫﻲ‬
‫ﻤﺎ ﻴﺭﺍﺩ ﺍﺒﺭﺍﺯﻩ ﻓﻲ ﺍﻹﻋﻼﻥ‪ ،‬ﻝﺫﺍ ﻓﺄﻥ ﻫﺫﻩ ﺍﻝﻤﻨﺘﺠﺎﺕ ﻭﺍﻝﺴﻠﻊ ﻫﻲ ﺍﻝﺘـﻲ ﺘﻜـﻭﻥ‬
‫ﻤﻭﻀﻊ ﺍﻫﺘﻤﺎﻡ ﺍﻝﻤﻌﻠﻥ‪ ،‬ﻭﻫﻲ ﻤﺎ ﻴﺘﻡ ﺍﻝﺘﺭﻜﻴﺯ ﻋﻠﻴﻪ ﻤﻥ ﺠﺎﻨﺒـﻪ‪ ،‬ﻭﺒﺎﻝﺘـﺎﻝﻲ ﺘـﺘﻡ‬
‫ﺍﺤﺎﻁﺘﻪ ﺒﻜل ﻋﻨﺎﺼﺭ ﺍﻝﺠﺫﺏ ﻭﺍﻻﺜﺎﺭﺓ ﺍﻝﺘﻲ ﻓﻲ ﻤﻘﺩﻤﺘﻬﺎ ﺍﻷﻝﻭﺍﻥ‪.‬‬
‫ﻭﺘﺴﺘﺨﺩﻡ ﺍﻷﻝﻭﺍﻥ ﻓﻲ ﻜل ﺃﻨﻭﺍﻉ ﺍﻝﺼﻭﺭ ﺴﻭﺍﺀ ﻜﺎﻨﺕ ﺼﻭﺭ ﺍﻷﺸـﺨﺎﺹ‪،‬‬
‫ﺃﻭﺼﻭﺭ ﺍﻝﻤﻨﺘﺠﺎﺕ ﻭﺍﻝﺴﻠﻊ‪ ،‬ﻭﺍﻝﺨﺩﻤﺎﺕ ﺍﻝﻤﻌﻠﻥ ﻋﻨﻬﺎ‪.‬‬
‫‪ ٢‬ــ ﺍﻷﺭﻀﻴﺎﺕ ﺍﻝﻤﻠﻭﻨﺔ ‪:‬‬
‫ﺘﺴﺘﺨﺩﻡ ﺍﻷﻝﻭﺍﻥ ﺃﻴﻀﺎﹰ ﻓﻲ ﺃﺭﻀﻴﺎﺕ ﺍﻹﻋﻼﻨﺎﺕ ﺒﺤﻴﺙ ﺘﺸﻜل ﺨﻠﻔﻴﺔ ﺯﺍﻫﻴﺔ‬
‫ﻝﻠﻨﺹ ﺍﻹﻋﻼﻨﻲ ﻴﺴﻬﻡ ﻓﻲ ﺯﻴﺎﺩﺓ ﺠﺫﺏ ﺍﻝﻤﺘﻠﻘﻲ‪ ،‬ﻭﺘﻌﻤل ﺍﻻﺭﻀﻴﺎﺕ ﺍﻝﻤﻠﻭﻨﺔ ﻋﻠﻰ‬
‫ﺨﻠﻕ ﺤﺎﻝﺔ ﻤﻥ ﺍﻝﺘﺒﺎﻴﻥ ﺘﺴﺎﻋﺩ ﻓﻲ ﺍﺒﺭﺍﺯ ﺍﻹﻋﻼﻥ ﺒﺼﻭﺭﺓ ﺃﻜﺜﺭ ﻭﻀﻭﺤﺎﹰ‪ ،‬ﺨﺎﺼﺔ‬
‫ﻋﻨﺩﻤﺎ ﻴﺘﻡ ﺃﺴﺘﺨﺩﺍﻡ ﺃﻝﻭﺍﻥ ﻓﻲ ﺍﻝﻜﺘﺎﺒﺔ ﺘﻜـﻭﻥ ﻤﻐـﺎﻴﺭﺓ ﻝﻠـﻭﻥ ﺍﻝﻤﺴـﺘﺨﺩﻡ ﻓـﻲ‬
‫ﺍﻷﺭﻀﻴﺎﺕ‪.‬‬
‫‪ ٣‬ــ ﺍﻝﻜﺘﺎﺒﺔ ﺍﻝﻤﻠﻭﻨﺔ‪:‬‬
‫ﺘﻠﺠﺄ ﺒﻌﺽ ﺍﻝﺼﺤﻑ ﻓﻲ ﺍﺤﻴﺎﻥ ﻜﺜﻴﺭﺓ ﺇﻝـﻰ ﻜﺘﺎﺒـﺔ ﺍﻝﻜﻠﻤـﺎﺕ ﻭﺍﻝﺠﻤـل‬
‫ﺍﻝﻤﺴﺘﺨﺩﻤﺔ ﻓﻲ ﺍﻹﻋﻼﻥ ﺒﺨﻁﻭﻁ ﻤﻠﻭﻨﺔ‪ ،‬ﺨﺎﺼﺔ ﻋﻨﺩﻤﺎ ﺘﻜـﻭﻥ ﺘﻠـﻙ ﺍﻝﻜﻠﻤـﺎﺕ‬
‫ﻭﺍﻝﺠﻤل ﻫﻲ ﺍﻝﻤﻁﻠﻭﺏ ﺍﻝﺘﺭﻜﻴﺯ ﻋﻠﻴﻪ‪ ،‬ﻜﺄﻥ ﺘﺘﻀﻤﻥ ﻭﻋﻭﺩ ﻤﻌﻴﻨﺔ ﻝﻠﻤﺴﺘﻬﻠﻙ ﻤﺜﻼﹰ‪،‬‬
‫ﻭﺘﻜﻭﻥ ﺍﻝﻜﻠﻤﺎﺕ ﻓﻲ ﻫﺫﻩ ﺍﻝﺤﺎﻝﺔ ﺃﻜﺜﺭ ﺃﻫﻤﻴﺔ ﻤﻥ ﺒﻘﻴﺔ ﺍﻝﻌﻨﺎﺼﺭ ﺍﻝـﻲ ﻴﺘﻀـﻤﻨﻬﺎ‬
‫ﺍﻹﻋﻼﻥ‪ ،‬ﻭﻝﺫﻝﻙ ﻓﺈﻨﻨﺎ ﻨﻼﺤﻅ ﻓﻲ ﺒﻌﺽ ﺍﻷﺤﻴﺎﻥ ﻅﻬﻭﺭ ﻋﺩﺩ ﻤﻥ ﺍﻹﻋﻼﻨﺎﺕ ﻓﻲ‬
‫ﺍﻝﺼﺤﻑ ﻜﺘﺒﺕ ﻜﻠﻤﺎﺕ ﻨﺼﻭﺼﻬﺎ ﺒﺄﻝﻭﺍﻥ ﻓﺎﻗﻌـﺔ ﺩﻭﻥ ﺍﺴـﺘﺨﺩﺍﻡ ﻝﻠﺼـﻭﺭ‪ ،‬ﺃﻭ‬
‫ﺍﺴﺘﺨﺩﺍﻤﻬﺎ ﺃﺤﻴﺎﻨﹰﺎ‪.‬‬
‫‪Copyright © 2017.‬‬
‫‪copyright law.‬‬

‫‪-١٥٤-‬‬

‫‪EBSCO Publishing : eBook Arabic Collection Trial - printed on 4/4/2020 5:47 PM via MINISTÈRE DE L''EDUCATION‬‬
‫‪NATIONALE, DE LA FORMATION PROFESSIONNELLE‬‬
‫; ‪AN: 1945112‬‬ ‫;‪.‬‬
‫‪Account: ns063387‬‬
. All rights reserved. May not be reproduced in any form without permission from the publisher, except fair uses permitted under U.S. or applicable

‫ﻭﻓﻲ ﻜل ﺍﻷﺤﻭﺍل ﻓﺈﻥ ﺍﻝﻜﺘﺎﺒﺔ ﺍﻝﻤﻠﻭﻨﺔ ﻭﺴﻁ ﻤـﺎﺩﺓ ﺼـﺤﻔﻴﺔ ﺒـﺎﻷﺒﻴﺽ‬

‫ ﻭﺒﺎﻝﺘﺎﻝﻲ‬،‫ﻭﺍﻷﺴﻭﺩ ﺘﺴﻬﻡ ﺒﺸﻜل ﻜﺒﻴﺭ ﻓﻲ ﻝﻔﺕ ﺃﻨﺘﺒﺎﻩ ﺍﻝﻌﻴﻥ ﺇﻝﻰ ﺍﻝﻨﺹ ﺍﻹﻋﻼﻨﻲ‬
.‫ﺍﻤﻜﺎﻨﻴﺔ ﺃﺤﺩﺍﺙ ﺍﻝﺘﺄﺜﻴﺭ ﻋﻠﻰ ﺍﻝﻤﺘﻠﻘﻲ ﻤﻥ ﺠﺎﻨﺏ ﺍﻝﻤﻌﻠﻥ‬
Copyright © 2017.
copyright law.

-١٥٥-

EBSCO Publishing : eBook Arabic Collection Trial - printed on 4/4/2020 5:47 PM via MINISTÈRE DE L''EDUCATION
NATIONALE, DE LA FORMATION PROFESSIONNELLE
AN: 1945112 ; .;
Account: ns063387
‫‪. All rights reserved. May not be reproduced in any form without permission from the publisher, except fair uses permitted under U.S. or applicable‬‬

‫ﺍﻝﻤﺴﺎﺤﺔ ﻭﺍﻝﺤﺠﻡ‬

‫ﺘﻤﺜل ﻤﺴﺎﺤﺔ ﺍﻹﻋﻼﻨﺎﺕ ﺍﺤﺩﻯ ﺃﻫﻡ ﻤﻌﺎﻴﻴﺭ ﻗﻴﺎﺱ ﺤﺠﻡ ﺍﻝﻨﺸﺎﻁ ﺍﻹﻋﻼﻨﻲ‬
‫ﻓﻲ ﺃﻱ ﻤﺠﺘﻤﻊ‪ ،‬ﺍﺫ ﻻﻴﻤﻜﻨﻨﺎ ﺍﻝﺘﻌﺭﻑ ﻋﻠﻰ ﻜﺜﺎﻓﺔ ﺍﻝﻨﺸﺭ ﺍﻹﻋﻼﻨﻲ ﻓﻲ ﺃﻴﺔ ﻭﺴـﻴﻠﺔ‬
‫ﺇﻋﻼﻨﻴﺔ ﺩﻭﻥ ﻗﻴﺎﺱ ﺍﻝﻤﺴﺎﺤﺔ ﺍﻝﺘﻲ ﺘﺤﺘﻠﻬﺎ ﺍﻹﻋﻼﻨﺎﺕ ﻓﻴﻬﺎ‪ ،‬ﻭﺫﻝﻙ ﺒﻐﺽ ﺍﻝﻨﻅـﺭ‬
‫ﻋﻥ ﺍﻝﻭﺴﻴﻠﺔ ﺍﻹﻋﻼﻨﻴﺔ‪.‬‬
‫ﻓﻔﻲ ﺍﻝﺠﺭﺍﺌﺩ ﻴﺘﻡ ﺍﺴﺘﺨﺩﺍﻡ ﻤﻘﻴﺎﺱ ﺍﻝﺴﻨﺘﻴﻤﺘﺭ ﺍﻝﻌﻤـﻭﺩ‪ ،‬ﺃﻱ ﻗﻴـﺎﺱ ﻁـﻭل‬
‫ﺍﻹﻋﻼﻥ ﺒﺎﻝﺴﻨﺘﻴﻤﺘﺭ ﻭﻀﺭﺒﻪ ﻓﻲ ﻋﺩﺩ ﺍﻷﻋﻤﺩﺓ ﺍﻝﻲ ﻨﺸﺭ ﻋﻠﻴﻬﺎ‪ ،‬ﺃﻤﺎ ﻓﻲ ﺍﻝﻤﺠﻼﺕ‬
‫ﻓﺎﻨﻨﺎ ﻨﺴﺘﺨﺩﻡ ﻤﻘﻴﺎﺱ ﺭﺒﻊ ﺍﻝﺼﻔﺤﺔ‪ ،‬ﺃﻭ ﻨﺼﻑ ﺍﻝﺼﻔﺤﺔ‪ ،‬ﺃﻭ ﺍﻝﺼﻔﺤﺔ ﺍﻝﻜﺎﻤﻠﺔ‪.‬‬
‫ﻭﻴﺘﻡ ﻓﻲ ﺍﻻﺫﺍﻋﺘﻴﻥ ﺍﻝﻤﺴﻤﻭﻋﺔ ﻭﺍﻝﻤﺭﺌﻴﺔ ﺍﺴﺘﺨﺩﺍﻡ ﻭﺤﺩﺓ ﺍﻝـﺯﻤﻥ‪ ،‬ﺤﻴـﺙ‬
‫ﺘﺴﺘﺨﺩﻡ ﺍﻝﺜﺎﻨﻴﺔ ﻝﻘﻴﺎﺱ ﺍﻝﻤﺴﺎﺤﺔ ﺍﻝﺯﻤﻨﻴﺔ ﺍﻝﺘﻲ ﺍﺤﺘﻠﺘﻬﺎ ﺍﻹﻋﻼﻨﺎﺕ‪ ،‬ﻭﻴﻌـﺩ ﺤﺠـﻡ‬
‫ﺍﻹﻋﻼﻥ ﻭﻤﺴﺎﺤﺘﻪ ﻋﻨﺼﺭﹰﺍ ﻫﺎﻤ ﹰﺎ ﻤﻥ ﻋﻨﺎﺼﺭ ﺠﺫﺏ ﺍﻻﻨﺘﺒـﺎﻩ‪ ،‬ﻓﻜﻠﻤـﺎ ﺍﺯﺩﺍﺩﺕ‬
‫ﻤﺴﺎﺤﺔ ﺍﻹﻋﻼﻥ ﻜﻠﻤﺎ ﺯﺍﺩﺕ ﻗﺩﺭﺘﻪ ﻋﻠﻰ ﻝﻔﺕ ﺍﻨﺘﺒﺎﻩ ﺍﻝﻤﺘﻠﻘﻲ‪.‬‬
‫ﻭﻗﺩ ﺃﻜﺩﺕ ﺍﻝﻌﺩﻴﺩ ﻤﻥ ﺍﻝﺩﺭﺍﺴﺎﺕ ﺍﻝﺘﻲ ﺍﺠﺭﻴﺕ ﺤﻭل ﻫﺫﺍ ﺍﻝﻤﻭﻀـﻭﻉ ﺃﻥ‬
‫ﺯﻴﺎﺩﺓ ﺍﻝﻤﺴﺎﺤﺔ ﺍﻝﻤﺨﺼﺼﺔ ﻝﻺﻋﻼﻥ ﺘﺴﺎﻫﻡ ﻓﻲ ﺯﻴـﺎﺩﺓ ﻋـﺩﺩ ﺍﻷﻓـﺭﺍﺩ ﺍﻝـﺫﻴﻥ‬
‫ﻴﺸﺎﻫﺩﻭﻨﻪ‪ ،‬ﺃﻭ ﻴﻘﺭﺃﻭﻨﻪ‪ ،‬ﻭﻓﻲ ﻫﺫﺍ ﺍﻻﻁﺎﺭ ﻓﺈﻥ ﻋﻠﻰ ﺍﻝﻤﻌﻠﻨﻴﻥ ﺃﻥ ﻴﻔﺎﻀﻠﻭﺍ ﺒـﻴﻥ‬
‫ﺘﻜﺭﺍﺭ ﻨﺸﺭ ﺇﻋﻼﻨﺎﺕ ﺼﻐﻴﺭﺓ ﺍﻝﺤﺠﻡ‪ ،‬ﻭﺫﺍﺕ ﻤﺴﺎﺤﺔ ﻤﺤﺩﻭﺩﺓ‪ ،‬ﺃﻭ ﻨﺸﺭ ﺇﻋﻼﻨﺎﺕ‬
‫ﻓﻲ ﻤﺴﺎﺤﺎﺕ ﻜﺒﻴﺭﺓ‪ ،‬ﻭﻝﻤﺭﺍﺕ ﻤﺤﺩﻭﺩﺓ‪.‬‬
‫ﻭﻗﺩ ﺍﺴﻔﺭﺕ ﺍﻝﺩﺭﺍﺴﺎﺕ ﺍﻝﺘﻴﺄﺠﺭﻴﺕ ﺒﺎﻝﺨﺼﻭﺹ ﺃﻥ ﺍﻹﻋﻼﻥ ﻓﻲ ﺼـﻔﺤﺔ‬
‫ﻼ ﻋﻥ ﺘﺄﺜﻴﺭﻩ ﻓﻲ ﺯﻴﺎﺩﺓ ﻗﻭﺓ ﺍﻹﻋﻼﻥ ﻜﻤﺜﻴﺭ ﺃﻭ ﻤﻨﺒﻪ ﻭﺒﺎﻝﺘﺎﻝﻲ ﺯﻴـﺎﺩﺓ‬
‫ﻜﺎﻤﻠﺔ‪ ،‬ﻓﻀ ﹰ‬
‫ﺩﺭﺠﺔ ﺍﻷﻨﺘﺒﺎﻩ ﻓﺎﻨﻪ ﻴﻀﻔﻲ ﺒﻌﺽ ﺍﻝﻤﻤﻴﺯﺍﺕ ﺍﻷﺨﺭﻯ‪ ،‬ﻤﺜل ﺍﻝﻤﻜﺎﻨﺔ ﻭﺍﻝﺴﻤﻌﺔ ﺍﻝﺘﻲ‬
‫‪Copyright © 2017.‬‬
‫‪copyright law.‬‬

‫‪-١٥٦-‬‬

‫‪EBSCO Publishing : eBook Arabic Collection Trial - printed on 4/4/2020 5:47 PM via MINISTÈRE DE L''EDUCATION‬‬
‫‪NATIONALE, DE LA FORMATION PROFESSIONNELLE‬‬
‫; ‪AN: 1945112‬‬ ‫;‪.‬‬
‫‪Account: ns063387‬‬
‫‪. All rights reserved. May not be reproduced in any form without permission from the publisher, except fair uses permitted under U.S. or applicable‬‬

‫ﻴﺤﺼل ﻋﻠﻴﻬﺎ ﺍﻝﻤﻌﻠﻥ‪ ،‬ﻭﺍﻤﻜﺎﻨﻴﺔ ﻋﺭﺽ ﺍﻝﺭﺴﻭﻡ ﻭﺍﻝﺼﻭﺭ ﻭﺍﻷﻋﻤﺎل ﺍﻝﻔﻨﻴﺔ ﺒﺸﻜل‬
‫ﺃﻜﺒﺭ ﻭﺃﻭﻀﺢ ﻤﻤﺎ ﻝﻭ ﻨﺸﺭ ﻓﻲ ﻨﺼﻑ ﺼﻔﺤﺔ‪.‬‬
‫ﺃﻤﺎ ﺒﺎﻝﻨﺴﺒﺔ ﻝﻺﻋﻼﻨﺎﺕ ﺍﻝﻤﺴﻤﻭﻋﺔ ﻭﺍﻝﻤﺭﺌﻴﺔ ﻓﺈﻥ ﺍﻝﺤﺠﻡ ﻭﺍﻝﻤﺴﺎﺤﺔ ﻴﻌﺒـﺭ‬
‫ﻋﻨﻪ ﺒﺎﻝﻭﻗﺕ ﺍﻝﻤﺨﺼﺹ ﻝﻺﻋﻼﻥ‪ ،‬ﻭﻜﻠﻤﺎ ﻁﺎﻝﺕ ﻤﺩﺓ ﺍﻹﻋﻼﻥ ﻋﻴـﺭ ﻤﺴـﺎﺤﺎﺕ‬
‫ﺯﻤﻨﻴﺔ ﻤﺘﻘﻁﻌﺔ ﻭﻏﻴﺭ ﻤﺘﻭﺍﺼﻠﺔ ﻜﻠﻤﺎ ﺯﺍﺩ ﺫﻝﻙ ﻤﻥ ﺍﺤﺘﻤﺎل ﻤﺸﺎﻫﺩﺘﻪ ﻭﺍﻻﺴـﺘﻤﺎﻉ‬
‫ﺇﻝﻴﻪ ﻤﻥ ﻗﺒل ﺍﻝﻤﺘﻠﻘﻲ‪.‬‬
‫ﻭﻜﺫﻝﻙ ﺍﻷﻤﺭ ﺃﻴﻀﹰﺎ ﺒﺎﻝﻨﺴﺒﺔ ﻹﻋﻼﻨﺎﺕ ﺍﻝﻁﺭﻕ ﻭﺍﻝﻤﻠﺼـﻘﺎﺕ ﻭﺍﻝﻠﻭﺤـﺎﺕ‬
‫ﻭﻭﺴﺎﺌﻁ ﺍﻝﻨﻘل ﺍﻝﺘﻲ ﺘﺯﺩﺍﺩ ﺩﺭﺠﺔ ﺍﻻﻨﺘﺒﺎﻩ ﺍﻝﻴﻬﺎ ﻜﻠﻤـﺎ ﻜﺒـﺭ ﺤﺠﻤﻬـﺎ‪ ،‬ﻭﺯﺍﺩﺕ‬
‫ﻤﺴﺎﺤﺘﻬﺎ)‪.(١٥‬‬
‫ﻭﻨﻅﺭﹰﺍ ﻻﺭﺘﻔﺎﻉ ﻜﻠﻔﺔ ﺍﻹﻋﻼﻨﺎﺕ ﺍﻝﺘﻲ ﺘﻨﺸﺭ ﻋﻠﻰ ﻤﺴﺎﺤﺎﺕ ﻭﺍﺴـﻌﺔ ﻓـﻲ‬
‫ﺍﻝﺼﺤﻑ‪ ،‬ﺃﻭ ﺘﻠﻙ ﺍﻝﺘﻲ ﺘﺤﺘل ﺯﻤﻨﹰﺎ ﺃﻁﻭل ﻓﻲ ﺍﻻﺫﺍﻋﺘﻴﻥ ﺍﻝﻤﺴﻤﻭﻋﺔ ﻭﺍﻝﻤﺭﺌﻴﺔ ﻓﺈﻥ‬
‫ﺍﻝﻤﻨﺘﺠﻴﻥ ﺍﻝﻜﺒﺎﺭ ﻭﺫﻭﻱ ﺍﻻﻤﻜﺎﻨﻴﺎﺕ ﺍﻝﻤﺎﻝﻴﺔ ﺍﻝﻬﺎﺌﻠﺔ ﻫﻡ ﺍﻷﻜﺜﺭ ﻗﺩﺭﺓ ﻤﻥ ﻏﻴـﺭﻫﻡ‬
‫ﻤﻥ ﺍﻝﻤﻌﻠﻨﻴﻥ ﻋﻠﻰ ﺤﺠﺯ ﻤﺴﺎﺤﺎﺕ ﻭﺃﻭﻗﺎﺕ ﺃﻜﺒﺭ ﻓﻲ ﻭﺴﺎﺌل ﺍﻹﻋﻼ ﻥ ﺍﻝﻤﺨﺘﻠﻔﺔ‪.‬‬
‫ﻭﺒﺎﻻﻀﺎﻓﺔ ﺇﻝﻰ ﺫﻝﻙ ﻫﻨﺎﻙ ﻋﺩﺩ ﻤﻥ ﺍﻻﻋﺘﺒﺎﺭﺕ ﺍﻝﻲ ﺘﺅﺜﺭ ﻋﻠﻰ ﻤﺴـﺎﺤﺔ‬
‫ﺍﻹﻋﻼﻥ ﻤﻥ ﺃﻫﻤﻬﺎ‪:‬‬

‫‪ ١‬ــ ﻁﻭل ﺍﻝﻨﺹ ﺍﻹﻋﻼﻨﻲ‪:‬‬

‫ﻴﺅﺜﺭ ﻋﺩﺩ ﺍﻝﻜﻠﻤﺎﺕ ﻭﺍﻝﺠﻤل ﻭﺍﻝﺴﻁﻭﺭ ﺍﻝﻲ ﻴﺘﻀﻤﻨﻬﺎ ﺍﻝـﻨﺹ ﺍﻹﻋﻼﻨـﻲ‬
‫ﺘﺄﺜﻴﺭﹰﺍ ﻜﺒﻴﺭﹰﺍ ﻋﻠﻰ ﺍﻝﻤﺴﺎﺤﺔ ﺍﻝﻜﻠﻴﺔ ﻝﻺﻋﻼﻥ‪ ،‬ﻓﻜﻠﻤﺎ ﺯﺍﺩ ﻋﺩﺩ ﺍﻝﻜﻠﻤـﺎﺕ ﺍﻝﻤﻜﻭﻨـﺔ‬
‫ﻝﻠﻨﺹ ﺍﻹﻋﻼﻨﻲ ﺃﺩﻯ ﻝﻙ ﺇﻝﻰ ﺯﻴﺎﺩﺓ ﺍﻝﻤﺴﺎﺤﺔ ﺍﻝﻭﺭﻗﻴﺔ‪ ،‬ﺃﻭ ﺍﻝﺯﻤﻨﻴﺔ ﻝﻺﻋﻼﻥ‪ ،‬ﺃﻤﺎ‬
‫ﺍﺫﺍ ﻗل ﻋﺩﺩ ﺍﻝﻜﻠﻤﺎﺕ ﺍﻝﺘﻲ ﻴﺘﻜﻭﻥ ﻤﻨﻬﺎ ﺍﻹﻋﻼﻥ ﻓﺎﻥ ﺫﻝﻙ ﺴﻴﺴﻬﻡ ﻓﻲ ﺍﻝﻐﺎﻝﺏ ﻓﻲ‬
‫ﺘﻘﻠﻴﺹ ﻤﺴﺎﺤﺔ ﺍﻹﻋﻼﻥ‪ ،‬ﻤﻊ ﻤﻼﺤﻅﺔ ﻭﺠﻭﺩ ﺒﻌﺽ ﺍﻻﺴﺘﺜﻨﺎﺀﺍﺕ‪ ،‬ﻜﺭﻏﺒﺔ ﺍﻝﻤﻌﻠﻥ‬
‫‪Copyright © 2017.‬‬
‫‪copyright law.‬‬

‫‪-١٥٧-‬‬

‫‪EBSCO Publishing : eBook Arabic Collection Trial - printed on 4/4/2020 5:47 PM via MINISTÈRE DE L''EDUCATION‬‬
‫‪NATIONALE, DE LA FORMATION PROFESSIONNELLE‬‬
‫; ‪AN: 1945112‬‬ ‫;‪.‬‬
‫‪Account: ns063387‬‬
‫‪. All rights reserved. May not be reproduced in any form without permission from the publisher, except fair uses permitted under U.S. or applicable‬‬

‫ﻓﻲ ﺤﺠﺯ ﻤﺴﺎﺤﺔ ﻜﺒﻴﺭﺓ ﺒﻐﺽ ﺍﻝﻨﻅﺭ ﻋﻥ ﻁﻭل ﺍﻝﻨﺹ ﺍﻹﻋﻼﻨﻲ‪ ،‬ﺴﻌﻴﹰﺎ ﻤﻨﻪ ﺍﻝﻰ‬
‫ﺯﻴﺎﺩﺓ ﻝﻔﺕ ﺍﻨﺘﺒﺎﻩ ﺍﻝﻤﺘﻠﻘﻲ‪ ،‬ﻭﻫﻭ ﻤﺎ ﻨﻼﺤﻅﻪ ﺍﺤﻴﺎﻨﹰﺎ ﻓﻲ ﺒﻌﺽ ﺍﻝﺼﺤﻑ‪،‬ﺤﻴﺙ ﻴﻘﻭﻡ‬
‫ﺍﻝﻤﻌﻠﻥ ﺒﺤﺠﺯ ﺼﻔﺤﺔ ﻜﺎﻤﻠﺔ ﻝﻨﺸﺭ ﺇﻋﻼﻥ ﻴﺘﻜﻭﻥ ﻤﻥ ﺒﻀﻌﺔ ﻜﻠﻤﺎﺕ‪.‬‬
‫ﻜﻤﺎ ﻗﺩﺘﺘﺩﺨل ﺍﻝﻭﺴﻴﻠﺔ ﺍﻝﻤﻌﻠﻨﺔ ﻓﻲ ﺒﻌﺽ ﺍﻻﺤﻴﺎﻥ ﻓـﻲ ﺘﺤﺩﻴـﺩ ﻤﺴـﺎﺤﺔ‬
‫ﺍﻹﻋﻼﻥ‪ ،‬ﺒﻐﺽ ﺍﻝﻨﻅﺭ ﻋﻥ ﻁﻭل ﺍﻝﻨﺹ ﺍﻹﻋﻼﻨﻲ‪ ،‬ﻓﺈﺫﺍ ﻜﺎﻥ ﻫﻨﺎﻙ ﺇﻋـﻼﻥ ـ‬
‫ﻋﻠﻰ ﺴﺒﻴل ﺍﻝﻤﺜﺎل ـ ﻤﻌﺩ ﻝﻠﻨﺸﺭ ﻓﻲ ﺃﺤﺩﻯ ﺍﻝﻤﺠﻼﺕ‪ ،‬ﻭﻫﻭ ﻴﻤﻜـﻥ ﺍﻥ ﻴﺸـﻐل‬
‫ﺠﺯﺀ ﻜﺒﻴﺭ ﻤﻥ ﺍﺭﺘﻔﺎﻉ ﻋﻤﻭﺩ ﻝﻜﻨﻪ ﻻ ﻴﻤﻸﻩ ﺘﻤﺎﻤﺎﹰ‪ ،‬ﻭﺘﺭﻓﺽ ﺍﻝﻤﺠﻠﺔ ﺍﻻ ﺃﻥ ﺘﺒﻴﻌﻪ‬
‫ﻼ ﺩﻭﻥ ﺘﺠﺯﺌﺔ‪ ،‬ﻓﻔﻲ ﻫﺫﻩ ﺍﻝﺤﺎﻝﺔ ﻓﺈﻥ ﻤﺼﻤﻡ ﺍﻹﻋﻼﻥ ﻋﻠﻴﻪ ﺍﻥ ﻴﺘﺩﺨل ﻝﻴﺠﻌل‬
‫ﻜﺎﻤ ﹰ‬
‫ﺍﻹﻋﻼﻥ ﻴﺸﻐل ﻜل ﻤﺴﺎﺤﺔ ﺍﻝﻌﻤﻭﺩ ﺍﻝﺘﻲ ﻻ ﻴﻤﻜﻥ ﺘﺠﺯﺌﺘﻬﺎ‪ ،‬ﻭﻫﻭ ﻤﺎ ﻴﻨﺘﺞ ﻋﻨـﻪ‬
‫ﺍﺭﺘﻔﺎﻉ ﻤﺴﺎﺤﺔ ﺍﻹﻋﻼﻥ)‪.(١٦‬‬

‫‪ ٢‬ــ ﻤﻀﻤﻭﻥ ﺍﻹﻋﻼﻥ‪:‬‬

‫ﺘﺘﻔﻭﻕ ﺒﻌﺽ ﺍﻹﻋﻼﻨﺎﺕ ﻋﻥ ﻏﻴﺭﻫﺎ ﻓﻲ ﺍﻝﻤﺴﺎﺤﺔ ﺍﻝﺘﻲ ﺘﺤﺘﻠﻬﺎ‪ ،‬ﻓﺈﻋﻼﻨﺎﺕ‬
‫ﺒﻌﺽ ﺍﻝﺴﻠﻊ ﻭﺍﻝﺨﺩﻤﺎﺕ ﺘﺘﻁﻠﺏ ﺤﺠﺯ ﻤﺴﺎﺤﺎﺕ ﺃﻜﺒﺭ ﻤﻥ ﻏﻴﺭﻫﺎ‪ ،‬ﻭﻤﻥ ﺫﻝﻙ ﻓﺎﻥ‬
‫ﻼ ـ ﺘﺤﺘل ﻤﺴﺎﺤﺎﺕ ﻜﺒﻴﺭﺓ ﻓﻲ ﺍﻝﺼﺤﻑ‪ ،‬ﺒﻌﻜﺱ‬
‫ﺇﻋﻼﻨﺎﺕ ﺍﻝﺴﻠﻊ ﺍﻝﻤﻌﻤﺭﺓ ـ ﻤﺜ ﹰ‬
‫ﺍﻝﺴﻠﻊ ﺍﻻﺴﺘﻬﻼﻜﻴﺔ‪ ،‬ﻭﻫﻭ ﻤﺎ ﺘﻭﺼﻠﺕ ﺍﻝﻴﻪ ﻓﻲ ﺩﺭﺍﺴﺔ ﺴﺎﺒﻘﺔ‪ ،‬ﺤﻴـﺙ ﺘﺘﻀـﻤﻥ‬
‫ﺇﻋﻼﻨﺎﺕ ﺍﻝﺴﻠﻊ ﺍﻝﻤﻌﻤﺭﺓ ـ ﻋﺎﺩﺓ ـ ﺸﺭﻭﺤﹰﺎ ﻭﺍﻓﻴﺔ‪ ،‬ﻭﻤﻌﻠﻭﻤـﺎﺕ ﻜﺎﻤﻠـﺔ ﻋـﻥ‬
‫ﺍﻝﺴﻠﻌﺔ ﻭﻤﺯﺍﻴﺎﻫﺎ‪ ،‬ﻭﺃﺴﺎﻝﻴﺏ ﻤﺘﻌﺩﺩﺓ ﻝﻼﻗﻨﺎﻉ‪ ،‬ﺫﻝﻙ ﺍﻥ ﻗﺭﺍﺭ ﺍﻝﺸﺭﺍﺀ ﻓﻲ ﻫﺫﺍ ﺍﻝﻨﻭﻉ‬
‫ﻤﻥ ﺍﻝﺴﻠﻊ ـ ﺍﻝﺫﻱ ﺘﻔﻭﻕ ﺍﺴﻌﺎﺭﻩ ﺍﻝﺴﻠﻊ ﺍﻻﺴﺘﻬﻼﻜﻴﺔ ـ ﻴﺤﺘﺎﺝ ﻻﻗﺘﻨﺎﻉ ﺃﻜﺒﺭ ﻤﻥ‬
‫ﺠﺎﻨﺏ ﺍﻝﻘﺎﺭﺉ ﺤﺘﻰ ﻴﺘﺄﻜﺩ ﻤﻥ ﺍﻝﻤﺯﺍﻴﺎ ﺍﻝﺤﻘﻴﻘﻴﺔ ﻝﻬﺫﻩ ﺍﻝﺴﻠﻌﺔ‪ ،‬ﻭﻤﻥ ﺍﻝﻤﻨﺎﻓﻊ ﺍﻝﺘـﻲ‬
‫ﺴﺘﻌﻭﺩ ﻋﻠﻴﻪ ﺠﺭﺍﺀ ﺍﻗﺘﻨﺎﺌﻪ ﻝﻬﺎ‪ ،‬ﻓﻘﺭﺍﺭ ﺸﺭﺍﺀ ﺴﻴﺎﺭﺓ ﻝﻴﺱ ﺒﺤﺠﻡ ﻗـﺭﺍﺭ ﺸـﺭﺍﺀ‬
‫‪Copyright © 2017.‬‬
‫‪copyright law.‬‬

‫‪-١٥٨-‬‬

‫‪EBSCO Publishing : eBook Arabic Collection Trial - printed on 4/4/2020 5:47 PM via MINISTÈRE DE L''EDUCATION‬‬
‫‪NATIONALE, DE LA FORMATION PROFESSIONNELLE‬‬
‫; ‪AN: 1945112‬‬ ‫;‪.‬‬
‫‪Account: ns063387‬‬
‫‪. All rights reserved. May not be reproduced in any form without permission from the publisher, except fair uses permitted under U.S. or applicable‬‬

‫ﻤﻌﺠﻭﻥ ﺍﺴﻨﺎﻥ‪ ،‬ﺃﻭ ﻗﻁﻌﺔ ﻤﻼﺒﺱ‪ ،‬ﻭﻴﺴﺘﻭﺠﺏ ﻜل ﺫﻝﻙ ﺒﺎﻝﻁﺒﻊ ﺤﺠﺯ ﻤﺴـﺎﺤﺎﺕ‬
‫ﺃﻜﺒﺭ ﻹﻋﻼﻨﺎﺕ ﺍﻝﺴﻠﻊ ﺍﻝﻤﻌﻤﺭﺓ)‪.(١٧‬‬
‫ﻭﻴﺭﻯ ﺍﻝﻤﺘﺨﺼﺼﻭﻥ ﺍﻥ ﺍﻝﻤﺴﺎﺤﺎﺕ ﺍﻝﻜﺒﻴﺭﺓ ﺍﻜﺜﺭ ﻤﻼﺌﻤﺔ ﻝﻺﻋﻼﻥ ﻋـﻥ‬
‫ﺍﻝﻤﻨﺘﺠﺎﺕ ﺫﺍﺕ ﺍﻝﺤﺠﻡ ﺍﻝﻜﺒﻴﺭ‪ ،‬ﻤﺜـل ﺍﻝﺴـﻴﺎﺭﺍﺕ‪ ،‬ﻭﺍﻝﺠـﺭﺍﺭﺍﺕ‪ ،‬ﻭﺍﻝﺜﻼﺠـﺎﺕ‪،‬‬
‫ﻭﺍﻷﺜﺎﺙ)‪.(١٨‬‬
‫ﻭﺒﺎﻻﻀﺎﻓﺔ ﺇﻝﻰ ﺍﻝﺴﻠﻊ ﺍﻝﻤﻌﻤﺭﺓ ﻓﺈﻥ ﺇﻋﻼﻨـﺎﺕ ﺍﻝﻌﻁـﺎﺀﺍﺕ ﻭﺇﻋﻼﻨـﺎﺕ‬
‫ﺍﻝﺘﻭﻅﻴﻑ ﺘﺤﺘل ﻤﺴﺎﺤﺎﺕ ﻜﺒﻴﺭﺓ ﻓﻲ ﺍﻝﺼﺤﺎﻓﺔ ﺍﻝﻠﻴﺒﻴﺔ‪ ،‬ﻜﻤـﺎ ﺍﻅﻬـﺭﺕ ﺩﺭﺍﺴـﺔ‬
‫ﺴﺎﺒﻘﺔ)‪ ،(١٩‬ﻜﺫﻝﻙ ﻓﺈﻥ ﺇﻋﻼﻨﺎﺕ ﺍﻝﻤﻨﺎﺴﺒﺎﺕ ﺍﻝﻤﺘﻤﺜﻠﺔ ﻓﻲ ﺘﻘـﺩﻴﻡ ﺍﻝﺘﻬـﺎﻨﻲ ﻝﻠﻘـﺎﺩﺓ‬
‫ﻭﺍﻝﺯﻋﻤﺎﺀ ﺒﺎﻝﻤﻨﺎﺴﺒﺎﺕ ﺍﻝﻭﻁﻨﻴﺔ‪ ،‬ﻭﺍﻝﻤﻨﺎﺴﺒﺎﺕ ﺍﻝﺸﺨﺼﻴﺔ ﺍﻝﻤﺘﻌﻠﻘﺔ ﺒﻬـﻡ‪ ،‬ﻜﺄﻋﻴـﺎﺩ‬
‫ﻤﻴﻼﺩﻫﻡ‪ ،‬ﺃﻭ ﺒﻤﻨﺎﺴﺒﺔ ﺍﺠﺭﺍﺀ ﻋﻤﻠﻴﺔ ﺠﺭﺍﺤﻴﺔ‪ ،‬ﺃﻭ ﺨﺭﻭﺝ ﻤـﻥ ﺍﻝﻤﺴﺘﺸـﻔﻰ‪ ،‬ﺃﻭ‬
‫ﻋﻭﺩﺘﻬﻡ ﻤﻥ ﺍﻝﺨﺎﺭﺝ‪ ،‬ﺃﻭ ﻤﺎ ﺸﺎﺒﻪ ﺫﻝﻙ‪ ،‬ﺘﺤﺘل ﻫﻲ ﺍﻷﺨﺭﻯ ﻓﻲ ﻤﺴﺎﺤﺎﺕ ﻭﺍﺴﻌﺔ‬
‫ﻓﻲ ﺍﻝﺠﺭﺍﺌﺩ ﻭﺍﻝﻤﺠﻼﺕ ﻋﻠﻰ ﺍﻝﺴﻭﺍﺀ‪.‬‬
‫ﻭﻫﻜﺫﺍ ﺘﻅل ﺒﻌﺽ ﺍﻹﻋﻼﻨﺎﺕ ﺘﺤﺘل ﺘﺒﻌﹰﺎ ﻝﻤﻭﻀﻭﻋﻬﺎ ﻤﺴﺎﺤﺎﺕ ﺃﻜﺒﺭ ﻤﻥ‬
‫ﻏﻴﺭﻫﺎ‪.‬‬

‫‪ ٣‬ـ ﺍﻝﻘﻁﺎﻋﺎﺕ ﺍﻝﻤﻌﻠﻨﺔ‪:‬‬

‫ﺘﻅﻬﺭ ﺇﻋﻼﻨﺎﺕ ﺒﻌﺽ ﺍﻝﻘﻁﺎﻋﺎﺕ ﺃﻜﺒﺭ ﻤﻥ ﻏﻴﺭﻫﺎ‪ ،‬ﻤﻥ ﺤﻴﺙ ﺍﻝﻤﺴـﺎﺤﺔ‬
‫ﺍﻝﺘﻲ ﺘﺨﺼﺹ ﻝﻬﺎ‪ ،‬ﻭﺨﺎﺼﺔ ﻓﻲ ﺍﻝﺼﺤﻑ‪ ،‬ﻓﻲ ﺤﻴﻥ ﻻ ﺘﺤﺘل ﺒﻌﺽ ﺍﻝﻘﻁﺎﻋـﺎﺕ‬
‫ﺍﻻ ﻤﺴﺎﺤﺎﺕ ﻤﺤﺩﻭﺩﺓ‪ ،‬ﻓﺈﻋﻼﻨﺎﺕ ﻗﻁﺎﻉ ﺍﻷﻓـﺭﺍﺩ ـ ﻤـﺜﻼ ـ ﺃﻭ ﺍﻹﻋﻼﻨـﺎﺕ‬
‫ﺍﻝﺸﺨﺼﻴﺔ ﻜﻤﺎ ﻴﺴﻤﻴﻬﺎ ﺍﻝﺒﻌﺽ‪ ،‬ﺘﻨﺸﺭ ﻓﻲ ﻤﺴﺎﺤﺎﺕ ﻀﻴﻘﺔ‪ ،‬ﻓﻬﻲ ﻏﺎﻝﺒﹰﺎ ﻤﺎ ﺘﻜﻭﻥ‬
‫ﺇﻋﻼﻨﺎﺕ ﻝﻠﺘﻌﺯﻴﺔ‪ ،‬ﻴﺘﺎﺒﺩﻝﻬﺎ ﺍﻷﻓﺭﺍﺩ ﻓﻴﻤﺎ ﺒﻴﻨﻬﻡ‪ ،‬ﺃﻭ ﺇﻋﻼﻨﺎﺕ ﺸﻜﺭ‪ ،‬ﺃﻭ ﺇﻋﻼﻨـﺎﺕ‬
‫ﻝﻠﺘﻬﻨﺌﺔ ﺒﺎﻝﺯﻭﺍﺝ ﺃﻭﺍﻝﺨﻁﻭﺒﺔ‪ ،‬ﺃﻭ ﺍﻝﻨﺠﺎﺡ‪ ،‬ﺃﻭ ﻤﺎ ﺇﻝﻰ ﺫﻝﻙ ﻤﻥ ﺍﻝﻤﻨﺎﺴﺒﺎﺕ ﺍﻝﺴﻌﻴﺩﺓ‪،‬‬
‫‪Copyright © 2017.‬‬
‫‪copyright law.‬‬

‫‪-١٥٩-‬‬

‫‪EBSCO Publishing : eBook Arabic Collection Trial - printed on 4/4/2020 5:47 PM via MINISTÈRE DE L''EDUCATION‬‬
‫‪NATIONALE, DE LA FORMATION PROFESSIONNELLE‬‬
‫; ‪AN: 1945112‬‬ ‫;‪.‬‬
‫‪Account: ns063387‬‬
‫‪. All rights reserved. May not be reproduced in any form without permission from the publisher, except fair uses permitted under U.S. or applicable‬‬

‫ﺒﺎﻻﻀﺎﻓﺔ ﺇﻝﻰ ﺇﻋﻼﻨﺎﺕ ﺘﻌﺩﻴل ﺍﻷﻋﻤﺎﺭ ﻭﺍﻷﺴﻤﺎﺀ ﻭﺍﻷﻝﻘﺎﺏ‪ ،‬ﻭﺭﺒـﻁ ﺍﻻﻗﺎﻤـﺔ‪،‬‬

‫ﻭﻫﻲ ﻨﻭﻋﻴﺔ ﻤﻥ ﺍﻹﻋﻼﻨﺎﺕ ﻅﻬﺭﺕ ﺒﺸﻜل ﻤﻜﺜﻑ ﻓﻲ ﺍﻝﺼﺤﻑ ﺍﻝﻠﻴﺒﻴﺔ ﺨﻼل ﻋﻘﺩ‬
‫ﺍﻝﺜﻤﺎﻨﻴﻨﻴﺎﺕ ﻤﻥ ﺍﻝﻘﺭﻥ ﺍﻝﻤﺎﻀﻲ‪.‬‬
‫ﺃﻤﺎ ﺇﻋﻼﻨﺎﺕ ﺍﻝﻘﻁﺎﻉ ﺍﻝﺨﺎﺹ‪ ،‬ﻭﻫﻲ ﺇﻋﻼﻨﺎﺕ ﺘﺠﺎﺭﻴﺔ ﻓﻲ ﺍﻝﻐﺎﻝﺏ‪ ،‬ﻓﺄﻨﻬـﺎ‬
‫ﺘﻨﺸﺭ ﻋﻠﻰ ﻤﺴﺎﺤﺎﺕ ﻭﺍﺴﻌﺔ‪ ،‬ﻓﻬﻲ ﺇﻋﻼﻨﺎﺕ ﺘﺴﻌﻰ ﺇﻝﻰ ﺘﺤﻘﻴﻕ ﺃﻜﺒﺭ ﻗـﺩﺭ ﻤـﻥ‬
‫ﺍﻻﻨﺘﺸﺎﺭ ﻨﻅﺭﹰﺍ ﻝﻁﺒﻴﻌﺘﻬﺎ ﺍﻝﺭﺒﺤﻴﺔ‪ ،‬ﻓﻲ ﺤﻴﻥ ﻻ ﻴﺩﺨل ﺫﻝﻙ ﻓﻲ ﻨﻁﺎﻕ ﺍﻫﺘﻤﺎﻤـﺎﺕ‬
‫ﺇﻋﻼﻨﺎﺕ ﺍﻷﻓﺭﺍﺩ‪.‬‬
‫ﻭﻓﻲ ﺍﻝﻌﻤﻭﻡ ﻓﺈﻥ ﺍﻝﻘﻁﺎﻋﺎﺕ ﺍﻝﺘﻲ ﺘﺩﻴﺭ ﻨﺸﺎﻁﹰﺎ ﺘﺠﺎﺭﻴﹰﺎ ﺭﺒﺤﻴﹰﺎ ﻫﻲ ﺍﻝﺘﻲ ﺘﻘﻭﻡ‬
‫ﻓﻲ ﺍﻝﻐﺎﻝﺏ ﺒﺤﺠﺯ ﻤﺴﺎﺤﺎﺕ ﺇﻋﻼﻨﻴﺔ ﻜﺒﻴﺭﺓ‪ ،‬ﺍﻤﺎ ﺍﻝﻘﻁﺎﻋﺎﺕ ﺍﻷﺨﺭﻯ ﺍﻝﺘﻲ ﻝـﻴﺱ‬
‫ﻤﻥ ﺍﻭﻝﻭﻴﺎﺘﻬﺎ ﺘﺤﻘﻴﻕ ﻋﻭﺍﺌﺩ ﻤﺎﺩﻴﺔ ﻤﻤﺎ ﺘﻨﺸﺭﻩ ﻤـﻥ ﺇﻋﻼﻨـﺎﺕ ﻓﺄﻨﻬـﺎ ﻻ ﺘﻌﻴـﺭ‬
‫ﻤﻭﻀﻭﻉ ﺍﻝﻤﺴﺎﺤﺔ ﺃﻫﻤﻴﺔ ﺘﺫﻜﺭ‪.‬‬

‫‪ ٤‬ـ ﺍﺴﺘﺨﺩﺍﻡ ﻭﺴﺎﺌل ﺍﻻﺒﺭﺍﺯ‪:‬‬

‫ﻴﺅﺩﻱ ﺍﻻﺴﺘﺨﺩﺍﻡ ﺍﻝﻤﻜﺜﻑ ﻝﻭﺴﺎﺌل ﺍﻻﺒﺭﺍﺯ ﺒﺼﺤﺒﺔ ﺍﻹﻋﻼﻨﺎﺕ ﺇﻝﻰ ﺠﻌﻠﻬﺎ‬
‫ﺘﺤﺘل ﻤﺴﺎﺤﺔ ﺃﻜﺒﺭ‪ ،‬ﻓﺎﺴﺘﺨﺩﺍﻡ ﺍﻝﺼﻭﺭ ﻭﺍﻝﺭﺴﻭﻡ ﻭﺍﻝﻌﻨﺎﻭﻴﻥ ﺍﻝﻤﺘﻌﺩﺩﺓ‪ ،‬ﻭﺍﻻﺒﻨـﺎﻁ‬
‫ﺍﻝﻜﺒﻴﺭﺓ ‪ ،‬ﻜﻠﻬﺎ ﺘﺴﻬﻡ ﻓﻲ ﺯﻴﺎﺩﺓ ﺤﺠﻡ ﺍﻝﻤﺴﺎﺤﺔ ﺍﻝﻤﺨﺼﺼﺔ ﻝﻺﻋﻼﻥ‪.‬‬
‫ﻭﻫﻜﺫﺍ ﻜﻠﻤﺎ ﺯﺍﺩ ﻅﻬﻭﺭ ﺘﻠﻙ ﺍﻝﻭﺴﺎﺌل ﺃﺴﻬﻡ ﺫﻝﻙ ﻓﻲ ﺯﻴﺎﺩﺓ ﺤﺠﻡ ﺍﻝﻤﺴﺎﺤﺔ‬
‫ﻝﻺﻋﻼﻥ‪ ،‬ﻓﺎﻝﺼﻭﺭ ﻭﺍﻝﺭﺴﻭﻡ ﺘﺤﺘل ﻤﺴﺎﺤﺎﺕ ﻫﺎﻤﺔ‪ ،‬ﺍﺫﺍ ﻤﺎ ﺘﻡ ﺍﺴﺘﺨﺩﺍﻤﻬﺎ ﻝﻤﺴﺎﻨﺩﺓ‬
‫ﺍﻝﻨﺹ ﺍﻹﻋﻼﻨﻲ‪ ،‬ﺯﺩ ﻋﻠﻰ ﺫﻝﻙ ﻓﺈﻥ ﺒﻌﺽ ﺍﻹﻋﻼﻨﺎﺕ ﺘﻌﺘﻤﺩ ﺍﺴﺎﺴﹰﺎ ﻋﻠﻰ ﺍﻝﺭﺴﺎﻝﺔ‬
‫ﺍﻝﺘﻲ ﺘﻘﻭﻡ ﺍﻝﺼﻭﺭﺓ ﺒﺎﻴﺼﺎﻝﻬﺎ ﺩﻭﻥ ﺍﻝﺤﺎﺠﺔ ﺇﻝﻰ ﻜﺘﺎﺒﺔ ﺃﻴﺔ ﻜﻠﻤﺎﺕ‪ ،‬ﻜﻤﺎ ﺃﻥ ﺍﻻﺒﻨﺎﻁ‬
‫ﺘﺠﻌل ﺍﻝﺠﻤل ﻭﺍﻝﻜﻠﻤﺎﺕ ﺍﻝﻘﺼﻴﺭﺓ ﺍﻝﻤﻜﻭﻨﺔ ﻝﻠﻨﺹ ﺍﻹﻋﻼﻨﻲ ﺘﺘﻤﺩﺩ ﻋﻠﻰ ﻤﺴﺎﺤﺎﺕ‬
‫ﺃﻜﺒﺭ‪.‬‬
‫‪Copyright © 2017.‬‬
‫‪copyright law.‬‬

‫‪-١٦٠-‬‬

‫‪EBSCO Publishing : eBook Arabic Collection Trial - printed on 4/4/2020 5:47 PM via MINISTÈRE DE L''EDUCATION‬‬
‫‪NATIONALE, DE LA FORMATION PROFESSIONNELLE‬‬
‫; ‪AN: 1945112‬‬ ‫;‪.‬‬
‫‪Account: ns063387‬‬
‫‪. All rights reserved. May not be reproduced in any form without permission from the publisher, except fair uses permitted under U.S. or applicable‬‬

‫ﻭﻜﻠﻤﺎ ﺍﻤﻌﻥ ﻤﺼﻤﻡ ﺍﻹﻋﻼﻥ ﻓﻲ ﺍﺴﺘﺨﺩﺍﻡ ﻫﺫﻩ ﺍﻝﻭﺴﺎﺌل ﻭﺍﻻﺩﻭﺍﺕ ﺒﻨـﺎﺀ‬

‫ﻋﻠﻰ ﺭﻏﺒﺔ ﺍﻝﻤﻌﻠﻥ‪ ،‬ﺃﺩﻯ ﺫﻝﻙ ﺇﻝﻰ ﻅﻬﻭﺭ ﺍﻹﻋﻼﻥ ﻓﻲ ﺸﻜﻠﻪ ﺍﻝﻨﻬﺎﺌﻲ ﻓﻲ ﺤﺠـﻡ‬
‫ﻜﺒﻴﺭ‪.‬‬

‫‪ ٥‬ـ ﻤﻜﺎﻨﺔ ﺍﻝﻤﻌﻠﻥ ﻭﺍﻝﻤﻨﺘﺞ‪:‬‬

‫ﺘﺼﺭ ﺍﻝﺸﺭﻜﺎﺕ ﺍﻝﻌﺎﻝﻤﻴﺔﺍﻝﻜﺒﻴﺭﺓ ﺫﺍﺕ ﺍﻝﺸـﻬﺭﺓ ﺍﻝﻭﺍﺴـﻌﺔ‪ ،‬ﻭﺍﻝﻤﻨﺘﺠـﺎﺕ‬
‫ﺍﻝﻤﻌﺭﻭﻓﺔ‪ ،‬ﻭﺍﻝﻤﻨﺘﺸﺭﺓ ﻋﻠﻰ ﻨﻁﺎﻕ ﻭﺍﺴﻌﻌﻠﻰ ﻨﺸﺭ ﺇﻋﻼﻨﺎﺘﻬﺎ ﻓﻲ ﻤﺴﺎﺤﺎﺕ ﻭﺍﺴﻌﺔ‪،‬‬
‫ﻓﻬﻲ ﻜﺜﻴﺭﹰﺍ ﻤﺎ ﺘﻘﻭﻡ ﺒﺤﺠﺯ ﻤﺴﺎﺤﺎﺕ ﺘﺼل ﺇﻝﻰ ﺼﻔﺤﺔ ﻜﺎﻤﻠـﺔ ﻓـﻲ ﺍﻝﺠﺭﺍﺌـﺩ‬
‫ﻭﺍﻝﻤﺠﻼﺕ‪ ،‬ﻜﻤﺎ ﺘﻘﻭﻡ ﺍﻴﻀﹰﺎ ﺒﺤﺠﺯ ﻤﺴﺎﺤﺎﺕ ﻜﺒﻴﺭﺓ ﻓـﻲ ﻝﻭﺤـﺎﺕ ﺍﻹﻋﻼﻨـﺎﺕ‬
‫ﺍﻝﻤﻨﺘﺸﺭﺓ ﻓﻲ ﺍﻝﻁﺭﻕ ﺍﻝﺭﺌﻴﺴﻴﺔ‪ ،‬ﻭﺍﻝﻤﻴـﺎﺩﻴﻥ ﻭﺍﻝﺴـﺎﺤﺎﺕ ﺍﻝﻭﺍﺴـﻌﺔ‪ ،‬ﻭﺍﻝﻤﺒـﺎﻨﻲ‬
‫ﺍﻝﺸﺎﻫﻘﺔ‪.‬‬
‫ﻭﺘﻘﻭﻡ ﺍﻝﺸﺭﻜﺎﺕ ﺍﻝﻌﺎﻝﻤﻴﺔ ﺒﺫﻝﻙ ﺴﻌﻴﹰﺎ ﻤﻨﻬﺎ ﻝﻠﻤﺤﺎﻓﻅﺔ ﻋﻠﻰ ﺍﻝﻤﻜﺎﻨﺔ ﻭﺍﻝﺸﻬﺭﺓ‬
‫ﺍﻝﻠﺘﺎﻥ ﺍﺴﺘﻁﺎﻋﺕ ﺍﻥ ﺘﺼل ﺍﻝﻴﻬﻤﺎ‪ ،‬ﺯﺩ ﻋﻠﻰ ﺫﻝﻙ ﻓﺎﻥ ﺍﻝﻤﻜﺎﻨـﺔ ﺍﻝﻌﺎﻝﻴـﺔ ﻝﺘﻠـﻙ‬
‫ﺍﻝﺸﺭﻜﺎﺕ ﺘﺠﻌﻠﻬﺎ ﺩﺍﺌﻤﹰﺎ ﺘﻌﻤل ﻋﻠﻰ ﺍﻥ ﺘﻅل ﻤﺘﻤﻴﺯﺓ ﻋﻥ ﻏﻴﺭﻫﺎ‪ ،‬ﻭﺒﺎﻝﺘﺎﻝﻲ ﻓﺎﻨﻬـﺎ‬
‫ﺘﺤﺠﺯ ﻹﻋﻼﻨﺎﺘﻬﺎ ﺼﻔﺤﺎﺕ ﻜﺎﻤﻠﺔ ﻓﻲ ﺍﻝﺼﺤﻑ‪.‬‬
‫ﻭﻤﺎ ﻴﻨﻁﺒﻕ ﻋﻠﻰ ﺒﻌﺽ ﺍﻝﻤﻌﻠﻨﻴﻥ ﺍﻝﻜﺒﺎﺭ ﻴﻨﻁﺒـﻕ ﺍﻴﻀـﺎ ﻋﻠـﻰ ﺒﻌـﺽ‬
‫ﺍﻝﺨﺩﻤﺎﺕ ﻭﺍﻝﺴﻠﻊ ﻭﺍﻝﻤﻨﺘﺠﺎﺕ ﻭﺍﻝﻤﺎﺭﻜﺎﺕ ﺍﻝﺸـﻬﻴﺭﺓ ﺍﻝﺘـﻲ ﻴﺴـﻌﻰ ﺍﺼـﺤﺎﺒﻬﺎ‬
‫ﺒﺎﺴﺘﻤﺭﺍﺭ ﻋﻠﻰ ﺍﻻﺒﻘﺎﺀ ﻋﻠﻰ ﺘﻤﻴﺯﻫﺎ ﻭﺸﻬﺭﺘﻬﺎ ﻭﺴﻤﻌﺘﻬﺎ‪.‬‬
‫ﻭﻫﻜﺫﺍ ﻓﺎﻨﻪ ﻜﻠﻤﺎ ﺯﺍﺩﺕ ﺸﻬﺭﺓ ﻭﻤﻜﺎﻨﺔ ﺍﻝﻤﻌﻠﻥ‪ ،‬ﻭﻤﻨﺘﺠﺎﺘـﻪ‪ ،‬ﻜﻠﻤـﺎ ﺯﺍﺩﺕ‬
‫ﻤﺴﺎﺤﺔ ﺇﻋﻼﻨﺎﺘﻪ‪ ،‬ﻭﺇﻋﻼﻨﺎﺕ ﻤﻨﺘﺠﺎﺘﻪ ﻭﺨﺩﻤﺎﺘﻪ‪.‬‬
‫‪Copyright © 2017.‬‬
‫‪copyright law.‬‬

‫‪-١٦١-‬‬

‫‪EBSCO Publishing : eBook Arabic Collection Trial - printed on 4/4/2020 5:47 PM via MINISTÈRE DE L''EDUCATION‬‬
‫‪NATIONALE, DE LA FORMATION PROFESSIONNELLE‬‬
‫; ‪AN: 1945112‬‬ ‫;‪.‬‬
‫‪Account: ns063387‬‬
‫‪. All rights reserved. May not be reproduced in any form without permission from the publisher, except fair uses permitted under U.S. or applicable‬‬

‫ﻤﻜﺎﻥ ﻭﻤﻭﻗﻊ ﺍﻝﻨﺸﺭ ﺃﻭﺘﻭﻗﻴﺕ ﺍﻝﺒﺙ‬

‫ﻴﺴﻌﻰ ﺒﻌﺽ ﺍﻝﻤﻌﻠﻨﻴﻥ ﺇﻝﻰ ﻨﺸﺭ ﺇﻋﻼﻨﺎﺘﻬﻡ ﻓﻲ ﺃﻤﺎﻜﻥ ﻤﻌﻴﻨﺔ ﺯﻴﺎﺩﺓ ﻓﻲ ﻝﻔﺕ‬
‫ﺍﻻﻨﺘﺒﺎﻩ‪ ،‬ﻭﺸﺩ ﺍﻻﻨﻅﺎﺭ ﺍﻝﻴﻬﺎ‪ ،‬ﺫﻝﻙ ﺍﻥ ﺒﻌﺽ ﺍﻻﻤﺎﻜﻥ ﺴﻭﺍﺀ ﻓـﻲ ﺍﻝﺠﺭﺍﺌـﺩ‪ ،‬ﺃﻭ‬
‫ﺍﻝﻤﺠﻼﺕ‪ ،‬ﺃﻭ ﺍﻝﻁﺭﻕ ﺍﻝﻌﺎﻤﺔ ﺃﻜﺜﺭ ﺒﺭﻭﺯﹰﺍ ﻭﻅﻬﻭﺭﹰﺍ ﻤﻥ ﻏﻴﺭﻫﺎ ﻤـﻥ ﺍﻷﻤـﺎﻜﻥ‬
‫ﺍﻷﺨﺭﻯ‪.‬‬
‫ﻓﻌﻠﻰ ﺼﻌﻴﺩ ﺍﻝﺠﺭﺍﺌﺩ ﻓﺈﻥ ﺍﻝﺼﻔﺤﺔ ﺍﻻﻭﻝﻰ ﻭﺍﻷﺨﻴﺭﺓ ﻫﻤﺎ ﺍﻷﻜﺜﺭ ﺃﻫﻤﻴﺔ ﻤﻥ‬
‫ﻏﻴﺭﻫﻤﺎ)‪ ،(٢٠‬ﻨﻅﺭﹰﺍ ﻻﻨﻬﻤﺎ ﺃﻭل ﻤﺎ ﺘﻘﻊ ﻋﻠﻴﻪ ﻋﻴﻨـﺎ ﺍﻝﻘـﺎﺭﺉ‪ ،‬ﻭﺒﺎﻝﺘـﺎﻝﻲ ﻓـﺈﻥ‬
‫ﺍﻹﻋﻼﻨﺎﺕ ﺍﻝﻤﻨﺸﻭﺭﺓ ﻓﻲ ﻫﺎﺘﻴﻥ ﺍﻝﺼﻔﺤﺘﻴﻥ ﺘﻜﻭﻥ ﺃﻜﺜﺭ ﺒﺭﻭﺯﹰﺍ ﻤﻥ ﻏﻴﺭﻫﺎ‪ ،‬ﻭﻫﻭ‬
‫ﻤﺎ ﻴﻌﻨﻲ ﺃﻥ ﻓﺭﺼﺔ ﺍﻻﻁﻼﻉ ﻋﻠﻴﻬﺎ ﻭﻤﺸﺎﻫﺩﺘﻬﺎ ﺘﺼﻴﺭ ﻤﺭﺘﻔﻌﺔ ﻤﻘﺎﺒل ﻨﻅﻴﺭﺍﺘﻬـﺎ‬
‫ﻤﻥ ﺍﻹﻋﻼﻨﺎﺕ ﻓﻲ ﺍﻝﺼﻔﺤﺎﺕ ﺍﻝﺩﺍﺨﻠﻴﺔ‪.‬‬
‫ﻭﻋﻠﻰ ﺼﻌﻴﺩ ﺍﻝﺼﻔﺤﺎﺕ ﺍﻝﺩﺍﺨﻠﻴﺔ ﻝﻠﺠﺭﺍﺌﺩ ﻨﺠﺩ ﺃﻨﻪ ﺜﻤﺔ ﺘﻔﺎﻭﺘﹰﺎ ﺃﻴﻀﹰﺎ ﻤـﻥ‬
‫ﺼﻔﺤﺔ ﺇﻝﻰ ﺃﺨﺭﻯ ﻤﻥ ﺤﻴﺙ ﺍﻷﻫﻤﻴﺔ‪ ،‬ﻓﺎﻝﺼﻔﺤﺎﺕ ﺍﻝﻭﺍﻗﻌﺔ ﻋﻠﻰ ﺍﻝﻴﺴـﺎﺭ ﻓـﻲ‬
‫ﻻ‬
‫ﺍﻝﻨﺴﺦ ﺍﻝﻌﺭﺒﻴﺔ ﺃﻜﺜﺭ ﺃﻫﻤﻴﺔ ﻤﻥ ﺼﻔﺤﺎﺕ ﺍﻝﻴﻤﻴﻥ‪ ،‬ﻨﻅﺭﹰﺍ ﻻﻥ ﻋﻴﻨﺎ ﺍﻝﻘﺎﺭﺉ ﺘﻘﻊ ﺃﻭ ﹰ‬
‫ﻋﻠﻰ ﻫﺫﻩ ﺍﻝﺼﻔﺤﺎﺕ ﺃﺜﻨﺎﺀ ﺘﺼﻔﺤﻪ ﻝﻠﺠﺭﻴﺩﺓ‪ ،‬ﻜﻤﺎ ﺃﻥ ﺼﻔﺤﺘﺎ ﺍﻝﻭﺴﻁ ﺃﻜﺜﺭ ﺃﻫﻤﻴﺔ‬
‫ﻤﻥ ﻏﻴﺭﻫﻤﺎ ﻤﻥ ﺍﻝﺼﻔﺤﺎﺕ ﺍﻝﺩﺍﺨﻠﻴﺔ ﺍﻷﺨﺭﻯ‪ ،‬ﻭﺒﺎﻝﺘﺎﻝﻲ ﻓﺈﻥ ﺍﻹﻋﻼﻨﺎﺕ ﺍﻝﻤﻨﺸﻭﺭﺓ‬
‫ﻓﻲ ﻫﺫﻩ ﺍﻝﺼﻔﺤﺎﺕ ﺘﺤﺘل ﺃﻤﺎﻜﻥ ﺃﻫﻡ ﻤﻥ ﺒﻘﻴﺔ ﺍﻹﻋﻼﻨﺎﺕ ﺍﻝﻤﻨﺸﻭﺭﺓ ﻓﻲ ﺍﻝﺼﻔﺤﺎﺕ‬
‫ﺍﻷﺨﺭﻯ‪.‬‬
‫ﻻ ﻓﺈﻥ ﺍﻝﺼﻔﺤﺎﺕ ﺍﻹﻋﻼﻨﻴﺔ ﻓﻲ ﺍﻝﺠﺭﺍﺌﺩ ﻴﻤﻜﻥ ﺘﻘﺴﻴﻤﻬﺎ ﻋﻠﻰ ﺍﻝﻨﺤﻭ‬
‫ﻭﺃﺠﻤﺎ ﹰ‬
‫ﺍﻝﺘﺎﻝﻲ‪:‬‬
‫‪ ١‬ــ ﺍﻝﺼﻔﺤﺔ ﺍﻷﻭﻝﻰ‪.‬‬
‫‪Copyright © 2017.‬‬
‫‪copyright law.‬‬

‫‪-١٦٢-‬‬

‫‪EBSCO Publishing : eBook Arabic Collection Trial - printed on 4/4/2020 5:47 PM via MINISTÈRE DE L''EDUCATION‬‬
‫‪NATIONALE, DE LA FORMATION PROFESSIONNELLE‬‬
‫; ‪AN: 1945112‬‬ ‫;‪.‬‬
‫‪Account: ns063387‬‬
‫‪. All rights reserved. May not be reproduced in any form without permission from the publisher, except fair uses permitted under U.S. or applicable‬‬

‫‪ ٢‬ــ ﺍﻝﺼﻔﺤﺔ ﺍﻷﺨﻴﺭﺓ‪.‬‬

‫‪ ٣‬ــ ﺍﻝﺼﻔﺤﺎﺕ ﺍﻝﺩﺍﺨﻠﻴﺔ‪.‬‬
‫ﻓﺎﻝﺼﻔﺤﺔ ﺍﻷﻭﻝﻰ ﻫﻲ ﺍﻷﻜﺜﺭ ﺃﻫﻤﻴﺔ ﺒﻼ ﻤﻨﺎﺯﻉ‪ ،‬ﺘﻠﻴﻬﺎ ﺍﻝﺼﻔﺤﺔ ﺍﻷﺨﻴـﺭﺓ‪،‬‬
‫ﻭﺘﺄﺘﻲ ﺒﻌﺩ ﺫﻝﻙ ﺍﻝﺼﻔﺤﺎﺕ ﺍﻝﺩﺍﺨﻠﻴﺔ‪.‬‬
‫ﺃﻤﺎ ﻓﻲ ﺍﻝﻤﺠﻼﺕ ﻓﻴﺒﺩﻭ ﺍﻷﻤﺭ ﻤﺨﺘﻠﻑ ﺒﻌﺽ ﺍﻝﺸﻲﺀ ﻋﻥ ﺍﻝﺘﻘﺴﻴﻡ ﺍﻝﺴـﺎﺒﻕ‬
‫ﺍﻝﺨﺎﺹ ﺒﺎﻝﺠﺭﺍﺌﺩ‪ ،‬ﻓﻔﻲ ﺩﺭﺍﺴﺔ ﺃﺠﺭﺍﻫﺎ "ﺩﺍﻨﻴﺎل ﺴﺘﺎﺭﺵ" ﻭﺠﺩ ﺃﻥ ﺍﻹﻋﻼﻨﺎﺕ ﺍﻝﺘﻲ‬
‫ﺘﻘﻊ ﻀﻤﻥ ﺍل ‪ %٥‬ﺍﻷﻭﻝﻰ ﻤﻥ ﺍﻝﺼﻔﺤﺎﺕ ﺍﻷﻤﺎﻤﻴﺔ ﻝﻠﻤﺠﻼﺕ‪ ،‬ﻭﻜﺫﻝﻙ ﺍﻹﻋﻼﻨﺎﺕ‬
‫ﺍﻝﺘﻲ ﺘﻘﻊ ﻀﻤﻥ ﺍل ‪%٥‬ﻤﻥ ﺍﻝﺼﻔﺤﺎﺕ ﺍﻷﺨﻴﺭﺓ ﺘﺠﺫﺏ ﺃﻨﺘﺒﺎﻩ ﺠﻤﻬـﻭﺭ ﺍﻝﻘـﺭﺍﺀ‬
‫ﺒﺩﺭﺠﺔ ﺃﻜﺒﺭ ﺤﻭﺍﻝﻲ ‪ %٤٠‬ﺒﺎﻝﻤﻘﺎﺭﻨﺔ ﺒﺎﻹﻋﻼﻨﺎﺕ ﺍﻝﺘـﻲ ﺘﻘـﻊ ﻓـﻲ ﻤﻨﺘﺼـﻑ‬
‫ﺍﻝﻤﺠﻠﺔ)‪.(٢١‬‬
‫ﻜﻤﺎ ﺃﻥ ﺍﻝﻤﺠﻼﺕ ﺍﻝﺘﻲ ﻴﺯﺩﺍﺩ ﻓﻴﻬﺎ ﻋﺩﺩ ﺍﻝﺼﻔﺤﺎﺕ ﺇﻝﻰ ﺤﺩ ﻜﺒﻴﺭ ﺘﺘﻨـﺎﻓﺱ‬
‫ﻤﺎﺩﺘﻬﺎ ﺍﻝﺘﺤﺭﻴﺭﻴﺔ ﻭﺇﻋﻼﻨﺎﺘﻬﺎ ﻓﻲ ﺠﺫﺏ ﺍﻝﻘﺎﺭﺉ‪ ،‬ﻤﻤﺎ ﻴﺅﺩﻱ ﺇﻝﻰ ﺘﺸﺘﺕ ﺍﻻﻨﺘﺒـﺎﻩ‬
‫ﻋﻠﻰ ﺍﻝﻭﺤﺩﺍﺕ ﺍﻝﻌﺩﻴﺩﺓ ﻤﻥ ﺍﻝﻤﻘﺎﻻﺕ ﻭﺍﻝﺘﺤﻘﻴﻘﺎﺕ ﻭﺍﻝﻤﻭﺍﺩ ﺍﻻﺨﺒﺎﺭﻴـﺔ ﻭﺍﻝﺼـﻭﺭ‬
‫ﻭﺍﻝﺭﺴﻭﻡ ﻭﺍﻝﻌﻨﺎﻭﻴﻥ ﻭﺍﻹﻋﻼﻨﺎﺕ ﺍﻝﻤﻭﺯﻋﺔ ﻋﻠـﻰ ﻫـﺫﺍ ﺍﻝﻌـﺩﺩ ﺍﻝﻜﺒﻴـﺭ ﻤـﻥ‬
‫ﺍﻝﺼﻔﺤﺎﺕ)‪.(٢٢‬‬
‫ﻭﺘﺘﻔﺎﻭﺕ ﺃﻫﻤﻴﺔ ﺍﻝﺼﻔﺤﺎﺕ ﺍﻹﻋﻼﻨﻴﺔ ﺘﺒﻌﹰﺎ ﻝﻠﺴﻴﺎﺴﺔ ﺍﻝﺘﺤﺭﻴﺭﻴﺔ ﺍﻝﺘﻲ ﺴﻭﻑ‬
‫ﺘﺘﺒﻌﻬﺎ ﺍﻝﻤﺠﻠﺔ ﺘﺠﺎﻩ ﺍﻝﻌﺩﺩ ﺍﻝﻜﺒﻴﺭ ﻭﺍﻝﻤﺘﻨﻭﻉ ﻤﻥ ﺍﻹﻋﻼﻨﺎﺕ ﻭﺍﻝﻤﻭﺍﺩ ﺍﻝﺘﺤﺭﻴﺭﻴـﺔ‪،‬‬
‫ﺤﻴﺙ ﻴﺘﻡ ﻓﻲ ﺒﻌﺽ ﺍﻷﺤﻴﺎﻥ ﺍﻝﻤﺯﺝ ﺒﻴﻥ ﺍﻹﻋﻼﻨﺎﺕ ﻭﺍﻝﺼﻔﺤﺎﺕ ﺍﻝﺘﺤﺭﻴﺭﻴﺔ ﺒﻤـﺎ‬
‫ﻴﺤﻘﻕ ﺍﻝﻔﺎﻋﻠﻴﺔ ﺍﻝﻤﻁﻠﻭﺒﺔ ﻓﻲ ﺯﻴﺎﺩﺓ ﻤﺸﺎﻫﺩﺓ ﺍﻹﻋﻼﻨﺎﺕ ﺍﻝﻤﻨﺸﻭﺭﺓ ﻓﻲ ﺼـﻔﺤﺎﺕ‬
‫ﺍﻝﻤﺠﻠﺔ‪ ،‬ﻭﻓﻲ ﺃﺤﻴﺎﻥ ﺃﺨﺭﻯ ﻴـﺘﻡ ﻀـﻡ ﻤﺠﻤﻭﻋـﺔ ﻤـﻥ ﺍﻹﻋﻼﻨـﺎﺕ ﻭﺃﺤـﺩ‬
‫ﺍﻝﻤﻭﻀﻭﻋﺎﺕ ﺍﻝﺘﺤﺭﻴﺭﻴﺔ ﻓﻲ ﺍﻝﺼﻔﺤﺎﺕ ﺍﻷﻤﺎﻤﻴﺔ‪ ،‬ﺃﻭ ﺍﻝﺼﻔﺤﺎﺕ ﺍﻷﺨﻴـﺭﺓ ﻤـﻥ‬
‫ﺍﻝﻤﺠﻠﺔ)‪.(٢٣‬‬
‫ﻭﻴﻤﻜﻥ ﺘﻘﺴﻴﻡ ﺍﻝﻤﻭﺍﻗﻊ ﺍﻹﻋﻼﻨﻴﺔ ﻓﻲ ﺍﻝﻤﺠﻠﺔ ﻜﺎﻵﺘﻲ‪:‬‬
‫‪Copyright © 2017.‬‬
‫‪copyright law.‬‬

‫‪-١٦٣-‬‬

‫‪EBSCO Publishing : eBook Arabic Collection Trial - printed on 4/4/2020 5:47 PM via MINISTÈRE DE L''EDUCATION‬‬
‫‪NATIONALE, DE LA FORMATION PROFESSIONNELLE‬‬
‫; ‪AN: 1945112‬‬ ‫;‪.‬‬
‫‪Account: ns063387‬‬
‫‪. All rights reserved. May not be reproduced in any form without permission from the publisher, except fair uses permitted under U.S. or applicable‬‬

‫‪ ١‬ــ ﺒﺎﻁﻥ ﺍﻝﻐﻼﻑ ﺍﻷﻤﺎﻤﻲ‪:‬‬

‫ﻭﻫﻲ ﺍﻝﺼﻔﺤﺔ ﺍﻷﻭﻝﻰ ﺍﻝﺘﻲ ﺘﻠﻲ ﺼﻔﺤﺔ ﺍﻝﻐﻼﻑ ﺍﻝﺭﺌﻴﺴﻲ ﻝﻠﻤﺠﻠﺔ‪ ،‬ﻭﺘﺴﻤﻰ‬
‫ﺍﻝﺼﻔﺤﺔ ﺍﻝﺜﺎﻨﻴﺔ‪ ،‬ﺇﻻ ﺃﻨﻪ ﻨﻅﺭﹰﺍ ﻝﻌﺩﻡ ﺃﻤﻜﺎﻨﻴﺔ ﻨﺸﺭ ﺇﻋﻼﻨﺎﺕ ﻓﻲ ﺍﻝﺼﻔﺤﺔ ﺍﻻﻭﻝـﻰ‬
‫ﺍﻝﺘﻲ ﺘﺤﺘﻭﻱ ﺃﺴﻡ ﺍﻝﻤﺠﻠﺔ‪ ،‬ﻭﻋﻨﺎﻭﻴﻥ ﺃﻫﻡ ﺍﻝﻤﻭﻀﻭﻋﺎﺕ‪ ،‬ﻭﺍﻝﺼﻭﺭ ﺍﻝﻤﻌﺒﺭﺓ ﻋﻨﻬـﺎ‬
‫ﺍﻝﺘﻲ ﺘﺘﻀﻤﻨﻬﺎ ﺼﻔﺤﺎﺘﻬﺎ ﺍﻝﺩﺍﺨﻠﻴﺔ‪ ،‬ﻓﺈﻨﻪ ﻴﻤﻜﻥ ﺍﻋﺘﺒﺎﺭﻫﺎ ﺍﻝﺼﻔﺤﺔ ﺍﻻﻭﻝﻰ‪ ،‬ﻭﻫـﻲ‬
‫ﻤﻥ ﺍﻝﻤﻭﺍﻗﻊ ﺍﻹﻋﻼﻨﻴﺔ ﺍﻝﻬﺎﻤﺔ ﻨﻅﺭﹰﺍ ﻝﻜﻭﻨﻬﺎ ﺃﻭل ﻤﺎ ﺘﻘﻊ ﻋﻠﻴﻪ ﻋﻴﻨﺎ ﺍﻝﻘﺎﺭﺉ ﺃﺜﻨـﺎﺀ‬
‫ﺘﺼﻔﺤﻪ ﻝﻠﻤﺠﻠﺔ‪.‬‬
‫ﻭﻁﺒﻘﹰﺎ ﻝﻘﺎﻨﻭﻥ ﺍﻷﺴﺒﻘﻴﺔ‪ ،‬ﺃﻭ ﺍﻷﻭﻝﻭﻴﺔ ﻓﻲ ﻋﻤﻠﻴﺔ ﺍﻻﻨﺘﺒﺎﻩ ﻭﺍﻝﺘﺫﻜﺭ‪ ،‬ﻨﺠﺩ ﺍﻥ‬
‫ﺍﻝﺼﻔﺤﺎﺕ ﺍﻷﻭﻝﻰ ﻓﻲ ﺍﻝﻤﺠﻠﺔ ﻫﻲ ﺃﻭﻝﻰ ﺍﻝﺼﻔﺤﺎﺕ ﺍﻹﻋﻼﻨﻴﺔ ﺍﻝﺘﻲ ﺘﻘـﻊ ﻋﻠﻴﻬـﺎ‬
‫ﻋﻴﻨﺎ ﺍﻝﻘﺎﺭﺉ ﻭﻫﻭ ﻓﻲ ﺒﺩﺍﻴﺔ ﺘﺼﻔﺤﻪ ﻝﻠﻤﺠﻠﺔ‪ ،‬ﺃﻱ ﻓﻲ ﺤﺎﻝﺔ ﺍﺴﺘﻌﺩﺍﺩ ﺫﻫﻨﻲ ﻜﺎﻤل‪،‬‬
‫ﻤﻤﺎ ﻴﺠﻌﻠﻬﺎ ﺃﻜﺜﺭ ﺠﺫﺒﹰﺎ ﻻﻨﺘﺒﺎﻫﻪ ﻭﺍﺜﺎﺭﺓ ﻻﻫﺘﻤﺎﻤﻪ‪ ،‬ﺨﺎﺼﺔ ﻤﻊ ﻋﺩﻡ ﻭﺠﻭﺩ ﻤﻨﺎﻓﺴﺔ‬
‫ﻤﻊ ﺃﻱ ﻤﺎﺩﺓ ﺘﺤﺭﻴﺭﻴﺔ‪ ،‬ﺃﻭ ﺇﻋﻼﻨﻴﺔ)‪ ،(٢٤‬ﻭﺒﺎﻝﺘﺎﻝﻲ ﺘﺯﺩﺍﺩ ﺍﻤﻜﺎﻨﻴـﺔ ﺘـﺫﻜﺭ ﻫـﺫﻩ‬
‫ﺍﻝﺼﻔﺤﺎﺕ ﺃﻜﺜﺭ ﻤﻥ ﻏﻴﺭﻫﺎ‪.‬‬

‫‪ ٢‬ــ ﺍﻝﺼﻔﺤﺔ ﺍﻝﻤﻘﺎﺒﻠﺔ ﻝﺒﺎﻁﻥ ﺍﻝﻐﻼﻑ ﺍﻷﻤﺎﻤﻲ‪:‬‬

‫ﻭﻫﻲ ﺍﻝﺼﻔﺤﺔ ﺍﻝﺜﺎﻝﺜﺔ‪ ،‬ﺃﻭ ﺍﻝﺜﺎﻨﻴﺔ ﺍﺫﺍ ﺍﺴﺘﺜﻨﻴﻨﺎ ﺼﻔﺤﺔ ﺍﻝﻐﻼﻑ‪ ،‬ﻭﻫﻲ ﺍﻴﻀﹰﺎ‬
‫ﻤﻥ ﺍﻝﺼﻔﺤﺎﺕ ﺍﻹﻋﻼﻨﻴﺔ ﺍﻝﻤﻬﻤﺔ ﻓﻲ ﺍﻝﻤﺠﻼﺕ‪ ،‬ﻭﻴﻨﺴﺤﺏ ﻋﻠﻴﻬﺎ ﻤﺎ ﻴﻨﺴﺤﺏ ﻋﻠﻰ‬
‫ﺼﻔﺤﺔ ﺒﺎﻁﻥ ﺍﻝﻐﻼﻑ ﺍﻹﻤﺎﻤﻲ ﻓﻴﻤﺎ ﻴﺘﻌﻠﻕ ﺒﻘﺎﻨﻭﻥ ﺍﻻﺴﺒﻘﻴﺔ ﺃﻭ ﺍﻷﻭﻝﻭﻴـﺔ ﺍﻝـﺫﻱ‬
‫ﺘﻌﺭﻀﻨﺎ ﺍﻝﻴﻪ ﻓﻲ ﺍﻝﻔﻘﺭﺓ ﺍﻝﺴﺎﺒﻘﺔ‪ ،‬ﺤﻴﺙ ﻴﺘﻌﺭﺽ ﺍﻝﻘﺎﺭﺉ ﻝﻬﺫﻩ ﺍﻝﺼﻔﺤﺔ ﻗﺒـل ﺃﻥ‬
‫ﻴﻜﻭﻥ ﻗﺩ ﺘﻌﺭﺽ ﻝﻠﻤﻭﺍﺩ ﺍﻝﺘﺤﺭﻴﺭﻴﺔ ﻭﺍﻹﻋﻼﻨﻴﺔ ﺍﻷﺨﺭﻯ‪ ،‬ﻭﺒﺎﻝﺘﺎﻝﻲ ﻓﺈﻥ ﺇﻋﻼﻨﺎﺕ‬
‫ﻫﺫﻩ ﺍﻝﺼﻔﺤﺔ ﺘﻅل ﺃﻗﺭﺏ ﻝﻠﺘﺫﻜﺭ ﻓﻲ ﺫﻫﻥ ﺍﻝﻘﺎﺭﺉ ﻤﻥ ﺍﻝﺼﻔﺤﺎﺕ ﺍﻝﺩﺍﺨﻠﻴﺔ ﺍﻝـﻲ‬
‫ﺘﺘﻨﺎﻓﺱ ﻓﻴﻬﺎ ﻜل ﺍﻹﻋﻼﻨﺎﺕ ﻭﺍﻝﻤﻭﺍﺩ ﺍﻝﺘﺤﺭﻴﺭﻴﺔ ﻋﻠﻰ ﺸﺩ ﺍﻨﺘﺒﺎﻩ ﺍﻝﻘﺭﺍﺀ‪.‬‬
‫‪Copyright © 2017.‬‬
‫‪copyright law.‬‬

‫‪-١٦٤-‬‬

‫‪EBSCO Publishing : eBook Arabic Collection Trial - printed on 4/4/2020 5:47 PM via MINISTÈRE DE L''EDUCATION‬‬
‫‪NATIONALE, DE LA FORMATION PROFESSIONNELLE‬‬
‫; ‪AN: 1945112‬‬ ‫;‪.‬‬
‫‪Account: ns063387‬‬
‫‪. All rights reserved. May not be reproduced in any form without permission from the publisher, except fair uses permitted under U.S. or applicable‬‬

‫‪ ٣‬ــ ﺍﻝﻐﻼﻑ ﺍﻷﺨﻴﺭ‪:‬‬

‫ﻭﻫﻭ ﺃﺨﺭ ﻤﺎ ﺘﻘﻊ ﻋﻠﻴﻪ ﻋﻴﻨﺎ ﺍﻝﻘﺎﺭﺉ ﺃﺜﻨﺎﺀ ﺍﻨﺘﻬﺎﺌﻪ ﻤﻥ ﺘﺼـﻔﺢ ﺍﻝﻤﺠﻠـﺔ‪،‬‬
‫ﻭﺒﺎﻝﺘﺎﻝﻲ ﻓﺈﻨﻪ ﻴﻌﺩ ﻤﻥ ﺍﻝﺼﻔﺤﺎﺕ ﺍﻹﻋﻼﻨﻴﺔ ﺍﻝﻬﺎﻤﺔ ﺠﺩﺍﹰ‪ ،‬ﻭﺘﻜﺎﺩ ﻜل ﺍﻝﻤﺠﻼﺕ ﺘﺘﻔﻕ‬
‫ﻓﻲ ﺍﺤﺘﻭﺍﺌﻬﺎ ﻋﻠﻰ ﺇﻋﻼﻥ ﻓﻲ ﻫﺫﻩ ﺍﻝﺼﻔﺤﺔ‪ ،‬ﻤﻤـﺎ ﻴﻌﻜـﺱ ﺃﻫﻤﻴﺘﻬـﺎ ﺒﺎﻝﻨﺴـﺒﺔ‬
‫ﻝﻠﻤﻌﻠﻨﻴﻥ‪ ،‬ﻭﻫﻭ ﻤﺎ ﻴﻔﺴﺭ ﺍﺭﺘﻔﺎﻉ ﺴﻌﺭ ﺍﻹﻋﻼﻥ ﺍﻝﻤﻨﺸﻭﺭ ﻋﻠﻰ ﺍﻝﻐﻼﻑ ﺍﻻﺨﻴـﺭ‬
‫ﻝﻠﻤﺠﻠﺔ ﻤﻘﺎﺭﻨﺔ ﺒﺈﻋﻼﻨﺎﺕ ﺍﻝﺼﻔﺤﺎﺕ ﺍﻝﺩﺍﺨﻠﻴﺔ‪.‬‬
‫ﻭﺒﻨﺎﺀ ﻋﻠﻰ ﺘﺄﺜﻴﺭ ﻗﺎﻨﻭﻥ ﺍﻝﺤﺩﺍﺜﺔ ﺃﻭ ﺍﻝﺠﺩﺓ ﻓﻲ ﻋﻤﻠﻴﺔ ﺍﻻﻨﺘﺒﺎﻩ ﻭﺍﻝﺘﺫﻜﺭ ﻨﺠﺩ‬
‫ﺍﻥ ﺍﻝﺼﻔﺤﺎﺕ ﺍﻷﺨﻴﺭﺓ ﻤﻥ ﺍﻝﻤﺠﻠﺔ ﻫﻲ ﺃﺤﺩﺙ ﺍﻝﺼﻔﺤﺎﺕ ﺍﻝﺘﻲ ﺘﻘﻊ ﻋﻠﻴﻬﺎ ﻋـﻴﻥ‬
‫ﺍﻝﻘﺎﺭﺉ ﺃﺜﻨﺎﺀ ﺘﺼﻔﺤﻪ ﻝﻠﻤﺠﻠﺔ‪ ،‬ﻭﻤﻥ ﻫﻨﺎ ﺘﺯﺩﺍﺩ ﺃﻫﻤﻴﺔ ﻫﺫﻩ ﺍﻝﺼﻔﺤﺎﺕ ﻓﻲ ﻋﻤﻠﻴـﺔ‬
‫ﺘﺫﻜﺭ ﺍﻝﻘﺎﺭﺉ ﻝﻺﻋﻼﻥ‪ ،‬ﻭﻫﻭ ﻤﺎ ﺃﻨﺘﻬﺕ ﺍﻝﻴﻪ ﺃﺤﺩﻯ ﺍﻝﺩﺭﺍﺴـﺎﺕ ﺍﻝﺘـﻲ ﺃﺠﺭﻴـﺕ‬
‫ﺒﺎﻝﺨﺼﻭﺹ)‪.(٢٥‬‬

‫‪ ٤‬ــ ﺒﺎﻁﻥ ﺍﻝﻐﻼﻑ ﺍﻷﺨﻴﺭ‪:‬‬

‫ﻭﻫﻲ ﺍﻝﺼﻔﺤﺔ ﺍﻝﺘﻲ ﺘﻘﻊ ﻓﻲ ﻅﻬﺭ ﺍﻝﻐﻼﻑ ﺍﻷﺨﻴﺭ‪ ،‬ﻭﺘﻌﺩ ﻤﻥ ﺍﻝﺼـﻔﺤﺎﺕ‬
‫ﺍﻹﻋﻼﻨﻴﺔ ﺍﻝﻤﻬﻤﺔ‪ ،‬ﺤﻴﺙ ﻴﻘﺒل ﺍﻝﻜﺜﻴﺭ ﻤﻥ ﺍﻝﻤﻌﻠﻨﻴﻥ ﻋﻠﻰ ﺤﺠﺯ ﻫﺫﻩ ﺍﻝﺼﻔﺤﺔ ﻝﻨﺸﺭ‬
‫ﺇﻋﻼﻨﺎﺘﻬﻡ‪ ،‬ﻭﻫﻲ ﺍﻴﻀﹰﺎ ﺘﻌﺘﺒﺭ ﻤﻥ ﺍﻝﺼﻔﺤﺎﺕ ﺍﻷﻜﺜﺭ ﺘﺫﻜﺭﹰﺍ ﻤﻥ ﻗﺒـل ﺍﻝﻘـﺎﺭﺉ‪،‬‬
‫ﻝﻜﻭﻨﻬﺎ ﻤﻥ ﺃﺨﺭ ﺍﻝﺼﻔﺤﺎﺕ ﺍﻝﺘﻲ ﻴﻁﺎﻝﻌﻬﺎ ﻭﻫﻭ ﻴﻘﻭﻡ ﺒﺘﺼﻔﺢ ﺍﻝﻤﺠﻠﺔ‪.‬‬

‫‪ ٥‬ــ ﺍﻝﺼﻔﺤﺎﺕ ﺍﻝﺩﺍﺨﻠﻴﺔ‪:‬‬

‫ﻭﻴﻘﺼﺩ ﺒﻬﺎ ﻜل ﺼﻔﺤﺎﺕ ﺍﻝﻤﺠﻠﺔ ﺍﻷﺨﺭﻯ ﻋﺩﺍ ﺍﻝﺘﻲ ﺘﻡ ﺫﻜﺭﻫـﺎ‪ ،‬ﻭﻫـﻲ‬
‫ﻻ ﺃﻗل ﺃﻫﻤﻴﺔ ﻤﻥ ﺍﻝﺼﻔﺤﺎﺕ ﺍﻝﻤﺸﺎﺭ ﺍﻝﻴﻬﺎ‪ ،‬ﻝﻜﻥ ﺃﻜﺜﺭ ﻤﺎ ﻴﻤﻴﺯﻫﺎ ﺃﻨﻬﺎ ﺘﺘـﻴﺢ‬
‫ﺃﺠﻤﺎ ﹰ‬
‫ﻝﻠﻤﻌﻠﻥ ﺍﺨﺘﻴﺎﺭ ﻨﺸﺭ ﺇﻋﻼﻨﻪ ﺇﻝﻰ ﺠﺎﻨﺏ ﺍﻝﻤﺎﺩﺓ ﺍﻝﺘﺠﺭﻴﺭﻴﺔ ﺍﻝﺘﻲ ﻴﺭﻯ ﺃﻨﻬـﺎ ﺃﻜﺜـﺭ‬
‫‪Copyright © 2017.‬‬
‫‪copyright law.‬‬

‫‪-١٦٥-‬‬

‫‪EBSCO Publishing : eBook Arabic Collection Trial - printed on 4/4/2020 5:47 PM via MINISTÈRE DE L''EDUCATION‬‬
‫‪NATIONALE, DE LA FORMATION PROFESSIONNELLE‬‬
‫; ‪AN: 1945112‬‬ ‫;‪.‬‬
‫‪Account: ns063387‬‬
‫‪. All rights reserved. May not be reproduced in any form without permission from the publisher, except fair uses permitted under U.S. or applicable‬‬

‫ﻤﻼﺌﻤﺔ ﻝﻪ‪ ،‬ﻭﺃﻜﺜﺭ ﺘﻭﺍﻓﻘﹰﺎ ﻤﻥ ﺤﻴﺙ ﻁﺒﻴﻌﺔ ﻭﻤﺠﺎل ﻤﻀﻤﻭﻨﻬﺎ ﻤﻊ ﺇﻋﻼﻨﻪ‪ ،‬ﻭﻫـﻭ‬
‫ﻤﺎ ﺘﻭﻓﺭﻩ ﺘﺤﺩﻴﺩﹰﺍ ﺍﻷﺒﻭﺍﺏ ﺍﻝﻤﺘﺨﺼﺼﺔ ﻓﻲ ﺍﻝﻤﺠﻼﺕ‪ ،‬ﻓـﺎﻹﻋﻼﻥ ﻋـﻥ ﺤـﺫﺍﺀ‬
‫ﺭﻴﺎﻀﻲ ـ ﻤﺜﻼ ـ ﺃﻭ ﻋﻥ ﺃﺩﻭﺍﺕ ﺭﻴﺎﻀﻴﺔ ﻭﺍﻝﻌﺎﺏ ﻴﻜﻭﻥ ﻤﻥ ﺍﻵﻨﺴﺏ ﻨﺸﺭﻩ ﻓﻲ‬
‫ﺍﻝﻤﻠﻑ ﺍﻝﺭﻴﺎﻀﻲ‪ ،‬ﺃﻤﺎ ﺍﻹﻋﻼﻥ ﻋﻥ ﺃﺩﻭﺍﺕ ﺍﻝﺯﻴﻨﺔ ﻭﺍﻝﻤﺘﻌﻠﻘﺎﺕ ﺍﻝﻨﺴﺎﺌﻴﺔ ﻓﺈﻥ ﻨﺸﺭﻩ‬
‫ﻓﻲ ﺒﺎﺏ ﺍﻝﻤﺭﺃﺓ ﻴﻜﻭﻥ ﺃﻜﺜﺭ ﻤﻼﺌﻤﺔ ﻤﻤﺎ ﻝﻭ ﻨﺸﺭ ﻓﻲ ﺒﺎﺏ ﺃﺨﺭ‪.‬‬
‫ﻭﻫﻜﺫﺍ ﻗﺱ ﻋﻠﻰ ﺫﻝﻙ ﺒﻘﻴﺔ ﺃﻨﻭﺍﻉ ﺍﻝﺴﻠﻊ ﻭﺍﻝﺨﺩﻤﺎﺕ ﺍﻝﻤﻌﻠﻥ ﻋﻨﻬﺎ‪ ،‬ﻓﻜﻠﻤـﺎ‬
‫ﻜﺎﻥ ﺍﻹﻋﻼﻥ ﻤﺭﺘﺒﻁﹰﺎ ﻤﻭﻀﻭﻋﻴﹰﺎ ﺒﺎﻝﻤﺎﺩﺓ ﺍﻝﺘﺤﺭﻴﺭﻴﺔ ﺍﻝﺘﻲ ﻴﺠﺎﻭﺭﻫﺎ ﺴﺎﻫﻡ ﺫﻝﻙ ﻓﻲ‬
‫ﺯﻴﺎﺩﺓ ﺍﻤﻜﺎﻨﻴﺔ ﺘﻌﺭﺽ ﺸﺭﻴﺤﺔ ﻤﻌﻴﻨﺔ ﻤﻤﻥ ﻴﻬﻤﻬﻡ ﺍﻻﻁﻼﻉ ﻋﻠﻰ ﺍﻹﻋﻼﻥ ﻋﻠـﻰ‬
‫ﺫﻝﻙ ﺍﻹﻋﻼﻥ‪ ،‬ﻭﺒﺎﻝﺘﺎﻝﻲ ﺍﻤﻜﺎﻨﻴﺔ ﺤﺩﻭﺙ ﺍﻝﺘﺄﺜﻴﺭ ﺍﻝﻤﻁﻠﻭﺏ ﻋﻠﻰ ﺍﻝﻤﺘﻠﻘﻴﻥ‪ ،‬ﻭﻫﻭ ﻤﺎ‬
‫ﻴﺴﻌﻰ ﺇﻝﻴﻪ ﺍﻝﻤﻌﻠﻥ‪.‬‬
‫ﻜﻤﺎ ﺘﺘﻤﻴﺯ ﺍﻝﺼﻔﺤﺎﺕ ﺍﻝﺩﺍﺨﻠﻴﺔ ﺒﺎﻤﻜﺎﻨﻴﺔ ﺘﻌﺩﺩ ﺍﻹﻋﻼﻨﺎﺕ ﺍﻝﻤﻨﺸﻭﺭﺓ ﺒﻬﺎ‪ ،‬ﻓﻘﺩ‬
‫ﻴﻘﻭﻡ ﻤﻌﻠﻥ ﺒﺤﺠﺯ ﻨﺼﻑ ﺼﻔﺤﺔ‪ ،‬ﺃﻭ ﺭﺒﻊ ﺼﻔﺤﺔ‪ ،‬ﺃﻭ ﻤﺎ ﺇﻝﻰ ﺫﻝﻙ ﻤﻥ ﺃﺠـﺯﺍﺀ‬
‫ﺍﻝﺼﻔﺤﺔ‪ ،‬ﺘﺎﺭﻜﹰﺎ ﺍﻷﺠﺯﺍﺀ ﺍﻷﺨﺭﻯ ﻝﻤﻌﻠﻨﻴﻥ ﺃﺨﺭﻴﻥ‪ ،‬ﻭﻫﻭ ﻤـﺎ ﻻ ﺘﺘﻴﺤـﻪ ﻏﺎﻝﺒـﺎ‬
‫ﺼﻔﺤﺎﺕ ﺍﻝﻐﻼﻑ‪ ،‬ﻭﺒﺎﻁﻥ ﺍﻝﻐﻼﻑ‪ ،‬ﺤﻴﺙ ﻨﻼﺤﻅ ﺃﻥ ﻫﺫﻩ ﺍﻝﺼﻔﺤﺎﺕ ﺘﺨﺼـﺹ‬
‫ﻋﺎﺩﺓ ﻝﻤﻌﻠﻥ ﻭﺍﺤﺩ ﻭﺇﻋﻼﻥ ﻭﺍﺤﺩ‪.‬‬
‫ﺃﻤﺎ ﻗﻴﻤﺎ ﻴﺘﻌﻠﻕ ﺒﻤﻭﻗﻊ ﺍﻝﻨﺸﺭ ﻋﻠﻰ ﺼﻔﺤﺎﺕ ﺍﻝﺼﺤﻑ "ﺍﻝﺠﺭﺍﺌﺩ ﻭﺍﻝﻤﺠﻼﺕ"‬
‫ﻋﻠﻰ ﺍﻝﺴﻭﺍﺀ‪ ،‬ﻓﺄﻨﻪ ﺍﺫﺍ ﺍﺴﺘﺜﻨﻴﻨﺎ ﺍﻝﻐﻼﻑ ﺍﻷﺨﻴﺭ ﻭﺒﺎﻁﻨﻪ‪ ،‬ﻭﺒﺎﻁﻥ ﺍﻝﻐﻼﻑ ﺍﻷﻤﺎﻤﻲ‪،‬‬
‫ﻭﺍﻝﺼﻔﺤﺔ ﺍﻝﻤﻘﺎﺒﻠﺔ ﻝﻪ ﻓﻲ ﺍﻝﻤﺠﻼﺕ ﻋﻠﻰ ﺃﻋﺘﺒﺎﺭ ﺃﻨﻬﺎ ﺘﺨﺼﺹ ﻏﺎﻝﺒـﹰﺎ ﻝﻤﻌﻠـﻥ‬
‫ﻭﺍﺤﺩ‪ ،‬ﻭﺇﻋﻼﻥ ﻭﺍﺤﺩ‪ ،‬ﻓﺈﻨﻪ ﻓﻴﻤﺎ ﻴﺨﺹ ﺒﻘﻴﺔ ﺼﻔﺤﺎﺕ ﺍﻝﻤﺠﻠﺔ‪ ،‬ﻭﻜل ﺼـﻔﺤﺎﺕ‬
‫ﺍﻝﺠﺭﻴﺩﺓ‪ ،‬ﻓﺈﻨﻪ ﻴﻤﻜﻨﻨﺎ ﺘﻘﺴﻴﻡ ﺍﻝﻤﻭﺍﻗﻊ ﺍﻹﻋﻼﻨﻴﺔ ﻋﻠﻰ ﺍﻝﺼﻔﺤﺔ ﻜﺎﻝﺘﺎﻝﻲ‪:‬‬
‫ﺃ ــ ﺍﻝﻨﺼﻑ ﺍﻝﻌﻠﻭﻱ ﻝﻠﺼﻔﺤﺔ ‪.‬‬
‫ﺏ ــ ﺍﻝﻨﺼﻑ ﺍﻝﺴﻔﻠﻲ ﻝﻠﺼﻔﺤﺔ‪.‬‬
‫ﻜﻤﺎ ﻴﻤﻜﻥ ﺍﻴﻀﹰﺎ ﺍﻷﺨﺫ ﺒﺘﻘﺴﻴﻡ ﻤﻥ ﻨﻭﻉ ﺃﺨﺭ ﺃﻗل ﻋﻤﻭﻤﻴﺔ‪ ،‬ﻭﻫﻭ‪:‬‬
‫‪Copyright © 2017.‬‬
‫‪copyright law.‬‬

‫‪-١٦٦-‬‬

‫‪EBSCO Publishing : eBook Arabic Collection Trial - printed on 4/4/2020 5:47 PM via MINISTÈRE DE L''EDUCATION‬‬
‫‪NATIONALE, DE LA FORMATION PROFESSIONNELLE‬‬
‫; ‪AN: 1945112‬‬ ‫;‪.‬‬
‫‪Account: ns063387‬‬
‫‪. All rights reserved. May not be reproduced in any form without permission from the publisher, except fair uses permitted under U.S. or applicable‬‬

‫ﺃ ـ ﺍﻝﺠﺯﺀ ﺍﻝﻌﻠﻭﻱ ﺍﻻﻴﻤﻥ ﻤﻥ ﺍﻝﺼﻔﺤﺔ‪ :‬ﻭﻫﻭ ﺃﻜﺜﺭ ﺃﻫﻤﻴﺔ ﻓﻲ ﺍﻝﺼﺤﻑ‬

‫ﺍﻝﻌﺭﺒﻴﺔ‪ ،‬ﻨﻅﺭﹰﺍ ﻻﻥ ﻋﻴﻨﺎ ﺍﻝﻘﺎﺭﺉ ﺘﺘﺤﺭﻙ ﻋﻠﻰ ﺍﻝﺼﻔﺤﺔ ﻤﻥ ﺍﻝﻴﻤﻴﻥ ﺇﻝﻰ ﺍﻝﻴﺴﺎﺭ‪.‬‬
‫ﺏ ـ ﺍﻝﺠﺯﺀ ﺍﻝﻌﻠﻭﻱ ﺍﻻﻴﺴﺭ ﻤﻥ ﺍﻝﺼﻔﺤﺔ‪ :‬ﻭﻫﻭ ﺃﻗل ﺃﻫﻤﻴﺔ ﻤﻥ ﺍﻝﺠـﺯﺀ‬
‫ﺍﻝﻌﻠﻭﻱ ﺍﻻﻴﻤﻥ ﻓﻲ ﺍﻝﺼﺤﻑ ﺍﻝﻌﺭﺒﻴﺔ‪ ،‬ﻝﻜﻨﻪ ﺃﻜﺜﺭ ﺃﻫﻤﻴـﺔ ﻤﻨـﻪ ﻓـﻲ ﺍﻝﺼـﺤﻑ‬
‫ﺍﻷﺠﻨﺒﻴﺔ‪ ،‬ﺤﻴﺙ ﺍﻝﻘﺭﺍﺀﺓ ﻤﻥ ﺍﻝﻴﺴﺎﺭ ﺇﻝﻰ ﺍﻝﻴﻤﻴﻥ‪ ،‬ﻭﺒﺎﻝﺘﺎﻝﻲ ﻓﺈﻥ ﺍﻝﺠﺯﺀ ﺍﻻﻴﺴﺭ ﻫﻭ‬
‫ﺃﻭل ﻤﺎ ﺘﻘﻊ ﻋﻠﻴﻪ ﻋﻴﻨﺎ ﺍﻝﻘﺎﺭﺉ ﻓﻲ ﻫﺫﻩ ﺍﻝﺼﺤﻑ‪.‬‬
‫ﺝ ـ ﺍﻝﺠﺯﺀ ﺍﻝﺴﻔﻠﻲ ﺍﻻﻴﻤﻥ ﻤﻥ ﺍﻝﺼﻔﺤﺔ ‪ :‬ﻭﻴﻘل ﺃﻫﻤﻴﺔ ﻋﻥ ﻜـل ﻤـﻥ‬
‫ﺍﻝﺠﺯﺀ ﺍﻝﻌﻠﻭﻱ ﺍﻻﻴﻤﻥ ﻭﺍﻻﻴﺴﺭ ﻋﻥ ﺍﻝﺴﻭﺍﺀ ﻓﻲ ﺍﻝﺼﺤﻑ ﺍﻝﻌﺭﺒﻴﺔ ﻭﺍﻷﺠﻨﺒﻴﺔ ﻤﻌﺎﹰ‪،‬‬
‫ﻝﻜﻨﻪ ﺃﻜﺜﺭ ﺃﻫﻤﻴﺔ ﻤﻥ ﺍﻝﺠﺯﺀ ﺍﻝﺴﻔﻠﻲ ﺍﻷﻴﺴﺭ ﻓﻲ ﺍﻝﺼﺤﻑ ﺍﻝﻌﺭﺒﻴﺔ‪ ،‬ﻭﺃﻗل ﺃﻫﻤﻴـﺔ‬
‫ﻤﻨﻪ ﻓﻲ ﺍﻝﺼﺤﻑ ﺍﻷﺠﻨﺒﻴﺔ‪.‬‬
‫ﺩ ـ ﺍﻝﺠﺯﺀ ﺍﻝﺴﻔﻠﻲ ﺍﻷﻴﺴﺭ ﻤﻥ ﺍﻝﺼـﻔﺤﺔ‪ :‬ﻭﻫﻭ ﺃﻗل ﺃﺠﺯﺍﺀ ﺍﻝﺼـﻔﺤﺎﺕ‬
‫ﺃﻫﻤﻴﺔ ﻓﻲ ﺍﻝﺼﺤﻑ ﺍﻝﻌﺭﺒﻴﺔ ﻋﻤﻭﻤﺎﹰ‪ ،‬ﻝﻜﻨﻪ ﺃﻜﺜﺭ ﺃﻫﻤﻴﺔ ﻤﻥ ﺍﻝﺠﺯﺀ ﺍﻝﺴﻔﻠﻲ ﺍﻷﻴﻤﻥ‬
‫ﻓﻲ ﺍﻝﺼﺤﻑ ﺍﻷﺠﻨﺒﻴﺔ‪ ،‬ﺤﻴﺙ ﺍﻝﻘﺭﺍﺀﺓ ﻤﻥ ﺍﻝﻴﺴﺎﺭ ﺇﻝﻰ ﺍﻝﻴﻤﻴﻥ ﻜﻤﺎ ﻫﻭ ﻤﻌﺭﻭﻑ‪.‬‬
‫ﻫﺫﺍ ﻓﻴﻤﺎ ﻴﺨﺹ ﺍﻝﺼﺤﻑ " ﺍﻝﺠﺭﺍﺌﺩ ﻭﺍﻝﻤﺠـﻼﺕ "‪ ،‬ﺃﻤـﺎ ﻓﻴﻤـﺎ ﻴﺨـﺹ‬
‫ﺍﻻﺫﺍﻋﺘﻴﻥ ﺍﻝﻤﺴﻤﻭﻋﺔ ﻭﺍﻝﻤﺭﺌﻴﺔ‪ ،‬ﻓﺈﻥ ﺍﻷﻤﺭ ﻴﺭﺘﺒﻁ ﺒﺘﻭﻗﻴﺕ ﺒﺙ ﺍﻹﻋﻼﻥ‪ ،‬ﺤﻴـﺙ‬
‫ﺘﻌﺘﺒﺭ ﺃﻭﻗﺎﺘﺎ ﻤﻌﻴﻨﺔ ﺃﻜﺜﺭ ﺃﻫﻤﻴﺔ ﻤﻥ ﻏﻴﺭﻫﺎ‪ ،‬ﻨﻅـﺭﹰﺍ ﻻﺭﺘﻔـﺎﻉ ﺫﺭﻭﺓ ﺍﻻﺴـﺘﻤﺎﻉ‬
‫ﺒﺎﻝﻨﺴﺒﺔ ﻝﻼﺫﺍﻋﺔ ﺍﻝﻤﺴﻤﻭﻋﺔ‪ ،‬ﻭﺫﺭﻭﺓ ﺍﻝﻤﺸﺎﻫﺩﺓ ﺒﺎﻝﻨﺴﺒﺔ ﻝﻼﺫﺍﻋﺔ ﺍﻝﻤﺭﺌﻴﺔ‪.‬‬
‫ﻭﻴﻤﻜﻥ ﺘﺤﺩﻴﺩ ﺍﻻﻭﻗﺎﺕ ﺍﻝﻤﻬﻤﺔ ﺒﺎﻝﻨﺴﺒﺔ ﻝﻼﻋﻼﻨﺎﺕ ﻓﻲ ﺍﻻﺫﺍﻋﺔ ﻜﺎﻷﺘﻲ‪:‬‬
‫‪ ١‬ـ ﻭﻗﺕ ﺒﺙ ﺍﻝﺒﺭﺍﻤﺞ ﺍﻝﺠﻤﺎﻫﻴﺭﻴﺔ ﺍﻝﻤﻭﺠﻬﺔ ﻝﻘﻁﺎﻉ ﻋﺭﻴﺽ ﻭﻜﺒﻴﺭ ﻤﻥ‬
‫ﺍﻝﺠﻤﻬﻭﺭ‪ ،‬ﻜﺒﺭﺍﻤﺞ ﺍﻝﻤﻨﻭﻋﺎﺕ ﻭﺍﻝﺤﻔﻼﺕ‪ ،‬ﻭﺍﻝﺒﺭﺍﻤﺞ ﺍﻝﺭﻴﺎﻀﻴﺔ‪.‬‬
‫‪ ٢‬ـ ﻗﺒﻴل ﻭﺃﺜﻨﺎﺀ ﺒﺙ ﺍﻝﺒﺭﺍﻤﺞ ﺍﻝﻤﺨﺼﺼﺔ ﻻﺴﺘﻀﺎﻓﺔ ﺸﺨﺼﻴﺎﺕ ﻤﻬﻤـﺔ‪،‬‬
‫ﺫﺍﺕ ﺸﻬﺭﺓ ﻭﺍﺴﻌﺔ‪.‬‬
‫‪Copyright © 2017.‬‬
‫‪copyright law.‬‬

‫‪-١٦٧-‬‬

‫‪EBSCO Publishing : eBook Arabic Collection Trial - printed on 4/4/2020 5:47 PM via MINISTÈRE DE L''EDUCATION‬‬
‫‪NATIONALE, DE LA FORMATION PROFESSIONNELLE‬‬
‫; ‪AN: 1945112‬‬ ‫;‪.‬‬
‫‪Account: ns063387‬‬
‫‪. All rights reserved. May not be reproduced in any form without permission from the publisher, except fair uses permitted under U.S. or applicable‬‬

‫‪ ٣‬ـ ﻗﺒﻴل ﻭﺨﻼل ﺒﺙ ﺍﻝﻤﺴﻠﺴﻼﺕ ﻭﺍﻻﻓﻼﻡ ﻭﺍﻻﻋﻤﺎل ﺍﻝﺩﺭﺍﻤﻴﺔ‪ ،‬ﺨﺎﺼـﺔ‬

‫ﺘﻠﻙ ﺍﻝﺘﻲ ﺘﻌﺭﺽ ﻻﻭل ﻤﺭﺓ‪ ،‬ﻭﺍﻝﺘﻲ ﺘﻘﺩﻡ ﻓﻲ ﺒﺩﺍﻴﺔ ﺍﻝﺴﻬﺭﺓ‪ ،‬ﺤﻴﺙ ﺍﻅﻬﺭﺕ ﺍﺤﺩﻯ‬
‫ﺍﻝﺩﺭﺍﺴﺎﺕ ﺍﻝﺘﻲ ﺍﺠﺭﻴﺕ ﻋﻠﻰ ﺍﻝﺘﻠﻔﺯﻴﻭﻥ ﺍﻝﻤﺼﺭﻱ " ﺍﻥ ﺍﻋﻠﻰ ﺍﻝﻔﺘـﺭﺍﺕ ﻜﺜﺎﻓـﺔ‬
‫ﺇﻋﻼﻨﻴﺔ ﻫﻲ ﻓﺘﺭﺓ ﻤﺎ ﻗﺒل ﺍﻝﻤﺴﻠﺴل ﺍﻝﻌﺭﺒﻲ ﺍﻝﺫﻱ ﻴﺫﺍﻉ ﻤﺴﺎﺀ‪ ،‬ﻴﻠﻲ ﺫﻝﻙ ﻓﺘﺭﺓ ﻤـﺎ‬
‫ﻗﺒل ﺍﻝﺴﻬﺭﺓ‪ ..‬ﻓﻲ ﺤﻴﻥ ﺘﻨﺨﻔﺽ ﻨﺴﺒﺔ ﺍﻹﻋﻼﻨﺎﺕ ﺨﻼل ﺍﻝﻔﺘﺭﺓ ﺍﻝﺼﺒﺎﺤﻴﺔ")‪.(٢٦‬‬
‫‪ ٤‬ـ ﻗﺒﻴل ﻭﺨﻼل ﻨﻘل ﺍﻝﻤﺒﺎﺭﻴﺎﺕ ﺍﻝﺭﻴﺎﻀﻴﺔ ﻓﻲ ﻤﺨﺘﻠﻑ ﺃﻨﻭﺍﻉ ﺍﻻﻝﻌﺎﺏ‪،‬‬
‫ﺨﺎﺼﺔ ﺍﻝﻤﺒﺎﺭﻴﺎﺕ ﺍﻝﻬﺎﻤﺔ ﻭﺍﻝﺩﻭﻝﻴﺔ ﺍﻝﺘﻲ ﺘﻠﺘﻘﻲ ﻓﻴﻬﺎ ﻓﺭﻕ ﻜﺒﻴـﺭﺓ‪ ،‬ﻭﺍﻝﻤﺒﺎﺭﻴـﺎﺕ‬
‫ﺍﻝﻨﻬﺎﺌﻴﺔ ﻝﻠﺒﻁﻭﻻﺕ ﺍﻝﻌﺎﻝﻤﻴﺔ ﻭﺍﻻﻗﻠﻴﻤﻴﺔ ﻭﺍﻝﻤﺤﻠﻴﺔ‪ ،‬ﺴﻭﺍﺀﻋﻠﻰ ﻤﺴﺘﻭﻯ ﺍﻝـﺩﻭل ﺃﻭ‬
‫ﺍﻻﻨﺩﻴﺔ‪.‬‬
‫‪ ٥‬ـ ﺨﻼل ﺍﻝﺒﺭﺍﻤﺞ ﺍﻝﻔﻜﺎﻫﻴﺔ ﻭﺍﻝﻜﻭﻤﻴﺩﻴﺔ ﺍﻝﺘﻲ ﺘﺘﻀﻤﻥ ﻓﻘـﺭﺍﺕ ﻤﺴـﻠﻴﺔ‬
‫ﺘﻬﺩﻑ ﺇﻝﻰ ﺍﻝﺘﺭﻓﻴﻪ ﻋﻥ ﺍﻝﺠﻤﻬﻭﺭ ﺍﻝﻤﺘﻠﻘﻲ‪ ،‬ﻭﻋﺎﺩﺓ ﻤﺎ ﺘﺘﻤﺘﻊ ﻤﺜل ﻫﺫﻩ ﺍﻝﻨﻭﻋﻴﺔ ﻤﻥ‬
‫ﺍﻝﺒﺭﺍﻤﺞ ﺒﺎﻫﺘﻤﺎﻡ ﺠﻤﺎﻫﻴﺭﻱ ﻜﺒﻴﺭ‪.‬‬
‫‪ ٦‬ـ ﺃﺜﻨﺎﺀ ﺒﺭﺍﻤﺞ ﺍﻝﻤﻨﺎﺴﺒﺎﺕ ﻭﺍﻝﻤﻭﺍﺴﻡ‪ ،‬ﻜﺒﺭﺍﻤﺞ ﺸﻬﺭ ﺭﻤﻀﺎﻥ ﺍﻝﻤﺒﺎﺭﻙ‪،‬‬
‫ﺨﺎﺼﺔ ﺘﻠﻙ ﺍﻝﺘﻲ ﺘﺒﺙ ﺨﻼل ﻭﻋﻘﺏ ﻭﻗﺕ ﺍﻻﻓﻁﺎﺭ‪ ،‬ﺤﻴﺙ ﻴﻼﺤﻅ ﺍﺯﺩﻴﺎﺩ ﺤﺠـﻡ‬
‫ﺍﻹﻋﻼﻨﺎﺕ ﺨﻼل ﻫﺫﺍ ﺍﻝﺸﻬﺭ‪ ،‬ﻭﻋﻠﻰ ﻭﺠﻪ ﺍﻝﺨﺼﻭﺹ ﺨﻼل ﺴـﺎﻋﺔ ﺍﻻﻓﻁـﺎﺭ‪،‬‬
‫ﺤﻴﺙ ﺘﺭﺘﻔﻊ ﺫﺭﻭﺓ ﺍﻝﻤﺸﺎﻫﺩﺓ‪.‬‬
‫‪Copyright © 2017.‬‬
‫‪copyright law.‬‬

‫‪-١٦٨-‬‬

‫‪EBSCO Publishing : eBook Arabic Collection Trial - printed on 4/4/2020 5:47 PM via MINISTÈRE DE L''EDUCATION‬‬
‫‪NATIONALE, DE LA FORMATION PROFESSIONNELLE‬‬
‫; ‪AN: 1945112‬‬ ‫;‪.‬‬
‫‪Account: ns063387‬‬
‫‪. All rights reserved. May not be reproduced in any form without permission from the publisher, except fair uses permitted under U.S. or applicable‬‬

‫ﺍﻝﻌﻨﺎﻭﻴﻥ‬

‫ﺘﻌﺩ ﺍﻝﻌﻨﺎﻭﻴﻥ ﺍﺤﺩﻯ ﺃﻫﻡ ﻋﻨﺎﺼﺭ ﺍﻝﺠﺫﺏ ﺍﻻﺴﺎﺴﻴﺔ ﻝﻠﻘﺭﺍﺀ‪ ،‬ﻓﺎﻝﻌﻨﻭﺍﻥ ﻫـﻭ‬
‫ﺃﻭل ﻤﺎ ﻴﻠﻔﺕ ﺃﻨﺘﺒﺎﻩ ﺍﻝﻘﺎﺭﺉ‪ ،‬ﻭﺒﺎﻝﺘﺎﻝﻲ ﻓﺈﻥ ﻋﻤﻠﻴﺔ ﺍﻨﺘﻘﺎﻝﻪ ﺒﻌﺩ ﺫﻝﻙ ﺇﻝﻰ ﻗﺭﺍﺀﺓ ﺒﻘﻴﺔ‬
‫ﺍﻝﻤﺎﺩﺓ ﺘﺘﻭﻗﻑ ﺇﻝﻰ ﺤﺩ ﻜﺒﻴﺭ ﻋﻠﻰ ﻗﺩﺭﺓ ﺍﻝﻌﻨﻭﺍﻥ‪ ،‬ﻓﺈﺫﺍ ﻜﺎﻥ ﺍﻝﻌﻨﻭﺍﻥ ﻫﻭ ﺃﻭل ﻤـﺎ‬
‫ﺘﻘﻊ ﻋﻠﻴﻪ ﻋﻴﻨﺎ ﺍﻝﻘﺎﺭﺉ‪ ،‬ﻓﺈﻨﻪ ﺍﻴﻀﺎ ﻫﻭ ﺍﻝﺫﻱ ﻴﻘﻭﻡ ﺒﺘﺴﻠﻴﻡ ﻫﺫﺍ ﺍﻝﻘﺎﺭﺉ ﺇﻝﻰ ﺒﻘﻴـﺔ‬
‫ﺃﺠﺯﺍﺀ ﺍﻝﻨﺹ ﺍﻝﻤﻜﺘﻭﺏ‪ ،‬ﻭﺒﺎﻝﺘﺎﻝﻲ ﻓﺈﻨﻪ ﺘﻘﻊ ﻋﻠﻴﻪ ﻤﺴﺅﻭﻝﻴﺔ ﻜﺒﻴﺭﺓ‪ ،‬ﻤﻤﺎ ﻴﺴـﺘﺩﻋﻲ‬
‫ﻀﺭﻭﺭﺓ ﺍﻻﺴﺘﻌﻨﺎﺀ ﺒﻪ‪ ،‬ﻭﺃﻨﺘﻘﺎﺀ ﻤﻔﺭﺩﺍﺘﻪ ﺒﺩﻗﺔ ﻤﺘﻨﺎﻫﻴﺔ‪.‬‬
‫ﻭﻴﺫﻫﺏ ﺍﻝﺒﻌﺽ ﺇﻝﻰ ﺍﻋﺘﺒﺎﺭ ﺍﻝﻌﻨﺎﻭﻴﻥ ﺘﺘﻤﺘﻊ ﺒﻨﻔﻭﺫ ﻗﻭﻱ‪ ،‬ﻭﻤﻜﺎﻨﺔ ﻋﺎﻝﻴﺔ ﻓﻲ‬
‫ﻋﺎﻝﻡ ﺍﻝﺼﺤﺎﻓﺔ ﻋﻤﻭﻤﹰﺎ ﻭﺫﻝﻙ ﺒﺎﻋﺘﺒﺎﺭﻫﺎ ﺃﻫﻡ ﺃﺩﺍﺓ ﻻﺜﺎﺭﺓ ﺍﻨﺘﺒﺎﻩ ﺍﻝﻘﺎﺭﺉ‪..‬ﺤﻴﺙ ﺘﺒﻘﻰ‬
‫ﻓﻲ ﻤﺨﻴﻠﺔ ﻜل ﺃﻨﺴﺎﻥ ﻴﻘﺭﺍﺀ ﺍﻝﺼﺤﻴﻔﺔ ﻋﻨﺎﻭﻴﻥ ﻻ ﺘﻤﺤﻰ ﻤﻥ ﺫﺍﻜﺭﺘﻪ‪ ،‬ﻤﺤﻔـﻭﺭﺓ‬
‫ﻼ ﻭﻝﻭﻨﹰﺎ ﻭﻜﻠﻤﺎﺕ)‪.(٢٧‬‬
‫ﻜﻤﺎ ﺭﺃﻫﺎ ﺸﻜ ﹰ‬
‫ﻭﺘﺸﻴﺭ ﺍﻝﺩﺭﺍﺴﺎﺕ ﺇﻝﻰ ﺃﻥ ﺤﻭﺍﻝﻲ ‪ % ٨٠‬ﻤﻥ ﻗﺭﺍﺀ ﺍﻹﻋﻼﻨﺎﺕ ﻻ ﻴﻘﺭﺃﻭﻥ‬
‫ﺃﻜﺜﺭ ﻤﻥ ﺍﻝﻌﻨﻭﺍﻥ ﻤﻤﺎ ﻴﺅﻜﺩ ﺃﻫﻤﻴﺔ ﺍﻝﻌﻨـﻭﺍﻥ ﻓـﻲ ﻨﺠـﺎﺡ ﺃﻭ ﻓﺸـل ﺍﻝﺭﺴـﺎﻝﺔ‬
‫ﺍﻹﻋﻼﻨﻴﺔ)‪ ،(٢٨‬ﺍﻷﻤﺭ ﺍﻝﺫﻱ ﻴﺘﻁﻠﺏ ﻋﻨﺎﻴﺔ ﺨﺎﺼﺔ ﺒﺎﺨﺘﻴﺎﺭ ﺍﻝﻌﻨـﺎﻭﻴﻥ‪ ،‬ﻭﺃﻨﺘﻘـﺎﺀ‬
‫ﻜﻠﻤﺎﺘﻬﺎ ﺍﻝﺘﻲ ﺘﻜﻔل ﺘﺤﻘﻴﻕ ﺍﻝﺘﺄﺜﻴﺭ ﺍﻝﻤﻁﻠﻭﺏ‪ ،‬ﻓﺎﻝﻌﻨﻭﺍﻥ ﻝﻴﺱ ﻤﺠﺭﺩ ﻜﻠﻤﺎﺕ ﻤﺤﺎﺫﻴﺔ‬
‫ﻝﺒﻌﻀﻬﺎ ﺍﻝﺒﻌﺽ ﺘﺘﺼﺩﺭ ﺍﻝﻨﺹ ﺍﻹﻋﻼﻨﻲ‪ ،‬ﻝﻜﻨﻪ ﺘﻌﺒﻴﺭﹰﺍ ﺼﺎﺩﻗﹰﺎ ﻋـﻥ ﻤﻀـﻤﻭﻥ‬
‫ﺍﻹﻋﻼﻥ‪ ،‬ﻭﻋﻨﺼﺭﹰﺍ ﻤﻬﻤﹰﺎ ﻤﻥ ﻋﻨﺎﺼﺭ ﺠﺫﺏ ﺍﻝﻘﺭﺍﺀ‪ ،‬ﻴﺒﺫل ﻓﻴﻪ ﻤﺤﺭﺭ ﺍﻹﻋـﻼﻥ‬
‫ﺠﻬﺩﹰﺍ ﺍﻀﺎﻓﻴﹰﺎ ﻝﻴﻘﺩﻡ ﻤﻥ ﺨﻼﻝﻪ ﺃﻫﻡ ﺍﻷﻓﻜﺎﺭ ﺍﻝﺘﻲ ﻴﺩﻭﺭ ﺤﻭﻝﻬﺎ ﺍﻹﻋﻼﻥ‪ ،‬ﻓﻬـﻭ ﺍﺫﹰﺍ‬
‫ﺃﺸﺒﻪ ﺒﺎﻝﺨﻼﺼﺔ ﺍﻝﺘﻲ ﻴﻭﺩ ﺍﻝﻤﺤﺭﺭ ﺃﻥ ﻴﻨﻘﻠﻬﺎ ﺍﻝﻴﻨﺎ ﺃﻭ ﻴﻘﻭﺩﻨﺎ ﺍﻝﻴﻬﺎ‪.‬‬
‫‪Copyright © 2017.‬‬
‫‪copyright law.‬‬

‫‪-١٦٩-‬‬

‫‪EBSCO Publishing : eBook Arabic Collection Trial - printed on 4/4/2020 5:47 PM via MINISTÈRE DE L''EDUCATION‬‬
‫‪NATIONALE, DE LA FORMATION PROFESSIONNELLE‬‬
‫; ‪AN: 1945112‬‬ ‫;‪.‬‬
‫‪Account: ns063387‬‬
‫‪. All rights reserved. May not be reproduced in any form without permission from the publisher, except fair uses permitted under U.S. or applicable‬‬

‫ﻭﺒﺎﻝﺘﺎﻝﻲ ﻓﺈﻥ ﻜﺘﺎﺒﺔ ﺍﻝﻌﻨﺎﻭﻴﻥ ﺃﻤﺭﹰﺍ ﻴﻔﻭﻕ ﻓﻲ ﺼﻌﻭﺒﺘﻪ ﺘﺤﺭﻴﺭ ﺒﻘﻴﺔ ﺃﺠﺯﺍﺀ‬
‫ﺍﻝﻨﺹ ﺍﻹﻋﻼﻨﻲ‪ ،‬ﻭﻫﻭ ﻴﺘﻁﻠﺏ ﻗﺩﺭﺍﺕ ﻭﻤﻬﺎﺭﺍﺕ ﺨﺎﺼﺔ ﻝﺩﻯ ﺍﻝﻤﺤـﺭﺭ‪ ،‬ﺒﻤـﺎ‬
‫ﻴﻤﻜﻨﻪ ﻤﻥ ﻭﻀﻊ ﺍﻝﻌﻨﻭﺍﻥ ﺍﻝﻤﻨﺎﺴﺏ‪ ،‬ﺍﻝﺫﻱ ﻴﺘﻼﺌﻡ ﻭﺍﻝﻬﺩﻑ ﺍﻝـﺫﻱ ﻴﺴـﻌﻰ ﺇﻝﻴـﻪ‬
‫ﺍﻹﻋﻼﻥ‪ ،‬ﻭﺒﻤﺎ ﻴﻜﻔل ﺘﺄﺩﻴﺔ ﺍﻝﻌﻨﻭﺍﻥ ﻝﻭﻅﻴﻔﺘﻪ ﺍﻻﻭﻝﻰ ﺍﻝﻤﺘﻤﺜﻠﺔ ﻓﻲ ﺩﻓـﻊ ﺍﻝﻘـﺎﺭﺉ‬
‫ﻭﺘﺤﻔﻴﺯﻩ ﻝﻤﺘﺎﺒﻌﺔ ﻗﺭﺍﺀﺓ ﺍﻹﻋﻼﻥ‪ ،‬ﻭﻝﻴﺱ ﻫﻨﺎﻙ ﻤﻥ ﻫﻭ ﺃﻜﺜﺭ ﻗﺩﺭﺓ ﻤﻥ ﺍﻝﻌﻨـﺎﻭﻴﻥ‬
‫ﻋﻠﻰ ﺘﺤﻘﻴﻕ ﺫﻝﻙ‪.‬‬
‫ﻭﺍﺫﺍ ﻋﺭﻓﻨﺎ ﺃﻥ ﺃﻏﻠﺏ ﻗﺭﺍﺀ ﺍﻝﺼﺤﻑ ﻴﻘﺭﺃﻭﻭﻥ ﺍﻝﻌﻨﺎﻭﻴﻥ‪ ،‬ﻭﺍﻝﺒﻌﺽ ﻤـﻨﻬﻡ‬
‫ﻓﻘﻁ ﻴﻨﺘﻘل ﺒﻌﺩ ﺫﻝﻙ ﺇﻝﻰ ﻗﺭﺍﺀﺓ ﺍﻝﻤﺘﻥ ﻓﺴﻨﻌﺭﻑ ﻋﻨﺩﺌﺫﹰﺍ ﺃﻫﻤﻴﺔ ﺍﻝﻌﻨﻭﺍﻥ‪ ،‬ﺤﻴﺙ ﺍﻥ‬
‫ﺍﻻﻨﺘﻘﺎل ﻤﻥ ﺍﻝﻌﻨﻭﺍﻥ ﺇﻝﻰ ﺒﻘﻴﺔ ﺍﺠﺯﺍﺀ ﺍﻹﻋﻼﻥ ﺒﺎﻝﻨﺴﺒﺔ ﻝﻠﻘﺎﺭﺉ ﻴﺨﻀﻊ ﻻﻋﺘﺒﺎﺭﺍﺕ‬
‫ﻤﻌﻴﻨﺔ‪ ،‬ﻤﻥ ﺒﻴﻨﻬﺎ ﺍﻝﻌﻨﻭﺍﻥ ﺍﻝﺫﻱ ﻴﺘﻭﻝﻰ ﻫﺫﻩ ﺍﻝﻤﻬﻤﺔ‪.‬‬
‫ﻭﻗﺩ ﺃﺜﺒﺘﺕ ﺩﺭﺍﺴﺔ ﺃﺠﺭﺍﻫﺎ "ﺍﻤﺒﺭﺘﻭ ﺍﻴﻜﻲ" ﺤﻭل ﺍﻹﻋﻼﻥ ﺃﻥ ﺍﻝﻘﺎﺭﺉ ﻴﻘﻭﻡ‬
‫ﺒﺘﺼﻔﺢ ﺍﻝﺼﺤﻴﻔﺔ ﻭﻫﻲ ﻤﻌﺭﻭﻀﺔ ﻓﻲ ﻜﺸﻙ ﺒﻴﻊ ﺍﻝﺼﺤﻑ‪ ،‬ﺃﻭ ﻓﻲ ﺍﻝﺒﻴﺕ‪ ،‬ﻭﻴﻘﺭﺃ‬
‫ﻤﻭﻀﻭﻋﹰﺎ ﻭﺍﺤﺩﺍﹰ‪ ،‬ﻭﻴﻨﺘﻘل ﺒﻴﻥ ﺍﻷﺨﺭﻯ ﺒﺴﺭﻋﺔ ﻤﻜﺘﻔﻴﹰﺎ ﺒﻘﺭﺃﺓ ﺍﻝﻌﻨﺎﻭﻴﻥ)‪ ،(٢٩‬ﺍﻝﺘـﻲ‬
‫ﻋﻠﻰ ﻀﻭﺌﻬﺎ ﻴﻨﺘﻘﻲ ﺍﻝﻤﻭﻀﻭﻋﺎﺕ ﺍﻝﺘﻲ ﻴﻘﻭﻡ ﺒﻌﺩ ﺫﻝﻙ ﺒﻘﺭﺃﺘﻬﺎ‪.‬‬

‫ﺃﻨﻭﺍﻉ ﺍﻝﻌﻨﺎﻭﻴﻥ‪:‬‬
‫ﺘﺘﻌﺩﺩ ﺃﺸﻜﺎل ﺍﻝﻌﻨﺎﻭﻴﻥ ﻭﺃﻨﻭﺍﻋﻬﺎ‪ ،‬ﻭﺘﺨﺘﻠﻑ ﺘﻘﺴﻴﻤﺎﺘﻬﺎ ﻭﻤﺴﻤﻴﺎﺘﻬﺎ ﺒﺎﺨﺘﻼﻑ‬
‫ﻻ ﻴﻤﻜﻥ ﺘﻘﺴﻴﻡ ﺍﻝﻌﻨﺎﻭﻴﻥ ﺇﻝـﻰ‬
‫ﺍﻝﺒﺎﺤﺜﻴﻥ ﻭﺍﻝﻤﺘﺨﺼﺼﻴﻥ ﻭﺍﻝﺩﺍﺭﺴﻴﻥ‪ ،‬ﺇﻻ ﺃﻨﻪ ﺍﺠﻤﺎ ﹰ‬
‫ﻋﺩﺓ ﺃﻨﻭﺍﻉ ﻭﻓﻕ ﻤﻌﻴﺎﺭﻴﻥ ﺃﺴﺎﺴﻴﻴﻥ‪ ،‬ﻫﻤﺎ ﺍﻝﺸﻜل ﻭﺍﻝﻤﻀﻤﻭﻥ‪ ،‬ﻭﺫﻝﻙ ﻜﺎﻝﺘﺎﻝﻲ‪:‬‬

‫ﺃ ـ ﺃﻨﻭﺍﻉ ﺍﻝﻌﻨﺎﻭﻴﻥ ﻤﻥ ﺤﻴﺙ ﺍﻝﺸﻜل‪:‬‬

‫ﻴﺘﺠﺎﻫل ﻫﺫﺍ ﺍﻝﺘﻘﺴﻴﻡ ﻤﻭﻀﻭﻉ ﺃﻭ ﻤﻀﻤﻭﻥ ﺍﻹﻋﻼﻥ‪ ،‬ﻭﻴﺭﻜﺯ ﻓﻘﻁ ﻋﻠـﻰ‬
‫ﺍﻝﺸﻜل ﺃﻭ ﺍﻝﻤﻅﻬﺭ ﺍﻝﺨﺎﺭﺠﻲ ﻝﻠﻌﻨﻭﺍﻥ ﺒﻐﺽ ﺍﻝﻨﻅﺭ ﻋﻥ ﻤﺤﺘﻭﻯ ﻜﻠﻤﺎﺘـﻪ‪ ،‬ﻭﻤـﺎ‬
‫‪Copyright © 2017.‬‬
‫‪copyright law.‬‬

‫‪-١٧٠-‬‬

‫‪EBSCO Publishing : eBook Arabic Collection Trial - printed on 4/4/2020 5:47 PM via MINISTÈRE DE L''EDUCATION‬‬
‫‪NATIONALE, DE LA FORMATION PROFESSIONNELLE‬‬
‫; ‪AN: 1945112‬‬ ‫;‪.‬‬
‫‪Account: ns063387‬‬
‫‪. All rights reserved. May not be reproduced in any form without permission from the publisher, except fair uses permitted under U.S. or applicable‬‬

‫ﺘﻌﻜﺴﻪ ﻤﻥ ﻤﻌﺎﻨﻲ‪ ،‬ﻭﻴﻤﻜﻥ ﺘﻘﺴﻴﻡ ﺍﻝﻌﻨﺎﻭﻴﻥ ﺒﺼﻭﺭﺓ ﻋﺎﻤﺔ ﻤﻥ ﺤﻴﺙ ﺍﻝﺸﻜل ﺇﻝـﻰ‬
‫ﺜﻼﺜﺔ ﺃﻨﻭﺍﻉ‪:‬‬
‫‪ ١‬ـ ﺍﻝﻌﻨﻭﺍﻥ ﺍﻝﺭﺌﻴﺴﻲ‪ :‬ﻭﻴﺴﻤﻰ "ﺍﻝﻤﺎﻨﺸﻴﺕ" ﻭﻫﻭ ﺍﻝﻌﻨﻭﺍﻥ ﺍﻝﺫﻱ ﻴﺘﺼﺩﺭ‬
‫ﻋﺎﺩﺓ ﺍﻝﻤﺎﺩﺓ ﺍﻝﻤﻜﺘﻭﺒﺔ‪ ،‬ﻭﻴﻜﻭﻥ ﻋﻠﻰ ﻋﺭﺽ ﺍﻝﺼﻔﺤﺔ‪ ،‬ﻭﻴﺴﻤﻰ ﺍﻝﻌﻨﻭﺍﻥ ﺍﻝﻌﺭﻴﺽ‪.‬‬
‫‪ ٢‬ـ ﺍﻝﻌﻨﻭﺍﻥ ﺍﻝﻤﻤﺘﺩ‪ :‬ﻭﻫﻭ ﺍﻝﻌﻨﻭﺍﻥ ﺍﻝﺫﻱ ﻴﻨﺸﺭ ﻋﻠﻰ ﻋﻤﻭﺩﻴﻥ ﺃﻭ ﺃﻜﺜـﺭ‬
‫ﻓﻲ ﺍﻝﺼﻔﺤﺔ‪ ،‬ﻭﻴﺤﺘل ﺃﻋﻤﺩﺓ ﺃﻗل ﻤﻥ ﺍﻻﻋﻤﺩﺓ ﺍﻝﺘﻲ ﻴﺤﺘﻠﻬﺎ ﺍﻝﻌﻨﻭﺍﻥ ﺍﻝﺭﺌﻴﺴﻲ‪.‬‬
‫‪ ٣‬ـ ﺍﻝﻌﻨﻭﺍﻥ ﺍﻝﻌﻤﻭﺩ‪ :‬ﻭﻫﻭ ﺍﻝﻌﻨﻭﺍﻥ ﺍﻝﺫﻱ ﻻ ﻴﺘﺠﺎﻭﺯ ﻋﺭﻀـﻪ ﻋﻤـﻭﺩ‬
‫ﻭﺍﺤﺩ‪.‬‬
‫ﻭﻴﻘﺩﻡ ﺍﻝﺒﻌﺽ ﺘﻘﺴﻴﻤﹰﺎ ﺃﺨﺭﹰﺍ ﻝﻠﻌﻨﺎﻭﻴﻥ ﻭﺫﻝﻙ ﻜﺎﻝﺘﺎﻝﻲ‪.(٣٠):‬‬
‫‪ ١‬ـ ﺍﻝﻌﻨﻭﺍﻥ ﺍﻝﻤﻔﺭﺩ‪ :‬ﻭﻫﻭ ﻋﻨﻭﺍﻥ ﺒﻌﺭﺽ ﺍﻝﺴﻁﺭ‪.‬‬
‫‪ ٢‬ـ ﺍﻝﻌﻨﻭﺍﻥ ﺍﻝﻬﺭﻤﻲ‪ :‬ﻭﻫﻭ ﻫﺭﻡ ﻤﻘﻠﻭﺏ‪ ،‬ﻭﻴﺘﻜﻭﻥ ﻤـﻥ ﺴـﻁﺭﻴﻥ‪ ،‬ﺃﻭ‬
‫ﺜﻼﺜﺔ ﺃﻭ ﺃﺭﺒﻌﺔ ﺃﺴﻁﺭ‪ ،‬ﺘﺘﺩﺭﺝ ﻓﻲ ﻁﻭﻝﻬﺎ‪ ،‬ﻭﺘﻜﻭﻥ ﺠﻤﻴﻌﹰﺎ ﻓﻲ ﻭﺴﻁ ﺍﻝﺴﻁﺭ‪.‬‬
‫‪ ٣‬ـ ﺍﻝﻌﻨﻭﺍﻥ ﺍﻝﻤﺩﺭﺝ‪ :‬ﻭﻴﺘﺄﻝﻑ ﻤﻥ ﺴﻁﺭﻴﻥ‪ ،‬ﺃﻭ ﺜﻼﺜﺔ ﺃﻭ ﺃﺭﺒﻌﺔ ﺃﺴﻁﺭ‪،‬‬
‫ﻻ ﻜﺩﺭﺠﺎﺕ ﺍﻝﺴﻠﻡ‪.‬‬
‫ﻤﻥ ﻨﻔﺱ ﺍﻝﺤﺠﻡ‪ ،‬ﺍﻁﻭﻝﻬﺎ ﺍﻝﺴﻁﺭ ﺍﻷﻭل‪ ،‬ﺘﺘﺩﺭﺝ ﻨﺯﻭ ﹰ‬
‫‪ ٤‬ـ ﺍﻝﻌﻨﻭﺍﻥ ﺍﻝﻤﻌﻠﻕ‪ :‬ﻭﻴﺘﺄﻝﻑ ﻤﻥ ﺴﻁﺭﻴﻥ‪ ،‬ﺃﻭ ﺜﻼﺜﺔ ﺃﻭ ﺃﺭﺒﻌﺔ ﺃﺴـﻁﺭ‪،‬‬
‫ﺃﻁﻭﻝﻬﺎ ﺍﻝﺴﻁﺭﺍﻷﻭل‪ ،‬ﺃﻤﺎ ﺍﻷﺴﻁﺭ ﺍﻝﺒﺎﻗﻴﺔ ﻓﻤﺘﺴﺎﻭﻴﺔ ﻓﻲ ﺍﻝﻁﻭل ﻭﺍﻝﺤﺠـﻡ‪ ،‬ﻤـﻊ‬
‫ﻼ ﻋﻥ ﺤﺩ ﺍﻝﻌﻤﻭﺩ‪.‬‬
‫ﺒﻌﺩﻫﺎ ﻗﻠﻴ ﹰ‬
‫‪ ٥‬ـ ﺍﻝﻌﻨﻭﺍﻥ ﺍﻝﻤﻭﺤﺩ ﺍﻝﺒﺩﺍﻴﺔ‪ :‬ﻭﻴﺘﺄﻝﻑ ﻤﻥ ﺴﻁﺭﻴﻥ‪ ،‬ﺃﻭ ﺜﻼﺜﺔ ﺃﻭ ﺃﺭﺒﻌـﺔ‬
‫ﺃﺴﻁﺭ‪ ،‬ﺘﺒﺩﺃ ﺠﻤﻴﻌﻬﺎ ﻤﻥ ﻨﻘﻁﺔ ﻭﺍﺤﺩﺓ ﺇﻝﻰ ﺍﻝﻴﻤﻴﻥ ﻭﺘﻨﺘﻬﻲ ﻜﻤﺎ ﺍﺘﻔﻕ‪ ،‬ﻓﺘﺠﺊ ﺃﺴﻁﺭ‬
‫ﺍﻝﻌﻨﻭﺍﻥ ﻤﺨﺘﻠﻔﺔ ﺍﻻﻁﻭﺍل ﺩﻭﻥ ﺍﻥ ﺘﻜﻭﻥ ﻫﻨﺎﻙ ﻗﺎﻋﺩﺓ ﻤﻌﻴﻨﺔ ﻤﺭﻋﻴﺔ‪ ،‬ﻭﻴﺴﻤﻰ ﻫﺫﺍ‬
‫ﺍﻝﻌﻨﻭﺍﻥ ﺍﻴﻀﹰﺎ ﺒﺎﻝﻌﻨﻭﺍﻥ ﺍﻝﻤﻨﻁﻠﻕ ﻤﻥ ﺍﻝﻴﺴﺎﺭ‪ ،‬ﻭﺫﻝﻙ ﺒﺎﻝﻨﺴﺒﺔ ﻝﻠﺼﺨﻑ ﺍﻷﺠﻨﺒﻴـﺔ‬
‫ﺍﻝﺘﻲ ﺘﻜﺘﺏ ﻤﻥ ﺍﻝﺸﻤﺎل ﺇﻝﻰ ﺍﻝﻴﻤﻴﻥ‪.‬‬
‫‪Copyright © 2017.‬‬
‫‪copyright law.‬‬

‫‪-١٧١-‬‬

‫‪EBSCO Publishing : eBook Arabic Collection Trial - printed on 4/4/2020 5:47 PM via MINISTÈRE DE L''EDUCATION‬‬
‫‪NATIONALE, DE LA FORMATION PROFESSIONNELLE‬‬
‫; ‪AN: 1945112‬‬ ‫;‪.‬‬
‫‪Account: ns063387‬‬
‫‪. All rights reserved. May not be reproduced in any form without permission from the publisher, except fair uses permitted under U.S. or applicable‬‬

‫ﺏ ‪ :‬ﺃﻨﻭﺍﻉ ﺍﻝﻌﻨﺎﻭﻴﻥ ﻤﻥ ﺤﻴﺙ ﺍﻝﻤﻀﻤﻭﻥ‪:‬‬

‫ﺘﺘﻌﺩﺩ ﺃﻨﻭﺍﻉ ﺍﻝﻌﻨﺎﻭﻴﻥ ﻭﻓﻕ ﺍﻝﻤﻀﻤﻭﻥ ﺒﺘﻌـﺩﺩ ﻤﻭﻀـﻭﻋﺎﺕ ﺍﻹﻋﻼﻨـﺎﺕ‬
‫ﻭﺃﻫﺩﺍﻓﻬﺎ ﻭﺍﻝﻨﺘﻴﺠﺔ ﺍﻝﻤﺒﺘﻐﺎﺓ ﻤﻨﻬﺎ‪ ،‬ﻭﻴﻤﻜﻥ ﺭﺼﺩ ﺃﻫـﻡ ﺍﻝﻌﻨـﺎﻭﻴﻥ ﻤـﻥ ﺤﻴـﺙ‬
‫)‪(٣١‬‬
‫ﺍﻝﻤﻀﻤﻭﻥ ﻜﺎﻝﺘﺎﻝﻲ‪:‬‬
‫‪ ١‬ـ ﺍﻝﻌﻨﻭﺍﻥ ﺍﻝﻤﺒﺎﺸﺭ‪ :‬ﻭﻴﺘﺼﻑ ﺒﻁﺒﻴﻌﺘﻪ ﺍﻻﺨﺒﺎﺭﻴﺔ‪ ،‬ﺤﻴﺙ ﻴﺘﻀﻤﻥ ﺃﻫﻡ‬
‫ﺍﻝﻤﻌﻠﻭﻤﺎﺕ ﺍﻝﻤﻁﻠﻭﺏ ﺍﻴﺼﺎﻝﻬﺎ ﺇﻝﻰ ﺍﻝﻤﺘﻠﻘﻲ‪ ،‬ﻭﻴﺤﺘﻭﻱ ﻫﺫﺍ ﺍﻝﻌﻨﻭﺍﻥ ﻋـﺎﺩﺓ ﻋﻠـﻰ‬
‫ﻋﻨﺼﺭ ﻤﻔﺎﺠﻲﺀ ﻭﻏﻴﺭ ﻤﺘﻭﻗﻊ‪ ،‬ﻭﻤﻠﻔـﺕ ﻝﻼﻨﺘﺒـﺎﻩ‪ ،‬ﻜـﺎﻝﺘﺭﻜﻴﺯ ﻋﻠـﻰ ﺒﻌـﺽ‬
‫ﺍﻝﺨﺼﺎﺌﺹ ﻏﻴﺭ ﺍﻝﻤﻌﺘﺎﺩﺓ ﻝﻠﺴﻠﻌﺔ ﺃﻭ ﺍﻝﺨﺩﻤﺔ ﺍﻝﻤﻌﻠﻥ ﻋﻨﻬﺎ‪ ،‬ﻭﻴﻘﺩﻡ ﻫﺫﺍ ﺍﻝﻌﻨـﻭﺍﻥ‬
‫ﻻ ﻤﺒﺎﺸﺭﹰﺍ ﺒﻤﻭﻀﻭﻉ ﺍﻹﻋﻼﻥ‪ ،‬ﻭﻤﻥ ﺃﻤﺜﻠﺔ ﻫﺫﺍ ﺍﻝﻨﻭﻉ ﻤﻥ‬
‫ﻤﻌﻠﻭﻤﺎﺕ ﺘﺘﺼل ﺍﺘﺼﺎ ﹰ‬
‫ﺍﻝﻌﻨﺎﻭﻴﻥ )‪ %٣٠‬ﺘﺨﻔﻴﺽ ﻋﻠﻰ ﻜل ﺍﻻﺠﻬﺯﺓ ﺍﻝﻜﻬﺭﺒﺎﺌﻴﺔ ﺤﺘـﻰ ﻨﻬﺎﻴـﺔ ﺸـﻬﺭ‬
‫ﺍﺒﺭﻴل(‪ ،‬ﺃﻭ )ﻤﻥ ﺠﺩﻴﺩ ﺘﺨﻔﻴﻀﺎﺕ‪ %٥٠‬ﺤﺘﻰ ﺃﺨﺭ ﺍﻝﺸﻬﺭ(‪.‬‬
‫ﻭﻫﺫﻩ ﺍﻝﻨﻭﻋﻴﺔ ﻤﻥ ﺍﻝﻌﻨﺎﻭﻴﻥ ﻗﺩ ﺘﺠﻌل ﺍﻝﻘﺎﺭﺉ ﻴﺘﻭﻗﻑ ﻋﻨﺩﻫﺎ ﻭﻻ ﻴﻭﺍﺼـل‬
‫ﻗﺭﺍﺀﺓ ﺒﻘﻴﺔ ﺘﻔﺎﺼﻴل ﺍﻹﻋﻼﻥ‪.‬‬
‫‪ ٢‬ـ ﺍﻝﻌﻨﻭﺍﻥ ﻏﻴﺭ ﺍﻝﻤﺒﺎﺸﺭ‪ :‬ﻴﻬﺩﻑ ﺍﻝﻌﻨﻭﺍﻥ ﻏﻴﺭ ﺍﻝﻤﺒﺎﺸﺭ ﺇﻝـﻰ ﺠﻌـل‬
‫ﺍﻝﻘﺎﺭﺉ ﻴﻘﻭﻡ ﺒﻘﺭﺍﺀﺓ ﺍﻹﻋﻼﻥ ﺒﻜﺎﻤﻠﻪ ﻭﻻ ﻴﺘﻭﻗﻑ ﻋﻨﺩ ﺍﻝﻌﻨﻭﺍﻥ‪ ،‬ﻭﻫـﻭ ﺒﺎﻝﺘـﺎﻝﻲ‬
‫ﻴﺘﻐﺎﻀﻰ ﻋﻥ ﺫﻜﺭ ﺃﻴﺔ ﺘﻔﺎﺼﻴل ﺃﻭ ﻤﻌﻠﻭﻤـﺎﺕ ﺃﻭ ﺤﻘـﺎﺌﻕ ﺘﺘﻌﻠـﻕ ﺒﻤﻭﻀـﻭﻉ‬
‫ﺍﻹﻋﻼﻥ‪ ،‬ﻭﻴﺘﺭﻙ ﺫﻝﻙ ﺇﻝﻰ ﺼﻠﺏ ﺍﻝﺭﺴﺎﻝﺔ ﺍﻹﻋﻼﻨﻴﺔ‪ ،‬ﻭﺘﺘﺼﻑ ﻫﺫﻩ ﺍﻝﻨﻭﻋﻴﺔ ﻤﻥ‬
‫ﺍﻝﻌﻨﺎﻭﻴﻥ ﺒﺒﻌﺽ ﺍﻝﻐﻤﻭﺽ ﺍﻝﺫﻱ ﻗﺩ ﻴﻜﺘﻨﻔﻬﺎ‪ ،‬ﻭﻻ ﺘﻘﺩﻡ ﺇﺠﺎﺒﺎﺕ ﺸـﺎﻓﻴﺔ ﻭﻜﺎﻤﻠـﺔ‬
‫ﻝﻠﻤﺘﻠﻘﻲ‪.‬‬
‫ﻭﻤﻥ ﺃﻤﺜﻠﺔ ﻫﺫﻩ ﺍﻝﻨﻭﻋﻴﺔ ﻤﻥ ﺍﻝﻌﻨﺎﻭﻴﻥ ﺇﻋﻼﻥ ﺤـﻭل ﻨـﻭﻉ ﻤﻌـﻴﻥ ﻤـﻥ‬
‫ﺍﻝﺴﻴﺎﺭﺍﺕ ﻤﺜل‪" :‬ﺴﻴﺎﺭﺓ )‪ (....‬ﻭﺒﺱ"‪ ،‬ﺃﻭ "ﺸﺎﻤﺒﻭ )‪ (....‬ﻭﻜﻔﻰ"‪.‬‬
‫‪Copyright © 2017.‬‬
‫‪copyright law.‬‬

‫‪-١٧٢-‬‬

‫‪EBSCO Publishing : eBook Arabic Collection Trial - printed on 4/4/2020 5:47 PM via MINISTÈRE DE L''EDUCATION‬‬
‫‪NATIONALE, DE LA FORMATION PROFESSIONNELLE‬‬
‫; ‪AN: 1945112‬‬ ‫;‪.‬‬
‫‪Account: ns063387‬‬
‫‪. All rights reserved. May not be reproduced in any form without permission from the publisher, except fair uses permitted under U.S. or applicable‬‬

‫‪ ٣‬ـ ﺍﻝﻌﻨﻭﺍﻥ ﺍﻝﺼﺤﻔﻲ‪ :‬ﻭﻫﻲ ﻨﻭﻋﻴﺔ ﻤﻥ ﺍﻝﻌﻨـﺎﻭﻴﻥ ﺘﺴـﺘﺨﺩﻡ ﺃﺴـﻠﻭﺏ‬

‫ﺍﻝﻌﻨﺎﻭﻴﻥ ﺍﻝﺼﺤﻔﻴﺔ‪ ،‬ﺍﻝﺘﻲ ﺘﺘﻤﻴﺯ ﺒﺎﻻﺨﺘﺼﺎﺭ‪ ،‬ﻭﺍﺤﺘﻭﺍﺌﻬـﺎ ﻝﻤﻌﻠﻭﻤـﺎﺕ ﻤﺒﺎﺸـﺭﺓ‬
‫ﻭﺍﺴﺎﺴﻴﺔ‪ ،‬ﻭﺘﻬﺩﻑ ﺇﻝﻰ ﺘﺤﻘﻴﻕ ﺘﺄﺜﻴﺭ ﺴﺭﻴﻊ‪.‬‬
‫ﻭﻤﻥ ﺃﻤﺜﻠﺔ ﺫﻝﻙ "ﺃﺨﺒﺎﺭ ﻫﺎﻤﺔ ﻝﻠﻔﻼﺤﻴﻥ"‪ ،‬ﺃﻭ "ﺘﻤﺩﻴﺩ ﻓﺘﺭﺓ ﺍﻝﺤﺠﺯ ﻻﺴـﺒﻭﻉ‬
‫ﺃﺨﺭ"‪ ..‬ﻭﻫﻜﺫﺍ‪..‬‬
‫‪ ٤‬ـ ﺍﻝﻌﻨﻭﺍﻥ ﺍﻻﺴﺘﻔﻬﺎﻤﻲ‪ :‬ﻭﻫﻲ ﻨﻭﻋﻴﺔ ﻤﻥ ﺍﻝﻌﻨـﺎﻭﻴﻥ ﺘﺘﺨـﺫ ﺼـﻴﻐﺔ‬
‫ﺍﻝﺘﺴﺎﺅل‪ ،‬ﻭﺘﺠﺊ ﻋﻠﻰ ﺸﻜل ﺴﺅﺍل ﺒﻬﺩﻑ ﺸﺩ ﺃﻨﺘﺒﺎﻩ ﺍﻝﻘﺎﺭﺉ‪ ،‬ﻭﻋﺎﺩﺓ ﻤﺎ ﻴﻜﻭﻥ ﻫﺫﺍ‬
‫ﺍﻝﺴﺅﺍل ﻤﺭﺘﺒﻁ ﺒﺤﺎﺠﺔ ﺃﺴﺎﺴﻴﺔ ﻀﺭﻭﺭﻴﺔ ﻤﻥ ﺤﺎﺠﺎﺕ ﺍﻝﻤﺘﻠﻘﻲ ﺍﻝﺫﻱ ﻴﺘﻭﺠﻪ ﺇﻝﻴـﻪ‬
‫ﺍﻹﻋﻼﻥ‪ ،‬ﻭﺒﺎﻝﺘﺎﻝﻲ ﻓﺈﻥ ﺍﻝﺘﺴﺎﺅل ﻫﻨﺎ ﻴﺜﻴﺭ ﺭﻏﺒﺎﺘﻪ ﻭﺃﺤﺎﺴﻴﺴﻪ‪ ،‬ﻤﻤﺎ ﻴﺠﻌﻠﻪ ﻴﻘـﺭﺃ‬
‫ﺍﻹﻋﻼﻥ ﺒﺄﻜﻤﻠﻪ ﺒﺤﺜﹰﺎ ﻋﻥ ﺍﺠﺎﺒﺔ ﻝﻬﺫﺍ ﺍﻝﺴﺅﺍل ﺍﻝﺫﻱ ﻴﺒﺤﺙ ﻋﻥ ﺃﺠﺎﺒﺔ ﻝﻪ‪.‬‬
‫ﻭﻤﻥ ﺃﻤﺜﻠﺔ ﻫﺫﻩ ﺍﻝﻨﻭﻋﻴﺔ ﻤﻥ ﺍﻝﻌﻨﺎﻭﻴﻥ‪" :‬ﻜﻴﻑ ﺘﺤﺼل ﻋﻰ ﺸﻘﺔ؟"‪ ،‬ﺃﻭ "ﻫل‬
‫ﺘﺒﺤﺙ ﻋﻥ ﻭﻅﻴﻔﺔ ﻤﻤﻴﺯﺓ؟"‪ ،‬ﺃﻭ ﻜﻴﻑ ﺘﺤﺼل ﻋﻠﻰ ﻤﻨﺤﺔ ﺩﺭﺍﺴﻴﺔ ﻓﻲ ﺍﻝﺨﺎﺭﺝ؟"‪..‬‬
‫ﻭﻫﻜﺫﺍ‪.‬‬
‫‪ ٥‬ـ ﺍﻝﻌﻨﻭﺍﻥ ﺍﻵﻤﺭ‪ :‬ﺘﺴﺘﺨﺩﻡ ﻫﺫﻩ ﺍﻝﻨﻭﻋﻴﺔ ﻤﻥ ﺍﻝﻌﻨﺎﻭﻴﻥ ﺼـﻴﻐﺔ ﺍﻷﻤـﺭ‬
‫ﺒﻁﺭﻴﻘﺔ ﻤﺒﺎﺸﺭﺓ‪ ،‬ﻭﻋﺎﺩﺓ ﻤﺎ ﺘﻜﻭﻥ ﻫﺫﻩ ﺍﻝﺼﻴﻐﺔ ﻓﻲ ﺍﻝﻜﻠﻤﺔ ﺍﻻﻭﻝﻰ ﻤﻥ ﺍﻝﻌﻨـﻭﺍﻥ‪،‬‬
‫ﻤﺜل‪ :‬ﺍﺸﺘﺭﻱ‪ ،‬ﺍﺩﻓﻊ‪ ،‬ﺨﺫ‪ ،‬ﺍﻓﺘﺢ‪ ،‬ﻭﻤﻥ ﺃﻤﺜﻠﺔ ﻫﺫﻩ ﺍﻝﻨﻭﻋﻴﺔ ﻤﻥ ﺍﻝﻌﻨﺎﻭﻴﻥ "ﺍﺸـﺘﺭﻱ‬
‫ﺜﻼﺠﺔ‪ ...‬ﻭﺩﻓﻊ ﺒﻌﺩ ﺸﻬﺭ ﻤﻥ ﺍﻻﺴـﺘﻼﻡ"‪ ،‬ﺃﻭ "ﺯﺭ ﺠﻨﺎﺤﻨـﺎ ﻭﺍﺤﺼـل ﻋﻠـﻰ‬
‫ﺘﺨﻔﻴﻀﺎﺕ"‪ ،‬ﺃﻭ "ﺃﺤﻤﻲ ﺍﺴﺭﺘﻙ ﺒﺎﻝﺘﺄﻤﻴﻥ"‪.‬‬
‫‪ ٦‬ـ ﺍﻝﻌﻨﻭﺍﻥ ﺍﻝﻤﺤﺩﺩ ﻝﻠﻬﻭﻴﺔ‪ :‬ﻫﺫﻩ ﺍﻝﻨﻭﻋﻴﺔ ﻤﻥ ﺍﻝﻌﻨﺎﻭﻴﻥ ﺘﺤـﺩﺩ ﺒﺸـﻜل‬
‫ﻤﺒﺎﺸﺭ ﺃﺴﻡ ﻭﻫﻭﻴﺔ ﺍﻝﺠﻬﺔ ﺍﻝﻤﻨﺘﺠﺔ ﻝﻠﺴﻠﻌﺔ‪ ،‬ﺃﻭ ﺍﻝﻤﻘﺩﻤﺔ ﻝﻠﺨﺩﻤﺔ‪ ،‬ﻭﻫـﻲ ﺒﺎﻝﺘـﺎﻝﻲ‬
‫ﺘﻌﻠﻥ ﻋﻥ ﻨﻔﺴﻬﺎ ﻭﺘﻁﺭﺡ ﺍﺴﻤﻬﺎ ﻓﻲ ﺍﻝﻭﻗﺕ ﺍﻝﺫﻱ ﺘﺭﻭﺝ ﻓﻴﻪ ﻝﻠﺴﻠﻌﺔ ﺃﻭ ﺍﻝﺨﺩﻤـﺔ‬
‫ﺍﻝﺘﻲ ﺘﻌﻠﻥ ﻋﻨﻬﺎ‪ ،‬ﻭﻜﻤﺜﺎل ﻋﻠﻰ ﺫﻝﻙ "ﻤﻜﺭﻭﻨﺔ ﺍﻴﻁﺎﻝﻴﻨﺎ"‪ ،‬ﺃﻭ "ﺘﻠﻔﺯﻴﻭﻥ ﺴـﻭﻨﻲ‪..‬‬
‫ﻭﻫﻜﺫﺍ"‬
‫‪Copyright © 2017.‬‬
‫‪copyright law.‬‬

‫‪-١٧٣-‬‬

‫‪EBSCO Publishing : eBook Arabic Collection Trial - printed on 4/4/2020 5:47 PM via MINISTÈRE DE L''EDUCATION‬‬
‫‪NATIONALE, DE LA FORMATION PROFESSIONNELLE‬‬
‫; ‪AN: 1945112‬‬ ‫;‪.‬‬
‫‪Account: ns063387‬‬
‫‪. All rights reserved. May not be reproduced in any form without permission from the publisher, except fair uses permitted under U.S. or applicable‬‬

‫‪ ٧‬ـ ﺍﻝﻌﻨﻭﺍﻥ ﺍﻝﻤﻭﻀﺢ ﻝﻤﻨﻔﻌﺔ ﺍﻝﺴﻠﻌﺔ‪ :‬ﻭﻫﻲ ﺘﻠﻙ ﺍﻝﻨﻭﻋﻴﺔ ﻤﻥ ﺍﻝﻌﻨﺎﻭﻴﻥ‬

‫ﺍﻝﺘﻲ ﺘﺒﺭﺯ ﻤﻥ ﺨﻼﻝﻬﺎ ﺍﻝﻤﻨﻔﻌﺔ ﺍﻭ ﺍﻝﻔﺎﺌﺩﺓ ﺍﻝﻤﺘﺭﺘﺒﺔ ﻋﻠﻰ ﺃﺴـﺘﺨﺩﺍﻡ ﺍﻝﺴـﻠﻌﺔ‪ ،‬ﺃﻭ‬
‫ﺍﻝﺨﺩﻤﺔ‪ ،‬ﻭﺍﻝﺘﻲ ﺘﺤﺎﻭل ﺘﻘﺩﻴﻡ ﺤﻠﻭل ﻝﻤﺸﺎﻜل ﺍﻝﻤﺴﺘﻬﻠﻙ‪ ،‬ﻭﻤﻥ ﺃﻤﺜﻠﺔ ﺫﻝﻙ "ﻜـﺭﻴﻡ‬
‫)‪ (....‬ﻝﻠﺘﺨﻠﺹ ﻤﻥ ﺍﻝﻘﺸﺭﺓ"‪ ،‬ﺃﻭ "ﺤﺒﺔ ﻭﺍﺤﺩﺓ ﻤﻥ )‪ (....‬ﺘﻘﻀﻲ ﻋﻠﻰ ﺍﻝﺼﺩﺍﻉ"‪.‬‬
‫‪ ٨‬ـ ﺍﻝﻌﻨﻭﺍﻥ ﺍﻻﻨﺘﻘـﺎﺌﻲ‪ :‬ﻓﻲ ﻫﺫﻩ ﺍﻝﻨﻭﻋﻴﺔ ﻤﻥ ﺍﻝﻌﻨﺎﻭﻴﻥ ﻴﺤﺎﻭل ﺍﻝﻤﻌﻠـﻥ‬
‫ﻤﺨﺎﻁﺒﺔ ﺸﺭﻴﺤﺔ ﻤﻌﻴﻨﺔ‪ ،‬ﺃﻭ ﺫﻭﻱ ﻤﻬﻨﺔ ﺃﻭ ﻓﺌﺔ ﻤﻌﻴﻨﺔ ﻴـﺭﻯ ﺃﻨﻬـﺎ ﺍﻝﻤﺴـﺘﻬﺩﻓﺔ‬
‫ﺒﺎﻝﺴﻠﻌﺔ ﺃﻭ ﺍﻝﺨﺩﻤﺔ ﻤﻭﻀﻭﻉ ﺍﻹﻋﻼﻥ‪ ،‬ﻭﻫﻭ ﻫﻨﺎ ﻴﺤﺩﺩ ﺠﻤﻬـﻭﺭﻩ ﺒﺩﺍﻴـﺔ ﻤـﻥ‬
‫ﺍﻝﻌﻨﻭﺍﻥ‪ ،‬ﻭﻜﻤﺜﺎل ﻋﻠﻰ ﺫﻝﻙ‪" :‬ﺇﻝﻰ ﻫﻭﺍﺓ ﺍﻝﺴﻔﺭ‪ ،"...‬ﺃﻭ "ﺇﻝﻰ ﻫﻭﺍﺓ ﺍﻝﺘﺼﻭﻴﺭ‪،"...‬‬
‫ﺃﻭ "ﺇﻝﻰ ﻁﻼﺏ ﺍﻝﺩﺭﺍﺴﺎﺕ ﺍﻝﻌﻠﻴﺎ"‪ ،‬ﺃﻭ "ﺇﻝﻰ ﺍﻝﻨﺴﺎﺀ ﺍﻝﺤﻭﺍﻤل‪."...‬‬
‫‪ ٩‬ـ ﺍﻝﻌﻨﻭﺍﻥ ﺍﻝﻤﺒﻬﻡ ﺃﻭ ﺍﻝﻐﺎﻤﺽ‪ :‬ﻭﻫﻭ ﺍﻝﻌﻨﻭﺍﻥ ﺍﻝـﺫﻱ ﻻ ﻴـﺩل ﺩﻻﻝـﺔ‬
‫ﻭﺍﻀﺤﺔ ﻋﻠﻰ ﻤﻌﻨﻰ ﻤﻌﻴﻥ ﺃﻭ ﻤﺤﺩﺩ‪ ،‬ﻭﻴﺴﺘﺨﺩﻡ ﻜﻠﻤﺎﺕ ﺘﺜﻴـﺭ ﺍﻨﺘﺒـﺎﻩ ﻭﻓﻀـﻭل‬
‫ﻭﻤﺸﺎﻋﺭ ﺍﻝﻤﺘﻠﻘﻲ‪ ،‬ﻭﻜﺜﻴﺭﹰﺍ ﻤﺎ ﻴﺤﺘﻭﻱ ﻫﺫﺍ ﺍﻝﻌﻨﻭﺍﻥ ﻋﻠﻰ ﻜﻠﻤﺔ ﻭﺍﺤﺩﺓ‪ ،‬ﺃﻭ ﻜﻠﻤﺎﺕ‬
‫ﻋﺩﻴﺩﺓ ﻤﻠﻔﺘﺔ ﻝﻼﻨﺘﺒﺎﻩ‪ ،‬ﻭﻜﻤﺜﺎل ﻋﻠﻰ ﺫﻝﻙ‪:‬‬
‫"ﺃﻨﺘﺒﻪ‪ ،"...‬ﺃﻭ "ﺍﻷﻥ‪ ،"...‬ﺃﻭ "ﻤﻥ ﻓﻀﻠﻙ‪."...‬‬

‫ﻤﻭﺍﺼﻔﺎﺕ ﺍﻝﻌﻨﻭﺍﻥ ﺍﻝﻨﺎﺠﺢ‪:‬‬

‫ﺍﻝﻌﻨﻭﺍﻥ ﻝﻴﺱ ﻤﺠﺭﺩ ﻜﻠﻤﺎﺕ ﺘﻭﻀﻊ ﻓﻲ ﺒﺩﺍﻴﺔ ﺍﻹﻋـﻼﻥ ﺒﺎﺒﻨـﺎﻁ ﻜﺒﻴـﺭﺓ‬
‫ﻭﻤﻤﻴﺯﺓ ﻝﻤلﺀ ﺃﻭ ﺴﺩ ﻓﺭﺍﻍ ﻤﻌﻴﻥ‪ ،‬ﺃﻭ ﻜﺠﺯﺀ ﻤﻥ ﺍﻝﺸﻜل ﺍﻝﻌﺎﻡ ﺃﻭ ﺍﻝﺒﻨـﺎﺀ ﺍﻝﻌـﺎﻡ‬
‫ﻝﻺﻋﻼﻥ‪ ،‬ﻝﻜﻨﻪ ﻋﻨﺼﺭﹰﺍ ﻫﺎﻤﹰﺎ ﻭﺃﺴﺎﺴﻴﹰﺎ ﻴﺘﻭﻗﻑ ﻋﻠﻴﻪ ﻓﻲ ﺃﺤﻴﺎﻥ ﻜﺜﻴﺭﺓ ﻨﺠـﺎﺡ ﺃﻭ‬
‫ﻓﺸل ﺍﻹﻋﻼﻥ ﺒﺭﻤﺘﻪ‪ ،‬ﻭﺒﺎﻝﺘﺎﻝﻲ ﻓﺈﻥ ﺍﻷﻤﺭ ﻴﺘﻁﻠﺏ ﺘﻭﺠﻴﻪ ﻋﻨﺎﻴﺔ ﺨﺎﺼﺔ ﺒﺎﻝﻐﻨﺎﻭﻴﻥ‬
‫ﺒﻤﺎ ﻴﻀﻤﻥ ﻅﻬﻭﺭﻫﺎ ﺒﺸﻜل ﻴﺴﻬﻡ ﻓﻲ ﺍﻴﺼﺎل ﺍﻝﻔﻜﺭﺓ ﺍﻷﺴﺎﺴﻴﺔ ﻝﻺﻋﻼﻥ‪ ،‬ﻭﻴﻌﺯﺯ‬
‫ﻤﻥ ﻓﺭﺹ ﻨﺠﺎﺤﻪ‪ ،‬ﻓﻬﻭ ﻜﻤﺎ ﺴﺒﻕ ﻭﺃﻥ ﻋﺭﻓﻨﺎ ﺃﻭل ﻤﺎ ﺘﻘﻊ ﻋﻠﻴﻪ ﻋﻴﻨﺎ ﺍﻝﻘـﺎﺭﺉ‪،‬‬
‫‪Copyright © 2017.‬‬
‫‪copyright law.‬‬

‫‪-١٧٤-‬‬

‫‪EBSCO Publishing : eBook Arabic Collection Trial - printed on 4/4/2020 5:47 PM via MINISTÈRE DE L''EDUCATION‬‬
‫‪NATIONALE, DE LA FORMATION PROFESSIONNELLE‬‬
‫; ‪AN: 1945112‬‬ ‫;‪.‬‬
‫‪Account: ns063387‬‬
‫‪. All rights reserved. May not be reproduced in any form without permission from the publisher, except fair uses permitted under U.S. or applicable‬‬

‫ﻭﺒﺎﻝﺘﺎﻝﻲ ﻓﺈﻥ ﻋﻤﻠﻴﺔﺍﻻﻨﺘﻘﺎل ﺇﻝﻰ ﺒﻘﻴﺔ ﻓﻘﺭﺍﺕ ﺍﻹﻋﻼﻥ ﻭﻗﺭﺍﺀﺘﻬﺎ‪ ،‬ﺃﻭ ﺍﻝﺘﻭﻗﻑ ﻋﻨﺩ‬
‫ﺍﻝﻌﻨﺎﻭﻴﻥ ﻭﺍﻻﻜﺘﻔﺎﺀ ﺒﻬﺎ ﺃﻤﺭﹰﺍ ﺘﺤﺴﻤﻪ ﻏﺎﻝﺒﹰﺎ ﻜﻔﺄﺓ ﻭﻓﺎﻋﻠﻴﺔ ﺘﻠﻙ ﺍﻝﻌﻨﺎﻭﻴﻥ‪ .‬ﻭﺤﺘـﻰ‬
‫ﻴﻜﻭﻥ ﺍﻝﻌﻨﻭﺍﻥ ﻨﺎﺠﺤﹰﺎ ﻭﻤﺅﺩﻴﺎ ﻝﻭﻅﻴﻔﺘﻪ ﺒﺎﻝﺼﻭﺭﺓ ﺍﻝﻤﺜﻠﻰ ﻴﺠﺏ ﺃﻥ ﻴﻠﺘﺯﻡ ﺒﻤﺠﻤﻭﻋﺔ‬
‫ﻤﻥ ﺍﻝﻤﻭﺍﺼﻔﺎﺕ ﺍﻝﻤﻬﻤﺔ ﺍﻝﺘﻲ ﻴﺘﻁﻠﺏ ﻤﺭﺍﻋﺎﺘﻬﺎ ﻤﻥ ﻁﺭﻑ ﺍﻝﻘﺎﺌﻡ ﻋﻠﻰ ﺼـﻴﺎﻏﺔ‬
‫ﺍﻝﺭﺴﺎﻝﺔ ﺍﻹﻋﻼﻨﻴﺔ‪ ،‬ﻭﺍﻝﻤﺘﻤﺜﻠﺔ ﻓﻲ ﺍﻵﺘﻲ‪:‬‬
‫‪ ١‬ـ ﺍﻝﺠﺎﺫﺒﻴﺔ‪ :‬ﻴﺠﺏ ﺃﻥ ﻴﺤﺘﻭﻱ ﺍﻝﻌﻨﻭﺍﻥ ﻋﻠﻰ ﻋﻨﺼـﺭ ﺃﻭ ﺃﻜﺜـﺭ ﻤـﻥ‬
‫ﻋﻨﺎﺼﺭ ﺍﻝﺠﺎﺫﺒﻴﺔ‪ ،‬ﻓﺎﻝﻌﻨﻭﺍﻥ ﺍﻝﺠﺫﺍﺏ ﻫﻭ ﺍﻝﻜﻔﻴل ﺒﻠﻔﺕ ﺃﻫﺘﻤﺎﻡ ﻭﺃﻨﻅﺎﺭ ﺍﻝﻤﺘﻠﻘـﻲ‪،‬‬
‫ﻭﺍﻝﺠﺎﺫﺒﻴﺔ ﻗﺩ ﺘﺘﻤﺜل ﻓﻲ ﻤﻌﻠﻭﻤﺔ ﻤﻬﻤﺔ‪ ،‬ﺃﻭ ﻜﻠﻤﺔ ﺭﻨﺎﻨﺔ ﺃﻭ ﻤﻌﺒﺭﺓ ﺃﻭ ﻤﺜﻴﺭﺓ‪ ،‬ﻴﺴﻬﻡ‬
‫ﺍﺴﺘﺨﺩﺍﻤﻬﺎ ﻓﻲ ﺍﺤﺩﺍﺙ ﻭﻗﻊ ﻤﺒﺎﺸﺭ ﻋﻠﻰ ﺍﻝﻤﺘﻠﻘﻲ‪.‬‬
‫‪ ٢‬ـ ﺍﻝﻭﻀﻭﺡ‪:‬ﻴﺠﺏ ﺍﻻﺒﺘﻌﺎﺩ ﻓﻲ ﺍﻝﻌﻨﺎﻭﻴﻥ ﻋﻥ ﺍﻝﻜﻠﻤﺎﺕ ﺍﻝﻐﺎﻤﻀﺔ ﻭﻏﻴﺭ‬
‫ﺍﻝﻤﻔﻬﻭﻤﺔ‪ ،‬ﻭﺘﻠﻙ ﺍﻝﺘﻲ ﺘﺤﺘﻤل ﻤﻌﺎﻥ ﻤﺘﻌـﺩﺩﺓ‪ ،‬ﺃﻭ ﺍﻝﻜﻠﻤـﺎﺕ ﺍﻝﻨﺸـﺎﺯ‪ ،‬ﺃﻭ ﻏﻴـﺭ‬
‫ﺍﻝﻤﺘﺩﺍﻭﻝﺔ‪ ،‬ﻓﻲ ﻤﻘﺎﺒل ﺫﻝﻙ ﻴﺠﺏ ﺘﺠﻨﺏ ﺍﺴﺘﺨﺩﺍﻡ ﺍﻝﻜﻠﻤﺎﺕ ﺍﻝﻤﺴﺘﻬﻠﻜﺔ‪ ،‬ﻭﺍﻝﺘـﻲ ﻻ‬
‫ﺘﺤﺭﻙ ﺍﻝﻤﺸﺎﻋﺭ ﻭﺍﻻﺤﺎﺴﻴﺱ‪ ،‬ﺒل ﻴﺘﻁﻠﺏ ﺍﻷﻤﺭ ﺍﻨﺘﻘﺎﺀ ﻜﻠﻤﺎﺕ ﻭﺍﻝﻔـﺎﻅ ﺘﻨـﺒﺽ‬
‫ﺒﺎﻝﺤﻴﺎﺓ‪ ،‬ﻭﺘﺜﻴﺭ ﺍﻻﺤﺎﺴﻴﺱ ﻭﺍﻝﻤﺸﺎﻋﺭ ﻭﺍﻝﻌﻭﺍﻁﻑ ﺩﻭﻥ ﻤﺒﺎﻝﻐﺔ‪.‬‬
‫‪ ٣‬ـ ﻴﺠﺏ ﻋﺩﻡ ﺍﻻﺴﺭﺍﻑ ﻓﻲ ﺍﺴﺘﺨﺩﺍﻡ ﺍﻝﻜﻠﻤﺎﺕ ﺍﻻﻤﺭﺓ ﻤﺜل "ﺍﺸـﺘﺭﻱ"‪،‬‬
‫"ﺍﺩﻓﻊ"‪" ،‬ﺍﺘﺼل" ‪ ..‬ﺇﻝﻰ ﺃﺨﺭ ﺘﻠﻙ ﺍﻝﻜﻠﻤﺎﺕ ﺍﻝﺘﻲ ﻗﺩ ﺘﺴﺘﻔﺯ ﺍﻝﻤﺘﻠﻘﻲ‪ ،‬ﺍﺫﺍ ﻝﻡ ﻴﺠﺭﻱ‬
‫ﺍﺴﺘﺨﺩﺍﻤﻬﺎ ﺒﻌﻨﺎﻴﺔ ﻭﺩﻗﺔ‪ ،‬ﻓﻘﺩ ﺘﺸﻌﺭ ﺘﻠﻙ ﺍﻝﻜﻠﻤﺎﺕ ﺍﻝﻤﺘﻠﻘﻲ ﺒﺎﻥ ﺍﻝﻤﻌﻠـﻥ ﻴﺘﻌﺎﻤـل‬
‫ﻤﻌﻪ ﺒﻠﻐﺔ ﺁﻤﺭﺓ ﺘﻭﺤﻲ ﺒﺎﻝﺘﻌﺎﻝﻲ‪ ،‬ﻭﺒﺄﻨﻪ ﺃﻜﺜﺭ ﻓﻬﻤﹰﺎ ﻭﻤﻌﺭﻓﺔ ﻤﻨﻪ‪ ،‬ﻤﻤﺎ ﻗﺩ ﻴﻘﻭﺩ ﺇﻝﻰ‬
‫ﻨﺘﺎﺌﺞ ﻋﻜﺴﻴﺔ‪.‬‬
‫‪ ٤‬ـ ﻋﺩﻡ ﺍﻝﻤﺒﺎﻝﻐﺔ ﻭﺍﻻﺴﺭﺍﻑ ﻓﻲ ﺍﺴﺘﺨﺩﺍﻡ ﻋﻨﺎﻭﻴﻥ ﻗﺩ ﺘﺠﻌل ﺍﻝﻤﻌﻠﻥ ﻴﺒﺩﻭ‬
‫ﻤﻐﺭﻭﺭﹰﺍ ﻤﻥ ﻭﺠﻬﺔ ﻨﻅﺭ ﺍﻝﻤﺘﻠﻘﻲ‪ ،‬ﺃﻭ ﺘﺠﻌﻠﻪ ﻴﺸﻙ ﻓﻲ ﻤﺼﺩﺍﻗﻴﺘﻪ‪ ،‬ﻤﻤﺎ ﻴﻔﻘﺩﻩ ﺜﻘﺘﻪ‬
‫ﻓﻴﻪ‪ ،‬ﻭﻤﻥ ﺫﻝﻙ "ﻨﺤﻥ ﺍﻻﻓﻀل"‪ ،‬ﺃﻭ "ﻭﺤﺩﻨﺎ ﻨﻘﺩﻡ ﻝﻙ ﺍﻝﺤل"‪ ،‬ﺃﻭ "ﻝﻥ ﺘﺠـﺩ ﻤﺜﻴـل‬
‫ﻝﻨﺎ"‪.‬‬
‫‪Copyright © 2017.‬‬
‫‪copyright law.‬‬

‫‪-١٧٥-‬‬

‫‪EBSCO Publishing : eBook Arabic Collection Trial - printed on 4/4/2020 5:47 PM via MINISTÈRE DE L''EDUCATION‬‬
‫‪NATIONALE, DE LA FORMATION PROFESSIONNELLE‬‬
‫; ‪AN: 1945112‬‬ ‫;‪.‬‬
‫‪Account: ns063387‬‬
‫‪. All rights reserved. May not be reproduced in any form without permission from the publisher, except fair uses permitted under U.S. or applicable‬‬

‫‪ ٥‬ـ ﻴﺠﺏ ﺍﻻﺒﺘﻌﺎﺩ ﻋﻥ ﺍﻝﻌﻨﺎﻭﻴﻥ ﺍﻝﻁﻭﻴﻠﺔ ﺍﻝﺘﻲ ﺘﺤﻭﻱ ﻜﻠﻤﺎﺕ ﻜﺜﻴـﺭﺓ ﻻ‬

‫ﻀﺭﻭﺭﺓ ﻝﻬﺎ‪ ،‬ﺒل ﻴﺠﺏ ﺍﺴﺘﺨﺩﺍﻡ ﺍﻝﻜﻠﻤﺎﺕ ﺍﺴﺘﺨﺩﺍﻤﹰﺎ ﻤﺤﺴﻭﺒﺎﹰ‪ ،‬ﻓﻼ ﺘﻭﻀﻊ ﻜﻠﻤـﺔ‬
‫ﻓﻲ ﺍﻝﻌﻨﻭﺍﻥ ﺒﺎﻻﻤﻜﺎﻥ ﺤﺫﻓﻬﺎ ﻭﺍﻻﺴﺘﻐﻨﺎﺀ ﻋﻠﻴﻬـﺎ‪ ،‬ﺩﻭﻥ ﺃﻥ ﻴـﺅﺜﺭ ﺫﻝـﻙ ﻋﻠـﻰ‬
‫ﺍﻝﻤﻌﻨﻰ‪ ..‬ﻓﻼ ﻀﺭﻭﺭﺓ ﻻﺴﺘﺨﺩﺍﻡ ﻜﻠﻤﺎﺕ ﻻﺤﺎﺠﺔ ﻻﺴﺘﺨﺩﺍﻤﻬﺎ‪ ،‬ﻭﺒﺎﻝﺘﺎﻝﻲ ﻴﺠـﺏ‬
‫ﺍﻨﺘﻘﺎﺀ ﻜل ﻜﻠﻤﺔ ﺒﻌﻨﺎﻴﺔ‪ ..‬ﻭﻀﻊ ﻓﻲ ﺍﻋﺘﺒﺎﺭﻙ ﺩﺍﺌﻤﹰﺎ ﺃﻥ ﻤﻬﻤﺔ ﺍﻝﻌﻨﻭﺍﻥ ﺍﻷﺴﺎﺴـﻴﺔ‬
‫ﻫﻲ ﺠﻌل ﺍﻝﻤﺘﻠﻘﻲ ﻴﻨﺘﺒﻪ ﺇﻝﻰ ﺍﻹﻋﻼﻥ ﻭﻴﻁﻠﻊ ﻋﻠﻴﻪ‪.‬‬
‫‪ ٦‬ـ ﻤﻥ ﺍﻷﻫﻤﻴﺔ ﺒﻤﻜﺎﻥ ﺭﺒﻁ ﻋﻨﻭﺍﻥ ﺍﻹﻋﻼﻥ ﺒﺒﻘﻴـﺔ ﺍﻝﻌﻨﺎﺼـﺭﺍﻷﺨﺭﻯ‬
‫ﺍﻝﺘﻲ ﻴﺘﻀﻤﻨﻬﺎ ﺍﻹﻋﻼﻥ‪ ،‬ﻜﺎﻝﺼﻭﺭ ﻭﺍﻝﺭﺴﻭﻡ‪ ،‬ﻭﻏﻴﺭﻫﺎ ﻤﻥ ﻋﻨﺎﺼﺭ ﺍﻻﻴﻀﺎﺡ‪ ،‬ﺒﻤﺎ‬
‫ﻴﻘﻭﺩ ﺇﻝﻰ ﺍﻝﺘﻨﺴﻴﻕ ﺒﻴﻨﻬﺎ ﺠﻤﻴﻌﺎﹰ‪ ،‬ﻓﻼ ﻴﻁﻐﻰ ﻋﻨﺼﺭﺍﺹ ﻋﻠﻰ ﺃﺨﺭ‪ ،‬ﺒـل ﺘـﺄﺘﻲ‬
‫ﻤﻜﻤﻠﺔ ﻝﺒﻌﻀﻬﺎ ﺍﻝﺒﻌﺽ‪.‬‬
‫‪ ٧‬ـ ﻴﺠﺏ ﺍﻥ ﻴﻜﺘﺏ ﻋﻨﻭﺍﻥ ﺍﻹﻋﻼﻥ ﻭﻴﺼﺎﻍ ﺒﻨﺎﺀ ﻋﻠﻰ ﻨﻭﻋﻴﺔ ﻭﻁﺒﻴﻌﺔ‬
‫ﺍﻝﺠﻤﻬﻭﺭ ﺍﻝﻤﺴﺘﻬﺩﻑ ﺒﺎﻹﻋﻼﻥ‪ ،‬ﻭﺍﻻﺤﺘﻴﺎﺠﺎﺕ ﺍﻝﺘﻲ ﺘﺸﺒﻌﻬﺎ ﺍﻝﺴﻠﻌﺔ ﺃﻭ ﺍﻝﺨﺩﻤـﺔ‬
‫ﺍﻝﻤﻌﻠﻥ ﻋﻨﻬﺎ‪ ،‬ﻓﺎﻝﻜﻠﻤﺎﺕ ﺍﻝﺘﻲ ﺘﻭﻀﻊ ﻝﻌﻨﻭﺍﻥ ﻤﻌﻴﻥ ﻴﺴﺘﻬﺩﻑ ﺍﻷﻁﻔﺎل‪ ،‬ﻝﻴﺱ ﻫﻲ‬
‫ﺫﺍﺘﻬﺎ ﺍﻝﺘﻲ ﺘﻭﻀﻊ ﻝﻌﻨﻭﺍﻥ ﻤﻨﺘﺞ ﻴﺘﻭﺠﻪ ﻝﻠﻨﺴﺎﺀ ﻤﺜﻼﹰ‪ ،‬ﻭﻴﺘﻌﻠﻕ ﺒﺎﻝﻤﻼﺒﺱ ﻭﻤﺴﺎﺤﻴﻕ‬
‫ﻻ ﻨﻭﻉ ﺍﻝﺠﻤﻬﻭﺭ‪ ،‬ﻭﺍﺤﺘﻴﺎﺠﺎﺘﻪ‪،‬‬
‫ﺍﻝﺘﺠﻤﻴل ﺃﻭ ﺍﻝﺴﺎﻋﺎﺕ‪ ،‬ﻭﺒﺎﻝﺘﺎﻝﻲ ﻻﺒﺩ ﻤﻥ ﻤﻌﺭﻓﺔ ﺃﻭ ﹰ‬
‫ﻭﻨﻭﻉ ﻭﻁﺒﻴﻌﺔ ﺍﻝﺴﻠﻌﺔ ﺍﻝﻤﻌﻠﻥ ﻋﻨﻬﺎ‪ ،‬ﺤﺘﻰ ﻴﺘﻡ ﺍﺨﺘﻴﺎﺭ ﺍﻝﻜﻠﻤﺎﺕ ﺍﻝﻤﻼﺌﻤﺔ ﻝﻠﻌﻨﺎﻭﻴﻥ‪.‬‬
‫‪Copyright © 2017.‬‬
‫‪copyright law.‬‬

‫‪-١٧٦-‬‬

‫‪EBSCO Publishing : eBook Arabic Collection Trial - printed on 4/4/2020 5:47 PM via MINISTÈRE DE L''EDUCATION‬‬
‫‪NATIONALE, DE LA FORMATION PROFESSIONNELLE‬‬
‫; ‪AN: 1945112‬‬ ‫;‪.‬‬
‫‪Account: ns063387‬‬
‫‪. All rights reserved. May not be reproduced in any form without permission from the publisher, except fair uses permitted under U.S. or applicable‬‬

‫ﺍﻝﻬﻭﺍﻤﺵ‬

‫‪ ١‬ـ ﺨﻠﻴل ﺼﺎﺒﺎﺕ‪ ،‬ﺍﻹﻋﻼﻥ ‪ .‬ﺘﺎﺭﻴﺨﻪ‪ ،‬ﺃﺴﺴـﻪ‪ ،‬ﻗﻭﺍﻋـﺩﻩ‪ ..‬ﻓﻨﻭﻨـﻪ ﻭﺍﺨﻼﻗﻴﺎﺘـﻪ‪،‬‬

‫ﺍﻝﻘﺎﻫﺭﺓ‪ ،‬ﻤﻜﺘﺒﺔ ﺍﻻﻨﺠﻠﻭ ﺍﻝﻤﺼﺭﻴﺔ‪ ،‬ﺹ‪.٢٠١‬‬
‫ﻜﺫﻝﻙ ‪:‬‬
‫‪Dorthy cohen. Advertising. New york: john willy sons Inc.‬‬
‫‪1972 . p458‬‬
‫‪ ٢‬ـ ﺼﻔﻭﺕ ﺍﻝﻌﺎﻝﻡ‪ ،‬ﻋﻤﻠﻴﺔ ﺍﻻﺘﺼﺎل ﺍﻹﻋﻼﻨﻲ‪ ،‬ﺍﻝﻘﺎﻫﺭﺓ‪ ،‬ﻤﻜﺘﺒﺔ ﺍﻝﻨﻬﻀﺔ ﺍﻝﻤﺼـﺭﻴﺔ‪،‬‬
‫‪ ،١٩٩٩‬ﺹ ‪١٥٦‬‬
‫‪ ٣‬ـ ﻤﺤﻤﺩ ﺠﻭﺩﺕ ﻨﺎﺼﺭ‪ ،‬ﺍﻝﺩﻋﺎﻴﺔ ﻭﺍﻹﻋـﻼﻥ ﻭﺍﻝﻌﻼﻗـﺎﺕ ﺍﻝﻌﺎﻤـﺔ‪ ،‬ﻋﻤـﺎﻥ‪ ،‬ﺩﺍﺭ‬
‫ﻤﺠﺩﻻﻭﻱ ﻝﻠﻨﺸﺭ‪ ،١٩٩٨ ،‬ﺹ ‪١٢٤‬‬
‫‪ ٤‬ـ ﺼﻔﻭﺕ ﺍﻝﻌﺎﻝﻡ‪ ،‬ﻋﻤﻠﻴﺔ ﺍﻻﺘﺼﺎل ﺍﻹﻋﻼﻨﻲ‪ ،‬ﻤﺭﺠﻊ ﺴﺎﺒﻕ‪ ،‬ﺹ ‪١٥٧‬‬
‫ﻜﺫﻝﻙ‪:‬‬
‫ﺴﻤﻴﺭ ﺤﺴﻴﻥ‪ ،‬ﻓﻥ ﺍﻹﻋﻼﻥ‪ ،‬ﺹ‪.٤٣،٤٤‬‬
‫ﻋﻠﻲ ﺍﻝﺴﻠﻤﻲ‪ ،‬ﻤﺭﺠﻊ ﺴﺎﺒﻕ‪ ،‬ﺹ‪.١٣٢،١٣٣،١٣٤‬‬
‫ﺨﻠﻴل ﺼﺎﺒﺎﺕ‪ ،‬ﻤﺭﺠﻊ ﺴﺎﺒﻕ‪ ،‬ﺹ‪.٢٠٩‬‬
‫ﻼ ﻋﻥ ‪:‬‬‫‪ ٥‬ـ ﺼﻔﻭﺕ ﺍﻝﻌﺎﻝﻡ‪ ،‬ﻋﻤﻠﻴﺔ ﺍﻻﺘﺼﺎل ﺍﻹﻋﻼﻨﻲ‪ ،‬ﻤﺭﺠﻊ ﺴﺎﺒﻕ‪ ،‬ﻨﻘ ﹰ‬
‫‪A ndrew F .h. Armestorong ‘Graphic Impact. In‬‬
‫’‪advertising‬‬
‫‪New yourk: harper poy puplishers, 1995. P 42‬‬
‫‪ ٦‬ـ ﻓﺎﺭﺱ ﻤﺘﺭﻱ ﻅﺎﻫﺭ‪ ،‬ﺍﻝﻀﻭﺀ ﻭﺍﻝﻠﻭﻥ‪ ،‬ﻁ‪ ،١‬ﺒﻴﺭﻭﺕ‪ ،‬ﺩﺍﺭ ﺍﻝﻘﻠـﻡ‪ ،١٩٧٩ ،‬ﺹ‬
‫‪ ٥٠‬ـ ‪٥٤‬‬
‫‪ ٧‬ـ ﻤﺤﻤﺩ ﺠﻭﺩﺕ ﻨﺎﺼﺭ‪ ،‬ﺍﻝﺩﻋﺎﻴﺔ ﻭﺍﻹﻋﻼﻥ ﻭﺍﻝﻌﻼﻗﺎﺕ ﺍﻝﻌﺎﻤﺔ‪ ،‬ﻤﺭﺠﻊ ﺴـﺎﺒﻕ‪ ،‬ﺹ‬
‫‪١٣٠‬‬
‫‪ ٨‬ـ ﺍﻝﻤﺭﺠﻊ ﺍﻝﺴﺎﺒﻕ‪ ،‬ﺹ‪.١٢٩‬‬
‫‪ ٩‬ـ ﻗﺤﻁﺎﻥ ﺒﺩﺭ ﺍﻝﻌﺒﺩﻝﻲ‪ ،‬ﺴﻤﻴﺭ ﻋﺒﺩﺍﻝﺭﺯﺍﻕ ﺍﻝﻌﺒﺩﻝﻲ‪ ،‬ﺍﻝﺩﻋﺎﻴﺔ ﻭﺍﻹﻋـﻼﻥ‪ ،‬ﻤﺭﺠـﻊ‬
‫‪Copyright © 2017.‬‬

‫ﺴﺎﺒﻕ‪ ،‬ﺹ ‪١٨٣‬‬

‫‪copyright law.‬‬

‫‪-١٧٧-‬‬

‫‪EBSCO Publishing : eBook Arabic Collection Trial - printed on 4/4/2020 5:47 PM via MINISTÈRE DE L''EDUCATION‬‬
‫‪NATIONALE, DE LA FORMATION PROFESSIONNELLE‬‬
‫; ‪AN: 1945112‬‬ ‫;‪.‬‬
‫‪Account: ns063387‬‬
‫‪. All rights reserved. May not be reproduced in any form without permission from the publisher, except fair uses permitted under U.S. or applicable‬‬

‫‪ ١٠‬ـ ﻤﺤﻤﺩ ﺠﻭﺩﺕ ﻨﺎﺼﺭ‪ ،‬ﻤﺭﺠﻊ ﺴﺎﺒﻕ‪ ،‬ﺹ‪.١٢٩‬‬

‫‪ ١١‬ـ ﻫﺎﺭﻱ ﻤﻴﻠﺯ‪ ،‬ﻓﻥ ﺍﻻﻗﻨﺎﻉ‪ ،‬ﺍﻝﺭﻴﺎﺽ‪ ،٢٠٠١ ،‬ﺹ ‪١٨٣ ،١٨٢‬‬
‫‪ ١٢‬ـ ﻤﺤﻤﺩ ﻓﺭﻴﺩ ﺍﻝﺼﺤﻥ‪ ،‬ﺍﻹﻋﻼﻥ‪ ،‬ﺍﻻﺴﻜﻨﺩﺭﻴﺔ‪ ،‬ﺍﻝﺩﺍﺭ ﺍﻝﺠﺎﻤﻌﻴـﺔ‪ ،٢٠٠٣ ،‬ﺹ‬
‫‪٢٤٥‬‬
‫‪ ١٣‬ـ ﻤﺤﻤﺩ ﺠﻭﺩﺕ ﻨﺎﺼﺭ‪ ،‬ﻤﺭﺠﻊ ﺴﺎﺒﻕ‪ ،‬ﺹ‪.١٢٩‬‬
‫‪ ١٤‬ـ ﺍﺴﻤﺎﻋﻴل ﻤﺤﻤﺩ ﺍﻝﺴﻴﺩ‪ ،‬ﺍﻹﻋﻼﻥ‪ ،‬ﺍﻻﺴﻜﻨﺩﺭﻴﺔ‪ ،‬ﺍﻝﻤﻜﺘﺏ ﺍﻝﺠﺎﻤﻌﻲ ﺍﻝﺤﺩﻴﺙ‪ ،‬ﺹ‬
‫‪٤٩٣،٤٩٤‬‬
‫ﻜﺫﻝﻙ‪ :‬ﻤﺤﻤﺩ ﺠﻭﺩﺕ ﻨﺎﺼﺭ‪ ،‬ﻤﺭﺠﻊ ﺴﺎﺒﻕ‪ ،‬ﺹ ‪١٣١‬‬
‫‪ ١٥‬ـ ﻗﺤﻁﺎﻥ ﺒﺩﺭ ﺍﻝﻌﺒﺩﻝﻲ‪ ،‬ﺴﻤﻴﺭ ﻋﺒﺩﺍﻝﺭﺯﺍﻕ ﺍﻝﻌﺒﺩﻝﻲ‪ ،‬ﻤﺭﺠﻊ ﺴﺎﺒﻕ‪ ،‬ﺹ ‪١٧٩‬‬
‫‪ ١٦‬ـ ﺨﻠﻴل ﺼﺎﺒﺎﺕ‪ ،‬ﺍﻹﻋﻼﻥ‪ ،‬ﻁ‪ ،٣‬ﺍﻝﻘﺎﻫﺭﺓ‪ ،‬ﻤﻜﺘﺒﺔ ﺍﻻﻨﺠﻠﻭ ﺍﻝﻤﺼـﺭﻴﺔ‪،١٩٩٧ ،‬‬
‫ﺹ ‪٢١٩‬‬
‫‪ ١٧‬ـ ﻤﺴﻌﻭﺩ ﺤﺴﻴﻥ ﺍﻝﺘﺎﺌﺏ‪ ،‬ﻤﺭﺠﻊ ﺴﺎﺒﻕ‪ ،‬ﺹ‪.١٩٤‬‬
‫‪ ١٨‬ـ ﺼﻔﻭﺕ ﺍﻝﻌﺎﻝﻡ‪ ،‬ﺍﻹﻋﻼﻥ ﺍﻝﺼﺤﻔﻲ ﻭﺘﺨﻁﻴﻁ ﺍﻝﺤﻤﻼﺕ ﺍﻹﻋﻼﻨﻴـﺔ‪ ،‬ﺍﻝﻘـﺎﻫﺭﺓ‪،‬‬
‫ﻤﻜﺘﺒﺔ ﺍﻝﻨﻬﻀﺔ ﺍﻝﻤﺼﺭﻴﺔ‪ ،٢٠٠٠ ،‬ﺹ ‪٩٦‬‬
‫‪ ١٩‬ـ ﻤﺴﻌﻭﺩ ﺤﺴﻴﻥ ﺍﻝﺘﺎﺌﺏ‪ ،‬ﻤﺭﺠﻊ ﺴﺎﺒﻕ‪ ،‬ﺹ‪.٤٤٣‬‬
‫‪ ٢٠‬ـ ﺍﻝﻤﺭﺠﻊ ﺍﻝﺴﺎﺒﻕ‪ ،‬ﺹ ‪٣٠٧‬‬
‫‪ ٢١‬ـ ﺼﻔﻭﺕ ﺍﻝﻌﺎﻝﻡ‪ ،‬ﺍﻹﻋﻼﻥ ﺍﻝﺼﺤﻔﻲ ﻭﺘﺨﻁﻴﻁ ﺍﻝﺤﻤﻼﺕ ﺍﻹﻋﻼﻨﻴﺔ‪ ،‬ﻤﺭﺠﻊ ﺴﺎﺒﻕ‪،‬‬
‫ﺹ ‪١٠٣‬‬
‫‪ ٢٢‬ـ ﺍﻝﻤﺭﺠﻊ ﺍﻝﺴﺎﺒﻕ‪ ،‬ﺹ ‪١٠٢‬‬
‫‪ ٢٣‬ـ ﺍﻝﻤﺭﺠﻊ ﺍﻝﺴﺎﺒﻕ‪ ،‬ﺹ ‪١٠٣‬‬
‫‪ ٢٤‬ـ ﺍﻝﻤﺭﺠﻊ ﺍﻝﺴﺎﺒﻕ‪ ،‬ﺹ ‪١٠٦‬‬
‫‪ ٢٥‬ـ ﺍﻝﻤﺭﺠﻊ ﺍﻝﺴﺎﺒﻕ‪ ،‬ﺹ ‪١٠٦ ،١٠٥‬‬
‫‪ ٢٦‬ـ ﻤﻨﻰ ﺍﻝﺤﺩﻴﺩﻱ‪ ،‬ﺴﻠﻭﻯ ﺍﻤﺎﻡ‪ ،‬ﺍﻹﻋﻼﻥ ﻓﻲ ﺍﻝﺘﻠﻔﺯﻴﻭﻥ ﺍﻝﻤﺼﺭﻱ‪ ،‬ﺍﻝﻘـﺎﻫﺭﺓ ﺩﺍﺭ‬
‫ﺍﻝﻔﻜﺭ ﺍﻝﻌﺭﺒﻲ‪ ،١٩٨٧ ،‬ﺹ‪٣٧‬‬
‫‪ ٢٧‬ـ ﻓﺘﺤﻲ ﺨﻠﻴل‪ ،‬ﺍﻝﻌﻨﻭﺍﻥ ﺍﻝﺼﺤﻔﻲ‪ :‬ﺍﻝﺘﻨﺴﻴﻕ ﺒﻴﻥ ﺍﻻﻗﺴﺎﻡ‪ ،‬ﺒﻴﺭﻭﺕ‪ ،‬ﻤﺅﺴﺴﺔ ﺒﺘﺭﺍ‬
‫ﻝﻠﻁﺒﺎﻋﺔ ﻭﺍﻝﻨﺸﺭ‪ ،١٩٨٢ ،‬ﺹ ‪١٤ ، ١٠ ،٩‬‬
‫‪Copyright © 2017.‬‬
‫‪copyright law.‬‬

‫‪-١٧٨-‬‬

‫‪EBSCO Publishing : eBook Arabic Collection Trial - printed on 4/4/2020 5:47 PM via MINISTÈRE DE L''EDUCATION‬‬
‫‪NATIONALE, DE LA FORMATION PROFESSIONNELLE‬‬
‫; ‪AN: 1945112‬‬ ‫;‪.‬‬
‫‪Account: ns063387‬‬
‫‪. All rights reserved. May not be reproduced in any form without permission from the publisher, except fair uses permitted under U.S. or applicable‬‬

‫‪٢٨‬ـ ﻤﺤﻤﺩ ﺴﻌﻴﺩ ﻤﻘﺒل‪ ،‬ﺍﻹﻋﻼﻥ ﺍﻝﺼﺤﻔﻲ‪ ،‬ﻁ‪ ،١‬ﺼﻨﻌﺎﺀ‪ ،١٩٩٦ ،‬ﺹ ‪٢٤‬‬
‫‪ ٢٩‬ـ ﻭﻓﻴﻕ ﺍﻝﻁﻴﺒﻲ‪ ،‬ﺴﻜﺭﺘﻴﺭ ﺍﻝﺘﺤﺭﻴﺭ‪ :‬ﺩﻭﺭ ﺴﻜﺭﺘﻴﺭ ﺍﻝﺘﺤﺭﻴﺭ‪ ،‬ﺒﻴـﺭﻭﺕ‪ ،‬ﺍﻻﺘﺤـﺎﺩ‬
‫ﺍﻝﻌﺎﻡ ﻝﻠﺼﺤﻔﻴﻴﻥ ﺍﻝﻌﺭﺏ‪ ،١٩٨١ ،‬ﺹ ‪٢٧ ،٢٦‬‬
‫‪ ٣٠‬ـ ﺘﻴﺴﻴﺭ ﺍﺒﻭﻋﺭﺠﺔ‪ ،‬ﺍﺨﺭﺍﺝ ﺍﻝﺼﺤﻑ ﻭﺍﻝﻤﺠﻼﺕ‪ ،‬ﺩﺒﻲ‪ ،‬ﺩﺍﺭ ﺍﻝﻘﻠﻡ‪ ،١٩٨٦ ،‬ﺹ‬
‫‪٦٢،٦٣‬‬
‫‪٣١‬ـ ﻋﻠﻲ ﺍﻝﺴﻠﻤﻲ‪ ،‬ﺍﻹﻋﻼﻥ‪ ،‬ﺍﻝﻘﺎﻫﺭﺓ‪ ،‬ﻤﻜﺘﺒﺔ ﻏﺭﻴﺏ‪ ،‬ﺹ ‪١٤٢‬ـ ‪١٤٤‬‬
‫ﻜﺫﻝﻙ‪:‬‬
‫ﻤﺤﻤﺩ ﻓﺭﻴﺩ ﺍﻝﺼﺤﻥ‪ ،‬ﺍﻹﻋﻼﻥ‪ ،‬ﺍﻝﻘﺎﻫﺭﺓ‪ ،١٩٩٣ ،‬ﺹ ‪ ٢١٦‬ـ ‪٢١٩‬‬
‫ﻤﺤﻤﺩ ﺠﻭﺩﺕ ﻨﺎﺼﺭ‪ ،‬ﺍﻝﺩﻋﺎﻴـﺔ ﻭﺍﻹﻋـﻼﻥ ﻭﺍﻝﻌﻼﻗـﺎﺕ ﺍﻝﻌﺎﻤـﺔ‪ ،‬ﻤﺭﺠـﻊ ﺴـﺎﺒﻕ‪،‬‬
‫‪١٢٢،١٢٣‬‬
‫ﻋﺒﺩﺍﻝﺭﺤﻤﻥ ﺍﺩﺭﻴﺱ‪ ،‬ﺍﻹﻋﻼ ﻥ ﻭﺍﻝﻌﻼﻗﺎﺕ ﺍﻝﻌﺎﻤﺔ‪ ،‬ﺍﻝﻘﺎﻫﺭﺓ‪ ،١٩٩٠ ،‬ﺹ‬
‫ﻤﺤﻤﺩ ﺴﻌﻴﺩ ﻤﻘﺒل‪ ،‬ﻤﺭﺠﻊ ﺴﺎﺒﻕ‪ ،‬ﺹ ‪٢٥ ،٢٤‬‬
‫‪Copyright © 2017.‬‬
‫‪copyright law.‬‬

‫‪-١٧٩-‬‬

‫‪EBSCO Publishing : eBook Arabic Collection Trial - printed on 4/4/2020 5:47 PM via MINISTÈRE DE L''EDUCATION‬‬
‫‪NATIONALE, DE LA FORMATION PROFESSIONNELLE‬‬
‫; ‪AN: 1945112‬‬ ‫;‪.‬‬
‫‪Account: ns063387‬‬
. All rights reserved. May not be reproduced in any form without permission from the publisher, except fair uses permitted under U.S. or applicable
Copyright © 2017.
copyright law.

-١٨٠-

EBSCO Publishing : eBook Arabic Collection Trial - printed on 4/4/2020 5:47 PM via MINISTÈRE DE L''EDUCATION
NATIONALE, DE LA FORMATION PROFESSIONNELLE
AN: 1945112 ; .;
Account: ns063387
. All rights reserved. May not be reproduced in any form without permission from the publisher, except fair uses permitted under U.S. or applicable

‫ﺍﻝﻔﺼل ﺍﻝﺨﺎﻤﺱ‬
‫ﺠﻤﻬﻭﺭﺍﻹﻋﻼﻥ‬
‫ﻭﺃﺴﺎﻝﻴﺏ ﺍﻝﺘﺄﺜﻴﺭ ﻓﻴﻪ‬
Copyright © 2017.
copyright law.

-١٨١-

EBSCO Publishing : eBook Arabic Collection Trial - printed on 4/4/2020 5:47 PM via MINISTÈRE DE L''EDUCATION
NATIONALE, DE LA FORMATION PROFESSIONNELLE
AN: 1945112 ; .;
Account: ns063387
‫‪. All rights reserved. May not be reproduced in any form without permission from the publisher, except fair uses permitted under U.S. or applicable‬‬

‫ﺘﻤﻬﻴﺩ‬

‫ﻨﺨﺼﺹ ﻫﺫﺍ ﺍﻝﻔﺼل ﻝﺠﻤﻬﻭﺭ ﺍﻹﻋﻼﻥ‪ ،‬ﻭﻜﻴﻔﻴﺔ ﺍﻝﺘﺄﺜﻴﺭ ﻓﻴﻪ‪ ،‬ﺤﻴﺙ ﻴﻌـﺩ‬
‫ﺍﻝﺠﻤﻬﻭﺭ ﻫﻭ ﺍﻝﻐﺎﻴﺔ ﺍﻝﻨﻬﺎﺌﻴﺔ ﻝﻠﻤﻌﻠﻨﻴﻥ‪ ،‬ﻭﺒﺎﻝﺘﺎﻝﻲ ﻓﺈﻥ ﻜل ﺍﻝﺠﻬﻭﺩ ﺍﻝﺘﻲ ﻴﻘﻭﻡ ﺒﻬـﺎ‬
‫ﺍﻝﻤﻌﻠﻥ ﺍﻨﻤﺎ ﺘﺴﺘﻬﺩﻑ ﻓﻲ ﻨﻬﺎﻴﺔ ﺍﻷﻤﺭ ﺍﻝﺘﺄﺜﻴﺭ ﻓﻲ ﺍﻝﻤﺘﻠﻘﻲ‪ ،‬ﺍﻝﺫﻱ ﻫـﻭ ﺠﻤﻬـﻭﺭ‬
‫ﺍﻹﻋﻼﻥ‪،‬ﻭﻫﻭ ﻤﺎ ﻴﻌﻨﻲ ﻀﺭﻭﺭﺓ ﺍﻝﺘﻌﺭﻑ ﻋﻠﻰ ﻫﺫﺍ ﺍﻝﺠﻤﻬـﻭﺭ ﻭﺩﺭﺍﺴـﺘﻬﺒﻬﺩﻑ‬
‫ﺍﻝﻭﻗﻭﻑ ﻋﻠﻰ ﺨﺼﺎﺌﺼﻪ ﻭﺍﺤﺘﻴﺎﺠﺎﺘﻪ ﻭﻤﺘﻁﻠﺒﺎﺘﻪ ﻭﻅﺭﻭﻓﻪ‪ ،‬ﻤﻤﺎ ﻴﺴﺎﻋﺩ ﺒﻌﺩ ﺫﻝﻙ‬
‫ﻋﻠﻰ ﺍﻝﺘﻌﺎﻤل ﻤﻌﻪ ﺒﻁﺭﻴﻘﺔ ﺘﻤﻜﻥ ﺍﻝﻤﻌﻠﻥ ﻤﻥ ﺍﻝﺘﺄﺜﻴﺭ ﻓﻴﻪ ﺒﺎﻝﺼﻭﺭﺓ ﺍﻝﻤﻁﻠﻭﺒﺔ‪ ،‬ﻝﺫﺍ‬
‫ﻓﻘﺩ ﻗﺴﻡ ﻫﺫﺍ ﺍﻝﻔﺼل ﺇﻝﻰ ﻤﺒﺤﺜﻴﻥ ﺍﺜﻨﻴﻥ‪ ،‬ﻴﻨﺎﻗﺵ ﺍﻷﻭل ﺠﻤﻬﻭﺭ ﺍﻹﻋـﻼﻥ ﻤـﻥ‬
‫ﺠﻭﺍﻨﺏ ﻤﺘﻌﺩﺩﺓ‪ ،‬ﻓﻲ ﺤﻴﻥ ﻴﺨﺼﺹ ﺍﻝﻤﺒﺤﺙ ﺍﻝﺜﺎﻨﻲ ﻝﻠﺘﻌﺭﻑ ﻋﻠﻰ ﺃﺴﺎﻝﻴﺏ ﺍﻝﺘﺄﺜﻴﺭ‬
‫ﺍﻹﻋﻼﻨﻲ ﻋﻠﻰ ﺫﻝﻙ ﺍﻝﺠﻤﻬﻭﺭ‪ ،‬ﻭﺫﻝﻙ ﻜﺎﻝﺘﺎﻝﻲ‪:‬‬
‫‪Copyright © 2017.‬‬
‫‪copyright law.‬‬

‫‪-١٨٢-‬‬

‫‪EBSCO Publishing : eBook Arabic Collection Trial - printed on 4/4/2020 5:47 PM via MINISTÈRE DE L''EDUCATION‬‬
‫‪NATIONALE, DE LA FORMATION PROFESSIONNELLE‬‬
‫; ‪AN: 1945112‬‬ ‫;‪.‬‬
‫‪Account: ns063387‬‬
‫‪. All rights reserved. May not be reproduced in any form without permission from the publisher, except fair uses permitted under U.S. or applicable‬‬

‫ﺠﻤﻬﻭﺭ ﺍﻹﻋﻼﻥ‬

‫ﻨﻘﺼﺩ ﺒﺠﻤﻬﻭﺭ ﺍﻹﻋﻼﻥ ﻤﺠﻤﻭﻉ ﺍﻷﻓﺭﺍﺩ ﺍﻝﺫﻴﻥ ﻴﺘﻭﺠﻪ ﺍﻝﻴﻬﻡ ﺍﻝﻤﻌﻠﻨـﻭﻥ‪،‬‬

‫ﻭﻴﺴﺘﻬﺩﻓﻭﻨﻬﻡ ﺒﺈﻋﻼﻨﺎﺘﻬﻡ ﻝﻠﺘﺄﺜﻴﺭ ﻓﻴﻬﻡ‪ ،‬ﻓﻠﻜل ﺇﻋـﻼﻥ ﺠﻤﻬـﻭﺭ ﻴﺘﻭﺠـﻪ ﺇﻝﻴـﻪ‬
‫ﻭﻴﺴﺘﻬﺩﻓﻪ‪ ،‬ﻭﻴﺴﻌﻰ ﺒﻜل ﺍﻝﺴﺒل ﻝﻠﻭﺼﻭل ﺇﻝﻴﻪ‪.‬‬
‫ﻭﻴﻌﺘﺒﺭ ﺍﻝﺠﻤﻬﻭﺭ ﺍﻝﻬﺩﻑ ﺍﻷﺴﺎﺴﻲ ﻭﺍﻝﻨﻬﺎﺌﻲ ﻓﻲ ﻋﻤﻠﻴﺔ ﺍﻻﺘﺼﺎل‪ ،‬ﻭﺍﺫﺍ ﻝﻡ‬
‫ﻴﻜﻥ ﻝﺩﻯ ﺍﻝﻘﺎﺌﻡ ﺒﺎﻻﺘﺼﺎل ﻓﻜﺭﺓ ﻜﺎﻤﻠﺔ ﻋﻥ ﻗﺩﺭﺍﺕ ﺍﻝﺠﻤﻬﻭﺭ ﺍﻝﻐﻘﻠﻴﺔ ﻭﺨﺼﺎﺌﺼﻪ‬
‫ﺍﻝﻨﻔﺴﻴﺔ ﻭﺍﻝﻌﺎﻁﻔﻴﺔ‪ ،‬ﻭﺨﺼﺎﺌﺼﻪ ﺍﻻﻭﻝﻴﺔ ﻓﺴﻭﻑ ﻴﺤﺩ ﺫﻝﻙ ﻤـﻥ ﻤﻘﺩﺭﺘـﻪ ﻋﻠـﻰ‬
‫ﺍﻝﻭﺼﻭل ﺍﻝﻴﻪ ﻭﺍﻗﻨﺎﻋﻪ ﻤﻬﻤﺎ ﻜﺎﻨﺕ ﺍﻝﺭﺴﺎﻝﺔ ﻤﺼﻤﻤﺔ ﺘﺼﻤﻴﻤﹰﺎ ﺠﻴﺩﺍﹰ‪ ،‬ﻭﻤﻬﻤﺎ ﻜﺎﻨﺕ‬
‫ﻗﺩﺭﺍﺕ ﺍﻝﻘﺎﺌﻡ ﺒﺎﻻﺘﺼﺎل ﻭﺍﻝﻭﺴﻴﻠﺔ)‪.(١‬‬
‫ﻭﻗﺩ ﻻ ﻨﻜﻭﻥ ﻤﺒﺎﻝﻐﻭﻥ ﺍﺫﺍ ﻗﻠﻨﺎ ﺃﻥ ﺍﻝﺠﻤﻬﻭﺭ ﻫﻭ ﺃﻫﻡ ﻋﻨﺼﺭ ﻓﻲ ﺍﻝﻌﻤﻠﻴـﺔ‬
‫ﺍﻹﻋﻼﻨﻴﺔ ﺒﺭﻤﺘﻬﺎ‪ ،‬ﻓﺒﺩﻭﻥ ﺠﻤﻬﻭﺭ ﺴﻭﻑ ﻝﻥ ﺘﻜﻭﻥ ﻫﻨﺎﻙ ﺤﺎﺠﺔ ﺃﺴﺎﺴﹰﺎ ﻝﻺﻋﻼﻥ‪،‬‬
‫ﻭﻨﺠﺎﺡ ﺃﻱ ﻭﺴﻴﻠﺔ ﺇﻋﻼﻨﻴﺔ ﻴﺘﻭﻗﻑ ﺇﻝﻰ ﺩﺭﺠﺔ ﻜﺒﻴﺭﺓ ﻋﻠﻰ ﻋﺩﺩ ﺍﻷﻓـﺭﺍﺩ ﺍﻝـﺫﻴﻥ‬
‫ﺘﺼل ﺍﻝﻴﻬﻡ ﻭﺘﺤﺎﻁﺒﻬﻡ ﻜﻤﺎ ﺃﻥ ﻜل ﺍﻝﻌﻤﻠﻴﺎﺕ ﺍﻝﺘﻲ ﺘﺭﺍﻓﻕ ﻤﺭﺍﺤل ﺘﺠﻬﻴﺯ ﺍﻹﻋﻼﻥ‬
‫ﻭﺍﻝﻤﺘﺜﻠﺔ ﻓﻲ ﺼﻴﺎﻏﺔ ﺍﻝﻨﺹ ﺍﻹﻋﻼﻨﻲ‪ ،‬ﻭﺃﺨﺘﻴﺎﺭ ﻤﻭﻗﻊ ﺃﻭ ﺘﻭﻗﻴﺕ ﺍﻝﻨﺸﺭ "ﺤﺴـﺏ‬
‫ﻨﻭﻉ ﺍﻝﻭﺴﻴﻠﺔ"‪ ،‬ﻭﺍﺴﺘﺨﺩﺍﻡ ﺍﻷﻝﻭﺍﻥ‪ ،‬ﻭﺃﺴﺎﻝﻴﺏ ﺍﻻﺨﺭﺍﺝ ﻭﺍﻝﺘﺼﻤﻴﻡ ﻭﻤﺎ ﺇﻝﻰ ﺫﻝﻙ‪..‬‬
‫ﺠﻤﻴﻌﻬﺎ ﺘﻬﺩﻑ ﺇﻝﻰ ﺸﺩ ﺍﻨﺘﺒﺎﻩ ﺍﻝﻤﺘﻠﻘﻲ‪ ،‬ﻭﻝﺫﻝﻙ ﺘﺘﻔﻨﻥ ﻭﻜﺎﻻﺕ ﺍﻹﻋﻼﻥ‪ ،‬ﻭﻤﻜﺎﺘـﺏ‬
‫ﻭﺃﻗﺴﺎﻡ ﺍﻹﻋﻼﻥ ﺒﻭﺴﺎﺌل ﺍﻹﻋﻼﻡ ﺍﻝﻤﺨﺘﻠﻔﺔ ﻓﻲ ﺍﺒﺘـﺩﺍﻉ ﺘﺼـﺎﻤﻴﻡ ﻭﺼـﻴﺎﻏﺎﺕ‬
‫ﻤﺒﺘﻜﺭﺓ‪ ،‬ﺍﻝﻐﺎﻴﺔ ﻤﻨﻬﺎ ﺍﻝﺘﺄﺜﻴﺭ ﻋﻠﻰ ﺍﻝﺠﻤﻬﻭﺭ ﺍﻝﻤﺴﺘﻬﺩﻑ‪ ،‬ﻭﺠﻌﻠـﻪ ﻴﻘﺒـل ﻋﻠـﻰ‬
‫ﺍﻹﻋﻼﻥ ﻭﻴﻘﺘﻨﻊ ﺒﺎﻝﺭﺴﺎﻝﺔ ﺍﻹﻋﻼﻨﻴﺔ‪.‬‬
‫ﻭﺒﺎﻝﻁﺒﻊ ﻓﺈﻥ ﻜل ﺍﻝﻌﻤﻠﻴﺎﺕ ﺍﻝﺴﺎﺒﻘﺔ ﺍﻝﻤﺸﺎﺭ ﺍﻝﻴﻬﺎ ﻭﻏﻴﺭﻫﺎ ﺘﻜﻠﻑ ﺍﻝﻤﻌﻠـﻥ‬
‫ﻻ ﻁﺎﺌﻠﺔ ﻻﺒﺩ ﻤﻥ ﺍﻋﺎﺩﺘﻬﺎ ﻓﻴﻤﺎ ﺒﻌﺩ‪ ،‬ﻭﺘﺤﻘﻴﻕ ﺍﺭﺒﺎﺡ ﺍﻀﺎﻓﻴﺔ‪.‬‬
‫ﺃﻤﻭﺍ ﹰ‬
‫‪Copyright © 2017.‬‬
‫‪copyright law.‬‬

‫‪-١٨٣-‬‬

‫‪EBSCO Publishing : eBook Arabic Collection Trial - printed on 4/4/2020 5:47 PM via MINISTÈRE DE L''EDUCATION‬‬
‫‪NATIONALE, DE LA FORMATION PROFESSIONNELLE‬‬
‫; ‪AN: 1945112‬‬ ‫;‪.‬‬
‫‪Account: ns063387‬‬
‫‪. All rights reserved. May not be reproduced in any form without permission from the publisher, except fair uses permitted under U.S. or applicable‬‬

‫ﻻ ﻜﺜﻴﺭﺓ ﻭﻴﺠﺏ ﺃﻥ ﻴﻨﻔﻕ ﺫﻝﻙ‬

‫ﻓﺎﻹﻋﻼﻥ ﻜﻤﺎ ﻴﻘﻭل ﺃﺤﺩ ﺍﻝﺨﺒﺭﺍﺀ ﻴﻜﻠﻑ ﺍﻤﻭﺍ ﹰ‬
‫ﺍﻝﻤﺎل ﻋﻠﻰ ﺍﻝﻭﺠﻪ ﺍﻝﺼﺤﻴﺢ‪ ،‬ﻭﺍﻝﻔﺸل ﻓﻲ ﺍﻝﻜﻔﺎﺀﺓ ﻤﻌﻨﺎﻩ ﻀﻴﺎﻉ ﺍﻝﻤﻴﺯﺍﻨﻴﺔ‪..‬ﻭﺍﻝﻜﻔﺎﺀﺓ‬
‫ﺘﻌﻨﻲ ﺘﻭﺠﻴﻪ ﺍﻝﺭﺴﺎﻝﺔ ﺍﻝﺼﺤﻴﺤﺔ ﺒﺎﻝﻁﺭﻴﻘﺔ ﺍﻝﺼﺤﻴﺤﺔ ﺇﻝﻰ ﺍﻝﺠﻤﻭﺭ ﺍﻝﺼﺤﻴﺢ‪.(٢)..‬‬
‫ﺃﻥ ﻫﺫﺍ ﻴﺘﻁﻠﺏ ﻤﻌﺭﻓﺔ ﺍﻝﺠﻤﻬﻭﺭ ﻤﻌﺭﻓﺔ ﺼﺤﻴﺤﺔ‪ ،‬ﻭﻫﺫﻩ ﺍﻝﻤﻌﺭﻓﺔ ﻻ ﺘﺄﺘﻲ‬
‫ﺇﻻ ﻤﻥ ﺨﻼل ﺍﻝﺩﺭﺍﺴﺎﺕ ﻭﺍﻝﺒﺤﻭﺙ ﺍﻝﻌﻠﻤﻴﺔ ﺍﻝﻤﻴﺩﺍﻨﻴﺔ ﺍﻝﺘﻲ ﻤﻥ ﺸـﺄﻨﻬﺎ ﺃﻥ ﺘﻘـﺩﻡ‬
‫ﻝﻠﻤﻌل ﻤﻌﻠﻭﻤﺎﺕ ﻭﺍﻓﻴﺔ ﻋﻥ ﺍﻝﺠﻤﻬﻭﺭ ﻭﺨﺼﺎﺌﺼﻪ ﻭﺩﻭﺍﻓﻌﻪ‪ ،‬ﻭﺍﻤـﺎﻜﻥ ﺘﻭﺠـﺩﻩ‬
‫ﻭﺤﺎﺠﺎﺘﻪ‪ ،‬ﻭﺍﻤﻜﺎﻨﻴﺎﺘﻪ ﻭﻤﺴﺘﻭﻴﺎﺘﻪ ﺍﻻﻗﺘﺼﺎﺩﻴﺔ ﻭﺍﻻﺠﺘﻤﺎﻋﻴﺔ‪ ،‬ﻭﻋﺎﺩﺍﺘﻪ ﺍﻝﺸـﺭﺍﺌﻴﺔ‪،‬‬
‫"ﺫﻝﻙ ﺃﻥ ﻤﻌﺭﻓﺔ ﺍﻝﺸﺭﻜﺔ ﺒﻤﺴﺘﻬﻠﻜﻴﻬﺎ ﺍﻝﻤﺴﺘﻬﺩﻓﻴﻥ ﺘﻌﺘﺒﺭ ﺍﻝﻀﻤﺎﻥ ﺍﻷﺴﺎﺱ ﻝﻨﺠﺎﺡ‬
‫ﻨﺸﺎﻁﻬﺎ")‪.(٣‬‬
‫ﺤﻴﺙ ﺘﺘﻁﻠﺏ ﻤﻌﺭﻓﺔ ﺍﻝﺠﻤﻬﻭﺭ ﻀﺭﻭﺭﺓ ﺩﺭﺍﺴﺔ ﺍﻝﻌﻭﺍﻤل ﺍﻝﺘﺎﻝﻴﺔ‪:‬‬

‫ﺃﻭ ﹰﻻ‪ :‬ﺍﻝﺨﺼﺎﺌﺹ ﺍﻝﺩﻴﻤﻐﺭﺍﻓﻴﺔ‪:‬‬

‫ﻭﺘﺘﻤﺜل ﻓﻴﻤﺠﻤﻭﻋﺔ ﺍﻝﺨﺼﺎﺌﺹ ﺍﻝﻤﺘﻌﻠﻘﺔ ﺒﺎﻝﺴﻥ ﻭﺍﻝﺠﻨﺱ ﺃﻭﺍﻝﻨﻭﻉ ﻭﻤﺴﺘﻭﻯ‬
‫ﺍﻝﺘﻌﻠﻴﻡ‪ ،‬ﻭﺍﻝﺩﺨل‪ ،‬ﻭﺫﻝﻙ ﻜﺎﻷﺘﻲ‪:‬‬
‫‪ ١‬ـ ﺍﻝﺴﻥ‪:‬ﺘﺨﺘﻠﻑ ﺃﻫﺘﻤﺎﻤﺎﺕ ﺍﻷﻓﺭﺍﺩ ﻭﺘﻔﻀﻴﻼﺘﻬﻡ ﻭﺍﺤﺘﻴﺎﺠﺎﺘﻬﻡ ﻭﻤﻴﻭﻝﻬﻡ‬
‫ﻭﺭﻏﺒﺎﺘﻬﻡ ﻭﺍﺫﻭﺍﻗﻬﻡ ﺘﺒﻌﹰﺎ ﻝﻠﻤﺭﺤﻠﺔ ﺍﻝﻌﻤﺭﻴﺔ ﻝﻜل ﻤﻨﻬﻡ‪ ،‬ﻓﺎﻫﺘﻤﺎﻤﺎﺕ ﺍﻻﻁﻔﺎل ﻝﻴﺴﺕ‬
‫ﻫﻲ ﺍﻫﺘﻤﺎﻤﺎﺕ ﻓﺌﺔ ﺍﻝﻤﺭﺍﻫﻘﻴﻥ‪ ،‬ﺃﻭ ﺍﻝﺸﺒﺎﺏ‪ ،‬ﺃﻭ ﻜﺒﺎﺭ ﺍﻝﺴﻥ‪ ،‬ﺤﻴﺙ ﺘﺨﺘﻠﻑ ﻨﻭﻋﻴﺔ‬
‫ﺍﻝﺒﺭﺍﻤﺞ‪ ،‬ﻭﺍﻝﻤﺠﻼﺕ ﻭﺍﻝﺠﺭﺍﺌﺩ ﺍﻝﻤﻔﻀﻠﺔ ﻝﺩﻯ ﻜل ﻤﻨﻬﻡ‪.‬‬
‫ﻭﻗﺩ ﺃﺜﺒﺘﺕ ﺩﺭﺍﺴﺔ ﻝﻭﻝﺒﻭﺭﺸﺭﺍﻡ ﺃﻥ ﺍﻝﻘﺭﺍﺀ ﺍﻝﺼﻐﺎﺭ ﻴﻬﺘﻤﻭﻥ ﺒﺎﻝﻤﻀـﻤﻭﻥ‬
‫ﺍﻝﻤﺼﻭﺭ ﻓﻲ ﺍﻝﺠﺭﻴﺩﺓ‪ ،‬ﻭﺘﺯﻴﺩ ﻗﺭﺍﺀﺓ ﺍﻝﺸﺅﻭﻥ ﺍﻝﻌﺎﻤﺔ ﺒﺯﻴﺎﺩﺓ ﺍﻝﻌﻤﺭ‪ ،‬ﻭﺍﻥ ﺍﻝﻤـﺎﺩﺓ‬
‫ﺍﻝﻔﻜﺎﻫﻴﺔ ﺘﺼل ﻻﻋﻠﻰ ﻤﻌﺩل ﻗﺭﺍﺀﺓ ﻓﻲ ﺴﻥ ﺍﻝﻤﺭﺍﻫﻘﺔ)‪.(٤‬‬
‫‪ ٢‬ـ ﺍﻝﺘﻌﻠﻡ‪ :‬ﺘﺘﻁﻠﺏ ﻗﺭﺃﺓ ﺍﻝﺠﺭﺍﺌﺩ ﻭﺍﻝﻤﺠﻼﺕ ﺩﺭﺠﺔ ﻤﻌﻴﻨﺔ ﻤﻥ ﺍﻝﺘﻌﻠـﻴﻡ‪،‬‬
‫‪Copyright © 2017.‬‬

‫ﻭﺫﻝﻙ ﺒﻌﻜﺱ ﻭﺴﺎﺌل ﺍﻹﻋﻼﻡ ﺍﻝﻤﺴﻤﻭﻋﺔ ﻭﺍﻝﻤﺭﺌﻴﺔ ﺍﻝﺘﻲ ﻻ ﺘﺸﺘﺭﻁ ﺫﻝﻙ‪ ،‬ﻭﺒﺎﻝﺘﺎﻝﻲ‬
‫‪copyright law.‬‬

‫‪-١٨٤-‬‬

‫‪EBSCO Publishing : eBook Arabic Collection Trial - printed on 4/4/2020 5:47 PM via MINISTÈRE DE L''EDUCATION‬‬
‫‪NATIONALE, DE LA FORMATION PROFESSIONNELLE‬‬
‫; ‪AN: 1945112‬‬ ‫;‪.‬‬
‫‪Account: ns063387‬‬
‫‪. All rights reserved. May not be reproduced in any form without permission from the publisher, except fair uses permitted under U.S. or applicable‬‬

‫ﻓﺈﻥ ﻤﻌﺭﻓﺔ ﺍﻝﻤﺴﺘﻭﻯ ﺍﻝﺘﻌﻠﻴﻤﻲ ﻝﻠﺠﻤﻬﻭﺭ ﻴﺘﺩﺨل ﺇﻝﻰ ﺤﺩ ﻜﺒﻴﺭ ﻓﻲ ﺘﺤﺩﻴﺩ ﺍﻝﻭﺴﻴﻠﺔ‬
‫ﻼ ـ ﻨﺸﺭ ﺇﻋﻼﻥ ﻝﺴﻠﻌﺔ ﺃﻭ ﺨﺩﻤـﺔ ﻋﺒـﺭ‬ ‫ﺍﻹﻋﻼﻨﻴﺔ ﺍﻝﻤﺴﺘﺨﺩﻤﺔ‪ ،‬ﻓﻼ ﻴﺘﻡ ـ ﻤﺜ ﹰ‬
‫ﻭﺴﺎﺌل ﺍﻹﻋﻼﻡ ﺍﻝﻤﻁﺒﻭﻋﺔ ﻓﻲ ﺤﻴﻥ ﺃﻥ ﻤﺴﺘﺨﺩﻤﻴﻬﺎ ﻫـﻡ ﻤـﻥ ﺍﻻﻤﻴـﻴﻥ‪ ،‬ﺃﻭ ﺃﻥ‬
‫ﺍﻻﻤﻴﻴﻥ ﻴﺸﻜﻠﻭﻥ ﻨﺴﺒﺔ ﻋﺎﻝﻴﺔ ﻤﻨﻬﻡ‪.‬‬
‫‪ ٣‬ـ ﺍﻝﻨﻭﻉ‪ :‬ﺃﻱ ﺍﻝﺫﻱ ﻴﻘﺴﻡ ﺇﻝﻰ ﺫﻜﻭﺭ ﻭﺃﻨﺎﺙ‪ ،‬ﺤﻴﺙ ﻝﻜل ﻤﻨﻬﻡ ﺘﻔﻀﻴﻼﺘﻪ‬
‫ﻼ ـ ﻭﺍﻷﺯﻴﺎﺀ ﻭﺍﻝﻤﻭﺍﺩ ﺍﻝﻤﻨﺯﻝﻴﺔ‪ ،‬ﻭﺍﻷﺜﺎﺙ‪،‬‬‫ﻭﻤﻴﻭﻝﻪ ﻭﺃﻫﺘﻤﺎﻤﺎﺘﻪ‪ ،‬ﻓﺎﻝﻌﻁﻭﺭ ـ ﻤﺜ ﹰ‬
‫ﻭﺍﺤﺘﻴﺎﺠﺎﺕ ﺍﻝﻤﻁﺒﺦ‪ ،‬ﻭﻤﻭﺍﺩ ﺍﻝﺘﻨﻅﻴﻑ‪ ،‬ﻫﻲ ﻏﺎﻝﺒﹰﺎ ﻤﺤﻁ ﺍﻫﺘﻤﺎﻡ ﺍﻝﻨﺴﺎﺀ‪ ،‬ﻓﻲ ﺤﻴﻥ‬
‫ﻴﻬﺘﻡ ﺍﻝﺭﺠﺎل ﻋﺎﺩﺓ ﺒﺈﻋﻼﻨﺎﺕ ﺍﻝﻌﻁﺎﺀﺍﺕ‪ ،‬ﻭﺍﻝﻤﺯﺍﺩﺍﺕ ﻭﺍﻝﺴﻴﺎﺭﺍﺕ‪ ،‬ﻭﺒﻴﻊ ﻭﺸـﺭﺍﺀ‬
‫ﺍﻝﻌﻘﺎﺭﺍﺕ‪ ،‬ﻭﻤﺎ ﺇﻝﻰ ﺫﻝﻙ‪ ،‬ﺃﻜﺜﺭ ﻤﻥ ﺍﻝﻨﺴﺎﺀ‪.‬‬
‫‪ ٤‬ـ ﺍﻝﺩﺨل‪ :‬ﻴﺅﺜﺭ ﺩﺨل ﺍﻝﻔﺭﺩ ﻋﻠﻰ ﻨﻤﻁ ﺍﺴﺘﻬﻼﻜﻪ‪ ،‬ﻭﺴﻠﻭﻜﻪ ﺍﻝﺸـﺭﺍﺌﻲ‪،‬‬
‫ﺤﻴﺙ ﻴﻤﻴل ـ ﻋﺎﺩﺓ ـ ﺍﻷﻓﺭﺍﺩ ﺃﺼﺤﺎﺏ ﺍﻝﺩﺨﻭل ﺍﻝﻤﺭﺘﻔﻌـﺔ ﺇﻝـﻰ ﺍﻻﺴـﺘﻬﻼﻙ‬
‫ﺒﺼﻭﺭﺓ ﺃﻋﻠﻰ ﻤﻥ ﺫﻭﻱ ﺍﻝﺩﺨﻭل ﺍﻝﻤﻨﺨﻔﻀـﺔ‪ ..‬ﻜﻤـﺎ ﺃﻥ ﻜﺜﻴـﺭﹰﺍ ﻤـﻥ ﺍﻝﺴـﻠﻊ‬
‫ﻭﺍﻝﺨﺩﻤﺎﺕ ﻴﺴﺘﻬﺩﻑ ﺒﻬﺎ ﺍﻝﻤﻌﻠﻨﻭﻥ ﺠﻤﻬﻭﺭﹰﺍ ﺫﺍ ﺩﺨل ﻤﻌﻴﻥ‪ ..‬ﻓﺈﻋﻼﻨﺎﺕ ﺍﻝﺴﻴﺎﺭﺍﺕ‬
‫ﺍﻝﻔﺎﺭﻫﺔ‪ ،‬ﻭﺍﻝﺴﻔﺭ ﻭﺍﻝﺭﺤﻼﺕ‪ ،‬ﻭﺍﻷﻤﺎﻜﻥ ﺍﻝﺴﻴﺎﺤﻴﺔ‪ ،‬ﻭﺍﻝﺒﻴﻭﺕ ﺍﻝﻔـﺎﺨﺭﺓ‪ ،‬ﺘﺘﻁﻠـﺏ‬
‫ﻭﻀﻌﹰﺎ ﺍﻗﺘﺼﺎﺩﻴﹰﺎ ﻤﻌﻴﻨﹰﺎ ﻭﺒﺎﻝﺘﺎﻝﻲ ﻓﺈﻥ ﻋﻠﻰ ﺍﻝﻤﻌﻠﻨﻴﻥ ﺍﻝﺘﻌﺭﻑ ﻋﻠـﻰ ﺍﻝﻤﺴـﺘﻭﻴﺎﺕ‬
‫ﺍﻻﻗﺘﺼﺎﺩﻴﺔ ﻝﻠﺠﻤﻬﻭﺭ‪ ،‬ﻭﺃﻨﻤﺎﻁ ﺍﻻﺴﺘﻬﻼﻙ ﻝـﺩﻴﻬﻡ‪ ،‬ﻭﺩﺭﺠـﺔ ﺍﻻﻨﻔـﺎﻕ‪ ،‬ﺤﺘـﻰ‬
‫ﻴﺘﻭﺠﻬﻭﻥ ﻤﺒﺎﺸﺭﺓ ﺇﻝﻰ ﺍﻝﺠﻤﻬﻭﺭ ﺍﻝﻤﺴﺘﻬﺩﻑ‪.‬‬

‫ﺜﺎﻨﻴ ﹰﺎ ‪ :‬ﺍﻝﻌﻭﺍﻤل ﺍﻻﺠﺘﻤﺎﻋﻴﺔ‪:‬‬

‫ﻭﺘﺘﻤﺜل ﻓﻲ ﻤﺠﻤﻭﻋﺔ ﺍﻝﻌﻭﺍﻤل ﺍﻝﻤﺘﺼﻠﺔ ﺒﺎﻝﺠﻤﺎﻋﺔ ﺍﻝﺘﻲ ﻴﻨﺘﻤﻲ ﺍﻝﻴﻬﺎ ﺍﻝﻔﺭﺩ‪،‬‬
‫ﻭﻴﻌﻴﺵ ﺒﻴﻨﻬﺎ‪ ،‬ﻓﺎﻻﻨﺴﺎﻥ ﻻ ﻴﻌﻴﺵ ﻓﻲ ﻓﺭﺍﻍ‪ ،‬ﻭﺃﻨﻤﺎ ﻴﻌﻴﺵ ﻭﺴﻁ ﺠﻤﺎﻋﺔ ﺒﺸـﺭﻴﺔ‬
‫ﻝﻬﺎ ﻗﻴﻤﻬﺎ ﻭﻤﺤﺩﺩﺍﺘﻬﺎ ﺍﻝﺜﻘﺎﻓﻴﺔ ﺍﻝﺘﻲ ﻻ ﺘﺨﺭﺝ ﻋﻨﻬﺎ‪.‬‬
‫ﻭﺘﺸﻤل ﺍﻝﻌﻭﺍﻤل ﺍﻻﺠﺘﻤﺎﻋﻴﺔ ﻜل ﻤﻥ‪:‬‬
‫‪Copyright © 2017.‬‬
‫‪copyright law.‬‬

‫‪-١٨٥-‬‬

‫‪EBSCO Publishing : eBook Arabic Collection Trial - printed on 4/4/2020 5:47 PM via MINISTÈRE DE L''EDUCATION‬‬
‫‪NATIONALE, DE LA FORMATION PROFESSIONNELLE‬‬
‫; ‪AN: 1945112‬‬ ‫;‪.‬‬
‫‪Account: ns063387‬‬
‫‪. All rights reserved. May not be reproduced in any form without permission from the publisher, except fair uses permitted under U.S. or applicable‬‬

‫‪ ١‬ـ ﺍﻝﺠﻤﺎﻋﺎﺕ ﺍﻝﻤﺭﺠﻌﻴﺔ‪:‬‬

‫ﻴﺘﺄﺜﺭ ﺍﻝﻔﺭﺩ ﺒﺎﻝﺠﻤﺎﻋﺔ ﺍﻝﻤﺭﺠﻌﻴﺔ ﺍﻝﺘﻲ ﻴﻨﺘﻤﻲ ﺍﻝﻴﻬﺎ‪ ،‬ﻭﺍﻝﻤﺘﻤﺜﻠﺔ ﻓﻲ ﺍﻻﺼﺩﻗﺎﺀ‬
‫ـ ﺯﻤﻼﺀ ﺍﻝﻌﻤل ـ ﺍﻝﺠﻤﻌﻴﺎﺕ ﻋﻠﻰ ﺃﺨﺘﻼﻑ ﺍﺨﺘﺼﺎﺼﺎﺘﻬﺎ ـ ﺍﻝﻨﻭﺍﺩﻱ ﺍﻝﺭﻴﺎﻀﻴﺔ‬
‫ﻭﺍﻻﺠﺘﻤﺎﻋﻴﺔ ـ ﺍﻝﺘﻨﻅﻴﻤﺎﺕ ﺍﻝﺴﻴﺎﺴﻴﺔ ‪ ..‬ﺍﻝﺦ‪.‬‬
‫ﻓﻠﻜل ﺠﻤﺎﻋﺔ ﻤﻨﻅﻭﻤﺔ ﻤﻥ ﺍﻝﻘﻴﻡ ﻭﺍﻷﻓﻜﺎﺭ ﻭﺍﻻﻋﺘﻘﺎﺩﺍﺕ ﻭﺍﻻﺘﺠﺎﻫﺎﺕ ﺍﻝﺘـﻲ‬
‫ﻴﺘﺼﺭﻑ ﺍﻝﻔﺭﺩ ﻓﻲ ﺍﻁﺎﺭﻫﺎ‪ ،‬ﻭﻻ ﻴﺴﺘﻁﻴﻊ ﺍﻝﺨﺭﻭﺝ ﻋﻠﻴﻬﺎ‪.‬‬
‫ﻭﻜﻠﻤﺎ ﺯﺍﺩ ﺘﻘﺩﻴﺭ ﺍﻝﻔﺭﺩ ﻝﺠﻤﺎﻋﺔ ﻤﻥ ﺍﻝﺠﻤﺎﻋﺎﺕ ﻜﻠﻤﺎ ﻜﺎﻥ ﻤـﻥ ﺍﻝﺼـﻌﺏ‬
‫ﺘﻐﻴﻴﺭ ﺍﺭﺍﺌﻪ ﺒﺩﻭﻥ ﺃﻥ ﺘﻐﻴﺭ ﻜل ﺍﻝﺠﻤﺎﻋﺔ ﺍﺭﺍﺌﻬﺎ)‪.(٥‬‬
‫ﻭﺒﺎﻝﺘﺎﻝﻲ ﻻﺒﺩ ﻝﻠﻤﻌﻠﻨﻴﻥ ﻤﻥ ﺩﺭﺍﺴﺔ ﻫـﺫﻩ ﺍﻝﺠﻤﺎﻋـﺎﺕ ﻭﺍﻝﺘﻌـﺭﻑ ﻋﻠـﻰ‬
‫ﺨﺼﺎﺌﺼﻬﺎ‪ ،‬ﻭﺃﺘﺠﺎﻫﺎﺘﻬﺎ‪ ،‬ﻭﺘﻔﻀﻴﻼﺘﻬﺎ‪ ،‬ﻭﺍﺤﺘﻴﺎﺠﺎﺘﻬﺎ‪ ،‬ﻭﻤﻴﻭﻝﻬﺎ‪ ،‬ﺒﻤﺎ ﻴﻤﻜـﻥ ﻤـﻥ‬
‫ﺃﻋﺩﺍﺩ ﺍﻝﺭﺴﺎﻝﺔ ﺍﻹﻋﻼﻨﻴﺔ ﺍﻝﻤﻼﺌﻤﺔ ﻝﻬﺎ‪ ،‬ﻭﺍﻝﺘﻲ ﺘﺘﻔﻕ ﻤﻊ ﻗﻴﻤﻬﺎ ﻭﺍﺘﺠﺎﻫﺎﺘﻬﺎ‪ ،‬ﺤﻴﺙ‬
‫ﺘﺘﺄﺜﺭ ﻗﺭﺍﺭﺍﺕ ﺍﻷﻓﺭﺍﺩ ﺍﻻﺴﺘﻬﻼﻜﻴﺔ ﺇﻝﻰ ﺤﺩ ﻜﺒﻴﺭ ﺒﺄﺭﺍﺀ ﻭﻤﻌﺘﻘﺩﺍﺕ ﺍﻝﺠﻤﺎﻋﺔ ﺍﻝﺘﻲ‬
‫ﻴﻨﺘﻤﻭﻥ ﺍﻝﻴﻬﺎ‪ ،‬ﻤﻥ ﺨﻼل ﻤﺎ ﻴﺠﺭﻱ ﺒﻴﻥ ﺃﻋﻀﺎﺌﻬﺎ ﻤﻥ ﻨﻘﺎﺸﺎﺕ ﻭﺤﻭﺍﺭﺍﺕ ﻭﺘﺒﺎﺩل‬
‫ﻝﻠﻤﻌﻠﻭﻤﺎﺕ ﻭﺍﻷﺭﺍﺀ‪.‬‬
‫ﺫﻝﻙ ﺃﻥ ﺍﻻﻨﺴﺎﻥ ﻭﺍﻥ ﻜﺎﻥ ﻴﺘﻠﻘﻰ ﺍﻝﺭﺴﺎﻝﺔ ﺍﻹﻋﻼﻤﻴﺔ ﻤﻨﻔﺭﺩﺍﹰ‪ ،‬ﻓﺈﻥ ﻫـﺫﺍ ﻻ‬
‫ﻴﻤﻨﻊ ﻤﻥ ﺍﻝﺘﺸﺎﻭﺭ ﻤﻊ ﺯﻤﻼﺌﻪ ﺤﻭل ﻜﻴﻔﻴﺔ ﺍﻻﺴﺘﺠﺎﺒﺔ ﻝﻬﺫﻩ ﺍﻝﺭﺴﺎﻝﺔ ﺃﻭ ﺘﻠﻙ)‪.(٦‬‬

‫‪ ٢‬ـ ﺍﻝﻤﻌﺎﻴﻴﺭ ﺍﻝﺜﻘﺎﻓﻴﺔ‪:‬‬

‫ﻭﺘﻀﻡ ﺍﻝﻘﻴﻡ ﻭﺍﻝﻤﻌﺎﻴﻴﺭ ﺍﻝﺨﻠﻘﻴﺔ ﻭﺍﻝﺭﻭﺤﻴﺔ ﻭﺍﻷﻓﻜﺎﺭ ﻭﺍﻝﻤﻌﺘﻘﺩﺍﺕ ﺍﻝﺸـﺎﺌﻌﺔ‬
‫ﺒﻴﻥ ﺍﻝﻐﺎﻝﺒﻴﺔ ﻤﻥ ﺃﻓﺭﺍﺩ ﺍﻝﻤﺠﺘﻤﻊ‪ ،‬ﻭﻫﺫﻩ ﺍﻝﺜﻘﺎﻓﺔ ﺍﻝﺴﺎﺌﺩﺓ ﻓﻲ ﺍﻝﻤﺠﺘﻤﻊ ﺘﻁﺒﻊ ﺍﻝﻔـﺭﺩ‬
‫ﺒﻁﺎﺒﻊ ﻤﻌﻴﻥ ﻤﻤﻴﺯ ﻫﻭ ﺍﻝﻁﺎﺒﻊ ﺍﻝﻘﻭﻤﻲ‪ ،‬ﺃﻭ ﺍﻝﺸﺨﺼﻴﺔ ﺍﻝﻘﻭﻤﻴﺔ)‪.(٧‬‬
‫‪Copyright © 2017.‬‬
‫‪copyright law.‬‬

‫‪-١٨٦-‬‬

‫‪EBSCO Publishing : eBook Arabic Collection Trial - printed on 4/4/2020 5:47 PM via MINISTÈRE DE L''EDUCATION‬‬
‫‪NATIONALE, DE LA FORMATION PROFESSIONNELLE‬‬
‫; ‪AN: 1945112‬‬ ‫;‪.‬‬
‫‪Account: ns063387‬‬
‫‪. All rights reserved. May not be reproduced in any form without permission from the publisher, except fair uses permitted under U.S. or applicable‬‬

‫ﻭﺘﺅﺜﺭ ﺍﻝﺜﻘﺎﻓﺔ ﺍﻝﺴﺎﺌﺩﺓ ﻓﻲ ﺍﻝﻤﺠﺘﻤﻊ ﻋﻠﻰ ﺃﺘﺠﺎﻫـﺎﺕ ﺍﻷﻓـﺭﺍﺩ‪ ،‬ﻭﻁـﺭﻕ‬

‫ﺘﻔﻜﻴﺭﻫﻡ‪ ،‬ﻭﺃﺴﺎﻝﻴﺏ ﺘﻌﺎﻁﻴﻬﻡ ﻤﻊ ﺍﻷﻓﺭﺍﺩ ﻭﺍﻝﻘﻀﺎﻴﺎ ﻤﻥ ﺤﻭﻝﻬﻡ‪ ،‬ﻭﺘﺸـﻜل ﺜﻘﺎﻓـﺔ‬
‫ﺍﻝﻤﺠﺘﻤﻊ ﻤﻌﻴﺎﺭﺃ ﻝﻠﺤﻜﻡ ﻋﻠﻰ ﺍﻷﺸﻴﺎﺀ‪ ،‬ﺤﻴﺙ ﺘﺘﺤﺩﺩ ﺒﻨﺎﺀ ﻋﻠﻰ ﺘﻠﻙ ﺍﻝﺜﻘﺎﻓﺔ ﻤﻭﺍﻗﻑ‬
‫ﺍﻷﻓﺭﺍﺩ ﻭﺍﺭﺍﺌﻬﻡ ﻭﻗﺭﺍﺭﺍﺘﻬﻡ‪.‬‬
‫ﻭﻴﺄﺘﻲ ﺍﻝﺩﻴﻥ ﻓﻲ ﻤﻘﺩﻤﺔ ﺍﻝﻤﻜﻭﻨﺎﺕ ﺍﻝﺘﻲ ﺘﺸﻜل ﻭﺘﻭﺠﻪ ﺜﻘﺎﻓـﺔ ﺍﻝﻤﺠﺘﻤـﻊ‪،‬‬
‫ﻓﺎﻝﻘﻴﻡ ﻭﺍﻝﻤﻌﺎﻴﻴﺭ ﺍﻝﺩﻴﻨﻴﺔ ﺍﻝﺴﺎﺌﺩﺓ ﻓﻲ ﺍﻝﻤﺠﺘﻤﻊ ﻫﻲ ﺍﻝﺘﻲ ﺘﺤﺩﺩ ﺃﺴـﺎﻝﻴﺏ ﻭﺃﻨﻤـﺎﻁ‬
‫ﺍﻝﺘﻔﻜﻴﺭ‪ ،‬ﻭﺘﻔﺭﺽ ﺃﻨﻤﺎﻁﹰﺎ ﻤﻌﻴﻨﺔ ﻝﻠﺴﻠﻭﻙ‪ ،‬ﻭﺘﺘﺩﺨل ﻓﻲ ﺨﻴﺎﺭﺍﺕ ﺍﻷﻓﺭﺍﺩ‪ ،‬ﻭﺘﺤـﺩﺩ‬
‫ﻝﻬﻡ ﻤﺎ ﻴﺠﻭﺯ ﻭﻤﺎ ﻻ ﻴﺠﻭﺯ ﻤﻥ ﺴﻠﻭﻜﻴﺎﺕ ﻭﺃﺭﺍﺀ ﻭﻤﻭﺍﻗﻑ‪.‬‬
‫ﻜل ﺫﻝﻙ ﻴﻘﻭﺩ ﺇﻝﻰ ﻀﺭﻭﺭﺓ ﺩﺭﺍﺴﺔ ﺍﻝﻤﻌﺎﻴﻴﺭ ﺍﻝﺜﻘﺎﻓﻴﺔ ﺍﻝﺴﺎﺌﺩﺓ ﻓﻲ ﺍﻝﻤﺠﺘﻤﻊ‬
‫ﻤﻥ ﻗﺒل ﺍﻝﻤﻌﻠﻨﻴﻥ ﺤﺘﻰ ﺘﺠﺊ ﺒﻌﺩ ﺫﻝﻙ ﺍﻝﺭﺴﺎﻝﺔ ﺍﻹﻋﻼﻨﻴـﺔ ﻤﺘﻭﺍﻓﻘـﺔ ﻤـﻊ ﺘﻠـﻙ‬
‫ﻻ ﻤﻥ ﺠﺎﻨﺏ ﺍﻷﻓـﺭﺍﺩ‪،‬‬
‫ﺍﻝﻤﻌﺎﻴﻴﺭ‪ ،‬ﻭﻏﻴﺭ ﻤﺘﻌﺎﺭﻀﺔ ﻤﻌﻬﺎ‪ ،‬ﻤﻤﺎ ﻴﺠﻌﻠﻬﺎ ﺘﻠﻘﻰ ﻗﺒﻭ ﹰ‬
‫ﻭﺘﺤﻘﻕ ﺒﺎﻝﺘﺎﻝﻲ ﺍﻝﻨﺠﺎﺡ ﺍﻝﺫﻱ ﺘﺘﻁﻠﻊ ﺇﻝﻴﻪ‪.‬‬

‫ﺃﻨﻭﺍﻉ ﺍﻝﺠﻤﻬﻭﺭ‬
‫ﻗﺩ ﻴﺒﺩﻭ ﻤﻥ ﺍﻝﺼﻌﺏ ﺤﺼﺭ ﺠﻤﻬﻭﺭ ﻭﺴﺎﺌل ﺍﻹﻋﻼﻥ ﻭﺘﺤﺩﻴﺩﻩ ﻭﺘﺼـﻨﻴﻔﻪ‬
‫ﺒﺼﻭﺭﺓ ﺩﻗﻴﻘﺔ‪ ،‬ﻭﺫﻝﻙ ﻨﻅﺭﹰﺍ ﻝﻀﺨﺎﻤﺔ ﻫﺫﺍ ﺍﻝﺠﻤﻬﻭﺭ‪ ،‬ﻭﺘﻨﻭﻋﻪ ﻭﺘﻌﺩﺩﻩ‪ ،‬ﺒﺎﻻﻀﺎﻓﺔ‬
‫ﺇﻝﻰ ﺘﻭﺯﻋﻪ ﻋﻠﻰ ﻤﺴﺎﺤﺎﺕ ﺠﻐﺭﺍﻓﻴﺔ ﻭﺍﺴﻌﺔ‪.‬‬
‫ﺇﻻ ﺍﻥ ﺫﻝﻙ ﻻ ﻴﻌﻨﻲ ﺒﺎﻝﻤﻁﻠﻕ ﻋﺩﻡ ﺍﻤﻜﺎﻨﻴﺔ ﺩﺭﺍﺴﺔ ﺍﻝﺠﻤﻬﻭﺭ ﺍﻝﻤﺴـﺘﻬﺩﻑ‬
‫ﻭﺍﻝﺘﻌﺭﻑ ﻋﻠﻴﻪ ﻭﺘﺤﺩﻴﺩﻩ‪ ،‬ﻤﻥ ﺨﻼل ﺘﻘﺴﻴﻤﻪ ﻭﻓﻕ ﻤﻌﺎﻴﻴﺭ ﻤﻌﻴﻨﺔ‪ ،‬ﺤﻴﺙ ﺒﺎﻹﻤﻜﺎﻥ‬
‫ﺘﻘﺴﻴﻡ ﺍﻝﺠﻤﻬﻭﺭ ﺇﻝﻰ ﺠﻤﻬﻭﺭ ﻋﺎﻡ‪ ،‬ﻭﺠﻤﻬﻭﺭ ﺨﺎﺹ ﺃﻭ ﻨـﻭﻋﻲ‪ ،‬ﺍﻝـﺫﻱ ﻴﻨﻘﺴـﻡ‬
‫ﺒﺩﻭﺭﻩ ﻭﻓﻕ ﻋﺩﺓ ﻤﻌﺎﻴﻴﺭ ﻤﻨﻬﺎ‪ :‬ﻤﻌﻴﺎﺭ ﺍﻝﺴﻥ‪ ،‬ﻭﺍﻝﻨﻭﻉ‪ ،‬ﻭﺍﻝﻤﻬﻨﺔ‪ ،‬ﻭﻤﺴﺘﻭﻯ ﺍﻝﺩﺨل‪،‬‬
‫‪Copyright © 2017.‬‬
‫‪copyright law.‬‬

‫‪-١٨٧-‬‬

‫‪EBSCO Publishing : eBook Arabic Collection Trial - printed on 4/4/2020 5:47 PM via MINISTÈRE DE L''EDUCATION‬‬
‫‪NATIONALE, DE LA FORMATION PROFESSIONNELLE‬‬
‫; ‪AN: 1945112‬‬ ‫;‪.‬‬
‫‪Account: ns063387‬‬
‫‪. All rights reserved. May not be reproduced in any form without permission from the publisher, except fair uses permitted under U.S. or applicable‬‬

‫ﻻ ﻓـﻲ‬
‫ﻭﻤﻜﺎﻥ ﺍﻝﺴﻜﻥ‪ ،‬ﻭﺫﻝﻙ ﻜﻠﻪ ﺍﻨﻁﻼﻗﹰﺎ ﻤﻥ ﺃﻥ ﺃﻴﺔ ﺴﻠﻌﺔ ﺃﻭ ﺨﺩﻤﺔ ﺃﻨﻤﺎ ﺘﻘﻊ ﺃﻭ ﹰ‬
‫ﻨﻁﺎﻕ ﺃﻫﺘﻤﺎﻡ ﺸﺭﻴﺤﺔ ﻤﻌﻴﻨﺔ‪.‬‬
‫ﻭﺴﻨﻔﺼل ﻫﻨﺎ ﻝﻜل ﻨﻭﻉ ﻤﻥ ﺍﻷﻨﻭﺍﻉ ﺍﻝﺴﺎﺒﻘﺔ‪ ،‬ﻭﺫﻝﻙ ﻜﺎﻝﺘﺎﻝﻲ‪:‬‬

‫ﺃﻭ ﹰﻻ‪ :‬ﺍﻝﺠﻤﻬﻭﺭ ﺍﻝﻌﺎﻡ‪:‬‬

‫ﻭﻫﻭ ﺠﻤﻬﻭﺭ ﻏﻴﺭ ﻤﺤﺩﺩ ﺒﺴﻥ ﻤﻌﻴﻨﺔ‪ ،‬ﺃﻭ ﻤﺴﺘﻭﻯ ﺩﺨل ﻤﻌﻴﻥ‪ ،‬ﺃﻭ ﻨـﻭﻉ‬
‫ﻤﻌﻴﻥ‪ ،‬ﻭﺃﻨﻤﺎ ﻫﻭ ﻴﻀﻡ ﻜﺎﻓﺔ ﺍﻝﻤﺴﺘﻭﻴﺎﺕ ﺍﻝﺴﺎﺒﻘﺔ ﺒﺩﻭﻥ ﺘﺨﺼﻴﺹ‪ ،‬ﻓﻔﻲ ﺒﻌـﺽ‬
‫ﺍﻷﺤﻴﺎﻥ ﻻ ﻴﺭﻯ ﺍﻝﻤﻌﻠﻥ ﻀﺭﻭﺭﺓ ﺘﻭﺠﻴﻪ ﺇﻋﻼﻨﻪ ﺇﻝﻰ ﺠﻤﻬﻭﺭ ﻤﺤـﺩﺩ‪ ،‬ﺒﺴـﺒﺏ‬
‫ﻁﺒﻴﻌﺔ ﺍﻝﺴﻠﻌﺔ ﺃﻭ ﺍﻝﺨﺩﻤﺔ ﺃﻭ ﻤﻭﻀﻭﻉ ﺍﻹﻋﻼﻥ ﻋﻤﻭﻤﺎ ﺍﻝﺫﻱ ﻻ ﻴﺨﺹ ﺠﻤﺎﻋـﺔ‬
‫ﺒﺫﺍﺘﻬﺎ‪ ،‬ﺒل ﻴﺸﻤل ﻜل ﺍﻝﻔﺌﺎﺕ ﺍﻻﺠﺘﻤﺎﻋﻴﺔ‪ ،‬ﺤﻴﺙ ﻫﻨﺎﻙ ﺒﻌﺽ ﺍﻹﻋﻼﻨﺎﺕ ﺍﻝﺘﻲ ﻻ‬
‫ﺘﻬﺩﻑ ﺇﻝﻰ ﺍﻝﻭﺼﻭل ﺇﻝﻰ ﺸﺭﻴﺤﺔ ﺍﺠﺘﻤﺎﻋﻴﺔ ﺩﻭﻥ ﻏﻴﺭﻫﺎ‪ ،‬ﻭﻤﻥ ﺫﻝﻙ ﻋﻠﻰ ﺴـﺒﻴل‬
‫ﺍﻝﻤﺜﺎل ﺇﻋﻼﻨﺎﺕ ﺍﻝﻌﻴﺎﺩﺍﺕ ﺍﻝﻁﺒﻴﺔ‪ ،‬ﻭﺍﻋﻼﻨﺎﺕ ﺍﻝﺴﻔﺭﻭﺍﻝﺴﻴﺎﺤﺔ‪ ،‬ﻭﺇﻋﻼﻨﺎﺕ ﺍﻝﺨﺩﻤﺔ‬
‫ﺍﻝﻌﺎﻤﺔ ﺫﺍﺕ ﺍﻝﻁﺎﺒﻊ ﻏﻴﺭ ﺍﻝﺭﺒﺤﻲ‪ ،‬ﻜﺈﻋﻼﻨﺎﺕ ﺍﻝﺘﺒﺭﻉ ﺒﺎﻝﺩﻡ‪ ،‬ﺃﻭ ﺍﻝﻤﺤﺎﻓﻅﺔ ﻋﻠـﻰ‬
‫ﺍﻝﺒﻴﺌﺔ‪ ،‬ﻭﻏﻴﺭﻫﺎ ﻤﻥ ﺍﻹﻋﻼﻨﺎﺕ ﺍﻝﺘﻲ ﺘﺴﺘﻬﺩﻑ ﺍﻝﻭﺼﻭل ﺇﻝﻰ ﺃﻜﺒـﺭ ﻋـﺩﺩ ﻤـﻥ‬
‫ﺍﻝﺠﻤﻬﻭﺭ ﺒﺩﻭﻥ ﺘﺨﺼﻴﺹ ﺃﻭ ﺘﺤﺩﻴﺩ‪.‬‬
‫ﻭﺍﻝﺠﻤﻬﻭﺭ ﺍﻝﻌﺎﻡ ﻫﻭ ﺠﻤﻬﻭﺭ ﻋﺎﺩﺓ ﻏﻴﺭ ﻤﺘﺠﺎﻨﺱ‪ ،‬ﻻ ﻤﻥ ﻨﺎﺤﻴﺔ ﺍﻝﺘﻭﺯﻴـﻊ‬
‫ﺍﻝﺠﻐﺭﺍﻓﻲ‪ ،‬ﻭﻻ ﻤﻥ ﺤﻴﺙ ﺍﻝﻤﻬﻥ ﺍﻝﺘﻲ ﻴﻤﺎﺭﺴﻬﺎ‪ ،‬ﻭﻻ ﻏﻴﺭ ﺫﻝﻙ‪ ،‬ﻓﻬﻭ ﻗﺩ ﻴﺸـﻤل‬
‫ﺴﻜﺎﻥ ﺍﻝﻤﻨﺎﻁﻕ ﺍﻝﻤﺨﺘﻠﻔﺔ‪ ،‬ﻤﻥ ﺍﻝﺫﻜﻭﺭ ﻭﺍﻻﻨﺎﺙ‪ ،‬ﻤـﻥ ﺫﻭﻱ ﺍﻝﻤﻬـﻥ ﺍﻝﻤﺨﺘﻠﻔـﺔ‪،‬‬
‫ﻭﺍﻝﻤﺴﺘﻭﻴﺎﺕ ﺍﻻﺠﺘﻤﺎﻋﻴﺔ ﺍﻝﻤﺘﻌﺩﺩﺓ‪ ،‬ﻭﺍﻷﻋﻤﺎﺭ ﺍﻝﻤﺘﻔﺎﻭﺘﺔ‪ ،‬ﻭﺒﺎﻝﺘـﺎﻝﻲ ﻓـﺈﻥ ﻋﻠـﻰ‬
‫ﺍﻝﻤﻌﻠﻥ ﺍﻥ ﻴﺭﺍﻋﻲ ﻜﺎﻓﺔ ﻫﺫﻩ ﺍﻝﻤﺘﻐﻴﺭﺍﺕ ﻋﻨﺩ ﻤﺨﺎﻁﺒﺘﻪ ﻝﻬﺫﺍ ﺍﻝﺠﻤﻬﻭﺭ‪ ،‬ﻓﻬﻭ ﻴﺘﻭﺠﻪ‬
‫ﺇﻝﻰ ﺠﻤﻬﻭﺭ ﻤﺘﺩﺍﺨل ﺍﻻﻫﺘﻤﺎﻤﺎﺕ ﻭﻤﺘﻔﺎﻭﺕ ﺍﻝﻤﺴﺘﻭﻴﺎﺕ‪ ،‬ﻭﻋﻠﻴﻪ ﺍﻥ ﻴﻀﻊ ﻫـﺫﻩ‬
‫ﺍﻻﻋﺘﺒﺎﺭﺍﺕ ﻓﻲ ﺤﺴﺒﺎﻨﻪ ﻭﻫﻭ ﻴﺨﻁﻁ ﻹﻋﻼﻨﻪ‪ ،‬ﻓﻴﻌﺭﻑ ﻜﻴﻑ ﻴﺨﺎﻁﺏ ﺠﻤﻬﻭﺭﻩ؟‬
‫‪Copyright © 2017.‬‬
‫‪copyright law.‬‬

‫‪-١٨٨-‬‬

‫‪EBSCO Publishing : eBook Arabic Collection Trial - printed on 4/4/2020 5:47 PM via MINISTÈRE DE L''EDUCATION‬‬
‫‪NATIONALE, DE LA FORMATION PROFESSIONNELLE‬‬
‫; ‪AN: 1945112‬‬ ‫;‪.‬‬
‫‪Account: ns063387‬‬
‫‪. All rights reserved. May not be reproduced in any form without permission from the publisher, except fair uses permitted under U.S. or applicable‬‬

‫ﻭﻤﺘﻰ ﻴﻔﻌل ﺫﻝﻙ؟ ﻭﺒﺄﻴﺔ ﻭﺴﻴﻠﺔ؟ ﻭﻫﻭ ﺃﻤﺭﺍ ﻻ ﺸﻙ ﻤﻌﻘﺩ‪ ،‬ﻭﻴﺤﺘﺎﺝ ﺇﻝﻰ ﺠﻬﺩ ﺃﻜﺒﺭ‬
‫ﻤﻤﺎ ﻝﻭ ﻜﺎﻥ ﻴﺘﻌﺎﻤل ﻤﻊ ﺠﻤﻬﻭﺭ ﻨﻭﻋﻲ ﻤﺤﺩﺩ ﺍﻝﺨﺼـﺎﺌﺹ‪ ،‬ﻭﻤﻌـﺭﻭﻑ ﻝـﺩﻯ‬
‫ﺍﻝﻤﻌﻠﻥ‪ ،‬ﻭﺒﺎﻝﺘﺎﻝﻲ ﻓﺈﻥ ﺍﻝﺘﻌﺎﻤل ﻤﻊ ﺍﻝﺠﻤﻬﻭﺭ ﺍﻝﻌﺎﻡ ﻭﺍﺴـﺘﻬﺩﺍﻓﻪ ﻴﺘﻁﻠـﺏ ﺠﻬـﺩﺍ‬
‫ﻤﻀﺎﻋﻔﺎ ﻤﻥ ﺍﻝﻤﻌﻠﻥ ﺤﺘﻰ ﻴﺼل ﺒﺎﻝﻔﻌل ﺇﻝﻰ ﻜل ﺃﻁﻴﺎﻑ ﺫﻝـﻙ ﺍﻝﺠﻤﻬـﻭﺭ ﻓـﻲ‬
‫ﺍﻝﺘﻭﻗﻴﺕ ﺍﻝﻤﻨﺎﺴﺏ‪ ،‬ﻭﺒﺎﻝﺸﻜل ﺍﻝﻤﻨﺎﺴﺏ ﺍﻴﻀﺎ‪ ،‬ﻭﺒﻤﺎ ﻴﻘﻭﺩ ﻓﻲ ﺍﻝﻨﻬﺎﻴﺔ ﺇﻝﻰ ﺘﺤﻘﻴـﻕ‬
‫ﺍﻝﺘﺄﺜﻴﺭ ﺍﻝﻤﻁﻠﻭﺏ ﻤﻥ ﻗﺒل ﺍﻝﻤﻌﻠﻥ‪.‬‬

‫ﺜﺎﻨﻴ ﹰﺎ‪ :‬ﺍﻝﺠﻤﻬﻭﺭ ﺍﻝﻨﻭﻋﻲ‪:‬‬

‫ﻭﻫﻭ ﺠﻤﻬﻭﺭ ﻤﺤﺩﺩ ﻭﻓﻘﹰﺎ ﻝﻤﺠﻤﻭﻋﺔ ﻤﻥ ﺍﻝﻤﻌﺎﻴﻴﺭ‪ ،‬ﻭﺫﻝﻙ ﻜﺎﻝﺘﺎﻝﻲ‪:‬‬

‫ﺃ‪ :‬ﺠﻤﻬﻭﺭ ﺍﻹﻋﻼﻥ ﻭﻓﻕ ﻤﻌﻴﺎﺭ ﺍﻝﺴﻥ‪:‬‬

‫ﻴﺘﻡ ﺍﻝﻨﻅﺭ ﺇﻝﻰ ﺍﻝﺠﻤﻬﻭﺭ ﻫﻨﺎ ﻤﻥ ﺨﻼل ﻜﻭﻨﻪ ﻴﻨﻘﺴﻡ ﺇﻝﻰ ﻓﺌـﺎﺕ ﻋﻤﺭﻴـﺔ‬
‫ﻤﺨﺘﻠﻔﺔ‪ ،‬ﻭﺍﻷﺴﺎﺱ ﺍﻝﺫﻱ ﻨﺴﺘﻨﺩ ﺇﻝﻴﻪ ﻓﻲ ﻫﺫﺍ ﺍﻝﺘﻘﺴﻴﻡ ﻫﻭ ﺃﻥ ﻜﺜﻴـﺭ ﻤـﻥ ﺍﻝﺴـﻠﻊ‬
‫ﻭﺍﻝﺨﺩﻤﺎﺕ ﺘﺘﻌﻠﻕ ﺃﺴﺎﺴﹰﺎ ﺒﻔﺌﺔ ﻋﻤﺭﻴﺔ ﻤﻌﻴﻨﺔ ﺩﻭﻥ ﻏﻴﺭﻫﺎ‪.‬‬
‫ﻭﻴﺘﻡ ﺘﻘﺴﻴﻡ ﺍﻝﺠﻤﻬﻭﺭ ﻫﻨﺎ ﺇﻝﻰ ﺍﻝﻔﺌﺎﺕ ﺍﻝﺘﺎﻝﻴﺔ‪:‬‬
‫‪ ١‬ـ ﻓﺌﺔ ﺍﻻﻁﻔﺎل‪:‬‬
‫ﻭﻫﻡ ﺍﻝﻔﺌﺔ ﺍﻷﺼﻐﺭ ﻋﻤﺭﹰﺍ ﺍﻝﺫﻴﻥ ﻴﺘﻭﺠﻪ ﺇﻝﻴﻬﻡ ﺍﻝﻌﺩﻴﺩ ﻤﻥ ﺍﻝﻤﻌﻠﻨﻴﻥ ﻝﻠﺘـﺄﺜﻴﺭ‬
‫ﻋﻠﻴﻬﻡ ﻭﺠﻌﻠﻬﻡ ﻴﻘﺘﻨﻭﻥ ﺍﻝﺴﻠﻊ ﺍﻝﺘﻲ ﻴﻘﻭﻤﻭﻥ ﺒﺄﻨﺘﺎﺠﻬﺎ‪ ،‬ﻭﺍﻝﺘﻲ ﻤﻥ ﺃﻫﻤﻬﺎ‪ :‬ﺍﻷﺩﻭﺍﺕ‬
‫ﺍﻝﻤﺩﺭﺴﻴﺔ‪ ،‬ﻭﺍﻻﺠﺒﺎﻥ‪ ،‬ﻭﺍﻝﺤﻠﻴﺏ‪ ،‬ﻭﺃﻨـﻭﺍﻉ ﺍﻝﺤﻠﻭﻴـﺎﺕ‪ ،‬ﻭﺍﻝﺒﻁـﺎﻁﺱ ﺍﻝﻤﻘﻠﻴـﺔ‬
‫"ﺍﻝﺸﻴﺒﺱ"‪ ،‬ﻭﺍﻷﻝﻌﺎﺏ‪ ..‬ﻭﻏﻴﺭﻫﺎ ﻤﻥ ﺍﻝﺴﻠﻊ ﺍﻝﺘﻲ ﺘﺴﺘﻬﻭﻱ ﺍﻷﻁﻔﺎل‪.‬‬
‫ﻭﻏﺎﻝﺒﹰﺎ ﻤﺎ ﻴﻘﻭﻡ ﺍﻷﺒﺎﺀ ﻭﺍﻻﻤﻬﺎﺕ ﺒﺸﺭﺍﺀ ﻫﺫﻩ ﺍﻝﺴﻠﻊ ﺘﺤﺕ ﺃﻝﺤﺎﺡ ﺃﺒﻨـﺎﺌﻬﻡ‪،‬‬
‫ﻭﻴﺘﻔﻨﻥ ﺍﻝﻤﻌﻠﻨﻭﻥ ﻓﻲ ﺃﺴﺘﺨﺩﺍﻡ ﺍﻻﺴﺘﻤﺎﻻﺕ ﻭﺃﺴﺎﻝﻴﺏ ﺍﻻﻏﺭﺍﺀ ﺍﻝﻤﺘﻌـﺩﺩﺓ ﻝﻠﺘـﺄﺜﻴﺭ‬
‫ﻋﻠﻰ ﺍﻷﻁﻔﺎل ﺍﻝﺫﻴﻥ ﻋﺎﺩﺓ ﻤﺎ ﻴﻜﻭﻨﻭﻥ ﻓﺭﻴﺴﺔ ﺴﻬﻠﺔ ﻝﻺﻋﻼﻨﺎﺕ‪ ،‬ﺤﻴـﺙ ﻴﺼـﺩﻕ‬
‫‪Copyright © 2017.‬‬
‫‪copyright law.‬‬

‫‪-١٨٩-‬‬

‫‪EBSCO Publishing : eBook Arabic Collection Trial - printed on 4/4/2020 5:47 PM via MINISTÈRE DE L''EDUCATION‬‬
‫‪NATIONALE, DE LA FORMATION PROFESSIONNELLE‬‬
‫; ‪AN: 1945112‬‬ ‫;‪.‬‬
‫‪Account: ns063387‬‬
‫‪. All rights reserved. May not be reproduced in any form without permission from the publisher, except fair uses permitted under U.S. or applicable‬‬

‫ﻋﺎﺩﺓ ﻫﻭﻻﺀ ﻜل ﺍﻝﻭﻋﻭﺩ ﺍﻝﺘﻲ ﺘﺘﻀﻤﻨﻬﺎ ﺘﻠﻙ ﺍﻹﻋﻼﻨﺎﺕ‪ ،‬ﻭﺒﺎﻝﺘﺎﻝﻲ ﻴﻜﻭﻨﻭﻥ ﺃﻜﺜﺭ‬
‫ﺘﺄﺜﺭﹰﺍ ﺒﻬﺎ ﻤﻥ ﺍﻝﻔﺌﺎﺕ ﺍﻻﺨﺭﻯ‪.‬‬
‫‪ ٢‬ـ ﻓﺌﺔ ﺍﻝﺸﺒﺎﺏ‪:‬‬
‫ﺘﻜﻭﻥ ﺘﻁﻠﻌﺎﺕ ﻭﺭﻏﺒﺎﺕ ﻫﺫﻩ ﺍﻝﻔﺌﺔ ﺍﻝﻌﻤﺭﻴﺔ ﺃﻜﺜﺭ ﻨﻀﺠﹰﺎ ﻤـﻥ ﺍﻻﻁﻔـﺎل‪،‬‬
‫ﻭﺃﻜﺜﺭ ﺠﺩﻴﺔ‪ ،‬ﻭﺃﻥ ﻜﺎﻨﺕ ﺃﻜﺜﺭ ﺘﻨﻭﻋﺎﹰ‪ ،‬ﺤﻴﺙ ﺘﺘﻭﺯﻉ ﺃﻫﺘﻤﺎﻤﺎﺕ ﺍﻝﺸـﺒﺎﺏ ﻋﻠـﻰ‬
‫ﻗﻀﺎﻴﺎ ﻤﺘﻌﺩﺩﺓ‪ ،‬ﻭﺘﺠﺩ ﺍﻹﻋﻼﻨﺎﺕ ﺍﻝﻤﺘﻌﻠﻘﺔ ﺒﻔﺭﺹ ﺍﻝﻌﻤل ﻭﺍﻝﺘﻭﻅﻴﻑ‪ ،‬ﺒﺎﻹﻀـﺎﻓﺔ‬
‫ﺇﻝﻰ ﺍﻋﻼﻨﺎﺕ ﺍﻝﺩﻭﺭﺍﺕ ﺍﻝﺩﺭﺍﺴﻴﺔ ﻭﺍﻝﺘﺩﺭﻴﺒﻴﺔ‪ ،‬ﻭﺇﻋﻼﻨـﺎﺕ ﺍﻝﺴـﻔﺭ ﻭﺍﻝﺴـﻴﺎﺤﺔ‪،‬‬
‫ﻭﺍﻝﻤﻁﺎﻋﻡ‪ ،‬ﻭﺍﻷﺩﻭﺍﺕ ﺍﻝﺘﺭﻓﻴﻬﻴﺔ‪ ،‬ﻭﺇﻋﻼﻨﺎﺕ ﺩﻭﺭ ﺍﻝﻌﺭﺽ ﺍﻝﺴﻴﻨﻤﺎﺌﻴﺔ‪ ،‬ﻭﺇﻋﻼﻨﺎﺕ‬
‫ﺍﻷﺩﻭﺍﺕ ﺍﻝﺭﻴﺎﻀﻴﺔ‪ ،‬ﻭﺃﺩﻭﺍﺕ ﺍﻝﺤﻼﻗﺔ ﻭﺍﻝﻌﻁﻭﺭ ﻭﺍﻝﻤﻼﺒﺱ ﻭﺍﻷﺤﺫﻴﺔ‪ ،‬ﻁﺭﻴﻘﻬـﺎ‬
‫ﺇﻝﻰ ﻫﺫﻩ ﺍﻝﻔﺌﺔ‪.‬‬
‫ﻭﺘﻌﺩ ﻫﺫﻩ ﺍﻝﺸﺭﻴﺤﺔ ﺃﻜﺜﺭ ﺍﻝﻔﺌﺎﺕ ﺍﻝﻌﻤﺭﻴﺔ ﺃﺘﺴﺎﻋﺎﹰ‪ ،‬ﺤﻴﺙ ﺘﻀـﻡ ﺍﻷﻓـﺭﺍﺩ‬
‫ﺍﻝﺫﻴﻥ ﺘﺘﺭﺍﻭﺡ ﺃﻋﻤﺎﺭﻫﻡ ﺒﻴﻥ ﺴﻥ ﺍﻝﺜﺎﻤﻨﺔ ﻋﺸﺭ ﻭﺍﻻﺭﺒﻌﻴﻥ ﻤﻥ ﺍﻝﺠﻨﺴﻴﻥ ﺍﻝـﺫﻜﻭﺭ‬
‫ﻭﺍﻻﻨﺎﺙ ﻤﻌﺎﹰ‪ ،‬ﻭﻋﺎﺩﺓ ﻤﺎ ﻴﻜﻭﻥ ﻫﻭﻻﺀ ﻤﻥ ﺍﻝﺫﻴﻥ ﻴﻤﻠﻜﻭﻥ ﺍﻝﻘﺩﺭﺍﺕ ﺍﻝﻤﺎﻝﻴﺔ ﺍﻝﺘـﻲ‬
‫ﺘﺅﻫﻠﻬﻡ ﻻﺘﺨﺎﺫ ﻗﺭﺍﺭﺍﺕ ﺍﻝﺸﺭﺍﺀ ﻭﺍﻻﻨﻔﺎﻕ‪ ،‬ﻭﺒﺎﻝﺘﺎﻝﻲ ﻓـﺈﻥ ﻨﺴـﺒﺔ ﻋﺎﻝﻴـﺔ ﻤـﻥ‬
‫ﺍﻹﻋﻼﻨﺎﺕ ﺘﺘﻭﺠﻪ ﺇﻝﻴﻬﻡ‪.‬‬
‫‪ ٣‬ـ ﻓﺌﺔ ﺍﻝﻜﺒﺎﺭ ﺃﻭ ﺍﻝﻨﺎﻀﺠﻴﻥ‪:‬‬
‫ﻭﻫﻡ ﺍﻷﻓﺭﺍﺩ ﺍﻝﺫﻴﻥ ﺘﺠﺎﻭﺯﻭﺍ ﺴﻥ ﺍﻷﺭﺒﻌﻴﻥ ﻤﻥ ﺍﻝﺭﺠﺎل ﻭﺍﻝﻨﺴﺎﺀ‪ ،‬ﻭﻏﺎﻝﺒﹰﺎ ﻤﺎ‬
‫ﻴﻬﺘﻡ ﻫﻭﻻﺀ ﺒﺈﻋﻼﻨﺎﺕ ﺍﻝﻌﻘﺎﺭﺍﺕ ﻜﺎﻻﺭﺍﻀﻲ ﻭﺍﻝﻤﻨﺎﺯل‪ ،‬ﻭﺇﻋﻼﻨﺎﺕ ﺍﻝﻤـﺯﺍﺩﺍﺕ‪،‬‬
‫ﻭﺇﻋﻼﻨﺎﺕ ﺍﻝﺴﻴﺎﺭﺍﺕ‪ ،‬ﻭﺇﻋﻼﻨﺎﺕ ﺍﻝﺨﺩﻤﺎﺕ ﺍﻝﺼﺤﻴﺔ‪ ،‬ﻭﺍﻝﺴﻔﺭ‪.‬‬
‫ﻭﺘﺘﺩﺍﺨل ﺃﺤﻴﺎﻨﹰﺎ ﻜل ﻤﻥ ﺃﻫﺘﻤﺎﻤﺎﺕ ﻫﺫﻩ ﺍﻝﻔﺌﺔ‪ ،‬ﻭﺃﻫﺘﻤﺎﻤﺎﺕ ﻓﺌـﺔ ﺍﻝﺸـﺒﺎﺏ‪،‬‬
‫ﺤﻴﺙ ﻴﺼﻌﺏ ﻓﻲ ﺒﻌﺽ ﺍﻷﻭﻗﺎﺕ ﺭﺒﻁ ﺴﻠﻌﺔ ﺃﻭ ﺨﺩﻤﺔ ﻤﻌﻴﻨﺔ ﺒﻤﺭﺤﺎﻝﺔ ﻋﻤﺭﻴـﺔ‬
‫ﻤﻌﻴﻨﺔ ﺒﺸﻜل ﺼﺎﺭﻡ ﻭﺩﻗﻴﻕ‪ ،‬ﻭﺒﺎﺴـﺘﺜﻨﺎﺀ ﺍﻻﻁﻔـﺎل ﺍﻝﺘـﻲ ﺘﺒـﺩﻭ ﺍﺤﺘﻴﺎﺠـﺎﺘﻬﻡ‬
‫‪Copyright © 2017.‬‬
‫‪copyright law.‬‬

‫‪-١٩٠-‬‬

‫‪EBSCO Publishing : eBook Arabic Collection Trial - printed on 4/4/2020 5:47 PM via MINISTÈRE DE L''EDUCATION‬‬
‫‪NATIONALE, DE LA FORMATION PROFESSIONNELLE‬‬
‫; ‪AN: 1945112‬‬ ‫;‪.‬‬
‫‪Account: ns063387‬‬
‫‪. All rights reserved. May not be reproduced in any form without permission from the publisher, except fair uses permitted under U.S. or applicable‬‬

‫ﻭﺍﻫﺘﻤﺎﻤﺎﺘﻬﻡ ﻤﻤﻜﻨﺔ ﻭﺴﻬﻠﺔ ﺍﻝﺘﺤﺩﻴﺩ‪ ،‬ﻓﺈﻥ ﺍﻝﺸﺭﻴﺤﺘﻴﻥ ﺍﻷﺨﺭﻴﺘﻴﻥ ﺘﺒـﺩﻭ ﺒﻌـﺽ‬

‫ﺃﻫﺘﻤﺎﻤﺎﺘﻬﻡ ﻤﺘﺩﺍﺨﻠﺔ‪ ،‬ﻭﺒﺎﻝﺘﺎﻝﻲ ﻗﺩ ﻴﺴﺘﻬﺩﻑ ﻨﻔﺱ ﺍﻹﻋﻼﻥ ﻜل ﻤﻥ ﻓﺌـﺔ ﺍﻝﺸـﺒﺎﺏ‬
‫ﻭﻓﺌﺔ ﺍﻝﻜﺒﺎﺭ ﻤﻌﹰﺎ ﻓﻲ ﺁﻥ ﻭﺍﺤﺩ‪.‬‬
‫ﻓﻌﻠﻰ ﺴﺒﻴل ﺍﻝﻤﺜﺎل ﻓﺈﻥ ﺇﻋﻼﻨﺎﺕ ﺍﻝﻤﻌﺎﺭﺽ ﺍﻝﺜﻘﺎﻓﻴﺔ ﻭﻤﻌﺎﺭﺽ ﺍﻝﻜﺘﺎﺏ ﻗﺩ‬
‫ﺘﺘﻭﺠﻪ ﺇﻝﻰ ﺠﻤﻴﻊ ﺍﻝﺸﺭﺍﺌﺢ‪ ،‬ﺤﻴﺙ ﺘﻀﻡ ﻫﺫﻩ ﺍﻝﻤﻌﺎﺭﺽ ﻜﺘﺒﹰﺎ ﻝﻼﻁﻔﺎل‪ ،‬ﻭﺃﺨـﺭﻯ‬
‫ﻝﻠﺸﺒﺎﺏ‪ ،‬ﻭﻝﻠﻜﺒﺎﺭ ﻜﺫﻝﻙ‪.‬‬
‫ﻭﺒﺎﻝﺘﺎﻝﻲ ﻴﺼﻌﺏ ﻓﻲ ﻫﺫﻩ ﺍﻝﺤﺎﻝﺔ ﺍﻝﻔﺼل ﺒﻴﻥ ﺍﻝﺸﺭﺍﺌﺢ ﺍﻝﻌﻤﺭﻴﺔ ﺍﻝﻤﺘﻌـﺩﺩﺓ‪،‬‬
‫ﻭﻴﺴﺘﺜﻨﻰ ﻤﻥ ﺫﻝﻙ ﺒﺎﻝﻁﺒﻊ ﺍﻝﻤﻌﺎﺭﺽ ﺍﻝﻤﺘﺨﺼﺼﺔ ﺍﻝﻲ ﺘﺘﻭﺠﻪ ﻝﻼﻁﻔﺎل‪ ،‬ﺃﻭ ﺘﻠـﻙ‬
‫ﺍﻝﺘﻲ ﺘﻨﻅﻡ ﻓﻲ ﺍﻝﺠﺎﻤﻌﺎﺕ‪ ،‬ﻭﺘﺴﺘﻬﺩﻑ ﺘﺨﺼﺼﺎﺕ ﻋﻠﻤﻴﺔ ﻤﻌﻴﻨﺔ‪ ،‬ﺃﻭ ﺒﻌـﺽ ﺩﻭﺭ‬
‫ﺍﻝﻨﺸﺭ ﺍﻝﺘﻲ ﺘﻭﺠﻪ ﺇﻋﻼﻨﺎﺘﻬﺎ ﺃﺤﻴﺎﻨﹰﺎ ﺇﻝﻰ ﻓﺌﺔ ﻋﻤﺭﻴﺔ ﻤﻌﻴﻨﺔ ﻭﻓﻘﹰﺎ ﻝﻤﺠﺎل ﺘﺨﺼﺼﻬﺎ‪.‬‬

‫ﺏ‪ :‬ﺠﻤﻬﻭﺭ ﺍﻹﻋﻼﻥ ﻭﻓﻕ ﻤﻌﻴﺎﺭ ﺍﻝﻨﻭﻉ ﺍﻝﻨﻭﻉ ﺃﻭ ﺍﻝﺠﻨﺱ‪:‬‬

‫ﻴﻘﺴﻡ ﺍﻝﺠﻤﻬﻭﺭ ﻭﻓﻕ ﻫﺫﺍ ﺍﻝﻤﻌﻴﺎﺭ ﺇﻝﻰ ﺫﻜﻭﺭ ﻭﺃﻨﺎﺙ‪ ،‬ﻭﺫﻝﻙ ﻋﻠﻰ ﺃﻋﺘﺒﺎﺭ ﺃﻥ‬
‫ﻝﻜل ﻓﺌﺔ ﻤﻥ ﻫﻭﻻﺀ ﺃﻫﺘﻤﺎﻤﺎﺘﻬﺎ ﺍﻝﺘﻲ ﺘﺨﺘﻠﻑ ﻋﻥ ﺍﻷﺨﺭﻯ‪ ،‬ﻓﻠﻠﺫﻜﻭﺭ ﺍﺤﺘﻴﺎﺠـﺎﺘﻬﻡ‬
‫ﻭﺭﻏﺒﺎﺘﻬﻡ ﻭﺘﻔﻀﻴﻼﺘﻬﻡ‪ ،‬ﻭﻝﻼﻨﺎﺙ ﻜﺫﻝﻙ‪ ،‬ﻭﻴﻠﻐﻲ ﻫﺫﺍ ﺍﻝﺘﻨﺼـﻴﻑ ﺃﻱ ﺍﻋﺘﺒـﺎﺭﺍﺕ‬
‫ﺃﺨﺭﻯ ﻗﺩ ﺘﺘﻌﻠﻕ ﺒﺎﻝﻤﻬﻨﺔ‪ ،‬ﺃﻭ ﺍﻝﺴﻥ‪ ،‬ﺃﻭ ﺍﻝﺘﺨﺼﺹ ﺍﻝﻌﻠﻤﻲ‪ ،‬ﻭﻤـﺎ ﺇﻝـﻰ ﺫﻝـﻙ‪،‬‬
‫ﻓﺎﻝﻤﺠﺘﻤﻊ ﻭﻓﻕ ﻫﺫﺍ ﺍﻝﺘﺼﻨﻴﻑ ﻴﻘﺴﻡ ﻓﻘﻁ ﺇﻝﻰ ﺫﻜﻭﺭ ﻭﺃﻨﺎﺙ‪ ،‬ﻭﺫﻝﻙ ﻜﺎﻝﺘﺎﻝﻲ‪:‬‬
‫‪ ١‬ـ ﺠﻤﻬﻭﺭ ﺍﻝﺫﻜﻭﺭ‪:‬‬
‫ﺘﺘﻭﺠﻪ ﺍﻝﻌﺩﻴﺩ ﻤﻥ ﺍﻹﻋﻼﻨﺎﺕ ﺇﻝﻰ ﺍﻝﺫﻜﻭﺭ ﻓﻘﻁ‪ ،‬ﺤﻴﺙ ﺘﻘﻊ ﺍﻝﻌﺩﻴﺩ ﻤﻥ ﺍﻝﺴﻠﻊ‬
‫ﻓﻲ ﻨﻁﺎﻕ ﺍﻫﺘﻤﺎﻤﻬﻡ ﺍﻝﻤﺒﺎﺸﺭ‪ ،‬ﻭﻴﻘﺘﺼﺭ ﺍﺴﺘﺨﺩﺍﻤﻬﺎ ﻋﻠﻴﻬﻡ‪ ،‬ﻓﺄﺩﻭﺍﺕ ﺍﻝﺤﻼﻗـﺔ ـ‬
‫ﻋﻠﻰ ﺴﺒﻴل ﺍﻝﻤﺜﺎل ـ ﻭﺍﻝﻌﻁﻭﺭ ﺍﻝﺭﺠﺎﻝﻴﺔ‪ ،‬ﻭﺍﻝﻤﻼﺒﺱ ﺍﻝﺭﺠﺎﻝﻴﺔ‪ ،‬ﻭﺒﻌﺽ ﺃﻨـﻭﺍﻉ‬
‫ﺍﻝﺴﻴﺎﺭﺍﺕ ﻜﺎﻝﺸﺎﺤﻨﺎﺕ‪ ،‬ﻭﺍﻝﺴﻴﺎﺭﺍﺕ ﺍﻝﺼﺤﺭﺍﻭﻴﺔ‪ ،‬ﺠﻤﻴﻌﻬﺎ ﺴﻠﻊ ﺭﺠﺎﻝﻴﺔ‪.‬‬
‫‪Copyright © 2017.‬‬
‫‪copyright law.‬‬

‫‪-١٩١-‬‬

‫‪EBSCO Publishing : eBook Arabic Collection Trial - printed on 4/4/2020 5:47 PM via MINISTÈRE DE L''EDUCATION‬‬
‫‪NATIONALE, DE LA FORMATION PROFESSIONNELLE‬‬
‫; ‪AN: 1945112‬‬ ‫;‪.‬‬
‫‪Account: ns063387‬‬
‫‪. All rights reserved. May not be reproduced in any form without permission from the publisher, except fair uses permitted under U.S. or applicable‬‬

‫‪ ٢‬ـ ﺠﻤﻬﻭﺭ ﺍﻻﻨﺎﺙ ‪:‬‬

‫ﺜﻤﺔ ﺍﻝﻜﺜﻴﺭ ﻤﻥ ﺍﻝﺴﻠﻊ ﺍﻝﺘﻲ ﺘﺨﺹ ﻗﻁﺎﻉ ﺍﻝﻨﺴﺎﺀ‪ ،‬ﻭﺒﺎﻝﺘﺎﻝﻲ ﻓﺈﻥ ﺍﻝﻤﻌﻠﻨـﻴﻥ‬
‫ﻋﻥ ﻫﺫﻩ ﺍﻝﺴﻠﻊ ﻴﻨﺸﺭﻭﻨﻬﺎ ﻋﺒﺭ ﺍﻝﻭﺴﺎﺌل ﺍﻝﺘﻲ ﻴﺭﻭﻥ ﺃﻥ ﺍﻝﻨﺴﺎﺀ ﺃﻜﺜﺭ ﺘﻌﺭﺽ ﻝﻬﺎ‪،‬‬
‫ﻜﺎﻝﻤﺠﻼﺕ ﺍﻝﻨﺴﺎﺌﻴﺔ‪ ،‬ﻭﺼﻔﺤﺎﺕ ﺍﻝﻤﺭﺃﺓ ﻓﻲ ﺍﻝﺠﺭﺍﺌﺩ ﻭﺍﻝﻤﺠﻼﺕ ﺍﻝﻌﺎﻤﺔ‪ ،‬ﻭﺍﻝﺒﺭﺍﻤﺞ‬
‫ﺍﻝﻨﺴﺎﺌﻴﺔ ﻓﻲ ﺍﻝﺭﺍﺩﻴﻭ ﻭﺍﻝﺘﻠﻔﺯﻴﻭﻥ‪.‬‬
‫ﻭﻤﻥ ﺃﻫﻡ ﺍﻝﺴﻠﻊ ﻭﺍﻝﺨﺩﻤﺎﺕ ﺍﻝﺘﻲ ﺘﺨﺹ ﺠﻤﻬﻭﺭ ﺍﻝﻨﺴـﺎﺀ‪ ،‬ﻤـﻭﺍﺩ ﻭﺃﺩﻭﺍﺕ‬
‫ﺍﻝﺯﻴﻨﺔ ﺒﺄﻨﻭﺍﻋﻬﺎ ﻭﺃﺴﺘﺨﺩﺍﻤﺎﺘﻬﺎ ﺍﻝﻤﺨﺘﻠﻔﺔ‪ ،‬ﻜﻤﺴﺎﺤﻴﻕ ﺍﻝﺘﺠﻤﻴل‪ ،‬ﻭﺍﻝﻌﻁﻭﺭ ﺍﻝﻨﺴﺎﺌﻴﺔ‪،‬‬
‫ﻭﻤﺼﻔﻑ ﺍﻝﺸﻌﺭ‪ ،‬ﻭﻤﺤﻼﺕ ﻭﻤﺭﺍﻜﺯ ﻭﺒﻴﻭﺕ ﺍﻝﺘﺠﻤﻴـل‪ ،‬ﻭﺍﻝﻤﻼﺒـﺱ ﺍﻝﻨﺴـﺎﺌﻴﺔ‪،‬‬
‫ﻭﺍﻝﻤﻌﺎﺩﻥ ﺍﻝﺜﻤﻴﻨﺔ ﻜﺎﻝﺫﻫﺏ ﻭﺍﻝﻔﻀﺔ‪.‬‬
‫ﻜﻤﺎ ﺘﺩﺨل ﺍﻝﻌﺩﻴﺩ ﻤﻥ ﺍﻝﺴﻠﻊ ﺍﻷﺨﺭﻯ ﻓﻲ ﻨﻁﺎﻕ ﺃﻫﺘﻤﺎﻤﺎﺕ ﺍﻝﻤـﺭﺃﺓ ﻋﻠـﻰ‬
‫ﺍﻝﺭﻏﻡ ﻤﻥ ﻜﻭﻨﻬﺎ ﺘﺘﻌﻠﻕ ﺒﺎﻷﺴﺭﺓ ﻋﻤﻭﻤﺎﹰ‪ ،‬ﻭﻤﻥ ﺫﻝﻙ ﺍﻝﺴﻠﻊ ﺍﻝﻤﻨﺯﻝﻴـﺔ‪ ،‬ﻜﺎﻷﺜـﺎﺙ‬
‫ﺍﻝﻤﻨﺯﻝﻲ ﺍﻝﺫﻱ ﻴﺸـﻤل ﺍﻝﺴـﺘﺎﺌﺭ ﻭﺍﻝﺴـﺠﺎﺩ ﻭﺍﻝﻤﻔﺭﻭﺸـﺎﺕ ﻭﺃﺩﻭﺍﺕ ﺍﻝﻤﻁـﺒﺦ‬
‫ﻭﺍﻝﻐﺴﺎﻻﺕ‪ ،‬ﻭﺍﻷﻓﺭﺍﻥ ﻭﻏﺭﻑ ﺍﻝﻨﻭﻡ ﻭﺍﻝﺼﺎﻝﻭﻨﺎﺕ‪ ،‬ﺤﻴﺙ ﺘﻌﻭﺩ ﻗﺭﺍﺭﺍﺕ ﺸـﺭﺍﺀ‬
‫ﺃﻏﻠﺏ ﻫﺫﻩ ﺍﻝﺴﻠﻊ ﻝﻠﻨﺴﺎﺀ ﻋﻠﻰ ﺍﻝﺭﻏﻡ ﻤﻥ ﺍﺴﺘﺨﺩﺍﻤﺎﺘﻬﺎ ﺍﻝﻤﺸﺘﺭﻜﺔ‪.‬‬

‫ﺝ ‪ :‬ﺠﻤﻬﻭﺭ ﺍﻹﻋﻼﻥ ﻭﻓﻕ ﻤﻌﻴﺎﺭﺍﻝﻤﻬﻨﺔ‪:‬‬

‫ﻗﺩ ﻴﺠﺩ ﺍﻝﻤﻌﻠﻥ ﻨﻔﺴﻪ ﺃﺤﻴﺎﻨﹰﺎ ﻴﺘﻌﺎﻤل ﻤﻊ ﺃﺼﺤﺎﺏ ﻤﻬﻨﺔ ﻤﺤﺩﺩﺓ‪ ،‬ﻭﺫﻝﻙ ﻭﻓﻘﹰﺎ‬
‫ﻝﻁﺒﻴﻌﺔ ﺍﻝﺴﻠﻌﺔ ﺃﻭ ﺍﻝﺨﺩﻤﺔ ﺍﻝﺘﻲ ﻴﻌﻠﻥ ﻋﻨﻬﺎ‪ ،‬ﻭﻤﻥ ﺃﻤﺜﻠﺔ ﺘﻠﻙ ﺍﻝﻤﻬﻥ ﻤﺎ ﻴﻠﻲ‪:‬‬
‫‪ ١‬ـ ﺠﻤﻬﻭﺭ ﺍﻝﻔﻼﺤﻴﻥ‪:‬‬
‫ﻴﺘﻭﺠﻪ ﺃﺼﺤﺎﺏ ﺍﻝﺴﻠﻊ ﺍﻝﻤﺘﻌﻠﻘﺔ ﺒﺎﻝﺯﺭﺍﻋﺔ ﻭﺍﻝﻔﻼﺤﺔ ﺇﻝﻰ ﻫـﺫﺍ ﺍﻝﺠﻤﻬـﻭﺭ‬
‫ﻤﺒﺎﺸﺭﺓ‪ ،‬ﻭﻤﻥ ﺃﻫﻡ ﺍﻝﺴﻠﻊ ﺍﻝﺘﻲ ﺘﺴﺘﻬﺩﻑ ﺍﻝﻔﻼﺤﻴﻥ‪ :‬ﺍﻝﺒﺫﻭﺭ ﺒﺄﻨﻭﺍﻋﻬﺎ ﺍﻝﻤﺨﺘﻠﻔـﺔ‪،‬‬
‫ﻭﺍﻷﺴﻤﺩﺓ ﻭﺍﻝﺠﺭﺍﺭﺍﺕ ﺍﻝﺯﺭﺍﻋﻴﺔ‪ ،‬ﻭﻗﻁﻊ ﻏﻴﺎﺭﻫﺎ‪ ،‬ﻭﻤﻀﺨﺎﺕ ﺍﻷﺒﺎﺭ‪ ،‬ﻭﺃﻨﺎﺒﻴـﺏ‬
‫ﻭﻤﻭﺍﺴﻴﺭ ﺍﻝﺭﻱ‪ ،‬ﻭﻤﻌﺩﺍﺕ ﺍﻝﺤﺭﺙ ﻭﺍﻝﺤﺼﺎﺩ‪ ،‬ﻭﻏﻴﺭﻫﺎ ﻤﻥ ﺍﻝﻤﻌﺩﺍﺕ ﺍﻝﻤﺴﺘﺨﺩﻤﺔ‬
‫ﻓﻲ ﺍﻝﺯﺭﺍﻋﺔ ﻋﻤﻭﻤﹰﺎ‪.‬‬
‫‪Copyright © 2017.‬‬
‫‪copyright law.‬‬

‫‪-١٩٢-‬‬

‫‪EBSCO Publishing : eBook Arabic Collection Trial - printed on 4/4/2020 5:47 PM via MINISTÈRE DE L''EDUCATION‬‬
‫‪NATIONALE, DE LA FORMATION PROFESSIONNELLE‬‬
‫; ‪AN: 1945112‬‬ ‫;‪.‬‬
‫‪Account: ns063387‬‬
‫‪. All rights reserved. May not be reproduced in any form without permission from the publisher, except fair uses permitted under U.S. or applicable‬‬

‫‪ ٢‬ـ ﺠﻤﻬﻭﺭ ﺍﻝﻤﻨﺘﺠﻴﻥ‪:‬‬

‫ﻴﻀﻡ ﻫﺫﺍ ﺍﻝﻨﻭﻉ ﻤﻥ ﺍﻝﺠﻤﻬﻭﺭ ﺃﺼﺤﺎﺏ ﺍﻝﻤﺼﺎﻨﻊ ﻭﺍﻝـﻭﺭﺵ ﻭﺍﻝﻤﺨـﺎﺒﺯ‪،‬‬
‫ﻭﻏﻴﺭﻫﻡ ﻤﻤﻥ ﻴﺘﻌﺎﻤﻠﻭﻥ ﻤﻊ ﺍﻵﻻﺕ ﻭﺍﻝﻤﻌﺩﺍﺕ ﺍﻝﻤﺨﺘﻠﻔﺔ‪ ،‬ﻭﻴﻤﺜل ﻫﻭﻻﺀ ﻗﻁﺎﻋـﹰﺎ‬
‫ﻭﺍﺴﻌﹰﺎ ﻓﻲ ﺍﻝﻤﺠﺘﻤﻌﺎﺕ ﺍﻝﺼﻨﺎﻋﻴﺔ‪ ،‬ﻭﺘﺘﻭﺠﻪ ﺒﺎﻻﻝﻲ ﺇﻝﻴﻬﻡ ﺍﻹﻋﻼﻨﺎﺕ ﺍﻝﺘﻲ ﺘﺴـﻭﻕ‬
‫ﻝﻤﻌﺩﺍﺕ ﺍﻝﻤﺼﺎﻨﻊ‪.‬‬
‫‪ ٣‬ـ ﺠﻤﻬﻭﺭ ﺍﻝﻁﻼﺏ ﻭﺍﻝﺩﺍﺭﺴﻴﻥ‪:‬‬
‫ﺘﺘﻭﺠﻪ ﺇﻋﻼﻨﺎﺕ ﺍﻝﻤﺅﺴﺴﺎﺕ ﺍﻝﻌﻠﻤﻴﺔ ﻜﺎﻝﺠﺎﻤﻌﺎﺕ ﻭﺍﻝﻤﺩﺍﺭﺱ ﻭﺍﻝﻤﻌﺎﻫﺩ ﻋﻠﻰ‬
‫ﺃﺨﺘﻼﻑ ﺘﺨﺼﺼﺎﺘﻬﺎ ﺇﻝﻰ ﻫﺫﻩ ﺍﻝﻔﺌﺔ ﻤﻥ ﺍﻝﻤﺠﺘﻤﻊ‪ ،‬ﺍﻝﺘﻲ ﺘﺴﺘﻬﺩﻑ ﺍﻴﻀﹰﺎ ﺇﻋﻼﻨﺎﺕ‬
‫ﺍﻷﺩﻭﺍﺕ ﻭﺍﻝﻤﻌﺩﺍﺕ ﺍﻝﻤﺩﺭﺴﻴﺔ‪ ،‬ﻭﺇﻋﻼﻨﺎﺕ ﺩﻭﺭﺍﺕ ﺍﻝﺘﻘﻭﻴﺔ ﻓﻲ ﺍﻝﻤﻨﺎﻫﺞ ﻝﻤﺨﺘﻠـﻑ‬
‫ﺍﻝﻤﺭﺍﺤل ﺍﻝﺘﻌﻠﻴﻤﻴﺔ‪ ،‬ﻭﺍﻹﻋﻼﻨﺎﺕ ﺤﻭل ﺍﻝﻜﺘـﺏ ﺍﻝﻤﺴـﺎﻋﺩﺓ ﻝﻁـﻼﺏ ﺍﻝﻤـﺩﺍﺭﺱ‬
‫ﻭﺍﻝﺠﺎﻤﻌﺎﺕ‪.‬‬
‫‪ ٤‬ـ ﺍﻻﻁﺒﺎﺀ‪:‬‬
‫ﻴﺴﺘﺨﺩﻡ ﺍﻻﻁﺒﺎﺀ ﻓﻲ ﻋﻴﺎﺩﺍﺘﻬﻡ ﻭﻤﺴﺘﺸﻔﻴﺎﺘﻬﻡ ﺍﻝﻌﺩﻴﺩ ﻤﻥ ﺍﻷﺠﻬﺯﺓ ﻭﺍﻝﻤﻌﺩﺍﺕ‬
‫ﺍﻝﻁﺒﻴﺔ‪ ،‬ﻭﺒﺎﻝﺘﺎﻝﻲ ﻓﺈﻥ ﺍﺼﺤﺎﺏ ﺍﻝﻤﺼﺎﻨﻊ ﺍﻝﻤﺘﺨﺼﺼﺔ ﻓﻲ ﺼﻨﺎﻋﺔ ﺘﻠﻙ ﺍﻷﺠﻬﺯﺓ‬
‫ﻭﺍﻝﻤﻌﺩﺍﺕ ﻴﺘﻭﺠﻬﻭﻥ ﺒﺈﻋﻼﻨﺎﺘﻬﻡ ﺇﻝﻰ ﺍﻻﻁﺒﺎﺀ ﻝﺘﺴﻭﻴﻕ ﺴﻠﻌﻬﻡ‪.‬‬
‫ﻜﻤﺎ ﺘﺴﺘﻬﺩﻑ ﺃﻴﻀﹰﺎ ﺸﺭﻜﺎﺕ ﻭﻤﺼﺎﻨﻊ ﺍﻷﺩﻭﻴﺔ ﺍﻻﻁﺒﺎﺀ‪ ،‬ﺍﻝﺫﻴﻥ ﺘﻨﻅﺭ ﺍﻝﻴﻬﻡ‬
‫ﻋﻠﻰ ﺃﻨﻬﻡ ﻋﺎﻤل ﻤﻬﻡ ﻓﻲ ﺘﺴﻭﻴﻕ ﻤﻨﺘﺠﺎﺘﻬﻡ ﺍﻝﺩﻭﺍﺌﻴﺔ‪.‬‬

‫ﺩ ‪ :‬ﺠﻤﻬﻭﺭ ﺍﻹﻋﻼﻥ ﻭﻓﻕ ﻤﻌﻴﺎﺭ ﺍﻝﺩﺨل‪:‬‬

‫ﻴﻘﺴﻡ ﺍﻝﺠﻤﻬﻭﺭ ﻭﻓﻕ ﻫﺫﺍ ﺍﻝﻤﻌﻴﺎﺭ ﻤﻥ ﻗﺒل ﺸﺭﻜﺎﺕ ﺍﻹﻋـﻼﻥ ﺇﻝـﻰ ﺫﻭﻱ‬
‫ﺩﺨل ﻤﺭﺘﻔﻊ‪ ،‬ﻭﺫﻭﻱ ﺩﺨل ﻤﺘﻭﺴﻁ ﻭﻤﻨﺨﻔﺽ‪ ،‬ﻓﺈﻋﻼﻨـﺎﺕ ﺍﻝﺴـﻔﺭ ﻭﺍﻝﺴـﻴﺎﺤﺔ‪،‬‬
‫ﻭﺇﻋﻼﻨﺎﺕ ﺍﻝﺴﻴﺎﺭﺍﺕ ﺍﻝﻔﺎﺭﻫﺔ‪ ،‬ﻭﺇﻋﻼﻨـﺎﺕ ﺍﻝﺴـﺎﻋﺎﺕ ﺍﻝﻔـﺎﺨﺭﺓ‪ ،‬ﻭﺇﻋﻼﻨـﺎﺕ‬
‫ﺍﻝﻤﺠﻭﻫﺭﺍﺕ ﻭﺍﻝﻤﻌﺎﺩﻥ ﺍﻝﺜﻤﻴﻨﺔ‪ ،‬ﻭﺍﻷﺯﻴﺎﺀ ﺍﻝﺭﺍﻗﻴﺔ‪ ،‬ﻭﺍﻝﺒﻴﻭﺕ ﺍﻝﻌﺼﺭﻴﺔ ﻭ"ﺍﻝﻔﻠل"‪..‬‬
‫ﻭﻜل ﻤﺎ ﺸﺎﺒﻪ ﺫﻝﻙ ﻤﻥ ﺍﻝﺴﻠﻊ ﻭﺍﻝﺨﺩﻤﺎﺕ ﺫﺍﺕ ﺍﻻﺴﻌﺎﺭ ﺍﻝﻤﺭﺘﻔﻌﺔ ﺃﻨﻤﺎ ﺘﺴـﺘﻬﺩﻑ‬
‫ﻓﻲ ﺍﻝﻭﺍﻗﻊ ﺃﺼﺤﺎﺏ ﺍﻝﺩﺨﻭل ﺍﻝﻌﺎﻝﻴﺔ‪.‬‬
‫‪Copyright © 2017.‬‬
‫‪copyright law.‬‬

‫‪-١٩٣-‬‬

‫‪EBSCO Publishing : eBook Arabic Collection Trial - printed on 4/4/2020 5:47 PM via MINISTÈRE DE L''EDUCATION‬‬
‫‪NATIONALE, DE LA FORMATION PROFESSIONNELLE‬‬
‫; ‪AN: 1945112‬‬ ‫;‪.‬‬
‫‪Account: ns063387‬‬
‫‪. All rights reserved. May not be reproduced in any form without permission from the publisher, except fair uses permitted under U.S. or applicable‬‬

‫ﺃﻤﺎ ﺍﻝﺴﻠﻊ ﺍﻝﻌﺎﺩﻴﺔ ﻜـﺄﺩﻭﺍﺕ ﺍﻝﺘﻨﻅﻴـﻑ ﺍﻝﻴﻭﻤﻴـﺔ‪ ،‬ﻭﺍﻝﺴـﻠﻊ ﺍﻷﺴﺎﺴـﻴﺔ‬

‫ﻭﺍﻝﻀﺭﻭﺭﻴﺔ ﺫﺍﺕ ﺍﻝﺴﻌﺭ ﺍﻝﻤﺘﻭﺴﻁ ﻭﺍﻝﻤﻨﺨﻔﺽ ﻓﺈﻨﻬﺎ ﺘﺴـﺘﻬﺩﻑ ﺍﻝﻌـﻭﺍﻡ ﻓـﻲ‬
‫ﺍﻝﻤﺠﺘﻤﻊ ﻤﻥ ﺫﻭﻱ ﺍﻝﺩﺨﻭل ﺍﻝﻤﺘﻭﺴﻁﺔ ﻭﺍﻝﻤﻨﺨﻔﻀﺔ‪.‬‬

‫ﻩ ‪ :‬ﺠﻤﻬﻭﺭ ﺍﻹﻋﻼﻥ ﻭﻓﻕ ﻤﻌﻴﺎﺭﺍﻝﺒﻴﺌﺔ ﺍﻝﻤﺤﻴﻁﺔ‪:‬‬

‫ﻨﻘﺼﺩ ﺒﺎﻝﺒﻴﺌﺔ ﺍﻝﻤﺤﻴﻁﺔ ﻫﻨﺎ ﺒﻴﺌﺔ ﺍﻝﺴﻜﻥ‪ ،‬ﺃﻭ ﻤﻜـﺎﻥ ﺍﻻﻗﺎﻤـﺔ "ﻤﺩﻴﻨـﺔ ـ‬
‫ﺭﻴﻑ"‪" ،‬ﻤﻨﺎﻁﻕ ﺴﺎﺤﻠﻴﺔ ـ ﻤﻨﺎﻁﻕ ﺼﺤﺭﺍﻭﻴﺔ"‪ ،‬ﻜﺫﻝﻙ ﻁﺒﻴﻌﺔ ﺍﻝﻨﺸﺎﻁ ﺍﻻﻗﺘﺼﺎﺩﻱ‬
‫ﺍﻝﺴﺎﺌﺩ ﻓﻲ ﻤﻨﻁﺔ ﺒﻌﻴﻨﻬﺎ‪.‬‬
‫ﺤﻴﺙ ﺘﺘﺩﺨل ﻜل ﻫﺫﻩ ﺍﻝﻌﻭﺍﻤل ﻓﻲ ﺘﺤﺩﻴﺩ ﻨﻭﻋﻴﺔ ﻋﺩﺩ ﻤﻥ ﺍﻝﺴﻠﻊ ﻭﺍﻝﺨﺩﻤﺎﺕ‬
‫ﺍﻝﺘﻲ ﻴﺯﺩﺍﺩ ﺃﻭ ﻴﻘل ﺃﺴﺘﺨﺩﺍﻤﻬﺎ‪ ،‬ﻭﺍﻻﻗﺒﺎل ﻋﻠﻴﻬﺎ‪ ،‬ﻭﻜﻤﺜﺎل ﻋﻠﻰ ﺫﻝﻙ ﻓﺈﻥ ﺇﻋﻼﻨﺎﺕ‬
‫ﺃﺩﻭﺍﺕ ﺍﻝﺴﺒﺎﺤﺔ ﻭﺍﻝﺼﻴﺩ ﺍﻝﺒﺤﺭﻱ ﻭﺍﻝﻤﻌﺩﺍﺕ ﺍﻝﺒﺤﺭﻴﺔ ﺘﺘﺭﻜﺯ ﻓﻲ ﺍﻝﻤﺩﻥ ﻭﺍﻝﻤﻨﺎﻁﻕ‬
‫ﺍﻝﺴﺎﺤﻠﻴﺔ‪ ،‬ﺨﻴﺙ ﺘﻨﺘﺸﺭ ﻤﻭﺍﻨﺊ ﺍﻝﺼﻴﺩ ﺍﻝﺒﺤﺭﻱ‪ ،‬ﻭﺸﻭﺍﻁﺊ ﺍﻝﺴـﺒﺎﺤﺔ‪ ،‬ﻭﺍﻝﻘـﺭﻯ‬
‫ﺍﻝﺴﻴﺎﺤﻴﺔ‪ ،‬ﻭﻤﻥ ﻏﻴﺭ ﺍﻝﻤﻌﻘﻭل ﻨﺸﺭ ﺇﻋﻼﻨﺎﺕ ﺤﻭل ﻫﺫﻩ ﺍﻝﺴﻠﻊ ﻭﺍﻝﺨـﺩﻤﺎﺕ ﻓـﻲ‬
‫ﻤﺩﻥ ﻭﻤﻨﺎﻁﻕ ﺘﺒﻴﻊ ﻤﺌﺎﺕ ﺃﻭ ﺍﻷﻑ ﺍﻝﻜﻴﻠﻭ ﻤﺘﺭﺍﺕ ﻋﻠﻰ ﺸﺎﻁﺊ ﺍﻝﺒﺤﺭ‪.‬‬
‫ﻜﺫﻝﻙ ﺭﺒﻤﺎ ﺘﺭﺘﻔﻊ ﻨﺴﺒﺔ ﺍﻹﻋﻼﻨﺎﺕ ﻋﻠﻰ ﺍﻝﺴﻴﺎﺭﺍﺕ ﺍﻝﺼـﺤﺭﺍﻭﻴﺔ ﻭﻗﻁـﻊ‬
‫ﻏﻴﺎﺭﻫﺎ ﻓﻲ ﺍﻝﻤﻨﺎﻁﻕ ﻭﺍﻝﻤﺩﻥ ﺍﻝﺼﺤﺭﺍﻭﻴﺔ‪ ،‬ﺃﻤﺎ ﺇﻋﻼﻨـﺎﺕ ﺍﻝﻤـﻭﺍﺩ ﻭﺍﻝﻤﻌـﺩﺍﺕ‬
‫ﺍﻝﺯﺭﺍﻋﻴﺔ ﻭﺍﻝﺒﺫﻭﺭ ﻭﺍﻷﺴﻤﺩﺓ‪ ،‬ﻭﻤﺎ ﺇﻝﻰ ﺫﻝﻙ ﻓﺈﻨﻪ ﻴﺘﻡ ﺘﻭﺠﻴﻬﻬـﺎ ﺇﻝـﻰ ﺠﻤـﺎﻫﻴﺭ‬
‫ﺍﻝﻔﻼﺤﻴﻥ ﻭﺍﻝﻤﺯﺍﺭﻋﻴﻥ ﻓﻲ ﺍﻷﺭﻴﺎﻑ ﻭﺍﻝﻘﺭﻯ‪ ،‬ﻭﻫﻜﺫﺍ ﻓﺈﻥ ﻝﻜل ﺒﻴﺌﺔ ﺠﻤﻬﻭﺭ ﻤﻌﻴﻥ‬
‫ﻴﺘﻭﺠﻪ ﺇﻝﻴﻪ ﺍﻝﻤﻌﻠﻨﻭﻥ‪ ،‬ﻭﻴﺴﺘﻬﺩﻓﻭﻨﻪ ﻭﻓﻘﹰﺎ ﻝﻁﺒﻴﻌﺔ ﺍﻝﻨﺸﺎﻁ ﺍﻻﻗﺘﺼـﺎﺩﻱ ﺍﻝﺴـﺎﺌﺩ‪،‬‬
‫ﻭﻅﺭﻭﻑ ﻭﺨﺼﺎﺌﺹ ﺍﻝﺒﻴﺌﺔ ﺍﻝﻤﺤﻴﻁﺔ‪.‬‬
‫‪Copyright © 2017.‬‬
‫‪copyright law.‬‬

‫‪-١٩٤-‬‬

‫‪EBSCO Publishing : eBook Arabic Collection Trial - printed on 4/4/2020 5:47 PM via MINISTÈRE DE L''EDUCATION‬‬
‫‪NATIONALE, DE LA FORMATION PROFESSIONNELLE‬‬
‫; ‪AN: 1945112‬‬ ‫;‪.‬‬
‫‪Account: ns063387‬‬
‫‪. All rights reserved. May not be reproduced in any form without permission from the publisher, except fair uses permitted under U.S. or applicable‬‬

‫ﻴﺘﻀﺢ ﻝﻨﺎ ﻤﻥ ﻜل ﻤﺎ ﺴﺒﻕ ﺃﻥ ﺍﻝﺠﻤﻬﻭﺭ ﻋﻨﺼﺭﹰﺍ ﺃﺴﺎﺴـﻴﹰﺎ ﻓـﻲ ﻋﻤﻠﻴـﺔ‬

‫ﺍﻻﺘﺼﺎل ﺍﻹﻋﻼﻨﻲ‪ ،‬ﻭﺃﻥ ﺃﻱ ﻨﺸﺎﻁ ﺇﻋﻼﻨﻲ ﻝﻥ ﻴﻜﺘﺏ ﻝﻪ ﺍﻝﻨﺠﺎﺡ ﻤﺎ ﻝﻡ ﻴﺘﻌـﺭﻑ‬
‫ﻋﻠﻰ ﺠﻤﻬﻭﺭﻩ ﺠﻴﺩﺍ‪ ،‬ﺤﻴﺙ ﻴﺘﻴﺢ ﻫﺫﺍ ﺍﻝﺘﻌﺭﻑ ﻝﻠﻤﻌﻠﻥ ﻤﺎ ﻴﻠﻲ‪:‬‬
‫‪ ١‬ـ ﺍﻝﺘﺤﺩﻴﺩ ﺍﻝﺩﻗﻴﻕ ﻝﻠﺠﻤﻬﻭﺭ ﺍﻝﻤﺭﺍﺩ ﻤﺨﺎﻁﺒﺘﻪ ﻭﺍﻝﻭﺼﻭل ﺇﻝﻴﻪ‪ ،‬ﻭﺒﺎﻝﺘﺎﻝﻲ‬
‫ﻀﻤﺎﻥ ﻋﺩﻡ ﺍﻀﺎﻋﺔ ﺍﻝﻭﻗﺕ ﻭﺍﻝﺠﻬﺩ ﻓﻲ ﻤﺨﺎﻁﺒﺔ ﺠﻤﺎﻫﻴﺭ ﻭﺍﺴﻌﺔ ﻭﻋﺭﻴﻀﺔ ﻗـﺩ‬
‫ﺘﻜﻭﻥ ﻏﻴﺭ ﻤﻌﻴﻨﺔ ﺒﺎﻝﺴﻠﻌﺔ ﺃﻭ ﺍﻝﺨﺩﻤﺔ ﺍﻝﻤﻌﻠﻥ ﻋﻨﻬﺎ‪.‬‬
‫‪ ٢‬ـ ﺍﻝﺘﻌﺭﻑ ﻋﻠﻰ ﺍﻝﻤﺭﺠﻌﻴﺎﺕ ﻭﺠﻤﺎﻋـﺎﺕ ﺍﻝﺘـﺄﺜﻴﺭ ﻭﻗـﺎﺩﺓ ﺍﻝـﺭﺃﻱ‪،‬‬
‫ﻭﺍﻝﺸﺨﺼﻴﺎﺕ ﺍﻝﻤﺅﺜﺭﺓ ﻓﻲ ﺍﻝﻤﺠﺘﻤﻊ‪ ،‬ﺒﻤﺎ ﻴﺘﻴﺢ ﺍﻤﻜﺎﻨﻴﺔ ﺍﻝﺘﻭﺠﻪ ﺇﻝﻴﻬﺎ ﻭﻤﺨﺎﻁﺒﺘﻬـﺎ‬
‫ﻤﺒﺎﺸﺭﺓ‪ ،‬ﻭﺫﻝﻙ ﻝﻤﺎ ﺘﺘﻤﺘﻊ ﺒﻪ ﻤﻥ ﻤﻜﺎﻨﺔ ﺍﺠﺘﻤﺎﻋﻴﺔ ﺘﺠﻌل ﻤﻨﻬﺎ ﺫﺍﺕ ﻗﺩﺭﺓ ﻋﻠـﻰ‬
‫ﺍﻝﺘﺄﺜﻴﺭ ﻓﻲ ﻤﻥ ﺤﻭﻝﻬﺎ‪.‬‬
‫‪ ٣‬ـ ﺍﺨﺘﻴﺎﺭ ﻝﻐﺔ ﺍﻝﺘﺨﺎﻁﺏ ﺍﻝﻤﻨﺎﺴﺒﺔ ﺍﻝﺘﻲ ﺘﺘﻼﺌﻡ ﻤﻊ ﻁﺒﻴﻌـﺔ ﺍﻝﺠﻤﻬـﻭﺭ‪،‬‬
‫ﻭﻓﻘﹰﺎ ﻝﺜﻘﺎﻓﺘﻪ ﻭﺍﻫﺘﻤﺎﻤﺎﺘﻪ‪.‬‬
‫‪ ٤‬ـ ﺍﻝﺘﻌﺭﻑ ﻋﻠﻰ ﺍﻝﻘﻴﻡ ﻭﺍﻝﻌﺎﺩﺍﺕ ﻭﺍﻨﻤﺎﻁ ﺍﻝﺴﻠﻭﻙ ﺍﻝﺴﺎﺌﺩﺓ ﺒﻤﺎ ﻴﻀـﻤﻥ‬
‫ﺍﻋﺩﺍﺩ ﻭﺼﻴﺎﻏﺔ ﻝﺭﺴﺎﻝﺔ ﺍﻹﻋﻼﻨﻴﺔ ﺒﻤﺎ ﻻ ﻴﺘﻌﺎﺭﺽ ﻭﻤﺎ ﻫـﻭ ﺴـﺎﺌﺩ ﻭﻤﺤﺘـﺭﻡ‬
‫ﻭﻤﻘﺩﺱ ﻝﺩﻯ ﺍﻝﺠﻤﻬﻭﺭ ﺍﻝﻤﺘﻠﻘﻲ‪.‬‬
‫‪ ٥‬ـ ﺍﻝﺘﻌﺭﻑ ﻋﻠﻰ ﺍﻤﻜﺎﻨﻴﺎﺕ ﻭﻗﺩﺭﺍﺕ ﺍﻝﺠﻤﻬﻭﺭ ﺍﻝﻤﺎﻝﻴﺔ‪ ،‬ﻭﻋﺎﺩﺍﺕ ﺍﻻﻨﻔﺎﻕ‬
‫ﻝﺩﻴﻪ‪.‬‬
‫‪ ٦‬ـ ﺍﻤﻜﺎﻨﻴﺔ ﺍﺠﺭﺍﺀ ﺍﻝﺒﺤﻭﺙ ﻭﺍﻝﺩﺭﺍﺴﺎﺕ ﺍﻝﻤﺴـﺘﻤﺭﺓ ﻋﻠـﻰ ﺍﻝﺠﻤﻬـﻭﺭ‪،‬‬
‫ﻭﺍﻝﺤﺼﻭل ﻋﻠﻰ ﻜل ﺍﻝﻤﻌﻠﻭﻤﺎﺕ ﺍﻝﺠﺩﻴﺩﺓ ﻝﺩﻴﻪ ﻓﻴﻤﺎ ﻴﺘﻌﻠﻕ ﺒﺎﺘﺠﺎﻫﺎﺘﻪ ﻭﺘﻔﻀـﻴﻼﺘﻪ‬
‫ﻭﺍﺭﺍﺌﻪ‪ ،‬ﻭﻜل ﻤﺎ ﻴﺴﺠﺩ ﻝﺩﻴﻪ ﻤﻥ ﺍﻓﻜﺎﺭ ﻭﻤﻌﺘﻘﺩﺍﺕ ﺘﺅﺜﺭ ﻋﻠﻰ ﺘﺴﻭﻴﻕ ﺍﻝﺴـﻠﻌﺔ ﺃﻭ‬
‫ﺍﻝﺨﺩﻤﺔ ﻓﻲ ﺍﻝﺒﻴﺌﺔ ﺍﻝﻤﺴﺘﻬﺩﻓﺔ‪.‬‬
‫‪ ٧‬ـ ﺘﺤﺩﻴﺩ ﺍﻝﻭﺴﻴﻠﺔ ﺍﻹﻋﻼﻨﻴﺔ ﺍﻝﺘﻲ ﺘﺘﻤﺎﺸﻰ ﻭﺍﻝﺠﻤﻬﻭﺭ ﺍﻝﻤﺴﺘﻬﺩﻑ‪ ،‬ﺤﻴﺙ‬
‫ﻝﻜل ﺠﻤﻬﻭﺭ ﺘﻔﻀﻴﻼﺘﻪ ﻭﻓﻘﹰﺎ ﻝﻌﻭﺍﻤل ﻋﺩﻴﺩﺓ ﻭﻤﺘﺩﺍﺨﻠﺔ‪.‬‬
‫‪Copyright © 2017.‬‬
‫‪copyright law.‬‬

‫‪-١٩٥-‬‬

‫‪EBSCO Publishing : eBook Arabic Collection Trial - printed on 4/4/2020 5:47 PM via MINISTÈRE DE L''EDUCATION‬‬
‫‪NATIONALE, DE LA FORMATION PROFESSIONNELLE‬‬
‫; ‪AN: 1945112‬‬ ‫;‪.‬‬
‫‪Account: ns063387‬‬
. All rights reserved. May not be reproduced in any form without permission from the publisher, except fair uses permitted under U.S. or applicable
Copyright © 2017.
copyright law.

-١٩٦-

EBSCO Publishing : eBook Arabic Collection Trial - printed on 4/4/2020 5:47 PM via MINISTÈRE DE L''EDUCATION
NATIONALE, DE LA FORMATION PROFESSIONNELLE
AN: 1945112 ; .;
Account: ns063387
‫‪. All rights reserved. May not be reproduced in any form without permission from the publisher, except fair uses permitted under U.S. or applicable‬‬

‫ﺃﺴﺎﻝﻴﺏ "ﻤﺴﺘﻭﻴﺎﺕ"ﺘﺄﺜﻴﺭ ﺍﻹﻋﻼﻨﺎﺕ ﻋﻠﻰ ﺍﻝﺠﻤﻬﻭﺭ‬

‫ﺍﻝﻨﺸﺎﻁ ﺍﻹﻋﻼﻨﻲ ﻋﻤﻭﻤﹰﺎ ﻴﻬﺩﻑ ﺒﺎﻷﺴﺎﺱ ﺇﻝﻰ ﺍﻝﺘﺄﺜﻴﺭ ﻋﻠﻰ ﺍﻝﻤﺘﻠﻘﻲ‪ ،‬ﻭﻫﻲ‬
‫ﺍﻝﻐﺎﻴﺔ ﺍﻝﻨﻬﺎﺌﻴﺔ ﺍﻝﺘﻲ ﻴﺴﻌﻰ ﺍﻝﻤﻌﻠﻥ ﺇﻝﻰ ﺍﻝﻭﺼﻭل ﺇﻝﻴﻬﺎ‪ ،‬ﺇﻻ ﺃﻥ ﻫﺫﺍ ﺍﻝﺘﺄﺜﻴﺭ ﻻ ﻴﺘﻡ‬
‫ﺘﺤﻘﻴﻘﻪ ﺒﺴﻬﻭﻝﺔ‪ ،‬ﻓﻬﻭ ﻴﺨﻀﻊ ﻝﻌﻭﺍﻤل ﻋﺩﻴﺩﺓ ﺘﺤﻴﻁ ﺒﺎﻝﻔﺭﺩ‪ ،‬ﻓﻬﻨـﺎﻙ ﺍﻝﻅـﺭﻭﻑ‬
‫ﺍﻻﺠﺘﻤﺎﻋﻴﺔ‪ ،‬ﻭﺍﻝﻌﻭﺍﻤل ﺍﻝﻨﻔﺴﻴﺔ‪ ،‬ﻭﺍﻻﻭﻀﺎﻉ ﺍﻻﻗﺘﺼﺎﺩﻴﺔ‪ ،‬ﻭﺍﻝﺠﻤﺎﻋﺎﺕ ﺍﻝﻤﺭﺠﻌﻴﺔ‪،‬‬
‫ﻭﺍﻝﻌﻭﺍﻤل ﺍﻝﺜﻘﺎﻓﻴﺔ ﻭﺍﻝﻔﻜﺭﻴﺔ ﻭﺍﻝﺩﻴﻨﻴﺔ‪ ،‬ﻭﻫﻲ ﻜﻠﻬﺎ ﻅـﺭﻭﻑ ﻭﻋﻭﺍﻤـل ﺘﺘـﺩﺨل‬
‫ﺒﺩﺭﺠﺎﺕ ﻤﺘﻔﺎﻭﺘﺔ ﻓﻲ ﺘﺄﺜﻴﺭ ﺍﻝﺭﺴﺎﺌل ﺍﻹﻋﻼﻨﻴﺔ ﻋﻠﻰ ﺍﻷﻓﺭﺍﺩ‪.‬‬
‫ﻭﻝﺫﻝﻙ ﻋﻨﻴﺕ ﺃﺒﺤﺎﺙ ﺍﻹﻋﻼﻡ ﻭﺍﻻﺘﺼﺎل ﻋﻤﻭﻤﹰﺎ ﺒﺩﺭﺍﺴﺔ ﺠﻤﺎﻫﻴﺭ ﻭﺴـﺎﺌل‬
‫ﺍﻻﺘﺼﺎل ﺨﺎﺼﺔ ﺒﻌﺩ ﻅﻬﻭﺭ ﺍﻝﻨﻅﺭﻴﺎﺕ ﺍﻝﺤﺩﻴﺜﺔ ﻓﻲ ﺍﻹﻋﻼﻡ ﺍﻝﺘﻲ ﺘﺫﻫﺏ ﺇﻝﻰ ﺃﻥ‬
‫ﻼ ﻓﻲ ﺍﻝﺘﻌﺎﻤل ﻤﻊ ﺍﻝﺭﺴﺎﺌل‬
‫ﺍﻝﻤﺘﻠﻘﻲ ﻝﻴﺱ ﻤﺠﺭﺩ ﻜﺎﺌﻥ ﺴﻠﺒﻲ‪ ،‬ﺒل ﺃﻥ ﻝﻪ ﺩﻭﺭ ﻓﺎﻋ ﹰ‬
‫ﺍﻹﻋﻼﻤﻴﺔ ﺍﻝﻤﺨﺘﻠﻔﺔ‪ ،‬ﻭﺃﺩﻯ ﺫﻝﻙ ﺇﻝﻰ ﻅﻬﻭﺭ ﻤﺼﻁﻠﺢ ﺠﺩﻴﺩ ﻓﻲ ﺩﺭﺍﺴﺎﺕ ﺍﻻﺘﺼﺎل‬
‫ﻭﻫﻭ "ﺍﻝﺠﻤﻬﻭﺭ ﺍﻝﻨﺸﻁ")*(‪.‬‬
‫ﻭﻴﻘﺴﻡ ﺍﻝﻤﺨﺘﺼﻭﻥ ﺍﻝﺠﻤﻬﻭﺭ ﺇﻝﻰ ﺜﻼﺜﺔ ﺃﻨﻭﺍﻉ‪ ،‬ﻫﻡ‪:‬‬
‫‪ ١‬ـ ﺍﻝﺠﻤﻬﻭﺭ ﺍﻝﻌﻨﻴﺩ‪.‬‬
‫‪ ٢‬ـ ﺍﻝﺠﻤﻬﻭﺭ ﺍﻝﺤﺴﺎﺱ‪.‬‬
‫)‪(٨‬‬
‫‪ ٣‬ـ ﺍﻝﺠﻤﻬﻭﺭ ﺍﻝﻼﻤﺒﺎﻝﻲ‪.‬‬
‫ﻭﻝﻜل ﻨﻭﻉ ﻤﻥ ﻫﺫﻩ ﺍﻷﻨﻭﺍﻉ ﺨﺼﺎﺌﺹ ﻤﺨﺘﻠﻔﺔ‪ ،‬ﻓﺎﻝﺠﻤﻬﻭﺭ ﺍﻝﻌﻨﻴﺩ ﻴﺘﻜﻭﻥ‬
‫ﻤﻥ ﺍﻷﺸﺨﺎﺹ ﺍﻝﻤﺘﻌﻠﻤﻴﻥ‪ ،‬ﺃﺼﺤﺎﺏ ﺍﻝﻤﺅﻫﻼﺕ ﺍﻝﻌﻠﻤﻴﺔ ﺍﻝﻌﺎﻝﻴﺔ‪ ،‬ﺍﻝﻌﺎﺭﻓﻴﻥ ﺒﺒﻭﺍﻁﻥ‬
‫ﺍﻻﻤﻭﺭ‪ ،‬ﻭﺍﻝﻤﺩﺭﻜﻴﻥ ﻝﺤﻘﺎﺌﻕ ﺍﻻﺸﻴﺎﺀ‪ ،‬ﻭﻫﻭ ﺠﻤﻬﻭﺭ ﻴﺨﻀﻊ ﺍﻝﺭﺴﺎﺌل ﺍﻹﻋﻼﻤﻴـﺔ‬
‫ﺇﻝﻰ ﺍﻝﻔﺤﺹ ﺍﻝﻌﻘﻠﻲ ﺍﻝﺩﻗﻴﻕ‪ ،‬ﻭﻻ ﻴﺼﺩﻕ ﺒﺴﻬﻭﻝﺔ ﻜل ﻤﺎ ﺘﺘﻀـﻤﻨﻪ‪ ،‬ﻭﻴﺼـﻌﺏ‬
‫ﺒﺎﻝﺘﺎﻝﻲ ﺍﻝﺘﺄﺜﻴﺭ ﻋﻠﻰ ﻫﺫﺍ ﺍﻝﺠﻤﻬﻭﺭ‪.‬‬
‫‪Copyright © 2017.‬‬
‫‪copyright law.‬‬

‫‪-١٩٧-‬‬

‫‪EBSCO Publishing : eBook Arabic Collection Trial - printed on 4/4/2020 5:47 PM via MINISTÈRE DE L''EDUCATION‬‬
‫‪NATIONALE, DE LA FORMATION PROFESSIONNELLE‬‬
‫; ‪AN: 1945112‬‬ ‫;‪.‬‬
‫‪Account: ns063387‬‬
‫‪. All rights reserved. May not be reproduced in any form without permission from the publisher, except fair uses permitted under U.S. or applicable‬‬

‫ﺃﻤﺎ ﺍﻝﺠﻤﻬﻭﺭ ﺍﻝﺤﺴﺎﺱ ﻓﻴﺘﻜﻭﻥ ﻏﺎﻝﺒﹰﺎ ﻤﻥ ﺍﻻﺸﺨﺎﺹ ﺍﻷﻗل ﺘﻌﻠﻴﻤـﹰﺎ ﻤـﻥ‬

‫ﺍﻝﻌﺎﻤﺔ‪ ،‬ﻭﻜﺫﻝﻜﺎﻻﻁﻔﺎل ﻭﺍﻝﻨﺴﺎﺀ‪ ،‬ﻭﻫﻭﻻﺀ ﻴﻜﻭﻨﻭﻥ ﺃﻜﺜﺭ ﻋﺭﻀﺔ ﻝﻠﺘﺄﺜﺭ ﺒﻤﺎ ﺘﻘﺩﻤﻪ‬
‫ﻭﺴﺎﺌل ﺍﻹﻋﻼﻡ‪ ،‬ﻭﻝﺫﻝﻙ ﻨﻼﺤﻅ ﺍﻥ ﻜﻤﹰﺎ ﻜﺒﻴﺭﹰﺍ ﻤﻥ ﺍﻝﺭﺴﺎﺌل ﺍﻹﻋﻼﻨﻴﺔ ﻴﺨﺎﻁـﺏ‬
‫ﺍﻝﻤﺭﺃﺓ ﺃﻭ ﺍﻝﻁﻔل‪ ،‬ﻝﻤﻌﺭﻓﺘﻪ ﻤﺴﺒﻘﹰﺎ ﺒﺎﻤﻜﺎﻨﻴﺔ ﺍﻝﺘﺄﺜﻴﺭ ﻋﻠﻰ ﻫﺎﺘﻴﻥ ﺍﻝﺸﺭﻴﺤﺘﻴﻥ ﺒﺩﺭﺠﺔ‬
‫ﺃﻜﺒﺭ ﻤﻥ ﻏﻴﺭﻫﻤﺎ‪.‬‬
‫ﻭﻴﺘﻜﻭﻥ ﺍﻝﺠﻤﻬﻭﺭ ﺍﻝﻼﻤﺒﺎﻝﻲ ﻤﻥ ﺍﻷﻓﺭﺍﺩ ﺍﻝﺫﻴﻥ ﻻ ﻴﻬﺘﻤﻭﻥ ﻓـﻲ ﺍﻝﻐﺎﻝـﺏ‬
‫ﺒﻭﺴﺎﺌل ﺍﻹﻋﻼﻡ‪ ،‬ﻭﻻ ﻴﺘﻌﺭﻀﻭﻥ ﻝﻤﺎ ﺘﺒﺜﻪ ﻤﻥ ﺭﺴﺎﺌل‪ ،‬ﻭﻓﻲ ﺍﻝﻭﺍﻗﻊ ﻓـﺈﻥ ﻫـﺫﺍ‬
‫ﺍﻝﺠﻤﻬﻭﺭ ﻓﻲ ﺘﻘﺩﻴﺭﻱ ﻓﻲ ﺘﺭﺍﺠﻊ ﻤﺴﺘﻤﺭ‪ ،‬ﻓﺒﻌﺩ ﻅﻬﻭﺭ ﺍﻝﻜﻡ ﺍﻝﻬﺎﺌل ﻤﻥ ﺍﻝﻘﻨـﻭﺍﺕ‬
‫ﺍﻝﻔﻀﺎﺌﻴﺔ ﻭﺍﻝﺼﺤﻑ‪ ،‬ﻭﻗﻨﻭﺍﺕ ﺍﻻﺫﺍﻋﺎﺕ ﺍﻝﻤﺴﻤﻭﻋﺔ‪ ،‬ﻭﻭﺴﺎﺌل ﺍﻹﻋﻼﻡ ﺍﻝﺠﺩﻴﺩ‪ ،‬ﻝﻡ‬
‫ﻴﻌﺩ ﺒﺈﻤﻜﺎﻥ ﺃﺤﺩ ﺃﻥ ﻴﻌﻴﺵ ﺨﺎﺭﺝ ﺘﺄﺜﻴﺭ ﻭﺴﺎﺌل ﺍﻹﻋﻼﻡ ﺍﻝﺘﻲ ﺒﺩﺃﺕ ﺘﺤﻴﻁ ﺒﻨﺎ ﻤﻥ‬
‫ﻜل ﺠﺎﻨﺏ‪ ،‬ﻭﺒﺎﻝﺘﺎﻝﻲ ﻝﻡ ﻴﻌﺩ ﺒﺎﻻﻤﻜﺎﻥ ﻏﺽ ﺍﻝﻁﺭﻑ ﻋﻤﺎ ﺘﻘﺩﻤﻪ ﻤـﻥ ﺭﺴـﺎﺌل‬
‫ﻤﺘﻨﻭﻋﺔ ﺒﺎﺴﺎﻝﻴﺏ ﺠﺫﺍﺒﺔ ﻭﻤﺒﻬﺭﺓ‪.‬‬
‫ﻭﻴﺨﻀﻊ ﺍﻹﻋﻼﻥ ـ ﻜﻭﻨﻪ ﻨﺸﺎﻁﹰﺎ ﺍﺘﺼﺎﻝﻴﹰﺎ ـ ﺇﻝﻰ ﻨﻔﺱ ﻫـﺫﻩ ﺍﻝﻅـﺭﻭﻑ‬
‫ﻭﺍﻝﻤﻌﻁﻴﺎﺕ‪ ،‬ﻓﻬﻭ ﻴﺘﻌﺎﻤل ﻤﻊ ﺠﻤﻬﻭﺭ ﻤﺘﻨﻭﻉ‪ ،‬ﻭﻴﺴﺘﺨﺩﻡ ﻭﺴﺎﺌل ﺍﺘﺼﺎل ﻤﺘﻌـﺩﺩﺓ‬
‫ﺘﺸﻤل ﻓﻲ ﺠﺯﺀ ﻜﺒﻴﺭ ﻤﻨﻬﺎ ﻭﺴﺎﺌل ﺍﻹﻋﻼﻡ‪ ،‬ﻭﻴﻬﺩﻑ ﺇﻝﻰ ﺍﻝﺘﺄﺜﻴﺭ ﺍﻝﻤﺒﺎﺸﺭ ﻋﻠـﻰ‬
‫ﻗﻨﺎﻋﺎﺕ ﻭﺒﺎﻝﺘﺎﻝﻲ ﺴﻠﻭﻜﻴﺎﺕ ﺍﻝﻤﺘﻠﻘﻲ ﻝﻠﺭﺴﺎﻝﺔ ﺍﻹﻋﻼﻨﻴﺔ‪.‬‬
‫ﻭﺘﺘﻡ ﻋﻤﻠﻴﺔ ﺍﻝﺘﺄﺜﻴﺭ ﻓﻲ ﺴﻠﻭﻙ ﻤﺘﻠﻘﻲ ﺍﻝﺭﺴﺎﻝﺔ ﺍﻹﻋﻼﻨﻴﺔ ﻤﻥ ﺨﻼل ﺜﻼﺜـﺔ‬
‫ﺃﺴﺎﻝﻴﺏ‪ ،‬ﺃﻭ ﻤﺴﺘﻭﻴﺎﺕ ﻫﻲ)‪.(٩‬‬

‫‪ ١‬ـ ﺘﻭﻓﻴﺭ ﺍﻝﻤﻌﻠﻭﻤﺎﺕ‪:‬‬

‫ﺍﻥ ﻋﻤﻠﻴﺔ ﺘﺯﻭﻴﺩ ﺍﻝﻤﺴﺘﻬﻠﻙ ﺒﻤﻌﻠﻭﻤﺎﺕ ﻭﺒﻴﺎﻨﺎﺕ ﺠﺩﻴﺩﺓ ﻝﻡ ﻴﻜﻥ ﻴﻌﺭﻓﻬﺎ ﻋﻥ‬
‫ﺍﻝﺴﻠﻌﺔ ﺃﻭ ﺍﻝﺨﺩﻤﺔ ﺍﻝﻤﻌﻠﻥ ﻋﻨﻬﺎ ﻤﻥ ﺸﺄﻨﻪ ﺃﻥ ﻴﺅﺜﺭ ﺒﺼﻭﺭﺓ ﻭﺍﻀﺤﺔ ﻋﻥ ﺴﻠﻭﻜﻪ‬
‫ﺍﻻﺴﺘﻬﻼﻜﻲ‪.‬‬
‫‪Copyright © 2017.‬‬
‫‪copyright law.‬‬

‫‪-١٩٨-‬‬

‫‪EBSCO Publishing : eBook Arabic Collection Trial - printed on 4/4/2020 5:47 PM via MINISTÈRE DE L''EDUCATION‬‬
‫‪NATIONALE, DE LA FORMATION PROFESSIONNELLE‬‬
‫; ‪AN: 1945112‬‬ ‫;‪.‬‬
‫‪Account: ns063387‬‬
‫‪. All rights reserved. May not be reproduced in any form without permission from the publisher, except fair uses permitted under U.S. or applicable‬‬

‫ﻭﺍﻹﻋﻼﻥ ﺍﻝﺫﻱ ﻴﺴﺘﺨﺩﻡ ﻤﺩﺨل ﺍﻝﻤﻌﻠﻭﻤﺎﺕ ﻝﻠﺘﺄﺜﻴﺭ ﻴﺘﻀﻤﻥ ﻓﻲ ﺍﻷﺴـﺎﺱ‬

‫ﺒﻴﺎﻨﺎﺕ ﻭﻤﻌﻠﻭﻤﺎﺕ ﻋﻥ ﺍﻝﺴﻠﻌﺔ ﻭﺨﺼﺎﺌﺼﻬﺎ ﻭﺃﻤﺎﻜﻥ ﺘﻭﺍﺠﺩﻫﺎ ﻭﺴﻌﺭﻫﺎ‪ ،‬ﻭﺍﻝﻤﺯﺍﻴﺎ‬
‫ﻭﺍﻝﻤﻨﺎﻓﻊ ﺍﻝﺘﻲ ﺘﺤﻘﻘﻬﺎ‪ ،‬ﻭﺍﻻﺴﺘﺨﺩﺍﻤﺎﺕ ﺍﻝﺠﺩﻴﺩﺓ ﻝﻬﺎ‪ ،‬ﻭﻜﻴﻔﻴﺔ ﺍﻝﺤﺼﻭل ﻋﻠﻴﻬﺎ‪.‬‬
‫ﺃﻥ ﺍﻝﻤﻌﻠﻭﻤﺎﺕ ﻫﻨﺎ ﻫﻲ ﺍﻝﻌﻨﺼﺭ ﺍﻷﺴﺎﺴﻲ ﺍﻝﺫﻱ ﻴﺴﺘﺨﺩﻤﻪ ﺍﻝﻤﻌﻠﻥ ﻝﺘﻭﺠﻴﻪ‬
‫ﺴﻠﻭﻙ ﺍﻝﻤﺘﻠﻘﻲ‪ ،‬ﺤﻴﺙ ﻴﻌﺘﻤﺩ ﺍﻝﻜﺜﻴﺭﻭﻥ ﻋﻠﻰ ﺍﻹﻋﻼﻥ ﻜﻭﺴﻴﻠﺔ ﺃﺴﺎﺴﻴﺔ ﻓﻲ ﺃﺘﺨـﺎﺫ‬
‫ﻗﺭﺍﺭﺍﺘﻬﻡ ﺍﻻﺴﺘﻬﻼﻜﻴﺔ‪.‬‬
‫ﻭﻤﻥ ﺃﺒﺭﺯ ﺍﻹﻋﻼﻨﺎﺕ ﺍﻝﺘﻲ ﺘﺴﺘﺨﺩﻡ ﺍﻝﻤﻌﻠﻭﻤﺎﺕ ﻫﻲ ﺍﻹﻋﻼﻨﺎﺕ ﺍﻝﻤﺒﻭﺒـﺔ‬
‫ﺍﻝﺘﻲ ﺘﻨﺸﺭﻫﺎ ﺍﻝﺼﺤﻑ‪ ،‬ﻭﺍﻝﺘﻲ ﺘﻭﻓﺭ ﻝﻠﻤﺴﺘﻬﻠﻙ ﻤﻌﻠﻭﻤﺎﺕ ﻤﺤﺩﺩﺓ ﻭﻤﺒﺎﺸﺭﺓ ﻋﻤـﺎ‬
‫ﻫﻭ ﻤﻌﻠﻥ ﻋﻨﻪ ﺩﻭﻥ ﺍﻝﺤﺎﺡ ﻤﻨﻬﺎ ﻋﻠﻰ ﺍﻝﻤﺘﻠﻘﻲ ﻻﻗﺘﻨﺎﺀ ﺘﻠﻙ ﺍﻝﺴﻠﻊ‪ ،‬ﺃﻭ ﺍﻝﺘﻌﺎﻤل ﻤﻊ‬
‫ﺍﻝﺨﺩﻤﺎﺕ ﻤﻭﻀﻭﻉ ﺍﻹﻋﻼﻥ‪.‬‬
‫ﻭﻨﻅ ‪‬ﺭ ﻝﻤﺎ ﻝﻺﻋﻼﻨﺎﺕ ﻤﻥ ﺃﻫﻤﻴﺔ ﻓﻲ ﺤﻴﺎﺓ ﺍﻷﻓﺭﺍﺩ‪ ،‬ﺇﺫ ﻫﻲ ﺍﻝﺘﻲ ﺘﺴﻬﻡ ﻓﻲ‬
‫)‪(١١‬‬
‫ﺍﻝﺘـﻲ‬ ‫ﺘﺤﺴﻴﻥ ﺃﺘﺨﺎﺫ ﺍﻝﻘﺭﺍﺭﺍﺕ)‪ ،(١٠‬ﻭﺇﻴﺠﺎﺩ ﺍﻝﺤﻠﻭل ﺍﻝﻤﻨﺎﺴـﺒﺔ ﻝﻠﻤﺸـﻜﻼﺕ‬
‫ﺘﻭﺍﺠﻬﻨﺎ‪ ،‬ﻓﺈﻥ ﺍﻝﻤﺘﻠﻘﻲ ﻓﻲ ﺍﻝﻐﺎﻝﺏ ﻫﻭ ﺍﻝﺫﻱ ﻴﺘﻭﺠﻪ ﺒﺈﺭﺍﺩﺘﻪ ﺇﻝﻰ ﺍﻻﻁـﻼﻉ ﻋﻠـﻰ‬
‫ﻫﺫﻩ ﺍﻝﻨﻭﻋﻴﺔ ﻤﻥ ﺍﻹﻋﻼﻨﺎﺕ ﺍﻝﺘﻲ ﺘﺴﺎﻋﺩﻩ ﻋﻠﻰ ﺘﻠﺒﻴﺔ ﺃﺤﺘﻴﺎﺠﺎﺘﻪ‪ ،‬ﻭﺤـل ﺒﻌـﺽ‬
‫ﺍﻝﻤﺸﻜﻼﺕ ﺍﻝﻴﻭﻤﻴﺔ ﺍﻝﺘﻲ ﺘﻭﺍﺠﻬﻪ‪.‬‬
‫ﻭﻓﻲ ﺍﻝﻭﺍﻗﻊ ﻓﺈﻥ ﺍﻝﻤﻌﻠﻭﻤﺎﺕ ﻓﻲ ﺍﻝﺭﺴﺎﻝﺔ ﺍﻹﻋﻼﻨﻴﺔ ﺘﻌﺩ ﺤﻕ ﻤﻥ ﺤﻘـﻭﻕ‬
‫ﺍﻝﻤﺘﻠﻘﻲ ﺍﻝﺘﻲ ﻴﺠﺏ ﺃﻥ ﺘﻠﻘﻰ ﻋﻨﺎﻴﺔ ﻤﻥ ﺍﻝﻤﻌﻠﻥ ﺨﺎﺼﺔ ﻋﻨـﺩﻤﺎ ﻴﺘﻌﻠـﻕ ﺍﻷﻤـﺭ‬
‫ﺒﺎﻹﻋﻼﻥ ﻋﻥ ﺍﻝﻤﻨﺘﺠﺎﺕ ﺍﻝﺠﺩﻴﺩﺓ‪ ،‬ﻤﻥ ﺤﻴﺙ ﺤﻕ ﺍﻝﻤﺘﻠﻘﻲ ﺍﻥ ﻴﻌﺭﻑ ﺨﺼـﺎﺌﺹ‬
‫ﻭﻤﻭﺍﺼﻔﺎﺕ ﻫﺫﺍ ﺍﻝﻤﻨﺘﺞ ﻭﻤﻜﻭﻨﺎﺘـﻪ ﻭﺘﺭﻜﻴﺒﺘـﻪ ﻭﻁـﺭﻕ ﻭﺃﺴـﺎﻝﻴﺏ ﻭﺸـﺭﻭﻁ‬
‫ﺍﺴﺘﺨﺩﺍﻤﺎﺘﻪ‪.‬‬
‫ﻭﻴﻠﻘﻰ ﺘﺭﺍﺠﻊ ﺍﻝﻤﻌﻠﻭﻤﺎﺕ ﺍﻨﺘﻘﺎﺩﹰﺍ ﻗﻭﻴﹰﺎ ﻤﻥ ﺠﺎﻨﺏ ﺍﻻﻜﺎﺩﻴﻤﻴﻴﻥ‪ ،‬ﺤﻴﺙ ﺘﺭﻯ‬
‫ﺍﻝﺩﻜﺘﻭﺭﺓ ﻤﻨﻰ ﺍﻝﺤﺩﻴﺩﻱ ﺃﻥ ﺃﻏﻠﺏ ﺍﻝﺭﺴﺎﺌل ﺍﻹﻋﻼﻨﻴﺔ ﻓﻲ ﺍﻝﻭﻁﻥ ﺍﻝﻌﺭﺒﻲ ﺘﺴـﺘﻨﺩ‬
‫ﻋﻠﻰ ﺍﻝﺸﻜل ﺍﻻﺴﺘﻌﺭﺍﻀﻲ‪ ،‬ﻭﺘﻜﺎﺩ ﺘﺨﻠﻭ ﺘﻤﺎﻤﹰﺎ ﻤﻥ ﺃﻴﺔ ﻤﻌﻁﻴﺎﺕ ﻤﻔﻴـﺩﺓ ﺤـﻭل‬
‫‪Copyright © 2017.‬‬
‫‪copyright law.‬‬

‫‪-١٩٩-‬‬

‫‪EBSCO Publishing : eBook Arabic Collection Trial - printed on 4/4/2020 5:47 PM via MINISTÈRE DE L''EDUCATION‬‬
‫‪NATIONALE, DE LA FORMATION PROFESSIONNELLE‬‬
‫; ‪AN: 1945112‬‬ ‫;‪.‬‬
‫‪Account: ns063387‬‬
‫‪. All rights reserved. May not be reproduced in any form without permission from the publisher, except fair uses permitted under U.S. or applicable‬‬

‫ﺍﻝﻤﻨﺘﺞ‪ ..‬ﻤﺘﺠﺎﻫﻠﺔ ﺤﺎﺠﺔ ﺍﻝﻤﺘﻠﻘﻲ ﺇﻝﻰ ﺍﻝﺘﻌﺭﻑ ﻋﻠﻰ ﻤﺎﻫﻴﺔ ﺍﻝﺴﻠﻌﺔ ﺍﻝﺘـﻲ ﻴـﺩﻋﻭ‬
‫ﺍﻹﻋﻼﻥ ﺍﻝﻴﻬﺎ)‪.(١٢‬‬
‫ﻭﺘﺩﻋﻭ ﺍﻝﺩﻜﺘﻭﺭﺓ ﻤﻨﻰ ـ ﻭﺃﺘﻔﻕ ﻤﻌﻬﺎ ﻓﻲ ﺫﻝﻙ ـ ﺇﻝﻰ ﻀـﺭﻭﺭﺓ ﻭﻀـﻊ‬
‫ﺘﺸﺭﻴﻌﺎﺕ ﺼﺭﻴﺤﺔ ﺘﺤﻔﻅ ﺤﻕ ﺍﻝﺠﻤﻬﻭﺭ ﺍﻝﻤﺴﺘﻬﻠﻙ ﻓﻲ ﻤﻌﺭﻓﺔ ﻤﻭﺍﺼﻔﺎﺕ ﺍﻝﺴﻠﻌﺔ‬
‫ﺃﻭ ﺍﻝﺨﺩﻤﺔ ﺍﻝﻤﻌﻠﻥ ﻋﻨﻬﺎ‪ ،‬ﺒﺩﻗﺔ ﻭﺃﻤﺎﻨﺔ‪ ،‬ﻤﻥ ﺨﻼل ﺍﻝﺯﺍﻡ ﺍﻝﻤﻌﻠﻥ ﺒﺘﻘﺩﻴﻡ ﻤﻌﻠﻭﻤـﺎﺕ‬
‫ﻜﻤﻴﺔ ﻭﻨﻭﻋﻴﺔ ﻭﺍﻓﻴﺔ ﻭﺼﺤﻴﺤﺔ ﻋﻨﻬﺎ)‪.(١٣‬‬

‫ﺃﻫﻤﻴﺔ ﺍﻝﻤﻌﻠﻭﻤﺎﺕ ﻓﻲ ﺍﻹﻋﻼﻥ‪:‬‬

‫ﻝﻠﻤﻌﻠﻭﻤﺎﺕ ﺃﻫﻤﻴﺔ ﻜﺒﻴﺭﺓ ﻓﻲ ﺍﻹﻋﻼﻥ‪ ،‬ﻝﻜل ﻤﻥ ﺍﻝﻤﻌﻠﻥ ﻭﺍﻝﻤﺘﻠﻘﻲ ﻭﺍﻝﻭﺴﻴﻠﺔ‬
‫ﺍﻝﻤﻌﻠﻨﺔ‪،‬ﻴﻤﻜﻥ ﺘﺤﺩﻴﺩﻫﺎ ﻓﻴﻤﺎ ﻴﻠﻲ‪:‬‬

‫ﺃﻭ ﹰﻻ ‪ :‬ﺃﻫﻤﻴﺔ ﺍﻝﻤﻌﻠﻭﻤﺎﺕ ﺒﺎﻝﻨﺴﺒﺔ ﻝﻠﻤﻌﻠﻥ‪:‬‬

‫‪ ١‬ـ ﺘﻌﻜﺱ ﺍﻝﻤﻌﻠﻭﻤﺎﺕ ﺍﻝﺘﻲ ﺘﺘﻀﻤﻨﻬﺎ ﺍﻝﺭﺴﺎﻝﺔ ﺍﻹﻋﻼﻨﻴﺔ ﺜﻘﺔ ﺍﻝﻤﻌﻠﻥ ﻓﻲ‬
‫ﺍﻝﻤﻨﺘﺞ‪ ،‬ﺃﻭ ﺍﻝﺨﺩﻤﺔ ﺍﻝﺘﻲ ﻴﻘﺩﻤﻬﺎ ﺍﻝﺠﻤﻬﻭﺭ‪ ،‬ﻭﻓﻲ ﺍﻝﻤﻘﺎﺒل ﻓﺈﻥ ﺍﺨﻔﺎﺀ ﺍﻝﻤﻌﻠﻭﻤـﺎﺕ‬
‫ﻭﺍﻻﻋﺘﻤﺎﺩ ﻋﻠﻰ ﺍﻹﻴﺤﺎﺀ‪ ،‬ﻭﺍﺜﺎﺭﺓ ﺍﻝﻌﻭﺍﻁﻑ ﻭﺍﻝﻐﺭﺍﺌﺯ‪ ،‬ﻭﻤﺎ ﺇﻝﻰ ﺫﻝﻙ ﻴﻌﻜﺱ ﻋﺩﻡ‬
‫ﺜﻘﺔ ﺍﻝﻤﻌﻠﻥ ﻓﻲ ﺠﻭﺩﺓ ﻭﻤﺴﺘﻭﻯ ﻤﺎ ﻴﻌﻠﻥ ﻋﻨﻪ‪ ،‬ﻭﺒﺎﻝﺘﺎﻝﻲ ﻴﺘﺠﻨﺏ ﺍﻝﺨـﻭﺽ ﻓـﻲ‬
‫ﺍﻝﺨﺼﺎﺌﺹ ﻭﺍﻝﻤﺯﺍﻴﺎ ﻭﺍﻝﻤﻭﺍﺼﻔﺎﺕ ﻻﻨﻬﺎ ﻻ ﺘﺸﻜل ﻋﻨﺼﺭ ﻤﻨﺎﻓﺴﺔ ﻝﺩﻴﻪ‪.‬‬
‫‪ ٢‬ـ ﺘﺠﻌل ﺍﻝﻤﻌﻠﻭﻤﺎﺕ ﺍﻝﺠﻤﻬﻭﺭ ﺃﻜﺜﺭ ﺜﻘﺔ ﻓﻲ ﺍﻝﻤﻨﺘﺞ‪ ،‬ﺃﻭﺍﻝﺨﺩﻤـﺔ ﺍﻝﺘـﻲ‬
‫ﻴﺩﻭﺭ ﺤﻭﻝﻬﺎ ﺍﻹﻋﻼﻥ‪ ،‬ﻭﺒﺎﻝﺘﺎﻝﻲ ﺘﺯﺩﺍﺩ ﺩﺭﺠﺔ ﺍﻻﻗﺒﺎل ﻋﻠﻴﻬﺎ‪ ،‬ﻓﺎﻝﻤﺘﻠﻘﻲ ـ ﻋﺎﺩﺓ ـ‬
‫ﻴﺒﺤﺙ ﻋﻥ ﺍﻝﻤﻌﻠﻭﻤﺎﺕ ﺴﻭﺍﺀ ﻓﻲ ﺍﻹﻋﻼﻥ‪ ،‬ﺃﻭ ﻓﻲ ﻏﻴﺭﻩ ﻤﻥ ﺍﻝﺭﺴﺎﺌل ﺍﻹﻋﻼﻨﻴﺔ‬
‫ﺍﻷﺨﺭﻯ)*(‪.‬‬
‫‪Copyright © 2017.‬‬
‫‪copyright law.‬‬

‫‪-٢٠٠-‬‬

‫‪EBSCO Publishing : eBook Arabic Collection Trial - printed on 4/4/2020 5:48 PM via MINISTÈRE DE L''EDUCATION‬‬
‫‪NATIONALE, DE LA FORMATION PROFESSIONNELLE‬‬
‫; ‪AN: 1945112‬‬ ‫;‪.‬‬
‫‪Account: ns063387‬‬
‫‪. All rights reserved. May not be reproduced in any form without permission from the publisher, except fair uses permitted under U.S. or applicable‬‬

‫‪ ٣‬ـ ﺘﺭﻓﻊ ﺍﻝﻤﻌﻠﻭﻤﺎﺕ ﻤﻥ ﻤﺴﺘﻭﻯ ﺍﻝﺜﻘﺔ ﻓـﻲ ﺍﻝﻤﺅﺴﺴـﺔ ﺍﻻﻨﺘﺎﺠﻴـﺔ ﺃﻭ‬

‫ﺍﻝﺨﺩﻤﻴﺔ‪ ،‬ﻓﺎﻝﻤﺅﺴﺴﺎﺕ ﻭﺍﻝﻤﻨﺸﺄﺕ ﺍﻝﺘﻲ ﺘﺴﺘﺨﺩﻡ ﺍﻝﻤﻌﻠﻭﻤﺎﺕ ﺒﺼﻭﺭﺓ ﺩﺍﺌﻤﺔ ﺃﺜﻨـﺎﺀ‬
‫ﺍﻹﻋﻼﻥ ﻋﻥ ﺴﻠﻌﻬﺎ ﺃﻭ ﺨﺩﻤﺎﺘﻬﺎ ﺍﻝﺠﺩﻴﺩﺓ ﺍﻝﺘﻲ ﺘﻁﺭﺤﻬﺎ ﻓﻲ ﺍﻝﺴﻭﻕ ﺘﻠﻘـﻰ ﻤـﻊ‬
‫ﻤﺭﻭﺭ ﺍﻝﺯﻤﻥ ﺜﻘﺔ ﻋﺎﻝﻴﺔ ﻤﻥ ﺠﺎﻨﺏ ﺍﻝﺠﻤﻬﻭﺭ‪ ،‬ﻭﺘﺤﺼل ﺒﺎﻝﺘـﺎﻝﻲ ﻋﻠـﻰ ﻤﻜﺎﻨـﺔ‬
‫ﻭﺴﻤﻌﺔ ﻋﺎﻝﻴﺘﻴﻥ‪ ،‬ﻤﻤﺎ ﻴﺴﻬﻡ ﻓﻲ ﺭﺴﻡ ﻭﺘﺭﺴﻴﺦ ﺼﻭﺭﺓ ﺫﻫﻨﻴﺔ ﺤﺴﻨﺔ ﻝﻬـﺎ ﻓـﻲ‬
‫ﺃﺫﻫﺎﻥ ﺍﻝﻤﺘﻠﻘﻴﻥ‪ ،‬ﻭﻴﻌﺯﺯ ﺒﺎﻝﺘﺎﻝﻲ ﻤﻥ ﻤﻜﺎﻨﺘﻬﺎ ﻓﻲ ﺍﻝﺴﻭﻕ‪ ،‬ﺍﻷﻤﺭ ﺍﻝـﺫﻱ ﻴـﻨﻌﻜﺱ‬
‫ﺃﻴﺠﺎﺒﹰﺎ ﻓﻲ ﺭﻭﺍﺝ ﻤﻨﺘﺠﺎﺘﻬﺎ ﻭﺨﺩﻤﺎﺘﻬﺎ ﻝﺩﻯ ﺍﻝﻤﺴﺘﻬﻠﻜﻴﻥ ﺍﻝﺤﺎﻝﻴﻴﻥ ﻭﺍﻝﻤﺭﺘﻘﺒﻴﻥ‪.‬‬

‫ﺜﺎﻨﻴ ﹰﺎ‪ :‬ﺃﻫﻤﻴﺔ ﺍﻝﻤﻌﻠﻭﻤﺎﺕ ﺒﺎﻝﻨﺴﺒﺔ ﻝﻠﻤﺘﻠﻘﻲ‪:‬‬

‫‪ ١‬ـ ﺘﺠﻌل ﺍﻝﻤﻌﻠﻭﻤﺎﺕ ﺍﻝﻤﺘﻠﻘﻲ "ﺍﻝﻤﺴﺘﻬﻠﻙ" ﻴﻘﺒل ﻋﻠﻰ ﺍﻝﺴﻠﻌﺔ ﺃﻭ ﺍﻝﺨﺩﻤـﺔ‬
‫ﺍﻝﻤﻌﻠﻥ ﻋﻨﻬﺎ ﻭﻫﻭ ﻓﻲ ﺤﺎﻝﺔ ﺍﻁﻤﺌﻨﺎﻥ ﻜﺎﻤل ﻨﻅﺭﹰﺍ ﻝﻤﻌﺭﻓﺘﻪ ﺍﻝﻤﺴـﺒﻘﺔ ﺒﻬـﺎ ﻗﺒـل‬
‫ﺍﻗﺘﻨﺎﺌﻬﺎ‪ ،‬ﺃﻭ ﺍﻝﺘﻌﺎﻤل ﻤﻌﻬﺎ ﻤﻥ ﺨﻼل ﻤﻌﺭﻓﺘﻪ ﺒﺨﺼﺎﺌﺼﻬﺎ ﻭﻤﻜﻭﻨﺎﺘﻬﺎ ﻭﺘﺭﻜﻴﺒﺘﻬـﺎ‬
‫ﻭﺍﺴﺘﺨﺩﺍﻤﺎﺘﻬﺎ ﻭﻤﻭﺍﺼﻔﺎﺘﻬﺎ‪ ،‬ﻭﻏﻴﺭ ﺫﻝﻙ ﻤﻥ ﺍﻝﻤﻌﻠﻭﻤﺎﺕ ﺍﻝﺘﻲ ﻴﺘﻀﻤﻨﻬﺎ ﺍﻹﻋﻼﻥ‪.‬‬
‫ﻭﻋﻠﻰ ﺍﻝﻌﻜﺱ ﻤﻥ ﺫﻝﻙ ﻓﺈﻥ ﻋﺩﻡ ﺘﻭﻓﺭ ﺍﻝﻤﻌﻠﻭﻤﺎﺕ ﺍﻝﻜﺎﻓﻴﺔ ﻝﻠﻤﺴﺘﻬﻠﻙ ﻴﺠﻌﻠﻪ‬
‫ﻤﺘﺭﺩﺩﹰﺍ ﻓﻲ ﺫﻝﻙ‪ ،‬ﺒل ﺃﻥ ﺍﻓﺘﻘﺎﺭ ﺍﻹﻋﻼﻥ ﻝﻠﻤﻌﻠﻭﻤﺎﺕ ﻗﺩ ﻴﺠﻌل ﺍﻝﻤﺴﺘﻬﻠﻙ ﻴﺒﺤـﺙ‬
‫ﻋﻥ ﺨﺩﻤﺔ ﺃﻭ ﻤﻨﺘﺞ ﺒﺩﻴل‪.‬‬
‫ﻭﻫﻜﺫﺍ ﻓﺈﻥ ﻝﻠﻤﻌﻠﻭﻤﺎﺕ ﻭﻅﻴﻔﺔ ﻨﻔﺴﻴﺔ ﻝﻠﻤﺘﻠﻘﻲ‪ ،‬ﻓﻬﻲ ﺘﺠﻌﻠﻪ ﻴﺨﺘـﺎﺭ ﻭﻫـﻭ‬
‫ﻭﺍﺜﻘﹰﺎ ﻤﻥ ﺼﺤﺔ ﺍﺨﺘﻴﺎﺭﻩ‪،‬ﻭﺘﻌﺯﺯ ﺒﺎﻝﺘﺎﻝﻲ ﻤﻥ ﻤﻭﻗﻔﻪ ﺘﺠﺎﻩ ﻨﻔﺴﻪ ﻭﺘﺠﺎﻩ ﺍﻷﺨـﺭﻴﻥ‬
‫ﺍﻴﻀﹰﺎ‪.‬‬
‫‪ ٢‬ـ ﺃﻥ ﺘﻭﻓﺭ ﺍﻝﻤﻌﻠﻭﻤﺎﺕ ﻓﻲ ﺍﻹﻋﻼﻨﺎﺕ ﻴﺘﻴﺢ ﻝﻠﻤﺴﺘﻬﻠﻙ ﺍﻤﻜﺎﻨﻴﺔ ﺍﻻﺨﺘﻴﺎﺭ‬
‫ﻭﺍﻝﻤﻔﺎﻀﻠﺔ ﺒﻴﻨﻬﺎ ﺒﺼﻭﺭﺓ ﻤﻨﻁﻘﻴﺔ‪ ،‬ﻓﺎﻝﻤﻌﻠﻭﻤﺎﺕ ﺍﻝﺘﻲ ﺘﺘﻀﻤﻨﻬﺎ ﺴـﻠﻌﹰﺎ ﻤﺘﺸـﺎﺒﻬﺔ‬
‫ﺘﺅﺩﻱ ﻨﻔﺱ ﺍﻝﻭﻅﻴﻔﺔ ﺘﺠﻌل ﺍﻝﻤﺴﺘﻬﻠﻙ ﻴﺘﺠﻪ ﻤﺒﺎﺸﺭﺓ ﺇﻝﻰ ﺘﻠﻙ ﺍﻝﺘﻲ ﻴﻌﺘﻘﺩ ﺃﻨﻬﺎ ﺘﻠﺒﻲ‬
‫‪Copyright © 2017.‬‬
‫‪copyright law.‬‬

‫‪-٢٠١-‬‬

‫‪EBSCO Publishing : eBook Arabic Collection Trial - printed on 4/4/2020 5:48 PM via MINISTÈRE DE L''EDUCATION‬‬
‫‪NATIONALE, DE LA FORMATION PROFESSIONNELLE‬‬
‫; ‪AN: 1945112‬‬ ‫;‪.‬‬
‫‪Account: ns063387‬‬
‫‪. All rights reserved. May not be reproduced in any form without permission from the publisher, except fair uses permitted under U.S. or applicable‬‬

‫ﺍﺤﺘﻴﺎﺠﺎﺘﻪ ﻭﺭﻏﺒﺎﺘﻪ‪ ،‬ﻭﻴﺘﺭﻙ ﺍﻷﺨﺭﻯ‪ ،‬ﻓﻌﻨﺩﻤﺎ ﻴﺘﻌﻠﻕ ﺍﻷﻤﺭ ـ ﻋﻠﻰ ﺴﺒﻴل ﺍﻝﻤﺜﺎل‬
‫ـ ﺒﺈﻋﻼﻨﺎﺕ ﺍﻝﺜﻼﺠﺎﺕ ﻓﺈﻨﻪ ﻋﻨﺩﻤﺎ ﺘﺤﺘﻭﻱ ﺇﻋﻼﻨﺎﺕ ﻫﺫﻩ ﺍﻝﺴﻠﻌﺔ ﻋﻠﻰ ﺍﻝﻤﻌﻠﻭﻤﺎﺕ‬
‫ﺍﻝﻀﺭﻭﺭﻴﺔ ﻤﻥ ﺸﺄﻨﻪ ﺃﻥ ﻴﻴﺴﺭ ﻋﻠﻰ ﺍﻝﻤﺴﺘﻬﻠﻙ ﻋﻤﻠﻴﺔ ﺍﻻﻨﺘﻘﺎﺀ ﻭﻓﻕ ﺃﻤﻜﺎﻨﻴﺎﺘـﻪ‪،‬‬
‫ﻭﻤﺎ ﻴﺒﺤﺙ ﻋﻨﻪ ﻤﻥ ﻤﺯﺍﻴﺎ ﻭﻤﻭﺍﺼﻔﺎﺕ‪.‬‬
‫ﻭﺨﻼﻓﹰﺎ ﻝﺫﻝﻙ ﻴﻘﻭﺩ ﻋﺩﻡ ﺘﻭﻓﺭ ﺍﻝﻤﻌﻠﻭﻤﺎﺕ ﺍﻝﻤﺴﺘﻬﻠﻙ ﺇﻝﻰ ﺤﺎﻝﺔ ﻤﻥ ﺍﻝﻘﻠـﻕ‬
‫ﻭﺍﻻﻀﻁﺭﺍﺏ ﻭﺍﻝﺸﻙ ﻭﺍﻝﺘﺭﺩﺩ‪ ،‬ﻭﻴﻅل ﻴﺒﺤﺙ ﻋﻥ ﻤﺼﺎﺩﺭ ﺃﺨـﺭﻯ ﺘﻘـﺩﻡ ﻝـﻪ‬
‫ﺍﻝﻤﻌﻠﻭﻤﺎﺕ ﺍﻝﻤﻁﻠﻭﺒﺔ‪ ،‬ﻭﻗﺩ ﻴﻘﻊ ﻨﺘﻴﺠﺔ ﻝﺫﻝﻙ ﻓﻲ ﺍﺨﺘﻴﺎﺭ ﺨﺎﻁﺊ‪ ..‬ﻭﻜل ﻫﺫﺍ ﺒﺴﺒﺏ‬
‫ﺤﺎﻝﺔ ﺍﻝﺘﺸﻭﻴﺵ ﺍﻝﻨﺎﺘﺠﺔ ﻋﻥ ﻋﺩﻡ ﺘﻭﻓﺭ ﺍﻝﻤﻌﻠﻭﻤﺎﺕ ﺍﻝﻜﺎﻓﻴﺔ ﻓﻲ ﺍﻹﻋﻼﻥ‪.‬‬
‫‪ ٣‬ـ ﺒﻐﺽ ﺍﻝﻨﻅﺭ ﻋﻥ ﻤﺒﺩﺃ ﻗﺭﺍﺭﺍﻝﺸـﺭﺍﺀ‪ ،‬ﺃﻭ ﺍﻝﺘﻌﺎﻤـل ﻤـﻊ ﺍﻝﺨﺩﻤـﺔ‬
‫ﻤﻭﻀﻭﻉ ﺍﻹﻋﻼﻥ ﻤﻥ ﻋﺩﻤﻪ ﻤﻥ ﻗﺒل ﺍﻝﻤﺘﻠﻘﻲ‪ ،‬ﻓﺈﻥ ﻤﺠﺭﺩ ﺤﺼﻭل ﻫﺫﺍ ﺍﻷﺨﻴـﺭ‬
‫ﻋﻥ ﺍﻝﻤﻌﻠﻭﻤﺎﺕ ﺤﻭل ﺍﻝﺴﻠﻊ ﻭﺍﻝﺨﺩﻤﺎﺕ ﺍﻝﻤﺘﺎﺤﺔ‪ ،‬ﻭﺨﺼﺎﺌﺹ ﻜل ﻤﻨﻬﺎ ﻫﻭ ﺃﻤﺭﹰﺍ‬
‫ﻤﻔﻴﺩ ﺒﺎﻝﻨﺴﺒﺔ ﻝﻪ‪ ،‬ﺤﻴﺙ ﻴﻌﺯﺯ ﺫﻝﻙ ﻤﻥ ﺭﺼﻴﺩﻩ ﺍﻝﻤﻌﻠﻭﻤﺎﺘﻲ ﻋﻤﻭﻤﺎﹰ‪ ،‬ﻓﺎﻝﻤﻌﻠﻭﻤﺎﺕ‬
‫ﺍﻝﻤﺨﺯﻨﺔ ﻓﻲ ﺫﺍﻜﺭﺓ ﻜل ﻤﻨﺎ ﺘﺴﻬﻡ ﺒﺼﻭﺭﺓ ﻤﺒﺎﺸﺭﺓ ﻓﻲ ﺇﺩﺍﺭﺘﻨﺎ ﻝﺸﺅﻭﻥ ﺤﻴﺎﺘﻨـﺎ‪،‬‬
‫ﺴﻭﺍﺀ ﻜﺎﻥ ﺫﻝﻙ ﺁﻨﻴﹰﺎ ﺃﻱ ﻭﻗﺕ ﺤﺼﻭﻝﻨﺎ ﻋﻠﻰ ﺍﻝﻤﻌﻠﻭﻤﺎﺕ‪ ،‬ﺃﻭ ﻓﻲ ﺍﻝﻤﺴـﺘﻘﺒل‪ ،‬ﺃﻱ‬
‫ﺒﻌﺩ ﻤﺭﻭﺭ ﻓﺘﺭﺓ ﺯﻤﻨﻴﺔ ﻋﻠﻰ ﺫﻝﻙ‪.‬‬

‫ﺜﺎﻝﺜ ﹰﺎ‪ :‬ﺃﻫﻤﻴﺔ ﺍﻝﻤﻌﻠﻭﻤﺎﺕ ﺒﺎﻝﻨﺴﺒﺔ ﻝﻠﻭﺴﻴﻠﺔ ﺍﻝﻤﻌﻠﻨﺔ‪:‬‬

‫ﻴﺸﻜل ﺍﻹﻋﻼﻥ ﻜﻤﺎ ﻫﻭ ﻤﻌﺭﻭﻑ ﺍﻝﻤﺼﺩﺭ ﺍﻷﻫﻡ ﻝﻠﺩﺨل ﺒﺎﻝﻨﺴﺒﺔ ﻝﻭﺴـﺎﺌل‬
‫ﺍﻹﻋﻼﻡ ﻋﻤﻭﻤﹰﺎ)*(‪ ،‬ﻭﺘﺨﺼﺹ ﺒﺎﻝﺘﺎﻝﻲ ﺘﻠﻙ ﺍﻝﻭﺴﺎﺌل ﻤﺴﺎﺤﺎﺕ ﻭﺭﻗﻴـﺔ ﻭﺯﻤﻨﻴـﺔ‬
‫ﻤﻬﻤﺔ ﻝﻨﺸﺭ ﺍﻹﻋﻼﻨﺎﺕ‪ ،‬ﻭﺘﺘﺴﺎﺒﻕ ﻓﻴﻤﺎ ﺒﻴﻨﻬﺎ ﻋﻠﻰ ﺠﺫﺏ ﺍﻝﻤﻌﻠﻨﻴﻥ‪ ،‬ﻤـﻥ ﺨـﻼل‬
‫ﺍﻋﺩﺍﺩ ﺍﻝﺘﻘﺎﺭﻴﺭ ﺍﻝﺘﻲ ﺘﺘﻀﻤﻥ ﺍﻝﺒﻴﺎﻨﺎﺕ ﺍﻝﻤﺘﻌﻠﻘﺔ ﺒﺤﺠﻡ ﺍﻨﺘﺸﺎﺭﻫﺎ‪ ،‬ﻭﺍﻗﺒﺎل ﺍﻝﺠﻤﻬﻭﺭ‬
‫ﻋﻠﻴﻬﺎ ﻭﺘﻘﺩﻴﻤﻬﺎ ﻝﻠﻤﻌﻠﻨﻴﻥ ﻝﺩﻓﻌﻬﻡ ﻝﻨﺸﺭ ﺍﻋﻼﻨﺎﺘﻬﻡ ﻝﺩﻴﻬﺎ‪.‬‬
‫‪Copyright © 2017.‬‬
‫‪copyright law.‬‬

‫‪-٢٠٢-‬‬

‫‪EBSCO Publishing : eBook Arabic Collection Trial - printed on 4/4/2020 5:48 PM via MINISTÈRE DE L''EDUCATION‬‬
‫‪NATIONALE, DE LA FORMATION PROFESSIONNELLE‬‬
‫; ‪AN: 1945112‬‬ ‫;‪.‬‬
‫‪Account: ns063387‬‬
‫‪. All rights reserved. May not be reproduced in any form without permission from the publisher, except fair uses permitted under U.S. or applicable‬‬

‫ﻭﻴﻌﻜﺱ ﺫﻝﻙ ﺃﻫﻤﻴﺔ ﻜل ﻤﻥ ﺍﻝﺠﻤﻬﻭﺭ ﻭﺍﻝﻤﻌﻠﻨﻴﻥ ﻤﻌﹰﺎ ﻝﻭﺴـﺎﺌل ﺍﻹﻋـﻼﻡ‪،‬‬

‫ﻭﺒﺎﻝﺘﺎﻝﻲ ﺍﻝﻌﻤل ﻋﻠﻰ ﻤﺤﺎﻭﻝﺔ ﺍﺭﻀﺎﺀ ﺍﻝﻁﺭﻓﻴﻥ ﻝﺘﻀﻤﻥ ﺘﻠﻙ ﺍﻝﻭﺴـﺎﺌل ﻤﺼـﺩﺭﹰﺍ‬
‫ﻤﻬﻤﹰﺎ ﻝﻠﺩﺨل‪ ،‬ﻭﺠﻤﻬﻭ ‪‬ﺭ ﻋﺭﻴﻀﹰﺎ ﻴﺠﺫﺏ ﻝﻬـﺎ ﺍﻝﻤﻌﻠﻨـﻴﻥ‪ ،‬ﻭﻻﻥ ﻫـﺫﺍ ﺍﻷﺨﻴـﺭ‬
‫"ﺍﻝﺠﻤﻬﻭﺭ" ﻴﻔﻀل ﺇﻋﻼﻨﺎﺕ ﺘﺘﻀﻤﻥ ﻤﻌﻠﻭﻤﺎﺕ ﻭﻝﻴﺱ ﻤﺠﺭﺩ ﺇﻋﻼﻨﺎﺕ ﺍﻴﺤﺎﺌﻴـﺔ‬
‫ﻓﺈﻨﻪ ﺴﻭﻑ ﻴﻘﺒل ﺃﻜﺜﺭ ﻋﻠﻰ ﺍﻝﻭﺴﺎﺌل ﺍﻝﺘﻲ ﺘﻘﺩﻡ ﻝﻪ ﺇﻋﻼﻨـﺎﺕ ﺘﺤﻤـل ﻤﻀـﻤﻭﻨﹰﺎ‬
‫ﻤﻌﻠﻭﻤﺎﺘﻴﺎﹰ‪ ،‬ﻤﻤﺎ ﻴﻌﻨﻲ ﺯﻴﺎﺩﺓ ﺍﻨﺘﺸﺎﺭ ﻫﺫﻩ ﺍﻝﻭﺴﺎﺌل ﺒﻴﻥ ﺍﻝﺠﻤﻬﻭﺭ‪ ،‬ﻭﺒﺎﻝﺘﺎﻝﻲ ﺍﺭﺘﻔﺎﻉ‬
‫ﻨﺴﺒﺔ ﺍﻻﻗﺒﺎل ﻋﻠﻴﻬﺎ ﻤﻥ ﻗﺒل ﺍﻝﻤﻌﻠﻨﻴﻥ‪ ،‬ﻭﺫﻝﻙ ﺒﻔﻀل ﺤﺠـﻡ ﺍﻝﻤﻌﻠﻭﻤـﺎﺕ ﺍﻝﺘـﻲ‬
‫ﺘﺘﻀﻤﻨﻬﺎ ﺍﻹﻋﻼﻨﺎﺕ ﺍﻝﺘﻲ ﺘﻨﺸﺭﻫﺎ‪.‬‬
‫ﻭﻫﻜﺫﺍ ﻓﺈﻥ ﺇﻋﻼﻨﺎﺕ ﺍﻝﻤﻌﻠﻭﻤﺎﺕ ﺘﺠﻌل ﻤﻥ ﻭﺴﺎﺌل ﺍﻹﻋﻼﻡ ﺃﻜﺜﺭ ﺸـﻌﺒﻴﺔ‬
‫ﻭﺍﻨﺘﺸﺎﺭﺍﹰ‪ ،‬ﺍﻷﻤﺭ ﺍﻝﺫﻱ ﻴﺠﺫﺏ ﺍﻝﻴﻬﺎ ﺍﻝﻤﺯﻴﺩ ﻤﻥ ﺍﻝﻤﻌﻠﻨﻴﻥ‪ ،‬ﻭﺒﺎﻝﺘﺎﻝﻲ ﺍﻝﻤﺯﻴـﺩ ﻤـﻥ‬
‫ﺍﻻﺭﺒﺎﺡ‪.‬‬

‫‪ ٢‬ـ ﺘﻐﻴﻴﺭ ﺍﻻﺘﺠﺎﻩ‪:‬‬

‫ﺍﻝﻤﻘﺼﻭﺩ ﺒﺘﻐﻴﻴﺭ ﺍﻻﺘﺠﺎﻩ ﻫﻭ ﺍﻥ ﺍﻹﻋﻼﻥ ﻴﺴﻌﻰ ﺇﻝﻰ ﺘﻐﻴﻴﺭ ﺍﺘﺠﺎﻩ ﺍﻝﺠﻤﻬﻭﺭ‬
‫ﻭﺭﻏﺒﺎﺘﻪ ﻭﺃﺭﺍﺌﻪ‪ ،‬ﻤﻥ ﺨﻼل ﺍﻝﺘﺭﻜﻴﺯ ﻋﻠﻰ ﺃﺒﺭﺍﺯ ﺍﻝﻨﺘﺎﺌﺞ ﻭﺍﻝﻤﺯﺍﻴﺎ ﺍﻝﻤﺘﺭﺘﺒﺔ ﻋﻠﻰ‬
‫ﺫﻝﻙ ﺍﻝﺘﻐﻴﻴﺭ ﺘﺠﺎﻩ ﻤﺎ ﻫﻭ ﻤﻌﻠﻥ ﻋﻨﻪ‪ ،‬ﻤﻊ ﺍﻝﺘﺄﻜﻴﺩ ﻋﻠﻰ ﺴﻼﻤﺔ ﻗﺭﺍﺭﻩ ﺒﻘﺒﻭل ﺍﻝﻔﻜﺭﺓ‬
‫ﺃﻭ ﺍﻻﺘﺠﺎﻩ ﺍﻝﺠﺩﻴﺩ)‪.(١٤‬‬
‫ﻭﺒﺈﻤﻜﺎﻥ ﺍﻹﻋﻼﻥ ﺇﺫﺍ ﺍﺤﺴﻥ ﺘﺼﻤﻴﻤﻪ ﻭﺍﺴﺘﺨﺩﺍﻤﻪ ﺍﻥ ﻴﺅﺩﻱ ﺇﻝـﻰ ﺘﻐﻴﻴـﺭ‬
‫ﺍﺴﺎﺴﻲ ﻓﻲ ﺭﻏﺒﺎﺕ ﺍﻝﻤﺴﺘﻬﻠﻙ ﻭﺍﺘﺠﺎﻫﺎﺘﻪ ﻭﻋﺎﺩﺍﺘﻪ ﺍﻻﺴﺘﻬﻼﻜﻴﺔ‪ ،‬ﺇﺫﺍ ﻤﺎ ﺘﺄﺴـﺱ‬
‫ﺫﻝﻙ ﻋﻠﻰ ﺩﺭﺍﺴﺔ ﺠﺎﺩﺓ ﻝﻤﺤﺩﺩﺍﺕ ﺍﻝﺴﻠﻭﻙ ﺍﻻﺴـﺘﻬﻼﻜﻲ‪ ،‬ﻭﺍﻝﻌﻤﻠﻴـﺎﺕ ﺍﻝﻔﻜﺭﻴـﺔ‬
‫ﻭﺍﻝﺫﻫﻨﻴﺔ ﺍﻝﺘﻲ ﻴﻨﻁﻭﻱ ﻋﻠﻴﻬﺎ ﺍﺘﺨﺎﺫ ﻗﺭﺍﺭﺍ ﺒﺈﺴﺘﻬﻼﻙ ﺴﻠﻌﺔ ﺃﻭ ﻤﺎﺭﻜﺔ ﻤﻌﻴﻨﺔ‪ ،‬ﻭﻤﻊ‬
‫‪Copyright © 2017.‬‬
‫‪copyright law.‬‬

‫‪-٢٠٣-‬‬

‫‪EBSCO Publishing : eBook Arabic Collection Trial - printed on 4/4/2020 5:48 PM via MINISTÈRE DE L''EDUCATION‬‬
‫‪NATIONALE, DE LA FORMATION PROFESSIONNELLE‬‬
‫; ‪AN: 1945112‬‬ ‫;‪.‬‬
‫‪Account: ns063387‬‬
‫‪. All rights reserved. May not be reproduced in any form without permission from the publisher, except fair uses permitted under U.S. or applicable‬‬

‫ﺍﻻﺨﺫ ﻓﻲ ﺍﻻﻋﺘﺒﺎﺭ ﺍﻝﻌﻭﺍﻤل ﺍﻻﺠﺘﻤﺎﻋﻴﺔ ﻭﺍﻝﺜﻘﺎﻓﻴﺔ ﺍﻝﻌﺎﻤﺔ ﺍﻝﺘﻲ ﺘﺅﺜﺭ ﻋﻠﻰ ﺍﻝﺴﻠﻭﻙ‬
‫ﺍﻻﺴﺘﻬﻼﻜﻲ)‪.(١٥‬‬
‫ﺇﻻ ﺃﻨﻪ ﺜﻤﺔ ﻤﺠﻤﻭﻋﺔ ﻤﻥ ﺍﻻﻋﺘﺒﺎﺭﺍﺕ ﺍﻝﺘﻲ ﻴﺠﺏ ﺍﻻﻨﺘﺒﺎﻩ ﺍﻝﻴﻬـﺎ ﻭﻨﺤـﻥ‬
‫ﻨﻨﺎﻗﺵ ﺍﺴﻠﻭﺏ ﺘﻐﻴﻴﺭ ﺍﻻﺘﺠﺎﻩ ﻝﻠﻤﺘﻠﻘﻲ ﻤﻥ ﺨﻼل ﺍﻹﻋـﻼﻥ‪ ،‬ﻓـﺎﻷﻤﺭ ﻻ ﻴﺘﻌﻠـﻕ‬
‫ﺒﺩﺭﺍﺴﺔ ﺍﻜﺎﺩﻴﻤﻴﺔ ﺘﺤﺩﺩ ﻤﺴﺘﻭﻴﺎﺕ ﺃﻭ ﺃﺴﺎﻝﻴﺏ ﺘﺄﺜﻴﺭ ﺍﻹﻋﻼﻥ ﻤﻥ ﺨﻼل ﺘﺼـﻨﻴﻑ‬
‫ﺘﻠﻙ ﺍﻻﺴﺎﻝﻴﺏ ﺍﻝﻤﺴﺘﺨﺩﻤﺔ ﻓﻲ ﻜل ﺇﻋﻼﻥ‪ ،‬ﻭﺘﻔﺭﻴﻐﻬﺎ ﻓﻲ ﺠﺩﺍﻭل ﺒﻴﺎﻨﻴـﺔ‪ ،‬ﻝﻜﻨـﻪ‬
‫ﻴﺘﺼل ﺒﺎﻝﺩﺭﺠﺔ ﺍﻻﻭﻝﻰ ﺒﻤﺩﻯ ﻗﺩﺭﺓ ﺍﻹﻋﻼﻥ ﻭﺍﻗﻌﻴﹰﺎ ﻋﻠﻰ ﺘﻐﻴﻴﺭ ﺍﺘﺠﺎﻩ ﺍﻝﻤﺘﻠﻘـﻲ‪،‬‬
‫ﻓﺎﻝﺴﺅﺍل ﻫﻨﺎ‪ :‬ﻫل ﻜل ﺇﻋﻼﻥ ﻴﺭﻜﺯ ﻋﻠﻰ ﺍﻝﻨﺘﺎﺌﺞ ﻭﺍﻝﻤﺯﺍﻴﺎ ﺍﻝﻤﺘﺭﺘﺒﺔ ﻋﻠﻰ ﺍﺴﺘﺨﺩﺍﻡ‬
‫ﺴﻠﻌﺔ ﻤﺎ ﻝﻠﻤﺴﺘﻬﻠﻙ ﺴﻭﻑ ﻴﻨﺘﺞ ﻋﻨﻪ ﺒﺸﻜل ﺴﺭﻴﻊ ﻭﺘﻠﻘﺎﺌﻰ ﺘﻐﻴﻴﺭﹰﺍ ﻓـﻲ ﺴـﻠﻭﻙ‬
‫ﺍﻝﻤﺴﺘﻬﻠﻙ؟‪ ،‬ﻭﺒﺎﻝﺘﺎﻝﻲ ﺍﻗﺘﻨﺎﺌﻪ ﻝﺘﻠﻙ ﺍﻝﺴﻠﻌﺔ ﺩﻭﻥ ﻏﻴﺭﻫﺎ ﻤﻥ ﺍﻝﺴﻠﻊ‪.‬‬
‫ﺃﻥ ﺍﻷﻤﺭ ﻫﻨﺎ ﻴﺘﻌﻠﻕ ﺒﻌﺩﺩ ﻤﻥ ﺍﻝﻤﻌﻁﻴﺎﺕ ﺍﻷﺨﺭﻯ ﺍﻝﻤﺤﻴﻁﺔ ﺍﻝﺘﻲ ﻤﻥ ﺸﺄﻨﻬﺎ‬
‫ﺃﻥ ﺘﻌﻴﻕ ﺃﻭ ﺘﺤﺩﺙ ﺍﻝﺘﺄﺜﻴﺭ ﺍﻝﻤﻁﻠﻭﺏ‪ ،‬ﻓﺎﻝﻔﺭﺩ ﺍﻝﻤﺘﻠﻘﻲ ﻝـﻴﺱ ﺫﺭﺓ ﻤﺘﻨـﺎﺜﺭﺓ ﻓـﻲ‬
‫ﺍﻝﻬﻭﺍﺀ ﻻ ﻋﻼﻗﺔ ﺃﻭ ﺍﺘﺼﺎل ﻝﻬﺎ ﺒﺒﻘﻴﺔ ﺍﻝﺫﺭﺍﺕ‪ ،‬ﺒل ﺃﻨﻪ ﻜﺎﺌﻥ ﺒﺸﺭﻱ ﻴﻨﺘﻤﻲ ﺇﻝـﻰ‬
‫ﺠﻤﺎﻋﺔ ﺒﺸﺭﻴﺔ ﻝﻬﺎ ﺍﻨﺴﺎﻗﻬﺎ ﻭﻗﻴﻤﻬﺎ ﻭﻤﻌﺎﻴﻴﺭﻫﺎ ﺍﻻﺠﺘﻤﺎﻋﻴﺔ‪ ،‬ﻭﺍﻝﺜﻘﺎﻓﻴﺔ ﻭﺍﻝﺘﺭﺒﻭﻴﺔ‪،‬‬
‫ﺍﻝﺘﻲ ﺘﻀﻊ ﻤﺠﺘﻤﻌﺔ ﻤﺠﻤﻭﻋﺔ ﻤﻥ ﺍﻝﻤﺤﺩﺩﺍﺕ ﺍﻝﺴﻠﻭﻜﻴﺔ ﻝﻠﻔﺭﺩ ﺒﺎﻋﺘﺒﺎﺭﻩ ﻋﻀﻭﹰﺍ ﻓﻲ‬
‫ﺠﻤﺎﻋﺔ ﻤﺎ‪.‬‬
‫ﻤﻥ ﻨﺎﺤﻴﺔ ﺃﺨﺭﻯ ﻓﺈﻥ ﻝﻠﻨﻔﺱ ﺍﻝﺒﺸﺭﻴﺔ ﺍﻫﻭﺍﺌﻬﺎ ﻭﻨﺯﻋﺎﺘﻬﺎ ﺍﻝﺘـﻲ ﻴﺼـﻌﺏ‬
‫ﻀﺒﻁﻬﺎ ﻭﺘﻭﺠﻴﻬﻬﺎ‪ ،‬ﻜﻤﺎ ﺃﻥ ﺍﻝﺴﻠﻭﻙ ﺍﻝﺒﺸﺭﻱ ﺘﺘﺤﻜﻡ ﻓﻴﻪ ﻤﺠﻤﻭﻋﺔ ﻤﻥ ﺍﻝـﺩﻭﺍﻓﻊ‬
‫ﺍﻝﺸﻌﻭﺭﻴﺔ ﻭﺍﻝﻼﺸﻌﻭﺭﻴﺔ‪ ،‬ﺤﻴﺙ ﺘﺘﻤﺜل ﺍﻝﺩﻭﺍﻓﻊ ﺍﻝﺸﻌﻭﺭﻴﺔ ﻓﻲ ﺍﻝﺨﺒﺭﺍﺕ ﻭﺍﻝﻤﺸﺎﻋﺭ‬
‫ﻭﺍﻝﻤﻴﻭل ﺍﻝﺘﻲ ﻴﻔﻁﻥ ﺍﻝﻔﺭﺩ ﺇﻝﻰ ﻭﺠﻭﺩﻫﺎ‪ ،‬ﻭﻴﺩﺭﻙ ﻤﻌﻨﺎﻫـﺎ ﻭﻤﻐﺯﺍﻫـﺎ‪ ،‬ﻜـﺩﺍﻓﻊ‬
‫ﺍﻝﺠﻭﻉ‪ ،‬ﺃﻭ ﻜﺭﻏﺒﺘﻪ ﺍﻷﻜﻴﺩﺓ ﺍﻝﺼﺭﻴﺤﺔ ﻓـﻲ ﺍﺤـﺭﺍﺯ ﺍﻝﻨﺠـﺎﺡ‪ ،‬ﺃﻤـﺎ ﺍﻝـﺩﻭﺍﻓﻊ‬
‫ﺍﻝﻼﺸﻌﻭﺭﻴﺔ ﻓﺘﺘﻜﻭﻥ ﻓﻲ ﺍﻝﻔﺭﺩ ﻤﻨﺫ ﻋﻬﺩ ﺍﻝﻁﻔﻭﻝﺔ ﺃﻭ ﺘﺘﻜﻭﻥ ﻓﻲ ﻤﺭﺤﻠﺔ ﺍﻝﺭﺸـﺩ‪،‬‬
‫ﻓﺎﻝﻁﻔل ﻴﻘﻊ ﺘﺤﺕ ﻀﻐﻁ ﻭﺍﻝﺩﻴﻪ‪ ،‬ﻭﻀﻐﻁ ﺍﻝﻤﺠﺘﻤﻊ ﺍﻝﺫﻱ ﻴﻀﻊ ﻤﻥ ﺍﻝﻘﻴـﻭﺩ ﻤـﺎ‬
‫‪Copyright © 2017.‬‬
‫‪copyright law.‬‬

‫‪-٢٠٤-‬‬

‫‪EBSCO Publishing : eBook Arabic Collection Trial - printed on 4/4/2020 5:48 PM via MINISTÈRE DE L''EDUCATION‬‬
‫‪NATIONALE, DE LA FORMATION PROFESSIONNELLE‬‬
‫; ‪AN: 1945112‬‬ ‫;‪.‬‬
‫‪Account: ns063387‬‬
‫‪. All rights reserved. May not be reproduced in any form without permission from the publisher, except fair uses permitted under U.S. or applicable‬‬

‫ﻴﺤﻭل ﺒﻴﻥ ﺍﻝﻁﻔل ﻭﺘﺤﻘﻴﻕ ﺭﻏﺒﺎﺘﻪ‪ ..‬ﺍﺯﺍﺀ ﺫﻝﻙ ﻴﺴﺘﺸﻌﺭ ﺼﺭﺍﻋﹰﺎ ﻗﻭﻴﹰﺎ ﻻ ﺨﻼﺹ‬
‫ﻤﻨﻪ ﺇﻻ ﻋﻥ ﻁﺭﻴﻕ ﻜﺒﺕ ﺩﻭﺍﻓﻌﻪ ﻏﻴﺭ ﺍﻝﻤﺭﻏﻭﺏ ﻓﻴﻬﺎ ﻭﻨﺴﻴﺎﻨﻬﺎ ﺤﺘﻰ ﻻ ﻴﺴﺒﺏ ﻝﻪ‬
‫ﺘﺫﻜﺭﻫﺎ ﺍﻝﺸﻌﻭﺭ ﺒﺎﻝﺘﻭﺘﺭ ﻭﺍﻷﻝﻡ ﻭﺍﻻﺤﺒﺎﻁ)‪.(١٦‬‬
‫ﻭﻝﺫﻝﻙ ﻓﺈﻥ ﺍﻝﺴﻠﻭﻙ ﺍﻻﻨﺴﺎﻨﻲ ﻅﺎﻫﺭﺓ ﻤﻌﻘﺩﺓ‪ ،‬ﻏﺎﻴﺔ ﻓﻲ ﺍﻝﺘﻌﻘﻴـﺩ‪ ،‬ﻭﻜـﺫﻝﻙ‬
‫ﺍﻝﺩﻭﺍﻓﻊ ﺍﻝﺘﻲ ﺘﻜﻤﻥ ﻭﺭﺍﺀ ﻫﺫﺍ ﺍﻝﺴﻠﻭﻙ ﻝﻴﺴﺕ ﺒﺴﻴﻁﺔ ﻜﻤﺎ ﻴﺘﻭﻗﻊ ﺍﻝﺒﻌﺽ‪ ،‬ﻭﻜﻠﻤـﺎ‬
‫ﺘﻘﺩﻡ ﺍﻻﻨﺴﺎﻥ ﻓﻲ ﺍﻝﻌﻤﺭ ﻤﻥ ﺍﻝﻁﻔﻭﻝﺔ ﺇﻝﻰ ﺍﻝﻤﺭﺍﻫﻘﺔ ﺇﻝﻰ ﺍﻝﺭﺸﺩ‪ ،‬ﻜﻠﻤﺎ ﺯﺍﺩ ﺘﻌﻘﻴـﺩ‬
‫ﺴﻠﻭﻜﻪ ﻭﺩﻭﺍﻓﻌﻪ‪ ..‬ﻭﻴﻌﺘﻤﺩ ﺍﻝﺴﻠﻭﻙ ﻋﻠﻰ ﻋﺩﺓ ﻋﻭﺍﻤل ﻤﻨﻬﺎ ﺩﺭﺠﺔ ﻨﻀﺞ ﺍﻝﻔـﺭﺩ‪،‬‬
‫ﻭﺤﺎﻝﺘﻪ ﺍﻝﻔﺴﻴﻭﻝﻭﺠﻴﺔ ﻭﺨﺒﺭﺍﺘﻪ ﺍﻝﺴﺎﺒﻘﺔ ﻭﻤﻴﻭﻝﻪ ﻭﺍﺘﺠﺎﻫﺎﺘﻪ)‪.(١٧‬‬
‫ﻴﺅﻜﺩ ﻜل ﻤﺎ ﺘﻘﺩﻡ ﺃﻥ ﻋﻤﻠﻴﺔ ﺘﻐﻴﻴﺭ ﺍﺘﺠﺎﻩ ﺍﻝﻤﺘﻠﻘﻲ ﻝﻠﺭﺴﺎﻝﺔ ﺍﻹﻋﻼﻨﻴﺔ ﺘﺘﻁﻠﺏ‬
‫ﺘﻜﺘﻴﻜﹰﺎ ﻋﺎﻝﻴﹰﺎ ﻴﺴﺘﻭﻋﺏ ﻜل ﺍﻝﻤﺘﻐﻴﺭﺍﺕ ﺍﻝﻤﺘﻌﻠﻘﺔ ﺒﺎﻝﺴـﻠﻭﻙ ﺍﻝﺒﺸـﺭﻱ‪ ،‬ﻭﺍﻝـﻨﻔﺱ‬
‫ﺍﻝﺒﺸﺭﻴﺔ‪ ،‬ﻭﺒﺎﻝﺘﺎﻝﻲ ﺍﻋﺩﺍﺩ ﺍﻝﻨﺹ ﺍﻹﻋﻼﻨﻲ ﻤﻥ ﻗﺒل ﻤﺘﺨﺼﺼﻴﻥ ﻭﺨﺒﺭﺍﺀ ﻴﺠﻤﻌﻭﻥ‬
‫ﺒﻴﻥ ﻋﻠﻭﻡ ﺍﻹﻋﻼﻡ ﻭﺍﻝﻨﻔﺱ ﻭﺍﻝﺘﺭﺒﻴﺔ ﻭﺍﻻﺠﺘﻤﺎﻉ‪.‬‬
‫ﻭﻝﻜﻲ ﺘﻠﻘﻰ ﺍﻝﺭﺴﺎﻝﺔ ﺍﻹﻋﻼﻨﻴﺔ ﺍﻝﺘﻲ ﺘﺴﺘﺨﺩﻡ ﺃﺴﻠﻭﺏ ﺃﻭ ﻤﺴـﺘﻭﻯ ﺘﻐﻴﻴـﺭ‬
‫ﺍﻻﺘﺠﺎﻩ ﻗﺒﻭﻻ ﻻﺒﺩ ﺃﻥ ﻴﻀﻊ ﺍﻝﻤﻌﻠﻥ ﻓﻲ ﺍﻋﺘﺒﺎﺭﻩ ﻤﺎ ﻴﻠﻲ‪:‬‬
‫‪ ١‬ـ ﺃﻥ ﺘﻜﻭﻥ ﺍﻝﻨﺘﺎﺌﺞ ﻭﺍﻝﻭﻋﻭﺩ ﺍﻝﺘﻲ ﻴﻌﺩ ﺒﻬﺎ ﺍﻝﻤﻌﻠﻥ ﻏﺎﻴﺔ ﻓﻲ ﺍﻝﻭﻀﻭﺡ‪،‬‬
‫ﻭﺒﺎﻻﻤﻜﺎﻥ ﺘﺠﺭﺒﺘﻬﺎ‪ ،‬ﻭﺍﻝﺘﺄﻜﺩ ﻤﻨﻬﺎ ﺒﺴﻬﻭﻝﺔ ﻤﻥ ﺠﺎﻨﺏ ﺍﻝﻤﺴﺘﻬﻠﻙ‪.‬‬
‫‪ ٢‬ـ ﺃﻥ ﺘﻜﻭﻥ ﺍﻝﻨﺘﺎﺌﺞ ﺍﻝﺘﻲ ﻴﺭﻜﺯ ﻋﻠﻴﻬﺎ ﺍﻝﻤﻌﻠﻥ ﻓﻲ ﺭﺴـﺎﻝﺘﻪ ﺍﻹﻋﻼﻨﻴـﺔ‬
‫ﻭﺍﻗﻌﻴﺔ‪ ،‬ﻭﻗﺎﺒﻠﺔ ﻝﻠﺘﺼﺩﻴﻕ‪ ،‬ﺒﻤﻌﻨﻰ ﺍﻻ ﻴﺠﻨﺢ ﺍﻝﻤﻌﻠﻥ ﻨﺤﻭ ﺍﻝﻤﺒﺎﻝﻐﺔ ﻓـﻲ ﺍﻝﻨﺘـﺎﺌﺞ‬
‫ﺍﻻﻴﺠﺎﺒﻴﺔ ﺍﻝﻤﺘﺭﺘﺒﺔ ﻋﻠﻰ ﺍﺴﺘﺨﺩﺍﻡ ﺍﻝﻤﻨﺘﺞ ﻤﻭﻀﻭﻉ ﺍﻹﻋﻼﻥ‪ ،‬ﺍﺫ ﻗﺩ ﻴﺠﻌل ﺫﻝـﻙ‬
‫ﺍﻝﻤﺘﻠﻘﻲ ﻴﺸﻙ ﻓﻲ ﻤﺼﺩﺍﻗﻴﺔ ﺍﻹﻋﻼﻥ‪.‬‬
‫‪ ٣‬ـ ﻻﺒﺩ ﻤﻥ ﺍﺸﺎﻋﺔ ﺤﺎﻝﺔ ﻤﻥ ﺍﻝﺭﻀﺎ ﺍﻝﻨﻔﺴﻲ ﻝﺩﻯ ﺍﻝﻤﺘﻠﻘﻲ‪ ،‬ﻝﻴﻘﺒل ﻋﻠـﻰ‬
‫ﺍﻝﺴﻠﻌﺔ ﺃﻭ ﺍﻝﺨﺩﻤﺔ ﺍﻝﻤﻌﻠﻥ ﻋﻨﻬﺎ‪ ،‬ﻭﻴﺘﻡ ﺫﻝﻙ ﻤﻥ ﺨﻼل ﺘﻭﻓﻴﺭ ﻤﻨﺎﺨﹰﺎ ﻋﺎﻤﹰﺎ ﻴﺸـﻌﺭ‬
‫‪Copyright © 2017.‬‬
‫‪copyright law.‬‬

‫‪-٢٠٥-‬‬

‫‪EBSCO Publishing : eBook Arabic Collection Trial - printed on 4/4/2020 5:48 PM via MINISTÈRE DE L''EDUCATION‬‬
‫‪NATIONALE, DE LA FORMATION PROFESSIONNELLE‬‬
‫; ‪AN: 1945112‬‬ ‫;‪.‬‬
‫‪Account: ns063387‬‬
‫‪. All rights reserved. May not be reproduced in any form without permission from the publisher, except fair uses permitted under U.S. or applicable‬‬

‫ﺍﻝﻤﺴﺘﻬﻠﻙ ﺒﺴﻼﻤﺔ ﻗﺭﺍﺭﻩ ﺒﺘﻐﻴﻴﺭ ﺍﺘﺠﺎﻫﻪ ﻨﺤﻭ ﺍﻝﺴﻠﻌﺔ ﺃﻭ ﺍﻝﺨﺩﻤﺔ ﺍﻝﺘﻲ ﺘﺘﻀـﻤﻨﻬﺎ‬
‫ﺍﻝﺭﺴﺎﻝﺔ ﺍﻹﻋﻼﻨﻴﺔ‪.‬‬
‫‪ ٤‬ـ ﻨﻘل ﺘﺠﺎﺭﺏ ﻭﺨﺒﺭﺍﺕ ﻭﺸﻬﺎﺩﺍﺕ ﺍﻻﺸﺨﺎﺹ ﺍﻝﺫﻴﻥ ﻴﺜﻕ ﻓﻴﻬﻡ ﺍﻝﻤﺘﻠﻘﻲ‬
‫ﻭﻴﺤﺒﻬﻡ‪ ،‬ﺤﻴﺙ ﻤﻥ ﺍﻝﻤﺘﻭﻗﻊ ﺃﻥ ﻴﺅﺜﺭ ﻫﻭﻻﺀ ﻋﻠﻰ ﻤﻭﺍﻗﻑ ﻭﻗﺭﺍﺭﺍﺕ ﺍﻝﻤﺴﺘﻬﻠﻙ‪.‬‬
‫‪ ٥‬ـ ﻀﺭﻭﺭ ﺘﻜﺭﺍﺭ ﺍﻝﺭﺴﺎﻝﺔ ﺍﻹﻋﻼﻨﻴﺔ ﺒﻭﺴﺎﺌل ﻤﺘﻌﺩﺩﺓ‪ ،‬ﻭﻤﺭﺍﻗﺒﺔ ﺴﻠﻭﻙ‬
‫ﺍﻝﻤﺴﺘﻬﻠﻜﻴﻥ ﻤﻊ ﻜل ﺤﻤﻠﺔ ﺇﻋﻼﻨﻴﺔ ﺘﻬﺩﻑ ﺇﻝﻰ ﺘﻐﻴﻴﺭ ﺍﺘﺠﺎﻫﻬﻡ ﻝﻤﺘﺎﺒﻌﺔ ﻜـل ﻤـﺎ‬
‫ﻴﻁﺭﺃ ﻋﻠﻴﻬﻡ ﻤﻥ ﺘﻐﻴﻴﺭ‪ ،‬ﻭﻤﻥ ﺜﻤﺔ ﺍﺩﺨﺎل ﺍﻝﺘﻌﺩﻴﻼﺕ ﻭﺍﻝﺘﺤﺴﻴﻨﺎﺕ ﺍﻝﻼﺯﻤﺔ‪ ،‬ﻭﻻﺒﺩ‬
‫ﻤﻥ ﺍﻝﺘﺄﻜﻴﺩ ﻫﻨﺎ ﺇﻝﻰ ﺍﻥ ﺍﻝﺩﺭﺍﺴﺎﺕ ﻭﺍﻝﺒﺤﻭﺙ ﺍﻝﻤﻴﺩﺍﻨﻴﺔ ﺍﻝﺘﻲ ﺘﺠﺭﻯ ﻋﻠﻰ ﺠﻤﻬﻭﺭ‬
‫ﺍﻝﻤﺴﺘﻬﻠﻜﻴﻥ ﻝﻤﻌﺭﻓﺔ ﺍﺘﺠﺎﻫﺎﺘﻬﻡ ﻭﺭﻏﺒﺎﺘﻬﻡ ﻭﻤﻴﻭﻝﻬﻡ ﻤﺴﺄﻝﺔ ﻤﻬﻤﺔ ﻭﺍﺴﺎﺴﻴﺔ ﻝﻀﻤﺎﻥ‬
‫ﻨﺠﺎﺡ ﺍﻝﺭﺴﺎﻝﺔ ﺍﻹﻋﻼﻨﻴﺔ‪.‬‬
‫‪ ٦‬ـ ﻤﻊ ﻜل ﻤﺎ ﺘﻘﺩﻡ ﻻﺒﺩ ﻤﻥ ﺍﻝﺘﺄﻜﻴﺩ ﻋﻠـﻰ ﺍﻥ ﻋﻤﻠﻴـﺔ ﺘﻐﻴﻴـﺭ ﺍﺘﺠـﺎﻩ‬
‫ﻭﺭﻏﺒﺎﺕ ﺍﻝﻤﺴﺘﻬﻠﻜﻴﻥ ﺃﻤﺭﹰﺍ ﻴﺘﻁﻠﺏ ﺠﻬﺩﹰﺍ ﻭﺨﺒﺭﺓ ﻭﺩﺭﺍﺴﺔ ﻭﻤﺘﺎﺒﻌـﺔ ﻤﺴـﺘﻤﺭﺓ‪،‬‬
‫ﻭﺍﺒﺘﻜﺎﺭﹰﺍ ﻴﺠﻤﻊ ﺒﻴﻥ ﻜل ﻋﻨﺎﺼﺭ ﺍﻝﺘﺄﺜﻴﺭ ﻓﻲ ﺍﻝﺭﺴﺎﻝﺔ ﺍﻹﻋﻼﻨﻴﺔ‪ ،‬ﻤـﻊ ﻤﺭﺍﻋـﺎﺓ‬
‫ﺍﻝﺤﺎﻝﺔ ﺍﻝﻨﻔﺴﻴﺔ ﻝﻠﻤﺘﻠﻘﻲ‪ ،‬ﻭﺍﻝﻅﺭﻭﻑ ﺍﻝﻤﺤﻴﻁﺔ ﺒﻪ‪ ،‬ﺍﻝﺘﻲ ﻗـﺩ ﺘﺠﻌـل ﺍﻝﻤﺴـﺘﻬﻠﻙ‬
‫ﻴﺭﻓﺽ ﺍﻝﺭﺴﺎﻝﺔ ﺍﻹﻋﻼﻨﻴﺔ ﻓﻘﻁ ﻝﻜﻭﻨﻬﺎ ﻗﺩ ﻻ ﺘﺘﻤﺎﺸﻰ ﻤﻊ ﺨﺒﺭﺍﺘـﻪ ﻭﺘﻔﻀـﻴﻼﺘﻪ‬
‫ﺍﻝﺴﺎﺒﻘﺔ‪.‬‬
‫ﻭﻋﻠﻰ ﻫﺫﺍ ﻴﻤﻜﻥ ﺘﺼﻭﺭ ﻋﻤﻠﻴﺔ ﺃﺘﺨﺎﺫ ﻗـﺭﺍﺭ ﺒﺘﻐﻴﻴـﺭ ﻤﺎﺭﻜـﺔ ﺍﻝﺴـﻠﻌﺔ‬
‫)‪(١٨‬‬
‫ﺍﻝﻤﺴﺘﺨﺩﻤﺔ ﻜﺎﻵﺘﻲ‪:‬‬
‫‪ ١‬ـ ﺍﻝﻤﺴﺘﻬﻠﻙ ﻝﺩﻴﻪ ﺍﻝﺭﻏﺒﺔ ﻝﺘﻐﻴﻴﺭ ﺍﻝﻤﺎﺭﻜﺔ ﺍﻝﺘﻲ ﻴﺴﺘﻌﻤﻠﻬﺎ ﺤﺎﻝﻴﺎﹰ‪ ،‬ﻭﻗﺭﺍﺭ‬
‫ﺍﻝﺘﻐﻴﻴﺭ ﻴﺘﻭﻗﻑ ﻋﻠﻰ ﻫﺫﻩ ﺍﻝﺭﻏﺒﺔ‪.‬‬
‫‪ ٢‬ـ ﺍﻥ ﺍﻝﺭﻏﺒﺔ ﻓﻲ ﺘﻐﻴﻴﺭ ﺍﻝﻤﺎﺭﻜﺔ ﺍﻝﺤﺎﻝﻴﺔ ﻤﺘﻭﻗﻑ ﻋﻠﻰ ﺩﺭﺠﺔ ﺍﻝﺭﻀـﺎ‬
‫ﻼ‪.‬‬
‫ﻋﻥ ﻫﺫﻩ ﺍﻝﻤﺎﺭﻜﺔ‪ ،‬ﺒﻌﺩ ﺍﺴﺘﺨﺩﺍﻤﻬﺎ ﻓﻌ ﹰ‬
‫‪Copyright © 2017.‬‬
‫‪copyright law.‬‬

‫‪-٢٠٦-‬‬

‫‪EBSCO Publishing : eBook Arabic Collection Trial - printed on 4/4/2020 5:48 PM via MINISTÈRE DE L''EDUCATION‬‬
‫‪NATIONALE, DE LA FORMATION PROFESSIONNELLE‬‬
‫; ‪AN: 1945112‬‬ ‫;‪.‬‬
‫‪Account: ns063387‬‬
‫‪. All rights reserved. May not be reproduced in any form without permission from the publisher, except fair uses permitted under U.S. or applicable‬‬

‫‪ ٣‬ـ ﺍﻥ ﺩﺭﺠﺔ ﺭﻀﺎ ﺍﻝﻤﺴﺘﻬﻠﻙ ﻋﻥ ﺍﻝﻤﺎﺭﻜﺔ ﺍﻝﻤﺴﺘﺨﺩﻤﺔ ﺘﺘﺤﺩﺩ ﺒﻨﺎﺀ ﻋﻠﻰ‬

‫ﻤﺴﺘﻭﻯ ﺍﻝﺘﻁﻠﻌﺎﺕ ﺍﻝﺘﻲ ﻴﺼﺒﻭﺍ ﺍﻝﻴﻬﺎ‪ ،‬ﺃﻭ ﺘﻭﻗﻌﺎﺘﻪ ﻋﻥ ﻗﺩﺭﺓ ﺘﻠﻙ ﺍﻝﻤﺎﺭﻜﺔ ﻋﻠـﻰ‬
‫ﺍﺸﺒﻊ ﺤﺎﺠﺎﺘﻪ‪ ،‬ﻭﺒﺎﻝﺘﺎﻝﻲ ﻓﺈﻥ ﺩﺭﺠﺔ ﺍﻝﺭﻀﺎ ﻋﻥ ﺍﻝﻤﺎﺭﻜﺔ ﺍﻝﺤﺎﻝﻴﺔ ﺘﺤﺩﺩ ﻤﺩﻯ ﺍﻝﺠﻬﺩ‬
‫ﺍﻝﺫﻱ ﻴﺒﺫﻝﻪ ﺍﻝﻤﺴﺘﻬﻠﻙ ﻝﻠﻌﺜﻭﺭ ﻋﻠﻰ ﻤﺎﺭﻜﺔ ﺒﺩﻴﻠﺔ ﺃﺨﺫﹰﺍ ﻓﻲ ﺍﻻﻋﺘﺒﺎﺭ ﻤﻴﻠﻪ ﺍﻝﻁﺒﻴﻌﻲ‬
‫ﻝﻠﺒﺤﺙ‪.‬‬
‫‪ ٤‬ـ ﻴﺘﺤﺩﺩ ﻤﺴﺘﻭﻯ ﺘﻁﻠﻌﺎﺕ ﺍﻝﻤﺴﺘﻬﻠﻙ ﺒﻨﺎﺀﹰﺍ ﻋﻠـﻰ ﺨﺒـﺭﺓ ﺍﻝﻤﺴـﺘﻬﻠﻙ‬
‫ﺒﺎﻝﻤﺎﺭﻜﺔ ﺍﻝﺤﺎﻝﻴﺔ‪ ،‬ﻭﺍﻝﻤﺎﺭﻜﺎﺕ ﺍﻷﺨﺭﻯ ﺍﻝﺘﻲ ﺴﺒﻕ ﻝﻪ ﺍﺴﺘﺨﺩﺍﻤﻬﺎ‪ ،‬ﻜﺫﻝﻙ ﻴﺘﺤـﺩﺩ‬
‫ﻋﻠﻰ ﺃﺴﺎﺱ ﺘﻭﻗﻊ ﺍﻝﻤﺴﺘﻬﻠﻙ ﻝﻠﻤﻨﻔﻌﺔ ﺍﻝﺘﻲ ﺴﺘﻌﻭﺩ ﻋﻠﻴﻪ ﻤﻥ ﺘﻐﻴﻴﺭ ﺍﻝﻤﺎﺭﻜﺔ‪ ،‬ﻭﻤﺩﻯ‬
‫ﺍﺩﺭﺍﻜﻪ ﺒﻭﺠﻭﺩ ﻤﺎﺭﻜﺎﺕ ﺃﺨﺭﻯ‪.‬‬
‫‪ ٥‬ـ ﺘﺘﻭﻗﻑ ﻗﺩﺭﺓ ﺍﻝﻤﺴﺘﻬﻠﻙ ﻋﻠﻰ ﺍﺩﺭﺍﻙ ﺍﻝﻤﺎﺭﻜﺎﺕ ﺍﻷﺨﺭﻯ ﻋﻠﻰ ﻤـﺩﻯ‬
‫ﺍﻝﺠﻬﺩ ﺍﻝﺫﻱ ﻴﺒﺫﻝﻪ‪ ،‬ﻭﺒﻤﺩﻯ ﻭﻓﺭﺓ ﺍﻝﻤﺎﺭﻜﺎﺕ ﺍﻷﺨﺭﻯ‪.‬‬

‫‪ : ٣‬ﺍﻝﺘﻔﻀﻴل ﻭﺍﻝﻤﻨﺎﻓﺴﺔ‪:‬‬
‫ﺘﺴﻌﻰ ﺍﻝﺭﺴﺎﻝﺔ ﺍﻹﻋﻼﻨﻴﺔ ﺍﻝﺘﻲ ﺘﺴﺘﺨﺩﻡ ﺍﺴـﻠﻭﺏ ﺃﻭ ﻤﺴـﺘﻭﻯ ﺍﻝﺘﻔﻀـﻴل‬
‫ﻭﺍﻝﻤﻨﺎﻓﺴﺔ ﺇﻝﻰ ﺍﻝﺘﺄﺜﻴﺭ ﻓﻲ ﺍﻝﺠﻤﻬﻭﺭ ﺍﻝﻤﺴﺘﻬﻠﻙ ﻤﻥ ﺨﻼل ﺍﻝﺘﺭﻜﻴﺯ ﻋﻠﻰ ﺍﻝﻤﺯﺍﻴـﺎ‬
‫ﺍﻝﺘﻨﺎﻓﺴﻴﺔ ﻝﻠﺴﻠﻌﺔ ﺃﻭ ﺍﻝﺨﺩﻤﺔ ﺍﻝﻤﻌﻠﻥ ﻋﻨﻬﺎ‪ ،‬ﻭﺘﻘﺩﻴﻤﻬﺎ ﻋﻠﻰ ﺃﻨﻬـﺎ ﺍﻷﻓﻀـل ﻤـﻥ‬
‫ﻏﻴﺭﻫﺎ‪ ،‬ﻭﺒﺎﻝﺘﺎﻝﻲ ﺍﻝﻌﻤل ﻋﻠﻰ ﺃﻗﻨﺎﻉ ﺍﻝﺠﻤﻬﻭﺭ ﺒﺄﺨﺘﻴﺎﺭ ﻤﻨﺘﺞ ﻤﻌﻴﻥ ﺩﻭﻥ ﻏﻴﺭﻩ ﻤﻥ‬
‫ﺍﻝﻤﻨﺘﺠﺎﺕ ﺍﻝﻤﻨﺎﻓﺴﺔ)‪ ،(١٩‬ﻭﺒﺎﻝﺘﺎﻝﻲ ﺯﻴﺎﺩﺓ ﺭﻏﺒﺔ ﺍﻝﺸﺭﺍﺀ ﻝﺩﻴﻪ‪.‬‬
‫ﻭﺘﺭﻜﺯ ﺍﻝﺭﺴﺎﻝﺔ ﺍﻹﻋﻼﻨﻴﺔ ﺍﻝﺘﻲ ﺘﺴﺘﺨﺩﻡ ﻫﺫﺍ ﺍﻻﺴـﻠﻭﺏ‬
‫ﻋﻠﻰ ﺍﻵﺘﻲ‪:‬‬
‫ﺃ ـ ﺃﻥ ﺍﻝﺴﻠﻌﺔ ﺃﻭ ﺍﻝﺨﺩﻤﺔ ﺍﻝﻤﻌﻠﻥ ﻋﻨﻬﺎ ﺘﺘﺼﻑ ﺒﻤﺯﺍﻴـﺎ ﻭﺨﺼـﺎﺌﺹ ﻻ‬
‫ﺘﺘﻭﻓﺭ ﻓﻲ ﻏﻴﺭﻫﺎ ﻤﻥ ﺍﻝﺴﻠﻊ ﺍﻝﻤﺸﺎﺒﻬﺔ‪ ،‬ﺃﻭ ﺍﻝﻤﻤﺎﺜﻠﺔ ﻝﻬﺎ‪ ،‬ﻤﻤـﺎ ﻴﺠﻌﻠﻬـﺎ ﺘﺘﻔـﻭﻕ‬
‫‪Copyright © 2017.‬‬
‫‪copyright law.‬‬

‫‪-٢٠٧-‬‬

‫‪EBSCO Publishing : eBook Arabic Collection Trial - printed on 4/4/2020 5:48 PM via MINISTÈRE DE L''EDUCATION‬‬
‫‪NATIONALE, DE LA FORMATION PROFESSIONNELLE‬‬
‫; ‪AN: 1945112‬‬ ‫;‪.‬‬
‫‪Account: ns063387‬‬
‫‪. All rights reserved. May not be reproduced in any form without permission from the publisher, except fair uses permitted under U.S. or applicable‬‬

‫ﻋﻠﻴﻬﺎ‪ ،‬ﻓﻬﺫﻩ ﺍﻝﺨﺼﺎﺌﺹ ﺍﻝﺘﻨﺎﻓﺴﻴﺔ ﻜﺎﻝﺠﻭﺩﺓ ﻭﺍﻝﻤﺘﺎﻨﺔ ﻭﺍﻝﻌﺭﺍﻗﺔ ﻭﺍﻝﺨﺒﺭﺓ ﻭﺸﻬﺎﺩﺍﺕ‬

‫ﺍﻝﺜﻘﺔ ﺍﻝﻌﺎﻝﻤﻴﺔ ﻭﺍﻝﻁﻌﻡ ﺍﻷﺼﻴل ﻭﺍﻝﺩﻗﺔ ﻓﻲ ﺍﻝﺘﺼﻨﻴﻊ ﻭﺍﻻﺴﺘﺨﺩﺍﻡ ﺍﻻﺴﻬل ﻭﺍﻝﺸﻬﺭﺓ‬
‫ﺍﻝﻌﺎﻝﻤﻴﺔ‪ ...‬ﻭﻤﺎ ﺇﻝﻰ ﺫﻝﻙ ﻤﻥ ﺼﻔﺎﺕ ﻤﺸﺎﺒﻬﺔ ﻫﻲ ﺍﻝﺘﻲ ﺘﻜﻭﻥ ﻤﻭﻀـﻊ ﺘﺭﻜﻴـﺯ‬
‫ﻭﺍﻫﺘﻤﺎﻡ ﻤﻥ ﻗﺒل ﺍﻝﻤﻌﻠﻥ‪ ،‬ﻭﺫﻝﻙ ﻝﻐﺭﺽ ﺍﻻﻴﺤﺎﺀ ﻝﻠﻤﺘﻠﻘﻲ ﺒﺄﻨﻪ ﻴﺴﺘﺤﻕ ﻋﻥ ﺠﺩﺍﺭﺓ‬
‫ﺍﻥ ﻴﺴﺘﻬﻠﻙ ﺴﻠﻌﺔ ﺃﻭ ﻴﺘﻌﺎﻤل ﻤﻊ ﺨﺩﻤﺔ ﺒﻬﺎ ﻤﻥ ﺍﻝﻤﻭﺍﺼﻔﺎﺕ ﺍﻝﻌﺎﻝﻴﺔ ﻭﺍﻝﻘﻴﺎﺴﻴﺔ ﻤﺎ‬
‫ﻴﺠﻌﻠﻪ ﺘﺘﻔﻭﻕ ﻋﻥ ﻏﻴﺭﻫﺎ ﻤﻥ ﺍﻝﺴﻠﻊ ﻭﺍﻝﺨﺩﻤﺎﺕ ﺍﻝﻤﻤﺎﺜﻠﺔ ﻭﺍﻝﻤﺸﺎﺒﻬﺔ ﺍﻝﻤﺘﺎﺤﺔ ﻓـﻲ‬
‫ﺍﻝﺴﻭﻕ‪.‬‬
‫ﻭﻴﺤﺎﻭل ﺍﻝﻤﻌﻠﻥ ﻫﻨﺎ ﺍﻥ ﻴﺒﺭﺯ ﺨﺼﺎﺌﺹ ﺍﻝﺘﻤﻴﺯ ﻭﺍﻝﺘﻔﻭﻕ ﻭﺍﻻﺨﺘﻼﻑ ﻝﻴﺱ‬
‫ﻓﻘﻁ ﻓﻴﻤﺎ ﻫﻭ ﻤﻌﻠﻥ ﻋﻨﻪ ﻤﻥ ﺴﻠﻊ ﻭﺨﺩﻤﺎﺕ‪ ،‬ﺒل ﻝﺩﻯ ﺍﻝﻤﺴﺘﻬﻠﻙ ﺍﻴﻀﺎﹰ‪ ،‬ﻭﺫﻝﻙ ﻤﻥ‬
‫ﺨﻼل ﺩﻏﺩﻏﺔ ﻤﺠﻤﻭﻋﺔ ﻤﻥ ﺍﻝﺤﺎﺠﺎﺕ ﻓﻲ ﻨﻔﺴﻪ‪ ،‬ﻜﺎﻝﺤﺎﺠـﺔ ﺇﻝـﻰ ﺍﻝﺘﻔـﻭﻕ‪ ،‬ﺃﻭ‬
‫ﺍﻝﺘﻤﻴﺯ‪ ،‬ﺃﻭ ﺍﻝﻤﻜﺎﻨﺔ‪ ،‬ﺃﻭ ﺍﻝﺘﻔﺭﺩ‪ ،‬ﻭﻫﻲ ﻜﻠﻬﺎ ﺤﺎﺠﺎﺕ ﻨﻔﺴﻴﺔ ﺒﺎﻻﻤﻜﺎﻥ ﺍﺜﺎﺭﺘﻬﺎ ﻓـﻲ‬
‫ﻨﻔﺱ ﺍﻝﻤﺘﻠﻘﻲ ﻝﺨﻠﻕ ﻭﺘﺤﻔﻴﺯ ﺩﻭﺍﻓﻊ ﺍﻝﺸﺭﺍﺀ ﻝﺩﻴﻪ‪.‬‬
‫ﻭﻗﺩ ﻴﺴﺘﻁﻊ ﺍﻹﻋﻼﻥ ﺍﻥ ﻴﺘﻠﻤﺱ ﻁﺭﻴﻘﻪ ﺇﻝﻰ ﺍﻝﻨﺠﺎﺡ ﺇﺫﺍ ﺘﻤﻜﻥ ﻤﻥ ﺍﻗﻨـﺎﻉ‬
‫ﺍﻝﻤﺘﻠﻘﻲ ﺒﺄﻨﻪ ﺠﺩﻴﺭﺍ ﺒﻬﺫﻩ ﺍﻝﺴﻠﻌﺔ‪ ،‬ﻝﻜﻭﻨﻬﺎ ﻤﺘﻤﻴﺯﺓ ﻤﺜﻠﻪ‪ ،‬ﻓﺎﻹﻋﻼﻥ ﺍﻝﺫﻱ ﻴﻘﻭل "ﺍﻨﺕ‬
‫ﺘﺴﺘﺤﻕ ﻜل ﺫﻝﻙ"‪ ،‬ﺃﻭ "ﻫﺫﻩ ﺍﻝﺴﻠﻌﺔ ﻓﻘﻁ ﻝﻤﻥ ﻴﺴﺘﺤﻘﻬﺎ" ﺘﺨﻠﻕ ﻓﻲ ﻨﻔﺱ ﺍﻝﻤﺴﺘﻬﻠﻙ‬
‫ﺸﻌﻭﺭﹰﺍ ﺒﺎﻝﺘﻤﻴﺯ ﻭﺍﻝﺘﻔﻭﻕ‪ ،‬ﻭﺒﺎﻝﺘﺎﻝﻲ ﻓﺈﻥ ﻫﺫﻩ ﺍﻝﺴﻠﻌﺔ ﻗﺩ ﺼﻨﻌﺕ ﻝﻪ ﻭﻝﻠﻤﺘﻤﻴﺯﻴﻥ ﻤﻥ‬
‫ﺍﻤﺜﺎﻝﻪ‪.‬‬
‫ﺏ ـ ﺒﺎﻹﻀﺎﻓﺔ ﺇﻝﻰ ﺨﺎﺼﻴﺔ ﺍﻝﺘﻤﻴﺯ ﺍﻝﺘﻲ ﺘﺭﻜﺯ ﻋﻠﻴﻬﺎ ﺍﻝﺭﺴﺎﻝﺔ ﺍﻹﻋﻼﻨﻴـﺔ‬
‫ﺍﻝﺘﻲ ﺘﺴﺘﺨﺩﻡ ﺍﺴﻠﻭﺏ ﺃﻭ ﻤﺴﺘﻭﻯ ﺍﻝﺘﻔﻀﻴل ﻭﺍﻝﻤﻨﺎﻓﺴﺔ‪ ،‬ﻓﺈﻥ ﻫﺫﻩ ﺍﻝﺭﺴﺎﻝﺔ ﺍﻴﻀـﹰﺎ‬
‫ﺘﻘﺩﻡ ﺍﻝﺴﻠﻌﺔ ﺃﻭ ﺍﻝﺨﺩﻤﺔ ﺍﻝﻤﻌﻠﻥ ﻋﻨﻬﺎ ﻋﻠﻰ ﺃﻨﻬﺎ ﺍﻷﻓﻀل ﻓﻲ ﺍﻝﺴﻭﻕ‪.‬‬
‫ﻭﻝﻌل ﺍﺜﺎﺭﺓ ﻋﻨﺼﺭ ﺍﻝﺘﻤﻴﺯ ﻓﻲ ﺍﻝﺴﻠﻌﺔ ﺃﻭ ﺍﻝﺨﺩﻤﺔ ﻫﻭ ﺍﻝﺫﻱ ﻴﻘﻭﺩ ﻓﻴﻤﺎ ﺒﻌﺩ‬
‫ﺇﻝﻰ ﺘﻘﺩﻴﻤﻬﺎ ﻋﻠﻰ ﺃﻨﻬﺎ ﺍﻷﻓﻀل ﻤﻥ ﻏﻴﺭﻫﺎ ﻤﻥ ﺍﻝﺴﻠﻊ ﺍﻝﻤﺘﻭﻓﺭﺓ ﻓﻲ ﺍﻝﺴﻭﻕ‪.‬‬
‫‪Copyright © 2017.‬‬
‫‪copyright law.‬‬

‫‪-٢٠٨-‬‬

‫‪EBSCO Publishing : eBook Arabic Collection Trial - printed on 4/4/2020 5:48 PM via MINISTÈRE DE L''EDUCATION‬‬
‫‪NATIONALE, DE LA FORMATION PROFESSIONNELLE‬‬
‫; ‪AN: 1945112‬‬ ‫;‪.‬‬
‫‪Account: ns063387‬‬
‫‪. All rights reserved. May not be reproduced in any form without permission from the publisher, except fair uses permitted under U.S. or applicable‬‬

‫ﻭﺍﻝﺘﻔﻀﻴل ﻫﻨﺎ ﻫﻭ ﻨﺘﺎﺝ ﻁﺒﻴﻌﻲ ﻝﻠﺘﻤﻴﺯ‪ ،‬ﻭﻴﺘﺨﺫ ﺍﻝﺘﻔﻀﻴل ﻋﺩﺓ ﺃﺸﻜﺎل‪ ،‬ﻓﻘﺩ‬
‫ﺘﻜﻭﻥ ﺍﻷﻓﻀﻠﻴﺔ ﻓﻲ ﺍﻝﺴﻌﺭ‪ ،‬ﺃﻭ ﻓﻲ ﺍﻝﺠﻭﺩﺓ‪ ،‬ﺃﻭ ﻓﻲ ﺍﻝﺘﻌﺒﺌﺔ‪ ،‬ﺃﻭ ﻏﻴﺭ ﺫﻝﻙ‪ ،‬ﻝﻜـﻥ‬
‫ﺍﻷﻫﻡ ﻫﻨﺎ ﻫﻭ ﺨﻠﻕ ﺍﻻﺤﺴﺎﺱ ﻝﺩﻯ ﺍﻝﻤﺘﻠﻘﻲ ﺒﺄﻥ ﻫﺫﻩ ﺍﻝﺴـﻠﻌﺔ ﺃﻭ ﺍﻝﺨﺩﻤـﺔ ﻫـﻲ‬
‫ﺍﻷﻓﻀل ﻤﻥ ﻏﻴﺭﻫﺎ‪ ،‬ﺤﻴﺙ ﺘﻘﻭﺩ ﻋﻤﻠﻴﺔ ﺍﻝﺘﻔﻀﻴل ﻫﺫﻩ ﺒﻌﺩ ﺫﻝﻙ ﺍﻝﻤﺴـﺘﻬﻠﻙ ﺇﻝـﻰ‬
‫ﺍﻻﻗﺒﺎل ﻋﻠﻰ ﺍﻝﺴﻠﻌﺔ ﺃﻭ ﺍﻝﺨﺩﻤﺔ ﻤﺤل ﺍﻹﻋﻼﻥ‪.‬‬
‫ﻭﻻﺒﺩ ﻤﻥ ﺍﻻﺸﺎﺭﺓ ﻫﻨﺎ ﺇﻝﻰ ﺃﻥ ﺘﻔﻀﻴل ﻤﺎﺭﻜﺔ ﻋﻠﻰ ﺃﺨﺭﻯ ﻤﺜﻴﻠﺔ ﻝﻬﺎ ﻝﻴﺴﺕ‬
‫ﻋﻤﻠﻴﺔ ﺴﻬﻠﺔ‪ ،‬ﻭﻻ ﺘﺘﻡ ﺒﺼﻭﺭﺓ ﺘﻠﻘﺎﺌﻴﺔ ﻤﻥ ﻗﺒل ﺍﻝﻤﺘﻠﻘﻲ‪ ،‬ﻭﺍﻨﻤﺎ ﺘﺤﺘﺎﺝ ﺇﻝﻰ ﺠﻬـﻭﺩ‬
‫ﻜﺒﻴﺭﺓ ﻤﻥ ﺠﺎﻨﺏ ﺍﻝﻤﻌﻠﻥ‪ ،‬ﺤﻴﺙ ﺘﺸﻤل ﻫﺫﻩ ﺍﻝﺠﻬﻭﺩ ﺼﻴﺎﻏﺔ ﺍﻹﻋﻼﻥ ﻭﺘﺼﻤﻴﻤﻪ‪،‬‬
‫ﻭﺍﻨﺘﻘﺎﺀ ﺍﻝﻜﻠﻤﺎﺕ ﻭﺍﻝﺠﻤل ﺍﻝﻤﺅﺜﺭﺓ‪ ،‬ﻭﺍﺴﺘﺨﺩﺍﻡ ﺍﻻﻭﺘﺎﺭ ﻭﺍﻻﺴـﺘﻤﺎﻻﺕ ﺍﻹﻋﻼﻨﻴـﺔ‬
‫ﺍﻝﻤﻨﺎﺴﺒﺔ ﺍﻝﺘﻲ ﺘﺜﻴﺭ ﺍﺤﺎﺴﻴﺱ ﻭﻤﺸﺎﻋﺭ ﺍﻝﻤﺘﻠﻘﻲ‪ ،‬ﻭﺘﻭﻅﻴﻑ ﺍﻝﺼـﻭﺭ ﻭﺍﻝﺭﺴـﻭﻡ‪،‬‬
‫ﻭﻤﺨﺘﻠﻑ ﺍﻝﻌﻤﻠﻴﺎﺕ ﺍﻝﻔﻨﻴﺔ ﺍﻷﺨﺭﻯ ﺒﻤﺎ ﻴﻘﻭﺩ ﺇﻝﻰ ﺘﺤﻘﻴﻕ ﺃﻫﺩﺍﻑ ﺍﻝﺭﺴﺎﻝﺔ ﺍﻹﻋﻼﻨﻴﺔ‬
‫ﺍﻝﻤﺘﻤﺜﻠﺔ ﻓﻲ ﺠﻌل ﺍﻝﻤﺴﺘﻬﻠﻙ ﻴﻔﻀل ﻫﺫﻩ ﺍﻝﺨﺩﻤﺔ ﺃﻭ ﺍﻝﺴﻠﻌﺔ ﻋـﻥ ﻏﻴﺭﻫـﺎ ﻤـﻥ‬
‫ﺍﻝﺨﺩﻤﺎﺕ ﻭﺍﻝﺴﻠﻊ ﺍﻷﺨﺭﻯ ‪.‬‬
‫ﻭﺘﺯﺩﺍﺩ ﻋﻤﻠﻴﺔ ﺍﻝﺘﻔﻀﻴل ﺼﻌﻭﺒﺔ ﻭﺘﻌﻘﻴﺩﹰﺍ ﻓﻲ ﻅل ﺤﺎﻝﺔ ﺍﻝﺘﺯﺍﺤﻡ ﻓﻲ ﺍﻝﺴﻠﻊ‬
‫ﻭﺍﻝﺨﺩﻤﺎﺕ ﺍﻝﺘﻲ ﻴﺸﻬﺩﻫﺎ ﺍﻝﺴﻭﻕ ﺤﺎﻝﻴﺎﹰ‪ ،‬ﺤﻴﺙ ﺘﺩﺨل ﺇﻝﻰ ﺍﻝﺴﻭﻕ ﻴﻭﻤﻴﹰﺎ ﻤﺎﺭﻜـﺎﺕ‬
‫ﻭﺍﺼﻨﺎﻑ ﺠﺩﻴﺩﺓ ﻝﻡ ﺘﻜﻥ ﻤﻌﺭﻭﻓﺔ ﻤﻥ ﻗﺒل‪ ،‬ﻤﻤﺎ ﻴﺩﺨل ﺍﻝﻤﺴﺘﻬﻠﻙ ﻓﻲ ﺩﻭﺍﻤﺔ ﺘﺠﻌﻠﻪ‬
‫ﻏﻴﺭ ﻗﺎﺩﺭ ﻋﻠﻰ ﺘﻤﻴﻴﺯ ﻭﺃﻨﺘﻘﺎﺀ ﺍﻷﻓﻀل ﻤﻨﻬﺎ‪ ،‬ﻤﻤﺎ ﻴﻬﻴﺊ ﻝﻺﻋﻼﻥ ﻓﺭﺼﺔ ﺃﻜﺒـﺭ‬
‫ﻝﺘﺄﺩﻴﺔ ﺩﻭﺭﹰﺍ ﻤﺘﺯﺍﻴﺩﹰﺍ ﻓﻲ ﺍﻝﺘﻌﺭﻴﻑ ﺒﺨﺼﺎﺌﺹ ﻭﻤﺯﺍﻴﺎ ﺍﻝﺴﻠﻊ ﻭﺍﻝﺨﺩﻤﺎﺕ‪ ،‬ﻭﺍﻝﺘﺄﺜﻴﺭ‬
‫ﺒﺎﻝﺘﺎﻝﻲ ﻓﻲ ﺃﻭﻝﻭﻴﺎﺕ ﺍﻝﺘﻔﻀﻴل ﻝﺩﻯ ﺍﻝﻤﺴﺘﻬﻠﻜﻴﻥ‪.‬‬
‫ﺝ ـ ﺘﺴﻌﻰ ﺍﻝﺭﺴﺎﻝﺔ ﺍﻹﻋﻼﻨﻴﺔ ﺍﻝﺘﻲ ﺘﺴﺘﺨﺩﻡ ﺃﺴﻠﻭﺏ ﺃﻭ ﻤﺴﺘﻭﻯ ﺍﻝﺘﻔﻀﻴل‬
‫ﻭﺍﻝﻤﻨﺎﻓﺴﺔ ﺇﻝﻰ ﺍﻗﻨﺎﻉ ﺍﻝﻤﺘﻠﻘﻲ ﺒﺎﺨﺘﻴﺎﺭ ﺍﻝﻤﻨﺘﺞ ﻤﺤل ﺍﻹﻋﻼﻥ ﺩﻭﻥ ﻏﻴﺭﻩ‪ ،‬ﻭﺫﻝـﻙ‬
‫ﻤﻥ ﺨﻼل ﺍﻻﺸﺎﺩﺓ ﺍﻝﻤﻜﺜﻔﺔ ﺒﺎﻝﺨﺼﺎﺌﺹ ﺍﻝﺘﻨﺎﻓﺴﻴﺔ ﻝﻠﺴﻠﻌﺔ ﺃﻭ ﺍﻝﺨﺩﻤﺔ ﺍﻝﻤﻌﻠﻥ ﻋﻨﻬﺎ‪.‬‬
‫‪Copyright © 2017.‬‬
‫‪copyright law.‬‬

‫‪-٢٠٩-‬‬

‫‪EBSCO Publishing : eBook Arabic Collection Trial - printed on 4/4/2020 5:48 PM via MINISTÈRE DE L''EDUCATION‬‬
‫‪NATIONALE, DE LA FORMATION PROFESSIONNELLE‬‬
‫; ‪AN: 1945112‬‬ ‫;‪.‬‬
‫‪Account: ns063387‬‬
‫‪. All rights reserved. May not be reproduced in any form without permission from the publisher, except fair uses permitted under U.S. or applicable‬‬

‫ﻭﻴﺴﺘﺨﺩﻡ ﺍﻝﻤﻌﻠﻥ ﻜﺎﻓﺔ ﺍﻷﺴﺎﻝﻴﺏ ﺍﻝﻤﻤﻜﻨﺔ ﻭﺍﻝﻤﺘﺎﺤﺔ ﻝﺩﻴﻪ ﺍﻝﺘﻲ ﺘﻘﻭﺩ ﺇﻝـﻰ‬
‫ﺍﻗﻨﺎﻉ ﺍﻝﻤﺘﻠﻘﻲ‪ ،‬ﻭﺘﺼل ﻓﻲ ﻨﻬﺎﻴﺔ ﺍﻝﻤﻁﺎﻑ ﺒﺎﻝﻤﺴﺘﻬﻠﻙ ﺇﻝﻰ ﺍﻻﺴﺘﺠﺎﺒﺔ ﺇﻝﻰ ﻤﺎ ﻴﺩﻋﻭ‬
‫ﺇﻝﻴﻪ ﺍﻝﻤﻌﻠﻥ‪.‬‬
‫ﻭﻨﺨﻠﺹ ﻤﻥ ﻜل ﻤﺎ ﺘﻘﺩﻡ ﺤﻭل ﺃﺴﺎﻝﻴﺏ ﺃﻭ ﻤﺴﺘﻭﻴﺎﺕ ﺍﻝﺘﺄﺜﻴﺭ ﺍﻝﻤﺴـﺘﺨﺩﻤﺔ‬
‫ﻓﻲ ﺍﻹﻋﻼﻨﺎﺕ ﺇﻝﻰ ﺃﻥ ﻜل ﻤﻥ ﺍﻷﺴﺎﻝﻴﺏ ﺍﻝﺜﻼﺜﺔ ﺍﻝﺘﻲ ﺘﻡ ﺍﻝﺘﻌﺭﺽ ﻝﻬﺎ‪ ،‬ﻭﻫـﻲ‪:‬‬
‫"ﺍﻝﻤﻌﻠﻭﻤﺎﺕ ـ ﻭﺘﻐﻴﻴﺭ ﺍﻻﺘﺠﺎﻩ ـ ﻭﺍﻝﺘﻔﻀﻴل ﻭﺍﻝﻤﻨﺎﻓﺴﺔ"‪ ،‬ﻋﻠﻰ ﻗﺩﺭ ﻜﺒﻴـﺭ ﻤـﻥ‬
‫ﺍﻷﻫﻤﻴﺔ‪ ،‬ﻭﺃﻥ ﺩﻭﺍﻋﻲ ﺍﺴﺘﺨﺩﺍﻡ ﻜل ﻤﻨﻬﺎ ﻴﺨﺘﻠﻑ ﺒـﺎﺨﺘﻼﻑ ﺃﻫـﺩﺍﻑ ﺍﻝﻤﻌﻠـﻥ‪،‬‬
‫ﻭﻁﺒﻴﻌﺔ ﺍﻝﺴﻠﻌﺔ ﺍﻝﻤﻌﻠﻨﺔ ﻋﻨﻬﺎ‪ ،‬ﻭﻅﺭﻭﻑ ﺍﻝﺴﻭﻕ ﺍﻝﻤﺤﻴﻁﺔ‪ ،‬ﻭﻨﻭﻋﻴـﺔ ﺍﻝﺠﻤﻬـﻭﺭ‬
‫ﺍﻝﻤﺨﺎﻁﺏ‪.‬‬
‫ﺤﻴﺙ ﺘﺘﺩﺨل ﻜل ﻫﺫﻩ ﺍﻝﻤﺘﻐﻴﺭﺍﺕ ﻭﻏﻴﺭﻫﺎ ﻓﻲ ﺘﺤﺩﻴـﺩ ﺃﺴـﻠﻭﺏ ﺍﻝﺘـﺄﺜﻴﺭ‬
‫ﺍﻝﻤﻔﻀل ﻤﻥ ﻗﺒل ﺍﻝﻤﻌﻠﻥ ﻋﻨﺩ ﺼﻴﺎﻏﺘﻪ ﻭﺘﻘﺩﻴﻤﻪ ﻝﻠﺭﺴﺎﻝﺔ ﺍﻹﻋﻼﻨﻴﺔ ﻓـﻲ ﺸـﻜﻠﻬﺎ‬
‫ﺍﻝﻨﻬﺎﺌﻲ ﻝﻠﺠﻤﻬﻭﺭ‪.‬‬
‫ﻓﻘﺩ ﻴﻜﻭﻥ ﻤﻥ ﺍﻷﻓﻀل ﺍﺴﺘﺨﺩﺍﻡ ﺃﺴﻠﻭﺏ ﺍﻝﻤﻌﻠﻭﻤﺎﺕ ﻋﻨﺩ ﻤﺨﺎﻁﺒﺔ ﺠﻤﻬﻭﺭﺍ‬
‫ﻤﺘﻌﻠﻡ‪ ،‬ﺃﻭ ﻋﻨﺩﻤﺎ ﺘﻜﻭﻥ ﺍﻝﺴﻠﻌﺔ ﺃﻭ ﺍﻝﺨﺩﻤﺔ ﺍﻝﻤﻌﻠﻥ ﻋﻨﻬﺎ ﺫﺍﺕ ﻜﻠﻔﺔ ﻤﺎﻝﻴﺔ ﻋﺎﻝﻴـﺔ‪،‬‬
‫ﺤﻴﺙ ﻴﺘﻁﻠﺏ ﺫﻝﻙ ﺘﻘﺩﻴﻡ ﺒﻴﺎﻨﺎﺕ ﻭﺤﻘﺎﺌﻕ‪ ،‬ﻭﻋـﺩﻡ ﺍﻝﺘﺭﻜﻴـﺯ ﻋﻠـﻰ ﺍﻹﻋﻼﻨـﺎﺕ‬
‫ﺍﻻﻴﺤﺎﺌﻴﺔ‪.‬‬
‫ﺃﻤﺎ ﻋﻨﺩﻤﺎ ﻴﺘﻌﻠﻕ ﺍﻷﻤﺭ ﺒﺴﻠﻌﺔ ﺃﻭ ﺨﺩﻤﺔ ﺠﺩﻴﺩﺓ ﻝﻬﺎ ﻤﻨﺎﻓﺴﻴﻬﺎ ﺍﻝﻘﺩﺍﻤﻰ ﻓـﻲ‬
‫ﺍﻝﺴﻭﻕ ﻓﺈﻥ ﺃﺴﻠﻭﺏ ﺘﻐﻴﻴﺭ ﺍﻻﺘﺠﺎﻩ ﺃﻱ ﺘﺤﻭﻴل ﺃﻨﺘﺒﺎﻩ ﺍﻝﺠﻤﻬـﻭﺭ ﻭﺭﻏﺒﺎﺘـﻪ ﺇﻝـﻰ‬
‫ﺍﻝﺴﻠﻌﺔ ﺍﻝﺠﺩﻴﺩﺓ‪ ،‬ﻭﺘﺤﺴﻴﺴﻪ ﺒﺄﻥ ﻗﺒﻭل ﺫﻝﻙ ﻫﻭ ﺍﻝﺨﻁﻭﺓ ﺍﻝﺴﻠﻴﻤﺔ ﻭﺍﻝﺼﺤﻴﺤﺔ ﺍﻝﺘﻲ‬
‫ﻴﺠﺏ ﺍﻥ ﻴﻘﺒل ﻋﻠﻴﻬﺎ ﻫﻭ ﺍﻻﺴﻠﻭﺏ ﺍﻝﻤﻼﺌﻡ‪.‬‬
‫ﻭﻓﻲ ﺤﺎﻝﺔ ﺘﻌﺩﺩ ﻭﺍﺯﺩﺤﺎﻡ ﺍﻝﻤﻨﺘﺠﺎﺕ ﺍﻝﻤﺘﻤﺎﺜﻠﺔ ﻓﻘﺩ ﻴﻜـﻭﻥ ﻤـﻥ ﺍﻻﺠـﺩﻯ‬
‫ﺍﺴﺘﺨﺩﺍﻡ ﺃﺴﻠﻭﺏ ﺍﻝﺘﻔﻀﻴل ﻭﺍﻝﻤﻨﺎﻓﺴﺔ‪ ،‬ﺤﻴﺙ ﺍﻝﺘﺭﻜﻴﺯ ﻋﻠﻰ ﺨﺼﺎﺌﺹ ﺍﻝﺴـﻠﻌﺔ ﺃﻭ‬
‫‪Copyright © 2017.‬‬
‫‪copyright law.‬‬

‫‪-٢١٠-‬‬

‫‪EBSCO Publishing : eBook Arabic Collection Trial - printed on 4/4/2020 5:48 PM via MINISTÈRE DE L''EDUCATION‬‬
‫‪NATIONALE, DE LA FORMATION PROFESSIONNELLE‬‬
‫; ‪AN: 1945112‬‬ ‫;‪.‬‬
‫‪Account: ns063387‬‬
. All rights reserved. May not be reproduced in any form without permission from the publisher, except fair uses permitted under U.S. or applicable

‫ ﻭﺍﻝﺘـﻲ‬،‫ﺍﻝﺨﺩﻤﺔ ﺍﻝﺘﻨﺎﻓﺴﻴﺔ ﺍﻝﺘﻲ ﺘﺠﻌﻠﻬﺎ ﺍﻷﻓﻀل ﻤﻥ ﻏﻴﺭﻫﺎ ﻓﻲ ﺃﺫﻫﺎﻥ ﺍﻝﺠﻤﻬﻭﺭ‬

.‫ﺘﺠﻌﻠﻬﺎ ﺘﺘﻤﻴﺯ ﻋﻤﺎ ﻋﺩﺍﻫﺎ ﻤﻥ ﺍﻝﺴﻠﻊ ﻭﺍﻝﺨﺩﻤﺎﺕ ﺍﻝﻤﻤﺎﺜﻠﺔ ﻓﻲ ﺍﻝﺴﻭﻕ‬
Copyright © 2017.
copyright law.

-٢١١-

EBSCO Publishing : eBook Arabic Collection Trial - printed on 4/4/2020 5:48 PM via MINISTÈRE DE L''EDUCATION
NATIONALE, DE LA FORMATION PROFESSIONNELLE
AN: 1945112 ; .;
Account: ns063387
‫‪. All rights reserved. May not be reproduced in any form without permission from the publisher, except fair uses permitted under U.S. or applicable‬‬

‫ﺍﻝﻬﻭﺍﻤﺵ‬

‫‪ ١‬ـ ﻤﻨﻰ ﺴﻌﻴﺩ ﺍﻝﺤﺩﻴﺩﻱ‪ ،‬ﺴﻠﻭﻯ ﺍﻤﺎﻡ‪ ،‬ﺍﻹﻋﻼﻡ ﻭﺍﻝﻤﺠﺘﻤﻊ‪ ،‬ﺍﻝﻘﺎﻫﺭﺓ‪ ،‬ﺍﻝﺩﺍﺭ ﺍﻝﻤﺼﺭﻴﺔ‬
‫ﺍﻝﻠﺒﻨﺎﻨﻴﺔ‪ ،٢٠٠٤ ،‬ﺹ ‪٩٣‬‬
‫‪ ٢‬ـ ﺃ ‪ .‬ﺩ‪ .‬ﻓﺎﺭﺒﻲ‪ ،‬ﻓﻥ ﺍﻹﻋﻼﻥ ـ ﻜﻴﻑ ﺘﻨﺘﺞ ﻭﺘﺩﻴﺭ ﺇﻋﻼﻨﹰﺎ ﻓﻌﺎ ﹰﻻ ﻭﺤﻤﻠﺔ ﺇﻋﻼﻨﻴـﺔ‬
‫ﻨﺎﺠﺤﺔ‪ ،‬ﺘﺭﺠﻤﺔ ﻋﺒﺩ ﺍﻝﺤﻜﻡ ﺍﺤﻤﺩ ﺍﻝﺤﺯﺍﻤﻲ‪ ،‬ﺍﻝﻘﺎﻫﺭﺓ‪ ،‬ﺩﺍﺭ ﺍﻝﻔﺠﺭ ﻝﻠﻨﺸﺭ ﻭﺍﻝﺘﻭﺯﻴـﻊ‪،٢٠٠٤ ،‬‬
‫ﺹ‪.٣٥‬‬
‫‪ ٣‬ـ ﻤﺤﻤﺩ ﻓﺭﻴﺩ ﺍﻝﺼﺤﻥ‪ ،‬ﺍﻹﻋﻼﻥ‪ ،‬ﺍﻻﺴﻜﻨﺩﺭﻴﺔ‪ ،‬ﺍﻝﺩﺍﺭ ﺍﻝﺠﺎﻤﻌﻴﺔ‪،٢٠٠٣ ،٢٠٠٢ ،‬‬
‫ﺹ ‪٢٦٠‬‬
‫‪ ٤‬ـ ﻤﺭﺯﻭﻕ ﻋﺒﺩﺍﻝﺤﻜﻡ ﺍﻝﻌﺎﺩﻝﻲ‪ ،‬ﺍﻹﻋﻼﻨﺎﺕ ﺍﻝﺼﺤﻔﻴﺔ‪ ،‬ﺩﺭﺍﺴﺔ ﻓـﻲ ﺍﻻﺴـﺘﺨﺩﺍﻤﺎﺕ‬
‫ﻭﺍﻻﺸﺒﺎﻋﺎﺕ‪ ،‬ﺍﻝﻘﺎﻫﺭﺓ‪ ،‬ﺩﺍﺭ ﺍﻝﻔﺠﺭ ﻝﻠﻨﺸﺭ ﻭﺍﻝﺘﻭﺯﻴﻊ‪ ،٢٠٠٤ ،‬ﺹ‪٢٧‬‬
‫‪ ٥‬ـ ﺠﻴﻬﺎﻥ ﺭﺸﺘﻲ‪ ،‬ﺍﻻﺴﺱ ﺍﻝﻌﻠﻤﻴﺔ ﻝﻨﻅﺭﻴﺎﺕ ﺍﻹﻋﻼﻡ‪ ،‬ﻁ‪ ،٢‬ﺍﻝﻘـﺎﻫﺭﺓ‪ ،‬ﺩﺍﺭ ﺍﻝﻔﻜـﺭ‬
‫ﺍﻝﻌﺭﺒﻲ‪ ،١٩٧٨ ،‬ﺹ ‪٦١٧‬‬
‫‪ ٦‬ـ ﺯﻴﺩﺍﻥ ﻋﺒﺩﺍﻝﺒﺎﻗﻲ‪ ،‬ﻋﻠﻡ ﺍﻝﻨﻔﺱ ﻓﻲ ﺍﻝﻤﺠـﺎﻻﺕ ﺍﻹﻋﻼﻤﻴـﺔ‪ ،‬ﺍﻝﻘـﺎﻫﺭﺓ‪ ،‬ﻤﻜﺘﺒـﺔ‬
‫ﻏﺭﻴﺏ‪ ،١٩٧٨ ،‬ﺹ‪٢١٣،٢١٤‬‬
‫‪ ٧‬ـ ﻤﺭﺯﻭﻕ ﻋﺒﺩ ﺍﻝﺤﻜﻡ ﺍﻝﻌﺎﺩﻝﻲ‪ ،‬ﺍﻹﻋﻼﻨﺎﺕ ﺍﻝﺼﺤﻔﻴﺔ‪ ،‬ﻤﺭﺠﻊ ﺴﺎﺒﻕ‪ ،‬ﺹ‪٣٨‬‬
‫)*( ـ ﻝﻠﻤﺯﻴﺩ ﺤﻭل ﻤﻔﻬﻭﻡ ﺍﻝﺠﻤﻬﻭﺭ ﺍﻝﻨﺸﻁ ﺃﻨﻅﺭ‪ :‬ﺍﻤل ﺍﻝﺴﻴﺩ ﺍﺤﻤﺩ ﻤﺘﻭﻝﻲ‪ ،‬ﻗﺎﺭﺌﻴﺔ‬
‫ﺍﻝﺼﺤﻑ ﺍﻝﻤﺼﺭﻴﺔ ﺍﻝﻤﺘﺨﺼﺼﺔ‪ ،‬ﺭﺴﺎﻝﺔ ﺩﻜﺘﻭﺭﺍﻩ ﻏﻴﺭ ﻤﻨﺸﻭﺭﺓ‪ ،‬ﺠﺎﻤﻌـﺔ ﺍﻝﻘـﺎﻫﺭﺓ‪ ،‬ﻜﻠﻴـﺔ‬
‫ﺍﻹﻋﻼﻡ‪ ،٢٠٠٢ ،‬ﺹ ‪٥٣‬‬
‫ﻜﺫﻝﻙ‪ :‬ﺍﺤﻤﺩ ﺯﻜﺭﻴﺎ ﺍﺤﻤﺩ‪ ،‬ﻨﻅﺭﻴﺎﺕ ﺍﻹﻋﻼﻡ ـ ﻤﺩﺨل ﻻﻫﺘﻤﺎﻤـﺎﺕ ﻭﺴـﺎﺌل ﺍﻹﻋـﻼﻡ‬
‫ﻭﺠﻤﻬﻭﺭﻫﺎ‪ ،‬ﺍﻝﻤﻨﺼﻭﺭﺓ‪ ،‬ﺍﻝﻤﻜﺘﺒﺔ ﺍﻝﻌﺼﺭﻴﺔ ﻝﻠﻨﺸﺭﻭﺍﻝﺘﻭﺯﻴﻊ‪ ،٢٠٠٨ ،‬ﺹ‪٢٥٣‬‬
‫ﻜﺫﻝﻙ‪ :‬ﻤﻲ ﺍﻝﻌﺒﺩﺍﷲ‪ ،‬ﻨﻅﺭﻴﺎﺕ ﺍﻻﺘﺼﺎل‪ ،‬ﺒﻴـﺭﻭﺕ‪ ،‬ﺩﺍﺭ ﺍﻝﻨﻬﻀـﺔ ﺍﻝﻌﺭﺒﻴـﺔ‪،٢٠٠٦ ،‬‬
‫ﺹ‪٢٧٩‬‬
‫‪ ٨‬ـ ﺍﻨﻅﺭ ﻜل ﻤﻥ‪ :‬ﺤﺴﻥ ﻋﻤﺎﺩ ﻤﻜﺎﻭﻱ‪ ،‬ﻭﻝﻴﻠﻰ ﺤﺴﻴﻥ ﺍﻝﺴﻴﺩ‪ ،‬ﺍﻻﺘﺼﺎل ﻭﻨﻅﺭﻴﺎﺘـﻪ‬
‫ﺍﻝﻤﻌﺎﺼﺭﺓ‪ ،‬ﺍﻝﻘﺎﻫﺭﺓ‪ ،‬ﺍﻝﺩﺍﺭ ﺍﻝﻤﺼﺭﻴﺔ ﺍﻝﻠﺒﻨﺎﻨﻴﺔ‪١٩٩٨ ،‬‬
‫‪Copyright © 2017.‬‬
‫‪copyright law.‬‬

‫‪-٢١٢-‬‬

‫‪EBSCO Publishing : eBook Arabic Collection Trial - printed on 4/4/2020 5:48 PM via MINISTÈRE DE L''EDUCATION‬‬
‫‪NATIONALE, DE LA FORMATION PROFESSIONNELLE‬‬
‫; ‪AN: 1945112‬‬ ‫;‪.‬‬
‫‪Account: ns063387‬‬
‫‪. All rights reserved. May not be reproduced in any form without permission from the publisher, except fair uses permitted under U.S. or applicable‬‬

‫ﻭﺼﺎﻝﺢ ﺃﺒﻭ ﺍﺼﺒﻊ‪ ،‬ﺍﻻﺘﺼﺎل ﻭﺍﻹﻋﻼﻡ ﻓﻲ ﺍﻝﻤﺠﺘﻤﻌﺎﺕ ﺍﻝﻤﻌﺎﺼﺭﺓ‪ ،‬ﻁ‪ ،١‬ﻋﻤﺎﻥ‪ ،‬ﺁﺭﺍﻡ‬
‫ﻝﻠﺩﺭﺍﺴﺎﺕ ﻭﺍﻝﻨﺸﺭ ﻭﺍﻝﺘﻭﺯﻴﻊ‪ ،‬ﺹ‪١٢٦‬‬
‫‪ ٩‬ـ ﻋﻠﻲ ﺍﻝﺴﻠﻤﻲ‪ ،‬ﺍﻹﻋﻼﻥ‪ ،‬ﺍﻝﻘﺎﻫﺭﺓ‪ ،‬ﻤﻜﺘﺒﺔ ﻏﺭﻴﺏ‪ ،‬ﺹ‪١٠٣‬‬
‫ﺍﻴﻀﹰﺎ‪ :‬ﻤﺴﻌﻭﺩ ﺤﺴﻴﻥ ﺍﻝﺘﺎﺌﺏ‪ ،‬ﺍﻹﻋﻼﻥ ﻓـﻲ ﺍﻝﺼـﺤﺎﻓﺔ ﺍﻝﻠﻴﺒﻴـﺔ‪ ،‬ﻤﺭﺠـﻊ ﺴـﺎﺒﻕ‪،‬‬
‫ﺹ‪.٥١٧‬‬
‫‪ ١٠‬ـ ﺍﻻﺨﻀﺭ ﺍﻴﺩﻭﺭﺝ‪ ،‬ﺫﻜﺎﺀ ﺍﻹﻋﻼﻡ ﻓﻲ ﻋﺼﺭ ﺍﻝﻤﻌﻠﻭﻤﺎﺕ‪ ،‬ﺍﻝﺭﻴﺎﺽ‪ ،‬ﻤﺅﺴﺴـﺔ‬
‫ﺍﻝﻤﻠﻙ ﻓﻬﺩ ﺍﻝﻭﻁﻨﻴﺔ‪ ،‬ﺘﻭﻨﺱ‪ ،‬ﻤﺅﺴﺴﺔ ﺍﻝﺘﻤﻴﻤﻲ ﻝﻠﺒﺤﺙ ﺍﻝﻌﻠﻤﻲ ﻭﺍﻝﻤﻌﻠﻭﻤـﺎﺕ‪ ،١٩٩٩ ،‬ﺹ‬
‫‪١٤‬‬
‫‪ ١١‬ـ ﻜﻠﻭﺩ ﺠﻴﻨﺸﺎ‪ ،‬ﻭﻤﻴﺸﺎل ﻤﻴﻨﻭ‪ ،‬ﺍﻝﻤﻌﻠﻭﻤﺎﺕ ﻭﺍﻝﺘﻭﺜﻴﻕ‪ ،‬ﻤﺩﺨل ﻋـﺎﻡ‪ ،‬ﺘـﻭﻨﺱ‪،‬‬
‫ﺍﻝﻤﻨﻅﻤﺔ ﺍﻝﻌﺭﺒﻴﺔ ﻝﻠﺘﺭﺒﻴﺔ ﻭﺍﻝﺜﻘﺎﻓﺔ ﻭﺍﻝﻌﻠﻭﻡ‪ ،١٩٨٧ ،‬ﺹ ‪٢١‬‬
‫‪ ١٢‬ـ ﻤﻨﻰ ﺍﻝﺤﺩﻴﺩﻱ‪ ،‬ﺍﻹﻋﻼﻥ‪ ،‬ﺍﻝﻘـﺎﻫﺭﺓ‪ ،‬ﺍﻝـﺩﺍﺭ ﺍﻝﻤﺼـﺭﻴﺔ ﺍﻝﻠﺒﻨﺎﻨﻴـﺔ‪،١٩٩٩ ،‬‬
‫ﺹ‪١٧٢‬‬
‫‪ ١٣‬ـ ﺍﻝﻤﺭﺠﻊ ﺍﻝﺴﺎﺒﻕ‪ ،‬ﺹ‪١٧٢‬‬
‫)*( ـ ﺍﺜﺒﺘﺕ ﺍﻝﻌﺩﻴﺩ ﻤﻥ ﺍﻝﺩﺭﺍﺴﺎﺕ ﺍﻝﻌﺭﺒﻴﺔ ﻭﺍﻻﺠﻨﺒﻴﺔ ﺍﻥ ﺍﻝﺘﻌﺭﺽ ﻝﻭﺴﺎﺌل ﺍﻹﻋـﻼﻡ‬
‫ﻴﺯﻴﺩ ﻤﻥ ﻤﻌﻠﻭﻤﺎﺕ ﺍﻝﻔﺭﺩ ﺒﺼﻔﺔ ﻋﺎﻤﺔ‪ ،‬ﻭﺍﻥ ﻤﻥ ﺃﻫﻡ ﺩﻭﺍﻓﻊ ﻤﺘﺎﺒﻌﺔ ﻭﺴـﺎﺌل ﺍﻹﻋـﻼﻡ ﻫـﻲ‬
‫ﺍﻝﺭﻏﺒﺔ ﻓﻲ ﻤﻌﺭﻓﺔ ﻤﺎ ﻴﺩﻭﺭ ﻓﻲ ﺍﻝﺒﻴﺌﺔ ﺍﻝﻤﺤﻴﻁﺔ‪ ،‬ﺍﻱ ﺍﻝﺤﺼﻭل ﻋﻠﻰ ﺍﻝﻤﻌﻠﻭﻤﺎﺕ‪ ،‬ﺃﻨﻅﺭ ﻓـﻲ‬
‫ﺫﻝﻙ‪ :‬ﻤﺴﻌﻭﺩ ﺤﺴﻴﻥ ﺍﻝﺘﺎﺌﺏ‪ ،‬ﺤﻕ ﺍﻻﻨﺴﺎﻥ ﻓﻲ ﺍﻹﻋﻼﻡ ﻭﺃﺜﺭﻩ ﻋﻠﻰ ﺍﻝﻤﻤﺎﺭﺴﺔ ﺍﻝﺩﻴﻤﻘﺭﺍﻁﻴـﺔ‪،‬‬
‫ﻤﺠﻠﺔ ﺍﻝﺒﺤﻭﺙ ﺍﻻﻋﻼﻤﻴﺔ‪ ،‬ﻁﺭﺍﺒﻠﺱ‪ ،‬ﻤﺭﻜﺯ ﺍﻝﺒﺤـﻭﺙ ﻭﺍﻝﺘﻭﺜﻴـﻕ ﺍﻻﻋﻼﻤـﻲ‪ ،‬ﺍﻝﻌـﺩﺩ ‪،٣٣‬‬
‫‪ ،٢٠٠٦‬ﺹ ‪٢١‬‬
‫)*( ـ ﻴﺭﻯ ﺃﺴﺎﺘﺫﺓ ﻭﺨﺒﺭﺍﺀ ﺍﻹﻋﻼﻥ ﺍﻥ ﺍﻝﺤﺩ ﺍﻷﺩﻨﻰ ﺍﻗﺘﺼـﺎﺩﻴﹰﺎ ﺍﻝـﻼﺯﻡ ﻝﺘﻤﻭﻴـل‬
‫ﺍﻝﺼﺤﻴﻔﺔ ﻭﺍﻝﻤﺘﻌﺎﺭﻑ ﻋﻠﻴﻪ ﻝﻤﺴﺎﺤﺔ ﺍﻹﻋﻼﻥ ﻓﻲ ﺍﻝﺼﺤﻴﻔﺔ‪ ،‬ﻴﺠﺏ ﺃﻻ ﻴﻘل ﻋﻥ ‪ %٢٥‬ﻤـﻥ‬
‫ﻤﺴﺎﺤﺔ ﺍﻝﺼﺤﻴﻔﺔ‪ ،‬ﺃﻨﻅﺭ ﻓﻲ ﺫﻝﻙ‪ :‬ﺍﺒﺭﺍﻫﻴﻡ ﺍﻝﻤﺴﻠﻤﻲ‪ ،‬ﺇﺩﺍﺭﺓ ﺍﻝﻤﺅﺴﺴﺎﺕ ﺍﻝﺼﺤﻔﻴﺔ‪ ،‬ﺍﻝﻘﺎﻫﺭﺓ‪،‬‬
‫ﺍﻝﻌﺭﺒﻲ ﻝﻠﻨﺸﺭ ﻭﺍﻝﺘﻭﺯﻴﻊ‪ ،١٩٩٥ ،‬ﺹ‪٢٧٩‬‬
‫‪ ١٤‬ـ ﻤﺴﻌﻭﺩ ﺤﺴﻴﻥ ﺍﻝﺘﺎﺌﺏ‪ ،‬ﺍﻹﻋﻼﻥ ﻓﻲ ﺍﻝﺼﺤﺎﻓﺔ ﺍﻝﻠﻴﺒﻴﺔ‪ ،‬ﻁﺭﺍﺒﻠﺱ‪ ،‬ﻤﻨﺸـﻭﺭﺍﺕ‬
‫ﺍﻝﻠﺠﻨﺔ ﺍﻝﺸﻌﺒﻴﺔ ﺍﻝﻌﺎﻤﺔ ﻝﻠﺜﻘﺎﻓﺔ ﻭﺍﻻﻋﻼﻡ‪ ،٢٠٠٨ ،‬ﺹ ‪٥١٧‬‬
‫‪ ١٥‬ـ ﻋﻠﻲ ﺍﻝﺴﻠﻤﻲ‪ ،‬ﺍﻹﻋﻼﻥ‪ ،‬ﻤﺭﺠﻊ ﺴﺎﺒﻕ‪ ،‬ﺹ ‪١٠٤‬‬
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‫‪EBSCO Publishing : eBook Arabic Collection Trial - printed on 4/4/2020 5:48 PM via MINISTÈRE DE L''EDUCATION‬‬
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‫‪Account: ns063387‬‬
. All rights reserved. May not be reproduced in any form without permission from the publisher, except fair uses permitted under U.S. or applicable

‫ ﻋﻠﻡ ﺍﻝﻨﻔﺱ ﺍﻝﻔﺴﻴﻭﻝﻭﺠﻲ ـ ﺩﺭﺍﺴﺔ ﻓﻲ ﺍﻝﺴﻠﻭﻙ‬،‫ ـ ﻋﺒﺩﺍﻝﺭﺤﻤﻥ ﻤﺤﻤﺩ ﻋﻴﺴﻭﻱ‬١٦

١٢٧ ،١٢٦ ‫ ﺹ‬،١٩٧٤ ،‫ ﺩﺍﺭ ﺍﻝﻨﻬﻀﺔ ﺍﻝﻌﺭﺒﻴﺔ‬،‫ﺍﻻﻨﺴﺎﻨﻲ ﺒﻴﺭﻭﺕ‬
١١٥ ‫ ﺹ‬،‫ ـ ﺍﻝﻤﺭﺠﻊ ﺍﻝﺴﺎﺒﻕ‬١٧
١٤٠ ‫ ﺹ‬،‫ ﻤﺭﺠﻊ ﺴﺎﺒﻕ‬،‫ ﺍﻹﻋﻼﻥ‬،‫ ـ ﻤﺤﻤﺩ ﻓﺭﻴﺩ ﺍﻝﺼﺤﻥ‬١٨
‫ ﺹ‬،‫ ﻤﺭﺠـﻊ ﺴـﺎﺒﻕ‬،‫ ﺍﻹﻋﻼﻥ ﻓﻲ ﺍﻝﺼﺤﺎﻓﺔ ﺍﻝﻠﻴﺒﻴﺔ‬،‫ ـ ﻤﺴﻌﻭﺩ ﺤﺴﻴﻥ ﺍﻝﺘﺎﺌﺏ‬١٩
٥١٧
Copyright © 2017.
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NATIONALE, DE LA FORMATION PROFESSIONNELLE
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. All rights reserved. May not be reproduced in any form without permission from the publisher, except fair uses permitted under U.S. or applicable

‫ﺍﻝﻔﺼل ﺍﻝﺴﺎﺩﺱ‬
‫ﻭﺴﺎﺌل ﺍﻹﻋﻼﻥ‬
Copyright © 2017.
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‫ﺘﻤﻬﻴﺩ‬

‫ﻭﺴﺎﺌل ﺍﻹﻋﻼﻥ ﻫﻲ ﺃﻻﺩﻭﺍﺕ ﺃﻭ ﺍﻝﻘﻨﻭﺍﺕ ﺍﻻﺘﺼﺎﻝﻴﺔ ﺍﻝﻤﺨﺘﻠﻔﺔ ﺍﻝﺘﻲ ﺘﻨﺸـﺭ‬

‫ﺃﻭ ﺘﺫﻴﻊ ﺃﻭ ﺘﺒﺙ ﺃﻭ ﺘﻨﻘل ﻤﻥ ﺨﻼﻝﻬـﺎ ﺍﻹﻋﻼﻨـﺎﺕ ﻋﻠـﻰ ﺃﺨـﺘﻼﻑ ﺃﻨﻭﺍﻋﻬـﺎ‬
‫ﻭﻤﺠﺎﻻﺘﻬﺎ‪ ،‬ﻭﺘﺘﻌﺩﺩ ﺘﻠﻙ ﺍﻝﻭﺴﺎﺌل ﻭﺘﺘﻨﻭﻉ‪ ،‬ﻓﻤﻨﻬﺎ ﺍﻝﻤﻘﺭﺅ‪ ،‬ﻭﻤﻨﻬﺎ ﺍﻝﻤﺴﻤﻭﻉ‪ ،‬ﻭﻤﻨﻬﺎ‬
‫ﺍﻝﻤﺭﺌﻲ‪.‬‬
‫ﺇﻻ ﺃﻥ ﻗﺭﺍﺭ ﺍﺴﺘﺨﺩﺍﻡ ﺃﻴﹰﺎ ﻤﻥ ﺘﻠﻙ ﺍﻝﻭﺴﺎﺌل ﺒﺎﻝﻨﺴﺒﺔ ﻝﻠﻤﻌﻠﻥ ﻴﺘﻭﻗﻑ ﻋﻠـﻰ‬
‫)‪(١‬‬
‫ﻋﺩﺩ ﻤﻥ ﺍﻝﻌﻭﺍﻤل ﻴﻤﻜﻥ ﺘﺤﺩﻴﺩﻫﺎ ﻓﻲ ﺍﻷﺘﻲ‪:‬‬
‫‪ ١‬ـ ﻤﻭﺍﺀﻤﺔ ﺃﻭ ﻤﻁﺎﺒﻘﺔ ﻨﻭﻉ ﺍﻝﻭﺴﻴﻠﺔ ﺍﻹﻋﻼﻨﻴﺔ ﻤﻊ ﺍﻝﺴﻭﻕ ﺍﻝﻤﺴـﺘﻬﺩﻓﺔ‪،‬‬
‫ﺒﻤﻌﻨﻰ ﻫل ﻫﻨﺎﻙ ﻭﺴﻴﻠﺔ ﺇﻋﻼﻨﻴﺔ ﻤﻌﻴﻨﺔ ﺩﻭﻥ ﻏﻴﺭﻫﺎ ﺘﻜﻭﻥ ﻗﺎﺩﺭﺓ ﻋﻠﻰ ﺍﻴﺼـﺎل‬
‫ﺍﻝﺭﺴﺎﻝﺔ ﺍﻹﻋﻼﻨﻴﺔ ﺒﺸﻜل ﺃﻓﻀل ﻭﺃﻜﺜﺭ ﻓﺎﻋﻠﻴﺔ‪.‬‬
‫‪ ٢‬ـ ﻤﻭﺍﺀﻤﺔ ﺃﻭ ﻤﻁﺎﺒﻘﺔ ﻨﻭﻉ ﺍﻝﻭﺴﻴﻠﺔ ﺍﻹﻋﻼﻨﻴﺔ ﻤﻊ ﺍﻷﻫﺩﺍﻑ ﺍﻝﻤﻌﻠﻨﺔ‪.‬‬
‫‪ ٣‬ـ ﺍﻝﺘﻜﻠﻔﺔ ﺍﻝﻨﺴﺒﻴﺔ ﻝﻤﺨﺘﻠﻑ ﻭﺴﺎﺌل ﺍﻹﻋﻼﻥ )ﻤﺎ ﻫﻲ ﺍﻝﺘﻜﻠﻔﺔ ﺍﻝﻤﺘﺭﺘﺒـﺔ‬
‫ﻋﻠﻰ ﺍﻝﻭﺼﻭل ﺇﻝﻰ ﻨﻭﻉ ﻤﺤﺩﺩ ﻤﻥ ﺍﻝﻤﺴﺘﻬﻠﻜﻴﻥ ﺍﻝﻤﺤﺘﻤﻠﻴﻥ ﻤﻥ ﺨـﻼل ﻭﺴـﻴﻠﺔ‬
‫ﺇﻋﻼﻨﻴﺔ ﻤﺤﺩﺩﺓ؟‬
‫‪ ٤‬ـ ﺘﺄﺜﻴﺭ ﺍﻝﻤﻨﺎﻓﺴﺔ )ﻤﺩﻯ ﺍﻝﺭﻏﺒﺔ ﻓﻲ ﺘﺠﻨﺏ ﺍﻝﻭﺴﺎﺌل ﺍﻹﻋﻼﻨﻴﺔ ﺍﻝﺘـﻲ‬
‫ﻴﺴﺘﺨﺩﻤﻬﺎ ﺍﻝﻤﻨﺎﻓﺴﻭﻥ‪(.‬‬
‫‪ ٥‬ـ ﺍﻝﺨﺼﺎﺌﺹ ﺍﻻﺩﺭﺍﻜﻴﺔ ﻝﻠﻭﺴﻴﻠﺔ ) ﻫل ﺍﻝﻤﺴﺘﻬﻠﻜﻴﻥ ﻴﻌﺘﺒﺭﻭﻥ ﻭﺴـﻴﻠﺔ‬
‫ﺇﻋﻼﻨﻴﺔ ﻤﻌﻴﻨﺔ ﺃﻜﺜﺭ ﺩﻴﻨﺎﻤﻴﻜﻴﺔ ﺃﻭ ﺃﻜﺜﺭ ﺤﻴﻭﻴﺔ ﻤﻥ ﻏﻴﺭﻫﺎ؟ ﺃﻭ ﻤﺎ ﻫـﻲ ﺍﻝﻘﻴﻤـﺔ‬
‫ﺍﻝﻭﺠﺎﻫﻴﺔ ﺍﻝﻤﺩﺭﻜﺔ ﻝﻜل ﻨﻭﻉ ﻤﻥ ﺃﻨﻭﺍﻉ ﺍﻝﻭﺴﺎﺌل ﺍﻹﻋﻼﻨﻴﺔ‪.‬؟(‬
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‫‪EBSCO Publishing : eBook Arabic Collection Trial - printed on 4/4/2020 5:48 PM via MINISTÈRE DE L''EDUCATION‬‬
‫‪NATIONALE, DE LA FORMATION PROFESSIONNELLE‬‬
‫; ‪AN: 1945112‬‬ ‫;‪.‬‬
‫‪Account: ns063387‬‬
‫‪. All rights reserved. May not be reproduced in any form without permission from the publisher, except fair uses permitted under U.S. or applicable‬‬

‫‪ ٦‬ـ ﺍﺴﺘﺭﺍﺘﻴﺠﻴﺔ ﺍﻝﺭﺴﺎﻝﺔ ﺍﻹﻋﻼﻨﻴﺔ ﺍﻝﻤﺭﺍﺩ ﺍﺴﺘﺨﺩﺍﻤﻬﺎ )ﻫل ﻫﻨﺎﻙ ﺭﺴﺎﺌل‬

‫ﺇﻋﻼﻨﻴﺔ ﺘﺼﻠﺢ ﺒﺸﻜل ﺃﻓﻀل ﻭﺘﻜﻭﻥ ﺫﺍﺕ ﺘﺄﺜﻴﺭ ﺃﻜﺒﺭ ﻋﻠﻰ ﺍﻝﺴﻭﻕ ﺍﻝﻤﺴـﺘﻬﺩﻓﺔ‪،‬‬
‫ﻓﻲ ﻭﺴﺎﺌل ﺇﻋﻼﻨﻴﺔ ﺩﻭﻥ ﻏﻴﺭﻫﺎ‪(.‬‬
‫‪ ٧‬ـ ﺒﻴﺌﺔ ﻭﺴﺎﺌل ﺍﻹﻋﻼﻥ )ﻤﺎ ﻨﻭﻉ ﺍﻝﺒﺭﺍﻤﺞ ﺍﻝﺘﻲ ﻴﻌﺭﻀﻬﺎ ﺍﻝﺘﻠﻔﺯﻴﻭﻥ‪ ،‬ﺍﻭ‬
‫ﺘﺒﺜﻬﺎ ﺍﻻﺫﺍﻋﺔ‪ ،‬ﻭﻤﺎ ﻫﻲ ﺍﻝﻤﻭﺍﻀﻴﻊ ﺍﻝﺘﻲ ﺘﻨﺸﺭﻫﺎ ﺍﻝﺼﺤﻴﻔﺔ ﺃﻭ ﺘﻨﺸﺭﻫﺎ ﺍﻝﻤﺠﻠـﺔ‪،‬‬
‫ﻭﻤﺎ ﻫﻭ ﺍﻝﺠﻭ ﺍﻝﻌﺎﻡ ﻓﻲ ﻜل ﻭﺴﻴﻠﺔ ﻤﻥ ﻫﺫﻩ ﺍﻝﻭﺴﺎﺌل؟ ﻜﺫﻝﻙ ﻤـﺎ ﻫـﻲ ﺴﻴﺎﺴـﺔ‬
‫ﺍﻝﻭﺴﻴﻠﺔ ﺘﺠﺎﻩ ﻤﺸﺎﻫﺩﻴﻬﺎ ﺃﻭ ﻗﺭﺍﺌﻬﺎ؟ ﻭﻤﺎ ﻫﻲ ﻁﺒﻴﻌﺔ ﻭﺘﻁﻠﻌﺎﺕ ﺠﻤﻬﻭﺭ ﻜل ﻭﺴﻴﻠﺔ‬
‫ﻤﻥ ﻫﺫﻩ ﺍﻝﻭﺴﺎﺌل ﺍﻹﻋﻼﻨﻴﺔ؟ ﻓﺎﻝﻤﺤﻁﺔ ﺍﻝﺘﻠﻔﺯﻴﻭﻨﻴﺔ ﺍﻝﺘﻲ ﺘﻜﺭﺱ ﻭﻗﺕ ﺍﻝﺒﺙ ﺍﻝﺫﻫﺒﻲ‬
‫ﻼ ﻗﺩ ﻻ ﺘﺘﻼﺌﻡ ﻤﻊ ﺭﻏﺒﺎﺕ ﺸـﺭﻜﺔ ﺘﺭﻴـﺩ‬
‫"ﺫﺭﻭﺓ ﺍﻝﺒﺙ" ﻝﻌﺭﺽ ﺃﻓﻼﻡ ﻋﻨﻑ ﻤﺜ ﹰ‬
‫ﺍﻹﻋﻼﻥ ﻋﻥ ﻤﻨﺘﺠﺎﺕ ﺃﻭ ﺨﺩﻤﺎﺕ ﺘﺴﺘﻬﺩﻑ ﺠﻤﻬﻭﺭ ﺍﻝﺭﺍﻓﻀﻴﻥ ﻝﻠﻌﻨﻑ‪.‬‬
‫ﻭﺒﺄﺨﺘﺼﺎﺭ ﻓﺈﻥ ﺍﻝﻭﺴﻴﻠﺔ ﺍﻝﻤﺭﺸﺤﺔ ﻝﻼﺨﺘﻴﺎﺭ ﻤﻥ ﺠﺎﻨﺏ ﺍﻝﻤﻌﻠﻥ ﻫﻲ ﺘﻠـﻙ‬
‫ﺍﻝﺘﻲ ﺘﻭﻓﺭﺍﻷﺘﻲ‪:‬‬
‫ﺠﻤﻬﻭﺭ ﻤﻨﺎﺴﺏ ـ ﺘﻐﻁﻴﺔ ﻤﻼﺌﻤﺔ ـ ﻓﻲ ﺍﻝﺘﻭﻗﻴﺕ ﺍﻝﺼـﺤﻴﺢ ـ ﺭﺅﻴـﺔ‬
‫ﻤﻨﺎﺴﺒﺔ ﺍﻀﺎﻓﻴﺔ ـ ﺒﺎﺴﻌﺎﺭ ﺍﻗﺘﺼﺎﺩﻴﺔ ـ ﻤﻊ ﺒﻴﺌﺔ ﻤﺤﻴﻁﺔ ﻤﺩﻋﻤﺔ ـ ﻗﺩﺭﺓ ﻋﻠـﻰ‬
‫ﺘﻭﺼﻴل ﺍﻝﺭﺴﺎﻝﺔ ﺍﻝﻤﺒﺘﻜﺭﺓ ﺍﻝﺼﺤﻴﺤﺔ)‪.(٢‬‬
‫ﻭﺒﻌﺩ ﺍﺨﺘﻴﺎﺭ ﺍﻝﻭﺴﻴﻠﺔ ﺍﻝﻤﻨﺎﺴﺒﺔ ﻤﻥ ﻗﺒل ﺍﻝﻤﻌﻠﻥ ﻭﻓﻕ ﺍﻻﻋﺘﺒﺎﺭﺍﺕ ﺍﻝﺴﺎﺒﻘﺔ‪،‬‬
‫ﻴﺠﺊ ﺩﻭﺭ ﺍﺨﺘﻴﺎﺭ ﺍﻝﻘﻨﺎﺓ ﺃﻭ ﺃﻻﺩﺍﺓ ﻓﻲ ﺍﻁﺎﺭ ﺍﻝﻭﺴﻴﻠﺔ ﺍﻝﺘﻲ ﻭﻗﻊ ﻋﻠﻴﻬﺎ ﺍﻻﺨﺘﻴـﺎﺭ‪،‬‬
‫ﻼ ـ ﻫﻭ ﻭﺴﻴﻠﺔ ﺇﻋﻼﻨﻴﺔ‪ ،‬ﻝﻜﻥ ﻓﻲ ﺍﻁﺎﺭ ﺍﻝﺘﻠﻔﺯﻴﻭﻥ ﺘﻅل ﻫﻨﺎﻙ‬
‫ﻓﺎﻝﺘﻠﻔﺯﻴﻭﻥ ـ ﻤﺜ ﹰ‬
‫ﺍﻝﻌﺩﻴﺩ ﻤﻥ ﺍﻝﻘﻨﻭﺍﺕ ﺍﻝﺘﻠﻔﺯﻴﻭﻨﻴﺔ ﺍﻝﺘﻲ ﺘﺘﻁﻠﺏ ﺍﻝﻤﻔﺎﻀﻠﺔ ﺒﻴﻨﻬﺎ‪ ،‬ﻭﺤﺘﻰ ﺒﻌﺩ ﺘﺤﺩﻴـﺩ‬
‫ﻗﻨﺎﺓ ﺘﻠﻔﺯﻴﻭﻨﻴﺔ ﻤﻌﻴﻨﺔ ﻓﺈﻥ ﺍﻷﻤﺭ ﻴﺴﺘﺩﻋﻲ ﺃﺘﺨﺎﺫ ﻗﺭﺍﺭ ﺒﺸﺄﻥ ﺍﻝﺘﻭﻗﻴﺕ ﺍﻝﻤﻨﺎﺴﺏ‪ ،‬ﺃﻭ‬
‫ﺍﻝﻤﻜﺎﻥ ﺍﻝﻤﻼﺌﻡ ﻝﺒﺙ ﺃﻭ ﻨﺸﺭ ﺍﻹﻋﻼﻥ‪.‬‬
‫ﻼ ـ ﻜﻭﺴﻴﻠﺔ ﺇﻋﻼﻨﻴﺔ ﻤﻥ ﻗﺒل ﺍﻝﻤﻌﻠﻥ‪،‬‬
‫ﻭﺇﺫﺍ ﻤﺎ ﺘﻡ ﺍﺨﺘﻴﺎﺭ ﺍﻝﺼﺤﺎﻓﺔ ـ ﻤﺜ ﹰ‬
‫ﻓﺈﻥ ﺫﻝﻙ ﻴﺘﻁﻠﺏ ﺘﺤﺩﻴﺩ ﺍﻝﺼﺤﻴﻔﺔ ﺃﻭ ﺍﻝﺼﺤﻑ ﺍﻝﻤﺤﺩﺩﺓ ﻭﻓﻘﹰﺎ ﻝﻤﻌﺎﻴﻴﺭ ﻤﻌﻴﻨﺔ‪ ،‬ﺜـﻡ‬
‫‪Copyright © 2017.‬‬
‫‪copyright law.‬‬

‫‪-٢١٧-‬‬

‫‪EBSCO Publishing : eBook Arabic Collection Trial - printed on 4/4/2020 5:48 PM via MINISTÈRE DE L''EDUCATION‬‬
‫‪NATIONALE, DE LA FORMATION PROFESSIONNELLE‬‬
‫; ‪AN: 1945112‬‬ ‫;‪.‬‬
‫‪Account: ns063387‬‬
. All rights reserved. May not be reproduced in any form without permission from the publisher, except fair uses permitted under U.S. or applicable

‫ ﺃﻡ‬،‫ ﻫل ﺍﻝﺼـﻔﺤﺔ ﺍﻷﻭﻝـﻰ ﻤـﺜﻼﹰ‬،‫ ﻭﻤﻭﻗﻊ ﺍﻝﻨﺸﺭ‬،‫ﺘﺤﺩﻴﺩ ﺍﻝﻤﺴﺎﺤﺔ ﺍﻝﻤﺨﺼﺼﺔ‬

‫ ﻭﻴﻨﻁﺒﻕ ﺫﻝﻙ ﺍﻴﻀﹰﺎ ﻋﻠـﻰ ﺒﻘﻴـﺔ‬..‫ ﺍﻝﺦ‬..‫ ﺃﻡ ﺃﺤﺩﻯ ﺍﻝﺼﻔﺤﺎﺕ ﺍﻝﺩﺍﺨﻠﻴﺔ‬،‫ﺍﻷﺨﻴﺭﺓ‬
.‫ﺍﻝﻭﺴﺎﺌل ﺍﻹﻋﻼﻨﻴﺔ ﺍﻷﺨﺭﻯ‬
‫ﻭﻨﺘﻨﺎﻭل ﻓﻲ ﺍﻝﺼﻔﺤﺎﺕ ﺍﻝﺘﺎﻝﻴﺔ ﺍﻝﻭﺴﺎﺌل ﺍﻝﻤﺨﺘﻠﻔﺔ ﻝﻺﻋـﻼﻥ ﺒﺸـﺊ ﻤـﻥ‬
.‫ﺍﻝﺘﻔﺼﻴل‬
Copyright © 2017.
copyright law.

-٢١٨-

EBSCO Publishing : eBook Arabic Collection Trial - printed on 4/4/2020 5:48 PM via MINISTÈRE DE L''EDUCATION
NATIONALE, DE LA FORMATION PROFESSIONNELLE
AN: 1945112 ; .;
Account: ns063387
‫‪. All rights reserved. May not be reproduced in any form without permission from the publisher, except fair uses permitted under U.S. or applicable‬‬

‫ﻭﺴﺎﺌل ﺍﻹﻋﻼﻥ ﺍﻝﻤﻁﺒﻭﻋﺔ‬

‫ﺘﺘﻤﺜل ﻭﺴﺎﺌل ﺍﻹﻋﻼﻥ ﺍﻝﻤﻁﺒﻭﻋﺔ ﻓﻲ ﻜـل ﻤـﻥ‪ :‬ﺍﻝﺼـﺤﺎﻓﺔ‪ ،‬ﻭﺍﻝﺒﺭﻴـﺩ‬

‫ﺍﻝﻤﺒﺎﺸﺭ‪ ،‬ﻭﺘﻨﻘﺴﻡ ﺍﻝﺼﺤﺎﻓﺔ ﺒﺩﻭﺭﻫﺎ ﺇﻝﻰ ﻜﻠﻤﻥ‪ :‬ﺍﻝﺠﺭﺍﺌﺩ‪ ،‬ﻭﺍﻝﻤﺠﻼﺕ‪ ،‬ﻭﺴـﻨﺘﻨﺎﻭل‬
‫ﻓﻲ ﻫﺫﺍ ﺍﻝﻔﺼل ﻭﺒﺎﻝﺘﻔﺼﻴل ﺍﻝﻤﻨﺎﺴﺏ ﺃﻫﻤﻴﺔ ﻜل ﻭﺴـﻴﻠﺔ ﻤـﻥ ﻫـﺫﻩ ﺍﻝﻭﺴـﺎﺌل‬
‫ﻭﺨﺼﺎﺌﺼﻬﺎ " ﻤﺯﺍﻴﺎﻫﺎ ﻭﻋﻴﻭﺒﻬﺎ" ﺍﻹﻋﻼﻨﻴﺔ‪ ،‬ﻭﺫﻝﻙ ﻜﺎﻝﺘﺎﻝﻲ‪.‬‬

‫ﺃﻭﻻ‪ :‬ﺍﻝﺼﺤﺎﻓﺔ‪:‬‬
‫ﺘﻌﺘﺒﺭ ﺍﻝﺼﺤﺎﻓﺔ ﻤﻥ ﺃﻗﺩﻡ ﻭﺴﺎﺌل ﺍﻹﻋﻼﻡ ﺍﻝﺘﻲ ﻋﺭﻓﺘﻬﺎ ﺍﻝﺒﺸـﺭﻴﺔ‪ ،‬ﺤﻴـﺙ‬
‫ﺴﺒﻘﺕ ﻜل ﻤﻥ ﺍﻝﺭﺍﺩﻴﻭ ﻭﺍﻝﺴﻴﻨﻤﺎ ﻭﺍﻝﺘﻠﻴﻔﺯﻴﻭﻥ ﺒﻜﺜﻴﺭ‪ ،‬ﻭﻗﺩ ﻋﺭﻑ ﺍﻹﻋﻼﻥ ﻁﺭﻴﻘﺔ‬
‫ﺇﻝﻴﻬﺎ ﻤﺒﻜﺭﺍﹰ‪ ،‬ﺤﺘﻰ ﺃﻨﻪ ﻴﻤﻜﻨﻨﺎ ﺍﻝﻘﻭل ﺒﺄﻥ ﺍﻝﺘﻁﻭﺭﺍﺕ ﺍﻝﺘﻲ ﺸﻬﺩﺘﻬﺎ ﺍﻝﺼﺤﺎﻓﺔ ﻋﺒﺭ‬
‫ﻤﺭﺍﺤﻠﻬﺎ ﺍﻝﻤﺨﺘﻠﻔﺔ ﺍﻨﻌﻜﺴﺕ ﺒﺩﻭﺭﻫﺎ ﻋﻠﻰ ﺍﻹﻋﻼﻥ‪ ،‬ﻓﺘﻁﻭﺭ ﺍﻝﺼﺤﺎﻓﺔ ﻤﻥ ﺸﻜﻠﻬﺎ‬
‫ﺍﻝﺒﺩﺍﺌﻲ ﺍﻝﻘﺩﻴﻡ ﺇﻝﻰ ﺸﻜﻠﻬﺎ ﺍﻝﺤﺩﻴﺙ ﻜﺎﻥ ﻝﻪ ﺃﻜﺒﺭ ﺍﻷﺜﺭ ﻋﻠﻰ ﺘﻁﻭﺭ ﺍﻹﻋﻼﻥ ﺍﻝﺫﻱ‬
‫ﻭﺠﺩ ﻓﻲ ﺍﻝﺼﺤﺎﻓﺔ ﻤﺎ ﻴﺒﺤﺙ ﻋﻨﻪ ﻤﻥ ﺴﻌﺔ ﺍﻨﺘﺸﺎﺭ ﻭﻗﻭﺓ ﺘﺄﺜﻴﺭ ﻭﺇﻤﻜﺎﻨﻴﺎﺕ ﻫﺎﺌﻠﺔ‬
‫ﺘﺭﻓﻊ ﻤﻥ ﺸﺄﻨﻪ ﻭﺘﺯﻴﺩ ﻤﻥ ﺃﻫﻤﻴﺘﻪ‪ ،‬ﻭﻋﻠﻰ ﺍﻝﺭﻏﻡ ﻤﻥ ﻅﻬﻭﺭ ﺍﻝﺭﺍﺩﻴﻭ ﺒﻌﺩ ﺫﻝﻙ‪ ،‬ﺜﻡ‬
‫ﺍﻝﺘﻠﻴﻔﺯﻴﻭﻥ ﻜﻭﺴﺎﺌل ﺍﺘﺼﺎل ﺠﻤﺎﻫﻴﺭﻴﺔ ﻝﻬـﺎ ﻤﻤﻴﺯﺍﺘﻬـﺎ ﺍﻝﺘﻜﻨﻭﻝﻭﺠﻴـﺔ ﺍﻝﻌﺎﻝﻴـﺔ‪،‬‬
‫ﻭﺨﺎﺼﺔ ﺍﻝﺘﻠﻴﻔﺯﻴﻭﻥ ﺍﻝﺫﻱ ﺠﻤﻊ ﺒﻴﻥ ﺍﻝﺼﻭﺕ ﻭﺍﻝﺼﻭﺭﺓ ﻤﻌﹰﺎ ﻤﻤﺎ ﺠﻌﻠﻪ ﻴﺴـﺘﺤﻭﺫ‬
‫‪-‬ﺭﻏـﻡ ﻜـل‬ ‫ﻋﻠﻰ ﻜﻡ ﻫﺎﺌل ﻤﻥ ﺍﻹﻋﻼﻨﺎﺕ‪ ،‬ﺇﻻ ﺃﻥ ﺍﻝﺼﺤﺎﻓﺔ ﻅﻠﺕ ﺘﺤـﺎﻓﻅ‬
‫ﺍﻝﻤﺨﺎﻁﺭ‪ -‬ﻋﻠﻰ ﺃﻫﻤﻴﺘﻬﺎ ﺍﻹﻋﻼﻨﻴﺔ ﻭﺘﺠﺫﺏ ﺇﻝﻴﻬﺎ ﻋﺩﺩﹰﺍ ﻜﺒﻴﺭﹰﺍ ﻤﻥ ﺍﻝﻤﻌﻠﻨﻴﻥ‪.‬‬
‫ﻭﻋﻠﻰ ﺍﻝﺭﻏﻡ ﻤﻥ ﺒﻌﺽ ﺍﻝﺘﻭﻗﻌﺎﺕ ﺍﻝﺘﻲ ﺘﺸﻴﺭ ﺇﻝﻰ ﺃﻥ ﺍﻹﻨﺘﺭﻨـﺕ ﺴـﻭﻑ‬
‫ﻴﻠﺘﻬﻡ ﺍﻝﻨﺴﺒﺔ ﺍﻷﻜﺒﺭ ﻤﻥ ﺍﻹﻋﻼﻨﺎﺕ‪ ،‬ﻭﻫﻭ ﻤﺎ ﻴﺘﻭﻗﻊ ﺃﻥ ﻴﻜﻭﻥ ﻝﻪ ﺃﺜﺭﹰﺍ ﺴﻴﺌﹰﺎ ﻋﻠﻰ‬
‫‪Copyright © 2017.‬‬
‫‪copyright law.‬‬

‫‪-٢١٩-‬‬

‫‪EBSCO Publishing : eBook Arabic Collection Trial - printed on 4/4/2020 5:48 PM via MINISTÈRE DE L''EDUCATION‬‬
‫‪NATIONALE, DE LA FORMATION PROFESSIONNELLE‬‬
‫; ‪AN: 1945112‬‬ ‫;‪.‬‬
‫‪Account: ns063387‬‬
‫‪. All rights reserved. May not be reproduced in any form without permission from the publisher, except fair uses permitted under U.S. or applicable‬‬

‫)‪(٣‬‬
‫ﺍﻝﺘﻲ ﺴﺘﻔﻘﺩ ﺒﺫﻝﻙ ﺃﻫﻡ ﻤﺼﺎﺩﺭﻫﺎ ﺍﻝﺘﻤﻭﻴﻠﻴﺔ‪ ،‬ﺇﻻ ﺃﻨﻪ ﻓﻲ‬ ‫ﻭﺴﺎﺌل ﺍﻹﻋﻼﻡ ﺍﻷﺨﺭﻯ‬
‫ﺍﻝﻤﻘﺎﺒل ﻨﻌﺘﻘﺩ ﺃﻥ ﺘﺄﺜﻴﺭ ﺍﻹﻨﺘﺭﻨﺕ ﺴﻴﻅل ﻤﺤﺩﻭﺩﹰﺍ ﻝﻌﺩﺓ ﺃﺴﺒﺎﺏ ﻤﻥ ﺃﻫﻤﻬﺎ ﻗﻠﺔ ﻋﺩﺩ‬
‫ﺍﻝﻤﺘﻌﺎﻤﻠﻴﻥ ﻤﻊ ﺍﻝﺸﺒﻜﺔ ﺨﺎﺼﺔ ﻓﻲ ﺒﻠﺩﺍﻥ ﺍﻝﻌﺎﻝﻡ ﺍﻝﺜﺎﻝﺙ‪ ،‬ﺒل ﻭﺍﻨﻌﺩﺍﻡ ﺫﻝﻙ ﻓﻲ ﺒﻌﺽ‬
‫ﺍﻝﺒﻠﺩﺍﻥ ﺍﻷﻜﺜﺭ ﻓﻘﺭﺍﹰ‪ ،‬ﻭﺍﺭﺘﻔﺎﻉ ﺃﺴﻌﺎﺭ ﺃﺠﻬﺯﺓ ﺍﻝﻜﻤﺒﻴﻭﺘﺭ ﺒﺎﻝﻨﺴﺒﺔ ﻝﺩﺨﻭل ﺍﻝﻜﺜﻴﺭﻴﻥ‪،‬‬
‫ﺒﺎﻹﻀﺎﻓﺔ ﺇﻝﻰ ﺃﺴﻌﺎﺭ ﺍﻻﺸﺘﺭﺍﻜﺎﺕ‪ ،‬ﻭﻭﺠﻭﺩ ﺒﻌﺽ ﺍﻝﻌﺭﺍﻗﻴل ﻭﺍﻝﻀﻭﺍﺒﻁ ﺍﻝﺼﺎﺭﻤﺔ‬
‫ﺍﻝﺘﻲ ﺘﻀﻌﻬﺎ ﺍﻷﺠﻬﺯﺓ ﺍﻷﻤﻨﻴﺔ ﻓﻲ ﺒﻌﺽ ﺍﻝﺩﻭل ﻝﻠﺘﻌﺎﻤل ﻤﻊ ﺸﺒﻜﺔ ﺍﻹﻨﺘﺭﻨﺕ‪ ،‬ﻝﻜل‬
‫ﺫﻝﻙ ﻓﺈﻨﻨﺎ ﻨﺭﻯ ﺃﻥ ﺍﻝﻭﻗﺕ ﻻ ﻴﺯﺍل ﻤﺒﻜﺭﹰﺍ ﻝﻜﻲ ﻴﺩﺨل ﺍﻹﻨﺘﺭﻨﺕ ﻓﻲ ﻤﻨﺎﻓﺴﺔ ﻗﻭﻴﺔ‬
‫ﻤﻊ ﺍﻝﺼﺤﺎﻓﺔ‪ ،‬ﺒل ﺇﻨﻨﺎ ﻨﻤﻴل ﺇﻝﻰ ﺍﻻﻋﺘﻘﺎﺩ ﺇﻝﻰ ﺃﻥ ﺍﻹﻨﺘﺭﻨﺕ ﻗﺩ ﺴﺎﻋﺩ ﻋﻠﻰ ﺍﻨﺘﺸﺎﺭ‬
‫ﺍﻝﺼﺤﻑ ﺍﻝﺘﻲ ﺃﺨﺫ ﻋﺩﺩﹰﺍ ﻜﺒﻴﺭﹰﺍ ﻤﻨﻬﺎ ﻤﻭﺍﻗﻌﹰﺎ ﻝﻪ ﻋﻠﻰ ﺍﻝﺸﺒﻜﺔ ﺍﻝﺩﻭﻝﻴﺔ ﻝﺘﻜﻭﻥ ﻤﺘﺎﺤﺔ‬
‫ﻝﻤﻼﻴﻴﻥ ﺍﻝﻘﺭﺍﺀ ﻓﻲ ﺃﻨﺤﺎﺀ ﺸﺘﻰ ﻤﻥ ﺍﻝﻌﺎﻝﻡ ﻭﻫﻭ ﻤﺎ ﻨﺭﻯ ﺃﻨﻪ ﻋﺯﺯ ﻤـﻥ ﻤﻜﺎﻨـﺔ‬
‫ﺍﻝﺼﺤﺎﻓﺔ ﻭﺃﻫﻤﻴﺘﻬﺎ‪ ،‬ﻭﻝﻡ ﻴﻀﻌﻑ ﻤﻨﻬﺎ‪.‬‬
‫ﻭﺒﺎﻝﺘﺎﻝﻲ ﻓﺈﻨﻪ ﻭﻜﻤﺎ ﺍﺴﺘﻁﺎﻋﺕ ﺍﻝﺼﺤﺎﻓﺔ ﺃﻥ ﺘﺤﺎﻓﻅ ﻋﻠﻰ ﻤﻜﺎﻨﺘﻬﺎ ﻭﻗﻴﻤﺘﻬﺎ‬
‫ﺍﻹﻋﻼﻨﻴﺔ ﻋﻘﺏ ﻅﻬﻭﺭ ﺍﻝﺘﻠﻴﻔﺯﻴﻭﻥ ﺍﻝﺫﻱ ﻅﻥ ﺍﻝﻜﺜﻴﺭﻴﻥ ﺤﻴﻨﻬﺎ ﺃﻨﻪ ﺴﻭﻑ ﻴﻨﻔـﺭﺩ‬
‫ﺒﺴﻭﻕ ﺍﻹﻋﻼﻨﺎﺕ ﻭﻴﻠﺘﻬﻤﻬﺎ ﻤﻤﺎ ﻴﻬﺩﺩ ﺍﻝﺼﺤﻑ ﺒﺎﻹﻓﻼﺱ ﻭﺍﻝﺘﻭﻗﻑ‪ ،‬ﻓﺈﻨﻨﺎ ﻨﻌﺘﻘـﺩ‬
‫ﺃﻥ ﺍﻝﺼﺤﺎﻓﺔ ﻜﺫﻝﻙ ﺴﺘﻅل ﺘﻁﻭﺭ ﻤﻥ ﻨﻔﺴﻬﺎ ﺒﻤﺎ ﻴﻤﻜﻨﻬﺎ ﻤﻥ ﺃﻥ ﺘﺤﺘﻔﻅ ﺒﻌﺩﺩ ﻤﻥ‬
‫ﺍﻝﺨﺼﺎﺌﺹ ﺍﻹﻋﻼﻨﻴﺔ ﺍﻝﺘﻲ ﻻ ﺘﺘﻭﺍﻓﺭ ﻓـﻲ ﻏﻴﺭﻫـﺎ ﻤـﻥ ﻭﺴـﺎﺌل ﺍﻻﺘﺼـﺎل‬
‫ﺍﻝﺠﻤﺎﻫﻴﺭﻴﺔ ﺍﻷﺨﺭﻯ‪ ،‬ﻭﺍﻝﺘﻲ ﻅﻠﺕ ﻤﺭﺘﺒﻁﺔ ﺒﻬﺎ ﺭﻏﻡ ﻜل ﻤﺎ ﺸﻬﺩﺘﻪ ﺘﻠﻙ ﺍﻝﻭﺴﺎﺌل‬
‫ﻤﻥ ﺜﻭﺭﺓ ﺘﻜﻨﻭﻝﻭﺠﻴﺔ ﻫﺎﺌﻠﺔ‪ ،‬ﻓﺎﺴﺘﺨﺩﺍﻡ ﺍﻝﺼﺤﺎﻓﺔ ﻜﻭﺴـﻴﻠﺔ ﺇﻋﻼﻨﻴـﺔ ﻝـﻪ ﻋـﺩﺓ‬
‫ﺨﺼﺎﺌﺹ ﺘﻨﻔﺭﺩ ﺒﻬﺎ ﻫﺫﻩ ﺍﻝﻭﺴﻴﻠﺔ ]ﺠﺭﺍﺌﺩ ﻭﻤﺠﻼﺕ[ ﻋﻥ ﻏﻴﺭﻫﺎ ﻤـﻥ ﻭﺴـﺎﺌل‬
‫ﺍﻝﻨﺸﺭ ﺍﻹﻋﻼﻨﻲ ﺍﻷﺨﺭﻯ‪ ،‬ﻭﺫﻝﻙ ﻜﺎﻝﺘﺎﻝﻲ‪:‬‬
‫‪Copyright © 2017.‬‬
‫‪copyright law.‬‬

‫‪-٢٢٠-‬‬

‫‪EBSCO Publishing : eBook Arabic Collection Trial - printed on 4/4/2020 5:48 PM via MINISTÈRE DE L''EDUCATION‬‬
‫‪NATIONALE, DE LA FORMATION PROFESSIONNELLE‬‬
‫; ‪AN: 1945112‬‬ ‫;‪.‬‬
‫‪Account: ns063387‬‬
‫‪. All rights reserved. May not be reproduced in any form without permission from the publisher, except fair uses permitted under U.S. or applicable‬‬

‫ﺨﺼﺎﺌﺹ ﺍﻝﺠﺭﺍﺌﺩ ﻜﻭﺴﻴﻠﺔ ﺇﻋﻼﻨﻴﺔ‪:‬‬

‫ﺃ ‪ -‬ﻤﺯﺍﻴﺎ ﺍﻝﺠﺭﺍﺌﺩ ﻜﻭﺴﻴﻠﺔ ﺇﻋﻼﻨﻴﺔ‪:‬‬
‫‪ -١‬ﺍﻝﻤﺭﻭﻨﺔ ﺍﻝﺠﻐﺭﺍﻓﻴـﺔ‪ :‬ﺘﺤﻘﻕ ﺍﻝﺠﺭﺍﺌﺩ ﺍﻝﻤﺭﻭﻨﺔ ﺍﻝﺠﻐﺭﺍﻓﻴـﺔ ﺍﻝﻼﺯﻤـﺔ‬
‫ﻷﺼﺤﺎﺏ ﺍﻹﻋﻼﻨﺎﺕ‪ ،‬ﻭﺘﺴﻬل ﻝﻬﻡ ﺒﺎﻝﺘﺎﻝﻲ ﻋﻤﻠﻴﺔ ﺍﺨﺘﻴـﺎﺭ ﻭﺘﺤﺩﻴـﺩ ﺍﻷﺴـﻭﺍﻕ‬
‫ﻭﺍﻝﻤﻨﺎﻁﻕ ﺍﻝﺠﻐﺭﺍﻓﻴﺔ ﺍﻝﻤﻁﻠﻭﺏ ﻭﺼﻭل ﺍﻹﻋﻼﻥ ﺇﻝﻴﻬﺎ‪ ،‬ﻓﻘﺩ ﻴﺭﻏﺏ ﺍﻝﻤﻌﻠﻥ ﻓـﻲ‬
‫ﺘﺭﻜﻴﺯ ﺇﻋﻼﻨﻪ ﻓﻲ ﺍﻝﻤﻨﺎﻁﻕ ﺍﻝﺘﻲ ﺘﻭﺯﻉ ﻓﻴﻬﺎ ﺍﻝﺴﻠﻌﺔ ﺃﻭ ﺘﺴﻭﻕ ﻓﻴﻬﺎ ﺍﻝﺨﺩﻤـﺔ‪ ،‬ﺃﻭ‬
‫ﺃﻥ ﻴﻘﺼﺭ ﺇﻋﻼﻨﺎﺘﻪ ﻋﻠﻰ ﺍﻝﻤﻨﺎﻁﻕ ﺍﻝﺘﻲ ﻴﺯﺩﺍﺩ ﻓﻴﻬﺎ ﺘﻭﺯﻴﻊ ﺴﻠﻌﺘﻪ‪ ،‬ﺃﻭ ﺘﻠﻙ ﺍﻝﺘـﻲ‬
‫ﻝﻬﺎ ﻓﺭﻭﻉ ﻭﻤﺭﺍﻜﺯ ﺘﻭﺯﻴﻊ ﻝﻠﻤﻨﺘﺞ ﺍﻝﻤﻌﻠﻥ ﻋﻨﻪ‪ ،‬ﻭﻗﺩ ﻴﺘﻭﺠﻪ ﺍﻝﻤﻌﻠﻥ ﻜـﺫﻝﻙ ﺇﻝـﻰ‬
‫ﺃﺴﻭﺍﻕ ﺫﺍﺕ ﻤﺴﺘﻭﻴﺎﺕ ﺍﻗﺘﺼﺎﺩﻴﺔ ﻭﺍﺠﺘﻤﺎﻋﻴﺔ ﻤﻌﻴﻨﺔ ﺩﻭﻥ ﻏﻴﺭﻫـﺎ‪ ،‬ﻭﻗـﺩ ﻴﻘـﻭﻡ‬
‫ﺍﻝﻤﻌﻠﻨﻴﻥ ﻋﻠﻰ ﺍﻝﻤﺴﺘﻭﻯ ﺍﻝﻘﻭﻤﻲ ﺒﺘﺭﻜﺯ ﺇﻋﻼﻨﺎﺘﻬﻡ ﺍﻝﺼﺤﻔﻴﺔ ﻓﻲ ﺒﻌﺽ ﺍﻝﻤﻨـﺎﻁﻕ‬
‫ﺍﻝﺘﻲ ﻴﺼﻌﺏ ﻓﻴﻬﺎ ﺍﻝﻭﺼﻭل ﺇﻝﻰ ﺍﻝﺠﻤﻬﻭﺭ ﺍﻝﻤﺴﺘﻬﺩﻑ‪ ،‬ﺃﻭ ﻴﺯﻴﺩﻭﻥ ﻤـﻥ ﺤﺠـﻡ‬
‫ﺇﻋﻼﻨﺎﺘﻬﻡ ﻓﻲ ﺍﻷﺴﻭﺍﻕ ﺍﻝﺘﻲ ﻴﺘﻭﻗﻌﻭﻥ ﻓﻴﻬﺎ ﺩﺭﺠﺔ ﻤﺒﻴﻌـﺎﺕ ﻤﺭﺘﻔﻌـﺔ‪ .‬ﻭﻴﺭﻜـﺯ‬
‫ﺍﻝﻤﻌﻠﻨﻭﻥ ﻋﻠﻰ ﺍﻝﻤﺴﺘﻭﻯ ﺍﻝﻤﺤﻠﻲ ﺇﻋﻼﻨﺎﺘﻬﻡ ﻋﻠﻰ ﺴﻭﻕ ﻤﻌﻴﻥ ﻭﺫﻝﻙ ﻓﻲ ﺍﻝﻤﻨﺎﻁﻕ‬
‫ﺍﻝﺘﻲ ﻴﺘﻭﺍﺠﺩ ﺒﻬﺎ ﺃﻏﻠﺏ ﺍﻝﻤﺴﺘﻬﺩﻓﻴﻥ ﺍﻝﻤﺘﻭﻗﻌﻴﻥ‪ ،‬ﻭﺘﺼل ﺩﺭﺠﺔ ﺍﻝﻤﺭﻭﻨﺔ ﺍﻝﺠﻐﺭﺍﻓﻴﺔ‬
‫ﺍﻝﺘﻲ ﺘﺘﻴﺤﻬﺎ ﺍﻝﺠﺭﺍﺌﺩ ﻝﻠﻤﻌﻠﻨﻴﻥ ﺇﻝﻰ ﺃﻥ ﺒﻌﺽ ﺍﻝﺠﺭﺍﺌﺩ ﺘﺼـﺩﺭ ﺃﻋـﺩﺍﺩﹰﺍ ﺘﺤـﻭﻱ‬
‫ﺇﻋﻼﻨﺎﺕ ﻤﻌﻴﻨﺔ ﻤﻭﺠﻬﺔ ﺇﻝﻰ ﺃﺴﻭﺍﻕ ﻤﺤﺩﺩﺓ ﻓﻲ ﻨﻁﺎﻕ ﺠﻐﺭﺍﻓﻲ ﻤﻌﻴﻥ‪ ،‬ﻤﻊ ﺘﻤﻜﻴﻥ‬
‫ﺍﻝﻤﻌﻠﻥ ﻤﻥ ﻨﺸﺭ ﻨﻔﺱ ﺍﻹﻋﻼﻥ ﺒﺄﺴﺎﻝﻴﺏ ﻭﺃﺸﻜﺎل ﻤﺘﻌﺩﺩﺓ‪ ،‬ﺃﻱ ﺃﻥ ﺇﻋﻼﻨﹰﺎ ﻭﺍﺤﺩﹰﺍ ﻗﺩ‬
‫ﻴﺼﺩﺭ ﻓﻲ ﻨﻔﺱ ﺍﻝﻌﺩﺩ ﻤﻥ ﺍﻝﺠﺭﻴﺩﺓ ﺒﺄﻜﺜﺭ ﻤﻥ ﺸﻜل ﺒﺤﻴﺙ ﻴﺘﻭﺠﻪ ﻜل ﻤﻨﻬﺎ ﺇﻝـﻰ‬
‫ﺠﻤﻬﻭﺭ ﻤﻌﻴﻥ ﻓﻲ ﻤﻨﻁﻘﺔ ﺠﻐﺭﺍﻓﻴﺔ ﻤﺤﺩﺩﺓ)‪.(٤‬‬
‫‪-٢‬ﺃﻥ ﺍﻝﺠﺭﺍﺌﺩ ﺘﻔﻴﺩ ﻤﻥ ﺇﻋﻼﻨﺎﺘﻬﺎ ﻤﻥ ﺨﺎﺼﻴﺔ ﻭﻤﻴﺯﺍﺕ ﺍﻝﻤﺎﺩﺓ ﺍﻝﻤﻜﺘﻭﺒﺔ‪:‬‬
‫ﻤﻥ ﺤﻴﺙ ﻗﺩﺭﺘﻬﺎ ﻋﻠﻰ ﺨﻠﻘﺎﻝﺘﺄﺜﻴﺭ ﻋﻠﻰ ﺍﻝﻤﺘﻠﻘﻲ‪ ،‬ﻭﺒﺎﻝﺘﺎﻝﻲ ﻓﺈﻥ ﺍﻹﻋﻼﻥ ﺍﻝﻤﻜﺘﻭﺏ‬
‫)‪(٥‬‬
‫ﻭﻴﺼﻴﺭ ﺒﻨﺎﺀ ﻋﻠﻰ ﺫﻝـﻙ ﻤﺼـﺩﺭﺍ ﻫﺎﻤـﺎ‬ ‫ﻴﺤﻅﻰ ﺒﺎﻫﺘﻤﺎﻡ ﺃﻜﺒﺭ ﻤﻥ ﺍﻝﺠﻤﻬﻭﺭ‬
‫‪Copyright © 2017.‬‬
‫‪copyright law.‬‬

‫‪-٢٢١-‬‬

‫‪EBSCO Publishing : eBook Arabic Collection Trial - printed on 4/4/2020 5:48 PM via MINISTÈRE DE L''EDUCATION‬‬
‫‪NATIONALE, DE LA FORMATION PROFESSIONNELLE‬‬
‫; ‪AN: 1945112‬‬ ‫;‪.‬‬
‫‪Account: ns063387‬‬
‫‪. All rights reserved. May not be reproduced in any form without permission from the publisher, except fair uses permitted under U.S. or applicable‬‬

‫ﻝﻠﺤﺼﻭل ﻋﻠﻰ ﺍﻝﻤﻌﻠﻭﻤﺎﺕ‪ ،‬ﻭﻫﻭ ﻤﺎ ﺃﻜﺩﺘﻪ ﺍﻝﻌﺩﻴﺩ ﻤﻥ ﺍﻝﺩﺭﺍﺴﺎﺕ ﺍﻝﺘﻲ ﺃﺜﺒﺘـﺕ ﺃﻥ‬
‫ﺍﻝﻤﺴﺘﻬﻠﻜﻴﻥ ﻴﺜﻘﻭﻥ ﻓﻲ ﺼﺩﻕ ﺍﻹﻋﻼﻨﺎﺕ ﺍﻝﻤﻨﺸﻭﺭﺓ ﻓﻲ ﺍﻝﺠﺭﺍﺌﺩ ﺃﻜﺜﺭ ﻤﻥ ﺘﻠـﻙ‬
‫ﺍﻝﻤﻨﺸﻭﺭﺓ ﻓﻲ ﻏﻴﺭﻫﺎ ﻤﻥ ﻭﺴﺎﺌل ﺍﻝﻨﺸﺭ ﺍﻷﺨﺭﻯ‪ ،‬ﻭﻗﺩ ﺠﺎﺀ ﺘﺭﺘﻴﺏ ﺍﻝﺼﺤﻑ ﻋﻠﻰ‬
‫ﺃﻨﻬﺎ ﺍﻝﻭﺴﻴﻠﺔ ﺍﻹﻋﻼﻨﻴﺔ ﺍﻷﻜﺜﺭ ﻗﺎﺒﻠﻴﺔ ﻝﻠﺘﺼﺩﻴﻕ ﺒﺎﻝﻨﺴـﺒﺔ ﻝﻠﻭﺴـﺎﺌل ﺍﻹﻋﻼﻨﻴـﺔ‬
‫ﺍﻷﺨﺭﻯ ‪ ،‬ﻭﻨﻅﺭﺍ ﻷﻥ ﺍﻹﻋﻼﻥ ﺍﻝﻤﻨﺸﻭﺭ ﻓﻲ ﺍﻝﺠﺭﻴﺩﺓ ﻤﻜﺘﻭﺏ ﻭﻤﻠﻤﻭﺱ ﻝﻠﻘﺎﺭﺉ‬
‫ﻓﺈﻥ ﺫﻝﻙ ﻴﻤﻜﻥ ﺃﻥ ﻴﻜﻭﻥ ﻋﺎﻤﻼ ﻤﺴﺎﻋﺩﺍ ﻹﺜﺎﺭﺓ ﺍﻫﺘﻤﺎﻡ ﺍﻝﻘـﺎﺭﺉ ﺒﻤـﺎ ﻴﺤﻭﻴـﻪ‬
‫ﺍﻹﻋﻼﻥ ﻤﻥ ﻤﻌﻠﻭﻤﺎﺕ ﻭﺒﻴﺎﻨﺎﺕ ﺒﺤﻴﺙ ﻴﻤﻜﻨﻪ ﺃﻥ ﻴﺴﺠل ﺒﻌﺽ ﺍﻝﺒﻴﺎﻨـﺎﺕ ﺍﻝﺘـﻲ‬
‫ﻴﺭﻏﺏ ﻓﻲ ﺘﺴﺠﻴﻠﻬﺎ ﻜﻌﻨﻭﺍﻥ ﺍﻝﻤﻌﻠﻥ ﻤﺜﻼ ﻭﺭﻗـﻡ ﻫﺎﺘﻔـﻪ ‪ ،‬ﺃﻭ ﺤﺘـﻰ ﺇﻤﻜﺎﻨﻴـﺔ‬
‫ﺍﻻﺤﺘﻔﺎﻅ ﺒﺎﻹﻋﻼﻥ ﻭﺘﻘﺩﻴﻤﻪ ﻝﻤﻨﻔﺫ ﺒﻴﻊ ﺍﻝﺴﻠﻌﺔ ﺃﻭ ﺍﻝﺨﺩﻤﺔ ﺇﺫﺍ ﻜﺎﻥ ﺍﻝﻤﻌﻠـﻥ ﻴﻘـﺩﻡ‬
‫ﺨﺩﻤﺎﺕ ﺇﻀﺎﻓﻴﺔ ﻭﻤﻴﺯﺍﺕ ﺒﻴﻌﻴﺔ ﻤﻌﻴﻨﺔ ﺃﻭ ﺨﺼﻭﻤﺎﺕ ﻝﻤﻥ ﻴﺤﻤـل ﻤﻌـﻪ ﺫﻝـﻙ‬
‫ﺍﻹﻋﻼﻥ ‪ ،‬ﻭﻴﺠﻌل ﻜل ﺫﻝﻙ ﻤﻥ ﺍﻝﺼﺤﻑ ﻭﺴﻴﻠﺔ ﻤﺴﺎﻋﺩﺓ ﻝﻠﺘﺴﻭﻕ‪ ،‬ﻭﻫﻭ ﻤﺎ ﺃﻜﺩﺕ‬
‫ﻋﻠﻴﻪ ﺇﺤﺩﻯ ﺍﻝﺩﺭﺍﺴﺎﺕ ﺍﻝﺘﻲ ﺃﺜﺒﺘﺕ ﺃﻥ ‪ %٨٠‬ﻤﻥ ﺍﻝﻤﺴـﺘﻬﻠﻜﻴﻥ ﺃﺸـﺎﺭﻭﺍ ﺒـﺄﻥ‬
‫ﺍﻝﺼﺤﻑ ﺘﻤﺜل ﻝﻬﻡ ﺃﻜﺜﺭ ﺍﻝﻭﺴﺎﺌل ﺍﻝﻤﺴﺎﻋﺩﺓ ﻓﻲ ﻋﻤﻠﻴﺔ ﺍﻝﺘﺴﻭﻕ ﺍﻷﺴﺒﻭﻋﻴﺔ‪ ،‬ﻭﻴﻘﻭﻡ‬
‫ﺒﻌﺽ ﺍﻝﻤﺴﺘﻬﻠﻜﻴﻥ ﺒﺸﺭﺍﺀ ﺍﻝﺼﺤﻑ ﻝﻤﺎ ﺘﺤﺘﻭﻴﻪ ﻤﻥ ﺇﻋﻼﻨﺎﺕ ﻤﺘﻌﻠﻘـﺔ ﺒﺄﻤـﺎﻜﻥ‬
‫ﺘﻭﺍﺠﺩ ﺍﻝﺴﻠﻊ ﻭﺍﻝﺨﺩﻤﺎﺕ ﺍﻝﻤﺨﺘﻠﻔﺔ‪ ،‬ﻭﺍﻷﺴﻭﺍﻕ ﺍﻝﺘﻲ ﺘﻌﺭﺽ ﻓﻴﻬﺎ‪ ،‬ﻭﺍﻷﺴﻌﺎﺭ ﺍﻝﺘﻲ‬
‫ﺘﺒﺎﻉ ﺒﻬﺎ‪ ،‬ﻭﻏﻴﺭﻫﺎ ﻤﻥ ﺍﻝﻤﺯﺍﻴﺎ ﺍﻷﺨﺭﻯ ﺍﻝﺘﻲ ﺘﺠﻌﻠﻬﺎ ﺘﺨﺘﻠﻑ ﻋـﻥ ﻏﻴﺭﻫـﺎ)‪،(٦‬‬
‫ﻭﻴﻌﻜﺱ ﺫﻝﻙ ﻤﺎ ﺘﺘﻤﺘﻊ ﺒﻪ ﺍﻝﺼﺤﺎﻓﺔ ﻤﻥ ﺍﺤﺘﺭﺍﻡ ﻋﻅﻴﻡ ﻭﺜﻘﺔ ﻜﺒﻴﺭﺓ ﻓـﻲ ﻤﻌﻅـﻡ‬
‫ﺒﻠﺩﺍﻥ ﺍﻝﻌﺎﻝﻡ‪ ،‬ﺒﺤﻴﺙ ﺘﺘﻔﻭﻕ ﻓﻲ ﻫﺫﺍ ﺍﻝﺠﺎﻨﺏ ﻋﻠﻰ ﺒﻌـﺽ ﺍﻝﻭﺴـﺎﺌل ﺍﻹﻋﻼﻤﻴـﺔ‬
‫ﺍﻷﺨﺭﻯ‪ ،‬ﻭﻝﻌل ﻫﺫﺍ ﻤﺎ ﺠﻌل ﻋﺩﺩ ﻤﻥ ﺍﻷﻤﻴﻴﻥ ﻓﻲ ﻤﺼﺭ ﻴﺸـﺘﺭﻭﻥ ﺍﻝﺼـﺤﻑ‬
‫ﻝﻴﻘﺭﺃﻫﺎ ﻝﻬﻡ ﺒﻌﺽ ﺍﻝﻤﺘﻌﻠﻤﻴﻥ‪ ،‬ﺃﻭ ﻴﺠﺘﻤﻌﻭﻥ ﻓﻲ ﺍﻝﻤﻘـﺎﻫﻲ ﺃﻭ ﺍﻝـﺩﻭﺭ ﺍﻝﺭﻴﻔﻴـﺔ‬
‫ﻝﻼﺴﺘﻤﺎﻉ ﺇﻝﻰ ﺘﻼﻭﺓ ﺍﻝﺼﺤﻑ)‪.(٧‬‬
‫‪Copyright © 2017.‬‬
‫‪copyright law.‬‬

‫‪-٢٢٢-‬‬

‫‪EBSCO Publishing : eBook Arabic Collection Trial - printed on 4/4/2020 5:48 PM via MINISTÈRE DE L''EDUCATION‬‬
‫‪NATIONALE, DE LA FORMATION PROFESSIONNELLE‬‬
‫; ‪AN: 1945112‬‬ ‫;‪.‬‬
‫‪Account: ns063387‬‬
‫‪. All rights reserved. May not be reproduced in any form without permission from the publisher, except fair uses permitted under U.S. or applicable‬‬

‫ﻭﺒﺎﻝﻁﺒﻊ ﻓﺈﻥ ﻫﺫﻩ ﺍﻝﺠﻭﺍﻨﺏ ﺍﻹﻴﺠﺎﺒﻴﺔ ﻓﻲ ﺍﻝﺼﺤﻴﻔﺔ ﺘﺠﻌل ﻤﻥ ﺍﻹﻋﻼﻨﺎﺕ‬

‫ﺍﻝﺘﻲ ﺘﻨﺸﺭﻫﺎ ﻋﻠﻰ ﻗﺩﺭ ﻤﻥ ﺍﻻﻫﺘﻤﺎﻡ ﻭﺍﻝﺜﻘﺔ ﻭﺍﻻﺤﺘﺭﺍﻡ ﻓﻲ ﺃﻭﺴﺎﻁ ﻤﻥ ﻴﻘﺭﺃﻭﻨﻬـﺎ‬
‫ﺃﻭ ﻤﻥ ﺘﻘﺭﺃ ﻋﻠﻴﻬﻡ‪.‬‬
‫‪ -٣‬ﺘﻌﺩ ﺍﻝﺼﺤﻑ ﻤﻥ ﺃﺭﺨﺹ ﻭﺴﺎﺌل ﺍﻹﻋﻼﻡ ﺍﻝﺘـﻲ ﺘﻘـﺩﻡ ﺍﻹﻋـﻼﻥ‪،‬‬
‫ﻓﺎﻹﻋﻼﻥ ﻓﻲ ﺍﻝﺠﺭﺍﺌﺩ ﺃﻗل ﺘﻜﻠﻔﺔ ﻤﻥ ﻤﺜﻴﻠﻪ ﻓﻲ ﻭﺴﺎﺌل ﺍﻹﻋﻼﻡ ﺍﻷﺨﺭﻯ ﻜﺎﻝﺭﺍﺩﻴﻭ‬
‫ﻭﺍﻝﺴﻴﻨﻤﺎ ﻭﺍﻝﺘﻠﻴﻔﺯﻴﻭﻥ)‪ ،(٨‬ﻭﺫﻝﻙ ﺇﺫﺍ ﻗﻴﺱ ﺒﺄﺭﻗﺎﻡ ﺍﻝﺘﻭﺯﻴﻊ‪ ،‬ﻭﻴﻌﻭﺩ ﺫﻝـﻙ ﺇﻝـﻰ ﺃﻥ‬
‫ﺍﻝﺠﺭﺍﺌﺩ ﺘﻘﺩﻡ ﺭﺴﺎﻝﺔ ﺇﻋﻼﻨﻴﺔ ﻤﻭﺠﻬﺔ ﺇﻝﻰ ﺠﻤﻬﻭﺭ ﻜﺒﻴﺭ ﺍﻝﻌـﺩﺩ ﻴﻀـﻡ ﺸـﺭﺍﺌﺢ‬
‫ﻤﺘﻌﺩﺩﺓ ﻤﻥ ﺍﻝﻨﺎﺱ ﻋﻠﻰ ﺍﺨﺘﻼﻑ ﺃﻋﻤﺎﺭﻫﻡ ﻭﺃﻋﻤﺎﻝﻬﻡ ﻭﺘﻭﺍﺠﺩﻫﻡ‪ ،‬ﻭﺒﺎﻝﺘﺎﻝﻲ ﻓﻘـﺩ‬
‫ﻅﻠﺕ ﺍﻝﺼﺤﺎﻓﺔ ﻫﻲ ﺍﻝﻭﺴﻴﻠﺔ ﺍﻹﻋﻼﻨﻴﺔ ﺍﻷﻭﻝﻰ ﻓﻲ ﺍﻝﻌﺎﻝﻡ)‪ ،(٩‬ﺤﻴﺙ ﻴﺠـﺩ ﻓﻴﻬـﺎ‬
‫ﺼﻐﺎﺭ ﺍﻝﻤﻌﻠﻨﻴﻥ ﻤﻥ ﺫﻭﻱ ﺍﻹﻤﻜﺎﻨﻴﺎﺕ ﺍﻝﺒﺴﻴﻁﺔ ﻤﻜﺎﻨﹰﺎ ﻝﻨﺸﺭ ﺇﻋﻼﻨـﺎﺘﻬﻡ ﺒﺄﺴـﻌﺎﺭ‬
‫ﺘﺘﻔﻕ ﻭﺤﺠﻡ ﻨﺸﺎﻁﻬﻡ‪ ،‬ﻤﻤﺎ ﻴﺠﻌل ﻫﺅﻻﺀ ﻴﻘﺼﺭﻭﻥ ﺘﻌـﺎﻤﻠﻬﻡ ﺍﻹﻋﻼﻨـﻲ ﻋﻠـﻰ‬
‫ﺍﻝﺼﺤﻑ ﺩﻭﻥ ﻏﻴﺭﻫﺎ ﻤﻥ ﺍﻝﻭﺴﺎﺌل ﺍﻝﺠﻤﺎﻫﻴﺭﻴﺔ ﺍﻷﺨﺭﻯ ﺍﻝﺘﻲ ﻗﺩ ﺘﺤﺘـﺎﺝ ﺇﻝـﻰ‬
‫ﺘﻜﻠﻔﺔ ﺃﻜﺒﺭ‪ ،‬ﻭﻫﻜﺫﺍ ﻓﺈﻥ ﺭﺨﺹ ﺍﻹﻋﻼﻥ ﻋﻠﻰ ﺼﻔﺤﺎﺕ ﺍﻝﺠﺭﺍﺌﺩ ﻴﺠﻌﻠﻬﺎ ﻤﻥ ﺃﻜﺜﺭ‬
‫ﺍﻝﻭﺴﺎﺌل ﺍﻝﺘﻲ ﻴﻘﺒل ﻋﻠﻴﻬﺎ ﺍﻝﻤﻌﻠﻨﻭﻥ‪ ،‬ﺍﻷﻤﺭ ﺍﻝﺫﻱ ﻴﺯﻴـﺩ ﻤـﻥ ﺤﺠـﻡ ﻤﻭﺍﺭﺩﻫـﺎ‬
‫ﺍﻹﻋﻼﻨﻴﺔ ﺒﻤﺎ ﻴﻜﻔل ﻝﻬﺎ ﺍﻻﺴﺘﻤﺭﺍﺭ ﻭﺍﻝﺘﻁﻭﺭ‪ ،‬ﻭﻋﻠﻰ ﺫﻝﻙ ﻓﺈﻥ ﺭﺨـﺹ ﺘﻜﻠﻔـﺔ‬
‫ﺍﻹﻋﻼﻥ ﻓﻲ ﺍﻝﺠﺭﺍﺌﺩ ﻫﻭ ﺃﺤﺩ ﻋﻭﺍﻤل ﺒﻘﺎﺌﻬﺎ ﻭﻗﺩﺭﺘﻬﺎ ﻋﻠﻰ ﺍﻝﻤﻨﺎﻓﺴﺔ ﺃﻤﺎﻡ ﺍﻝﻭﺴﺎﺌل‬
‫ﺍﻹﻋﻼﻨﻴﺔ ﺍﻷﺨﺭﻯ‪ ،‬ﻭﺫﻝﻙ ﺒﻤﺎ ﻴﺘﺠﻪ ﻝﻬﺎ ﻤﻥ ﺠﺫﺏ ﻷﻤﻭﺍل ﻜﺜﻴﺭﺓ ﻤﻘﺎﺒل ﻤﺎ ﺘﻨﺸﺭﻩ‬
‫ﻤﻥ ﺇﻋﻼﻨﺎﺕ ﻤﺘﺯﺍﻴﺩﺓ ﻋﻠﻰ ﺼﻔﺤﺎﺘﻬﺎ‪.‬‬
‫ﻭﻴﺭﻯ ﺍﻝﻤﺘﺨﺼﺼﻭﻥ ﺃﻨﻪ ﻓﻲ ﺤﺎﻝﺔ ﺍﻝﺘﻭﺠﻪ ﺇﻝﻰ ﺠﻤﻬـﻭﺭ ﻤﺘﺨﺼـﺹ ﺃﻭ‬
‫ﺠﻤﻬﻭﺭ ﺼﻐﻴﺭ ﺍﻝﺤﺠﻡ ﻓﺈﻥ ﺍﻝﺼﺤﻑ ﺘﻅل ﻫﻲ ﺍﻝﻭﺴﻴﻠﺔ ﺍﻷﺭﺨﺹ ﻭﺍﻷﻗل ﺘﻜﻠﻔـﺔ‬
‫ﻝﻠﻭﺼﻭل ﺇﻝﻰ ﻫﺫﺍ ﺍﻝﺠﻤﻬﻭﺭ ﻷﻥ ﺍﺴﺘﺨﺩﺍﻡ ﻭﺴﺎﺌل ﺍﻹﻋﻼﻡ ﺍﻷﺨﺭﻯ ﻓﻲ ﺍﻝﻭﺼﻭل‬
‫ﺇﻝﻰ ﺫﻝﻙ ﺍﻝﺠﻤﻬﻭﺭ ﺒﺎﻫﻅ ﺍﻝﺘﻜﺎﻝﻴﻑ)‪ ،(١٠‬ﻭﺒﺎﻝﺘﺎﻝﻲ ﻓﺈﻥ ﺍﻝﺼﺤﻑ ﺘﻌﺩ ﻤـﻥ ﺃﻨﺴـﺏ‬
‫‪Copyright © 2017.‬‬
‫‪copyright law.‬‬

‫‪-٢٢٣-‬‬

‫‪EBSCO Publishing : eBook Arabic Collection Trial - printed on 4/4/2020 5:48 PM via MINISTÈRE DE L''EDUCATION‬‬
‫‪NATIONALE, DE LA FORMATION PROFESSIONNELLE‬‬
‫; ‪AN: 1945112‬‬ ‫;‪.‬‬
‫‪Account: ns063387‬‬
‫‪. All rights reserved. May not be reproduced in any form without permission from the publisher, except fair uses permitted under U.S. or applicable‬‬

‫ﺍﻝﻭﺴﺎﺌل ﺍﻹﻋﻼﻨﻴﺔ ﺍﻝﺘﻲ ﺘﺘﻴﺢ ﻝﻠﻤﻌﻠﻥ ﻤ‪‬ﺨﺎﻁﺒﺔ ﺠﻤﺎﻫﻴﺭ ﻤﺤـﺩﺩﺓ ﻴﺭﻏـﺏ ﻓـﻲ‬
‫ﺍﻝﻭﺼﻭل ﺇﻝﻴﻬﺎ ﺒﺘﻜﺎﻝﻴﻑ ﺃﻗل‪.‬‬
‫‪ -٤‬ﺍﻝﺴﻬﻭﻝﺔ ﻭﺴﺭﻋﺔ ﺍﻝﻨﺸﺭ‪ :‬ﺤﻴﺙ ﺘﻌﺘﺒﺭ ﺍﻝﺠﺭﺍﺌﺩ ﻤﻥ ﺃﺴﺭﻉ ﺍﻝﻭﺴـﺎﺌل‬
‫ﺍﻹﻋﻼﻨﻴﺔ ﺍﻝﺘﻲ ﻴﺘﻡ ﻤﻥ ﺨﻼﻝﻬﺎ ﻨﻘل ﺍﻝﺭﺴـﺎﺌل ﺍﻹﻋﻼﻨﻴـﺔ ﻤـﻥ ﺍﻝﻌﻠﻨـﻴﻥ ﺇﻝـﻰ‬
‫ﺍﻝﻤﺴﺘﻬﻠﻜﻴﻥ‪ ،‬ﻭﺘﻤﻜﻥ ﻫﺫﻩ ﺍﻝﺨﺎﺼﻴﺔ ﺍﻝﻤﻌﻠﻥ ﻓﻲ ﻫﺫﻩ ﺍﻝﻭﺴﻴﻠﺔ ﻤﻥ ﺘﺠﻬﻴﺯ ﺇﻋﻼﻨـﻪ‬
‫ﻭﺇﺭﺴﺎﻝﻪ ﺇﻝﻰ ﺍﻝﺠﺭﻴﺩﺓ ﻗﺒل ﺼﺩﻭﺭﻫﺎ ﺒﺄﻗل ﻤﻥ ﻴﻭﻡ‪ ،‬ﻜﻤﺎ ﺘﻤﻜﻨﻪ ﻤﻥ ﺇﺩﺨﺎل ﺃﻴـﺔ‬
‫ﺘﻌﺩﻴﻼﺕ ﻴﺭﻏﺏ ﻓﻲ ﺇﺠﺭﺍﺌﻬﺎ ﻋﻠﻰ ﺍﻹﻋﻼﻥ ﻗﺒل ﻨﺸﺭﻩ ﺒﺴﺎﻋﺎﺕ ﻗﻠﻴﻠﺔ‪ ،‬ﺃﻭ ﺤﺘـﻰ‬
‫ﺇﻝﻐﺎﺀ ﺒﻌﺽ ﺍﻹﻋﻼﻨﺎﺕ ﺃﻭ ﺘﺄﺠﻴل ﻨﺸﺭﻫﺎ ﺇﺫﺍ ﺭﻏﺏ ﻓﻲ ﺫﻝﻙ ﻻﻋﺘﺒﺎﺭﺍﺕ ﺘﻔﺭﻀﻬﺎ‬
‫ﻅﺭﻭﻑ ﻭﺃﺤﺩﺍﺙ ﻤﻌﻴﻨﺔ)‪ ،(١١‬ﻭﻫﻜﺫﺍ ﻓﺈﻥ ﺨﺎﺼﻴﺔ ﺴﺭﻋﺔ ﺍﻝﻨﺸﺭ ﺍﻝﺘﻲ ﺘﺘﻤﻴﺯ ﺒﻬـﺎ‬
‫ﺍﻝﺠﺭﺍﺌﺩ ﺩﻭﻥ ﻏﻴﺭﻫﺎ ﻭﻤﻥ ﻭﺴﺎﺌل ﺍﻝﻨﺸﺭ ﺍﻹﻋﻼﻨﻲ ﺘﺘﻴﺢ ﻝﻠﻤﻌﻠﻥ ﺃﻥ ﻴﺠﻌل ﺇﻋﻼﻨﻪ‬
‫ﻤﻭﺍﻜﺒﹰﺎ ﻝﻸﺤﺩﺍﺙ ﻭﺍﻝﺘﻁﻭﺭﺍﺕ ﺴﻭﺍﺀ ﺘﻠﻙ ﺍﻝﻤﺭﺘﺒﻁﺔ ﺒﺎﻝﺴـﻭﻕ ﺃﻭ ﺒﺄﻴـﺔ ﺃﺤـﺩﺍﺙ‬
‫ﺨﺎﺭﺠﻴﺔ ﺃﻭ ﺩﺍﺨﻠﻴﺔ ﻴﺭﻯ ﺍﻝﻤﻌﻠﻥ ﺃﻨﻬﺎ ﻗﺩ ﺘﺘﺭﻙ ﺃﺜﺭﹰﺍ ﻋﻠﻰ ﺇﻋﻼﻨﺎﺘﻪ ﺴﻠﺒﹰﺎ ﺃﻭ ﺇﻴﺠﺎﺒﹰﺎ‪.‬‬
‫‪ -٥‬ﺘﺤﻘﻴﻕ ﻨﺘﺎﺌﺞ ﻓﻭﺭﻴﺔ‪ :‬ﺒﺈﻤﻜﺎﻥ ﺍﻹﻋﻼﻥ ﺍﻝﻤﻨﺸﻭﺭ ﻓـﻲ ﺍﻝﺠﺭﺍﺌـﺩ ﺃﻥ‬
‫ﻴﺤﻘﻕ ﻨﺘﺎﺌﺞ ﻓﻭﺭﻴﺔ ﺃﻭ ﺃﻥ ﻴﺤﺩﺙ ﺭﺩ ﻓﻌل ﻓﻭﺭﻱ ﻭﺴﺭﻴﻊ ﻤﻥ ﻗﺒل ﺍﻝﻤﺴﺘﻬﻠﻙ ﺘﺠﺎﻩ‬
‫ﺍﻝﺴﻠﻌﺔ ﺃﻭ ﺍﻝﺨﺩﻤﺔ ﺍﻝﻤﻌﻠﻥ ﻋﻨﻬﺎ‪ ،‬ﺫﻝﻙ ﻷﻨﻪ ﻴﺠﺩ ﻓﻲ ﺍﻹﻋﻼﻥ ﺇﺠﺎﺒﺔ ﻋﻥ ﺘﺴﺎﺅﻻﺘﻪ‬
‫ﺍﻝﻤﺘﻌﻠﻘﺔ ﺒﻤﺎ ﻴﺒﺤﺙ ﻋﻨﻪ ﻤﻥ ﺴﻠﻊ‪ ،‬ﻭﺒﻤﺎ ﺃﻥ ﻗﺎﺭﺉ ﺍﻝﺠﺭﻴﺩﺓ ﻫﻭ ﻓﻲ ﺍﻝﻌﺎﺩﺓ ﻗـﺎﺭﺉ‬
‫ﺴﺭﻴﻊ ﻴﺭﻴﺩ ﺃﻥ ﻴﻜﻤل ﻗﺭﺍﺀﺓ ﺠﺭﻴﺩﺘﻪ ﻓﻲ ﻭﻗﺕ ﻤﺤﺩﺩ ﻓﺈﻥ ﻫﺫﺍ ﻴﺴﺎﻋﺩ ﺍﻹﻋـﻼﻥ‬
‫ﻋﻠﻰ ﺃﻥ ﻴﺤﻘﻕ ﺃﻫﺩﺍﻓﻪ ﺍﻝﻤﺭﺠﻭﺓ‪ ،‬ﻭﺫﻝﻙ ﺇﺫﺍ ﻤﺎ ﺘﻌـﻭﺩ ﺍﻝﻘـﺎﺭﺉ ﻋﻠـﻰ ﺃﻥ ﻴﺠـﺩ‬
‫ﺍﻹﻋﻼﻨﺎﺕ ﻓﻲ ﺼﻔﺤﺎﺕ ﻤﻌﻴﻨﺔ ﻴﻌﺭﻓﻬﺎ ﻤﺴﺒﻘﺎﹰ‪ ،‬ﻭﻫﻭ ﻤﺎ ﻴﺠﺏ ﺃﻥ ﺘﺭﺍﻋﻴﻪ ﺍﻝﺠﺭﺍﺌﺩ‬
‫ﺃﺜﻨﺎﺀ ﺘﺒﻭﻴﺒﻬﺎ ﻝﺼﺤﺎﻓﺘﻬﺎ ﻭﺘﺨﺼﻴﺼﻬﺎ ﻝﻠﻤﺴﺎﺤﺎﺕ ﺍﻝﻤﺘﻌﻠﻘﺔ ﺒﺎﻹﻋﻼﻥ‪ ،‬ﻓﺈﺫﺍ ﻤﺎ ﺃﺭﺍﺩ‬
‫ﻼ‪ -‬ﻋﻠﻰ ﺇﻋﻼﻨﺎﺕ ﺍﻝﺴﻴﺎﺭﺍﺕ ﻓﺈﻨﻪ ﻴﺘﺠﻪ ﺇﻝﻴﻬﺎ ﻤﺒﺎﺸﺭﺓ ﻝﻌﻠﻤﻪ‬
‫ﺍﻝﻘﺎﺭﺉ ﺃﻥ ﻴﻁﻠﻊ –ﻤﺜ ﹰ‬
‫ﺒﺎﻝﺼﻔﺤﺔ ﺍﻝﺘﻲ ﺘﻨﺸﺭ ﻓﻴﻬﺎ ﻫﺫﻩ ﺍﻝﻨﻭﻋﻴﺔ ﻤﻥ ﺍﻹﻋﻼﻨﺎﺕ‪ ،‬ﻭﻫﻜـﺫﺍ ﺍﻝﺤـﺎل ﺃﻴﻀـﹰﺎ‬
‫‪Copyright © 2017.‬‬
‫‪copyright law.‬‬

‫‪-٢٢٤-‬‬

‫‪EBSCO Publishing : eBook Arabic Collection Trial - printed on 4/4/2020 5:48 PM via MINISTÈRE DE L''EDUCATION‬‬
‫‪NATIONALE, DE LA FORMATION PROFESSIONNELLE‬‬
‫; ‪AN: 1945112‬‬ ‫;‪.‬‬
‫‪Account: ns063387‬‬
‫‪. All rights reserved. May not be reproduced in any form without permission from the publisher, except fair uses permitted under U.S. or applicable‬‬

‫ﺒﺎﻝﻨﺴﺒﺔ ﻝﺒﻘﻴﺔ ﺍﻝﻤﻭﻀﻭﻋﺎﺕ ﺍﻹﻋﻼﻨﻴﺔ‪ ،‬ﺴﻭﺍﺀ ﺍﻝﻤﺭﺘﺒﻁﺔ ﺒﺎﻝﺴـﻠﻊ ﻭﺍﻝﺨـﺩﻤﺎﺕ ﺃﻭ‬

‫ﺍﻹﻋﻼﻨﺎﺕ ﺍﻻﺠﺘﻤﺎﻋﻴﺔ ﻜﺈﻋﻼﻨﺎﺕ ﺍﻝﺯﻭﺍﺝ ﻭﺍﻝﻭﻓﻴﺎﺕ‪ ،‬ﻭﻤﺎ ﻋﻠﻰ ﺫﻝﻙ)‪.(١٢‬‬
‫‪ -٦‬ﺘﺼل ﺍﻝﺠﺭﺍﺌﺩ ﺇﻝﻰ ﺃﻋﺩﺍﺩ ﻜﺒﻴﺭﺓ ﻭﺸﺭﺍﺌﺢ ﻭﺍﺴﻌﺔ ﻭﻁﺒﻘﺎﺕ ﺍﺠﺘﻤﺎﻋﻴﺔ‬
‫ﻤﺨﺘﻠﻔﺔ ﻤﻥ ﺍﻝﻘﺭﺍﺀ ﺍﻝﺫﻴﻥ ﻝﺩﻴﻬﻡ ﻁﺒﺎﻉ ﻭﻤﻴﻭل ﻭﺨﺼـﺎﺌﺹ ﻤﺨﺘﻠﻔـﺔ ﺍﻗﺘﺼـﺎﺩﻴﹰﺎ‬
‫ﻭﺍﺠﺘﻤﺎﻋﻴﹰﺎ ﻭﺜﻘﺎﻓﻴﹰﺎ ﺩﻭﻥ ﺘﺤﻴﺯ ﻭﻫﻭ ﻤﺎ ﻴﻌﺩ ﺃﺤﺩ ﺃﺭﺯ ﻋﻭﺍﻤل ﻗﻭﺘﻬﺎ ﻭﺃﻫﻤﻴﺘﻬﺎ)‪،(١٣‬‬
‫ﻭﻴﺘﻴﺢ ﺫﻝﻙ ﻝﻺﻋﻼﻥ ﺠﻤﻬﻭﺭﹰﺍ ﻋﺭﻴﻀﹰﺎ ﻭﻤﺘﻨﻭﻋﹰﺎ ﻭﻜﺜﻴﻔﹰﺎ ﺒﻤﺎ ﻴﻬﻴـﺊ ﻝـﻪ ﺘﺤﻘﻴـﻕ‬
‫ﺃﻓﻀل ﺍﻝﻨﺘﺎﺌﺞ ﺍﻝﺘﻲ ﻴﺴﻌﻰ ﺇﻝﻴﻬﺎ‪ ،‬ﻓﺎﻻﻨﺘﺸﺎﺭ ﺍﻝﻭﺍﺴﻊ ﻝﻠﺠﺭﺍﺌﺩ –ﻭﺒﺎﻝﺘﺤﺩﻴﺩ ﺍﻝﺠﺭﺍﺌﺩ‬
‫ﺍﻝﻌﺎﻤﺔ‪ -‬ﻴﺠﻌل ﻤﻨﻬﺎ ﻭﺴﻴﻠﺔ ﺇﻋﻼﻨﻴﺔ ﻋﻠﻰ ﻗﺩﺭ ﻜﺒﻴﺭ ﻤﻥ ﺍﻷﻫﻤﻴﺔ ﺨﺎﺼﺔ ﻝﻠﻤﻌﻠـﻥ‬
‫ﺍﻝﺫﻱ ﻻ ﻴﺘﻭﺠﻪ ﺒﺈﻋﻼﻨﻪ ﺇﻝﻰ ﺠﻤﻬﻭﺭ ﻤﺤﺩﺩ ﺃﻭ ﺇﻝﻰ ﺸﺭﺍﺌﺢ ﺍﺠﺘﻤﺎﻋﻴـﺔ ﻤﻌﻴﻨـﺔ‪،‬‬
‫ﻭﺍﻝﺫﻱ ﻴﻬﺩﻑ ﻝﺘﺭﻭﻴﺞ ﺴﻠﻌﺘﻪ ﻭﺨﺩﻤﺎﺘﻪ ﺍﻝﻤﻌﻠﻥ ﻋﻨﻬﺎ ﻓﻲ ﻤﻨﺎﻁﻕ ﺠﻐﺭﺍﻓﻴﺔ ﻤﺘﺴﻌﺔ‪،‬‬
‫ﺃﻤﺎ ﻓﻲ ﺤﺎﻝﺔ ﺍﻹﻋﻼﻨﺎﺕ ﺍﻝﺘﻲ ﺘﺘﻭﺠﻪ ﺇﻝﻰ ﺠﻤﻬﻭﺭ ﻤﻌﻴﻥ ﻭﺘﺴﺘﻬﺩﻓﻪ ﺩﻭﻥ ﻏﻴـﺭﻩ‬
‫ﻓﺈﻥ ﺍﻝﺠﺭﺍﺌﺩ ﺍﻝﻤﺘﺨﺼﺼﺔ ﺘﻜﻭﻥ ﻓﻲ ﻫﺫﻩ ﺍﻝﺤﺎﻝﺔ ﺃﻨﺴﺏ ﻤﻥ ﺍﻝﺠﺭﺍﺌﺩ ﺍﻝﻌﺎﻤﺔ ﻝﻨﺸﺭ‬
‫ﻤﺜل ﻫﺫﻩ ﺍﻹﻋﻼﻨﺎﺕ ﻭﻫﻜﺫﺍ ﻭﻓﻲ ﻜل ﺍﻷﺤﻭﺍل ﻓﺈﻥ ﺍﻝﺠﺭﺍﺌﺩ ﺘﻠﺒﻲ ﺤﺎﺠﺔ ﺍﻝﻤﻌﻠـﻥ‬
‫ﻋﻠﻰ ﺍﺨﺘﻼﻑ ﺃﻫﺩﺍﻓﻪ‪ ،‬ﻭﺘﻨﻭﻉ ﺠﻤﻬﻭﺭﻩ ﺍﻝﺫﻱ ﻴﺭﻏﺏ ﻓﻲ ﺍﻝﻭﺼﻭل ﺇﻝﻴﻪ ﻭﻤﺨﺎﻁﺒﻪ‪.‬‬
‫‪ -٧‬ﺍﺭﺘﻔﺎﻉ ﺩﺭﺠﺔ ﺍﻝﻤﺸﺎﺭﻜﺔ ﻤﻥ ﺠﺎﻨﺏ ﺍﻝﻘﺎﺭﺉ‪ :‬ﺘﺘﺴﻡ ﺍﻹﻋﻼﻨـﺎﺕ ﻓـﻲ‬
‫ﺍﻝﺠﺭﺍﺌﺩ ﺒﺎﺭﺘﻔﺎﻉ ﻤﺴﺘﻭﻯ ﺍﻝﻤﺸﺎﺭﻜﺔ ﻭﺍﻻﻫﺘﻤﺎﻡ ﻭﺍﻝﻘﺒـﻭل ﺃﻴﻀـﹰﺎ ﻤـﻥ ﺠﺎﻨـﺏ‬
‫ﺍﻝﻤﺴﺘﻬﻠﻙ‪ ،‬ﻭﺒﺎﻹﻀﺎﻓﺔ ﺇﻝﻰ ﺫﻝﻙ ﻓﺈﻥ ﺍﻹﻋﻼﻥ ﺍﻝﻤﻨﺸﻭﺭ ﻓﻲ ﺍﻝﺠﺭﻴـﺩﺓ ﻤﻠﻤـﻭﺱ‬
‫ﻝﻠﻘﺎﺭﺉ ﻭﻤﻜﺘﻭﺏ ﺃﻤﺎﻤﻪ ﻭﻫﻭ ﻤﺎ ﻴﻤﻜﻨﻪ ﻤﻥ ﺍﻻﺤﺘﻔﺎﻅ ﺒﻪ ﻭﺍﻹﻁﻼﻉ ﻋﻠﻴﻪ ﻤـﺭﺍﺕ‬
‫ﻋﺩﻴﺩﺓ ﻓﻲ ﺃﻭﻗﺎﺕ ﻤﺨﺘﻠﻔﺔ‪ ،‬ﺍﻷﻤﺭ ﺍﻝﺫﻱ ﻴﺘﺭﺘﺏ ﻋﻠﻴﻪ ﺯﻴﺎﺩﺓ ﺇﻤﻜﺎﻨﻴﺔ ﺘﺄﺜﻴﺭ ﺍﻹﻋﻼﻥ‬
‫ﻋﻠﻴﻪ‪ ،‬ﻭﺒﺎﻹﻀﺎﻓﺔ ﺇﻝﻰ ﺫﻝﻙ ﻓﺈﻥ ﺍﻝﻜﺜﻴﺭﻴﻥ ﻴﺭﻭﻥ ﻓﻲ ﻗﺭﺍﺀﺓ ﺍﻝﺼﺤﻑ ﻋﺎﺩﺓ ﻴﻭﻤﻴﺔ‬
‫ﺒﺎﻝﻨﺴﺒﺔ ﻝﻬﻡ ﻻﺒﺩ ﻤﻥ ﺍﻝﻘﻴﺎﻡ ﺒﻬﺎ‪ ،‬ﻭﻫﻭ ﻤﺎ ﻴﺘﻴﺢ ﻝﻠﻤﻌﻠﻥ ﺘﻜﺭﺍﺭ ﻨﺸﺭ ﺇﻋﻼﻨﻪ ﻝﻔﺘـﺭﺓ‬
‫ﻤﻥ ﺍﻝﻭﻗﺕ ﺒﺸﻜل ﻤﺘﺘﺎﻝﻲ ﺒﻤﺎ ﻴﻭﻓﺭ ﻝﻪ ﻓﺎﻋﻠﻴﺔ ﺃﻜﺒﺭ‪ ،‬ﻭﻷﻥ ﺠﻤﻴﻊ ﻗﺭﺍﺀ ﺍﻝﺠﺭﺍﺌـﺩ‬
‫ﻴﺠﻴﺩﻭﻥ ﺍﻝﻘﺭﺍﺀﺓ ﻭﻋﻠﻰ ﺩﺭﺠﺔ ﻤﻥ ﺍﻝﺘﻌﻠﻴﻡ ﻭﺍﻝﺜﻘﺎﻓﺔ ﺒﻤﺎ ﻴﺴـﻬل ﻤﻌﻬـﻡ ﺇﻗﻨـﺎﻋﻬﻡ‬
‫‪Copyright © 2017.‬‬
‫‪copyright law.‬‬

‫‪-٢٢٥-‬‬

‫‪EBSCO Publishing : eBook Arabic Collection Trial - printed on 4/4/2020 5:48 PM via MINISTÈRE DE L''EDUCATION‬‬
‫‪NATIONALE, DE LA FORMATION PROFESSIONNELLE‬‬
‫; ‪AN: 1945112‬‬ ‫;‪.‬‬
‫‪Account: ns063387‬‬
‫‪. All rights reserved. May not be reproduced in any form without permission from the publisher, except fair uses permitted under U.S. or applicable‬‬

‫ﺒﺎﻝﻤﻨﻁﻕ ﻭﺍﻝﺤﺠﺔ ﻓﺈﻥ ﺫﻝﻙ ﻴﺭﻓﻊ ﻤﻥ ﺩﺭﺠﺔ ﻤﺸﺎﺭﻜﺘﻬﻡ ﻭﺍﻫﺘﻤﺎﻤﻬﻡ ﺒﻤﻀﻤﻭﻥ ﻤﺎ‬
‫ﻴﻨﺸﺭ ﻓﻲ ﺍﻝﺠﺭﺍﺌﺩ ﻤﻥ ﺇﻋﻼﻨﺎﺕ)‪.(١٤‬‬
‫‪ -٨‬ﺘﺘﺴﻡ ﺍﻝﺠﺭﻴﺩﺓ ﺒﺨﺎﺼﻴﺔ ﺍﻻﺯﺩﻭﺍﺝ‪ :‬ﺒﻤﻌﻨﻰ ﺃﻥ ﻗﺭﺍﺀ ﺍﻝﺠﺭﻴﺩﺓ ﻫﻡ ﻓـﻲ‬
‫ﺍﻝﻭﺍﻗﻊ ﻝﻴﺴﻭﺍ ﻓﻘﻁ ﺃﻭﻝﺌﻙ ﺍﻷﺸﺨﺎﺹ ﺍﻝﺫﻴﻥ ﻗﺎﻤﻭﺍ ﺒﺸﺭﺍﺌﻬﺎ‪ ،‬ﻝﻜﻥ ﻋﻤﻠﻴﺔ ﺍﻝﻘـﺭﺍﺀﺓ‬
‫ﺘﻤﺘﺩ ﻓﻲ ﻜﺜﻴﺭ ﻤﻥ ﺍﻷﺤﻴﺎﻥ ﺇﻝﻰ ﺃﻓﺭﺍﺩ ﺁﺨﺭﻴﻥ ﺴﻭﺍﺀ ﻜـﺎﻨﻭﺍ ﺃﻓـﺭﺍﺩ ﺍﻷﺴـﺭﺓ ﺃﻭ‬
‫ﺯﻤﻼﺀ ﺍﻝﻌﻤل‪ ،‬ﺃﻭ ﺤﺘﻰ ﺍﻷﺼﺩﻗﺎﺀ)‪ ،(١٥‬ﻭﺃﺤﻴﺎﻨﹰﺎ ﻜﺜﻴﺭﺓ ﻴﻘﻭﻡ ﻋﺩﺩ ﻜﺒﻴﺭ ﻤﻥ ﺍﻷﻓﺭﺍﺩ‬
‫ﺍﻝﻤﺘﺭﺩﺩﻴﻥ ﻋﻠﻰ ﺍﻝﻤﻜﺘﺒﺎﺕ ﺍﻝﻌﺎﻤﺔ ﺒﺎﻹﻁﻼﻉ ﻋﻠﻰ ﻨﺴﺨﺔ ﻭﺍﺤﺩﺓ ﻤﻥ ﻨﻔﺱ ﺍﻝﺠﺭﻴﺩﺓ‪،‬‬
‫ﻭﻴﺼﺏ ﻜل ﺫﻝﻙ ﻝﺼﺎﻝﺢ ﺍﻝﻤﻌﻠﻥ ﺍﻝﺫﻱ ﻴﻬﻤﻪ ﺃﻥ ﻴﻁﻠﻊ ﻋﻠﻰ ﺇﻋﻼﻨﺎﺘﻪ ﺠﻤﻬﻭﺭ ﻜﺒﻴﺭ‬
‫ﻭﻤﺘﻨﻭﻉ ﺒﻤﺎ ﻴﻀﻤﻥ ﺍﻨﺘﺸﺎﺭ ﺍﻹﻋﻼﻥ‪ ،‬ﻭﺒﺎﻝﺘﺎﻝﻲ ﺯﻴﺎﺩﺓ ﺩﺭﺠـﺔ ﺇﻤﻜﺎﻨﻴـﺔ ﺘﺤﻘﻴـﻕ‬
‫ﺃﻫﺩﺍﻓﻪ‪.‬‬
‫‪ -٩‬ﺘﻌﺩ ﺍﻝﺠﺭﺍﺌﺩ ﻤﻥ ﺃﻓﻀل ﻭﺴﺎﺌل ﺍﻹﻋﻼﻥ ﻓﻲ ﻤﺭﺍﺤل ﻤﻌﻴﻨﺔ ﻤﻥ ﻋﻤﺭ‬
‫ﺍﻝﺴﻠﻌﺔ‪ ،‬ﻓﻬﻲ ﻤﻥ ﺃﻜﺜﺭ ﺍﻝﻭﺴﺎﺌل ﻤﻼﺌﻤﺔ ﻝﻠﺘﻤﻬﻴﺩ ﻝﻤﺭﺤﻠﺔ ﺍﺨﺘﻴﺎﺭ ﺍﻝﺴﻭﻕ ﺒﺎﻝﻨﺴـﺒﺔ‬
‫ﻝﻠﺴﻠﻊ ﺍﻝﺠﺩﻴﺩﺓ)‪ ،(١٦‬ﻜﻤﺎ ﺃﻨﻪ ﻭﻓﻲ ﺒﻌﺽ ﺍﻝﻤﻭﻀﻭﻋﺎﺕ ﻴﺼﻴﺭ ﺍﻹﻋﻼﻥ ﺒﺎﻝﺠﺭﺍﺌـﺩ‬
‫ﻼ ﺃﺜﻨﺎﺀ ﺍﻝﺒﺤﺙ ﻋﻥ ﺭﺠﺎل ﻤﺒﻴﻌﺎﺕ ﻤـﻥ ﺫﻭﻱ‬
‫ﺃﻓﻀل ﻤﻥ ﺃﻴﺔ ﻭﺴﻴﻠﺔ ﺃﺨﺭﻯ‪ ،‬ﻓﻤﺜ ﹰ‬
‫ﺍﻝﻤﺅﻫﻼﺕ ﺍﻝﺭﻓﻴﻌﺔ ﺍﻝﻤﺴﺘﻭﻯ ﻤﻥ ﺠﺎﻨﺏ ﻤﺅﺴﺴﺔ ﺃﻭ ﻤﻨﺸﺄﺓ ﻤﺎ ﻓﺈﻥ ﺍﻝﺠﺭﺍﺌﺩ ﺘﻜﻭﻥ‬
‫ﻓﻲ ﻫﺫﻩ ﺍﻝﺤﺎﻝﺔ ﺃﻓﻀل ﻭﺴﻴﻠﺔ ﺘﻨﺸﺭ ﻓﻴﻬﺎ ﻤﺜل ﻫﺫﻩ ﺍﻷﻨﻭﺍﻉ ﻤﻥ ﺍﻹﻋﻼﻨـﺎﺕ)‪،(١٧‬‬
‫ﻜﻤﺎ ﺘﻌﺩ ﺍﻝﺠﺭﺍﺌﺩ ﻤﻥ ﺃﻜﺜﺭ ﺍﻝﻭﺴﺎﺌل ﺍﻹﻋﻼﻨﻴـﺔ ﻤﻼﺌﻤـﺔ ﻹﻋﻼﻨـﺎﺕ ﺍﻝﻤﻨﺎﺴـﺒﺔ‬
‫ﺍﻝﻤﺨﺘﻠﻔﺔ‪ ،‬ﻭﺍﻝﻤﻨﺎﻗﺼﺎﺕ ﻭﺍﻝﻤﺯﺍﻴﺩﺍﺕ ﺤﻴﺙ ﻻ ﻴﻘﺘﺼﺭ ﺍﻹﻋﻼﻥ ﻓﻲ ﻫﺫﻩ ﺍﻝﻭﺴـﻴﻠﺔ‬
‫ﻋﻠﻰ ﺍﻝﺴﻠﻊ ﺍﻝﺘﺠﺎﺭﻴﺔ ﻭﺇﻨﻤﺎ ﻴﻤﺘﺩ ﻜﺫﻝﻙ ﻝﻴﺸﻤل ﺍﻹﻋﻼﻨﺎﺕ ﻋﻥ ﺍﻷﻭﻀﺎﻉ ﺍﻝﻤﺎﻝﻴـﺔ‬
‫ﻝﻠﺸﺭﻜﺎﺕ ﻜﺎﻝﻤﻴﺯﺍﻨﻴﺎﺕ ﺍﻝﻌﻤﻭﻤﻴﺔ‪ ،‬ﻭﺍﻹﻋﻼﻨﺎﺕ ﺍﻻﺠﺘﻤﺎﻋﻴﺔ ﻜـﺎﻝﺯﻭﺍﺝ ﻭﺃﺨﺒـﺎﺭ‬
‫ﺍﻝﻤﻭﺍﻝﻴﺩ ﻭﻤﺎ ﺇﻝﻰ ﺫﻝﻙ)‪.(١٨‬‬
‫‪ -١٠‬ﺘﻌﺘﺒﺭ ﺍﻝﺼﺤﻑ ﻤﻥ ﺃﻗﻭﻯ ﻭﺴﺎﺌل ﺍﻹﻋﻼﻥ ﻭﺫﻝـﻙ ﻨﻅـﺭﹰﺍ ﻝﺘﻨـﻭﻉ‬
‫ﻤﺴﺘﻭﻴﺎﺘﻬﺎ‪ ،‬ﺤﻴﺙ ﺘﻭﺠﺩ ﺍﻝﺼﺤﺎﻓﺔ ﺍﻝﺭﺍﻗﻴﺔ‪ ،‬ﻜﻤﺎ ﺘﻭﺠﺩ ﺍﻝﺼﺤﺎﻓﺔ ﺍﻝﺸﻌﺒﻴﺔ‪ ،‬ﻭﺃﻴﻀﹰﺎ‬
‫‪Copyright © 2017.‬‬
‫‪copyright law.‬‬

‫‪-٢٢٦-‬‬

‫‪EBSCO Publishing : eBook Arabic Collection Trial - printed on 4/4/2020 5:48 PM via MINISTÈRE DE L''EDUCATION‬‬
‫‪NATIONALE, DE LA FORMATION PROFESSIONNELLE‬‬
‫; ‪AN: 1945112‬‬ ‫;‪.‬‬
‫‪Account: ns063387‬‬
‫‪. All rights reserved. May not be reproduced in any form without permission from the publisher, except fair uses permitted under U.S. or applicable‬‬

‫ﺼﺤﻑ ﺍﻝﻁﺒﻘﺎﺕ ﺍﻝﻭﺴﻁﻰ)‪ ،(١٩‬ﻜﻤﺎ ﻫﻨﺎﻙ ﺃﻴﻀﹰﺎ ﺍﻝﺼﺤﻑ ﺍﻝﺼﺒﺎﺤﻴﺔ ﻭﺍﻝﺼـﺤﻑ‬

‫ﺍﻝﻤﺴﺎﺌﻴﺔ‪ ،‬ﻭﺍﻝﺼﺤﻑ ﺍﻝﻴﻭﻤﻴﺔ ﻭﺍﻝﺼﺤﻑ ﺍﻷﺴﺒﻭﻋﻴﺔ‪ ،‬ﻭﺍﻝﺼﺤﻑ ﺍﻝﻌﺎﻤﺔ ﺍﻝﺘـﻲ ﻻ‬
‫ﺘﺘﻭﺠﻪ ﺇﻝﻰ ﺠﻤﻬﻭﺭ ﻤﻌﻴﻥ‪ ،‬ﻭﺍﻝﺼﺤﻑ ﺍﻝﻤﺘﺨﺼﺼﺔ ﺍﻝﻤﻭﺠﻬﺔ ﻝﺠﻤﻬـﻭﺭ ﻤﺤـﺩﺩ‬
‫ﻭﻤﻌﺭﻭﻑ ﻤﺴﺒﻘﺎﹰ‪ ،‬ﻭﻫﺫﺍ ﺍﻝﺘﻨﻭﻉ ﻭﺍﻝﺘﻌﺩﺩ ﻓﻲ ﺍﻝﺼﺤﺎﻓﺔ ﻴﻀﻔﻲ ﻋﻠﻴﻬـﺎ ﺨﺎﺼـﻴﺔ‬
‫ﺇﻋﻼﻨﻴﺔ ﻫﺎﻤﺔ‪ ،‬ﺤﻴﺙ ﺘﻀﻊ ﺍﻝﻤﻌﻠﻥ ﺃﻤﺎﻡ ﺨﻴﺎﺭﺍﺕ ﻤﺘﻌﺩﺩﺓ ﻭﺘﺘـﻴﺢ ﻝـﻪ ﺇﻤﻜﺎﻨﻴـﺔ‬
‫ﺍﻝﻤﻔﺎﻀﻠﺔ ﺒﻴﻨﻬﺎ‪.‬‬
‫‪ -١١‬ﺘﻘﺭﺃ ﺍﻝﺠﺭﻴﺩﺓ ﻓﻲ ﺍﻷﻭﻗﺎﺕ ﺍﻝﺘﻲ ﻴﺤﺩﺩﻫﺎ ﻭﻴﺨﺘﺎﺭﻫﺎ ﺍﻝﻘﺎﺭﺉ ﺒﻨﻔﺴﻪ‪،‬‬
‫ﻭﻫﻭ ﻴﻘﻭﻡ ﺒﺫﻝﻙ –ﻋﺎﺩﺓ‪ -‬ﻓﻲ ﺤﺎﻝﺔ ﺍﻝﺼﻔﺎﺀ ﺍﻝﻨﻔﺴﻲ ﻭﺍﻝﺘﺭﻜﻴﺯ ﺍﻝﺫﻫﻨﻲ‪ ،‬ﻭﻋﻨـﺩﻤﺎ‬
‫ﻴﺸﻌﺭ ﺒﺄﻥ ﻝﺩﻴﻪ ﻤﻴل ﻝﻠﻘﺭﺍﺀﺓ‪ ،‬ﻭﺒﺎﻝﺘﺎﻝﻲ ﻓﺈﻥ ﺩﺭﺠﺔ ﺍﻝﺘﻘﺒل ﻤﺎ ﻫﻭ ﻤﻨﺸـﻭﺭ ﻋﻠـﻰ‬
‫ﺼﻔﺤﺎﺘﻬﺎ ﻴﻜﻭﻥ ﺃﻜﺒﺭ‪ ،‬ﻭﻴﺴﺘﻔﻴﺩ ﺍﻹﻋﻼﻥ ﻤﻥ ﻫﺫﻩ ﺍﻝﺨﺎﺼﻴﺔ ﺍﻝﺘـﻲ ﺘﺘﻤﻴـﺯ ﺒﻬـﺎ‬
‫ﺍﻝﺼﺤﻑ ﻋﻥ ﻏﻴﺭﻫﺎ ﻤﻥ ﻭﺴﺎﺌل ﺍﻹﻋﻼﻥ ﺍﻷﺨﺭﻯ ﺍﻝﺘﻲ ﻗﺩ ﻴﻔﺎﺠﺊ ﻓﻴﻬﺎ ﺍﻹﻋﻼﻥ‬
‫ﺍﻝﻤﺸﺎﻫﺩ ﺃﻭ ﺍﻝﻤﺴﺘﻤﻊ ﻓﻲ ﺃﻭﻗﺎﺕ ﻭﺤﺎﻻﺕ ﻗﺩ ﺘﻜﻭﻥ ﻏﻴﺭ ﻤﻨﺎﺴﺒﺔ‪ ،‬ﻭﻝﻴﺱ ﻤﺘﻬﻴﺌـﹰﺎ‬
‫ﻝﻬﺎ‪ ،‬ﻓﻘﺎﺭﺉ ﺍﻝﺠﺭﻴﺩﺓ ﻴﺘﺠﻪ ﺒﻨﻅﺭﻩ ﺇﻝﻰ ﺍﻹﻋﻼﻥ ﺒﺎﺤﺜﹰﺎ ﺒﺈﺭﺍﺩﺘﻪ ﻋﻤﺎ ﻴﺘﻀﻤﻨﻪ ﻤـﻥ‬
‫ﻤﻌﻠﻭﻤﺎﺕ ﻴﺭﻏﺏ ﻓﻲ ﺍﻹﻁﻼﻉ ﻋﻠﻴﻬﺎ‪ ،‬ﻭﻫﻭ ﻤﺎ ﻴﺯﻴﺩ ﻤﻥ ﺇﻤﻜﺎﻨﻴﺔ ﺍﻝﻘﺒﻭل ﻭﺍﻻﻗﺘﻨﺎﻉ‬
‫ﺒﻤﻀﻤﻭﻨﻪ‪.‬‬
‫‪ -١٢‬ﺍﻝﻤﺭﻭﻨﺔ ﻓﻲ ﺍﻝﺠﺩﻭﻝﺔ ﺍﻹﻋﻼﻨﻴﺔ‪ ،‬ﺘﻭﻓﺭ ﺍﻝﺠﺭﺍﺌﺩ ﻤﺭﻭﻨﺔ ﻓﻲ ﺍﻝﺠﺩﻭﻝﺔ‬
‫ﺍﻹﻋﻼﻨﻴﺔ ﺒﺸﻜل ﺃﻜﺜﺭ ﻓﺎﻋﻠﻴﺔ ﻤﻥ ﺃﻱ ﻭﺴﻴﻠﺔ ﺇﻋﻼﻨﻴﺔ ﺃﺨﺭﻯ‪ ،‬ﺤﻴﺙ ﺘﻤﻜﻥ ﺍﻝﻤﻌﻠﻥ‬
‫ﻤﻥ ﺘﻨﻅﻴﻡ ﺍﻝﺠﺩﺍﻭل ﺍﻝﺘﻨﻔﻴﺫﻴﺔ ﻹﻋﻼﻨﺎﺘﻪ ﺒﻁﺭﻴﻘﺔ ﺃﻜﺜﺭ ﻤﺭﻭﻨﺔ ﻭﻓﺎﻋﻠﻴـﺔ ﻤـﻥ ﺃﻱ‬
‫ﻭﺴﻴﻠﺔ ﺇﻋﻼﻨﻴﺔ ﺃﺨﺭﻯ ﻝﺴﺭﻋﺔ ﺘﻐﻁﻴﺔ ﻭﺘﺩﻋﻴﻡ ﺍﻻﺘﺼـﺎﻻﺕ ﺍﻝﻌﺎﺠﻠـﺔ‪ ،‬ﻭﺘﺘـﻴﺢ‬
‫ﺍﻝﺠﺭﺍﺌﺩ ﻝﻠﻤﻌﻠﻥ ﺇﻤﻜﺎﻨﻴﺔ ﺘﻌﺩﻴل ﻤﻀﻤﻭﻥ ﺍﻹﻋﻼﻥ‪ ،‬ﻜﻤﺎ ﺘﻭﻓﺭ ﻝﻪ ﻤﺭﻭﻨﺔ ﻜﺫﻝﻙ ﻓﻲ‬
‫ﻋﻤﻠﻴﺔ ﺇﻨﺘﺎﺝ ﻭﺇﺼﺩﺍﺭ ﺍﻹﻋﻼﻨﺎﺕ ﺒﺤﻴﺙ ﻴﻤﻜﻥ ﺇﻋﺩﺍﺩ ﺍﻹﻋﻼﻥ ﻭﺘﺠﻬﻴﺯﻩ ﻝﻠﻨﺸـﺭ‬
‫ﻗﺒﻴل ﺼﺩﻭﺭ ﺍﻝﺼﺤﻴﻔﺔ ﺒﺴﺎﻋﺎﺕ ﻤﺤﺩﻭﺩﺓ‪ ،‬ﻭﻓﻲ ﺤﺎﻝﺔ ﺍﻝﺼﺤﻑ ﺍﻝﻴﻭﻤﻴـﺔ ﻓﺈﻨﻬـﺎ‬
‫ﺘﺴﺎﻋﺩ ﺍﻝﻤﻌﻠﻥ ﻓﻲ ﻭﻀﻊ ﺠﺩﻭﻝﺔ ﺇﻋﻼﻨﻴﺔ ﺘﻭﻓﺭ ﻝﻪ ﺩﺭﺠﺔ ﻤﺘﺭﻓﻌﺔ ﻤـﻥ ﺍﻝﺘﻜـﺭﺍﺭ‬
‫‪Copyright © 2017.‬‬
‫‪copyright law.‬‬

‫‪-٢٢٧-‬‬

‫‪EBSCO Publishing : eBook Arabic Collection Trial - printed on 4/4/2020 5:48 PM via MINISTÈRE DE L''EDUCATION‬‬
‫‪NATIONALE, DE LA FORMATION PROFESSIONNELLE‬‬
‫; ‪AN: 1945112‬‬ ‫;‪.‬‬
‫‪Account: ns063387‬‬
‫‪. All rights reserved. May not be reproduced in any form without permission from the publisher, except fair uses permitted under U.S. or applicable‬‬

‫ﻭﺍﻝﻭﺼﻭل)‪ ،(٢٠‬ﻭﺘﺘﻴﺢ ﺍﻝﺠﺭﺍﺌﺩ ﺃﻴﻀﹰﺎ ﻤﺭﻭﻨﺔ ﺃﻜﺒﺭ ﻝﻠﻤﻌﻠﻥ ﻓﻴﻤـﺎ ﻴﺘﻌﻠـﻕ ﺒﺤﺠـﻡ‬
‫ﺍﻝﺭﺴﺎﻝﺔ ﺍﻹﻋﻼﻨﻴﺔ‪ ،‬ﻓﻬﻲ ﻗﺩ ﺘﺘﻀﻤﻥ ﻤﻠﺤﻘﹰﺎ ﺇﻀﺎﻓﻴﹰﺎ ﺨﺎﺹ ﺒﺎﻹﻋﻼﻨﺎﺕ ﺒﻨﻔﺱ ﻋﺩﺩ‬
‫ﺼﻔﺤﺎﺕ ﺍﻝﺠﺭﻴﺩﺓ‪ ،‬ﺃﻱ ﺍﻨﻪ ﻻ ﺘﻭﺠﺩ ﻗﻴﻭﺩ ﺘﺤﺩ ﻤﻥ ﺤﺠﻡ ﺍﻝﺭﺴﺎﻝﺔ ﺍﻹﻋﻼﻨﻴﺔ)‪.(٢١‬‬
‫ﻭﺒﺎﻹﻀﺎﻓﺔ ﺇﻝﻰ ﺫﻝﻙ ﻓﺈﻥ ﺍﻝﻤﻌﻠﻥ ﺃﻤﺎﻤﻪ ﺨﻴﺎﺭﺍﺕ ﻤﺘﻌـﺩﺩﺓ ﺘﻭﻓﺭﻫـﺎ ﻝـﻪ‬
‫ﺍﻝﺠﺭﻴﺩﺓ ﻓﻴﻤﺎ ﻴﺘﻌﻠﻕ ﺒﻤﺴﺎﺤﺔ ﺍﻹﻋﻼﻥ ﻭﻤﻭﻗﻌﻪ ﻓﻲ ﺍﻝﺼﺤﻴﻔﺔ‪ ،‬ﻭﺃﺤﺠﺎﻡ ﺍﻷﻨﺒـﺎﻁ‬
‫ﺍﻝﻤﺴﺘﺨﺩﻤﺔ ﻓﻴﻪ‪ ،‬ﻭﺍﻷﻝﻭﺍﻥ ﺍﻹﻀﺎﻓﻴﺔ ﺍﻝﺘﻲ ﻴﺭﻏﺏ ﻓﻲ ﺍﺴﺘﺨﺩﺍﻤﻬﺎ‪.‬‬
‫‪ -١٣‬ﺘﺘﻴﺢ ﺍﻝﺠﺭﺍﺌﺩ ﻝﻠﻘﺎﺭﺉ ﺇﻤﻜﺎﻨﻴﺔ ﺍﻻﺤﺘﻔﺎﻅ ﺒﺎﻹﻋﻼﻨﺎﺕ ﺍﻝﺘﻲ ﺘﻨﺸـﺭﻫﺎ‬
‫ﻝﻭﻗﺕ ﻁﻭﻴل ﻋﻥ ﻁﺭﻴﻕ ﻗﺼﻬﺎ‪ ،‬ﻭﺍﻝﺭﺠﻭﻉ ﺇﻝﻴﻬﺎ ﻤﺘﻰ ﺸﺎﺀ‪ ،‬ﺨﺎﺼﺔ ﻋﻨﺩﻤﺎ ﻴﺘﻌﻠﻕ‬
‫ﺍﻹﻋﻼﻥ ﺒﺴﻠﻌﺔ ﺃﻭ ﺨﺩﻤﺔ ﺃﻭ ﺃﻤﺭﺍﹰ ﻴﺭﺘﺒﻁ ﺒﺘﺨﺼﺼﻪ ﺃﻭ ﺒﻤﺠـﺎل ﻋﻤﻠـﻪ‪ ،‬ﻤﺜـل‬
‫ﺇﻋﻼﻨﺎﺕ ﺍﻝﺤﺎﺴﺒﺎﺕ "ﺍﻝﻜﻤﺒﻴﻭﺘﺭ" ﺃﻭ ﺍﻝﻘﻭﺍﻤﻴﺱ ﺍﻹﻝﻜﺘﺭﻭﻨﻴﺔ‪ ،‬ﺃﻭ ﻭﺼـﻔﺔ ﺩﻭﺍﺌﻴـﺔ‬
‫ﻤﻌﻴﻨﺔ‪ ،‬ﻭﻏﻴﺭﻫﺎ ﻤﻥ ﺍﻝﺴﻠﻊ ﺍﻝﺤﺩﻴﺜﺔ‪ ،‬ﺨﺎﺼﺔ ﺘﻠﻙ ﺍﻝﺘﻲ ﺘﺸﻬﺩ ﺘﻁﻭﻴﺭﺍﺕ ﻤﺴﺘﻤﺭﺓ‪،‬‬
‫ﻭﺫﻝﻙ ﺤﺘﻰ ﻴﻜﻭﻥ ﻤﺘﺎﺒﻌﺎﹰ ﻋﻥ ﻜﺜﺏ ﻝﻜل ﺠﺩﻴﺩ ﻓﻲ ﻤﺠﺎل ﺘﺨﺼﺼﻪ ﻭﺍﻫﺘﻤﺎﻤﻪ‪ ،‬ﺒﻤﺎ‬
‫ﻴﺘﻴﺢ ﻝﻪ ﻓﺭﺼﺔ ﺍﻝﻤﻘﺎﺭﻨﺔ ﺒﻴﻨﻬﺎ‪ ،‬ﻭﺇﻤﻜﺎﻨﻴﺔ ﺍﻝﻤﻔﺎﻀل ﻓﻲ ﺍﻗﺘﻨﺎﺀ ﺍﻷﺤﺩﺙ ﻭﺍﻷﻓﻀل‬
‫ﺩﺍﺌﻤﹰﺎ‪.‬‬
‫ﺏ‪ -‬ﻋﻴﻭﺏ ﺍﻝﺠﺭﺍﺌﺩ ﻜﻭﺴﻴﻠﺔ ﺇﻋﻼﻨﻴﺔ‪:‬‬
‫ﻤﺜﻠﻤﺎ ﻝﻠﺼﺤﺎﻓﺔ ﻜﻭﺴﻴﻠﺔ ﺇﻋﻼﻨﻴﺔ ﺍﻝﻌﺩﻴﺩ ﻤﻥ ﺍﻝﻤﺯﺍﻴﺎ ﺍﻝﺘﻲ ﺘﻀـﻔﻲ ﻋﻠﻴﻬـﺎ‬
‫ﺃﻫﻤﻴﺔ ﺨﺎﺼﺔ‪ ،‬ﻭﺘﺠﻌل ﻤﻨﻬﺎ ﺫﺍﺕ ﻤﻜﺎﻨﺔ ﻝﺩﻯ ﻜل ﻤﻥ ﺍﻝﻤﻌﻥ ﻭﺍﻝﺠﻤﻬﻭﺭ‪ ،‬ﻓﺈﻥ ﻝﻬﺎ‬
‫ﻜﺫﻝﻙ ﺒﻌﺽ ﻤﻥ ﺍﻝﻌﻴﻭﺏ ﺍﻝﺘﻲ ﻗﺩ ﺘﺤﺩ ﺒﺸﻜل ﻤﺎ ﻤﻥ ﻓﺎﻋﻠﻴﺘﻬﺎ ﺍﻹﻋﻼﻨﻴـﺔ‪ ،‬ﻭﻓـﻲ‬
‫ﺍﻝﻭﺍﻗﻊ ﻓﺈﻨﻪ ﻭﻜﻤﺎ ﻝﻜل ﻭﺴﻴﻠﺔ ﺇﻋﻼﻨﻴﺔ ﻤﺯﺍﻴﺎ ﻤﻌﻴﻨﺔ‪ ،‬ﻓﺈﻨﻬﺎ ﻜﺫﻝﻙ ﻻ ﺘﺨﻠـﻭ ﻤـﻥ‬
‫ﺒﻌﺽ ﺍﻝﻌﻴﻭﺏ‪ ،‬ﻓﺎﻷﻤﺭ ﺇﺫﹰﺍ ﻝﻴﺱ ﻗﺼﺭﹰﺍ ﻋﻠﻰ ﺍﻝﺼﺤﺎﻓﺔ ﺩﻭﻥ ﻏﻴﺭﻫﺎ ﻤﻥ ﺍﻝﻭﺴﺎﺌل‬
‫ﺍﻷﺨﺭﻯ‪ ،‬ﻝﻜﻨﻪ ﻴﻨﺴﺤﺏ ﺃﻴﻀﺎﹰ ﻋﻠﻰ ﻜل ﻭﺴﺎﺌل ﺍﻹﻋﻼﻥ ﺍﻝﻤﺨﺘﻠﻔﺔ‪ ،‬ﺇﻻ ﺃﻥ ﺤـﺩﻭﺩ‬
‫ﻫﺫﺍ ﺍﻝﺒﺤﺙ ﺘﻘﻑ ﻋﻨﺩ ﺩﺭﺍﺴﺔ ﺍﻹﻋﻼﻥ ﻓﻲ ﺍﻝﺼﺤﺎﻓﺔ‪ ،‬ﻭﻝﻴﺱ ﻤﻥ ﺃﻫﺩﺍﻓﻪ ﺍﻝﺘﻌﺭﺽ‬
‫ﻝﻭﺴﺎﺌل ﺍﻹﻋﻼﻥ ﺍﻷﺨﺭﻯ‪ ،‬ﻭﺒﺎﻝﺘﺎﻝﻲ ﻓﺈﻨﻨﺎ ﻋﻨﺩﻤﺎ ﻨﺸﻴﺭ ﺇﻝـﻰ ﻋﻴـﻭﺏ ﺍﻝﺠﺭﺍﺌـﺩ‬
‫‪Copyright © 2017.‬‬
‫‪copyright law.‬‬

‫‪-٢٢٨-‬‬

‫‪EBSCO Publishing : eBook Arabic Collection Trial - printed on 4/4/2020 5:48 PM via MINISTÈRE DE L''EDUCATION‬‬
‫‪NATIONALE, DE LA FORMATION PROFESSIONNELLE‬‬
‫; ‪AN: 1945112‬‬ ‫;‪.‬‬
‫‪Account: ns063387‬‬
‫‪. All rights reserved. May not be reproduced in any form without permission from the publisher, except fair uses permitted under U.S. or applicable‬‬

‫ﻜﻭﺴﻴﻠﺔ ﺇﻋﻼﻨﻴﺔ ﻓﺈﻥ ﺫﻝﻙ ﻝﻴﺱ ﻤﻥ ﺒﺎﺏ ﺍﻝﺘﻘﻠﻴل ﻤﻥ ﺃﻫﻤﻴﺘﻬﺎ ﺒﻘﺩﺭ ﻤﺎ ﻴﻌﺩ ﻨﻅـﺭﺓ‬
‫ﻤﻭﻀﻭﻋﻴﺔ ﻝﻠﺤﺎل ﺍﻝﺫﻱ ﻋﻠﻴﻪ ﺍﻹﻋﻼﻥ ﻓﻲ ﻫﺫﻩ ﺍﻝﻭﺴﻴﻠﺔ‪.‬‬
‫ﻭﻗﺩ ﺤﺩﺩ ﻋﺩﺩ ﻤﻥ ﺍﻷﺴﺎﺘﺫﺓ ﺍﻝﻤﺘﺨﺼﺼﻴﻥ ﻭﺍﻝﺒﺎﺤﺜﻴﻥ ﻤﺠﻤﻭﻋﺔ ﻤﻥ ﺍﻝﻌﻴﻭﺏ‬
‫ﺍﻝﻤﺭﺘﺒﻁﺔ ﺒﺎﻝﺠﺭﺍﺌﺩ ﻜﻭﺴﻴﻠﺔ ﺇﻋﻼﻨﻴﺔ ﻭﺫﻝﻙ ﻜﺎﻝﺘﺎﻝﻲ‪:‬‬
‫‪ -١‬ﻗﺼﺭ ﺤﻴﺎﺓ ﺍﻹﻋﻼﻥ ﻓﻲ ﺍﻝﺠﺭﺍﺌﺩ‪ :‬ﻻ ﻴﺘﺠﺎﻭﺯ ﻋﻤﺭ ﺤﻴﺎﺓ ﺍﻹﻋﻼﻥ ﻓﻲ‬
‫ﺍﻝﺠﺭﻴﺩﺓ ﻴﻭﻡ ﺼﺩﻭﺭﻫﺎ‪ ،‬ﻭﻫﻭ ﻤﺎ ﻴﻌﻨﻲ ﺘﻀﺎﺅل ﻭﺍﻨﻌﺩﺍﻡ ﺘﺄﺜﻴﺭ ﺍﻹﻋﻼﻥ ﺍﻝﻤﻨﺸﻭﺭ‬
‫ﻓﻲ ﺍﻝﺠﺭﻴﺩﺓ ﺒﻌﺩ ﻴﻭﻡ ﻭﺍﺤﺩ ﻓﻘﻁ ﻤﻥ ﻨﺸﺭﻩ‪ ،‬ﻓﺎﻝﺘﻔﺭﻗﺔ ﺍﻝﺯﻤﻨﻴـﺔ ﺍﻝﻘﺼـﻴﺭﺓ ﺍﻝﺘـﻲ‬
‫ﻴﻘﻀﻴﻬﺎ ﺍﻝﻘﺎﺭﺉ ﻓﻲ ﺍﻹﻁﻼﻉ ﻋﻠﻰ ﺍﻝﺠﺭﻴﺩﺓ ﺘﺠﻌل ﻤﻥ ﺇﻤﻜﺎﻨﻴﺔ ﺍﻝﺘﻌﺭﺽ ﻝﻺﻋﻼﻥ‬
‫ﺃﻜﺜﺭ ﻤﻥ ﻤﺭﺓ ﺃﻤﺭﹰﺍ ﻤﺴﺘﺒﻌﺩﹰﺍ)‪ ،(٢٢‬ﻜﻤﺎ ﺃﻥ ﻋﺩﻡ ﺍﻻﺤﺘﻔﺎﻅ ﺒﺎﻝﺠﺭﺍﺌﺩ ﻓﻲ ﺍﻝﻤﻨـﺎﺯل‬
‫ﻷﻭﻗﺎﺕ ﻁﻭﻴﻠﺔ ﻨﻅﺭﹰﺍ ﻝﺼﺩﻭﺭﻫﺎ ﺍﻝﻴﻭﻤﻲ ﻴﻘﻠل ﺇﻝﻰ ﺤﺩ ﻜﺒﻴﺭ ﻤﻥ ﻓﺭﺼﺔ ﺍﻹﻁﻼﻉ‬
‫ﻋﻠﻴﻬﺎ ﻤﺭﺓ ﺜﺎﻨﻴﺔ‪ ،‬ﺇﺫ ﻝﻴﺱ ﻫﻨﺎﻙ –ﻜﻤﺎ ﻴﻘﺎل‪ -‬ﺃﻗﺩﻡ ﻤﻥ ﺠﺭﻴﺩﺓ ﺍﻷﻤﺱ‪ ،‬ﻭﻓﻲ ﻭﺍﻗﻊ‬
‫ﺍﻷﻤﺭ ﻓﺈﻥ ﻫﺫﺍ ﺍﻝﻌﻴﺏ ﻻ ﺘﻨﻔﺭﺩ ﺒﻪ ﺍﻝﺼﺤﻑ ﺩﻭﻥ ﻏﻴﺭﻫﺎ ﻤﻥ ﻭﺴـﺎﺌل ﺍﻹﻋـﻼﻥ‬
‫ﺍﻷﺨﺭﻯ‪ ،‬ﻓﺈﺫﺍ ﺍﺴﺘﺜﻨﻴﻨﺎ ﺍﻝﻤﺠﻼﺕ ﻓﺈﻥ ﺒﺎﻗﻲ ﺍﻝﻭﺴﺎﺌل ﺘﺸﺘﺭﻙ ﻓﻲ ﻫﺫﺍ ﺍﻝﻌﻴﺏ‪.‬‬
‫ﻭﺒﺈﻤﻜﺎﻥ ﺍﻝﺠﺭﺍﺌﺩ ﺘﻼﻓﻲ ﺫﻝﻙ ﺃﻭ ﺍﻝﺤﺩ ﻤﻨﻪ ﻋﻥ ﻁﺭﻴـﻕ ﺤﺴـﻥ ﺍﺨﺘﻴـﺎﺭ‬
‫ﺍﻝﻤﻭﺍﻗﻊ ﺍﻹﻋﻼﻨﻴﺔ ﺍﻝﺠﻴﺩﺓ ﺍﻝﻤﻼﺼﻘﺔ ﻝﻸﺤﺩﺍﺙ ﺍﻝﻬﺎﻤﺔ‪ ،‬ﻭﺍﻹﻋﻼﻥ ﻓﻲ ﺍﻝﺼـﻔﺤﺎﺕ‬
‫ﺍﻝﻤﺘﺨﺼﺼﺔ ﺒﻤﺎ ﻴﺘﻔﻕ ﻤﻊ ﻤﻀﻤﻭﻥ ﺍﻹﻋﻼﻥ ﻭﺠﻤﻬﻭﺭﻩ‪ ،‬ﺒﺎﻹﻀﺎﻓﺔ ﺇﻝﻰ ﺍﺴﺘﺨﺩﺍﻡ‬
‫ﺍﻷﻝﻭﺍﻥ ﻭﻭﺴﺎﺌل ﺍﻹﺒﺭﺍﺯ ﺍﻝﻤﺨﺘﻠﻔﺔ‪ ،‬ﻭﺘﻜﺭﺍﺭ ﻨﺸﺭ ﺍﻹﻋﻼﻥ ﺍﻝﻭﺍﺤﺩ ﻋﺩﺓ ﻤﺭﺍﺕ ﻓﻲ‬
‫ﺃﻋﺩﺍﺩ ﻤﺨﺘﻠﻔﺔ ﻭﻓﻲ ﻤﻭﺍﻗﻊ ﻤﺨﺘﻠﻔﺔ ﺃﻴﻀﺎﹰ‪ ،‬ﻭﺫﻝﻙ ﺤﺘﻰ ﻨﻀﻤﻥ ﺤـﺩﻭﺙ ﺍﻝﺘـﺄﺜﻴﺭ‬
‫ﺍﻝﺴﺭﻴﻊ ﻓﻲ ﻨﻔﺱ ﺍﻝﻘﺎﺭﺉ ﺍﻝﺫﻱ ﻗﺩ ﻻ ﻴﻌﻴﺩ ﺘﺼﻔﺢ ﺍﻝﺠﺭﻴﺩﺓ ﻤﺭﺓ ﺃﺨﺭﻯ‪.‬‬
‫‪ -٢‬ﻤﻨﺎﻓﺴﺔ ﻭﺴﺎﺌل ﺍﻹﻋﻼﻡ ﺍﻹﻝﻜﺘﺭﻭﻨﻴﺔ‪ :‬ﺤﺙ ﻴﺭﻯ ﺍﻝﺒﻌﺽ ﺃﻨﻪ ﺍﻝﻤﻨﺎﻓﺴﺔ‬
‫ﺍﻝﺸﺩﻴﺩﺓ ﻝﻭﺴﺎﺌل ﺍﻹﻋﻼﻡ ﺍﻹﻝﻜﺘﺭﻭﻨﻴﺔ ﻗﺩ ﺴﺤﺒﺕ ﺍﻝﺒﺴﺎﻁ ﻤﻥ ﺘﺤﺕ ﺃﻗﺩﺍﻡ ﺍﻝﺼﺤﻑ‬
‫ﺒﻌﺩ ﺃﻥ ﺃﺼﺒﺤﺕ ﺃﻜﺜﺭ ﺠﺎﺫﺒﻴﺔ ﻭﺘﺄﺜﻴﺭ‪ ،‬ﻭﺒﺎﻝﺘﺎﻝﻲ ﻓﻘﺩ ﺘﺭﺍﺠﻊ ﺍﻹﻗﺒﺎل ﻋﻠﻰ ﺍﻝﺠﺭﺍﺌﺩ‬
‫ﺒﺸﻜل ﻭﺍﻀﺢ ﻤﻤﺎ ﻗﻠل ﻤﻥ ﺃﻫﻤﻴﻬﺎ ﻜﻭﺴﻴﻠﺔ ﺇﻋﻼﻨﻴﺔ)‪ ،(٢٣‬ﺇﻻ ﺃﻨﻨﺎ ﻨﺒﺩﻱ ﺘﺤﻔﻅﹰﺎ ﻋﻠﻰ‬
‫‪Copyright © 2017.‬‬
‫‪copyright law.‬‬

‫‪-٢٢٩-‬‬

‫‪EBSCO Publishing : eBook Arabic Collection Trial - printed on 4/4/2020 5:48 PM via MINISTÈRE DE L''EDUCATION‬‬
‫‪NATIONALE, DE LA FORMATION PROFESSIONNELLE‬‬
‫; ‪AN: 1945112‬‬ ‫;‪.‬‬
‫‪Account: ns063387‬‬
‫‪. All rights reserved. May not be reproduced in any form without permission from the publisher, except fair uses permitted under U.S. or applicable‬‬

‫ﻫﺫﺍ ﺍﻝﺭﺃﻱ ﻓﻤﻊ ﺍﻋﺘﺭﺍﻓﻨﺎ ﺒﻭﺠﻭﺩ ﻤﻨﺎﻓﺴﺔ ﺤﺎﺩﺓ ﻤﻥ ﻗﺒل ﺒﻌـﺽ ﺘﻠـﻙ ﺍﻝﻭﺴـﺎﺌل‬
‫ﻭﺨﺎﺼﺔ ﺍﻝﺘﻠﻴﻔﺯﻴﻭﻥ‪ ،‬ﺇﻻ ﺃﻨﻨﺎ ﺃﻥ ﺍﻝﺼﺤﻑ ﻗﺩ ﺤﺎﻓﻅﺕ ﻋﻠﻰ ﻤﻜﺎﻨﺘﻬﺎ ﻁﻭﺍل ﺍﻝﻌﻘﻭﺩ‬
‫ﺍﻝﻤﺎﻀﻴﺔ ﻭﺫﻝﻙ ﻋﻠﻰ ﺍﻝﺭﻏﻡ ﻤﻥ ﺍﻝﻤﺨﺎﻭﻑ ﺍﻝﺘﻲ ﺃﺒﺩﺍﻫﺎ ﺍﻝـﺒﻌﺽ ﺇﺜـﺭ ﻅﻬـﻭﺭ‬
‫ﺍﻝﺘﻠﻴﻔﺯﻴﻭﻥ‪ ،‬ﻭﻤﺎ ﺭﺍﻓﻕ ﺫﻝﻙ ﻤﻥ ﺍﻋﺘﻘﺎﺩ ﺒﺘﺭﺍﺠﻊ ﺍﻝﺼﺤﻑ‪ ،‬ﻭﺭﺒﻤﺎ ﺍﺨﺘﻔﺎﺅﻫـﺎ‪ ،‬ﺇﻻ‬
‫ﺃﻥ ﺍﻝﻭﺍﻗﻊ ﺃﺜﺒﺕ ﺃﻥ ﺍﻝﺼﺤﻑ ﻤﺎ ﺘﺯﺍل ﻭﺴﻴﻠﺔ ﺇﻋﻼﻤﻴﺔ –ﻭﺒﺎﻝﺘﺎﻝﻲ ﺇﻋﻼﻨﻴﺔ‪ -‬ﻋﻠﻰ‬
‫ﻗﺩﺭ ﻜﺒﻴﺭ ﻤﻥ ﺍﻷﻫﻤﻴﺔ ﺒﺸﻜل ﺭﺒﻤﺎ ﻴﻔﻭﻕ ﺍﻝﻭﺴﺎﺌل ﺍﻷﺨﺭﻯ)‪.(٢٤‬‬
‫ﻼ ﻤﻬﻤﹰﺎ ﺠـﺩﹰﺍ ﻝﺘﻘـﺩﻴﻡ‬
‫‪ -٣‬ﻀﻌﻑ ﻋﻨﺼﺭ ﺍﻹﺨﺭﺍﺝ‪ :‬ﻴﻌﺘﺒﺭ ﺍﻹﺨﺭﺍﺝ ﻋﺎﻤ ﹰ‬
‫ﺍﻹﻋﻼﻨﺎﺕ ﻓﻲ ﺍﻝﺼﺤﻑ‪ ،‬ﻭﻨﻅﺭﹰﺍ ﻝﻜﻭﻥ ﻫﺫﻩ ﺍﻝﻌﻤﻠﻴﺔ ﺘﺘﻡ ﺒﺼﻭﺭﺓ ﺴﺭﻴﻌﺔ ﺨﺎﺼﺔ‬
‫ﻓﻲ ﺍﻝﺠﺭﺍﺌﺩ ﺍﻝﻴﻭﻤﻴﺔ ﻓﺈﻥ ﺫﻝﻙ ﻴﻨﻌﻜﺱ ﺒﺼﻭﺭﺓ ﺴﻠﺒﻴﺔ ﻋﻠﻰ ﺍﻹﻋﻼﻨﺎﺕ ﺍﻝﺘﻲ ﻴـﺘﻡ‬
‫ﺇﺨﺭﺍﺠﻬﺎ ﻓﻲ ﺯﻤﻥ ﻻ ﻴﺘﻴﺢ ﺇﻅﻬﺎﺭﻫﺎ ﺒﺸﻜل ﺠﻴﺩ ﺒﺴﺒﺏ ﻀﻴﻕ ﺍﻝﻭﻗﺕ‪ ،‬ﻭﻫﻭ ﻤـﺎ‬
‫ﻴﺅﺜﺭ ﻓﻲ ﺍﻝﺸﻜل ﺍﻝﻨﻬﺎﺌﻲ ﻝﻺﻋﻼﻥ ﻭﻴﻘﻠل ﺒﺎﻝﺘﺎﻝﻲ ﻤﻥ ﺠﺎﺫﺒﻴﺘﻪ)‪ ،(٢٥‬ﻭﻋﻠﻰ ﺍﻝـﺭﻏﻡ‬
‫ﻤﻥ ﻤﻭﺍﻓﻘﺘﻨﺎ ﻋﻠﻰ ﻭﺠﻭﺩ ﺒﻌﺽ ﺍﻝﻘﺼﻭﺭ ﺍﻝﺫﻱ ﻴﺸﻭﺏ ﺍﻝﺠﺭﺍﺌﺩ ﻓﻲ ﻫﺫﺍ ﺍﻝﺠﺎﻨﺏ‪،‬‬
‫ﺇﻻ ﺃﻥ ﺫﻝﻙ ﺭﺒﻤﺎ ﻜﺎﻥ ﻴﺤﺩﺙ ﻓﻲ ﺍﻝﻤﺎﻀﻲ‪ ،‬ﻭﻗﺩ ﺘﺭﺍﺠﻊ ﺍﻵﻥ ﺇﻝﻰ ﺤﺩ ﻜﺒﻴﺭ ﺒﻌـﺩ‬
‫ﺩﺨﻭل ﺍﻝﻜﻤﺒﻴﻭﺘﺭ ﺇﻝﻰ ﻋﺎﻝﻡ ﺍﻝﺼﺤﺎﻓﺔ‪ ،‬ﻭﺍﺴﺘﺨﺩﺍﻤﻪ ﻓﻲ ﻋﺩﺩ ﻤﻥ ﺍﻝﻌﻤﻠﻴﺎﺕ ﺍﻝﻔﻨﻴـﺔ‬
‫ﻜﺎﻝﺠﻤﻊ ﺍﻝﻤﺭﺌﻲ ﻭﺍﻹﺨﺭﺍﺝ ﻭﺍﻝﺘﻨﻔﻴﺫ‪ ،‬ﻭﻫﻭ ﻤﺎ ﻴﺘﻴﺢ ﺠﻭﺩﺓ ﻋﺎﻝﻴﺔ ﻭﺴﺭﻋﺔ ﻓﺎﺌﻘﺔ ﻓﻲ‬
‫ﺇﻨﺠﺎﺯ ﺘﻠﻙ ﺍﻝﻌﻤﻠﻴﺎﺕ ﺍﻝﻔﻨﻴﺔ‪ ،‬ﻭﺍﻻﺴﺘﻔﺎﺩﺓ ﻤﻥ ﻜل ﺫﻝﻙ ﻓﻲ ﺘﻘﺩﻴﻡ ﺘﺼﻤﻴﻤﺎﺕ ﺇﻋﻼﻨﻴﺔ‬
‫ﻤﺒﺘﻜﺭﺓ ﻭﻤﺘﻤﻴﺯﺓ ﻭﻤﺘﻁﻭﺭﺓ ﺒﻤﺎ ﻴﻭﻓﺭ ﺍﻝﻜﺜﻴﺭ ﻤﻥ ﺍﻝﺠﻬﺩ ﻭﺍﻝﻭﻗﺕ ﻭﻴﻀﻔﻲ ﻤﺴـﺤﺔ‬
‫ﻓﻨﻴﺔ ﻭﺠﻤﺎﻝﻴﺔ ﻋﻠﻰ ﺍﻝﺸﻜل ﺍﻝﻨﻬﺎﺌﻲ ﻝﺼﻔﺤﺎﺕ ﺍﻝﺠﺭﻴﺩﺓ)‪.(٢٦‬‬
‫‪ -٤‬ﺍﺯﺩﺤﺎﻡ ﺍﻹﻋﻼﻨﺎﺕ ﻓﻲ ﺍﻝﺠﺭﺍﺌﺩ‪ :‬ﻨﻅﺭﹰﺍ ﻷﺴﻌﺎﺭ ﺍﻹﻋﻼﻨﺎﺕ ﺍﻝﻤﻨﺨﻔﻀﺔ‬
‫ﻓﻲ ﺍﻝﺠﺭﻴﺩﺓ ﻭﻤﺎ ﻴﺘﺭﺘﺏ ﻋﻠﻴﻪ ﻤﻥ ﺇﻗﺒﺎل ﻤﺘﺯﺍﻴﺩ ﻝﻠﻤﻌﻠﻨﻴﻥ ﻋﻠﻰ ﻨﺸﺭ ﺇﻋﻼﻨﺎﺘﻬﻡ ﻓﻲ‬
‫ﻫﺫﻩ ﺍﻝﻭﺴﻴﻠﺔ ﻓﺈﻥ ﺫﻝﻙ ﻴﺅﺩﻱ ﺇﻝﻰ ﺍﺯﺩﺤﺎﻡ ﺍﻹﻋﻼﻨﺎﺕ ﺍﻝﻤﻨﺸﻭﺭﺓ ﻓـﻲ ﺍﻝﺼـﻔﺤﺔ‬
‫ﺍﻝﻭﺍﺤﺩﺓ‪ ،‬ﻭﻫﻭ ﻤﺎ ﻴﻌﺩ ﻋﻨﺼﺭﹰﺍ ﺴﻠﺒﻴﹰﺎ ﻴﻀﺭ ﺒﻤﺼﺎﻝﺢ ﺍﻝﻤﻌﻠﻥ ﺍﻝﺫﻱ ﻻ ﻴﺠﺩ ﺇﻋﻼﻨﻪ‬
‫ﻓﺭﺼﺔ ﻝﻠﻅﻬﻭﺭ ﻭﻝﻔﺕ ﺍﻨﺘﺒﺎﻩ ﺍﻝﻘﺎﺭﺉ)‪ ،(٢٧‬ﺇﻻ ﺃﻨﻪ ﺒﺈﻤﻜﺎﻥ ﺍﻝﻤﻌﻠﻥ ﺃﻥ ﻴﺘﺠﻨﺏ ﺫﻝـﻙ‬
‫‪Copyright © 2017.‬‬
‫‪copyright law.‬‬

‫‪-٢٣٠-‬‬

‫‪EBSCO Publishing : eBook Arabic Collection Trial - printed on 4/4/2020 5:48 PM via MINISTÈRE DE L''EDUCATION‬‬
‫‪NATIONALE, DE LA FORMATION PROFESSIONNELLE‬‬
‫; ‪AN: 1945112‬‬ ‫;‪.‬‬
‫‪Account: ns063387‬‬
‫‪. All rights reserved. May not be reproduced in any form without permission from the publisher, except fair uses permitted under U.S. or applicable‬‬

‫ﻋﻥ ﻁﺭﻴﻕ ﺤﺠﺯ ﻤﺴﺎﺤﺔ ﺃﻜﺒﺭ ﻓﻲ ﻤﻭﺍﻗﻊ ﻤﺘﻤﻴﺯﺓ ﻤﻊ ﺘﻜـﺭﺍﺭ ﻨﺸـﺭ ﺍﻹﻋـﻼﻥ‬
‫ﻤﺭﺍﺕ ﻤﺘﺘﺎﻝﻴﺔ ﻓﻲ ﺃﻤﺎﻜﻥ ﻤﺨﺘﻠﻔﺔ ﻋﻠﻰ ﺍﻝﺼﻔﺤﺔ‪.‬‬
‫‪ -٥‬ﺍﻹﻨﺘﺎﺝ ﺍﻝﺭﺩﻱﺀ‪ :‬ﻓﺎﻝﻭﺭﻕ ﺍﻝﻤﺴﺘﺨﺩﻡ ﻓﻲ ﺍﻝﺠﺭﺍﺌﺩ ﻫﻭ ﻋﺎﺩﺓ ﻤﻥ ﺍﻝﻭﺭﻕ‬
‫ﺫﻭ ﺍﻝﺠﻭﺩﺓ ﺍﻝﻤﺤﺩﻭﺩﺓ‪ ،‬ﻭﻫﻭ ﻤﺎ ﻻ ﻴﺘﻴﺢ ﺍﻝﻔﺭﺼﺔ ﻝﻠﻁﺒﺎﻋـﺔ ﺍﻷﻨﻴﻘـﺔ ﺃﻭ ﺇﻅﻬـﺎﺭ‬
‫ﺍﻝﺼﻭﺭ ﺒﺎﻝﺸﻜل ﺍﻝﻤﻁﻠﻭﺏ‪ ،‬ﻭﻋﻠﻰ ﺫﻝﻙ ﻓﺈﻥ ﺍﻝﺠﺭﺍﺌﺩ ﻻ ﺘﻨﺎﺴﺏ ﻜﺜﻴﺭﹰﺍ ﺍﻹﻋﻼﻨﺎﺕ‬
‫ﺍﻝﻤﻠﻭﻨﺔ‪ ،‬ﻭﺍﻝﺴﻠﻊ ﺍﻝﺘﻲ ﺘﻌﺘﻤﺩ ﻓﻲ ﺇﻋﻼﻨﺎﺘﻬﺎ ﻋﻠﻰ ﺍﻝﺼـﻭﺭ ﻭﺍﻝﺭﺴـﻭﻡ ﺍﻝﻤﻌﻘـﺩﺓ‬
‫ﻓﻨﻴﹰﺎ)‪.(٢٨‬‬
‫ﺇﻻ ﺃﻥ ﻫﺫﺍ ﺍﻝﻘﺼﻭﺭ ﻓﻲ ﺍﻝﺠﺭﺍﺌﺩ ﻗﺩ ﺒﺩﺃ ﻓﻲ ﺍﻝﺘﺭﺍﺠﻊ ﻨﺴﺒﻴﹰﺎ ﺨﺎﺼﺔ ﺒﻌﺩ ﺃﻥ‬
‫ﺒﺩﺃﺕ ﺍﻝﻌﺩﻴﺩ ﻤﻥ ﺍﻝﺠﺭﺍﺌﺩ ﺍﻝﻜﺒﻴﺭﺓ ﺫﺍﺕ ﺍﻹﻤﻜﺎﻨﻴﺎﺕ ﺍﻝﻀﺨﻤﺔ ﻓﻲ ﺍﺴﺘﺨﺩﺍﻡ ﺍﻷﻝﻭﺍﻥ‬
‫ﻓﻲ ﺒﻌﺽ ﺼﻔﺤﺎﺘﻬﺎ‪ ،‬ﻭﻫﻭ ﻤﺎ ﺍﻨﻌﻜﺱ ﻋﻠﻰ ﺍﻹﻋﻼﻨﺎﺕ ﺒﺸـﻜل ﻭﺍﻀـﺢ ﺍﻝﺘـﻲ‬
‫ﺍﺴﺘﻔﺎﺩﺕ ﻤﻥ ﻫﺫﺍ ﺍﻝﺘﻁﻭﻴﺭ ﻓﻲ ﺍﻝﻅﻬﻭﺭ ﺒﻤﻅﻬﺭ ﻻﺌﻕ ﻴﺯﻴﺩ ﻤﻥ ﻓﺭﺼﺔ ﻨﺠﺎﺤﻬـﺎ‬
‫ﻓﻲ ﺘﺤﻘﻴﻕ ﺃﻫﺩﺍﻓﻬﺎ‪.‬‬
‫‪ -٦‬ﺍﻻﻓﺘﻘﺎﺭ ﺇﻝﻰ ﺍﻻﻨﺘﻘﺎﺌﻴﺔ‪ :‬ﺘﻌﺩ ﺍﻝﺠﺭﺍﺌﺩ ﻭﺴﻴﻠﺔ ﻏﻴﺭ ﺍﻨﺘﻘﺎﺌﻴﺔ ﻤﻥ ﺤﻴـﺙ‬
‫ﺍﻝﺠﻭﺍﻨﺏ ﺍﻝﺩﻴﻤﻭﻏﺭﺍﻓﻴﺔ ﺃﻭ ﺴﻤﺎﺕ ﻨﻤﻁ ﺍﻝﺤﻴﺎﺓ‪ ،‬ﺫﻝﻙ ﻷﻥ ﺍﻝﺠﺭﺍﺌﺩ ﺘﺘﻤﻴﺯ ﺒﺘﻐﻁﻴﺘﻬﺎ‬
‫ﺍﻝﻤﺘﺴﻌﺔ ﻭﺘﺼل ﺇﻝﻰ ﺠﻤﻬﻭﺭ ﻋﺭﻴﺽ ﻤﻥ ﺍﻝﻤﺴﺘﻬﻠﻜﻴﻥ ﺘﺨﺘﻠﻑ ﻭﺘﺘﺒـﺎﻴﻥ ﺃﻨﻤـﺎﻁ‬
‫ﺍﺴﺘﻬﻼﻜﻬﻡ‪ ،‬ﻭﻫﻭ ﻤﺎ ﻴﺸﻜل ﻋﺎﺌﻘﹰﺎ ﺃﻤﺎﻡ ﺍﻝﻤﻌﻠﻨﻴﻥ ﻓﻲ ﺍﻝﺘﺭﻜﻴﺯ ﻋﻠﻰ ﺠﺯﺀ ﻤﺤﺩﺩ ﻤﻥ‬
‫ﺍﻝﺴﻭﻕ ﻤﻥ ﺨﻼل ﺍﻝﺠﺭﺍﺌﺩ)‪.(٢٩‬‬
‫‪ -٧‬ﺼﻌﻭﺒﺔ ﺍﺨﺘﻴﺎﺭ ﻤﻭﻗﻊ ﺍﻹﻋﻼﻥ‪ :‬ﻤﻥ ﺍﻝﻤﺘﻌـﺎﺭﻑ ﻋﻠﻴـﻪ ﺃﻥ ﺒﻌـﺽ‬
‫ﺍﻝﺼﻔﺤﺎﺕ ﺃﻫﻡ ﻤﻥ ﻏﻴﺭﻫﺎ‪ ،‬ﻜﻤﺎ ﺃﻥ ﺒﻌﺽ ﺃﺠﺯﺍﺀ ﺍﻝﺼﻔﺤﺎﺕ ﺘﻌـﺩ ﺃﻫـﻡ ﻤـﻥ‬
‫ﺍﻷﺠﺯﺍﺀ ﺍﻷﺨﺭﻯ ﻤﻥ ﺤﻴﺙ ﻗﺩﺭﺘﻬﺎ ﻋﻠﻰ ﻝﻔﺕ ﺍﻨﺘﺒﺎﻩ ﺍﻝﻘﺎﺭﺉ‪ ،‬ﻭﺇﺫﺍ ﻜﺎﻥ ﺍﻝﻤﻌﻠـﻥ‬
‫ﻴﺴﺘﻁﻴﻊ ﺍﻝﺘﺤﻜﻡ ﻓﻲ ﺘﺤﺩﻴﺩ ﺍﻝﺼﻔﺤﺔ ﺍﻝﺘﻲ ﺴﻴﻨﺸﺭ ﻓﻴﻬﺎ ﺇﻋﻼﻨﻪ‪ ،‬ﻓﺈﻨﻪ ﻝﻴﺱ ﺒﺈﻤﻜﺎﻨﻪ‬
‫ﺃﻥ ﻴﺘﺤﻜﻡ ﻓﻲ ﺍﻝﻤﻭﻗﻊ ﺍﻝﺫﻱ ﺴﻴﺨﺼﺹ ﻝﻨﺸﺭ ﺍﻹﻋﻼﻥ ﺩﺍﺨل ﺍﻝﺼﻔﺤﺔ ﻨﻔﺴﻬﺎ‪ ،‬ﺯﺩ‬
‫ﻋﻠﻰ ﺫﻝﻙ ﻓﺈﻥ ﺍﻝﻤﻌﻠﻥ ﻻ ﻴﺴﺘﻁﻴﻊ ﺃﻴﻀﹰﺎ ﺍﺨﺘﻴﺎﺭ ﺍﻝﻤﺎﺩﺓ ﺍﻝﺘﺤﺭﻴﺭﻴﺔ ﺍﻝﺘﻲ ﻴﺘﻡ ﻨﺸﺭﻫﺎ‬
‫‪Copyright © 2017.‬‬
‫‪copyright law.‬‬

‫‪-٢٣١-‬‬

‫‪EBSCO Publishing : eBook Arabic Collection Trial - printed on 4/4/2020 5:48 PM via MINISTÈRE DE L''EDUCATION‬‬
‫‪NATIONALE, DE LA FORMATION PROFESSIONNELLE‬‬
‫; ‪AN: 1945112‬‬ ‫;‪.‬‬
‫‪Account: ns063387‬‬
‫‪. All rights reserved. May not be reproduced in any form without permission from the publisher, except fair uses permitted under U.S. or applicable‬‬

‫ﺒﻤﺤﺎﺫﺍﺕ ﺇﻋﻼﻨﻪ‪ ،‬ﻭﻫﻭ ﺍﻷﻤﺭ ﺍﻝﺫﻱ ﻴﻌﺩ ﻏﺎﻴﺔ ﻓﻲ ﺍﻷﻫﻤﻴﺔ‪ ،‬ﺨﺎﺹ ﺇﺫﺍ ﻋﺭﻓﻨﺎ ﺃﻥ‬
‫ﺒﻌﺽ ﺍﻝﻤﻭﺍﺩ ﺍﻝﺼﺤﻔﻴﺔ ﻝﻬﺎ ﺁﺜﺎﺭﹰﺍ ﻗﺩ ﺘﻜﻭﻥ ﺴﻠﺒﻴﺔ ﺃﻭ ﺇﻴﺠﺎﺒﻴﺔ ﻋﻠﻰ ﺍﻹﻋﻼﻥ ﻭﺫﻝﻙ‬
‫ﻭﻓﻘﹰﺎ ﻝﻤﻀﻤﻭﻥ ﺘﻠﻙ ﺍﻝﻤﻭﺍﺩ)‪.(٣٠‬‬
‫ﻭﻝﺘﻼﻓﻲ ﺍﻝﻭﻗﻭﻉ ﻓﻲ ﻤﺜل ﻫﺫﻩ ﺍﻝﻤﻁﺒـﺎﺕ ﻓـﺈﻥ ﻋﻠـﻰ ﺇﺩﺍﺭﺓ ﺍﻹﻋـﻼﻥ‬
‫ﺒﺎﻝﺼﺤﻴﻔﺔ ﺃﻭ ﺍﻝﻤﺅﺴﺴﺔ ﺍﻝﺼﺤﻔﻴﺔ ﺃﻥ ﺘﻨﺴﻕ ﻤﺴﺒﻘﹰﺎ ﻤﻊ ﺍﻝﻤﺤﺭﺭ ﺍﻝﻤﺴـﺅﻭل ﻋـﻥ‬
‫ﺍﻝﺼﻔﺤﺔ ﺍﻝﺘﻲ ﺴﻴﻨﺸﺭ ﻓﻴﻬﺎ ﺍﻹﻋﻼﻥ‪ ،‬ﺒﺤﻴﺙ ﻴﺭﺍﻋﻰ ﻋﺩﻡ ﻨﺸﺭ ﺍﻹﻋﻼﻨـﺎﺕ ﺇﻝـﻰ‬
‫ﺠﺎﻨﺏ ﺍﻝﻤﻭﺍﺩ ﺍﻝﺼﺤﻔﻴﺔ ﺍﻝﺘﺤﺭﻴﺭﻴﺔ ﺍﻝﺘﻲ ﻤﻥ ﺸﺄﻨﻬﺎ ﺃﻥ ﺘﻘﻠل ﻤﻥ ﺃﺜـﺭ ﺍﻹﻋـﻼﻥ‬
‫ﻼ‪ -‬ﻨﺸﺭ ﺇﻋﻼﻥ ﺤﻭل ﺍﻻﺼﻁﻴﺎﻑ ﻋﻠﻰ ﺸﺎﻁﺊ ﻤﻌـﻴﻥ‬
‫ﻭﻓﺎﻋﻠﻴﺘﻪ‪ ،‬ﻓﻼ ﻴﺠﻭﺯ –ﻤﺜ ﹰ‬
‫ﺇﻝﻰ ﺠﺎﻨﺏ ﺨﺒﺭ ﻋﻥ ﺘﺯﺍﻴﺩ ﻋﺩﺩ ﺍﻝﻐﺭﻗﻰ ﻓﻲ ﺫﻝﻙ ﺍﻝﻤﺼﻴﻑ‪ ،‬ﺃﻭ ﻨﺸـﺭ ﺇﻋـﻼﻥ‬
‫ﻼ‪ -‬ﻓﻲ‬
‫ﻝﺼﺎﻝﺢ ﺸﺭﻜﺔ ﻁﻴﺭﺍﻥ ﻤﻌﻴﻨﺔ ﺘﺴﺘﺨﺩﻡ ﻓﻲ ﺭﺤﻼﺘﻬﺎ ﻁﺎﺌﺭﺍﺕ ﺇﻴﺭﺒﺎﺹ –ﻤﺜ ﹰ‬
‫ﺼﻔﺤﺔ ﺘﺘﻀﻤﻥ ﺘﻘﺭﻴﺭ ﺇﺨﺒﺎﺭﻱ ﻋﻥ ﺴﻘﻭﻁ ﻋﺩﺩﹰﺍ ﻤﻥ ﻁﺎﺌﺭﺍﺕ ﺍﻹﻴﺭﺒﺎﺹ ﻓـﻲ‬
‫ﻓﺘﺭﺓ ﺯﻤﻨﻴﺔ ﻭﺠﻴﺯﺓ‪.‬‬

‫ﺨﺼﺎﺌﺹ ﺍﻝﻤﺠﻼﺕ ﻜﻭﺴﻴﻠﺔ ﺇﻋﻼﻨﻴﺔ‪:‬‬

‫ﺘﻌﺩ ﺍﻝﻤﺠﻼﺕ ﺇﺤﺩﻯ ﻭﺴﺎﺌل ﺍﻹﻋﻼﻥ ﺍﻝﻬﺎﻤﺔ ﺍﻝﺘﻲ ﻝﻬﺎ ﻤﻌﻠﻨﻴﻬﺎ ﻭﺠﻤﻬﻭﺭﻫﺎ‪،‬‬
‫ﻭﺘﺼﺩﺭ ﺃﻏﻠﺏ ﺍﻝﻤﺠﻼﺕ ﺃﺴﺒﻭﻋﻴﹰﺎ ﺃﻭ ﻨﺼﻑ ﺸﻬﺭﻴﺎﹰ‪ ،‬ﻭﻋﺎﺩﺓ ﻤـﺎ ﺘﺘﻭﺠـﻪ ﺇﻝـﻰ‬
‫ﺠﻤﻬﻭﺭ ﻤﺤﺩﺩ ﻜﺎﻝﺸﺒﺎﺏ ﺃﻭ ﺍﻝﻤﺭﺃﺓ‪ ،‬ﺃﻭ ﺍﻷﻁﻔﺎل‪..‬ﺍﻝﺦ‪ ،‬ﻜﻤﺎ ﺃﻥ ﻫﻨﺎﻙ ﺍﻝﻌﺩﻴﺩ ﻤـﻥ‬
‫ﺍﻝﻤﺠﻼﺕ ﺫﺍﺕ ﺍﻝﻁﺒﻴﻌﺔ ﺍﻝﻌﺎﻤﺔ ﺍﻝﺘﻲ ﻻ ﺘﺘﻭﺠﻪ ﺇﻝﻰ ﺠﻤﻬﻭﺭ ﺒﻌﻴﻨﻪ‪ ،‬ﻝﻜﻨﻬﺎ ﺘﺴﺘﻬﺩﻑ‬
‫ﻋﻤﻭﻡ ﺍﻝﻘﺭﺍﺀ‪.‬‬
‫ﻭﺘﺘﻤﺘﻊ ﺍﻝﻤﺠﻼﺕ ﺒﺎﻝﻌﺩﻴﺩ ﻤﻥ ﺍﻝﺨﺼﺎﺌﺹ ﻭﺫﻝﻙ ﻜﺎﻝﺘﺎﻝﻲ‪:‬‬
‫ﺃ ( ﻤﺯﺍﻴﺎ ﺍﻝﻤﺠﻼﺕ ﻜﻭﺴﻴﻠﺔ ﺇﻋﻼﻨﻴﺔ‪:‬‬
‫‪Copyright © 2017.‬‬
‫‪copyright law.‬‬

‫‪-٢٣٢-‬‬

‫‪EBSCO Publishing : eBook Arabic Collection Trial - printed on 4/4/2020 5:48 PM via MINISTÈRE DE L''EDUCATION‬‬
‫‪NATIONALE, DE LA FORMATION PROFESSIONNELLE‬‬
‫; ‪AN: 1945112‬‬ ‫;‪.‬‬
‫‪Account: ns063387‬‬
‫‪. All rights reserved. May not be reproduced in any form without permission from the publisher, except fair uses permitted under U.S. or applicable‬‬

‫ﻝﻠﻤﺠﻼﺕ ﻋﺩﺩ ﻤﻥ ﺍﻝﻤﺯﺍﻴﺎ ﺍﻹﻋﻼﻨﻴﺔ ﺍﻝﻬﺎﻤﺔ ﺍﻝﺘﻲ ﺘﻨﻔﺭﺩ ﺒﻬﺎ ﺩﻭﻥ ﻏﻴﺭﻫـﺎ‬
‫ﻤﻥ ﻭﺴﺎﺌل ﺍﻝﻨﺸﺭ ﺍﻹﻋﻼﻨﻲ‪ ،‬ﻭﻤﻥ ﺃﻫﻡ ﺘﻠﻙ ﺍﻝﻤﻤﻴﺯﺍﺕ ﻤﺎ ﻴﻠﻲ)‪:(٣١‬‬
‫‪ -١‬ﺠﻭﺩﺓ ﺍﻹﻋﻼﻥ‪ :‬ﺘﻁﺒﻊ ﺍﻝﻤﺠﻼﺕ ﻋﺎﺩﺓ ﻋﻠﻰ ﻭﺭﻕ ﻓﺎﺨﺭ‪ ،‬ﻭﺘﺘﻭﻓﺭ ﻝﻬﺎ‬
‫ﺇﻤﻜﺎﻨﻴﺎﺕ ﺘﻘﻨﻴﺔ ﻁﺒﺎﻋﻴﺔ ﻋﺎﻝﻴﺔ ﺍﻝﺠﻭﺩﺓ ﺘﻤﻜﻨﻬﺎ ﻤﻥ ﺍﺴﺘﺨﺩﺍﻡ ﺍﻷﻝﻭﺍﻥ ﺒﺸﻜل ﺠﺫﺍﺏ‪،‬‬
‫ﻭﺇﻨﺘﺎﺝ ﺍﻝﺼﻭﺭ ﺍﻝﻤﻠﻭﻨﺔ ﻭﺍﻝﺭﺴﻭﻡ ﺒﺘﻘﻨﻴﺔ ﻋﺎﻝﻴﺔ ﻭﻤﺘﻁﻭﺭﺓ‪ ،‬ﻭﺘﻭﻅﻴﻔﻬـﺎ ﻹﻅﻬـﺎﺭ‬
‫ﺍﻝﺴﻠﻌﺔ ﺃﻭ ﺍﻝﺨﺩﻤﺔ ﺍﻝﻤﻌﻠﻥ ﻋﻨﻬﺎ ﺒﺸﻜل ﻴﻌﻁﻴﻬﺎ ﻜل ﺃﺒﻌﺎﺩﻫﺎ ﺍﻝﺤﻘﻴﻘﻴـﺔ‪ ،‬ﻭﻴﺠﻌﻠﻬـﺎ‬
‫ﺃﻗﺭﺏ ﺇﻝﻰ ﻭﻀﻌﻬﺎ ﺍﻝﻁﺒﻴﻌﻲ‪ ،‬ﻭﻨﻅﺭﹰﺍ ﻝﻜﻭﻥ ﺍﻝﻤﺠﻠﺔ ﻭﺴﻴﻠﺔ ﻤﺭﺌﻴﺔ ﻓﺈﻥ ﺍﻝﺼـﻭﺭ‬
‫ﻓﻴﻤﺎ ﺘﺅﺩﻱ ﺩﻭﺭﹰﺍ ﺤﻴﻭﻴﺎﹰ ﻭﻫﺎﻤﹰﺎ ﻝﻺﻋﻼﻨﺎﺕ ﺍﻝﻤﻨﺸﻭﺭﺓ ﻋﻠﻰ ﺼﻔﺤﺎﺘﻬﺎ‪ ،‬ﻭﻴﺴﺎﻋﺩ ﻜل‬
‫ﺫﻝﻙ ﺍﻹﻋﻼﻥ ﻋﻠﻰ ﺘﺤﻘﻴﻕ ﺭﺴﺎﻝﺘﻪ ﺍﻝﺘﻲ ﻴﻨﺸﺩﻫﺎ ﻓﻲ ﺇﺤﺩﺍﺙ ﺍﻷﺜﺭ ﺍﻝﻤﻁﻠﻭﺏ ﻓـﻲ‬
‫ﻨﻔﺱ ﺍﻝﻘﺎﺭﺉ‪.‬‬
‫‪ -٢‬ﺍﻨﺘﻘﺎﺌﻴﺔ ﺍﻝﺠﻤﻬﻭﺭ‪ :‬ﺘﻌﺘﺒﺭ ﺍﻝﻤﺠﻼﺕ ﻤﻥ ﺃﻜﺜﺭ ﻭﺴﺎﺌل ﺍﻹﻋﻼﻡ ﺍﻝﺘـﻲ‬
‫ﺘﺘﻭﺠﻪ ﺇﻝﻰ ﺠﻤﻬﻭﺭ ﻤﺤﺩﺩ‪ ،‬ﻭﻴﺘﻴﺢ ﺫﻝﻙ ﻝﻠﻤﻌﻠﻨﻴﻥ ﺇﻤﻜﺎﻨﻴﺔ ﺍﻝﺘﻭﺠﻪ ﻤﺒﺎﺸﺭﺓ ﻝﻠﺠﻤﻬﻭﺭ‬
‫ﺍﻝﺫﻱ ﻴﺭﻏﺒﻭﻥ ﻓﻲ ﻤﺨﺎﻁﺒﺘﻪ ﻭﺍﻝﺘﺄﺜﻴﺭ ﻋﻠﻴﻪ ﺴﺎﻝﻜﻴﻥ ﻓﻲ ﺫﻝﻙ ﺃﻗﺼﺭ ﺍﻝﻁﺭﻕ ﺒﻤـﺎ‬
‫ﻼ‪ -‬ﻴﺘﻌﻠـﻕ‬
‫ﻴﻭﻓﺭ ﻝﻬﻡ ﺍﻝﻜﺜﻴﺭ ﻤﻥ ﺍﻝﻭﻗﺕ ﻭﺍﻝﻤﺎل ﻭﺍﻝﺠﻬﺩ‪ ،‬ﻓﺈﺫﺍ ﻜﺎﻥ ﺍﻹﻋﻼﻥ –ﻤﺜ ﹰ‬
‫ﺒﺄﺩﻭﺍﺕ ﺍﻝﺯﻴﻨﺔ ﻭﺍﻝﻤﻼﺒﺱ ﺍﻝﻨﺴﺎﺌﻴﺔ ﻓﺈﻥ ﻤﺠﻼﺕ ﺍﻝﻤﺭﺃﺓ ﻫﻲ ﺍﻷﻨﺴﺏ ﻓـﻲ ﻫـﺫﻩ‬
‫ﺍﻝﺤﺎﻝﺔ ﻝﻨﺸﺭ ﻫﺫﺍ ﺍﻹﻋﻼﻥ‪.‬‬
‫ﻭﺒﺎﻹﻀﺎﻓﺔ ﺇﻝﻰ ﺫﻝﻙ ﺘﻤﻜﻥ ﺍﻝﻤﺠﻼﺕ ﺍﻝﻤﻌﻠﻨﻴﻥ ﻤﻥ ﺘﺤﻘﻴـﻕ ﻤـﺎ ﻴﻌـﺭﻑ‬
‫"ﺒﺎﻻﻨﺘﻘﺎﺌﻴﺔ ﺍﻝﺩﻴﻤﺠﺭﺍﻓﻴﺔ" ﻭﺫﻝﻙ ﻤﻥ ﺨﻼل ﺍﻷﺒﻭﺍﺏ ﺍﻝﻤﺘﻌﺩﺩﺓ ﺍﻝﺘﻲ ﺘﺸﺘﻤل ﻋﻠﻴﻬـﺎ‪،‬‬
‫ﻭﺍﻻﺴﺘﻔﺎﺩﺓ ﻤﻥ ﻫﺫﺍ ﺍﻝﺘﺒﻭﻴﺏ ﻭﺍﻝﺘﻘﺴﻴﻡ ﻝﻠﻤﻭﺍﺩ ﺍﻝﺘﺤﺭﻴﺭﻴﺔ ﻓﻲ ﻨﺸﺭ ﺍﻹﻋﻼﻥ ﺍﻝـﺫﻱ‬
‫ﻴﺴﺘﻬﺩﻑ ﺠﻤﻬﻭﺭ ﻤﻌﻴﻥ ﺒﺠﺎﻨﺏ ﺍﻝﻤﻭﺍﺩ ﺍﻝﺘﺤﺭﻴﺭﻴﺔ ﺍﻝﻤﻭﺠﻬﺔ ﻝﻨﻔﺱ ﺍﻝﺠﻤﻬﻭﺭ‪.‬‬
‫‪ -٣‬ﻤﺩﻯ ﺤﻴﺎﺓ ﻁﻭﻴل‪ :‬ﺘﺘﻤﻴﺯ ﺍﻝﻤﺠﻼﺕ ﺒـﺄﻁﻭل ﻓﺘـﺭﺓ ﺤﻴـﺎﺓ ﻤﻘﺎﺭﻨـﺔ‬
‫ﺒﺎﻝﻭﺴﺎﺌل ﺍﻷﺨﺭﻯ ﻝﻠﻨﺸﺭ‪ ،‬ﻭﻫﻭ ﻤﺎ ﻴﻌﻨﻲ ﺃﻥ ﻋﻤﺭ ﺍﻹﻋﻼﻥ ﻓﻲ ﺍﻝﻤﺠﻠـﺔ ﻁﻭﻴـل‬
‫ﻨﺴﺒﻴﹰﺎ ﻋﻠﻰ ﻋﻜﺱ ﺍﻹﻋﻼﻨﺎﺕ ﺍﻝﻤﻨﺸﻭﺭﺓ ﻓﻲ ﺍﻝﺭﺍﺩﻴﻭ ﻭﺍﻝﺘﻠﻴﻔﺯﻴﻭﻥ ﺍﻝﺘـﻲ ﺘﺼـﻑ‬
‫‪Copyright © 2017.‬‬
‫‪copyright law.‬‬

‫‪-٢٣٣-‬‬

‫‪EBSCO Publishing : eBook Arabic Collection Trial - printed on 4/4/2020 5:48 PM via MINISTÈRE DE L''EDUCATION‬‬
‫‪NATIONALE, DE LA FORMATION PROFESSIONNELLE‬‬
‫; ‪AN: 1945112‬‬ ‫;‪.‬‬
‫‪Account: ns063387‬‬
‫‪. All rights reserved. May not be reproduced in any form without permission from the publisher, except fair uses permitted under U.S. or applicable‬‬

‫ﻼ ﻤﻬﻤﹰﺎ ﻓـﻲ ﺯﻴـﺎﺩﺓ ﺘﻌـﺭﺽ ﺍﻷﻓـﺭﺍﺩ‬

‫ﺒﺄﻨﻬﺎ ﺨﺎﻁﻔﺔ ﻭﺴﺭﻴﻌﺔ‪ ،‬ﻭﻴﻌﺩ ﺫﻝﻙ ﻋﺎﻤ ﹰ‬
‫ﻝﻺﻋﻼﻨﺎﺕ ﺍﻝﻤﻨﺸﻭﺭﺓ ﻓﻲ ﺍﻝﻤﺠﻼﺕ‪ ،‬ﻭﻫﻭ ﻤﺎ ﺃﻅﻬﺭﺘﻪ ﺇﺤﺩﻯ ﺍﻝﺩﺭﺍﺴـﺎﺕ ﺍﻝﺘـﻲ‬
‫ﺒﻴﻨﺕ ﺃﻥ ﺃﻜﺜﺭ ﻤﻥ ‪ %٧٠‬ﻤﻥ ﺍﻝﻘﺭﺍﺀ ﻴﺤﺘﻔﻅﻭﻥ ﺒﺎﻝﻤﺠﻼﺕ ﻝﻔﺘﺭﺍﺕ ﻁﻭﻴﻠـﺔ‪،‬ﻭﻫﻭ‬
‫ﻤﺎ ﻴﺭﺠﺢ ﺇﻤﻜﺎﻨﻴﺔ ﺍﻝﻌﻭﺩﺓ ﺇﻝﻴﻬﺎ ﻓﻲ ﺍﻝﻤﺴﺘﻘﺒل ﻭﺇﻋﺎﺩﺓ ﺍﻹﻁـﻼﻉ ﻋﻠـﻰ ﺒﻌـﺽ‬
‫ﻤﻭﺍﺩﻫﺎ‪ ،‬ﻭﻴﺤﻘﻕ ﺫﻝﻙ ﻝﻺﻋﻼﻥ ﻓﺭﺼﺔ ﺤﻴﺎﺓ ﻁﻭﻴﻠﺔ‪ ،‬ﻭﺒﺎﻝﺘﺎﻝﻲ ﺇﻤﻜﺎﻨﻴﺔ ﺃﻜﺒﺭ ﻓـﻲ‬
‫ﺍﻝﺘﺄﺜﻴﺭ ﻋﻠﻰ ﻤﺩﻯ ﺯﻤﻨﻲ ﻤﻤﺘﺩ‪.‬‬
‫ﻜﻤﺎ ﺘﻘﺭﺃ ﺍﻝﻤﺠﻼﺕ ﻓﻲ ﺒﻌﺽ ﺍﻷﻤﺎﻜﻥ ﺍﻝﻌﺎﻤﺔ ﺍﻝﺘﻲ ﻴﻤﻀﻲ ﻓﻴﻬـﺎ ﺍﻝﻨـﺎﺱ‬
‫ﺠﺯﺀ ﻤﻥ ﻭﻗﺘﻬﻡ ﻝﻘﻀﺎﺀ ﻤﺼﺎﻝﺤﻬﻡ ﻜﺎﻝﻌﻴـﺎﺩﺍﺕ ﺍﻝﻁﺒﻴـﺔ‪ ،‬ﻭﻤﺤـﻼﺕ ﺍﻝﺤﻼﻗـﺔ‬
‫ﻭﺍﻝﺘﺠﻤﻴل‪ ،‬ﻭﻤﺎ ﺸﺎﺒﻪ ﺫﻝﻙ‪ ،‬ﻭﻫﻭ ﻤﺎ ﻴﺯﻴﺩ ﻤﻥ ﻋﺩﺩ ﺍﻝﻤﻁﻠﻌﻴﻥ ﻋﻠـﻰ ﺍﻹﻋﻼﻨـﺎﺕ‬
‫ﺍﻝﺘﻲ ﺘﺘﻀﻤﻨﻬﺎ ﻭﻝﻔﺘﺭﺍﺕ ﻁﻭﻴﻠﺔ‪.‬‬
‫‪ -٤‬ﻴﺩﻓﻊ ﻤﺸﺘﺭﻱ ﺍﻝﻤﺠﻠﺔ ﺜﻤﻨﹰﺎ ﺃﻋﻠﻰ –ﻝﻠﺤﺼﻭل ﻋﻠﻴﻬـﺎ‪ -‬ﻤـﻥ ﺜﻤـﻥ‬
‫ﺍﻝﺠﺭﻴﺩﺓ‪ ،‬ﻭﻫﻭ ﻤﺎ ﻴﻌﺩ ﻤﺅﺸﺭﹰﺍ ﻋﻠﻰ ﺃﻥ ﻗﺭﺍﺀ ﺍﻝﻤﺠﻼﺕ ﻫـﻡ ﻋـﺎﺩﺓ ﻤـﻥ ﺫﻭﻱ‬
‫ﺍﻝﺩﺨﻭل ﺍﻝﻤﻌﻘﻭﻝﺔ‪ ،‬ﻤﻤﺎ ﻴﺠﻌﻠﻬﻡ ﻤﻥ ﺍﻝﻤﺴﺘﻬﻠﻜﻴﻥ ﺍﻝﻤﺤﺘﻤﻠﻴﻥ ﻷﻏﻠﺏ ﺍﻝﺴﻠﻊ ﺍﻝﻜﻤﺎﻝﻴﺔ‬
‫ﺍﻝﺘﻲ ﻴﺴﻬﻡ ﺍﻹﻋﻼﻥ ﻋﻨﻬﺎ ﻤﻥ ﺨﻼل ﺍﻝﻤﺠﻼﺕ ﻓﻲ ﻭﺼـﻭﻝﻬﺎ ﺇﻝـﻰ ﺍﻝﺠﻤﻬـﻭﺭ‬
‫ﺍﻝﻤﺴﺘﻬﺩﻑ ﻭﺍﻝﻤﻁﻠﻭﺏ ﺍﻝﺘﺄﺜﻴﺭ ﻓﻴﻪ‪.‬‬
‫‪ -٥‬ﺍﻝﻤﻜﺎﻨﺔ‪ :‬ﺘﺤﻅﻰ ﺒﻌﺽ ﺍﻝﻤﺠﻼﺕ ﺒﻤﻜﺎﻨﺔ ﻋﺎﻝﻴﺔ ﺒﻴﻥ ﺍﻝﻘـﺭﺍﺀ ﺘﺠﻌﻠﻬـﺎ‬
‫ﻤﻭﻀﻊ ﺍﺤﺘﺭﺍﻡ ﻭﺘﻘﺩﻴﺭ ﻤﻨﻬﻡ‪ ،‬ﻭﺒﺎﻝﺘﺎﻝﻲ ﺃﻜﺜﺭ ﺘﺼﺩﻴﻘﹰﺎ ﻝﻤﺎ ﺘﺤﺘﻭﻴـﻪ ﻤـﻥ ﻤـﻭﺍﺩ‬
‫ﺼﺤﻔﻴﺔ‪ ،‬ﻭﻴﺤﻔﺯ ﺫﻝﻙ ﺍﻝﻤﻌﻠﻨﻴﻥ ﺍﻝﺫﻴﻥ ﻴﻌﺘﻤﺩﻭﻥ ﻓﻲ ﺘﺭﻭﻴﺞ ﺴﻠﻌﻬﻡ ﻋﻠﻰ ﺍﻝﺴـﻤﻌﺔ‬
‫ﻭﺍﻝﺼﻭﺭﺓ ﺍﻝﺫﻫﻨﻴﺔ ﻭﺍﻝﺠﻭﺩﺓ ﺍﻝﻤﺘﻤﻴﺯﺓ ﺇﻝﻰ ﻨﺸﺭ ﺇﻋﻼﻨﺎﺘﻬﻡ ﻤﻥ ﺨﻼل ﻫﺫﻩ ﺍﻝﻤﺠﻼﺕ‬
‫ﺍﻝﺘﻲ ﺘﺘﻤﻴﺯ ﺒﻤﻀﻤﻭﻨﻬﺎ ﺍﻝﺼﺤﻔﻲ ﺍﻝﺠﻴﺩ ﻭﺒﺠﻭﺩﺘﻬﺎ ﺍﻝﺘﻘﻨﻴﺔ ﺍﻝﻌﺎﻝﻴﺔ‪ ،‬ﺤﻴﺙ ﻴﻀـﻔﻲ‬
‫ﺫﻝﻙ ﻋﻠﻰ ﺍﻝﺴﻠﻌﺔ ﻤﻜﺎﻨﺔ ﻤﺤﺘﺭﻤﺔ ﻭﻤﺭﻤﻭﻗﺔ ﻝﺩﻯ ﺍﻝﻤﺴﺘﻬﻠﻜﻴﻥ‪.‬‬
‫‪ -٦‬ﺘﻘﺭﺃ ﺍﻝﻤﺠﻼﺕ ﻓﻲ ﺃﻭﻗﺎﺕ ﺍﻝﺭﺍﺤﺔ ﻭﺍﻝﻬﺩﻭﺀ ﻭﺍﻻﺴﺘﺭﺨﺎﺀ ﻭﺍﻝﺼـﻔﺎﺀ‬
‫ﺍﻝﺫﻫﻨﻲ‪ ،‬ﻭﺒﺎﻝﺘﺎﻝﻲ ﻓﺈﻥ ﺇﻤﻜﺎﻨﻴﺔ ﺍﻝﺘﺭﻜﻴﺯ ﻋﻠﻰ ﺍﻹﻋﻼﻥ ﻭﺍﻻﻨﺘﺒﺎﻩ ﺇﻝﻴﻪ ﻭﺍﺴـﺘﻴﻌﺎﺏ‬
‫‪Copyright © 2017.‬‬
‫‪copyright law.‬‬

‫‪-٢٣٤-‬‬

‫‪EBSCO Publishing : eBook Arabic Collection Trial - printed on 4/4/2020 5:48 PM via MINISTÈRE DE L''EDUCATION‬‬
‫‪NATIONALE, DE LA FORMATION PROFESSIONNELLE‬‬
‫; ‪AN: 1945112‬‬ ‫;‪.‬‬
‫‪Account: ns063387‬‬
‫‪. All rights reserved. May not be reproduced in any form without permission from the publisher, except fair uses permitted under U.S. or applicable‬‬

‫ﻤﻀﻤﻭﻨﻪ ﻴﻜﻭﻥ ﺃﻜﺒﺭ ﻓﻲ ﻫﺫﻩ ﺍﻝﺤﺎﻝﺔ‪ ،‬ﻭﻴﻬﻴﺊ ﺫﻝﻙ ﺍﻹﻋﻼﻥ ﻝﻜﻲ ﻴﻜـﻭﻥ ﺃﻜﺜـﺭ‬
‫ﻓﺎﻋﻠﻴﺔ ﻭﺘﺄﺜﻴﺭ ﻓﻲ ﺫﻫﻥ ﺍﻝﻘﺎﺭﺉ‪.‬‬
‫‪ -٧‬ﻴﺘﻴﺢ ﺼﻐﺭ ﺤﺠﻡ ﺍﻝﻤﺠﻠﺔ ﻝﻺﻋﻼﻨﺎﺕ ﺃﻥ ﺘﺤﺘل ﻤﺴـﺎﺤﺔ ﻤﻨﺎﺴـﺒﺔ ﻻ‬
‫ﺘﺠﻌﻠﻬﺎ ﺘﺘﺯﺍﺤﻡ ﻤﻊ ﻏﻴﺭﻫﺎ ﻤﻥ ﺍﻹﻋﻼﻨﺎﺕ ﺍﻷﺨﺭﻯ‪ ،‬ﻭﺒﺎﻝﺘﺎﻝﻲ ﻓﺈﻥ ﺍﻝﻘﺎﺭﺉ ﻴﺘﺠـﻪ‬
‫ﺒﻨﻅﺭﻩ ﻤﺒﺎﺸﺭﺓ ﺇﻝﻰ ﺍﻹﻋﻼﻥ‪ ،‬ﻭﻻ ﻴﻅل ﺍﻝﻁﺭﻴﻕ ﺇﻝﻴﻪ‪ ،‬ﻭﺒﺎﻹﻀﺎﻓﺔ ﺇﻝﻰ ﺫﻝﻙ ﺘﺘﻴﺢ‬
‫ﺍﻝﻤﺠﻼﺕ ﻝﻠﻤﻌﻠﻨﻴﻥ ﻋﺩﺩﹰﺍ ﻤﻥ ﺍﻝﺨﻴﺎﺭﺍﺕ ﻭﺍﻝﺒﺩﺍﺌل ﺍﻝﺘﻲ ﻴﻤﻜﻨﻬﻡ ﻤﻥ ﺨﻼﻝﻬﺎ ﺘﻘـﺩﻴﻡ‬
‫ﺇﻋﻼﻨﺎﺘﻬﻡ ﺒﺄﺸﻜﺎل ﻤﺨﺘﻠﻔﺔ‪ ،‬ﻜﺎﻝﺼﻔﺤﺎﺕ ﺍﻝﻤﻁﻭﻴﺔ‪ ،‬ﻭﺍﻝﻜﺘﻴﺒﺎﺕ ﺍﻝﺩﺍﺨﻠﻴﺔ ﻭﺍﻝﺼﻔﺤﺎﺕ‬
‫ﻼ‪.‬‬
‫ﺍﻝﻤﻠﻭﻨﺔ ﺘﻠﻭﻴﻨﹰﺎ ﻜﺎﻤ ﹰ‬
‫‪ -٨‬ﺘﻘﺭﺃ ﻨﺴﺒﺔ ﻋﺎﻝﻴﺔ ﻤﻥ ﺍﻝﺴﻴﺩﺍﺕ ﺍﻝﻤﺠﻼﺕ‪ ،‬ﻭﺫﻝﻙ ﻝﻜﻭﻥ ﻤﺎﺩﺘﻬﺎ ﺃﻗﺭﺏ‬
‫ﺇﻝﻴﻬﻡ ﻤﻥ ﺍﻷﺨﺒﺎﺭ ﺍﻝﺴﻴﺎﺴﻴﺔ ﺍﻝﺘﻲ ﺘﻨﺸﺭ ﻓﻲ ﺍﻝﺠﺭﺍﺌﺩ‪ ،‬ﺒﺎﻹﻀـﺎﻓﺔ ﺇﻝـﻰ ﺍﻫﺘﻤـﺎﻡ‬
‫ﺍﻝﻤﺠﻼﺕ ﺒﻨﺸﺭ ﺍﻷﺯﻴﺎﺀ ﺍﻝﺤﺩﻴﺜﺔ ﻭﺍﻝﻤﻭﻀﺎﺕ ﺍﻝﻤﺨﺘﻠﻔﺔ‪ ،‬ﻭﻁﺭﻕ ﺇﻋﺩﺍﺩ ﺍﻷﻜـﻼﺕ‬
‫ﻭﺍﻝﻤﺸﺭﻭﻋﺎﺕ ﺍﻝﻤﺘﻨﻭﻋﺔ‪ ،‬ﻭﻫﻲ ﻜﻠﻬﺎ ﺃﻤﻭﺭ ﺘﺩﺨل ﻓﻲ ﻨﻁﺎﻕ ﺍﻫﺘﻤﺎﻡ ﺍﻝﻤﺭﺃﺓ ﺍﻝﺘـﻲ‬
‫ﻻﺸﻙ ﺃﻥ ﻝﻬﺎ ﺩﻭﺭﹰﺍ ﺭﺌﻴﺴﻴﹰﺎ ﻓﻲ ﺘﺤﺩﻴﺩ ﻤﺸـﺘﺭﻴﺎﺕ ﺍﻷﺴـﺭﺓ‪ ،‬ﻭﺫﻝـﻙ ﻴﻌﻨـﻲ ﺃﻥ‬
‫ﺍﻹﻋﻼﻥ ﻓﻲ ﺍﻝﻤﺠﺎﻻﺕ ﻴﺠﺩ ﻓﺭﺼﺘﻪ ﻝﻠﻭﺼﻭل ﺒﺸﻜل ﺃﻓﻀـل ﻝﺼـﺎﺤﺏ ﻗـﺭﺍﺭ‬
‫ﺍﻝﺸﺭﺍﺀ ﺍﻷﺴﺎﺴﻲ ﺍﻝﺫﻱ ﻫﻭ ﺍﻝﻤﺭﺃﺓ‪.‬‬
‫ﺏ( ﻋﻴﻭﺏ ﺍﻝﻤﺠﻼﺕ ﻜﻭﺴﻴﻠﺔ ﺇﻋﻼﻨﻴﺔ‪:‬‬
‫ﺭﻏﻡ ﺍﻝﻤﺯﺍﻴﺎ ﺍﻝﻌﺩﻴﺩﺓ ﺍﻝﺘﻲ ﺘﺘﻤﺘﻊ ﺒﻬﺎ ﺍﻝﻤﺠﻼﺕ ﻜﻭﺴﻴﻠﺔ ﺇﻋﻼﻨﻴﺔ ﺇﻻ ﺃﻥ ﺜﻤﺔ‬
‫ﺸﻲﺀ ﻤﻥ ﺍﻝﻘﺼﻭﺭ‪ ،‬ﻭﺒﻌﺽ ﻤﻥ ﺍﻝﻤﺂﺨﺫ ﺍﻝﺘﻲ ﺘﺅﺨﺫ ﻋﻠﻴﻬﺎ‪ ،‬ﻭﺘﺤﺩ ﺒﺎﻝﺘـﺎﻝﻲ ﻤـﻥ‬
‫ﻗﺩﺭﺘﻬﺎ ﻋﻠﻰ ﺘﺤﻘﻴﻕ ﻜﺎﻓﺔ ﺃﻫﺩﺍﻑ ﺍﻝﺭﺴﺎﻝﺔ ﺍﻹﻋﻼﻨﻴﺔ ﺍﻝﺘﻲ ﻴﺭﻏﺏ ﺍﻝﻤﻌﻠـﻥ ﻓـﻲ‬
‫ﺘﺤﻘﻴﻘﻬﺎ‪ ،‬ﻭﻤﻥ ﺃﻫﻡ ﺘﻠﻙ ﺍﻝﻤﺂﺨﺫ ﻭﺍﻝﻌﻴﻭﺏ ﻤﺎ ﻴﻠﻲ)‪:(٣٢‬‬
‫‪ -١‬ﺍﺭﺘﻔﺎﻉ ﺍﻝﺘﻜﻠﻔﺔ‪ :‬ﻨﻅﺭﹰﺍ ﻝﻠﻁﺒﺎﻋﺔ ﺍﻝﺭﺍﻗﻴﺔ‪ ،‬ﻭﺍﻝﻨﻭﻋﻴﺔ ﺍﻝﺠﻴﺩﺓ ﻤﻥ ﺍﻝﻭﺭﻕ‪،‬‬
‫ﻭﺍﻻﺴﺘﺨﺩﺍﻡ ﺍﻝﻤﻜﺜﻑ ﻝﻸﻝﻭﺍﻥ ﻓﻲ ﺇﻨﺘﺎﺝ ﺍﻝﻤﺠﻼﺕ ﻓﺈﻥ ﺍﻹﻋﻼﻥ ﻓﻴﻬﺎ ﻴﻌﺘﺒﺭ ﻤﻜﻠﻔـﹰﺎ‬
‫ﻤﻘﺎﺭﻨﺔ ﺒﺒﺎﻗﻲ ﺍﻝﻭﺴﺎﺌل ﺍﻹﻋﻼﻨﻴﺔ ﺍﻷﺨﺭﻯ‪ ،‬ﻭﺘﺨﺘﻠﻑ ﺘﻜﻠﻔﺔ ﺍﻹﻋﻼﻥ ﻓﻲ ﺍﻝﻤﺠﻼﺕ‬
‫‪Copyright © 2017.‬‬
‫‪copyright law.‬‬

‫‪-٢٣٥-‬‬

‫‪EBSCO Publishing : eBook Arabic Collection Trial - printed on 4/4/2020 5:48 PM via MINISTÈRE DE L''EDUCATION‬‬
‫‪NATIONALE, DE LA FORMATION PROFESSIONNELLE‬‬
‫; ‪AN: 1945112‬‬ ‫;‪.‬‬
‫‪Account: ns063387‬‬
‫‪. All rights reserved. May not be reproduced in any form without permission from the publisher, except fair uses permitted under U.S. or applicable‬‬

‫ﺒﻨﺎ ‪‬ﺀ ﻋﻠﻰ ﺍﺨﺘﻼﻑ ﺤﺠﻡ ﺍﻝﺠﻤﻬﻭﺭ ﺍﻝﺫﻱ ﺘﺴﺘﻬﺩﻓﻪ ﻭﺩﺭﺠﺔ ﺍﻻﻨﺘﻘﺎﺌﻴﺔ ﺍﻝﻤﺘﻭﻓﺭﺓ ﻝﻬﺎ‪،‬‬
‫ﺇﻻ ﺃﻨﻪ ﻭﺒﺸﻜل ﻋﺎﻡ ﻓﺈﻥ ﻤﻌﺩل ﺍﻝﺘﻜﻠﻔﺔ ﺍﻷﻝﻔﻴﺔ ﻝﻺﻋﻼﻨﺎﺕ ﻓﻲ ﺍﻝﻤﺠـﻼﺕ ﺘﻌﺘﺒـﺭ‬
‫ﻤﺭﺘﻔﻌﺔ‪.‬‬
‫‪ -٢‬ﻤﺤﺩﻭﺩﻴﺔ ﺍﻝﻭﺼﻭل ﻭﺍﻝﺘﻜﺭﺍﺭ‪ :‬ﺘﻌﺘﺒﺭ ﺍﻝﻤﺠﻼﺕ ﻭﺴﻠﺔ ﻏﻴﺭ ﻓﻌﺎﻝﺔ ﻓـﻲ‬
‫ﻤﻨﺢ ﻗﺩﺭﹰﺍ ﻤﻨﺎﺴﺒﹰﺎ ﻤﻥ ﺍﻝﻭﺼﻭل ﻭﺍﻝﺘﻜﺭﺍﺭ ﻝﻠﻤﻌﻠﻨﻴﻥ‪ ،‬ﻭﺫﻝﻙ ﻋﻠﻰ ﻋﻜﺱ ﺍﻝﺠﺭﺍﺌـﺩ‬
‫ﻭﺍﻝﺘﻠﻴﻔﺯﻴﻭﻥ‪ ،‬ﻤﻤﺎ ﻴﻌﻨﻲ ﺃﻥ ﺍﻝﻘﺩﺭﺓ ﺍﻻﺨﺘﺭﺍﻗﻴﺔ ﻝﻠﻤﺠﻼﺕ ﻤﺤﺩﻭﺩﺓ‪ ،‬ﻭﺒﺎﻝﺘﺎﻝﻲ ﻓـﺈﻥ‬
‫ﻋﻠﻰ ﺍﻝﻤﻌﻠﻨﻴﻥ ﺍﻝﺫﻴﻥ ﻴﺭﻴﺩﻭﻥ ﻗﺩﺭﹰﺍ ﻜﺒﻴﺭﹰﺍ ﻤﻥ ﺍﻝﻭﺼﻭل ﺇﻝﻰ ﺍﻝﻤﺴﺘﻬﻠﻜﻴﻥ ﻀﺭﻭﺭﺓ‬
‫ﺤﺠﺯ ﺍﻝﻌﺩﻴﺩ ﻤﻥ ﺍﻝﻤﺴﺎﺤﺎﺕ ﺍﻹﻋﻼﻨﻴﺔ ﻓﻲ ﻤﺠﻼﺕ ﻤﺨﺘﻠﻔﺔ‪.‬‬
‫ﻭﺒﺴﺒﺏ ﺩﻭﺭﻴﺔ ﺼﺩﻭﺭ ﺍﻝﻤﺠﻼﺕ ﺍﻝﺘﻲ ﻋﺎﺩﺓ ﻤﺎ ﺘﻜﻭﻥ ﺸﻬﺭﻴﺔ ﺃﻭ ﻨﺼـﻑ‬
‫ﺸﻬﺭﻴﺔ ﻭﻓﻲ ﺃﻓﻀل ﺍﻝﻅﺭﻭﻑ ﺃﺴﺒﻭﻋﻴﺔ ﻓﺈﻥ ﻓﺭﺼﺔ ﺘﻜﺭﺍﺭ ﻨﺸﺭ ﺍﻹﻋﻼﻥ ﺍﻝﻭﺍﺤﺩ‬
‫ﻓﻲ ﻨﻔﺱ ﺍﻝﻤﺠﻠﺔ ﻤﺤﺩﻭﺩﺓ ﻭﺘﺭﺘﺒﻁ ﺒﺼﺩﻭﺭ ﺍﻝﻌﺩﺩ ﺍﻝﻤﻭﺍﻝﻲ‪ ،‬ﺃﻱ ﺒﻌﺩ ﺃﺴﺒﻭﻉ ﻋﻠـﻰ‬
‫ﺃﺤﺴﻥ ﺘﻘﺩﻴﺭ‪ ،‬ﻜﻤﺎ ﺃﻥ ﻨﺸﺭ ﺃﻜﺜﺭ ﻤﻥ ﺇﻋﻼﻥ ﻓﻲ ﺍﻝﻌﺩﺩ ﻨﻔﺴﻪ ﻤـﻥ ﺍﻝﻤﺠﻠـﺔ ﻫـﻭ‬
‫ﻋﻤﻠﻴﺔ ﻏﻴﺭ ﻓﻌﺎﻝﺔ‪ ،‬ﻭﻝﻌل ﺍﻝﻁﺭﻴﻘﺔ ﺍﻝﻭﺤﻴﺩﺓ ﻝﺘﺠﺎﻭﺯ ﻫﺫﻩ ﺍﻝﻌﻘﺒﺔ ﻫﻲ ﻨﺸﺭ ﺍﻹﻋﻼﻥ‬
‫ﻓﻲ ﺃﻜﺜﺭ ﻤﻥ ﻤﺠﻠﺔ ﻭﻓﻲ ﺘﻭﺍﺭﻴﺦ ﻤﺘﻔﺎﻭﺘﺔ‪.‬‬
‫‪ -٣‬ﺘﺯﺍﺤﻡ ﻭﺘﻨﺎﻓﺱ ﺍﻹﻋﻼﻨﺎﺕ‪ :‬ﺘﻠﻘﻰ ﺒﻌﺽ ﺍﻝﻤﺠـﻼﺕ ﺫﺍﺕ ﺍﻝﻤﺴـﺘﻭﻯ‬
‫ﻻ ﻜﺒﻴﺭﹰﺍ ﻤﻥ ﺍﻝﻤﻌﻠﻨﻴﻥ ﺍﻝﺫﻴﻥ ﻴﺘﻨﺎﻓﺴﻭﻥ ﻓﻲ ﺤﺠﺯ ﻤﺴﺎﺤﺎﺕ ﻹﻋﻼﻨﺎﺘﻬﻡ‬
‫ﺍﻝﺭﻓﻴﻊ ﺇﻗﺒﺎ ﹰ‬
‫ﻋﻠﻰ ﺼﻔﺤﺎﺘﻬﺎ ﺍﻝﻤﺤﺩﻭﺩﺓ‪ ،‬ﻭﻴﺅﺩﻱ ﻫﺫﺍ ﺍﻹﻗﺒﺎل ﻭﺍﻝﺘﻨﺎﻓﺱ ﺒﻴﻥ ﺍﻝﻤﻌﻠﻨﻴﻥ ﺇﻝﻰ ﻤﺯﻴﺩ‬
‫ﻤﻥ ﺍﻝﺘﺯﺍﺤﻡ ﻓﻲ ﺍﻹﻋﻼﻨﺎﺕ ﺨﺎﺼﺔ ﻓﻲ ﺍﻝﺼﻔﺤﺎﺕ ﺍﻝﻤﺘﻤﻴﺯﺓ‪ ،‬ﻭﺍﻷﻋﺩﺍﺩ ﺍﻝﺨﺎﺼـﺔ‬
‫ﻭﺍﻝﻤﻤﺘﺎﺯﺓ‪.‬‬
‫‪ -٤‬ﺍﻝﻀﻐﻭﻁ ﺍﻝﺯﻤﻨﻴﺔ‪ :‬ﻴﺤﺘﺎﺝ ﺇﻋﺩﺍﺩ ﺍﻹﻋﻼﻥ ﻓﻲ ﺍﻝﻤﺠﻼﺕ ﺇﻝـﻰ ﻭﻗـﺕ‬
‫ﻁﻭﻴل‪ ،‬ﻭﻴﺘﻁﻠﺏ ﺫﻝﻙ ﻤﻥ ﺍﻝﻤﻌﻠﻨﻴﻥ ﺃﻥ ﻴﻘﻭﻤﻭﺍ ﺒﺤﺠﺯ ﺍﻝﻤﺴﺎﺤﺎﺕ ﺍﻝﺘﻲ ﻴﺭﻏﺒـﻭﻥ‬
‫ﻓﻲ ﺤﺠﺯﻫﺎ ﻭﺘﺠﻬﻴﺯ ﺍﻹﻋﻼﻥ ﻗﺒل ﺼﺩﻭﺭ ﺍﻝﻤﺠﻠﺔ ﺒﻭﻗﺕ ﻜﺎﻑ‪ ،‬ﻭﻤﻔﺎﺩ ﺫﻝـﻙ ﺃﻥ‬
‫ﺍﻹﻋﻼﻥ ﻓﻲ ﺍﻝﻤﺠﻼﺕ ﻝﻴﺴﺕ ﻝﺩﻴﻪ ﺍﻹﻤﻜﺎﻨﻴﺎﺕ ﺍﻝﺘﻲ ﺘﺘﻴﺢ ﻝﻪ ﺍﻝﻘﺩﺭﺓ ﻋﻠﻰ ﻤﺠﺎﺭﺍﺕ‬
‫‪Copyright © 2017.‬‬
‫‪copyright law.‬‬

‫‪-٢٣٦-‬‬

‫‪EBSCO Publishing : eBook Arabic Collection Trial - printed on 4/4/2020 5:48 PM via MINISTÈRE DE L''EDUCATION‬‬
‫‪NATIONALE, DE LA FORMATION PROFESSIONNELLE‬‬
‫; ‪AN: 1945112‬‬ ‫;‪.‬‬
‫‪Account: ns063387‬‬
‫‪. All rights reserved. May not be reproduced in any form without permission from the publisher, except fair uses permitted under U.S. or applicable‬‬

‫ﺍﻷﺤﺩﺍﺙ ﻭﺍﻝﻤﺘﻐﻴﺭﺍﺕ ﺍﻝﺴﺭﻴﻌﺔ ﻭﺘﻘﻠﺒﺎﺕ ﺍﻝﺴﻭﻕ ﺍﻵﻨﻴﺔ ﻜﻤﺎ ﻴﺤﺩﺙ ﻤـﻊ ﺒﻌـﺽ‬
‫ﻼ‪.‬‬
‫ﺍﻝﻭﺴﺎﺌل ﺍﻷﺨﺭﻯ ﻜﺎﻝﺠﺭﺍﺌﺩ ﻤﺜ ﹰ‬
‫ﻼ ﻴﺴﺘﺩﻋﻲ ﻀﺭﻭﺭﺓ‬
‫ﻜﻤﺎ ﺃﻥ ﺘﻌﺩﻴل ﺍﻹﻋﻼﻥ ﺃﻭ ﺇﻝﻐﺎﺌﻪ ﻓﻲ ﺍﻝﻤﺠﻠﺔ ﻫﻭ ﻋﻤ ﹰ‬
‫ﺇﺒﻼﻍ ﺇﺩﺍﺭﺘﻬﺎ ﻗﺒل ﺼﺩﻭﺭﻫﺎ ﺒﻭﻗﺕ ﻁﻭﻴل ﻨﺴﺒﻴﺎﹰ‪ ،‬ﻭﻫﻭ ﻤﺎ ﻴﻔﻘﺩ ﺍﻹﻋﻼﻥ ﺤﺎﻝﻴﺘﻪ‪،‬‬
‫ﻭﺒﺎﻝﺘﺎﻝﻲ ﻓﺈﻥ ﻫﺫﻩ ﺍﻝﻭﺴﻴﻠﺔ ﻻ ﺘﺼﻠﺢ ﻝﻨﺸﺭ ﺍﻹﻋﻼﻨﺎﺕ ﺍﻝﺘﻲ ﻴﺭﺍﺩ ﺇﻴﺼـﺎﻝﻬﺎ ﺇﻝـﻰ‬
‫ﺍﻝﺠﻤﻬﻭﺭ ﻓﻲ ﻭﻗﺕ ﺴﺭﻴﻊ ﻭﺒﻌﺠﺎﻝﺔ‪.‬‬

‫ﺜﺎﻨﻴﺎ‪:‬ﺍﻹﻋﻼﻥ ﺒﺎﻝﺒﺭﻴﺩ ﺍﻝﻤﺒﺎﺸﺭ‪:‬‬

‫ﻴﺴﺘﺨﺩﻡ ﺍﻝﺒﺭﻴﺩ ﺍﻝﻤﺒﺎﺸﺭ ﺃﺤﻴﺎﻨﹰﺎ ﻓﻲ ﻨﻘل ﺭﺴﺎﺌل ﺇﻋﻼﻨﻴﺔ ﺇﻝﻰ ﺃﻓﺭﺍﺩ ﻤﻌﻴﻨﻴﻥ‬
‫ﻭﻤﺤﺩﺩﻴﻥ ﻤﻥ ﻗﺒل ﺍﻝﻤﻌﻠﻥ‪ ،‬ﻭﻝﺫﻝﻙ ﻓﺈﻥ ﺍﻝﺒﺭﻴﺩ ﺍﻝﻤﺒﺎﺸﺭ ﻴﻌﺘﺒﺭ ﻤﻥ ﺃﻨﺴﺏ ﻭﺴـﺎﺌل‬
‫)‪(٣٣‬‬
‫ﺍﻹﻋﻼﻨﺎﺕ ﻓﻲ ﺃﺤﺩﻯ ﺍﻝﺤﺎﻝﺘﻴﻥ ﺍﻝﺘﺎﻝﻴﺘﻴﻥ‪:‬‬
‫‪ ١‬ـ ﺤﻴﻨﻤﺎ ﻴﻜﻭﻥ ﺠﻤﻬﻭﺭ ﺍﻝﻤﺸﺘﺭﻴﻥ ﺍﻝﻤﺭﺘﻘﺒﻴﻥ ﻤﻘﻴﻤﻴﻥ ﻓﻲ ﻤﻨﻁﻘﺔ ﻤﻌﻴﻨﺔ‬
‫ﻤﻥ ﺍﻝﺴﻬل ﺘﺤﺩﻴﺩﻫﺎ‪ ،‬ﻭﺤﺼﺭ ﺃﺴﻤﺎﺀ ﻭﻋﻨﺎﻭﻴﻥ ﺍﻷﻓﺭﺍﺩ ﺍﻝﻤﻘﻴﻤﻴﻥ ﻓﻴﻬﺎ‪.‬‬
‫‪ ٢‬ـ ﻋﻨﺩﻤﺎ ﻴﻜﻭﻥ ﻫﺫﺍ ﺍﻝﺠﻤﻬﻭﺭ ﻤﻜﻭﻨﹰﺎ ﻤﻥ ﻓﺌﺔ ﻤﻌﻴﻨﺔ ﺘﺠﻤﻌﻬـﺎ ﻋﻭﺍﻤـل‬
‫ﻭﺍﺤﺩﺓ‪ ،‬ﺃﻭ ﻅﺭﻭﻑ ﻤﺘﻘﺎﺭﺒﺔ‪ ،‬ﺃﻭ ﻤﻬﻨﺔ ﻤﺤﺩﺩﺓ‪.‬‬
‫ﻭﻴﻌﺘﻤﺩ ﺍﻹﻋﻼﻥ ﺍﻝﺒﺭﻴﺩﻱ ﻓﻲ ﻨﺠﺎﺤﻪ ﻋﻠﻰ ﻋﺎﻤﻠﻴﻥ‪ ،‬ﻫﻤﺎ ﺍﻝﺭﺴﺎﻝﺔ ﺍﻹﻋﻼﻨﻴﺔ‬
‫ﺍﻝﻤﻁﺒﻭﻋﺔ‪ ،‬ﻭﺍﻝﻐﻼﻑ ﺍﻝﺫﻱ ﺘﻭﻀﻊ ﻓﻴﻪ ﻭﻴﻌﻨﻭﻥ ﺒﺎﺴﻡ ﺍﻝﻤﺭﺴـل ﺍﻝﻴـﻪ‪ ،‬ﻭﺫﻝـﻙ‬
‫ﻜﺎﻝﺘﺎﻝﻲ‪(٣٤):‬‬

‫ﺃ‪ :‬ﺍﻝﺭﺴﺎﻝﺔ ﺍﻹﻋﻼﻨﻴﺔ ﺍﻝﻤﻁﺒﻭﻋﺔ‪:‬‬

‫ﻭﺘﺘﺨﺫ ﻋﺩﺓ ﺃﺸﻜﺎل ﻤﻨﻬﺎ ﻭﺫﻝﻙ ﻜﺎﻝﺘﺎﻝﻲ‪:‬‬
‫‪Copyright © 2017.‬‬
‫‪copyright law.‬‬

‫‪-٢٣٧-‬‬

‫‪EBSCO Publishing : eBook Arabic Collection Trial - printed on 4/4/2020 5:48 PM via MINISTÈRE DE L''EDUCATION‬‬
‫‪NATIONALE, DE LA FORMATION PROFESSIONNELLE‬‬
‫; ‪AN: 1945112‬‬ ‫;‪.‬‬
‫‪Account: ns063387‬‬
‫‪. All rights reserved. May not be reproduced in any form without permission from the publisher, except fair uses permitted under U.S. or applicable‬‬

‫‪ ١‬ـ ﺍﻝﺨﻁﺎﺒﺎﺕ ﺍﻝﺒﻴﻌﻴﺔ‪ :‬ﺍﻝﺘﻲ ﻴﻌﺩﻫﺎ ﺍﻝﻤﻌﻠـﻥ ﻭﻴﺭﺴـﻠﻬﺎ ﺇﻝـﻰ ﻋﻤﻼﺌـﻪ‬

‫ﺍﻝﻤﺭﺘﻘﺒﻴﻥ‪ ،‬ﻭﻴﺸﺘﺭﻁ ﻓﻴﻬﺎ ﺍﻥ ﺘﻅﻬﺭ ﻭﻜﺄﻨﻬﺎ ﻗﺩ ﻜﺘﺒﺕ ﺨﺼﻴﺼـﹰﺎ ﻝﻠﻤﺭﺴـل‪ ،‬ﻭﺃﻻ‬
‫ﺘﺘﺨﺫ ﺸﻜل ﺍﻝﺨﻁﺎﺒﺎﺕ ﺍﻝﺩﻭﺭﻴﺔ ﺍﻝﺘﻲ ﻻ ﺘﺤﻅﻰ ـ ﻋﺎﺩﺓ ـ ﺒﺎﻫﺘﻤﺎﻡ ﻜﺒﻴﺭ ﻤﻥ ﻤﻥ‬
‫ﻴﺘﻠﻘﺎﻫﺎ‪ ،‬ﻝﻬﺫﺍ ﻴﻨﺒﻐﻲ ﺃﻥ ﺘﻜﺘﺏ ﻜل ﺭﺴﺎﻝﺔ ﻋﻠﻰ ﺤﺩﺓ‪ ،‬ﻭﺒﺫﻝﻙ ﺘﺒﺩﻭ ﻓﻴﻬـﺎ ﺍﻝﻠﻤﺴـﺔ‬
‫ﺍﻝﺸﺨﺼﻴﺔ ﺍﻝﺘﻲ ﻴﻜﻭﻥ ﻝﻬﺎ ﺃﻁﻴﺏ ﺍﻷﺜﺭ ﻓﻲ ﺍﻝﺤﻅﻭﺓ ﺒﺎﻫﺘﻤﺎﻡ ﺍﻝﻤﺭﺴل ﺍﻝﻴﻪ‪.‬‬
‫‪ ٢‬ـ ﺍﻝﺒﻁﺎﻗﺎﺕ ﺍﻝﺒﺭﻴﺩﻴﺔ‪ :‬ﺍﻝﺘﻲ ﺘﺤﺘﻭﻱ ﻋﻠﻰ ﺼﻭﺭﺓ ﻓﻲ ﺃﺤـﺩ ﻭﺠﻬﻴﻬـﺎ‪،‬‬
‫ﻭﻋﻠﻰ ﺭﺴﺎﻝﺔ ﻗﺼﻴﺭﺓ ﻓﻲ ﺍﻝﻭﺠﻪ ﺍﻷﺨﺭ‪ ،‬ﻭﻤﻥ ﻫﺫﻩ ﺍﻝﺒﻁﺎﻗﺎﺕ ﻤﺎ ﻴﻌﺩ ﻝﻜﻲ ﻴﻤـﻸﻩ‬
‫ﺍﻝﻤﺭﺴل ﺍﻝﻴﻪ‪ ،‬ﻭﻴﻌﻴﺩﻩ ﺒﺎﻝﺘﺎﻝﻲ ﺇﻝﻰ ﺍﻝﻤﻌﻠﻥ‪.‬‬
‫‪ ٣‬ـ ﺍﻝﻭﺭﻴﻘﺎﺕ ﺍﻹﻋﻼﻨﻴﺔ‪ :‬ﻭﻫﻲ ﺃﻭﺭﺍﻕ ﺼﻐﻴﺭﺓ ﺍﻝﻤﺴﺎﺤﺔ‪ ،‬ﻤﻁﺒﻭﻋﺔ ﻤﻥ‬
‫ﺃﺤﺩ ﻭﺠﻬﻴﻬﺎ‪ ،‬ﺃﻭ ﻤﻥ ﺍﻝﻭﺠﻬﻴﻥ ﻤﻌﺎﹰ‪ ،‬ﻭﺘﻜﻭﻥ ﻤﻁﻭﻴﺔ ﻁﻴﺔ ﻭﺍﺤﺩﺓ ﻋﻠﻰ ﺍﻷﻜﺜﺭ‪.‬‬
‫‪ ٤‬ـ ﺍﻝﻤﻁﻭﻴﺎﺕ‪ :‬ﻭﻫﻲ ﺃﻜﺒﺭ ﻤﺴﺎﺤﺔ ﻤﻥ ﺍﻝﻭﺭﻴﻘﺎﺕ ﺍﻹﻋﻼﻨﻴﺔ‪ ،‬ﻭﺘﻁـﻭﻯ‬
‫ﻋﺎﺩﺓ ﺃﻜﺜﺭ ﻤﻥ ﻁﻴﺔ ﻭﺍﺤﺩﺓ‪ ،‬ﻭﺘﺴﻤﺢ ﻤﺴﺎﺤﺘﻬﺎ ﺒﺘﻘﺩﻴﻡ ﺘﻔﺎﺼـﻴل ﻤﻁﻭﻝـﺔ ﺤـﻭل‬
‫ﻤﻭﻀﻭﻉ ﺍﻹﻋﻼﻥ‪ ،‬ﻭﻴﻨﺒﻐﻲ ﺍﻥ ﻴﺭﺍﻋﻰ ﻓﻲ ﺘﻨﺴﻴﻕ ﺍﻝﻤﻭﺍﺩ ﻭﺍﻝﺼﻭﺭ ﺃﻭﺍﻝﺭﺴﻭﻡ ﺒﻬﺎ‬
‫ﺍﻥ ﺘﻜﻭﻥ ﻤﺘﺼﻠﺔ ﺃﻭ ﻤﺘﺭﺍﺒﻁﺔ ﻓﻲ ﺍﻝﻤﻌﻨﻰ ﻜﻠﻤﺎ ﻓﺘﺤﺕ ﺃﺤﺩ ﻁﻴﺎﺘﻬﺎ‪.‬‬
‫‪ ٥‬ـ ﺍﻝﻜﺘﻴﺒﺎﺕ‪ :‬ﻭﻫﻲ ﻜﺘﺏ ﺼﻐﻴﺭﺓ ﺍﻝﺤﺠﻡ‪ ،‬ﻭﺘﺤﺘﻭﻱ ﻋﻠﻰ ﻋﺩﺩ ﻤﻼﺌﻡ ﻤﻥ‬
‫ﺍﻝﺼﻔﺤﺎﺕ‪ ،‬ﻭﺘﺘﻴﺢ ﺍﻝﻔﺭﺼﺔ ﻝﺘﻘﺩﻴﻡ ﻤﻌﻠﻭﻤﺎﺕ ﻭﺍﻓﻴﺔ ﻭﻤﻔﺼﻠﺔ‪.‬‬
‫‪ ٦‬ـ ﺍﻝﻤﺠﻼﺕ ﻭﺍﻝﻨﺸﺭﺍﺕ ﺍﻝﺘﻲ ﻴﺼﺩﺭﻫﺎ ﺍﻝﻤﻌﻠﻥ‪ :‬ﻭﻫﻲ ﻝﺴـﺎﻥ ﺍﻝﻤﻨﺸـﺄﺓ‬
‫ﺍﻝﻤﻌﺒﺭ ﻋﻨﻬﺎ‪ ،‬ﻭﺍﻝﻨﺎﻗل ﻻﺨﺒﺎﺭﻫﺎ‪ ،‬ﻭﺘﻌﺩ ﺍﺤﺩﻯ ﻭﺴﺎﺌل ﺍﻝﻌﻼﻗﺎﺕ ﺍﻝﻌﺎﻤﺔ‪.‬‬

‫ﺏ‪ :‬ﻏﻼﻑ ﺍﻝﺭﺴﺎﻝﺔ‪:‬‬

‫ﻭﻫﻲ ﺍﻝﺸﻜل ﺍﻝﺨﺎﺭﺠﻲ ﻝﻬﺎ‪ ،‬ﻭﺍﻝﺫﻱ ﻴﻜﺘﺏ ﻋﻠﻴﻪ ﺃﺴﻡ ﺍﻝﻤﺭﺴل ﺇﻝﻴﻪ ﻭﻋﻨﻭﺍﻨﻪ‪،‬‬
‫ﻭﻴﻔﻀل ﺃﻻ ﻴﺘﻀﻤﻥ ﺃﺴﻡ ﺍﻝﻤﻌﻠﻥ‪ ،‬ﺤﺘﻰ ﻻ ﻴﻅﻬﺭ ﻋﻠﻰ ﺃﻨﻪ ﺇﻋﻼﻥ ﻤﺒﺎﺸﺭ ﺤﺘـﻰ‬
‫‪Copyright © 2017.‬‬
‫‪copyright law.‬‬

‫‪-٢٣٨-‬‬

‫‪EBSCO Publishing : eBook Arabic Collection Trial - printed on 4/4/2020 5:48 PM via MINISTÈRE DE L''EDUCATION‬‬
‫‪NATIONALE, DE LA FORMATION PROFESSIONNELLE‬‬
‫; ‪AN: 1945112‬‬ ‫;‪.‬‬
‫‪Account: ns063387‬‬
‫‪. All rights reserved. May not be reproduced in any form without permission from the publisher, except fair uses permitted under U.S. or applicable‬‬

‫ﻴﻨﺘﻬﻲ ﺍﻝﻤﺭﺴل ﺇﻝﻴﻪ ﻤﻥ ﻗﺭﺍﺀﺓ ﻤﺤﺘﻭﻴﺎﺘﻪ‪ ،‬ﻭﻴﺠﺏ ﺃﻥ ﻴﺭﺍﻋﻰ ﻓﻲ ﻜﺘﺎﺒـﺔ ﺍﻷﺴـﻡ‬

‫ﻭﺍﻝﻌﻨﻭﺍﻥ ﺍﻥ ﻴﻜﻭﻨﺎ ﺼﺤﻴﺤﻴﻥ ﻭﻜﺎﻤﻠﻴﻥ ﻭﻭﺍﻀﺤﻴﻥ‪.‬‬
‫ﻭﻴﺘﻁﻠﺏ ﻨﺠﺎﺡ ﻫﺫﻩ ﺍﻝﻭﺴﻴﻠﺔ ﺍﻹﻋﻼﻨﻴﺔ ﺃﻥ ﺘﻜﻭﻥ ﻝﺩﻯ ﺍﻝﻤﻌﻠﻥ ﻤﻌﻠﻭﻤـﺎﺕ‬
‫ﻭﺍﻓﻴﺔ ﻋﻥ ﺍﻝﺠﻤﻬﻭﺭ ﺍﻝﻤﺴﺘﻬﺩﻑ‪ ،‬ﺘﻀﻡ ﺒﻴﺎﻨﺎﺕ ﺤﺩﻴﺜﻰﺓ ﻋﻥ ﺃﺴﻤﺎﺌﻬﻡ ﻭﻋﻨـﺎﻭﻴﻨﻬﻡ‬
‫ﻭﺃﻝﻘﺎﺒﻬﻡ ﻭﻭﻅﺎﺌﻔﻬﻡ ﻭﺃﻫﺘﻤﺎﻤﺎﺘﻬﻡ‪ ،‬ﻤﻊ ﻀﺭﻭﺭﺓ ﺘﺤﺩﻴﺙ ﺘﻠﻙ ﺍﻝﺒﻴﺎﻨﺎﺕ ﺒﻌﺩ ﻜل ﻓﺘﺭﺓ‬
‫ﺯﻤﻨﻴﺔ‪ ،‬ﻭﺃﺩﺨﺎل ﺃﻴﺔ ﺘﻌﺩﻴﻼﺕ ﺘﺘﻌﻠﻕ ﺒﺎﻝﻭﻅﺎﺌﻑ ﺃﻭ ﺍﻝﻌﻨﺎﻭﻴﻥ‪ ،‬ﻭﻤﺎ ﺸﺎﺒﻪ ﺫﻝﻙ‪.‬‬

‫ﻤﺯﺍﻴﺎ ﺍﻹﻋﻼﻥ ﺒﺎﻝﺒﺭﻴﺩ ﺍﻝﻤﺒﺎﺸﺭ‪:‬‬

‫‪ ١‬ـ ﻴﻌﺩ ﺍﻝﺒﺭﻴﺩ ﺍﻝﻤﺒﺎﺸﺭ ﻤﻥ ﺃﻓﻀل ﺍﻝﻭﺴﺎﺌل ﺍﻹﻋﻼﻨﻴـﺔ ﺍﻝﺘـﻲ ﻴﻤﻜـﻥ‬
‫ﺍﺴﺘﺨﺩﺍﻤﻬﺎ ﻝﻤﺨﺎﻁﺒﺔ ﺠﻤﻬﻭﺭ ﻤﺤﺩﺩ ﻭﻤﻌﺭﻭﻑ ﻤﺒﺎﺸﺭﺓ ﻝﻠﻤﻌﻠﻥ‪.‬‬
‫‪ ٢‬ـ ﻝﻠﻤﻌﻠﻥ ﻫﻨﺎ ﻗﺩﺭﺓ ﻓﺎﺌﻘﺔ ﻓﻲ ﺍﻝﺘﺤﻜﻡ ﻓﻲ ﺘﺤﺩﻴـﺩ ﺍﻝﺘﻭﻗﻴـﺕ ﺍﻝﻤﻼﺌـﻡ‪،‬‬
‫ﻭﺃﺨﺘﻴﺎﺭ ﺍﻝﺠﻤﻬﻭﺭ ﺍﻝﻤﻨﺎﺴﺏ‪.‬‬
‫‪ ٣‬ـ ﺘﻌﺩ ﻫﺫﻩ ﺍﻝﻭﺴﺎﺌل ﺍﻗﺘﺼﺎﺩﻴﺔ ﻤﻘﺎﺭﻨﺔ ﺒﺘﻜﻠﻔﺔ ﺒﻌﺽ ﺍﻝﻭﺴﺎﺌل ﺍﻷﺨﺭﻯ‪.‬‬
‫‪ ٤‬ـ ﺘﻌﺩ ﻫﺫﻩ ﺍﻝﻭﺴﻴﻠﺔ ﺫﺍﺕ ﻜﻔﺄﺓ ﻋﺎﻝﻴﺔ‪ ،‬ﺨﺎﺼﺔ ﻋﻨـﺩﻤﺎ ﻴﺘﻌﻠـﻕ ﺍﻷﻤـﺭ‬
‫ﺒﺠﻤﻬﻭﺭ ﺼﻐﻴﺭ ﺘﺠﻤﻌﻪ ﻤﻬﻨﺔ ﻭﺍﺤـﺩﺓ‪ ،‬ﻜﺎﻻﻁﺒـﺎﺀ ﻤـﺜﻼﹰ‪ ،‬ﺃﻭ ﺍﻝﻤﻬﻨﺩﺴـﻴﻥ‪ ،‬ﺃﻭ‬
‫ﺍﻝﺼﻴﺎﺩﻝﺔ‪ ..‬ﺍﻝﺦ‪.‬‬
‫‪ ٥‬ـ ﻴﺘﻴﺢ ﺍﻹﻋﻼﻥ ﺒﺎﻝﺒﺭﻴﺩ ﺍﻝﻤﺒﺎﺸﺭ ﻝﻠﻤﻌﻠﻥ ﺇﻤﻜﺎﻨﻴـﺔ ﺘﻘـﺩﻴﻡ ﻤﻌﻠﻭﻤـﺎﺕ‬
‫ﻤﻔﺼﻠﺔ ﻋﻥ ﺍﻝﺴﻠﻌﺔ ﺃﻭ ﺍﻝﺨﺩﻤﺔ ﺍﻝﻤﻌﻠﻥ ﻋﻨﻬﺎ‪ ،‬ﺒﻤﺎ ﻓﻲ ﺫﻝﻙ ﻤﻭﺍﺼﻔﺎﺕ ﺍﻝﺴﻠﻌﺔ ﺃﻭ‬
‫ﺍﻝﺨﺩﻤﺔ ﻭﺍﺴﻌﺎﺭﻫﺎ ﻭﻜﻴﻔﻴﺔ ﺍﻝﺤﺼﻭل ﻋﻠﻴﻬﺎ‪ ،‬ﻭﻁﺭﻴﻘﺔ ﺍﺴﺘﺨﺩﺍﻤﻬﺎ‪ ،‬ﻭﻤﺎ ﺇﻝﻰ ﺫﻝﻙ‪.‬‬
‫‪ ٦‬ـ ﻴﺘﻴﺢ ﺍﻹﻋﻼﻥ ﺒﺎﻝﺒﺭﻴﺩ ﺍﻝﻤﺒﺎﺸﺭ ﻝﻠﻤﻌﻠﻥ ﺇﻤﻜﺎﻨﻴﺔ ﻗﻴﺎﺱ ﺃﺜـﺭ ﺇﻋﻼﻨـﻪ‬
‫ﻤﺒﺎﺸﺭﺓ ﺴﻭﺍﺀ ﻤﻥ ﺨﻼل ﺍﻻﺘﺼﺎل ﻋﺒﺭ ﺍﻝﻬﺎﺘﻑ‪ ،‬ﺃﻭ ﻤﻥ ﺨﻼل ﺍﻝﺭﺴﺎﺌل ﺍﻝﺒﺭﻴﺩﻴﺔ‪.‬‬
‫‪ ٧‬ـ ﻴﻭﻓﺭ ﺍﻹﻋﻼﻥ ﺒﺎﻝﺒﺭﻴﺩ ﺍﻝﻤﺒﺎﺸﺭ ﺍﻝﻜﺜﻴﺭ ﻤﻥ ﺍﻝﻭﻗﺕ ﻭﺍﻝﺠﻬﺩ ﻝﻠﻤﻌﻠﻥ‪.‬‬
‫‪Copyright © 2017.‬‬
‫‪copyright law.‬‬

‫‪-٢٣٩-‬‬

‫‪EBSCO Publishing : eBook Arabic Collection Trial - printed on 4/4/2020 5:48 PM via MINISTÈRE DE L''EDUCATION‬‬
‫‪NATIONALE, DE LA FORMATION PROFESSIONNELLE‬‬
‫; ‪AN: 1945112‬‬ ‫;‪.‬‬
‫‪Account: ns063387‬‬
‫‪. All rights reserved. May not be reproduced in any form without permission from the publisher, except fair uses permitted under U.S. or applicable‬‬

‫‪ ٨‬ـ ﻴﻌﺘﺒﺭ ﺍﻹﻋﻼﻥ ﺒﺎﻝﺒﺭﻴﺩ ﺍﻝﻤﺒﺎﺸﺭ ﺒﻤﺜﺎﺒﺔ ﺇﻋﻼﻥ ﺸﺨﺼﻲ‪ ،‬ﻭﺒﺎﻝﺘـﺎﻝﻲ‬

‫ﻓﺈﻨﻪ ﻴﺴﻬﻡ ﻓﻲ ﺘﻭﻁﻴﺩ ﺍﻝﻌﻼﻗﺔ ﺒﻴﻥ ﺍﻝﻤﻌﻠﻥ ﻭﺍﻝﻤﺘﻠﻘﻲ‪ ،‬ﻤﻤﺎ ﻴﺯﻴﺩ ﻤﻥ ﺘﺄﺜﻴﺭ ﺍﻹﻋﻼﻥ‪.‬‬
‫‪ ٩‬ـ ﻴﻌﺩ ﺍﻹﻋﻼﻥ ﺒﺎﻝﺒﺭﻴﺩ ﺍﻝﻤﺒﺎﺸﺭ ﻤﻥ ﺃﻫﻡ ﺍﻝﻭﺴﺎﺌل ﺍﻝﺘﻲ ﺘﺘﻴﺢ ﻝﻠﻤﻌﻠـﻥ‬
‫ﺍﺴﺘﺨﺩﺍﻡ ﻝﻐﺔ ﻭﻤﺼﻁﻠﺤﺎﺕ ﺘﺘﻨﺎﺴﺏ ﻭﺍﻝﺸﺭﻴﺤﺔ ﺍﻝﺘﻲ ﻴﺘﻭﺠﻪ ﺍﻝﻴﻬﺎ‪ ،‬ﺨﺎﺼﺔ ﻋﻨﺩﻤﺎ‬
‫ﻴﺘﻌﻠﻕ ﺍﻷﻤﺭ ﺒﻤﻬﻨﺔ ﻤﻌﻴﻨﺔ ﻜﺎﻝﻁﺏ‪ ،‬ﺃﻭ ﺍﻝﻬﻨﺩﺴﺔ‪ ،‬ﺃﻭ ﻏﻴﺭ ﺫﻝﻙ ﻤﻥ ﺍﻝﻤﻬﻥ ﺍﻝﺘﻲ ﻝﻬﺎ‬
‫ﺃﺩﺒﻴﺎﺘﻬﺎ ﻭﻤﺼﻁﻠﺤﺎﺘﻬﺎ‪ ،‬ﻭﻝﻐﺘﻬﺎ ﺍﻝﺘﻲ ﻴﻔﻬﻤﻬﺎ ﻓﻘﻁ ﺍﺼﺤﺎﺏ ﺍﻝﻤﻬﻨﺔ ﺍﻝﻭﺍﺤﺩﺓ‪.‬‬
‫‪ ١٠‬ـ ﺘﺘﻤﺘﻊ ﺍﻝﻤﻁﻭﻴﺎﺕ ﻭﺍﻝﺒﻁﺎﻗﺎﺕ ﺍﻝﺒﺭﻴﺩﻴﺔ ﻭﻏﻴﺭﻫـﺎ ﻤـﻥ ﺍﻝﺭﺴـﺎﺌل‬
‫ﺍﻹﻋﻼﻨﻴﺔ ﺍﻝﻤﺭﺴﻠﺔ ﻋﺒﺭ ﺍﻝﺒﺭﻴﺩ ﺒﻔﺘﺭﺓ ﺤﻴﺎﺓ ﻁﻭﻴﻠـﺔ‪ ،‬ﺤﻴـﺙ ﺒﺈﻤﻜـﺎﻥ ﺍﻝﻤﺘﻠﻘـﻲ‬
‫ﺍﻻﺤﺘﻔﺎﻅ ﺒﻬﺎ ﻭﺍﻝﻌﻭﺩﺓ ﺍﻝﻴﻬﺎ ﻤﺘﻰ ﺃﺭﺍﺩ ﺫﻝﻙ‪.‬‬

‫ﻋﻴﻭﺏ ﺍﻹﻋﻼﻥ ﺒﺎﻝﺒﺭﻴﺩ ﺍﻝﻤﺒﺎﺸﺭ‪:‬‬

‫‪ ١‬ـ ﻻ ﻴﺴﺘﺨﺩﻡ ﺍﻹﻋﻼﻥ ﺒﺎﻝﺒﺭﻴﺩ ﺍﻝﻤﺒﺎﺸﺭ ﺇﻻ ﻋﻨﺩﻤﺎ ﻴﻜـﻭﻥ ﺍﻝﺠﻤﻬـﻭﺭ‬
‫ﺍﻝﻤﺴﺘﻬﺩﻑ ﺼﻐﻴﺭﺍﹰ‪ ،‬ﻭﻤﻌﺭﻭﻓﺎ ﻤﺴﺒﻘﹰﺎ ﻝﻠﻤﻌﻠﻥ‪ ،‬ﻭﺒﺎﻝﺘﺎﻝﻲ ﻓﺈﻨﻪ ﻓـﻲ ﺤـﺎل ﺍﺘﺴـﺎﻉ‬
‫ﺍﻝﺠﻤﻬﻭﺭ ﻭﺘﻨﻭﻋﻪ ﻴﺴﺘﺤﻴل ﺍﺴﺘﺨﺩﺍﻡ ﻫﺫﻩ ﺍﻝﻭﺴﻴﻠﺔ‪.‬‬
‫‪ ٢‬ـ ﻓﻲ ﻜﺜﻴﺭ ﻤﻥ ﺍﻷﺤﻴﺎﻥ ﻴﻜﻭﻥ ﻤـﻥ ﺍﻝﺼـﻌﺏ ﻋﻠـﻰ ﺍﻝﻤﺅﺴﺴـﺎﺕ‬
‫ﻭﺍﻝﺸﺭﻜﺎﺕ ﺍﻝﺤﺼﻭل ﻋﻠﻰ ﻗﻭﺍﺌﻡ ﻤﻜﺘﻤﻠﺔ ﺒﺄﺴﻤﺎﺀ ﻭﻋﻨﺎﻭﻴﻥ ﺠﻤﻬﻭﺭﻫﺎ ﺍﻝﻤﺴﺘﻬﺩﻑ‪،‬‬
‫ﻭﻓﻲ ﺃﺤﻴﺎﻨﹰﺎ ﺃﺨﺭﻯ ﻗﺩ ﻻ ﺘﺘﻀﻤﻥ ﺘﻠﻙ ﺍﻝﻘﻭﺍﺌﻡ ﻤﻌﻠﻭﻤﺎﺕ ﺩﻗﻴﻘﺔ ﻴﻤﻜﻥ ﺍﻻﻁﻤﺌﻨـﺎﻥ‬
‫ﺇﻝﻴﻬﺎ‪.‬‬
‫‪ ٣‬ـ ﺘﻐﻴﺭ ﻋﻨﺎﻭﻴﻥ ﺒﻌﺽ ﺍﻻﺸﺨﺎﺹ ﺍﻝﻤﺴﺘﻬﺩﻓﻴﻥ ﺒﻴﻥ ﺍﻝﺤﻴﻥ ﻭﺍﻷﺨﺭ‪.‬‬
‫‪ ٤‬ـ ﺘﺘﻁﻠﺏ ﻫﺫﻩ ﺍﻹﻋﻼﻨﺎﺕ ﺘﺼﻤﻴﻤﹰﺎ ﻋﺎﻝﻲ ﺍﻝﺩﻗﺔ‪ ،‬ﻭﻤﻬﺎﺭﺓ ﻓﻲ ﺍﻝﺼﻴﺎﻏﺔ‪،‬‬
‫ﻭﻋﻨﺎﻴﺔ ﻓﺎﺌﻘﺔ ﺒﺎﺨﺘﻴﺎﺭ ﻨﻭﻋﻴﺎﺕ ﺍﻝﺼﻭﺭ ﻭﺍﻻﻝﻭﺍﻥ ﻭﺍﻝﻭﺭﻕ ﻭﺍﻝﻁﺒﺎﻋﺔ‪.‬‬
‫‪Copyright © 2017.‬‬
‫‪copyright law.‬‬

‫‪-٢٤٠-‬‬

‫‪EBSCO Publishing : eBook Arabic Collection Trial - printed on 4/4/2020 5:48 PM via MINISTÈRE DE L''EDUCATION‬‬
‫‪NATIONALE, DE LA FORMATION PROFESSIONNELLE‬‬
‫; ‪AN: 1945112‬‬ ‫;‪.‬‬
‫‪Account: ns063387‬‬
. All rights reserved. May not be reproduced in any form without permission from the publisher, except fair uses permitted under U.S. or applicable

‫ ﻭﻴﺭﻓﺽ ﺍﻝﺘﻌﺎﻤل ﻤـﻊ ﺍﻝﺭﺴـﺎﺌل‬،‫ ـ ﻗﺩ ﻴﻘﺎﻭﻡ ﺍﻝﻤﺘﻠﻘﻲ ﻫﺫﻩ ﺍﻹﻋﻼﻨﺎﺕ‬٥

‫ﻼ ﻋﻠﻴﻪ ﻤـﻥ ﺠﺎﻨـﺏ‬
‫ﻼ ﻭﺘﻁﻔ ﹰ‬
‫ ﻭﻴﻌﺘﺒﺭﻫﺎ ﺘﻌﺩﻴﹰﺎ ﻭﺘﺩﺨ ﹰ‬،‫ﺍﻝﺒﺭﻴﺩﻴﺔ ﺍﻝﺘﻲ ﺘﻨﻬﺎل ﻋﻠﻴﻪ‬
.‫ﺍﻝﻤﻌﻠﻥ‬
Copyright © 2017.
copyright law.

-٢٤١-

EBSCO Publishing : eBook Arabic Collection Trial - printed on 4/4/2020 5:48 PM via MINISTÈRE DE L''EDUCATION
NATIONALE, DE LA FORMATION PROFESSIONNELLE
AN: 1945112 ; .;
Account: ns063387
‫‪. All rights reserved. May not be reproduced in any form without permission from the publisher, except fair uses permitted under U.S. or applicable‬‬

‫ﻭﺴﺎﺌل ﺍﻹﻋﻼﻥ ﺍﻝﻤﺴﻤﻭﻋﺔ ﻭﺍﻝﻤﺭﺌﻴﺔ‬

‫ﺃﻭﻻ ‪ :‬ﺍﻹﻋﻼﻥ ﻓﻲ ﺍﻻﺫﺍﻋﺔ ﺍﻝﻤﺴﻤﻭﻋﺔ "ﺍﻝﺭﺍﺩﻴﻭ"‪:‬‬

‫ﺘﻌﺘﺒﺭ ﺍﻻﺫﺍﻋﺔ ﺍﻝﻤﺴﻤﻭﻋﺔ ﻤﻥ ﻭﺴﺎﺌل ﺍﻻﺘﺼﺎل ﺍﻝﺠﻤﺎﻫﻴﺭﻱ ﺍﻝﻤﻬﻤﺔ‪ ،‬ﺍﻝﺘﻲ‬
‫ﺘﺘﻤﻴﺯ ﺒﺨﺎﺼﻴﺔ ﺍﻻﻨﺘﺸﺎﺭ ﺍﻝﻭﺍﺴﻊ‪ ،‬ﺒل ﺃﻨﻬﺎ ﻅﻠﺕ ﺃﻜﺜﺭ ﺘﻠـﻙ ﺍﻝﻭﺴـﺎﺌل ﺸـﻴﻭﻋﹰﺎ‬
‫ﻭﺸﻌﺒﻴﺔ ﻗﺒل ﻅﻬﻭﺭ ﻭﺍﻨﺘﺸﺎﺭ ﺍﻝﺘﻠﻔﺯﻴﻭﻥ‪.‬‬
‫ﻭﻋﻠﻰ ﺍﻝﺭﻏﻡ ﻤﻥ ﻅﻬﻭﺭ ﺍﻝﺘﻠﻔﺯﻴﻭﻥ‪ ،‬ﺜﻡ ﺍﻻﻨﺘﺭﻨﺕ‪ ،‬ﺒﺎﻻﻀﺎﻓﺔ ﺇﻝﻰ ﺍﻝﺘﻁﻭﺭ‬
‫ﺍﻝﻬﺎﺌل ﺍﻝﺫﻱ ﺸﻬﺩﺘﻪ ﺍﻝﺼﺤﺎﻓﺔ‪ ،‬ﺇﻻ ﺃﻥ ﺍﻝﺭﺍﺩﻴﻭ ﻅل ﻴﺨﺎﻓﻅ ﻋﻠـﻰ ﺒﺭﻴﻘـﻪ‪ ،‬ﻭﺍﻥ‬
‫ﺒﺩﺭﺠﺔ ﺃﻗل ﻤﻤﺎ ﻜﺎﻥ ﻋﻠﻴﻪ ﻓﻲ ﺍﻝﺴﻨﻭﺍﺕ ﺍﻷﻭﻝﻰ ﻻﺨﺘﺭﺍﻋﻪ‪ ،‬ﻭﻅل ﻝﻪ ﺠﻤﻬـﻭﺭﻩ‬
‫ﺍﻝﺨﺎﺹ ﺍﻝﺫﻱ ﻴﺤﺭﺹ ﻋﻠﻰ ﻤﺘﺎﺒﻌﺘﻪ‪.‬‬
‫ﻭﻗﺩ ﺸﻬﺩﺕ ﺍﻻﺫﺍﻋﺔ ﺍﻝﻤﺴﻤﻭﻋﺔ ﺘﻁﻭﺭﹰﺍ ﻜﺒﻴﺭﹰﺍ ﻋﻠﻰ ﺼﻌﻴﺩﻱ ﺍﻝﻤﻀـﻤﻭﻥ‬
‫ﻭﺍﻻﻨﺘﺸﺎﺭ "ﺍﻝﺘﻐﻁﻴﺔ"‪ ،‬ﻓﻌﻠﻰ ﺼﻌﻴﺩ ﺍﻝﻤﻀﻤﻭﻥ ﻅﻬﺭﺕ ﺍﻻﺫﺍﻋـﺎﺕ ﺍﻝﻌﺎﻤـﺔ ﺫﺍﺕ‬
‫ﺍﻝﻤﺤﺘﻭﻯ ﺍﻝﻤﺘﻨﻭﻉ ﺍﻝﺴﻴﺎﺴﻲ ﻭﺍﻻﻗﺘﺼﺎﺩﻱ ﻭﺍﻻﺠﺘﻤﺎﻋﻲ ﻭﺍﻝﺭﻴﺎﻀﻲ ﻭﺍﻝﻔﻨﻲ‪ ،‬ﻜﻤـﺎ‬
‫ﻅﻬﺭﺕ ﻓﻲ ﻓﺘﺭﺓ ﻻﺤﻘﺔ ﺍﻻﺫﺍﻋﺎﺕ ﺍﻝﻤﺘﺨﺼﺼﺔ ﺍﻝﺘﻲ ﺘﺘﻭﺠﻪ ﺇﻝﻰ ﺠﻤﻬﻭﺭ ﻤﻌﻴﻥ‪،‬‬
‫ﻭﻤﻥ ﺫﻝﻙ ﺍﺫﺍﻋﺔ ﻝﻠﺭﻴﺎﻀﺔ‪ ،‬ﻭﺃﺨﺭﻯ ﻝﻠﺸﺒﺎﺏ‪ ،‬ﻭﻏﻴﺭﻫﺎ ﻝﻠﻁﺭﺏ ﻭﺍﻝﻐﻨﺎﺀ ‪..‬ﺍﻝﺦ‪.‬‬
‫ﺃﻤﺎ ﻓﻴﻤﺎ ﻴﺘﻌﻠﻕ ﺒﺎﻻﻨﺘﺸﺎﺭ ﻭﺍﻝﺘﻐﻁﻴﺔ ﻓﺈﻥ ﺍﻝﺭﺍﺩﻴﻭ ﺍﻷﻥ ﻴﺘﺭﺍﻭﺡ ﺒﻴﻥ ﺍﻝﺘﻐﻁﻴﺔ‬
‫ﺍﻝﻭﻁﻨﻴﺔ‪ ،‬ﺍﻝﺘﻲ ﻴﺼل ﺒﺜﻬﺎ ﺇﻝﻰ ﻜل ﺃﻨﺤﺎﺀ ﺍﻝﺒﻼﺩ ﺍﻝﺘﻲ ﻴﺒﺙ ﻤﻨﻬـﺎ‪ ،‬ﻤـﻥ ﺨـﻼل‬
‫ﺍﻝﻤﻭﺠﺔ ﺍﻝﻤﺘﻭﺴﻁﺔ‪ ،‬ﻭﺍﻝﺘﻐﻁﻴﺔ ﺍﻻﻗﻠﻴﻤﻴﺔ ﺃﻭ ﺍﻝﻤﺤﻠﻴﺔ ﺃﻭ ﺍﻝﺠﻬﻭﻴﺔ‪ ،‬ﻭﺍﻝﺘﻲ ﺘﻐﻁـﻲ‬
‫ﻤﺴﺎﺤﺎﺕ ﻤﻌﻴﻨﺔ ﻤﻥ ﺍﻝﺒﻼﺩ " ﻤﺤﺎﻓﻅﺔ ﺃﻭ ﺒﻠﺩﻴﺔ ﺃﻭ ﻭﻻﻴﺔ ﺃﻭ ﺃﻗﻠﻴﻡ" ﻭﻓﻘﹰﺎ ﻝﻠﺘﺴـﻤﻴﺔ‬
‫ﺍﻝﻤﻌﺘﻤﺩﺓ ﻓﻲ ﻜل ﺩﻭﻝﺔ‪.‬‬
‫‪Copyright © 2017.‬‬
‫‪copyright law.‬‬

‫‪-٢٤٢-‬‬

‫‪EBSCO Publishing : eBook Arabic Collection Trial - printed on 4/4/2020 5:48 PM via MINISTÈRE DE L''EDUCATION‬‬
‫‪NATIONALE, DE LA FORMATION PROFESSIONNELLE‬‬
‫; ‪AN: 1945112‬‬ ‫;‪.‬‬
‫‪Account: ns063387‬‬
‫‪. All rights reserved. May not be reproduced in any form without permission from the publisher, except fair uses permitted under U.S. or applicable‬‬

‫ﻭﻓﻲ ﻤﻘﺎﺒل ﺫﻝﻙ ﺍﻴﻀﹰﺎ ﻅﻬﺭﺕ ﺍﻻﺫﺍﻋﺎﺕ ﺍﻝﻤﺴﻤﻭﻋﺔ ﺍﻝﺩﻭﻝﻴﺔ ﺍﻝﺘﻲ ﻴﺘﺠﺎﻭﺯ‬
‫ﺒﺜﻬﺎ ﺤﺩﻭﺩ ﺍﻝﺩﻭﻝﺔ ﺍﻝﺘﻲ ﺘﺒﺙ ﻤﻨﻬﺎ‪ ،‬ﻭﺤﺩﻭﺩ ﺍﻝﺩﻭل ﺍﻝﻤﺠﺎﻭﺭﺓ‪ ،‬ﻭﺘﺴـﺘﺨﺩﻡ ﺃﺤﻴﺎﻨـﹰﺎ‬
‫ﻝﻐﺎﺕ ﺃﺨﺭﻯ ﺘﺒﻌﹰﺎ ﻝﻠﺸﻌﻭﺏ ﺍﻝﺘﻲ ﺘﺘﻭﺠﻪ ﺍﻝﻴﻬﺎ‪ ،‬ﻭﻤﻥ ﺘﻠﻙ ﺍﻻﺫﺍﻋﺎﺕ ﺍﺫﺍﻋﺔ ﻝﻨـﺩﻥ‪،‬‬
‫ﻭﺍﺫﺍﻋﺔ ﺼﻭﺕ ﺍﻤﺭﻴﻜﺎ‪ ،‬ﻭﺍﺫﺍﻋﺔ ﻤﻭﻨﺘﻭ ﻜﺎﺭﻝﻭ‪ ،‬ﻭﺍﺫﺍﻋﺔ ﺴـﻭﺍ‪ ،‬ﻭﻏﻴﺭﻫـﺎ ﻤـﻥ‬
‫ﺍﻻﺫﺍﻋﺎﺕ ﺍﻝﺩﻭﻝﻴﺔ ﺍﻝﺘﻲ ﺘﺒﺙ ﺠﻤﻴﻌﻬﺎ ﻝﻠﻤﻨﻁﻘﺔ ﺍﻝﻌﺭﺒﻴﺔ ﻋﻠﻰ ﺍﻝﻤﻭﺠﺔ ﺍﻝﻘﺼﻴﺭﺓ‪.‬‬
‫ﻭﻓﻲ ﺍﻝﺤﻘﻴﻘﺔ ﻓﻘﺩ ﺴﺎﻫﻡ ﻜل ﻫﺫﺍ ﺍﻝﺘﻁﻭﺭ ﻓﻲ ﺠﻐل ﺍﻻﺫﺍﻋـﺔ ﺍﻝﻤﺴـﻤﻭﻋﺔ‬
‫ﻭﺴﻴﻠﺔ ﺇﻋﻼﻨﻴﺔ ﻤﻬﻤﺔ ﻴﻔﻀﻠﻬﺎ ﺍﻝﻌﺩﻴﺩ ﻤﻥ ﺍﻝﻤﻌﻠﻨـﻴﻥ ﻝﺘﺤﻘﻴـﻕ ﺭﻭﺍﺠـﹰﺎ ﻝﻠﺴـﻠﻊ‬
‫ﻭﺍﻝﺨﺩﻤﺎﺕ ﺍﻝﺘﻲ ﻴﻘﻭﻤﻭﻥ ﺒﺎﻨﺘﺎﺠﻬﺎ ﻭﺘﺴﻭﻴﻘﻬﺎ‪.‬‬

‫ﺃﻨﻭﺍﻉ ﺍﻹﻋﻼﻥ ﺍﻻﺫﺍﻋﻲ‪:‬‬

‫ﻴﻘﺩﻡ ﺍﻹﻋﻼﻥ ﻓﻲ ﺍﻻﺫﺍﻋﺔ ﺍﻝﻤﺴﻤﻭﻋﺔ ﻋﺒﺭ ﻋﺩﺓ ﺃﺸﻜﺎل‪ ،‬ﻭﺫﻝﻙ ﻜﺎﻝﺘﺎﻝﻲ‪:‬‬
‫‪ ١‬ـ ﺍﻹﻋﻼﻥ ﺍﻝﺤﻭﺍﺭﻱ‪:‬‬
‫ﻭﻫﻭ ﺍﻹﻋﻼﻥ ﺍﻝﺫﻱ ﻴﻜﻭﻥ ﻋﻠﻰ ﻫﻴﺌﺔ ﺤﻭﺍﺭ ﺒﻴﻥ ﺸﺨﺼﻴﺘﻴﻥ ﻴﺩﻭﺭ ﺒﻴﻨﻬﻤﺎ‬
‫ﺤﻭﺍﺭﹰﺍ ﻴﺘﻌﻠﻕ ﺒﺎﻝﺴﻠﻌﺔ ﺃﻭ ﺍﻝﺨﺩﻤﺔ ﺍﻝﻤﻌﻠﻥ ﻋﻨﻬﺎ‪ ،‬ﻭﺫﻝﻙ ﺒﻬﺩﻑ ﺍﺒﺭﺍﺯ ﺍﻝﺨﺼـﺎﺌﺹ‬
‫ﺍﻝﺘﻲ ﺘﺘﻤﺘﻊ ﺒﻬﺎ‪ ،‬ﻭﺘﻘﺩﻴﻡ ﻤﻌﻠﻭﻤﺎﺕ ﺤﻭل ﺃﻤﺎﻜﻥ ﺘﻭﺍﺠﺩﻫﺎ‪ ،‬ﺃﻭ ﻜﻴﻔﻴـﺔ ﺍﻝﺤﺼـﻭل‬
‫ﻋﻠﻴﻬﺎ‪.‬‬
‫‪ ٢‬ـ ﺇﻋﻼﻥ ﺍﻝﻤﺸﺎﻫﻴﺭ‪:‬‬
‫ﺤﻴﺙ ﺘﺘﻡ ﺍﻻﺴﺘﻌﺎﻨﺔ ﺒﺎﺤﺩﻯ ﺍﻝﺸﺨﺼﻴﺎﺕ ﺍﻝﻤﻌﺭﻭﻓﺔ‪ ،‬ﻓﻨﻴـﺔ‪ ،‬ﺃﻭ ﺭﻴﺎﻀـﻴﺔ‪،‬‬
‫ﻭﺍﻝﺘﻲ ﺘﻌﺩ ﻤﻭﻀﻊ ﺍﻋﺠﺎﺏ ﻭﺤﺏ ﻭﺘﻘﺩﻴﺭ ﻤﻥ ﺠﺎﻨﺏ ﺍﻝﻤﺴـﺘﻤﻌﻴﻥ ﺍﻝﻤﺴـﺘﻬﺩﻓﻴﻥ‬
‫ﺒﺎﻹﻋﻼﻥ‪ ،‬ﻭﺘﻘﻭﻡ ﻫﺫﻩ ﺍﻝﺸﺨﺼﻴﺔ ﺒﺘﻘﺩﻴﻡ ﺍﻝﻤﺎﺩﺓ ﺍﻹﻋﻼﻨﻴﺔ ﻤﻊ ﺍﻝﺩﻋﻭﺓ ﺍﻝﺼـﺭﻴﺤﺔ‬
‫ﺇﻝﻰ ﺍﺴﺘﺨﺩﺍﻡ ﺍﻝﻤﻨﺘﺞ‪ ،‬ﺃﻭ ﺍﻝﺘﻌﺎﻤل ﻤﻊ ﺍﻝﺨﺩﻤﺔ ﺍﻝﻤﻌﻠﻥ ﻋﻨﻬﺎ‪ ،‬ﻭﺍﻝﺘﺄﻜﻴﺩ ﻋﻠـﻰ ﺃﻨﻬـﺎ‬
‫ﻫﻲ ﺍﻴﻀﹰﺎ ﺘﻔﻀل ﻫﺫﻩ ﺍﻝﺴﻠﻌﺔ‪ ،‬ﺃﻭ ﺍﻝﺨﺩﻤﺔ ﻋﻥ ﻏﻴﺭﻫﺎ‪.‬‬
‫‪Copyright © 2017.‬‬
‫‪copyright law.‬‬

‫‪-٢٤٣-‬‬

‫‪EBSCO Publishing : eBook Arabic Collection Trial - printed on 4/4/2020 5:48 PM via MINISTÈRE DE L''EDUCATION‬‬
‫‪NATIONALE, DE LA FORMATION PROFESSIONNELLE‬‬
‫; ‪AN: 1945112‬‬ ‫;‪.‬‬
‫‪Account: ns063387‬‬
‫‪. All rights reserved. May not be reproduced in any form without permission from the publisher, except fair uses permitted under U.S. or applicable‬‬

‫‪ ٣‬ـ ﺍﻹﻋﻼﻥ ﺍﻝﻤﺒﺎﺸﺭ‪:‬‬

‫ﺃﻱ ﺃﻥ ﻴﻘﻭﻡ ﻤﻥ ﻴﻜﻠﻑ ﺒﺘﻘﺩﻴﻡ ﺍﻹﻋﻼﻥ ﻭﻫﻭ ﻋﺎﺩﺓ ﻤﻥ ﺍﺼﺤﺎﺏ ﺍﻻﺼﻭﺍﺕ‬
‫ﺍﻝﻤﻤﻴﺯﺓ ﺒﻘﺭﺍﺀﺓ ﺍﻹﻋﻼﻥ ﻤﺒﺎﺸﺭﺓ ﻋﻠﻰ ﺍﻝﻤﺴـﺘﻤﻌﻴﻥ ﻤﺼـﺤﻭﺒﹰﺎ ﺒﻤﻭﺴـﻴﻘﻰ‪ ،‬ﺃﻭ‬
‫ﺒﻤﺅﺜﺭﺍﺕ ﺼﻭﺘﻴﺔ ﻤﻌﻴﻨﺔ ﺘﺘﻤﺎﺸﻰ ﻤﻊ ﻤﻭﻀﻭﻉ ﺍﻹﻋﻼﻥ‪.‬‬
‫ﻭﻴﺘﺨﺫ ﻫﺫﺍ ﺍﻝﻨﻭﻉ ﺸـﻜل ﺒﺭﻨـﺎﻤﺞ ﺍﺫﺍﻋـﻲ‬ ‫‪ ٤‬ـ ﺇﻋﻼﻥ ﺍﻝﺭﻋﺎﻴﺔ‪:‬‬
‫ﻴﻐﻁﻲ ﻋﺎﺩﺓ ﺩﻭﺭﺓ ﺍﺫﺍﻋﻴﺔ ﻤﻌﻴﻨﺔ ﻭﻴﻬﺘﻡ ﺒﻁﺭﺡ ﻗﻀﺎﻴﺎ ﺘﻬﻡ ﺍﻝﻤﺴﺘﻤﻌﻴﻥ‪ ،‬ﻭﻗﺩ ﻴﻜﻭﻥ‬
‫ﻫﺫﺍ ﺍﻝﺒﺭﻨﺎﻤﺞ ﻓﻲ ﺸﻜل ﻤﺴﺎﺒﻘﺎﺕ‪ ،‬ﺃﻭ ﻤﻨﻭﻋﺎﺕ‪ ..،‬ﺃﻭ ﻏﻴﺭ ﺫﻝﻙ‪ ..‬ﻭﻴﻬﺩﻑ ﺇﻝـﻰ‬
‫ﺘﺴﻭﻴﻕ ﺍﻝﻤﻨﺘﺠﺎﺕ ﺃﻭ ﺍﻝﺨﺩﻤﺎﺕ ﺍﻝﺘﻲ ﺘﻘﺩﻤﻬﺎ ﺍﻝﺸﺭﻜﺔ ﺍﻝﺭﺍﻋﻴﺔ‪ ،‬ﻤﻥ ﺨﻼل ﺘﻭﻁﻴـﺩ‬
‫ﺍﻝﻌﻼﻗﺔ ﻤﻊ ﺍﻝﻤﺴﺘﻤﻌﻴﻥ‪ ،‬ﻭﺍﻋﻁﺎﺀ ﺍﻨﻁﺒﺎﻉ ﺤﺴﻥ ﻋﻥ ﺍﻝﺸﺭﻜﺔ ﻭﻤﻨﺘﺠﺎﺘﻬﺎ‪.‬‬
‫ﺘﻜﻠﻔﺔ ﺍﻹﻋﻼﻥ ﺍﻻﺫﺍﻋﻲ‪:‬‬
‫ﻭﺤﺩﺓ ﻗﻴﺎﺱ ﺍﻝﻭﻗﺕ ﺍﻹﻋﻼﻨﻲ ﺒﺎﻻﺫﺍﻋﺔ ﻫﻲ ﺭﺒﻊ ﺩﻗﻴﻘﺔ‪ ،‬ﻭﻻ ﺘﺘﺠﺎﻭﺯ ﻋﺎﺩﺓ‬
‫ﻤﺩﺓ ﺍﻹﻋﻼﻥ ﺩﻗﻴﻘﺔ ﻭﺍﺤﺩﺓ‪ ،‬ﻜﻤﺎ ﺍﻥ ﺍﻝﻭﻗﺕ ﺍﻝﺫﻱ ﻴﺒﺎﻉ ﻝﻠﻤﻌﻠﻨﻴﻥ ﻻ ﻴﺴـﺘﻐل ﻜﻠـﻪ‬
‫ﺒﻤﺩﺓ ﺍﻹﻋﻼﻥ ﺍﻝﻤﺭﺍﺩ ﺍﺫﺍﻋﺘﻪ‪ ،‬ﻭﻝﻜﻥ ﻴﻘﺘﻁﻊ ﻤﻨﻪ ﺠﺯﺀ ﻻﺫﺍﻋﺔ ﻨﻐﻡ ﻤﻤﻴـﺯ ﻗﺒـل‬
‫ﺍﻹﻋﻼﻥ ﻭﺒﻌﺩﻩ‪ ،‬ﻭﻴﺸﻤل ﺜﻤﻥ ﺒﻴﻊ ﺍﻝﻭﻗﺕ ﺍﻻﺫﺍﻋﻲ ﺘﻜﻠﻔﺔ ﺍﻋﺩﺍﺩ ﺍﻹﻋﻼﻥ ﻭﺘﺠﻬﻴﺯﻩ‬
‫ﻝﻼﺫﺍﻋﺔ‪ ،‬ﻭﻴﻨﻘﺴﻡ ﺍﻝﻭﻗﺕ ﺍﻻﺫﺍﻋﻲ ﻋﺎﺩﺓ ﻭﻓﻘﹰﺎ ﻻﻫﻤﻴﺘـﻪ ﺇﻝـﻰ ﺜـﻼﺙ ﻓﺘـﺭﺍﺕ‪..‬‬
‫ﻭﻴﺘﻔﺎﻭﺕ ﺴﻌﺭ ﺍﻝﻭﻗﺕ ﻭﻓﻘﹰﺎ ﻝﻌﺩﺩ ﻤﺭﺍﺕ ﺇﺫﺍﻋﺔ ﺍﻹﻋﻼﻥ‪ ،‬ﻭﻁﻭل ﺍﻝﻭﻗـﺕ ﺍﻝـﺫﻱ‬
‫ﻴﺸﻐﻠﻪ)‪.(٣٥‬‬
‫ﻭﺘﺤﺴﺏ ﺘﻜﻠﻔﺔ ﺍﻹﻋﻼﻥ ﺍﻻﺫﺍﻋﻲ ﻝﻜل ﺃﻝﻑ ﻤﺴﺘﻤﻊ ﻭﻓﻕ ﺍﻝﻤﻌﺎﺩﻝﺔ ﺍﻝﺘﺎﻝﺔ‪:‬‬
‫ﺘﻜﻠﻔﺔ ﺍﻝﺯﻤﻥ ﺍﻝﻤﺨﺼﺹ ﻝﻺﻋﻼﻥ × ‪١٠٠٠‬‬
‫ﻋﺩﺩ ﺍﻝﻤﺴﺘﻤﻌﻴﻥ‬ ‫ﺍﻝﺘﻜﻠﻔﺔ ﻝﻜل ﺃﻝﻑ ﻤﺴﺘﻤﻊ =‬
‫‪Copyright © 2017.‬‬
‫‪copyright law.‬‬

‫‪-٢٤٤-‬‬

‫‪EBSCO Publishing : eBook Arabic Collection Trial - printed on 4/4/2020 5:48 PM via MINISTÈRE DE L''EDUCATION‬‬
‫‪NATIONALE, DE LA FORMATION PROFESSIONNELLE‬‬
‫; ‪AN: 1945112‬‬ ‫;‪.‬‬
‫‪Account: ns063387‬‬
‫‪. All rights reserved. May not be reproduced in any form without permission from the publisher, except fair uses permitted under U.S. or applicable‬‬

‫ﻤﺯﺍﻴﺎ ﺍﻹﻋﻼﻥ ﻓﻲ ﺍﻻﺫﺍﻋﺔ ﺍﻝﻤﺴﻤﻭﻋﺔ‪:‬‬

‫ﻝﻺﻋﻼﻥ ﻓﻲ ﺍﻻﺫﺍﻋﺔ ﺍﻝﻤﺴﻤﻭﻋﺔ ﻋﺩﺓ ﻤﺯﺍﻴﺎ ﻨﺫﻜﺭ ﻤﻨﻬﺎ‪:‬‬
‫‪ ١‬ـ ﺘﺼل ﺍﻹﺫﺍﻋﺔ ﺍﻝﻤﺴﻤﻭﻋﺔ ﺇﻝﻰ ﻤﻼﻴﻴﻥ ﺍﻝﻤﺴﺘﻤﻌﻴﻥ ﻓﻲ ﺃﻤﺎﻜﻥ ﺸـﺘﻰ‬
‫ﻓﻲ ﺫﺍﺕ ﺍﻝﻭﻗﺕ‪.‬‬
‫‪ ٢‬ـ ﺘﺨﺘﺭﻕ ﺍﻻﺫﺍﻋﺔ ﺍﻝﻤﺴﻤﻭﻋﺔ ﺤﺎﺠﺯ ﺍﻻﻤﻴﺔ‪ ،‬ﺤﻴﺙ ﺘﺨﺎﻁﺏ ﻜل ﻓﺌـﺎﺕ‬
‫ﺍﻝﻤﺠﺘﻤﻊ ﺒﻐﺽ ﺍﻝﻨﻅﺭ ﻋﻥ ﻤﺩﻯ ﺍﻝﻤﺎﻤﻬﻡ ﺒﺎﻝﻘﺭﺍﺀﺓ ﻭﺍﻝﻜﺘﺎﺒﺔ ﻤﻥ ﻋﺩﻤﻪ‪ ،‬ﻭﺒﺎﻝﺘـﺎﻝﻲ‬
‫ﻓﺈﻨﻬﺎ ﺘﻌﺩ ﻭﺴﻴﻠﺔ ﺇﻋﻼﻨﻴﺔ ﻤﻨﺎﺴﺒﺔ ﺠﺩﹰﺍ ﻝﻼﻤﻴﻴﻥ‪.‬‬
‫ﻼ ﻜﻤـﺎ ﻫـﻭ‬
‫‪ ٣‬ـ ﻻ ﺘﺘﻁﻠﺏ ﻋﻤﻠﻴﺔ ﺘﻠﻘﻲ ﺍﻝﺭﺴﺎﻝﺔ ﺍﻹﻋﻼﻨﻴﺔ ﺘﻔﺭﻏﹰﺎ ﻜﺎﻤ ﹰ‬
‫ﺍﻝﺤﺎل ﻓﻲ ﺍﻝﺼﺤﻑ ﻭﺍﻝﺴﻴﻨﻤﺎ ﻭﺍﻝﺘﻠﻔﺯﻴﻭﻥ‪ ،‬ﺤﻴﺙ ﺒﺈﻤﻜﺎﻥ ﺍﻝﻤﺴﺘﻤﻊ ﺍﻥ ﻴﺴﺘﻤﻊ ﺇﻝﻰ‬
‫ﺍﻝﺭﺴﺎﻝﺔ ﺍﻹﻋﻼﻨﻴﺔ ﻋﺒﺭ ﺍﻝﺭﺍﺩﻴﻭ ﻭﻫﻭ ﻴﺅﺩﻱ ﺃﻱ ﻋﻤل‪ ،‬ﻜﺄﻥ ﻴﻘـﻭﺩ ﺴـﻴﺎﺭﺘﻪ‪ ،‬ﺃﻭ‬
‫ﻴﻌﻤل ﻓﻲ ﺍﻝﺤﻘل‪..‬ﺍﻝﺦ‪.‬‬
‫‪ ٤‬ـ ﻴﺘﻴﺢ ﺍﻝﺭﺍﺩﻴﻭ ﻝﻠﻤﻌﻠﻥ ﺇﻤﻜﺎﻨﻴﺔ ﺘﻜﺭﺍﺭ ﺇﻋﻼﻨﻪ ﻓﻲ ﺍﻝﻴﻭﻡ ﺍﻝﻭﺍﺤﺩ ﻋـﺩﺓ‬
‫ﻤﺭﺍﺕ‪ ،‬ﻭﻓﻲ ﺍﻷﻭﻗﺎﺕ ﺍﻝﺘﻲ ﻴﺨﺘﺎﺭﻫﺎ‪ ،‬ﻤﻤﺎ ﻴﺯﻴﺩ ﻤﻥ ﺩﺭﺠﺔ ﺘﻌﺭﺽ ﺍﻝﻤﺴـﺘﻤﻌﻴﻥ‬
‫ﻝﻬﺎ‪.‬‬
‫‪ ٥‬ـ ﺍﻹﻋﻼﻥ ﻓﻲ ﺍﻻﺫﺍﻋﺔ ﺍﻝﻤﺴﻤﻭﻋﺔ ﺃﻗل ﻜﻠﻔﺔ ﻤﻨﻪ ﻓﻲ ﻭﺴﺎﺌل ﺇﻋﻼﻨﻴـﺔ‬
‫ﺃﺨﺭﻯ‪ ،‬ﻜﺎﻝﺘﻠﻔﺯﻴﻭﻥ ﻭﺍﻝﺴﻴﻨﻤﺎ‪.‬‬
‫‪ ٦‬ـ ﻻ ﻴﺴﺘﻐﺭﻕ ﺍﻋﺩﺍﺩ ﻭﺘﺠﻬﻴﺯ ﺍﻹﻋﻼﻥ ﻓﻲ ﺍﻻﺫﺍﻋﺔ ﺍﻝﻤﺴـﻤﻭﻋﺔ ﻭﻗﺘـﹰﺎ‬
‫ﻁﻭﻴﻼﹰ‪ ،‬ﻜﻤﺎ ﻻ ﻴﺘﻁﻠﺏ ﺍﻤﻜﺎﻨﻴﺎﺕ ﺘﻘﻨﻴﺔ ﻋﺎﻝﻴـﺔ‪ ،‬ﻭﻻ ﻴﺘﺠـﺎﻭﺯ ﻤﻜـﺎﻥ ﺍﻋـﺩﺍﺩﻩ‬
‫ﺍﻻﺴﺘﻭﺩﻴﻭ‪ ،‬ﻭﻜل ﺫﻝﻙ ﺒﻌﻜﺱ ﺍﻝﺴﻴﻨﻤﺎ ﻭﺍﻝﺘﻠﻔﺯﻴﻭﻥ‪.‬‬
‫‪ ٧‬ـ ﺘﻌﺩ ﺨﺎﺼﻴﺔ ﺍﺴﺘﺨﺩﺍﻡ ﺍﻝﺼﻭﺕ ﻤﻥ ﺍﻝﻤﺯﺍﻴﺎ ﺍﻝﻤﻬﻤـﺔ ﻓـﻲ ﺍﻻﺫﺍﻋـﺔ‬
‫ﺍﻝﻤﺴﻤﻭﻋﺔ‪ ،‬ﺤﻴﺙ ﺘﺘﻤﺘﻊ ﺃﺼﻭﺍﺕ ﺒﻌﺽ ﺍﻷﺸﺨﺎﺹ ﺒﺎﻝﻌﻤﻕ‪ ،‬ﻭﺍﻝﺤﻴﻭﻴﺔ‪ ،‬ﻭﺍﻝﺩﻑﺀ‪،‬‬
‫‪Copyright © 2017.‬‬
‫‪copyright law.‬‬

‫‪-٢٤٥-‬‬

‫‪EBSCO Publishing : eBook Arabic Collection Trial - printed on 4/4/2020 5:48 PM via MINISTÈRE DE L''EDUCATION‬‬
‫‪NATIONALE, DE LA FORMATION PROFESSIONNELLE‬‬
‫; ‪AN: 1945112‬‬ ‫;‪.‬‬
‫‪Account: ns063387‬‬
‫‪. All rights reserved. May not be reproduced in any form without permission from the publisher, except fair uses permitted under U.S. or applicable‬‬

‫ﻭﻝﺒﻌﺽ ﺍﻻﺼﻭﺍﺕ ﺍﻝﻘﺩﺭﺓ ﻋﻠﻰ ﺨﻠﻕ ﺤﺎﻝـﺔ ﻤـﻥ ﺍﻝﺘﻭﺍﺼـل ﺍﻝﺤﻤﻴﻤـﻲ ﻤـﻊ‬
‫ﺍﻝﻤﺴﺘﻤﻌﻴﻥ‪ ،‬ﻤﻤﺎ ﻴﻭﺤﻲ ﺒﺼﺩﻕ ﺍﻝﺭﺴﺎﻝﺔ ﺍﻹﻋﻼﻨﻴﺔ‪.‬‬
‫‪ ٨‬ـ ﺘﺘﻤﺘﻊ ﺍﻻﺫﺍﻋﺔ ﺍﻝﻤﺴﻤﻭﻋﺔ ﺒﺩﺭﺠﺔ ﻋﺎﻝﻴﺔ ﻤﻥ ﺍﻻﻨﺘﻘﺎﺌﻴﺔ‪ ،‬ﻤﻥ ﺨﻼل ﻤﺎ‬
‫ﺘﻭﻓﺭﻩ ﻝﻠﻤﻌﻠﻥ ﻤﻥ ﺍﻤﻜﺎﻨﻴﺔ ﻤﺨﺎﻁﺒﺔ ﺍﻝﺠﻤﻬـﻭﺭ ﺍﻝﻤﺴـﺘﻬﺩﻑ ﻋﺒـﺭ ﺍﻻﺫﺍﻋـﺎﺕ‬
‫ﺍﻻﻗﻠﻴﻤﻴﺔ‪ ،‬ﺃﻭ ﺍﻝﻭﻁﻨﻴﺔ‪ ،‬ﺃﻭ ﺍﻝﺩﻭﻝﻴﺔ‪ ،‬ﺃﻭ ﻋﺒﺭ ﺍﻻﺫﺍﻋﺎﺕ ﺍﻝﻌﺎﻤﺔ‪ ،‬ﺃﻭ ﺍﻝﻤﺘﺨﺼﺼـﺔ‪،‬‬
‫ﻭﺫﻝﻙ ﻭﻓﻘﹰﺎ ﻻﻫﺩﺍﻑ ﺍﻝﻤﻌﻠﻥ ﻭﺨﻁﻁﻪ‪.‬‬

‫ﻋﻴﻭﺏ ﺍﻹﻋﻼﻥ ﻓﻲ ﺍﻻﺫﺍﻋﺔ ﺍﻝﻤﺴﻤﻭﻋﺔ‪:‬‬

‫ﻭﻓﻲ ﻤﻘﺎﺒل ﻫﺫﻩ ﺍﻝﻤﺯﺍﻴﺎ ﻫﻨﺎﻙ ﻤﺠﻤﻭﻋﺔ ﻤﻥ ﺍﻝﻌﻴﻭﺏ ﻝﻺﻋﻼﻥ ﻓﻲ ﺍﻻﺫﺍﻋﺔ‬
‫ﺍﻝﻤﺴﻤﻭﻋﺔ ﻤﻥ ﺃﻫﻤﻬﺎ‪:‬‬
‫‪ ١‬ـ ﺍﻻﺯﺩﻴﺎﺩ ﺍﻝﻜﺒﻴﺭ ﻓﻲ ﻋﺩﺩ ﺍﻻﺫﺍﻋﺎﺕ ﺍﻝﻤﺴﻤﻭﻋﺔ‪ ،‬ﻭﺘﻌﺩﺩ ﺘﺨﺼﺼﺎﺘﻬﺎ‪،‬‬
‫ﻭﻤﺠﺎﻻﺘﻬﺎ ﻴﺠﻌل ﺍﻝﻤﺴﺘﻤﻌﻴﻥ ﻴﺘﻨﻘﻠﻭﻥ ﺒﺴﻬﻭﻝﺔ‪ ،‬ﻭﺃﺤﻴﺎﻨﹶﺎ ﺒﺴﺭﻋﺔ ﻤﻥ ﺍﺫﺍﻋﺔ ﺇﻝـﻰ‬
‫ﺃﺨﺭﻯ‪ ،‬ﻤﻤﺎ ﻴﻘﻠل ﻤﻥ ﺍﻤﻜﺎﻨﻴﺔ ﺍﻻﺴﺘﻤﺎﻉ ﺇﻝﻰ ﺍﻹﻋﻼﻥ‪.‬‬
‫‪ ٢‬ـ ﻻ ﻴﺘﻔﺭﻍ ﺍﻝﻤﺘﻠﻘﻲ ـ ﻋﺎﺩﺓ ـ ﺒﺎﻝﻜﺎﻤل ﻝﻼﺴﺘﻤﺎﻉ ﻝﻠﺭﺍﺩﻴﻭ ﺒﻌﻜﺱ ﻤﺎ‬
‫ﻫﻭ ﻤﻭﺠﻭﺩ ﻓﻲ ﺍﻝﺼﺤﻑ ﻭﺍﻝﺴﻴﻨﻤﺎ ﻭﺍﻝﺘﻠﻔﺯﻴﻭﻥ‪ ،‬ﻭﺒﺎﻝﺘﺎﻝﻲ ﻓﺈﻥ ﺍﻤﻜﺎﻨﻴﺔ ﺍﻝﺘﺭﻜﻴـﺯ‬
‫ﺍﻝﻜﺎﻤل ﺘﻜﻭﻥ ﻤﺤﺩﻭﺩﺓ‪ ،‬ﺨﺎﺼﺔ ﻭﺍﻥ ﺍﻻﺴﺘﻤﺎﻉ ﻴﺘﻡ ﻋﺎﺩﺓ ﺃﺜﻨـﺎﺀ ﺍﻝﻘﻴـﺎﻡ ﺒﺄﻋﻤـﺎل‬
‫ﺃﺨﺭﻯ‪.‬‬
‫‪ ٣‬ـ ﻋﺩﻡ ﺃﻤﻜﺎﻨﻴﺔ ﺍﺴﺘﺨﺩﺍﻡ ﻋﻨﺎﺼﺭ ﻤﻬﻤـﺔ ﻓـﻲ ﺍﻝﺘـﺄﺜﻴﺭ‪ ،‬ﻜﺎﻝﺼـﻭﺭﺓ‬
‫ﻭﺍﻻﻝﻭﺍﻥ‪.‬‬
‫‪ ٤‬ـ ﻻﻥ ﺍﻝﻜﻠﻤﺔ ﻫﻲ ﺍﻝﻌﻨﺼﺭ ﺍﻷﺴﺎﺴﻲ ﻓﻲ ﺍﻹﻋﻼﻥ ﺍﻝﻤﺴﻤﻭﻉ ﻓﺈﻥ ﺘﻌﺫﺭ‬
‫ﺍﻻﺴﺘﻤﺎﻉ ﺇﻝﻰ ﻜﻠﻤﺔ ﻭﺍﺤﺩﺓ ﻤﻥ ﻜﻠﻤﺎﺕ ﺍﻹﻋﻼﻥ ﻻﻱ ﺴﺒﺏ ﻤﻥ ﺸـﺄﻨﻪ ﺃﻥ ﻴـﺅﺜﺭ‬
‫ﻋﻠﻰ ﺍﺴﺘﻴﻌﺎﺏ ﺍﻹﻋﻼﻥ ﺒﺎﻝﻜﺎﻤل‪.‬‬
‫‪Copyright © 2017.‬‬
‫‪copyright law.‬‬

‫‪-٢٤٦-‬‬

‫‪EBSCO Publishing : eBook Arabic Collection Trial - printed on 4/4/2020 5:48 PM via MINISTÈRE DE L''EDUCATION‬‬
‫‪NATIONALE, DE LA FORMATION PROFESSIONNELLE‬‬
‫; ‪AN: 1945112‬‬ ‫;‪.‬‬
‫‪Account: ns063387‬‬
‫‪. All rights reserved. May not be reproduced in any form without permission from the publisher, except fair uses permitted under U.S. or applicable‬‬

‫‪ ٥‬ـ ﺍﻝﻤﺤﺩﻭﺩﻴﺔ ﺍﻝﻨﺴﺒﻴﺔ ﻻﻤﻜﺎﻨﻴﺔ ﺍﻝﺘﺠﺩﻴﺩ ﻭﺍﻻﺒﺘﻜﺎﺭ ﻓﻲ ﺇﻋﻼﻨﺎﺕ ﺍﻝﺭﺍﺩﻴﻭ‪،‬‬

‫ﺒﻌﻜﺱ ﺒﻌﺽ ﺍﻝﻭﺴﺎﺌل ﺍﻷﺨﺭﻯ‪ ،‬ﻜﺎﻝﺼﺤﻑ ﻭﺍﻝﺴﻨﻴﻤﺎ ﻭﺍﻝﺘﻠﻔﺯﻴﻭﻥ‪.‬‬

‫ﺜﺎﻨﻴﺎ ‪ :‬ﺍﻹﻋﻼﻥ ﻓﻲ ﺍﻻﺫﺍﻋﺔ ﺍﻝﻤﺭﺌﻴﺔ‪:‬‬

‫ﻅﻬﺭﺕ ﺍﻻﺫﺍﻋﺔ ﺍﻝﻤﺭﺌﻴﺔ "ﺍﻝﺘﻠﻔﺯﻴﻭﻥ" ﻻﻭل ﻤﺭﺓ ﻓـﻲ ﺍﻝﻌـﺎﻝﻡ ﻓـﻲ ﻋـﺎﻡ‬
‫‪١٩٣٩‬ﻡ‪ ،‬ﻓﻲ ﺍﻝﻭﻻﻴﺎﺕ ﺍﻝﻤﺘﺤﺩﺓ ﺍﻻﻤﺭﻴﻜﻴﺔ‪ ،‬ﻭﻗﺩ ﺴﺎﻫﻡ ﺍﻝﺘﻠﻔﺯﻴﻭﻥ ﺒﺩﺭﺠﺔ ﻜﺒﻴـﺭﺓ‬
‫ﻓﻲ ﺘﻁﻭﺭ ﺍﻝﻤﺠﺘﻤﻌﺎﺕ ﺒﺼﻔﺔ ﻋﺎﻤﺔ‪ ،‬ﻭﻓﻲ ﺍﻝﺘﺄﺜﻴﺭ ﻋﻠﻰ ﺍﻝﺴﻠﻭﻙ ﺍﻻﺠﺘﻤﺎﻋﻲ ﺒﺼﻔﺔ‬
‫ﺨﺎﺼﺔ‪ ،‬ﻭﻴﻤﻜﻥ ﺍﻝﻘﻭل ﺃﻥ ﺍﺴﺘﺨﺩﺍﻡ ﺍﻝﺘﻠﻔﺯﻴﻭﻥ ﻓﻲ ﺍﻹﻋﻼﻥ ﻋﻥ ﺍﻝﺴﻠﻊ ﺒـﺩﺃ ﻓـﻲ‬
‫ﺍﻝﺨﻤﺴﻴﻨﺎﺕ ﻓﻲ ﺍﻤﺭﻴﻜﺎ)‪.(٣٦‬‬
‫ﻭﻗﺩ ﻜﺎﻥ ﺍﻝﺘﻠﻔﺯﻴﻭﻥ ﻓﻲ ﺃﻭل ﻋﻬﺩﻩ ﻴﺒﺙ ﺒﺭﺍﻤﺠﻪ ﺒﺎﻝﻠﻭﻨﻴﻥ ﺍﻻﺒﻴﺽ ﻭﺍﻻﺴﻭﺩ‬
‫ﻓﻘﻁ‪ ،‬ﻭﻻ ﻴﺘﻌﺩﻯ ﺍﺭﺴﺎﻝﻪ ﺍﻝﻘﻁﺭ ﺍﻝﺫﻱ ﻴﺒﺙ ﻤﻨﻪ‪ ،‬ﺇﻻ ﺃﻨﻪ ﻝﻡ ﺘﻤﺽ ﻋﻘـﻭﺩ ﻗﻠﻴﻠـﺔ‬
‫ﺤﺘﻰ ﺼﺎﺭ ﺍﻝﺘﻠﻔﺯﻴﻭﻥ ﻭﺴﻴﻠﺔ ﻜﻭﻨﻴﺔ ﺘﺘﻌﺩﻯ ﺍﻝﺤﺩﻭﺩ ﻭﺘﺘﺨﻁﻰ ﺍﻝﺤﻭﺍﺠﺯ ﺒﻔﻀـل‬
‫ﺍﻷﻗﻤﺎﺭ ﺍﻝﺼﻨﺎﻋﻴﺔ‪ ،‬ﻭﺘﺤﻭل ﺒﺎﻝﺘﺎﻝﻲ ﺇﻝﻰ ﻭﺴﻴﻠﺔ ﺸﻌﺒﻴﺔ ﻴﻘﺒـل ﻋﻠـﻰ ﻤﺸـﺎﻫﺩﺘﻬﺎ‬
‫ﻭﻤﺘﺎﺒﻌﺘﻬﺎ ﻤﻼﻴﻴﻥ ﺍﻷﺸﺨﺎﺹ‪ ،‬ﻤـﻥ ﻤﺨﺘﻠـﻑ ﺍﻝﻔﺌـﺎﺕ ﺍﻝﻌﻤﺭﻴـﺔ ﻭﺍﻝﺸـﺭﺍﺌﺢ‬
‫ﺍﻻﺠﺘﻤﺎﻋﻴﺔ‪.‬‬
‫ﻭﻗﺩ ﺃﺩﻯ ﻫﺫﺍ ﺍﻝﺘﻁﻭﺭ ﺍﻝﺫﻱ ﺸﻬﺩﻩ ﺍﻝﺘﻠﻔﺯﻴﻭﻥ ﺇﻝﻰ ﻅﻬﻭﺭ ﺜﻼﺙ ﺃﻨﻭﺍﻉ ﻤـﻥ‬
‫ﺍﻝﻘﻨﻭﺍﺕ ﻋﻠﻰ ﺼﻌﻴﺩ ﺍﻝﺘﻐﻁﻴﺔ ﺍﻝﺠﻐﺭﺍﻓﻴﺔ‪ ،‬ﻭﺫﻝﻙ ﻜﺎﻝﺘﺎﻝﻲ‪:‬‬
‫‪ ١‬ـ ﺍﻝﺘﻠﻔﺯﻴﻭﻥ ﺍﻝﻭﻁﻨﻲ‪:‬‬
‫ﻭﻫﻭ ﺍﻝﺘﻠﻔﺯﻴﻭﻥ ﺍﻝﺫﻱ ﻴﻐﻁﻲ ﺒﺜﻪ ﺍﻝﻨﻁﺎﻕ ﺍﻝﺠﻐﺭﺍﻓﻲ ﻝﻠﺩﻭﻝﺔ ﺍﻝﺘﻲ ﻴﻌﻤل ﻓﻴﻬﺎ‪،‬‬
‫ﻭﻴﻜﻭﻥ ﻤﻘﺭﻩ ﻋﺎﺩﺓ ﻋﺎﺼﻤﺔ ﺘﻠﻙ ﺍﻝﺩﻭﻝﺔ‪ ،‬ﻭﺘﺴـﻤﻰ ﺘﻠـﻙ ﺍﻝﻘﻨـﻭﺍﺕ ﺒـﺎﻝﻘﻨﻭﺍﺕ‬
‫ﺍﻷﺭﻀﻴﺔ‪ ،‬ﻭﻴﺘﻡ ﺍﻝﺘﻘﺎﻁ ﺒﺭﺍﻤﺠﻬﺎ ﺒﻭﺍﺴﻁﺔ ﺍﻝﻬﻭﺍﺌﻲ ﺍﻝﻌﺎﺩﻱ‪.‬‬
‫‪ ٢‬ـ ﺍﻝﺘﻠﻔﺯﻴﻭﻥ ﺍﻻﻗﻠﻴﻤﻲ‪:‬‬
‫‪Copyright © 2017.‬‬
‫‪copyright law.‬‬

‫‪-٢٤٧-‬‬

‫‪EBSCO Publishing : eBook Arabic Collection Trial - printed on 4/4/2020 5:48 PM via MINISTÈRE DE L''EDUCATION‬‬
‫‪NATIONALE, DE LA FORMATION PROFESSIONNELLE‬‬
‫; ‪AN: 1945112‬‬ ‫;‪.‬‬
‫‪Account: ns063387‬‬
‫‪. All rights reserved. May not be reproduced in any form without permission from the publisher, except fair uses permitted under U.S. or applicable‬‬

‫ﻭﻴﺴﻤﻰ ﻓﻲ ﺒﻌﺽ ﺍﻝﺒﻠﺩﺍﻥ ﺒﺎﻝﺠﻬﻭﻱ‪ ،‬ﻭﻓﻲ ﺒﻠﺩﺍﻥ ﺃﺨﺭﻯ ﺒﺎﻝﻤﺤﻠﻲ‪ ،‬ﻭﻫـﻲ‬

‫ﺘﻠﻙ ﺍﻝﻘﻨﻭﺍﺕ ﺍﻝﺘﻠﻔﺯﻴﻭﻨﻴﺔ ﺍﻝﺘﻲ ﺘﺒﺙ ﻤﻥ ﻤﻨﻁﻘﺔ ﻤﻌﻴﻨﺔ‪ ،‬ﺃﻭ ﺃﻗﻠﻴﻡ ﺩﺍﺨل ﺩﻭﻝﺔ ﻤـﺎ‪،‬‬
‫ﻭﻴﻐﻁﻲ ﺒﺜﻬﺎ ﻋﺎﺩﺓ ﺫﻝﻙ ﺍﻻﻗﻠﻴﻡ‪ ،‬ﻭﺘﻌﻨﻰ ﺒﺭﺍﻤﺠﻬﺎ ﻏﺎﻝﺒﹰﺎ ﺒﻘﻀﺎﻴﺎﻩ ﻭﺃﺨﺒﺎﺭﻩ‪.‬‬
‫‪ ٣‬ـ ﺍﻝﺘﻠﻔﺯﻴﻭﻥ ﺍﻝﻔﻀﺎﺌﻲ‪:‬‬
‫ﻭﻫﻭ ﻴﻤﺜل ﺘﻠﻙ ﺍﻝﻘﻨﻭﺍﺕ ﺍﻝﺘﻲ ﻴﺘﻌﺩﻯ ﺒﺜﻬﺎ ﺤﺩﻭﺩ ﺍﻝﺩﻭﻝﺔ ﺍﻝﺘﻲ ﺘﻌﻤل ﻓﻴﻬـﺎ‪،‬‬
‫ﺤﻴﺙ ﺘﺒﺙ ﺒﺭﺍﻤﺠﻬﺎ ﻋﺒﺭ ﺍﻻﻗﻤﺎﺭ ﺍﻝﺼﻨﺎﻋﻴﺔ ﺇﻝﻰ ﻤﻨﺎﻁﻕ ﻤﺨﺘﻠﻔﺔ ﻤـﻥ ﺍﻝﻌـﺎﻝﻡ‪،‬‬
‫ﻭﻴﺸﺎﻫﺩﻫﺎ ﻤﻼﻴﻴﻥ ﺍﻝﻨﺎﺱ ﻓﻲ ﻭﻗﺕ ﻭﺍﺤﺩ‪ ،‬ﻭﻗﺩ ﺼﺎﺭ ﻻﻏﻠﺏ ﺒﻠﺩﺍﻥ ﺍﻝﻌﺎﻝﻡ ﻗﻨﻭﺍﺕ‬
‫ﻓﻀﺎﺌﻴﺔ ﺘﺭﺴل ﺒﺭﺍﻤﺠﻬﺎ ﻋﺒﺭ ﻋﺸﺭﺍﺕ ﺍﻻﻗﻤﺎﺭ ﺍﻝﺼﻨﺎﻋﻴﺔ ﺍﻝﻤﺜﺒﺘﺔ ﻓﻲ ﺍﻝﻔﻀﺎﺀ‪.‬‬
‫ﻭﻓﻲ ﺘﻁﻭﺭ ﺃﺨﺭ ﻝﻠﺘﻠﻔﺯﻴﻭﻥ ﻅﻬﺭﺕ ﺍﻝﻘﻨﻭﺍﺕ ﺍﻝﻤﺘﺨﺼﺼﺔ ﻓﻲ ﺍﻝﻌﺩﻴﺩ ﻤـﻥ‬
‫ﺍﻝﻤﺠﺎﻻﺕ‪ ،‬ﻜﻘﻨﻭﺍﺕ ﺍﻷﻏﺎﻨﻲ‪ ،‬ﻭﺍﻷﻓﻼﻡ‪ ،‬ﻭﺍﻝﻘﻨﻭﺍﺕ ﺍﻝﺩﻴﻨﻴﺔ‪ ،‬ﻭﺍﻝﻘﻨﻭﺍﺕ ﺍﻻﺨﺒﺎﺭﻴﺔ‪،‬‬
‫ﻜﻤﺎ ﻅﻬﺭﺕ ﺍﻴﻀﹰﺎ ﺍﻝﻘﻨﻭﺍﺕ ﺍﻹﻋﻼﻨﻴﺔ‪ ،‬ﻭﻫﻲ ﻨﻭﻋﻴﺔ ﻤﻥ ﺍﻝﻘﻨﻭﺍﺕ ﺍﻝﻤﺘﺨﺼﺼﺔ ﻓﻲ‬
‫ﺘﻘﺩﻴﻡ ﺍﻹﻋﻼﻨﺎﺕ ﻋﻠﻰ ﺃﺨﺘﻼﻑ ﺃﻨﻭﺍﻋﻬﺎ‪.‬‬
‫ﻭﻗﺩ ﺃﺘﺎﺡ ﻫﺫﺍ ﺍﻝﺘﻨﻭﻉ ﻓﻲ ﻤﻀﻤﻭﻥ ﺍﻝﻘﻨﻭﺍﺕ ﺃﻤﺎﻡ ﺍﻝﻤﻌﻠﻨﻴﻥ ﺨﻴﺎﺭﺍﺕ ﻤﺘﻌﺩﺩﺓ‬
‫ﻝﻨﺸﺭ ﺇﻋﻼﻨﺎﺘﻬﻡ ﻓﻲ ﺍﻝﻘﻨﻭﺍﺕ ﺍﻝﺘﻲ ﻴﺭﻭﻥ ﺃﻨﻬﺎ ﺍﻷﻨﺴﺏ ﻹﻋﻼﻨﺎﺘﻬﻡ‪.‬‬

‫ﺃﻨﻭﺍﻉ ﺍﻹﻋﻼﻥ ﺍﻝﺘﻠﻔﺯﻴﻭﻨﻲ‪:‬‬

‫ﺘﻘﺩﻡ ﺍﻹﻋﻼﻨﺎﺕ ﺍﻝﺘﻠﻔﺯﻴﻭﻨﻴﺔ ﻤﻥ ﺨﻼل ﻋﺩﺓ ﺃﺸﻜﺎل ﻭﺫﻝﻙ ﻜﺎﻝﺘﺎﻝﻲ‪:‬‬
‫‪ ١‬ـ ﺍﻹﻋﻼﻥ ﺍﻝﻤﺒﺎﺸﺭ‪:‬‬
‫ﻭﻫﻭ ﻜﻤﺎ ﻴﺘﻀﺢ ﻤﻥ ﺃﺴﻤﻪ ﻴﺴﺘﺨﺩﻡ ﺍﻻﺴﻠﻭﺏ ﺍﻝﻤﺒﺎﺸـﺭ ﻓـﻲ ﻤﺨﺎﻁﺒـﺔ‬
‫ﺍﻝﺠﻤﻬﻭﺭ‪ ،‬ﺤﻴﺙ ﻴﺘﻭﻝﻰ ﺃﺤﺩ ﺍﻷﺸﺨﺎﺹ ﺘﻘﺩﻴﻡ ﺍﻝﺭﺴﺎﻝﺔ ﺍﻹﻋﻼﻨﻴﺔ‪ ،‬ﻭﻏﺎﻝﺒﹰﺎ ﻤﺎ ﻴﻜﻭﻥ‬
‫ﻤﻘﺩﻡ ﺍﻹﻋﻼﻥ ﺃﺤﺩ ﺍﻝﺸﺨﺼﻴﺎﺕ ﺍﻝﻤﺸﻬﻭﺭﺓ ﻭﺍﻝﻤﻌﺭﻭﻓﺔ ﺍﻝﺘﻲ ﺘﺘﻤﺘﻊ ﺒﺤﺏ ﻭﺘﻘـﺩﻴﺭ‬
‫ﻭﺍﺤﺘﺭﺍﻡ ﺍﻝﺠﻤﻬﻭﺭ ﺍﻝﻤﺴﺘﻬﺩﻑ‪.‬‬
‫‪Copyright © 2017.‬‬
‫‪copyright law.‬‬

‫‪-٢٤٨-‬‬

‫‪EBSCO Publishing : eBook Arabic Collection Trial - printed on 4/4/2020 5:48 PM via MINISTÈRE DE L''EDUCATION‬‬
‫‪NATIONALE, DE LA FORMATION PROFESSIONNELLE‬‬
‫; ‪AN: 1945112‬‬ ‫;‪.‬‬
‫‪Account: ns063387‬‬
‫‪. All rights reserved. May not be reproduced in any form without permission from the publisher, except fair uses permitted under U.S. or applicable‬‬

‫ﻭﻤﻥ ﺍﻝﻤﻬﻡ ﺠﺩﹰﺍ ﺃﻥ ﺘﺘﻼﺌﻡ ﺸﺨﺼﻴﺔ ﺍﻝﻤﻌﻠﻥ ﻤﻊ ﻨﻭﻉ ﻭﻁﺒﻴﻌﺔ ﺍﻝﺴـﻠﻌﺔ ﺃﻭ‬
‫ﻼ ـ ﺃﻜﺜﺭ ﻤﻼﺌﻤﺔ ﻹﻋﻼﻨﺎﺕ ﻤﻭﺍﺩ ﺍﻝﺘﻨﻅﻴﻑ‪،‬‬
‫ﺍﻝﺨﺩﻤﺔ ﺍﻝﻤﻌﻠﻥ ﻋﻨﻬﺎ‪ ،‬ﻓﺎﻝﻤﺭﺃﺓ ـ ﻤﺜ ﹰ‬
‫ﻭﺍﻷﺜﺎﺙ ﺍﻝﻤﻨﺯﻝﻲ‪ ،‬ﻭﻤﺴﺘﻠﺯﻤﺎﺕ ﺍﻻﻁﻔﺎل‪ ،‬ﺃﻤﺎ ﺍﻝﺭﺠـﺎل ﻓـﺄﻨﻬﻡ ﺃﻜﺜـﺭ ﻤﻼﺌﻤـﺔ‬
‫ﻹﻋﻼﻨﺎﺕ ﺍﻝﺴﻴﺎﺭﺍﺕ ﺍﻝﺼﺤﺭﺍﻭﻴﺔ‪ ،‬ﻭﺍﻹﻋﻼﻨﺎﺕ ﺍﻝﺘﻲ ﺘﺭﻜﺯ ﻋﻠﻰ ﺨﺼﺎﺌﺹ ﺍﻝﻘﻭﺓ‪.‬‬
‫‪ ٢‬ـ ﺍﻹﻋﻼﻥ ﺍﻝﺘﻤﺜﻴﻠﻲ "ﺍﻝﺩﺭﺍﻤﻲ"‪:‬‬
‫ﻓﻲ ﻫﺫﻩ ﺍﻝﻨﻭﻋﻴﺔ ﻤﻥ ﺍﻹﻋﻼﻨﺎﺕ ﺍﻝﺘﻠﻔﺯﻴﻭﻨﻴﺔ ﻴﺘﻡ ﻜﺘﺎﺒﺔ ﺍﻝﻨﺹ ﺍﻹﻋﻼﻨﻲ ﻓﻲ‬
‫ﺼﻭﺭﺓ ﺴﻴﻨﺎﺭﻴﻭ ﻤﻌﺩ ﻝﻠﺘﻤﺜﻴل‪ ،‬ﻭﻴﻘـﻭﻡ ﺒـﺄﺩﺍﺀ ﺍﻻﺩﻭﺍﺭ ﻓﻴـﻪ ﻤﺠﻤﻭﻋـﺔ ﻤـﻥ‬
‫ﺍﻝﺸﺨﺼﻴﺎﺕ ﻭﻓﻕ ﻤﺎ ﻫﻭ ﻤﺤﺩﺩ‪ ،‬ﻭﻴﺘﺭﻜﺯ ﺍﻝﺤﻭﺍﺭ ﺤـﻭل ﺍﻝﺴـﻠﻌﺔ‪ ،‬ﺃﻭ ﺍﻝﺨﺩﻤـﺔ‬
‫ﻤﻭﻀﻭﻉ ﺍﻹﻋﻼﻥ‪ ،‬ﺒﻬﺩﻑ ﺍﺒﺭﺍﺯ ﻤﺯﺍﻴﺎﻫﺎ ﻭﻓﻭﺍﺌﺩﻫﺎ ﻭﺍﺴﺘﺨﺩﺍﻤﺎﺘﻬﺎ‪ ،‬ﻭﻗﺩ ﻴﺸـﻤل‬
‫ﺍﻝﺤﻭﺍﺭ ﺃﺴﺌﻠﺔ ﻭﺤﻭﺍﺭ ﺤﻭل ﺍﻝﺴﻠﻌﺔ ﻤﻥ ﺨـﻼل ﺸﺨﺼـﻴﺘﻴﻥ ﺍﺤـﺩﻫﻤﺎ ﻴﻤﺜـل‬
‫ﺍﻝﻤﺴﺘﻬﻠﻙ‪ ،‬ﻭﺍﻝﺜﺎﻨﻲ ﻴﻤﺜل ﺍﻝﻤﺅﺴﺴﺔ ﺃﻭ ﺍﻝﺸﺭﻜﺔ ﺍﻝﻤﻌﻠﻨﺔ‪.‬‬
‫‪ ٣‬ـ ﺇﻋﻼﻨﺎﺕ ﺍﻝﻜﺎﺭﺘﻭﻥ ﺃﻭ ﺍﻝﺭﺴﻭﻡ ﺍﻝﻤﺘﺤﺭﻜﺔ‪:‬‬
‫ﻗﺩ ﻴﻔﻀل ﺍﻝﻤﻌﻠﻥ ﺍﺤﻴﺎﻨﹰﺎ ﺍﺴﺘﺨﺩﺍﻡ ﺍﻝﺭﺴﻭﻡ ﺍﻝﻤﺘﺤﺭﻜﺔ ﻓﻲ ﺍﻴﺼﺎل ﺭﺴـﺎﻝﺘﻪ‬
‫ﺍﻹﻋﻼﻨﻴﺔ‪ ،‬ﻭﺫﻝﻙ ﻤﻥ ﺒﺎﺏ ﻜﺴﺭ ﺍﻝﺭﺘﺎﺒﺔ‪ ،‬ﻭﺒﻬﺩﻑ ﺃﺴﺘﺨﺩﺍﻡ ﺍﺴﺎﻝﻴﺏ ﻏﻴﺭ ﻤﺄﻝﻭﻓﺔ‪،‬‬
‫ﻭﻏﻴﺭ ﻤﻜﺭﺭﺓ ﻝﻠﻤﺸﺎﻫﺩ ﺘﻀﻤﻥ ﻝﻔﺕ ﺍﻨﺘﺒﺎﻫﻪ‪.‬‬
‫‪ ٤‬ـ ﺍﻹﻋﻼﻥ ﺍﻝﻤﻭﺴﻴﻘﻲ‪:‬‬
‫ﻭﻫﻲ ﻨﻭﻋﻴﺔ ﻤﻥ ﺍﻹﻋﻼﻨﺎﺕ ﺍﻝﻘﺼﻴﺭﺓ ﺍﻝﺘﻲ ﻴﻘﻭﻡ ﻤـﻥ ﺨﻼﻝﻬـﺎ ﺍﻝﻤﻌﻠـﻥ‬
‫ﺒﻌﺭﺽ ﺃﺴﻡ ﺍﻝﺴﻠﻌﺔ ﻓﻘﻁ‪ ،‬ﺃﻭ ﺸﻌﺎﺭﻫﺎ‪ ،‬ﻭﺒﺸﻜل ﺴﺭﻴﻊ ﻤﻊ ﺨﻠﻔﻴﺔ ﻤﻭﺴﻴﻘﻴﺔ ﺠﺫﺍﺒﺔ‬
‫ﻭﻤﻤﻴﺯﺓ‪ ،‬ﻭﺘﺩﻭﺭ ﻫﺫﻩ ﺍﻝﻨﻭﻋﻴﺔ ﻤﻥ ﺍﻹﻋﻼﻨﺎﺕ ﺤﻭل ﺍﻝﺴﻠﻊ ﺍﻝﻤﻌﺭﻭﻓﺔ ﻭﺍﻝﺭﺍﺴـﺨﺔ‬
‫ﻭﺍﻝﻤﻌﺭﻭﻓﺔ ﻝﺩﻯ ﺍﻝﺠﻤﻬﻭﺭ‪ ،‬ﻭﺍﻝﻬﺩﻑ ﻫﻨﺎ ﻫﻭ ﺍﻝﻁﺭﻕ ﻋﻠﻰ ﺫﺍﻜﺭﺓ ﺍﻝﻤﺘﻠﻘﻲ‪ ،‬ﻝﻜـﻲ‬
‫ﻴﻅل ﺩﺍﺌﻤﹰﺎ ﻋﻠﻰ ﺘﻭﺍﺼل ﻤﻊ ﻫﺫﻩ ﺍﻝﺴﻠﻌﺔ‪.‬‬
‫‪Copyright © 2017.‬‬
‫‪copyright law.‬‬

‫‪-٢٤٩-‬‬

‫‪EBSCO Publishing : eBook Arabic Collection Trial - printed on 4/4/2020 5:48 PM via MINISTÈRE DE L''EDUCATION‬‬
‫‪NATIONALE, DE LA FORMATION PROFESSIONNELLE‬‬
‫; ‪AN: 1945112‬‬ ‫;‪.‬‬
‫‪Account: ns063387‬‬
‫‪. All rights reserved. May not be reproduced in any form without permission from the publisher, except fair uses permitted under U.S. or applicable‬‬

‫ﻤﺯﺍﻴﺎ ﺍﻹﻋﻼﻥ ﻓﻲ ﺍﻻﺫﺍﻋﺔ ﺍﻝﻤﺭﺌﻴﺔ‪:‬‬

‫ﻝﻼﺫﺍﻋﺔ ﺍﻝﻤﺭﺌﻴﺔ ﻜﻭﺴﻴﻠﺔ ﺇﻋﻼﻨﻴﺔ ﻋﺩﺩ ﻤﻥ ﺍﻝﻤﺯﺍﻴﺎ‪ ،‬ﻭﺫﻝﻙ ﻜﺎﻝﺘﺎﻝﻲ‪:‬‬
‫‪ ١‬ـ ﺍﻻﻨﺘﺸﺎﺭ ﺍﻝﻭﺍﺴﻊ‪ :‬ﺤﻴﺙ ﻴﻌﺩ ﺍﻝﺘﻠﻔﺯﻴﻭﻥ ﻭﺴﻴﻠﺔ ﻭﺍﺴـﻌﺔ ﺍﻻﻨﺘﺸـﺎﺭ‪،‬‬
‫ﻭﻴﺼل ﺇﻝﻰ ﻤﻼﻴﻴﻥ ﺍﻷﻓﺭﺍﺩ ﻓﻲ ﺫﺍﺕ ﺍﻝﻭﻗﺕ‪ ،‬ﻤﺘﺨﻁﻴﹰﺎ ﻜل ﺍﻝﺤﻭﺍﺠﺯ ﺍﻝﺘﻲ ﻗﺩ ﺘﻌﻴﻕ‬
‫ﻭﺼﻭل ﺍﻝﻭﺴﺎﺌل ﺍﻹﻋﻼﻨﻴﺔ ﺍﻷﺨﺭﻯ‪.‬‬
‫‪ ٢‬ـ ﻭﺠﻭﺩ ﺍﻝﺼﻭﺕ ﻭﺍﻝﺼﻭﺭﺓ ﻭﺍﻝﺤﺭﻜﺔ‪ ،‬ﻴﺯﻴﺩ ﻤﻥ ﺩﺭﺠﺔ ﺍﻝﺘﺄﺜﻴﺭ ﻋﻠـﻰ‬
‫ﺍﻝﻤﺘﻠﻘﻲ‪ ،‬ﺤﻴﺙ ﻴﺠﻌل ﻜل ﺫﻝﻙ ﺍﻝﺴﻠﻌﺔ ﺃﻭ ﺍﻝﺨﺩﻤﺔ ﺘﻅﻬﺭ ﻓﻲ ﺸﻜﻠﻬﺎ ﺍﻝﻁﺒﻴﻌﻲ‪ ،‬ﻤﻤﺎ‬
‫ﻴﻀﻔﻲ ﻋﻠﻴﻬﺎ ﻨﻭﻉ ﻤﻥ ﺍﻝﻭﺍﻗﻌﻴﺔ‪.‬‬
‫‪ ٣‬ـ ﻴﺘﻴﺢ ﺍﻝﺘﻠﻔﺯﻴﻭﻥ ﺨﻴﺎﺭﺍﺕ ﻭﺍﺴﻌﺔ ﺃﻤﺎﻡ ﺍﻝﻤﻌﻠﻥ ﻤﻥ ﺤﻴﺙ ﺍﺨﺘﻴﺎﺭ ﺍﻝﻭﻗﺕ‬
‫ﺍﻝﻤﻨﺎﺴﺏ‪ ،‬ﻭﺍﻝﺒﺭﺍﻤﺞ ﺍﻝﻤﻨﺎﺴﺒﺔ ﺍﻴﻀﺎﹰ‪ ،‬ﻭﻓﻕ ﻤﺎ ﻴﺘﻼﺌﻡ ﻤﻊ ﻨﻭﻉ ﺍﻹﻋﻼﻥ ﻭﺠﻤﻬﻭﺭﻩ‪.‬‬
‫‪ ٤‬ـ ﺘﺘﻴﺢ ﺍﻝﺘﻘﻨﻴﺔ ﺍﻝﻌﺎﻝﻴﺔ ﻝﻠﺘﻠﻔﺯﻴﻭﻥ ﺍﻤﻜﺎﻨﻴﺔ ﺃﺨﺭﺍﺝ ﻭﺘﺼـﻤﻴﻡ ﺍﻹﻋـﻼﻥ‬
‫ﺒﻁﺭﻴﻘﺔ ﻤﺒﺘﻜﺭﺓ‪ ،‬ﺨﺎﻝﻴﺔ ﻤﻥ ﺍﻝﺘﻜﺭﺍﺭ ﻭﺍﻝﺘﻘﻠﻴﺩ‪.‬‬
‫‪ ٥‬ـ ﻴﻭﻓﺭ ﺍﻝﺘﻠﻔﺯﻴﻭﻥ ﻤﺭﻭﻨﺔ ﺠﻐﺭﺍﻓﻴﺔ ﻝﻠﻤﻌﻠﻥ‪ ،‬ﺤﻴﺙ ﺒﺎﻤﻜﺎﻨﻪ ﺃﻥ ﻴﺤـﺩﺩ‬
‫ﻨﺸﺭ ﺇﻋﻼﻨﻪ ﻋﻠﻰ ﺍﻝﺼﻌﻴﺩ ﺍﻝﻭﻁﻨﻲ‪ ،‬ﺃﻭ ﺍﻻﻗﻠﻴﻤﻲ "ﺍﻝﺠﻬﻭﻱ"‪ ،‬ﺃﻭ ﺍﻝـﺩﻭﻝﻲ‪ ،‬ﻤـﻥ‬
‫ﺨﻼل ﻤﺎ ﻫﻭ ﻤﺘﺎﺡ ﻤﻥ ﻗﻭﺍﺕ ﺍﻗﻠﻴﻤﻴﺔ ﻭﻭﻁﻨﻴﺔ ﻭﻓﻀﺎﺌﻴﺔ‪.‬‬
‫‪ ٦‬ـ ﻴﺘﻴﺢ ﺍﻝﺘﻠﻔﺯﻴﻭﻥ ﺍﻤﻜﺎﻨﻴﺔ ﺘﻘﺩﻴﻡ ﻤﻌﻠﻭﻤﺎﺕ ﻤﻔﺼﻠﺔ ﻋـﻥ ﺍﻝﺨﺩﻤـﺔ ﺃﻭ‬
‫ﺍﻝﺴﻠﻌﺔ ﻤﺩﻋﻤﺔ ﺒﻤﺸﺎﻫﺩ ﺘﻭﻀﺢ ﻁﺭﻕ ﻭﺍﺴﺎﻝﻴﺏ ﻭﺍﻤﺎﻜﻥ ﺍﺴﺘﺨﺩﺍﻤﻬﺎ‪،‬ﺃﻭ ﺍﻝﺘﻌﺎﻤـل‬
‫ﻤﻌﻬﺎ‪.‬‬
‫‪ ٧‬ـ ﺍﻤﻜﺎﻨﻴﺔ ﺘﻘﺩﻴﻡ ﺍﻝﺭﺴﺎﻝﺔ ﻤﺭﺍﺕ ﻋﺩﻴﺩﺓ ﻓﻲ ﺍﻝﻴﻭﻡ ﺍﻝﻭﺍﺤﺩ‪ ،‬ﻤﻤﺎ ﻴﺯﻴﺩ ﻤﻥ‬
‫ﻓﺭﺼﺔ ﺍﻝﺘﻌﺭﺽ ﻝﻬﺎ‪.‬‬
‫‪Copyright © 2017.‬‬
‫‪copyright law.‬‬

‫‪-٢٥٠-‬‬

‫‪EBSCO Publishing : eBook Arabic Collection Trial - printed on 4/4/2020 5:48 PM via MINISTÈRE DE L''EDUCATION‬‬
‫‪NATIONALE, DE LA FORMATION PROFESSIONNELLE‬‬
‫; ‪AN: 1945112‬‬ ‫;‪.‬‬
‫‪Account: ns063387‬‬
‫‪. All rights reserved. May not be reproduced in any form without permission from the publisher, except fair uses permitted under U.S. or applicable‬‬

‫‪ ٨‬ـ ﺭﻏﻡ ﺍﺭﺘﻔﺎﻉ ﻜﻠﻔﺔ ﺍﻨﺘﺎﺝ ﺍﻹﻋﻼﻥ ﺍﻝﺘﻠﻔﺯﻴﻭﻨﻲ ﻓـﻲ ﺍﻝﻌﻤـﻭﻡ‪ ،‬ﻓﺈﻨـﻪ‬
‫ﻭﺒﺎﻝﻨﻅﺭ ﺇﻝﻰ ﺍﻝﻤﺴﺎﺤﺎﺕ ﺍﻝﺠﻐﺭﺍﻓﻴﺔ ﺍﻝﻬﺎﺌﻠﺔ ﺍﻝﺘﻲ ﻴﻐﻁﻴﻬـﺎ ﺍﻝﺒـﺙ ﺍﻝﺘﻠﻔﺯﻴـﻭﻨﻲ‪،‬‬
‫ﻭﺒﺘﻁﺒﻴﻕ ﻤﻌﺎﺩﻝﺔ ﺍﻝﺘﻜﻠﻔﺔ ﻝﻜل ﺃﻝﻑ ﻤﺸﺎﻫﺩ ﻭﺍﻝﺘﻲ ﺘﺴﺎﻭﻱ‪:‬‬
‫ﺘﻜﻠﻔﺔ ﺍﻝﺯﻤﻥ ﺍﻝﻤﺨﺼﺹ ﻝﻺﻋﻼﻥ ×‪١٠٠٠‬‬
‫ﻋﺩﺩ ﺍﻝﻤﺸﺎﻫﺩﻴﻥ‬
‫ﻴﻅﻬﺭ ﻝﻨﺎ ﺍﻻﻨﺨﻔﺎﺽ ﺍﻝﻨﺴﺒﻲ ﻝﺘﻠﻙ ﺍﻝﺘﻜﻠﻔﺔ‪ ،‬ﺨﺎﺼﺔ ﺒﺎﻝﻨﺴﺒﺔ ﻝﻠﻘﻨﻭﺍﺕ ﺍﻝﺘﻲ‬
‫ﺘﺤﻅﻰ ﺒﻜﺜﺎﻓﺔ ﻤﺸﺎﻫﺩﺓ ﻋﺎﻝﻴﺔ‪.‬‬

‫ﻋﻴﻭﺏ ﺍﻹﻋﻼﻥ ﻓﻲ ﺍﻻﺫﺍﻋﺔ ﺍﻝﻤﺭﺌﻴﺔ‪:‬‬

‫ﻝﻺﻋﻼﻥ ﻓﻲ ﺍﻻﺫﺍﻋﺔ ﺍﻝﻤﺭﺌﻴﺔ ﻤﺠﻤﻭﻋﺔ ﻤﻥ ﺍﻝﻌﻴﻭﺏ‪ ،‬ﻴﻤﻜﻥ ﺤﺼﺭﻫﺎ ﻓﻴﻤﺎ‬
‫ﻴﻠﻲ‪:‬‬
‫‪ ١‬ـ ﺍﻝﺘﻜﻠﻔﺔ ﺍﻝﻤﺎﻝﻴﺔ ﺍﻝﻌﺎﻝﻴﺔ ﺍﻝﺘﻲ ﺘﺘﻁﻠﺒﻬﺎ ﻋﻤﻠﻴﺔ ﺘﺠﻬﻴﺯ ﻭﺘﺼﻤﻴﻡ ﺍﻹﻋﻼﻥ‬
‫ﻓﻲ ﺍﻝﺘﻠﻔﺯﻴﻭﻥ‪.‬‬
‫‪ ٢‬ـ ﻗﺼﺭ ﺍﻝﻔﺘﺭﺓ ﺍﻝﺯﻤﻨﻴﺔ ﺍﻝﺘﻲ ﺘﺴﺘﻐﺭﻗﻬﺎ ﻤﺩﺓ ﻋﺭﺽ ﺍﻹﻋﻼﻥ‪ ،‬ﻭﻴﻌـﻭﺩ‬
‫ﺫﻝﻙ ﺇﻝﻰ ﺍﻝﺘﻜﻠﻔﺔ ﺍﻝﻌﺎﻝﻴﺔ ﺍﻝﺘﻲ ﺘﺘﻁﻠﺒﻬﺎ ﻋﻤﻠﻴﺔ ﺘﺠﻬﻴﺯ ﺍﻹﻋﻼﻥ ﺍﻝﺘﻠﻔﺯﻴﻭﻨﻲ‪.‬‬
‫‪ ٣‬ـ ﺍﺭﺘﻔﺎﻉ ﺴﻌﺭ ﺍﻝﻭﻗﺕ ﺍﻝﻤﺒﺎﻉ ﻝﻠﻤﻌﻠﻨﻴﻥ ﻓﻲ ﺍﻝﺘﻠﻔﺯﻴﻭﻥ‪.‬‬
‫‪ ٤‬ـ ﺼﻌﻭﺒﺔ ﺤﺼﺭ ﻭﺘﺤﺩﻴﺩ ﺍﻝﺠﻤﻬﻭﺭﺍﻝﻤﺴﺘﻬﺩﻑ ﺒﺩﻗﺔ‪.‬‬
‫‪ ٥‬ـ ﺍﻻﺯﺩﻴﺎﺩ ﺍﻝﻜﺒﻴﺭ ﻭﺍﻝﻤﻁﺭﺩ ﻓﻲ ﻋﺩﺩ ﺍﻝﻘﻨﻭﺍﺕ ﺍﻝﺘﻠﻔﺯﻴﻭﻨﻴﺔ ﻤﻤﺎ ﻗﺩ ﻴﺅﺩﻱ‬
‫ﺇﻝﻰ ﺘﺸﺘﻴﺕ ﺍﻨﺘﺒﺎﻩ ﻭﺘﺭﻜﻴﺯ ﺍﻝﻤﺸﺎﻫﺩ‪ ،‬ﻭﻋﺩﻡ ﺍﻫﺘﻤﺎﻤﻪ ﺒﻤﺘﺎﺒﻌﺔ ﺍﻹﻋﻼﻥ‪.‬‬
‫‪ ٦‬ـ ﺍﻤﻜﺎﻨﻴﺔ ﺘﺠﺎﻫل ﺍﻹﻋﻼﻥ ﻭﺃﻫﻤﺎﻝﻪ ﻝﺩﻯ ﻤﺸﺎﻫﺩﻱ ﺍﻝﺘﻠﻔﺯﻴـﻭﻥ ﻋﺎﻝﻴـﺔ‬
‫ﺠﺩﺍﹰ‪ ،‬ﺨﺎﺼﺔ ﻓﻲ ﻅل ﺘﻭﻓﺭ ﻭﺍﻨﺘﺸﺎﺭ ﺠﻬﺎﺯﺍﻝﺘﺤﻜﻡ ﻋﻥ ﺒﻌﺩ "ﺍﻝﺭﻴﻤﻭﺕ ﻜﻨﺘـﺭﻭل"‪،‬‬
‫ﻻ‪.‬‬
‫ﻭﺒﺎﻝﺘﺎﻝﻲ ﻓﺈﻥ ﻗﺭﺍﺭ ﺍﻝﺘﻌﺭﺽ ﻤﻥ ﻋﺩﻤﻪ ﻴﻤﺘﻠﻜﻪ ﺍﻝﻤﺸﺎﻫﺩ ﺃﻭ ﹰ‬
‫‪Copyright © 2017.‬‬
‫‪copyright law.‬‬

‫‪-٢٥١-‬‬

‫‪EBSCO Publishing : eBook Arabic Collection Trial - printed on 4/4/2020 5:48 PM via MINISTÈRE DE L''EDUCATION‬‬
‫‪NATIONALE, DE LA FORMATION PROFESSIONNELLE‬‬
‫; ‪AN: 1945112‬‬ ‫;‪.‬‬
‫‪Account: ns063387‬‬
‫‪. All rights reserved. May not be reproduced in any form without permission from the publisher, except fair uses permitted under U.S. or applicable‬‬

‫‪ ٧‬ـ ﺘﺴﺘﺩﻋﻲ ﻋﻤﻠﻴﺔ ﺘﺼﻤﻴﻡ ﻭﺘﺠﻬﻴـﺯ ﻭﺍﺨـﺭﺍﺝ ﺍﻹﻋـﻼﻥ ﻗـﺩﺭﺍﺕ‬

‫ﻭﺃﻤﻜﺎﻨﻴﺎﺕ ﺍﺒﺩﺍﻋﻴﺔ ﻋﺎﻝﻴﺔ‪ ،‬ﺒﻤﺎ ﻴﻀﻤﻥ ﻅﻬﻭﺭ ﺍﻹﻋـﻼﻥ ﻓـﻲ ﺸـﻜﻠﻪ ﺍﻝﻨﻬـﺎﺌﻲ‬
‫ﺒﻤﺴﺘﻭﻯ ﻓﻨﻲ ﺭﻓﻴﻊ‪.‬‬

‫ﺜﺎﻝﺜﺎ ‪ :‬ﺍﻹﻋﻼﻥ ﻓﻲ ﺍﻝﺴﻴﻨﻤﺎ‪:‬‬

‫ﻻ ﺘﺨﺘﻠﻑ ﺍﻝﺴﻴﻨﻤﺎ ﻜﺜﻴﺭﺍ ﻋﻥ ﺍﻝﺘﻠﻔﺯﻴﻭﻥ‪ ،‬ﻭﺃﻥ ﻜﺎﻨﺕ ﺃﻗﺩﻡ ﻤﻨﻪ ﻤﻥ ﺤﻴـﺙ‬
‫ﺍﻝﻨﺸﺄﺓ‪ ،‬ﻓﺎﻝﻭﺴﻴﻠﺘﺎﻥ ﺘﺸﺘﺭﻜﺎﻥ ﻓﻲ ﺍﻝﺼﻭﺭﺓ ﻭﺍﻝﺼﻭﺕ ﻭﺍﻻﻝﻭﺍﻥ ﻭﺍﻝﺤﺭﻜﺔ‪ ،‬ﺇﻻ ﺃﻥ‬
‫ﺸﺎﺸﺔ ﺍﻝﺴﻴﻨﻤﺎ ﺃﻜﺒﺭ ﺒﻜﺜﻴﺭ‪.‬‬
‫ﻭﺘﻨﻘﺴﻡ ﺍﻹﻋﻼﻨﺎﺕ ﻓﻲ ﺍﻝﺴﻴﻨﻤﺎ ﺇﻝﻰ ﻋﺩﺓ ﺃﻨﻭﺍﻉ‪ ،‬ﻤﻨﻬﺎ ﺍﻝﻔـﻴﻠﻡ ﺍﻝﺼـﺎﻤﺕ‪،‬‬
‫ﻭﺍﻝﻔﻴﻠﻡ ﺍﻝﺜﺎﺒﺕ ﺍﻝﻨﺎﻁﻕ‪ ،‬ﻭﺍﻝﻔﻴﻠﻡ ﺍﻝﻤﺘﺤﺭﻙ ﺍﻝﺼﺎﻤﺕ‪ ،‬ﻭﺍﻝﻔﻴﻠﻡ ﺍﻝﻤﺘﺤـﺭﻙ ﺍﻝﻨـﺎﻁﻕ‪،‬‬
‫ﺍﻝﺫﻱ ﻴﻀﻡ ﻜل ﻤﻥ‪ :‬ﺍﻝﻔﻴﻠﻡ ﺍﻝﺘﺴﺠﻴﻠﻲ ﺃﻭ ﺍﻝﻭﺜﺎﺌﻘﻲ‪ ،‬ﺍﻝﺫﻱ ﻴﺘﺎﺒﻊ ﻤﺭﺍﺤـل ﺃﻨﺘـﺎﺝ‬
‫ﺍﻝﺴﻠﻌﺔ ﺃﻭ ﺍﻝﺨﺩﻤﺔ‪ ،‬ﻭﺘﺠﻬﻴﺯﻫﺎ ﻭﺘﺼﻨﻴﻌﻬﺎ ﻭﺘﻭﺯﻴﻌﻬﺎ ﻭﺍﺴﺘﻌﻤﺎﻝﻬﺎ‪ ،‬ﻭﺍﻝﻔﻴﻠﻡ ﺍﻝﺭﻭﺍﺌﻲ‬
‫ﺍﻝﺫﻱ ﻴﺸﺘﺭﻙ ﻓﻲ ﺘﻘﺩﻴﻤﻪ ﻤﺤﻤﻭﻋﺔ ﻤﻥ ﺍﻝﻤﻤﺜﻠﻴﻥ ﻤﻥ ﺨﻼل ﺴﻴﻨﺎﺭﻴﻭ ﺇﻋﻼﻨﻲ ﻴﻌﺩ‬
‫ﺒﺎﻝﺨﺼﻭﺹ ﺤﻭل ﺍﻝﺴﻠﻌﺔ ﺃﻭ ﺍﻝﺨﺩﻤﺔ ﺍﻝﻤﻌﻠﻥ ﻋﻨﻬﺎ‪ ،‬ﻭﻓﻴﻠﻡ ﺍﻝﺼـﻭﺭ ﺍﻝﻤﺘﺤﺭﻜـﺔ‬
‫"ﺍﻝﻜﺎﺭﺘﻭﻥ" ﺍﻝﺫﻱ ﻴﺴﺘﺨﺩﻡ ﺍﻝﺭﺴﻭﻡ ﻝﻠﺘﻌﺒﻴﺭ ﻋﻥ ﻤﺸﻬﺩ ﺇﻋﻼﻨﻲ ﺤـﻭل ﺴـﻠﻌﺔ ﺃﻭ‬
‫ﺨﺩﻤﺔ ﻤﻌﻴﻨﺔ‪.‬‬
‫ﻭﻝﻘﺩ ﺘﻌﺎﺭﻑ ﺍﻝﻤﻬﺘﻤﻭﻥ ﺒﺈﻋﻼﻨﺎﺕ ﺍﻝﺴﻴﻨﻤﺎ ﺇﻝﻰ ﺘﻘﺴﻴﻡ ﺩﻭﺭﺍﻝﻌـﺭﺽ ﺇﻝـﻰ‬
‫ﺨﻤﺱ ﺩﺭﺠﺎﺕ ﻫﻲ‪ :‬ﺍﻝﻤﻤﺘﺎﺯﺓ‪ ،‬ﻭﺍﻷﻭﻝﻰ‪ ،‬ﻭﺍﻝﺜﺎﻨﻴﺔ‪ ،‬ﻭﺍﻝﺜﺎﻝﺜﺔ‪ ،‬ﻭﺍﻝﺭﺍﺒﻌـﺔ‪ ،‬ﻭﺫﻝـﻙ‬
‫ﺤﺴﺏ ﻤﺴﺘﻭﺍﻫﺎ ﺍﻝﺫﻱ ﻴﺩﺨل ﻓﻲ ﺘﻘﺩﻴﺭﻩ ﻤﻭﻗﻊ ﺍﻝـﺩﺍﺭ‪ ،‬ﻭﺍﺴـﺘﻌﺩﺍﺩﺍﺘﻬﺎ‪ ،‬ﻭﻨـﻭﻉ‬
‫ﺠﻤﻬﻭﺭﻫﺎ‪ ،‬ﻭﻤﺴﺘﻭﻯ ﺍﻷﻓﻼﻡ ﺍﻝﺘﻲ ﺘﻌﺭﺽ ﻓﻴﻬﺎ)‪.(٣٧‬‬
‫ﻤﺯﺍﻴﺎ ﺍﻝﺴﻴﻨﻤﺎ ﻜﻭﺴﻴﻠﺔ ﺇﻋﻼﻨﻴﺔ‪:‬‬
‫ﻴﻤﻜﻥ ﺘﺤﺩﻴﺩ ﺃﻫﻡ ﻤﺎ ﺘﺘﻴﺤﻪ ﺍﻝﺴﻴﻨﻤﺎ ﻜﻭﺴﻴﻠﺔ ﺇﻋﻼ ﻨﻴﺔ ﻓﻲ ﺍﻝﻨﻘﺎﻁ ﺍﻷﺘﻴﺔ‪:‬‬
‫‪Copyright © 2017.‬‬
‫‪copyright law.‬‬

‫‪-٢٥٢-‬‬

‫‪EBSCO Publishing : eBook Arabic Collection Trial - printed on 4/4/2020 5:48 PM via MINISTÈRE DE L''EDUCATION‬‬
‫‪NATIONALE, DE LA FORMATION PROFESSIONNELLE‬‬
‫; ‪AN: 1945112‬‬ ‫;‪.‬‬
‫‪Account: ns063387‬‬
‫‪. All rights reserved. May not be reproduced in any form without permission from the publisher, except fair uses permitted under U.S. or applicable‬‬

‫‪ ١‬ـ ﺃﻥ ﺍﻝﻤﺸﺎﻫﺩ ﻫﻭ ﺍﻝﺫﻱ ﺍﺨﺘﺎﺭ ﺒﻨﻔﺴﻪ ﺍﻝﺤﻀﻭﺭ ﺇﻝـﻰ ﺩﺍﺭ ﺍﻝﻌـﺭﺽ‪،‬‬

‫ﻭﺒﺎﻝﺘﺎﻝﻲ ﻓﺈﻨﻪ ﻏﺎﻝﺒﹰﺎ ﻤﺎ ﻴﻜﻭﻥ ﺼﺎﻓﻲ ﺍﻝﺫﻫﻥ‪ ،‬ﺠﺎﻫﺯ ﻝﻤﺸﺎﻫﺩﺓ ﻤﺎ ﺴﻴﻌﺭﺽ ﻋﻠـﻰ‬
‫ﺍﻝﺸﺎﺸﺔ ﻭﺍﻝﺘﻔﺎﻋل ﻤﻌﻪ‪ ،‬ﺃﻱ ﺃﻨﻪ ﻓﻲ ﺤﺎﻝﺔ ﻨﻔﺴﻴﺔ ﺠﺎﻫﺯﺓ ﻝﺘﻘﺒل ﺍﻹﻋﻼﻥ ﻭﺍﺴﺘﻴﻌﺎﺒﻪ‪.‬‬
‫‪ ٢‬ـ ﺍﻝﺸﺎﺸﺔ ﺍﻝﻜﺒﻴﺭﺓ ﻭﺍﻝﺤﺭﻜﺔ ﻭﺍﻻﻝﻭﺍﻥ ﻭﺘﻔﺎﺼﻴل ﺍﻝﺼﻭﺭﺓ ﺍﻝﺘﻲ ﺘﺘﻴﺤﻬﺎ‬
‫ﺍﻝﺴﻴﻨﻤﺎ ﻜﻠﻬﺎ ﻋﻭﺍﻤل ﺘﺴﻬﻡ ﻓﻲ ﺍﻅﻬﺎﺭ ﺍﻝﺴﻠﻌﺔ ﺃﻭ ﺍﻝﺨﺩﻤﺔ ﻓﻲ ﻭﻀﻌﻬﺎ ﺍﻝﻁﺒﻴﻌﻲ‪.‬‬
‫‪ ٣‬ـ ﺘﺘﻴﺢ ﺍﻝﺴﻨﻤﺎ ﻝﻠﻤﻌﻠﻨﻴﻥ ﺍﺨﺘﺒﺎﺭ ﻭﺘﺠﺭﺒﺔ ﺇﻋﻼﻨﺎﺘﻬﻡ ﻗﺒل ﻨﺸﺭﻫﺎ ﻋﻠـﻰ‬
‫ﻨﻁﺎﻕ ﻭﺍﺴﻊ‪ ،‬ﻭﺫﻝﻙ ﻝﻘﻴﺎﺱ ﺭﺩﻭﺩ ﺍﻻﻓﻌﺎل ﺤﻭﻝﻬﺎ ﻤﻥ ﺠﺎﻨﺏ ﺍﻝﻤﺸﺎﻫﺩﻴﻥ‪.‬‬

‫ﻋﻴﻭﺏ ﺍﻝﺴﻴﻨﻤﺎ ﻜﻭﺴﻴﻠﺔ ﺇﻋﻼﻨﻴﺔ‪:‬‬

‫ﻴﻤﻜﻥ ﺤﺼﺭ ﻋﻴﻭﺏ ﺍﻝﺴﻴﻨﻤﺎ ﻜﻭﺴﻴﻠﺔ ﺇﻋﻼﻨﻴﺔ ﻓﻲ ﺜـﻼﺙ ﻨﻘـﺎﻁ‪ ،‬ﻭﺫﻝـﻙ‬
‫ﻜﺎﻝﺘﺎﻝﻲ‪:‬‬
‫‪ ١‬ـ ﺘﺭﺍﺠﻊ ﻋﺩﺩ ﺭﻭﺍﺩ ﺩﻭﺭ ﺍﻝﻌﺭﺽ ﺍﻝﺴﻴﻨﻤﺎﺌﻲ ﺒﻌﺩ ﺍﻻﻨﺘﺸـﺎﺭ ﺍﻝﻜﺒﻴـﺭ‬
‫ﻝﻠﻘﻨﻭﺍﺕ ﺍﻝﻔﻀﺎﺌﻴﺔ‪ ،‬ﻭﺍﻝﺘﻲ ﺘﺨﺼﺹ ﻜﺜﻴﺭ ﻤﻨﻬﺎ ﻓﻲ ﺒﺙ ﺍﻻﻓﻼﻡ ﺍﻝﺭﻭﺍﺌﻴﺔ‪ ،‬ﻭﺒﺎﻝﺘﺎﻝﻲ‬
‫ﻓﻘﺩ ﺼﺎﺭ ﺒﺈﻤﻜﺎﻥ ﺍﻝﻤﺸﺎﻫﺩ ﻤﺘﺎﺒﻌﺔ ﺍﻻﻓﻼﻡ ﺩﻭﻥ ﺍﻥ ﻴﻀﻁﺭ ﻝﻠﺨﺭﻭﺝ ﻤﻥ ﺒﻴﺘـﻪ‪،‬‬
‫ﻭﺍﻝﺫﻫﺎﺏ ﺇﻝﻰ ﺩﺍﺭ ﺍﻝﻌﺭﺽ‪.‬‬
‫‪ ٢‬ـ ﺘﻌﺭﺽ ﺍﻹﻋﻼﻨﺎﺕ ﻓﻲ ﺍﻝﺴﻴﻨﻤﺎ ﻋﺎﺩﺓ ﻗﺒل ﺒﺩﺀ ﺍﻝﻌﺭﺽ ﺍﻝﺴـﻴﻨﻤﺎﺌﻲ‪،‬‬
‫ﺃﻭ ﺃﺜﻨﺎﺀ ﺍﻻﺴﺘﺭﺍﺤﺔ‪ ،‬ﺃﻭ ﺒﻌﺩ ﻨﻬﺎﻴﺔ ﺍﻝﻌﺭﺽ‪ ،‬ﻤﻤﺎ ﻴﻌﻨﻲ ﻋـﺩﻡ ﺘﺭﻜﻴـﺯ ﺒﻌـﺽ‬
‫ﺍﻝﻤﺸﺎﻫﺩﻴﻥ ﻋﻤﺎ ﻴﻌﺭﺽ ﻋﻠﻰ ﺍﻝﺸﺎﺸﺔ‪ ،‬ﺒل ﺃﻥ ﺒﻌﻀﻬﻡ ﻴﻜﻭﻥ ﻗﺩ ﻏﺎﺩﺭ ﺍﻝﻘﺎﻋﺔ‪.‬‬
‫‪ ٣‬ـ ﻨﻅﺭﹰﺍ ﻝﺘﻭﻗﻴﺕ ﻋﺭﺽ ﺍﻹﻋﻼﻥ ﺍﻝﺴﻴﻨﻤﺎﺌﻲ ﺍﻝﺫﻱ ﺴﺒﻘﺕ ﺍﻻﺸﺎﺭﺓ ﺇﻝﻴﻪ‬
‫ﻓﺈﻨﻪ ﺨﻼل ﻫﺫﺍ ﺍﻝﺘﻭﻗﻴﺕ ﻏﺎﻝﺒﹰﺎ ﻤﺎ ﺘﻜﻭﻥ ﺼﺎﻝﺔ ﺍﻝﻌﺭﺽ ﻤﻀﺄﺓ ﺒﺩﺭﺠﺔ ﻤﺎ‪ ،‬ﻤﻤـﺎ‬
‫ﻴﻌﻨﻲ ﻋﺩﻡ ﺘﺭﻜﻴﺯ ﺃﻨﺘﺒﺎﻩ ﺍﻝﻤﺸﺎﻫﺩﻴﻥ ﻋﻠﻰ ﺸﺎﺸﺔ ﺍﻝﻌﺭﺽ‪.‬‬
‫‪Copyright © 2017.‬‬
‫‪copyright law.‬‬

‫‪-٢٥٣-‬‬

‫‪EBSCO Publishing : eBook Arabic Collection Trial - printed on 4/4/2020 5:48 PM via MINISTÈRE DE L''EDUCATION‬‬
‫‪NATIONALE, DE LA FORMATION PROFESSIONNELLE‬‬
‫; ‪AN: 1945112‬‬ ‫;‪.‬‬
‫‪Account: ns063387‬‬
. All rights reserved. May not be reproduced in any form without permission from the publisher, except fair uses permitted under U.S. or applicable
Copyright © 2017.
copyright law.

-٢٥٤-

EBSCO Publishing : eBook Arabic Collection Trial - printed on 4/4/2020 5:48 PM via MINISTÈRE DE L''EDUCATION
NATIONALE, DE LA FORMATION PROFESSIONNELLE
AN: 1945112 ; .;
Account: ns063387
‫‪. All rights reserved. May not be reproduced in any form without permission from the publisher, except fair uses permitted under U.S. or applicable‬‬

‫ﺇﻋﻼﻨﺎﺕ ﺍﻝﻁﺭﻕ ﻭﻭﺴﺎﺌل ﺍﻝﻨﻘل‬

‫ﺃﻭﻻ‪ :‬ﺇﻋﻼﻨﺎﺕ ﺍﻝﻁﺭﻕ‪:‬‬

‫ﻭﻫﻲ ﺘﻠﻙ ﺍﻝﻨﻭﻋﻴﺔ ﻤﻥ ﺍﻹﻋﻼﻨﺎﺕ ﺍﻝﺘﻲ ﺘﻨﺸﺭ ﻋـﺎﺩﺓ ﺒﻤﺤـﺎﺫﺍﺓ ﺍﻝﻁـﺭﻕ‬
‫ﺍﻝﺭﺌﻴﺴﻴﺔ‪ ،‬ﺃﻭ ﺍﻝﻔﺭﻋﻴﺔ‪ ،‬ﺃﻭ ﺍﻝﺴﺭﻴﻌﺔ‪ ،‬ﻭﻴﻬﺩﻑ ﺍﻝﻤﻌﻠﻥ ﻤﻥ ﻭﺭﺍﺀ ﺫﻝﻙ ﺇﻝـﻰ ﻝﻔـﺕ‬
‫ﺍﻨﺘﺒﺎﻩ ﺴﺎﺌﻘﻲ ﺍﻝﻤﺭﻜﺒﺎﺕ ﻭﺍﻝﻤﺎﺭﺓ ﻹﻋﻼﻨﺎﺘﻪ‪ ،‬ﻭﺘﺘﺼﻑ ﻫﺫﻩ ﺍﻹﻋﻼﻨﺎﺕ ـ ﻋﺎﺩﺓ ـ‬
‫ﺒﺎﻝﻌﻤﻭﻤﻴﺔ‪ ،‬ﻓﻬﻲ ﻻ ﺘﺘﻌﻠﻕ ﻓﻲ ﺍﻝﻐﺎﻝﺏ ﺒﺠﻤﻬﻭﺭ ﻤﺤﺩﺩ‪ ،‬ﻭﻻ ﺘﺘﻭﺠﻪ ﺇﻝﻰ ﺸـﺭﻴﺤﺔ‬
‫ﻤﻌﻴﻨﺔ‪ ،‬ﻭﺒﺎﻝﺘﺎﻝﻲ ﻓﻬﻲ ﺘﻌﺭﺽ ﺴﻠﻊ ﻭﺨﺩﻤﺎﺕ ﻝﻠﺠﻤﻴﻊ‪.‬‬
‫ﻭﻋﻠﻰ ﺫﻝﻙ ﻓﺈﻥ ﺇﻋﻼﻨﺎﺕ ﺍﻝﻁﺭﻕ ﺘﺴﺘﻬﺩﻑ ﺍﻝﺠﻤﻬـﻭﺭ ﺍﻝﻌـﺎﻡ‪ ،‬ﺤﻴـﺙ ﻻ‬
‫ﻴﺴﺘﻁﻴﻊ ﺍﻝﻤﻌﻠﻥ ﺍﻝﺘﺤﻜﻡ ﻓﻲ ﺨﺼﺎﺌﺹ ﺍﻝﺠﻤﻬﻭﺭ ﺍﻝﺫﻱ ﻴﺘﻭﺠﻪ ﺇﻝﻴﻪ ﺒﺭﺴﺎﻝﺘﻪ‪ ،‬ﻭﻤﻥ‬
‫ﺜﻤﺔ ﻓﺈﻥ ﺍﺴﺘﺨﺩﺍﻡ ﺇﻋﻼﻨﺎﺕ ﺍﻝﻁﺭﻕ ﻴﻔﻀل ﻓﻲ ﺤﺎﻝﺘﻴﻥ ﻫﻤﺎ)‪:(٣٨‬‬
‫ﺍ ـ ﺍﻝﺴﻠﻊ ﻭﺍﻝﺨﺩﻤﺎﺕ ﺫﺍﺕ ﺍﻻﺴﺘﺨﺩﺍﻡ ﺍﻝﻌﺎﻡ ﺍﻝﺘﻲ ﺘﺸـﺘﺭﻴﻬﺎ ﻭﺘﺴـﺘﺨﺩﻤﻬﺎ‬
‫ﻤﺨﺘﻠﻑ ﻓﺌﺎﺕ ﺍﻝﻤﺠﺘﻤﻊ‪.‬‬
‫‪ ٢‬ـ ﻋﻨﺩﻤﺎ ﻴﻬﺩﻑ ﺍﻝﻤﻌﻠﻥ ﺇﻝﻰ ﺒﻨﺎﺀ ﺼﻭﺭﺓ ﻁﻴﺒﺔ ﻓﻲ ﺃﺫﻫﺎﻥ ﺍﻝﻨﺎﺱ ﻋـﻥ‬
‫ﺍﻝﺸﺭﻜﺔ‪ ،‬ﻭﻓﻲ ﻫﺫﻩ ﺍﻝﺤﺎﻝﺔ ﻴﻜﻭﻥ ﺍﻹﻋﻼﻥ ﻤﻜﻭﻥ ﻤﻥ ﻋﺩﺩ ﻗﻠﻴل ﻤﻥ ﺍﻝﻜﻠﻤﺎﺕ ﻤﺜل‪:‬‬
‫"ﺭﻤﺯ ﺍﻝﺜﻘﺔ" ـ "ﻋﻨﻭﺍﻥ ﺍﻝﺩﻗﺔ"‪.‬‬
‫ﻭﻗﺩ ﺯﺍﺩ ﺍﻨﺘﺸﺎﺭ ﺇﻋﻼﻨﺎﺕ ﺍﻝﻁﺭﻕ ﻓﻲ ﺍﻝﺴﻨﻭﺍﺕ ﺍﻷﺨﻴﺭﺓ ﺒﺸﻜل ﻭﺍﻀـﺢ‪،‬‬
‫ﻭﺍﺯﺩﺍﺩ ﺍﻝﺘﻔﻨﻥ ﻓﻲ ﺍﺴﺘﺨﺩﺍﻤﻬﺎ‪ ،‬ﻤﻥ ﺨﻼل ﺍﻝﺼﻭﺭ ﻭﺍﻻﻝﻭﺍﻥ ﻭﺍﻝﺨﻁﻭﻁ ﺍﻝﻤﺨﺘﻠﻔﺔ‪،‬‬
‫ﻭﺍﻝﻌﺒﺎﺭﺍﺕ ﺍﻝﻤﺜﻴﺭﺓ‪ ،‬ﻭﺼﺎﺭﺕ ﺒﺎﻝﺘﺎﻝﻲ ﺘﺤﺘل ﻤﻜﺎﻨﺔ ﻫﺎﻤﺔ ﻝﺩﻯ ﻜل ﻤﻥ ﻭﻜـﺎﻻﺕ‬
‫ﺍﻹﻋﻼﻥ ﻭﺍﻝﻤﻌﻠﻨﻴﻥ ﻋﻠﻰ ﺤﺩ ﺴﻭﺍﺀ‪.‬‬
‫‪Copyright © 2017.‬‬
‫‪copyright law.‬‬

‫‪-٢٥٥-‬‬

‫‪EBSCO Publishing : eBook Arabic Collection Trial - printed on 4/4/2020 5:48 PM via MINISTÈRE DE L''EDUCATION‬‬
‫‪NATIONALE, DE LA FORMATION PROFESSIONNELLE‬‬
‫; ‪AN: 1945112‬‬ ‫;‪.‬‬
‫‪Account: ns063387‬‬
‫‪. All rights reserved. May not be reproduced in any form without permission from the publisher, except fair uses permitted under U.S. or applicable‬‬

‫ﻭﻗﺩ ﺍﺴﺘﺨﺩﻤﺕ ﺇﻋﻼﻨﺎﺕ ﺍﻝﻁﺭﻕ ﻤﻨﺫ ﺯﻤﻥ ﻁﻭﻴل‪ ،‬ﺤﻴﺙ ﺒﺩﺃ ﻅﻬﻭﺭﻫﺎ ﻋﻠﻰ‬
‫ﺸﻜل ﻻﻓﺘﺎﺕ ﺘﻭﻀﻊ ﻋﻠﻰ ﻤﺩﺍﺨل ﺍﻝﻤﺘﺎﺠﺭ‪ ،‬ﺜﻡ ﺍﺘﺴﻊ ﻨﻁﺎﻕ ﺍﺴﺘﺨﺩﺍﻤﻬﺎ ﺘﺩﺭﻴﺠﻴﺎﹰ‪،‬‬
‫ﻓﺼﺎﺭﺕ ﺘﻌﺭﺽ ﻓﻲ ﺍﻝﺸﻭﺍﺭﻉ‪ ،‬ﺜﻡ ﻓﻲ ﺃﻤﺎﻜﻥ ﻤﺘﻔﺭﻗﺔ ﻤﻥ ﺍﻝﻤﺩﻴﻨﺔ‪ ..‬ﻭﻗﺩ ﺯﺍﺩﺕ‬
‫ﺃﻫﻤﻴﺔ ﻫﺫﻩ ﺍﻝﻭﺴﻴﻠﺔ ﺤﺎﻝﻴﹰﺎ ﻤﻊ ﺍﺯﺩﻴﺎﺩ ﺘﻨﻘﻼﺕ ﺍﻷﻓﺭﺍﺩ ﻤﻥ ﻤﻜﺎﻥ ﺇﻝﻰ ﺃﺨﺭ)‪.(٣٩‬‬
‫ﻭﺒﺎﻝﺘﺎﻝﻲ ﻴﻤﻜﻥ ﺍﻝﻘﻭل ﺃﻥ ﺍﻝﺘﻁﻭﺭﺍﺕ ﺍﻝﺘﻲ ﺸﻬﺩﺘﻬﺎ ﻭﺴـﺎﺌل ﺍﻝﻤﻭﺍﺼـﻼﺕ‬
‫ﻭﺍﻝﻨﻘل ﻭﺍﻝﻤﺘﻤﺜﻠﺔ ﻓﻲ ﺍﺯﺩﻴﺎﺩ ﻋـﺩﺩ ﺍﻝﺤـﺎﻓﻼﺕ‪ ،‬ﻭﺴـﻴﺎﺭﺍﺕ ﺍﻻﺠـﺭﺓ ﻭﺍﻝﻨﻘـل‪،‬‬
‫ﻭﺍﻝﻘﻁﺎﺭﺍﺕ‪ ،‬ﻭﺍﻨﺘﺸﺎﺭ ﺍﻝﻁﺭﻕ ﺍﻝﺴﺭﻴﻌﺔ ﻭﺍﻝﺯﺭﺍﻋﻴﺔ ﺫﺍﺕ ﺍﻝﻤﺴﺎﻓﺎﺕ ﺍﻝﻁﻭﻴﻠﺔ‪ ،‬ﻭﻤﺎ‬
‫ﺘﺒﻊ ﺫﻝﻙ ﻤﻥ ﺯﻴﺎﺩﺓ ﺤﺭﻜﺔ ﺍﻝﺘﻨﻘل ﺒﻴﻥ ﺍﻝﻤﺴﺎﻓﺭﻴﻥ ﻋﻠﻰ ﺍﻝﻁﺭﻕ ﺍﻝﺒﺭﻴﺔ ﻗﺩ ﺴـﺎﻫﻡ‬
‫ﺇﻝﻰ ﺤﺩ ﻜﺒﻴﺭ ﻓﻲ ﺯﻴﺎﺩﺓ ﺃﻫﻤﻴﺔ ﻫﺫﺍ ﺍﻝﻨﻭﻉ ﻤﻥ ﺍﻹﻋﻼﻨﺎﺕ ﻭﺒﺎﻝﺘﺎﻝﻲ ﺍﻨﺘﺸﺎﺭﻩ ﻋﻠـﻰ‬
‫ﻨﻁﺎﻕ ﻭﺍﺴﻊ‪.‬‬
‫ﻭﺘﺘﻭﻗﻑ ﻓﺎﻋﻠﻴﺔ ﺇﻋﻼﻨﺎﺕ ﺍﻝﻁﺭﻕ ﻋﻠﻰ ﺍﻷﺘﻲ‪:‬‬
‫ﺃ ـ ﺍﻝﻤﻭﻗﻊ‪:‬‬
‫ﺃﻱ ﻤﻭﻗﻊ ﻨﺸﺭ ﺍﻹﻋﻼﻥ ﻭﻋﻼﻗﺘﻪ ﺒﺤﺭﻜﺔ ﺍﻝﻤﺭﻭﺭ‪ ،‬ﻓﻜﻠﻤﺎ ﺘﻡ ﺍﺨﺘﻴﺎﺭ ﻤﻜﺎﻥ‬
‫ﻤﻨﺎﺴﺏ ﻤﻥ ﺤﻴﺙ ﺤﺠﻡ ﺍﻝﻤﺎﺭﺓ‪ ،‬ﻭﺘﺩﻓﻕ ﺤﺭﻜﺔ ﺍﻝﺴﻴﺭ‪ ،‬ﻜﻠﻤﺎ ﺴـﺎﻋﺩ ﺫﻝـﻙ ﻓـﻲ‬
‫ﻭﺼﻭل ﺍﻹﻋﻼﻥ ﺇﻝﻰ ﺃﻜﺒﺭ ﻋﺩﺩ ﻤﻤﻜﻥ ﻤﻥ ﺍﻷﺸﺨﺎﺹ‪ ،‬ﻭﺒﺎﻝﺘﺎﻝﻲ ﻓﺈﻥ ﺍﻷﻤـﺎﻜﻥ‬
‫ﺍﻝﻤﺯﺩﺤﻤﺔ ﻓﻲ ﺍﻝﺸﻭﺍﺭﻉ ﺍﻝﺭﺌﻴﺴﻴﺔ ﺍﻝﺘﻲ ﺘﺸﻬﺩ ﺤﺭﻜﺔ ﻤﺭﻭﺭ ﻤﺴﺘﻤﺭﺓ ﺘﻤﺜل ﺍﻝﻤﻜﺎﻥ‬
‫ﺍﻷﻓﻀل ﻝﻬﺫﻩ ﺍﻹﻋﻼﻨﺎﺕ‪ ،‬ﺍﺫ ﻤﻥ ﺍﻝﻤﻬﻡ ﺍﻥ ﻴﻜﻭﻥ ﺍﻹﻋﻼﻥ ﻗﺭﻴﺒﹰﺎ ﻤـﻥ ﺍﻷﻤـﺎﻜﻥ‬
‫ﺍﻝﻤﻜﺘﻀﺔ ﺒﺎﻝﻨﺎﺱ‪ ،‬ﻜﺎﻝﻤﺭﺍﻜﺯ ﺍﻝﺘﺠﺎﺭﻴﺔ‪ ،‬ﺃﻭ ﺍﻝﺴﻜﻨﻴﺔ‪.‬‬
‫ﺏ ـ ﺍﻝﻤﺴﺎﻓﺔ‪:‬‬
‫ﺃﻱ ﺍﻝﻤﺴﺎﻓﺔ ﺒﻴﻥ ﻤﻭﻗﻊ ﺍﻹﻋﻼﻥ ﻭﺃﺒﻌﺩ ﻨﻘﻁـﺔ ﻴﻤﻜـﻥ ﻤﻨﻬـﺎ ﻤﺸـﺎﻫﺩﺘﻪ‬
‫ﺒﻭﻀﻭﺡ‪ ..‬ﻓﻤﺸﺎﻫﺩﺓ ﺍﻹﻋﻼﻥ ﻭﺍﻝﺘﻌﺭﻑ ﻋﻠﻴﻪ ﺒﺴﻬﻭﻝﺔ ﻤﻥ ﻨﻘﻁﺔ ﺒﻌﻴﺩﺓ ﻴﺭﻓﻊ ﻤﻥ‬
‫‪Copyright © 2017.‬‬
‫‪copyright law.‬‬

‫‪-٢٥٦-‬‬

‫‪EBSCO Publishing : eBook Arabic Collection Trial - printed on 4/4/2020 5:48 PM via MINISTÈRE DE L''EDUCATION‬‬
‫‪NATIONALE, DE LA FORMATION PROFESSIONNELLE‬‬
‫; ‪AN: 1945112‬‬ ‫;‪.‬‬
‫‪Account: ns063387‬‬
‫‪. All rights reserved. May not be reproduced in any form without permission from the publisher, except fair uses permitted under U.S. or applicable‬‬

‫ﻋﺩﺩ ﺍﻝﺫﻴﻥ ﻴﺘﻌﺭﻀﻭﻥ ﻝﻪ‪ ،‬ﻭﻴﺠﻌل ﻤﻨﻪ ﺇﻋﻼﻨﹰﺎ ﻤﺘﻤﻴﺯﺍﹰ‪ ،‬ﺨﺎﺼﺔ ﻓﻲ ﺍﻷﻤﺎﻜﻥ ﺍﻝﺘﻲ‬
‫ﺘﺸﻬﺩ ﺍﺯﺩﺤﺎﻤﹰﺎ ﺇﻋﻼﻨﻴﹰﺎ‪.‬‬
‫ﺝ ـ ﺍﻝﺠﻭﺩﺓ‪:‬‬
‫ﻭﺘﺸﻤل ﺠﻭﺩﺓ ﺍﻹﻋﻼﻥ ﺍﻻﻝﻭﺍﻥ ﺍﻝﻤﺴﺘﺨﺩﻤﺔ ﻓﻴﻪ ﻭﻨﻭﻋﻴﺔ ﺍﻝﺩﻫﺎﻨﺎﺕ ﻭﺍﻝﻭﺭﻕ‬
‫ﻭﺍﻝﻁﺒﺎﻋﺔ ﻭﺍﻻﻀﺎﺀﺓ‪ ،‬ﺤﻴﺙ ﻴﻌﻜﺱ ﺍﻻﺴﺘﺨﺩﺍﻡ ﺍﻝﻤﺤﺴﻭﺏ ﻝﻜل ﻫـﺫﻩ ﺍﻝﻌﻨﺎﺼـﺭ‬
‫ﻤﺠﺘﻤﻌﺔ ﺩﺭﺠﺔ ﺍﻝﺠﻭﺩﺓ ﺍﻝﻤﺘﻭﻓﺭﺓ ﻓﻲ ﺍﻹﻋﻼﻥ‪ ،‬ﻭﺫﻝﻙ ﺒﻤﺎ ﻴﻀﻤﻥ ﻋـﺩﻡ ﺘـﺄﺜﺭﻩ‬
‫ﺒﺎﻝﻌﻭﺍﻤل ﺍﻝﺠﻭﻴﺔ‪ ،‬ﻜﺎﻻﻤﻁﺎﺭ ﻭﺍﻝﺭﻁﻭﺒﺔ ﻭﺤﺭﺍﺭﺓ ﺍﻝﺸﻤﺱ ﻭﺍﻝﺘﻠﻭﺙ‪.‬‬
‫ﺩ ـ ﺍﻻﺯﺩﺤﺎﻡ‪:‬‬
‫ﻭﻴﻘﺼﺩ ﺒﻪ ﻜﻡ ﺍﻹﻋﻼﻨﺎﺕ ﺍﻝﻤﻌﻠﻘﺔ ﺃﻭ ﺍﻝﻤﻨﺼﻭﺒﺔ ﻝﻠﻤﺅﺴﺴﺎﺕ ﻭﺍﻝﺸـﺭﻜﺎﺕ‬
‫ﻭﺍﻝﺠﻬﺎﺕ ﺍﻝﻤﺨﺘﻠﻔﺔ ﻓﻲ ﻨﻔﺱ ﺍﻝﻤﻜﺎﻥ‪ ،‬ﻓﺎﻝﻌﺩﺩ ﺍﻝﻬﺎﺌل ﻤﻥ ﺍﻹﻋﻼﻨﺎﺕ ﺍﻝﻤﻨﺼﻭﺒﺔ ﻓﻲ‬
‫ﻤﻜﺎﻥ ﻭﺍﺤﺩ ﻤﻥ ﺸﺄﻨﻪ ﺃﻥ ﻴﺸﺘﺕ ﺍﻻﻨﺘﺒﺎﻩ‪ ،‬ﻓﻲ ﺤﻴﻥ ﺍﻥ ﻭﺠﻭﺩ ﺍﻹﻋﻼﻥ ﺒﻤﻔﺭﺩﻩ‪ ،‬ﺃﻭ‬
‫ﻭﺴﻁ ﻋﺩﺩ ﻤﺤﺩﻭﺩ ﻤﻥ ﺍﻹﻋﻼﻨﺎﺕ ﻴﺴﺎﻋﺩ ﻋﻠﻰ ﻤﺸﺎﻫﺩﺘﻪ ﻭﺘﺫﻜﺭﻩ‪.‬‬
‫ﻩ ـ ﻋﺩﺩ ﺍﻝﻜﻠﻤﺎﺕ ﺍﻝﻤﺴﺘﺨﺩﻤﺔ‪:‬‬
‫ﺫﻝﻙ ﺍﻥ ﺍﺴﺘﺨﺩﺍﻡ ﻋﺩﺩ ﻜﺒﻴﺭ ﻤﻥ ﺍﻝﻜﻠﻤﺎﺕ ﻓﻲ ﺇﻋﻼﻨﺎﺕ ﺍﻝﻁﺭﻕ ﻤﻥ ﺸﺄﻨﻪ ﺍﻥ‬
‫ﻴﻌﻴﻕ ﻋﻤﻠﻴﺔ ﻗﺭﺍﺀﺘﻪ ﻭﻓﻬﻤﻪ‪ ،‬ﺤﻴﺙ ﻻ ﺇﻤﻜﺎﻨﻴﺔ ﻝﺘﻭﻗﻑ ﺍﻝﻤﺎﺭﺓ‪ ،‬ﻭﺍﻝﻤﺴﺎﻓﺭﻴﻥ ﻋﺒـﺭ‬
‫ﺍﻝﺴﻴﺎﺭﺍﺕ‪ ،‬ﺃﻭ ﺍﻝﻘﻁﺎﺭﺍﺕ‪ ،‬ﻝﻘﺭﺍﺀﺓ ﺘﻠﻙ ﺍﻹﻋﻼﻨﺎﺕ‪ ،‬ﻭﺒﺎﻝﺘﺎﻝﻲ ﻓﺈﻥ ﻋﻠﻰ ﺍﻝﻤﻌﻠﻨﻴﻥ ﺍﻥ‬
‫ﻴﻨﺘﺒﻬﻭﺍ ﺇﻝﻰ ﺃﻫﻤﻴﺔ ﺍﺨﺘﺼﺎﺭ ﺍﻓﻜﺎﺭﻫﻡ ﺍﻹﻋﻼﻨﻴﺔ ﺇﻝﻰ ﺃﻗﺼﻰ ﺩﺭﺠﺔ ﻤﻤﻜﻨـﺔ ﻓـﻲ‬
‫ﺇﻋﻼﻨﺎﺕ ﺍﻝﻁﺭﻕ‪ ،‬ﺒﺤﻴﺙ ﻴﺠﺏ ﺍﻻ ﻴﺯﻴﺩ ﻋﺩﺩ ﺍﻝﻜﻠﻤﺎﺕ ﻓﻲ ﺍﻹﻋﻼﻥ ﺍﻝﻭﺍﺤﺩ ﻋﻠـﻰ‬
‫ﺜﻼﺙ ﻜﻠﻤﺎﺕ ﺘﻜﺘﺏ ﺒﺨﻁ ﻜﺒﻴﺭ ﻭﻭﺍﻀﺢ‪ ،‬ﻭﺒﺎﻝﻭﺍﻥ ﻤﺘﻨﺎﻏﻤﺔ‪ ،‬ﻭﻴﻔﻀل ﺍﻥ ﺘﻜـﻭﻥ‬
‫ﺍﻝﻜﻠﻤﺎﺕ ﻤﺘﺒﺎﻋﺩﺓ ﻋﻥ ﺒﻌﻀﻬﺎ ﺒﻤﺎ ﻴﺘﻴﺢ ﻋﻤﻠﻴﺔ ﻗﺭﺍﺀﺘﻬﺎ ﺒﻴﺴﺭ ﻭﺴﻬﻭﻝﺔ‪.‬‬
‫ﻭﻗﺩ ﻻﺤﻅﺕ ﻓﻲ ﺃﺤﺩﻯ ﺍﻝﺩﻭل ﺍﻷﺠﻨﺒﻴﺔ ﺍﻝﺘﻲ ﺯﺭﺘﻬﺎ ﺃﻥ ﺒﻌـﺽ ﻤﻌﻠﻨـﻲ‬
‫ﺍﻝﻁﺭﻕ ﻴﺴﺘﺨﺩﻤﻭﻥ ﻝﻭﺤﺎﺕ ﻜﺒﻴﺭﺓ ﺘﺘﺭﺍﻭﺡ ﺍﻝﻤﺴﺎﻓﺔ ﺒﻴﻨﻬﺎ ﻤﻥ ﺨﻤﺴﻴﻥ ﺇﻝﻰ ﻤﺎﺌـﺔ‬
‫‪Copyright © 2017.‬‬
‫‪copyright law.‬‬

‫‪-٢٥٧-‬‬

‫‪EBSCO Publishing : eBook Arabic Collection Trial - printed on 4/4/2020 5:48 PM via MINISTÈRE DE L''EDUCATION‬‬
‫‪NATIONALE, DE LA FORMATION PROFESSIONNELLE‬‬
‫; ‪AN: 1945112‬‬ ‫;‪.‬‬
‫‪Account: ns063387‬‬
‫‪. All rights reserved. May not be reproduced in any form without permission from the publisher, except fair uses permitted under U.S. or applicable‬‬

‫ﻤﺘﺭ ﻋﻠﻰ ﻁﻭل ﺍﻝﻁﺭﻴﻕ ﺍﻝﺴﺭﻴﻊ‪ ،‬ﺘﻜﺘﺏ ﻋﻠﻰ ﻜل ﻝﻭﺤﺔ ﻤﻨﻬﺎ ﻜﻠﻤﺔ ﻭﺍﺤﺩﺓ ﻓﻘﻁ‪،‬‬
‫ﺒﺤﻴﺙ ﺘﺘﻭﺯﻉ ﻜﻠﻤﺎﺕ ﺍﻹﻋﻼﻥ ﺍﻝﻭﺍﺤﺩ ﻋﻠﻰ ﻋﺩﺩ ﻤﻥ ﺍﻝﻠﻭﺤﺎﺕ ﺍﻝﻤﺘﺘﺎﻝﻴﺔ‪ ،‬ﻭﺒـﺫﻝﻙ‬
‫ﺘﺴﻬل ﻗﺭﺍﺀﺘﻬﺎ‪ ،‬ﻭﺍﺴﺘﻴﻌﺎﺒﻬﺎ‪ ،‬ﻤﻬﻤﺎ ﻜﺎﻨﺕ ﺴﺭﻋﺔ ﻭﺴﻴﻠﺔ ﺍﻝﻨﻘل ﺍﻝﻤﺴﺘﺨﺩﻤﺔ‪.‬‬
‫ﻭﺘﻨﻘﺴﻡ ﺇﻋﻼﻨﺎﺕ ﺍﻝﻁﺭﻕ ﺇﻝﻰ ﺃﺭﺒﻌﺔ ﺃﻨﻭﺍﻉ ﺍﺴﺎﺴﻴﺔ‪ ،‬ﻭﺫﻝﻙ ﻜﺎﻝﺘﺎﻝﻲ‪:‬‬
‫‪ ١‬ـ ﺍﻝﻤﻠﺼﻘﺎﺕ‪.‬‬
‫‪ ٢‬ـ ﺍﻝﻼﻓﺘﺎﺕ ﺍﻝﻤﻀﺌﻴﺔ‪.‬‬
‫‪ ٣‬ـ ﺍﻝﻼﻓﺘﺎﺕ ﺍﻝﻤﻨﻘﻭﺸﺔ‪.‬‬
‫‪ ٤‬ـ ﺍﻹﻋﻼﻨﺎﺕ ﺍﻝﺤﺎﺌﻁﻴﺔ‪.‬‬
‫ﻭﻨﻔﺼل ﻫﻨﺎ ﻝﻜل ﻭﺍﺤﺩﺓ ﻤﻨﻬﺎ‪ ،‬ﻭﺫﻝﻙ ﻜﺎﻝﺘﺎﻝﻲ‪:‬‬

‫‪ ١‬ـ ﺍﻝﻤﻠﺼﻘﺎﺕ‪:‬‬
‫ﻭﻫﻲ ﺍﻹﻋﻼﻨﺎﺕ ﺍﻝﻤﻁﺒﻭﻋﺔ ﺃﻭ ﺍﻝﻤﺭﺴﻭﻤﺔ ﻋﻠﻰ ﺍﻝـﻭﺭﻕ‪ ،‬ﺃﻭ ﺍﻝﺨﺸـﺏ ﺃﻭ‬
‫ﺍﻝﺼﺎﺝ‪،‬ﻭﺘﻌﺩ ﻤﻥ ﺃﻗﺩﻡ ﺃﻨﻭﺍﻉ ﺇﻋﻼﻨﺎﺕ ﺍﻝﻁﺭﻕ‪ ،‬ﺤﻴﺙ ﻴﻁﺒﻊ ﻋﻠﻴﻬـﺎ ﺍﻹﻋـﻼﻥ‪،‬‬
‫ﻭﺘﻠﺼﻕ ﺒﺄﻤﺎﻜﻥ ﺍﻝﺘﺴﻭﻕ‪ ،‬ﺃﻭ ﻓﻲ ﺍﻝﺸﻭﺍﺭﻉ ﺍﻝﻬﺎﻤﺔ ﻋﻠﻰ ﺘﺭﻜﻴﺒـﺎﺕ ﺨﺸـﺒﻴﺔ‪ ،‬ﺃﻭ‬
‫ﻤﻌﺩﻨﻴﺔ‪ ،‬ﻭﻗﺩ ﺘﻀﺎﺀ ﺘﻠﻙ ﺍﻝﺘﺭﻜﻴﺒﺎﺕ‪ ،‬ﺃﻭ ﻻ ﺘﻀﺎﺀ‪ ،‬ﻭﺫﻝﻙ ﺤﺴﺏ ﺍﻤﻜﺎﻨﻴﺔ ﻭﺭﻏﺒـﺔ‬
‫)‪(٤٠‬‬
‫ﺍﻝﻤﻌﻠﻨﻴﻥ‪.‬‬
‫ﻭﻏﺎﻝﺒﹰﺎ ﻤﺎ ﻴﻜﻭﻥ ﺍﺴﺘﺨﺩﺍﻡ ﺍﻝﻤﻠﺼﻘﺎﺕ ﻝﻺﻋﻼﻥ ﻋﻥ ﺍﻷﻓﻼﻡ ﺍﻝﺴﻴﻨﻤﺎﺌﻴﺔ ﺍﻝﺘﻲ‬
‫ﺘﺘﻐﻴﺭ ﺍﺴﺒﻭﻋﻴﺎﹰ‪ ،‬ﺃﻭ ﻜل ﻋﺩﺓ ﺃﺴﺎﺒﻴﻊ‪ ،‬ﺒﻤﺎ ﻻﻴﺴﻤﺢ ﺒﺎﻋﺩﺍﺩ ﻻﻓﺘﺔ ﻤﻨﻘﻭﺸﺔ ﻭﺭﺴﻤﻬﺎ‬
‫ﺒﺎﻝﺯﻴﺕ‪ ،‬ﺒﺴﺒﺏ ﺍﻝﺘﻜﻠﻔﺔ‪ ،‬ﻜﻤﺎ ﺃﻥ ﻜﺜﺭﺓ ﺍﻝﻤﻭﺍﻗﻊ ﺍﻝﺘﻲ ﺘﻭﻀﻊ ﻓﻴﻬﺎ ﺍﻝﻤﻠﺼﻘﺎﺕ ﻴﺠﻌل‬
‫ﻤﻥ ﺍﻝﻤﺴﺘﺤﻴل ﺍﺴﺘﺨﺩﺍﻡ ﺍﻝﻼﻓﺘﺎﺕ ﺍﻝﻤﻨﻘﻭﺸﺔ ﻓﻲ ﺍﻹﻋﻼﻥ ﻋﻥ ﺍﻷﻓﻼﻡ‪ ،‬ﻭﺒﺎﻝﺘـﺎﻝﻲ‬
‫ﻴﺠﻌل ﺍﻝﻤﻠﺼﻘﺎﺕ ﺃﻜﺜﺭ ﻤﻨﺎﺴﺒﺔ ﻹﻋﻼﻨﺎﺕ ﺍﻝﺴﻴﻨﻤﺎ)‪.(٤١‬‬
‫‪Copyright © 2017.‬‬
‫‪copyright law.‬‬

‫‪-٢٥٨-‬‬

‫‪EBSCO Publishing : eBook Arabic Collection Trial - printed on 4/4/2020 5:48 PM via MINISTÈRE DE L''EDUCATION‬‬
‫‪NATIONALE, DE LA FORMATION PROFESSIONNELLE‬‬
‫; ‪AN: 1945112‬‬ ‫;‪.‬‬
‫‪Account: ns063387‬‬
‫‪. All rights reserved. May not be reproduced in any form without permission from the publisher, except fair uses permitted under U.S. or applicable‬‬

‫‪ ٢‬ـ ﺍﻝﻼﻓﺘﺎﺕ ﺍﻝﻤﻨﻘﻭﺸﺔ‪:‬‬

‫ﻭﻫﻲ ﺘﻠﻙ ﺍﻝﺘﻲ ﻴﺘﻡ ﺍﻋﺩﺍﺩﻫﺎ ﻭﺭﺴﻤﻬﺎ ﺒﻭﺍﺴﻁﺔ ﻓﻨﺎﻨﻴﻥ ﻤﺘﺨﺼﺼﻴﻥ ﻋﻠـﻰ‬
‫ﻝﻭﺤﺎﺕ ﻤﻥ ﺍﻝﺼﺎﺝ ﺍﻝﻤﺩﻫﻭﻥ‪ ..‬ﻭﺘﺘﻭﻝﻰ ﺍﻝﻤﻨﺸﺄﺕ ﺍﻝﺘﻲ ﺘﻤﻠﻙ ﺍﻝﻤﻭﺍﻗﻊ ﺍﻹﻋﻼﻨﻴﺔ ﺃﻭ‬
‫ﺘﺴﺘﺄﺠﺭﻫﺎ ﺒﻴﻊ ﺤﻕ ﺍﺴﺘﺨﺩﺍﻡ ﻫﺫﻩ ﺍﻝﻤﻭﺍﻗﻊ ﻝﻠﻤﻌﻠﻨﻴﻥ‪ ،‬ﺒﺩﺀ ﻤﻥ ﻭﻀﻊ ﺍﻝﻼﻓﺘﺎﺕ‪ ،‬ﺇﻝﻰ‬
‫ﻜل ﻤﺎ ﻴﺘﺒﻊ ﺫﻝﻙ ﻤﻥ ﺨﺩﻤﺎﺕ‪ ،‬ﻜﺘﺜﺒﻴﺕ ﺍﻝﻠﻭﺤﺎﺕ ﻭﺩﻫﻨﻬﺎ ﻭﺼﻴﺎﻨﺘﻬﺎ)‪.(٤٢‬‬
‫ﻭﺘﻭﻀﻊ ﻫﺫﻩ ﺍﻝﻼﻓﺘﺎﺕ ﻋﻠﻰ ﺠﺎﻨﺒﻴﻲ ﺍﻝﻁﺭﻕ ﺍﻝﺭﺌﻴﺴﻴﺔ‪ ،‬ﻭﺩﺍﺨـل ﺍﻝﻤـﺩﻥ‬
‫ﻭﺨﺎﺭﺠﻬﺎ‪ ،‬ﻭﻓﻲ ﺼﺎﻻﺕ ﺍﻻﺴﺘﻘﺒﺎل ﻭﺍﻝﻤﻐﺎﺩﺭﺓ ﻭﺍﻻﻨﺘﻅـﺎﺭ ﻓـﻲ ﺍﻝﻤﻁـﺎﺭﺍﺕ‪،‬‬
‫ﻭﻤﺤﻁﺎﺕ ﺍﻝﻘﻁﺎﺭﺍﺕ ﻭﺍﻝﺤﺎﻓﻼﺕ‪.‬‬

‫‪ ٣‬ـ ﺍﻝﻼﻓﺘﺎﺕ ﺍﻝﻤﻀﻴﺌﺔ‪:‬‬

‫ﺠﺎﺀ ﺍﺴﺘﺨﺩﺍﻡ ﻫﺫﻩ ﺍﻝﻨﻭﻋﻴﺔ ﻤﻥ ﺍﻹﻋﻼﻨﺎﺕ ﻜﻨﺘﻴﺠﺔ ﻝﻠﺘﻁﻭﺭ ﺍﻝﺘﻘﻨـﻲ ﻓـﻲ‬
‫ﺘﺼﻤﻴﻡ ﺇﻋﻼﻨﺎﺕ ﺍﻝﻁﺭﻕ‪ ،‬ﻭﻫﻲ ﻭﺍﺴﻌﺔ ﺍﻻﻨﺘﺸﺎﺭ ﻓﻲ ﺍﻝﺒﻠﺩﺍﻥ ﺍﻝﻤﺘﻘﺩﻤﺔ‪ ،‬ﻭﻴﺘﻡ ﺒﻨﺎﺀ‬
‫ﻫﺫﻩ ﺍﻝﻼﻓﺘﺎﺕ ﺒﻭﺍﺴﻁﺔ ﺃﻋﻤﺩﺓ ﻭﻤﻭﺍﺴﻴﺭ ﺼﻠﺒﺔ ﻴﺘﻡ ﻭﻀﻌﻬﺎ ﻓﻲ ﺍﻁﺎﺭ ﺘﻭﻀﻊ ﻓﻴﻪ‬
‫ﺍﻝﻤﻌﺩﺍﺕ ﻭﺍﻝﺘﺠﻬﻴﺯﺍﺕ ﺍﻝﻤﻀﻴﺌﺔ‪ ،‬ﻭﺘﺘﻤﻴﺯ ﻫﺫﻩ ﺍﻝﻼﻓﺘﺎﺕ ﺒﻘـﺩﺭﺘﻬﺎ ﻋﻠـﻰ ﺠـﺫﺏ‬
‫ﺍﻻﻨﺘﺒﺎﻩ‪ ،‬ﻜﻤﺎ ﺃﻨﻬﺎ ﺘﻌﻤل ﻋﻠﻰ ﻤﺩﺍﺭ ﺍﻝﻴﻭﻡ ﺒﻔﻀل ﺍﺴﺘﺨﺩﺍﻤﻬﺎ ﻝﻼﻀﺎﺀﺓ‪.‬‬
‫ﻭﻗﺩ ﻅﻬﺭﺕ ﻓﻲ ﺍﻝﺴﻨﻭﺍﺕ ﺍﻷﺨﻴﺭﺓ ﺍﻝﻼﻓﺘﺎﺕ ﺍﻝﻤﻀﻴﺌﺔ ﺍﻝﺘﻲ ﻴﺘﻡ ﻤﻥ ﺨﻼﻝﻬﺎ‬
‫ﻋﺭﺽ ﺇﻋﻼﻨﺎﺕ ﻤﺘﻌﺩﺩﺓ ﻤﻥ ﺨﻼل ﺸﺎﺸﺎﺕ ﻤﺘﺤﺭﻜﺔ ﺃﺸﺒﻪ ﺒﺸﺎﺸﺎﺕ ﺍﻝﺤﻭﺍﺴﻴﺏ‪،‬‬
‫ﻭﺘﺘﻴﺢ ﻫﺫﻩ ﺍﻝﺸﺎﺸﺎﺕ ﺍﻤﻜﺎﻨﻴﺔ ﻋﺭﺽ ﻋﺩﺩ ﻤﻥ ﺍﻹﻋﻼﻨﺎﺕ ﻋﻠﻰ ﻨﻔﺱ ﺍﻝﻠﻭﺤﺔ‪ ،‬ﻜﻤﺎ‬
‫ﺘﻤﻜﻥ ﺍﻝﻤﻌﻠﻨﻴﻥ ﻤﻥ ﺘﻘﺩﻴﻡ ﻤﻌﻠﻭﻤﺎﺕ ﻭﺍﻓﻴﺔ ﻋﻥ ﺍﻝﺴﻠﻊ ﻭﺍﻝﺨﺩﻤﺎﺕ ﺍﻝﻤﻌﻠﻥ ﻋﻨﻬﺎ‪.‬‬
‫‪Copyright © 2017.‬‬
‫‪copyright law.‬‬

‫‪-٢٥٩-‬‬

‫‪EBSCO Publishing : eBook Arabic Collection Trial - printed on 4/4/2020 5:48 PM via MINISTÈRE DE L''EDUCATION‬‬
‫‪NATIONALE, DE LA FORMATION PROFESSIONNELLE‬‬
‫; ‪AN: 1945112‬‬ ‫;‪.‬‬
‫‪Account: ns063387‬‬
‫‪. All rights reserved. May not be reproduced in any form without permission from the publisher, except fair uses permitted under U.S. or applicable‬‬

‫‪ ٤‬ـ ﺍﻹﻋﻼﻨﺎﺕ ﺍﻝﺤﺎﺌﻁﻴﺔ‪:‬‬

‫ﻭﻫﻲ ﺘﻠﻙ ﺍﻹﻋﻼﻨﺎﺕ ﺍﻝﺘﻲ ﺘﺼﻤﻡ ﻋﻠﻰ ﺤـﻭﺍﺌﻁ ﺍﻝﻤﺒـﺎﻨﻲ ﻭﺍﻝﻌﻤـﺎﺭﺍﺕ‬
‫ﺍﻝﺸﺎﻫﻘﺔ ﺫﺍﺕ ﺍﻝﺠﻭﺍﻨﺏ ﺍﻝﻌﺭﻴﻀﺔ‪ ،‬ﻭﺍﻝﺘﻲ ﺒﺎﻻﻤﻜﺎﻥ ﻤﺸﺎﻫﺩﺘﻬﺎ ﻤﻥ ﻤﺴﺎﻓﺎﺕ ﺒﻌﻴﺩﺓ‪.‬‬
‫ﻭﺘﺴﺘﺨﺩﻡ ﻓﻲ ﺘﺠﻬﻴﺯﻫﺎ ﺩﻫﺎﻨﺎﺕ ﺯﻴﺘﻴﺔ ﺘﺘﻤﻴﺯ ﺒﺎﻝﺜﺒﺎﺕ ﻭﻋﺩﻡ ﺍﻝﺘﺄﺜﺭ ﺒﺎﻝﻌﻭﺍﻤل‬
‫ﺍﻝﺠﻭﻴﺔ‪ ،‬ﻜﺎﻝﺸﻤﺱ ﻭﺍﻷﻤﻁﺎﺭ‪ ،‬ﺍﺫ ﻤﻥ ﺸﺄﻥ ﻫﺫﻩ ﺍﻝﻌﻭﺍﻤل ﺍﻥ ﺘﺅﺜﺭ ﻋﻠـﻰ ﺠـﻭﺩﺓ‬
‫ﺍﻻﻝﻭﺍﻥ‪ ،‬ﻭﺘﻔﻘﺩﻫﺎ ﺒﺭﻴﻘﻬﺎ ﻭﺭﻭﻨﻘﻬﺎ‪ ،‬ﻜﻤﺎ ﻴﺘﻡ ﺘﻭﻅﻴﺏ ﺍﻝﺤﻭﺍﺌﻁ ﻭﺘﺠﻬﻴﺯﻫﺎ ﻤﺴـﺒﻘﹰﺎ‬
‫ﺒﻤﺎ ﻴﺴﺎﻋﺩ ﻋﻠﻰ ﺜﺒﺎﺘﺎﻻﻝﻭﺍﻥ‪.‬‬
‫ﻭﻴﺸﺘﺭﻁ ﻓﻲ ﺍﻝﺤﻭﺍﺌﻁ ﺍﻹﻋﻼﻨﻴﺔ ﺍﻥ ﺘﻜﻭﻥ ﺫﺍﺕ ﺍﺭﺘﻔـﺎﻉ ﻋـﺎل‪ ،‬ﻭﻓـﻲ‬
‫ﻤﻭﺍﺠﻬﺔ ﺃﻭ ﺒﺠﻭﺍﺭ ﺃﻭ ﻋﻨﺩ ﺘﻘﺎﻁﻊ ﺍﻝﻁﺭﻕ ﺍﻝﺭﺌﻴﺴﻴﺔ‪ ،‬ﺒﺤﻴﺙ ﻴﻤﻜﻥ ﻤﺸﺎﻫﺩﺘﻬﺎ ﻤﻥ‬
‫ﺯﻭﺍﻴﺎ ﻤﺘﻌﺩﺩﺓ‪ ،‬ﻜﺫﻝﻠﻙ ﻓﻲ ﺍﻝﻤﻴﺎﺩﻴﻥ ﺍﻝﺭﺌﻴﺴﻴﺔ ﺍﻝﻜﺒﻴﺭﺓ ﻭﺴﻁ ﺍﻝﻤﺩﻥ‪.‬‬

‫ﻤﺯﺍﻴﺎ ﺇﻋﻼﻨﺎﺕ ﺍﻝﻁﺭﻕ‪:‬‬

‫ﻹﻋﻼﻨﺎﺕ ﺍﻝﻁﺭﻕ ﻋﺩﺩ ﻤﻥ ﺍﻝﻤﺯﺍﻴﺎ‪ ،‬ﻭﺫﻝﻙ ﻜﺎﻝﺘﺎﻝﻲ‪:‬‬
‫‪ ١‬ـ ﺘﺘﻴﺢ ﺇﻋﻼﻨﺎﺕ ﺍﻝﻁﺭﻕ ﻝﻠﻤﻌﻠﻥ ﻤﺭﻭﻨﺔ ﺠﻐﺭﺍﻓﻴﺔ ﻋﺎﻝﻴﺔ ﺘﻤﻜﻨـﻪ ﻤـﻥ‬
‫ﺘﺤﺩﻴﺩ ﻭﺍﺨﺘﻴﺎﺭ ﻤﻜﺎﻥ ﺘﺭﻜﻴﺏ ﺍﻹﻋﻼﻥ ﻭﻓﻕ ﻤﺎ ﻴﻀﻌﻪ ﻤﻥ ﺃﻭﻝﻭﻴﺎﺕ ﻭﺍﻋﺘﺒﺎﺭﺍﺕ‪.‬‬
‫‪ ٢‬ـ ﺘﻭﻓﺭ ﺇﻋﻼﻨﺎﺕ ﺍﻝﻁﺭﻕ ﺘﻐﻁﻴﺔ ﺠﻤﺎﻫﻴﺭﻴﺔ ﻋﺎﻝﻴﺔ ﺨﺎﺼـﺔ ﺍﺫﺍ ﻨﺠـﺢ‬
‫ﺍﻝﻤﻌﻠﻥ ﻓﻲ ﺍﺨﺘﻴﺎﺭ ﺍﻝﻤﻜﺎﻥ ﺍﻝﻤﻨﺎﺴﺏ‪ ،‬ﺴﻭﺍﺀﺤﻴﺙ ﺤﺭﻜﺔ ﺍﻝﻤﺭﻭﺭ‪ ،‬ﺃﻭ ﺍﻻﻜﺘﻅـﺎﻅ‬
‫ﺍﻝﺴﻜﺎﻨﻲ ﺍﻝﻤﺭﺘﻔﻊ‪.‬‬
‫‪ ٣‬ـ ﺘﻌﺩ ﺇﻋﻼﻨﺎﺕ ﺍﻝﻁﺭﻕ ﻭﺴﻴﻠﺔ ﺍﺘﺼﺎل ﺇﻋﻼﻨﻴﺔ ﻤﺴﺘﻤﺭﺓ ﻓﻬـﻲ ﺘﻌﻤـل‬
‫ﻁﻭﺍل ﺍﻝﻴﻭﻡ ﺒﺩﻭﻥ ﺘﻭﻗﻑ‪.‬‬
‫‪Copyright © 2017.‬‬
‫‪copyright law.‬‬

‫‪-٢٦٠-‬‬

‫‪EBSCO Publishing : eBook Arabic Collection Trial - printed on 4/4/2020 5:48 PM via MINISTÈRE DE L''EDUCATION‬‬
‫‪NATIONALE, DE LA FORMATION PROFESSIONNELLE‬‬
‫; ‪AN: 1945112‬‬ ‫;‪.‬‬
‫‪Account: ns063387‬‬
‫‪. All rights reserved. May not be reproduced in any form without permission from the publisher, except fair uses permitted under U.S. or applicable‬‬

‫‪ ٤‬ـ ﻭﺴﻴﻠﺔ ﺍﻗﺘﺼﺎﺩﻴﺔ ﺒﺎﻝﻨﺴﺒﺔ ﻝﻠﻤﺘﻠﻘﻲ‪ ،‬ﻓﻬﻭ ﻻ ﻴﺩﻓﻊ ﺃﻱ ﻤﻘﺎﺒـل ﻤـﺎﻝﻲ‬

‫ﺠﺭﺍﺀ ﺘﻌﺭﻀﻪ ﻝﻺﻋﻼﻥ ﻜﻤﺎ ﻫﻭ ﺍﻝﺤﺎل ﻓـﻲ ﺍﻝﺠﺭﺍﺌـﺩ ﻭﺍﻝﻤﺠـﻼﺕ ﻭﺍﻝﺭﺍﺩﻴـﻭ‬
‫ﻭﺍﻝﺘﻠﻔﺯﻴﻭﻥ ﻭﺍﻻﻨﺘﺭﻨﺕ‪.‬‬
‫‪ ٥‬ـ ﻭﺴﻴﻠﺔ ﺍﻗﺘﺼﺎﺩﻴﺔ ﻜﺫﻝﻙ ﻭﻏﻴﺭ ﻤﻜﻠﻔﺔ ﺒﺎﻝﻨﺴﺒﺔ ﻝﻠﻤﻌﻠﻥ‪ ،‬ﻭﺫﻝﻙ ﻤﻘﺎﺭﻨـﺔ‬
‫ﺒﻐﻴﺭﻫﺎ ﻤﻥ ﻭﺴﺎﺌل ﺍﻹﻋﻼﻥ ﺍﻷﺨﺭﻯ‪.‬‬
‫‪ ٦‬ـ ﺍﻤﻜﺎﻨﻴﺔ ﺇﺠﺭﺍﺀ ﺍﻱ ﺘﻌﺩﻴﻼﺕ ﻋﻠﻰ ﺍﻹﻋﻼﻥ ﻓﻲ ﺃﻱ ﻭﻗـﺕ ﻴﺨﺘـﺎﺭﻩ‬
‫ﺍﻝﻤﻌﻠﻥ ﺍﺫﺍ ﻤﺎ ﺭﺃﻯ ﻀﺭﻭﺭﺓ ﺫﻝﻙ‪.‬‬
‫‪ ٧‬ـ ﻁﻭل ﻓﺘﺭﺓ ﺤﻴﺎﺓ ﺍﻹﻋﻼﻥ‪.‬‬
‫‪ ٨‬ـ ﺍﻤﻜﺎﻨﻴﺔ ﺭﺴﻭﺥ ﻋﺎﻝﻴﺔ ﻓﻲ ﺫﻫﻥ ﺍﻝﻤﺘﻠﻘﻲ ﺍﻝﻤﺴﺘﻬﺩﻑ‪ ،‬ﺒﺴﺒﺏ ﺍﻝﺘﻌﺭﺽ‬
‫ﺍﻝﻤﺴﺘﻤﺭ ﻝﻺﻋﻼﻥ‪.‬‬
‫‪ ٩‬ـ ﺍﻤﻜﺎﻨﻴﺔ ﺍﺴﺘﺨﺩﺍﻡ ﺍﻝﺼﻭﺭ ﻭﺍﻻﻝﻭﺍﻥ ﺍﻝﺯﺍﻫﻴﺔ ﻭﺍﻝﺠﺫﺍﺒﺔ‪ ،‬ﻤﻤﺎ ﻴﺯﻴﺩ ﻤﻥ‬
‫ﺩﺭﺠﺔ ﺸﺩ ﺍﻷﻨﺘﺒﺎﻩ ﻭﺍﻝﻔﺎﻋﻠﻴﺔ‪.‬‬
‫‪ ١٠‬ـ ﺍﻤﻜﺎﻨﻴﺔ ﺍﻝﺘﺤﻜﻡ ﻓﻲ ﺤﺠﻡ ﻝﻭﺤﺔ ﺍﻹﻋﻼﻥ‪ ،‬ﻭﻓﻕ ﺭﻏﺒﺔ ﺍﻝﻤﻌﻠﻥ‪ ،‬ﻤﻤﺎ‬
‫ﻴﺘﻴﺢ ﺩﻗﺔ ﻭﺠﻭﺩﺓ ﻋﺎﻝﻴﺔ ﻓﻲ ﺍﻝﺘﺼﻤﻴﻡ‪.‬‬
‫‪ ١١‬ـ ﺒﺴﺎﻁﺔ ﻓﻲ ﺘﺼﻤﻴﻡ ﻭﺘﻘﺩﻴﻡ ﺍﻝﺭﺴﺎﻝﺔ ﺍﻹﻋﻼﻨﻴﺔ‪.‬‬

‫ﻋﻴﻭﺏ ﺇﻋﻼﻨﺎﺕ ﺍﻝﻁﺭﻕ‪:‬‬

‫‪ ١‬ـ ﻻ ﺘﺼﻠﺢ ﻫﺫﻩ ﺍﻝﻭﺴﻴﻠﺔ ﻝﻠﺭﺴﺎﺌل ﺍﻹﻋﻼﻨﻴﺔ ﺍﻝﻤﻁﻭﻝﺔ‪ ،‬ﻤﺜل ﺘﻠﻙ ﺍﻝﺘـﻲ‬
‫ﺘﻬﺩﻑ ﺇﻝﻰ ﺘﻘﺩﻴﻡ ﻤﺒﺭﺭﺍﺕ‪ ،‬ﺃﻭ ﺘﻠﻙ ﺍﻝﺘﻲ ﺘﺸﺭﺡ ﺍﺒﻌﺎﺩ ﺍﻝﺴﻠﻌﺔ ﻭﻤﺯﺍﻴﺎﻫﺎ)‪.(٤٣‬‬
‫‪ ٢‬ـ ﺍﻻﺘﺠﺎﻩ ﺍﻝﺴﻠﺒﻲ ﻤﻥ ﻗﺒل ﺍﻝﺒﻌﺽ ﺘﺠﺎﻩ ﺍﻝﻤﻠﺼﻘﺎﺕ ﻭﺍﻝﻼﻓﺘﺎﺕ ﺒﺴـﺒﺏ‬
‫ﺘﺸﻭﻴﻬﻬﺎ ﻝﻠﻤﻨﻅﺭ ﺍﻝﻌﺎﻡ ﻝﻠﻤﺩﻴﻨﺔ‪ ،‬ﺤﺘﻰ ﺃﻥ ﺒﻌﺽ ﺍﻝﺩﻭل ﻤﺜل ﺍﻝﻭﻻﻴـﺎﺕ ﺍﻝﻤﺘﺤـﺩﺓ‬
‫‪Copyright © 2017.‬‬
‫‪copyright law.‬‬

‫‪-٢٦١-‬‬

‫‪EBSCO Publishing : eBook Arabic Collection Trial - printed on 4/4/2020 5:48 PM via MINISTÈRE DE L''EDUCATION‬‬
‫‪NATIONALE, DE LA FORMATION PROFESSIONNELLE‬‬
‫; ‪AN: 1945112‬‬ ‫;‪.‬‬
‫‪Account: ns063387‬‬
‫‪. All rights reserved. May not be reproduced in any form without permission from the publisher, except fair uses permitted under U.S. or applicable‬‬

‫ﺍﻻﻤﺭﻴﻜﻴﺔ ﻗﺎﻤﺕ ﺒﻭﻀﻊ ﻗﺎﻨﻭﻥ ﻴﻤﻨﻊ ﻅﻬﻭﺭ ﺍﻝﻼﻓﺘﺎﺕ ﻓﻲ ﺒﻌﺽ ﺍﻻﻤﺎﻜﻥ ﺩﺍﺨـل‬
‫ﺍﻝﻤﺩﻥ)‪.(٤٤‬‬
‫‪ ٣‬ـ ﻗﺩ ﺘﺘﺄﺜﺭ ﺍﻹﻋﻼﻨﺎﺕ ﺒﺎﻝﻌﻭﺍﻤل ﺍﻝﺠﻭﻴﺔ ﻜﺎﻝﺭﻁﻭﺒﺔ ﻭﺤﺭﺍﺭﺓ ﺍﻝﺸـﻤﺱ‬
‫ﻭﺍﻻﻤﻁﺎﺭ‪ ،‬ﻤﻤﺎ ﻗﺩ ﻴﺅﺩﻱ ﺇﻝﻰ ﺍﻥ ﺘﻔﻘﺩ ﺍﻻﻝﻭﺍﻥ ﺤﻴﻭﻴﺘﻬﺎ ﻭﺠﺎﺫﺒﻴﺘﻬﺎ‪ ،‬ﻭﻴﻘﻭﺩ ﺫﻝـﻙ‬
‫ﺇﻝﻰ ﻗﺼﺭ ﺤﻴﺎﺓ ﺍﻹﻋﻼﻥ‪.‬‬
‫‪ ٤‬ـ ﺘﺘﻁﻠﺏ ﺇﻋﻼﻨﺎﺕ ﺍﻝﻁﺭﻕ ﻤﻌﺭﻓﺔ ﺍﻝﻘﺭﺍﺀﺓ ﻭﺍﻝﻜﺘﺎﺒﺔ‪ ،‬ﻭﺒﺎﻝﺘﺎﻝﻲ ﻓﺈﻨﻬﺎ ﻻ‬
‫ﺘﺼل ﺇﻻ ﺇﻝﻰ ﻫﺫﻩ ﺍﻝﺸﺭﻴﺤﺔ‪.‬‬
‫‪ ٥‬ـ ﻻ ﻴﺸﺎﻫﺩ ﺍﻹﻋﻼﻥ ﺇﻻ ﺍﻻﺸﺨﺎﺹ ﺍﻝﺫﻴﻥ ﻴﻤﺭﻭﻥ ﻤﻥ ﻨﻔﺱ ﺍﻝﻁﺭﻴـﻕ‬
‫ﺍﻝﺘﻲ ﺒﻬﺎ ﺍﻹﻋﻼﻥ‪.‬‬
‫‪ ٦‬ـ ﻴﺘﻭﻗﻑ ﻨﺠﺎﺡ ﺍﻹﻋﻼﻥ ﺇﻝﻰ ﺤـﺩ ﻜﺒﻴـﺭ ﻋﻠـﻰ ﺍﺨﺘﻴـﺎﺭ ﺍﻝﻤﻭﻗـﻊ‬
‫ﺍﻻﺴﺘﺭﺍﺘﻴﺠﻲ ﺍﻝﻤﻼﺌﻡ‪ ،‬ﺍﻝﺫﻱ ﻴﺘﻴﺢ ﺍﻤﻜﺎﻨﻴﺔ ﻤﺸﺎﻫﺩﺘﻪ ﻤﻥ ﺃﻤﺎﻜﻥ ﻤﺘﻌﺩﺩﺓ ﻭﺒﺴﻬﻭﻝﺔ‪،‬‬
‫ﻭﻓﻲ ﺍﺤﻴﺎﻨﺎ ﻜﺜﻴﺭﺓ ﺘﻜﻭﻥ ﺘﻠﻙ ﺍﻝﻤﻭﺍﻗﻊ ﻤﺤﺩﻭﺩﺓ ﺨﺎﺼﺔ ﻓﻲ ﺍﻝﻤﻴـﺎﺩﻴﻥ ﺍﻝﺭﺌﻴﺴـﻴﺔ‪،‬‬
‫ﻭﻤﺤﺠﻭﺯﺓ ﻝﻔﺘﺭﺍﺕ ﻁﻭﻴﻠﺔ ﻤﻥ ﻗﺒل ﺍﻝﺸﺭﻜﺎﺕ ﺍﻝﻜﺒﻴﺭﺓ‪.‬‬

‫ﺜﺎﻨﻴﺎ‪ :‬ﺇﻋﻼﻨﺎﺕ ﻭﺴﺎﺌل ﺍﻝﻨﻘل‪:‬‬

‫ﻭﻫﻲ ﺘﻠﻙ ﺍﻹﻋﻼﻨﺎﺕ ﺍﻝﺘﻲ ﺘﻭﻀﻊ ﻋﻠﻰ ﻭﺴﺎﺌل ﺍﻝﻨﻘل ﺍﻝﻤﺨﺘﻠﻔﺔ‪ ،‬ﻜﺎﻝﺴﻴﺎﺭﺍﺕ‬
‫ﻭﺍﻝﺤﺎﻓﻼﺕ ﻭﺍﻝﻘﻁﺎﺭﺍﺕ‪ ،‬ﻭﻗﺩ ﺘﻜﺘﺏ ﻫﺫﻩ ﺍﻹﻋﻼﻨﺎﺕ ﻋﻠﻰ ﻭﺴـﻴﻠﺔ ﺍﻝﻨﻘـل ﻤـﻥ‬
‫ﺍﻝﺨﺎﺭﺝ‪ ،‬ﻭﻗﺩ ﺘﻭﻀﻊ ﻓﻲ ﺩﺍﺨﻠﻬﺎ‪ ،‬ﻭﺍﻥ ﻜﺎﻨﺕ ﻓﺭﺼﺔ ﺍﻝﺘﻌﺭﺽ ﻝﻬﺎ ﻝﻔﺘﺭﺓ ﺃﻁـﻭل‬
‫ﺘﺒﺩﻭ ﻓﻲ ﺍﻝﺩﺍﺨل‪ ،‬ﺤﻴﺙ ﻴﻘﻀﻲ ﺍﻝﺭﻜﺎﺏ ﻓﺘﺭﺓ ﺃﻁﻭل‪ ،‬ﺃﻤﺎ ﺍﻹﻋﻼﻥ ﺨﺎﺭﺝ ﺍﻝﻭﺴﻴﻠﺔ‬
‫ﻓﻌﻠﻰ ﺍﻝﺭﻏﻡ ﻤﻥ ﺃﻨﻪ ﻗﺩ ﻴﻐﻁﻲ ﻤﻨﺎﻁﻕ ﻤﺘﻌﺩﺩﺓ ﻭﻓﻘﹰﺎ ﻝﺨﻁ ﺴﻴﺭ ﺍﻝﻭﺴـﻴﻠﺔ‪ ،‬ﺍﻻ ﺃﻥ‬
‫ﺍﻤﻜﺎﻨﻴﺔ ﻗﺭﺍﺀﺘﻪ ﻏﻴﺭ ﻤﺘﻴﺴﺭﺓ ﻝﻠﻤﺎﺭﺓ ﺒﺴﺒﺏ ﺴﺭﻋﺔ ﻭﺴﺎﺌل ﺍﻝﻨﻘل‪ ،‬ﻭﻋـﺩﻡ ﺍﻨﺘﺒـﺎﻩ‬
‫ﺍﻻﺸﺨﺎﺹ‪ ،‬ﻭﺒﺎﻝﺘﺎﻝﻲ ﻴﻔﻀل ﺍﺨﺘﺼﺎﺭ ﺍﻝﺭﺴﺎﻝﺔ ﺍﻹﻋﻼﻨﻴﺔ ﺇﻝﻰ ﺃﻗﺼﻰ ﺤﺩ ﻤﻤﻜﻥ‪،‬‬
‫‪Copyright © 2017.‬‬
‫‪copyright law.‬‬

‫‪-٢٦٢-‬‬

‫‪EBSCO Publishing : eBook Arabic Collection Trial - printed on 4/4/2020 5:48 PM via MINISTÈRE DE L''EDUCATION‬‬
‫‪NATIONALE, DE LA FORMATION PROFESSIONNELLE‬‬
‫; ‪AN: 1945112‬‬ ‫;‪.‬‬
‫‪Account: ns063387‬‬
‫‪. All rights reserved. May not be reproduced in any form without permission from the publisher, except fair uses permitted under U.S. or applicable‬‬

‫ﺃﻤﺎ ﺍﻹﻋﻼﻥ ﺩﺍﺨل ﺍﻝﻭﺴﻴﻠﺔ ﻓﺒﺎﻻﻤﻜﺎﻥ ﺃﺤﺘﻭﺍﺌﻪ ﻋﻠﻰ ﺘﻔﺎﺼﻴل ﺃﻜﺒﺭ‪ ،‬ﺤﻴﺙ ﻴﻘﻀﻲ‬
‫ﺍﻝﺭﻜﺎﺏ ﻓﺘﺭﺓ ﺃﻁﻭل‪ ،‬ﻤﻤﺎ ﻴﺴﻬل ﺍﻻﻁﻼﻉ ﻋﻠﻰ ﻜل ﺘﻔﺎﺼﻴل ﺍﻹﻋﻼﻥ‪.‬‬
‫ﻭﻹﻋﻼﻨﺎﺕ ﻭﺴﺎﺌل ﺍﻝﻨﻘل ﻋﺩﺩ ﻤﻥ ﺍﻝﻤﺯﺍﻴﺎ ﻭﺍﻝﻌﻴﻭﺏ‪ ،‬ﻴﻤﻜﻥ ﺘﺤﺩﻴﺩﻫﺎ ﻓـﻲ‬
‫ﺍﻝﺘﺎﻝﻲ‪:‬‬

‫ﻤﺯﺍﻴﺎ ﺇﻋﻼﻨﺎﺕ ﻭﺴﺎﺌل ﺍﻝﻨﻘل‪:‬‬

‫ﺘﺘﻤﺘﻊ ﻭﺴﺎﺌل ﺍﻝﻨﻘل ﻜﻭﺴﻴﻠﺔ ﺇﻋﻼﻨﻴﺔ ﺒﻌﺩﺩ ﻤﻥ ﺍﻝﻤﺯﺍﻴﺎ‪ ،‬ﻭﺫﻝﻙ ﻜﺎﻝﺘﺎﻝﻲ‪:‬‬
‫‪ ١‬ـ ﺍﻝﻤﺭﻭﻨﺔ ﺍﻝﺠﻐﺭﺍﻓﻴﺔ‪ :‬ﺤﻴﺙ ﺘﺘﻴﺢ ﻫﺫﻩ ﺍﻝﻭﺴﻴﻠﺔ ﻝﻠﻤﻌﻠـﻥ ﻤﺭﻭﻨـﺔ‬
‫ﺠﻐﺭﺍﻓﻴﺔ ﻋﺎﻝﻴﺔ ﺘﻤﻜﻨﻪ ﻤﻥ ﺘﺤﺩﻴﺩ ﺍﻝﻤﻨﺎﻁﻕ ﺍﻝﻤﺴﺘﻬﺩﻓﺔ ﻭﺍﻝﻭﺼﻭل ﺍﻝﻴﻬﺎ ﺒﺴﻬﻭﻝﺔ ﻤﻥ‬
‫ﺨﻼل ﺍﺨﺘﻴﺎﺭ ﻭﺴﺎﺌل ﺍﻝﻨﻘل ﺍﻝﺘﻲ ﺘﻌﻤل ﻓﻲ ﺍﻁﺎﺭ ﺤـﺩﻭﺩ ﺍﻝﻤﻨﻁﻘـﺔ ﺍﻝﺠﻐﺭﺍﻓﻴـﺔ‬
‫ﺍﻝﻤﺴﺘﻬﺩﻓﺔ‪.‬‬
‫‪ ٢‬ـ ﺘﻌﺭﺽ ﻤﺭﺘﻔﻊ‪ :‬ﻓﻭﺴﺎﺌل ﺍﻝﻨﻘل ﺍﻝﺘﻲ ﺘﺘﺤﺭﻙ ﻓﻲ ﻤﻨﺎﻁﻕ ﻤﻌﻴﻨـﺔ‬
‫ﻴﺴﺘﺨﺩﻤﻬﺎ ﻴﻭﻤﻴﹰﺎ ﻋﺸﺭﺍﺕ ﺍﻷﻻﻑ ﻤﻥ ﺍﻷﺸﺨﺎﺹ‪ ،‬ﻭﻫﻲ ﺘﻤﺭ ﻋﺒﺭ ﻨﻔﺱ ﺍﻝﻁﺭﻕ‬
‫ﻭﺍﻝﺸﻭﺍﺭﻉ ﻭﺍﻝﻤﻤﺭﺍﺕ ﻭﻓﻕ ﺨﻁﻭﻁ ﺍﻝﺴﻴﺭ ﺍﻝﻤﺤﺩﺩﺓ ﻝﻬﺎ‪ ،‬ﻭﺒﺎﻝﺘﺎﻝﻲ ﻓـﺈﻥ ﺘﻜـﺭﺍﺭ‬
‫ﺍﻝﺘﻌﺭﺽ ﻝﻬﺎ ﻴﻜﻭﻥ ﻤﺭﺘﻔﻌﹰﺎ‪.‬‬
‫‪ ٣‬ـ ﺍﻗﺘﺼﺎﺩﻴﺔ‪ :‬ﺃﻥ ﺍﻝﺘﻜﻠﻔﺔ ﺍﻝﻤﺎﻝﻴﺔ ﻹﻋﻼﻨﺎﺕ ﻭﺴﺎﺌل ﺍﻝﻨﻘل ﺘﻌﺘﺒﺭ ﻏﻴﺭ‬
‫ﻼ‪.‬‬
‫ﻤﺭﺘﻔﻌﺔ ﻤﻘﺎﺭﻨﺔ ﺒﺒﻌﺽ ﺍﻝﻭﺴﺎﺌل ﺍﻷﺨﺭﻯ‪ ،‬ﻜﺎﻝﺘﻠﻔﺯﻴﻭﻥ ﻤﺜ ﹰ‬
‫‪ ٤‬ـ ﻴﺘﻴﺢ ﺍﻹﻋﻼﻥ ﺩﺍﺨل ﻭﺴﺎﺌل ﺍﻝﻨﻘل ﺃﻤﻜﺎﻨﻴﺔ ﻨﺸﺭ ﺘﻔﺎﺼـﻴل ﻤﻁﻭﻝـﺔ‬
‫ﻨﺴﺒﻴﹰﺎ ﺤﻭل ﺍﻝﺴﻠﻌﺔ ﺃﻭ ﺍﻝﺨﺩﻤﺔ ﺍﻝﻤﻌﻠﻥ ﻋﻨﻬﺎ‪ ،‬ﺤﻴﺙ ﻴﻘﻀﻲ ﺍﻝﺭﻜﺎﺏ ﻭﻗﺕ ﻁﻭﻴـل‬
‫ﻨﺴﺒﻴﺎﹰ‪ ،‬ﺨﺎﺼﺔ ﻓﻲ ﺨﻁﻭﻁ ﺍﻝﺴﻔﺭ ﺍﻝﻁﻭﻴﻠﺔ ﺒﻴﻥ ﺍﻝﻤﻨﺎﻁﻕ ﻭﺍﻝﻤﺩﻥ ﺍﻝﻤﺘﺒﺎﻋﺩﺓ‪.‬‬
‫‪ ٥‬ـ ﺒﺎﻝﻨﺴﺒﺔ ﻝﻭﺴﺎﺌل ﺍﻝﻨﻘل ﺍﻝﻤﺨﺘﻠﻔﺔ ﻓﺈﻥ ﺍﻹﻋﻼﻨـﺎﺕ ﺘﺸـﻜل‬
‫ﻤﺼﺩﺭ ﺩﺨل ﺍﻀﺎﻓﻲ ﻝﻬﺎ ﻴﻤﻜﻥ ﺍﻥ ﻴﺩﻓﻌﻬﺎ ﺇﻝﻰ ﺘﺨﻔﻴﺽ ﺃﺠﺭﺓ ﺍﻝﻨﻘل ﻝﻠﻤﺴﺎﻓﺭﻴﻥ‬
‫ﻋﻠﻰ ﻤﺘﻨﻬﺎ‪.‬‬
‫‪Copyright © 2017.‬‬
‫‪copyright law.‬‬

‫‪-٢٦٣-‬‬

‫‪EBSCO Publishing : eBook Arabic Collection Trial - printed on 4/4/2020 5:48 PM via MINISTÈRE DE L''EDUCATION‬‬
‫‪NATIONALE, DE LA FORMATION PROFESSIONNELLE‬‬
‫; ‪AN: 1945112‬‬ ‫;‪.‬‬
‫‪Account: ns063387‬‬
‫‪. All rights reserved. May not be reproduced in any form without permission from the publisher, except fair uses permitted under U.S. or applicable‬‬

‫ﻋﻴﻭﺏ ﻭﺴﺎﺌل ﺍﻝﻨﻘل ﻜﻭﺴﻴﻠﺔ ﺇﻋﻼﻨﻴﺔ‪:‬‬

‫‪ ١‬ـ ﻋﺩﻡ ﺍﻤﻜﺎﻨﻴﺔ ﺘﻀﻤﻴﻥ ﺘﻔﺎﺼﻴل ﻜﺜﻴﺭﺓ ﻓﻲ ﺍﻹﻋﻼﻨﺎﺕ ﺍﻝﻤﻨﺸﻭﺭﺓ ﻋﻠﻰ‬
‫ﻭﺴﺎﺌل ﺍﻝﻨﻘل ﻤﻥ ﺍﻝﺨﺎﺭﺝ‪.‬‬
‫‪ ٢‬ـ ﺘﺘﺄﺜﺭ ﺇﻋﻼﻨﺎﺕ ﻭﺴﺎﺌل ﺍﻝﻨﻘل ﺒﺎﻝﻌﻭﺍﻤل ﻭﺍﻝﻅﺭﻭﻑ ﺍﻝﺠﻭﻴﺔ‪ ،‬ﻭﺒﺎﻝﺘﺎﻝﻲ‬
‫ﻗﺩ ﺘﺘﻌﺭﺽ ﻝﻠﺘﻠﻑ ﺒﺴﺒﺏ ﺍﻝﺭﻁﻭﺒﺔ ﺃﻭ ﺍﻝﺤﺭﺍﺭﺓ‪ ،‬ﺃﻭ ﻤﺎ ﺇﻝﻰ ﺫﻝﻙ‪.‬‬
‫‪ ٣‬ـ ﺘﺘﻁﻠﺏ ﻫﺫﻩ ﺍﻹﻋﻼﻨﺎﺕ ﻜﻐﻴﺭﻫﺎ ﻤﻥ ﺍﻹﻋﻼﻨﺎﺕ ﺍﻝﻤﻜﺘﻭﺒﺔ ﻀـﺭﻭﺭﺓ‬
‫ﻤﻌﺭﻓﺔ ﺍﻝﻘﺭﺍﺀﺓ‪ ،‬ﻭﺒﺎﻝﺘﺎﻝﻲ ﻓﺈﻨﻬﺎ ﻻ ﺘﺼﻠﺢ ﻝﻐﻴﺭ ﺍﻝﻤﺘﻌﻠﻤﻴﻥ‪.‬‬
‫‪ ٤‬ـ ﻻ ﻴﺘﻌﺭﺽ ﻝﻺﻋﻼﻥ ﻏﺎﻝﺒﹰﺎ ﺴﻭﺍﺀ ﺍﻻﺸﺨﺎﺹ ﺍﻝـﺫﻴﻥ ﻴﺴـﺘﺨﺩﻤﻭﻥ‬
‫ﻭﺴﺎﺌل ﺍﻝﻨﻘل ﺍﻝﻌﺎﻤﺔ‪ ،‬ﺃﻤﺎ ﺍﺅﻝﺌﻙ ﺍﻝﺫﻴﻥ ﻴﺘﻨﻘﻠﻭﻥ ﻋﺒﺭ ﻭﺴﺎﺌل ﻨﻘﻠﻬﻡ ﺍﻝﺨﺎﺼﺔ‪ ،‬ﻓـﺈﻥ‬
‫ﺍﻹﻋﻼﻥ ﻻ ﻴﺼل ﺍﻝﻴﻬﻡ‪.‬‬
‫‪ ٥‬ـ ﻗﺩ ﻴﻜﻭﻥ ﻤﻥ ﺍﻝﻌﺴﻴﺭ ﺃﺤﻴﺎﻨﹰﺎ ﻗﺭﺍﺀﺓ ﺍﻹﻋﻼﻥ ﻤﻥ ﻗﺒل ﺍﻝﻤﺎﺭﺓ ﻭﺍﻝﻤﺸﺎﺓ‬
‫ﺒﺴﺒﺏ ﺴﺭﻋﺔ ﻭﺴﻴﻠﺔ ﺍﻝﻨﻘل ﻓﻲ ﺍﻝﻜﺜﻴﺭ ﻤﻥ ﺍﻻﺤﻴﺎﻥ‪.‬‬
‫‪Copyright © 2017.‬‬
‫‪copyright law.‬‬

‫‪-٢٦٤-‬‬

‫‪EBSCO Publishing : eBook Arabic Collection Trial - printed on 4/4/2020 5:48 PM via MINISTÈRE DE L''EDUCATION‬‬
‫‪NATIONALE, DE LA FORMATION PROFESSIONNELLE‬‬
‫; ‪AN: 1945112‬‬ ‫;‪.‬‬
‫‪Account: ns063387‬‬
‫‪. All rights reserved. May not be reproduced in any form without permission from the publisher, except fair uses permitted under U.S. or applicable‬‬

‫ﻭﺴﺎﺌل ﺍﻹﻋﻼﻥ ﺍﻝﺤﺩﻴﺜﺔ‬

‫ﻨﻘﺼﺩ ﺒﻭﺴﺎﺌل ﺍﻹﻋﻼﻥ ﺍﻝﺤﺩﻴﺜﺔ ﻓﻲ ﻫـﺫﺍ ﺍﻝﻤﺒﺤـﺙ‪ ،‬ﻜـل ﻤـﻥ ﺸـﺒﻜﺔ‬

‫ﺍﻝﻤﻌﻠﻭﻤﺎﺕ ﺍﻝﺩﻭﻝﻴﺔ "ﺍﻻﻨﺘﺭﻨﺕ"‪ ،‬ﻭﺍﻝﻬﺎﺘﻑ ﺍﻝﻤﺤﻤﻭل‪ ،‬ﻭﻗﺩ ﺭﺃﻴـﺕ ﺍﻥ ﺍﺴـﻤﻴﻬﻤﺎ‬
‫ﺒﺎﻝﻭﺴﺎﺌل ﺍﻝﺤﺩﻴﺜﺔ ﻨﻅﺭﺍ ﻝﺠﺩﺓ ﺍﺴﺘﺨﺩﺍﻤﻬﻤﺎ ﻭﺘﻭﻅﻴﻔﻬﻤﺎ ﻓﻲ ﻤﺠﺎل ﺍﻹﻋﻼﻥ‪ ،‬ﻜﻤـﺎ‬
‫ﺍﻨﻬﻤﺎ ﻴﻌﺘﺒﺭﺍﻥ ﻤﻥ ﺃﺨﺭ ﺍﻝﻭﺴﺎﺌل ﻅﻬﻭﺭﺍ‪ ،‬ﺤﻴﺙ ﻝﻡ ﺘﻅﻬﺭ ﻓﻲ ﺍﻝﺴﺎﺤﺔ ﺍﻹﻋﻼﻨﻴـﺔ‬
‫ﻭﺴﺎﺌل ﺇﻋﻼﻨﻴﺔ ﺃﺨﺭﻯ ﺒﻌﺩﻫﻤﺎ‪ ،‬ﻭﺒﺎﻝﺘﺎﻝﻲ ﻓﺈﻨﻪ ﻭﺤﺘـﻰ ﺍﻷﻥ ﻴﻌﺘﺒـﺭ ﻜـل ﻤـﻥ‬
‫ﺍﻻﻨﺘﺭﻨﺕ ﻭﺍﻝﻬﺎﺘﻑ ﺍﻝﻤﺤﻤﻭل ﺃﺤﺩﺙ ﻭﺴﻴﻠﺘﻲ ﺇﻋﻼﻥ ﻴﺘﻡ ﺍﺴﺘﺨﺩﺍﻤﻬﻤﺎ ﻋﻠﻰ ﻨﻁﺎﻕ‬
‫ﻭﺍﺴﻊ‪.‬‬
‫ﻭﺴﻨﻔﺼل ﻓﻲ ﻫﺫﺍ ﺍﻝﻤﺒﺤﺙ ﻝﻜل ﻤﻨﻬﻤﺎ‪ ،‬ﻭﺫﻝﻙ ﻜﺎﻝﺘﺎﻝﻲ‪:‬‬

‫ﺃﻭﻻ‪:‬ﺍﻹﻋﻼﻥ ﻓﻲ ﺸﺒﻜﺔ ﺍﻝﻤﻌﻠﻭﻤﺎﺕ ﺍﻝﺩﻭﻝﻴﺔ "ﺍﻻﻨﺘﺭﻨﺕ"‪:‬‬

‫ﺘﻤﺜل ﺸﺒﻜﺔ ﺍﻝﻤﻌﻠﻭﻤﺎﺕ ﺍﻝﺩﻭﻝﻴﺔ "ﺍﻻﻨﺘﺭﻨﺕ" ﺃﺤﺩﺙ ﻭﺴﺎﺌل ﺍﻹﻋﻼﻥ‪ ،‬ﻓﻬﻲ‬
‫ﻭﺴﻴﻠﺔ ﺠﺩﻴﺩﺓ ﻤﻘﺎﺭﻨﺔ ﺒﺎﻝﻭﺴﺎﺌل ﺍﻻﺨﺭﻯ ﺍﻝﻤﻌﺭﻭﻓﺔ ﻤﻥ ﻗﺒل‪ ،‬ﻜﺎﻝﺼﺤﺎﻓﺔ ﻭﺍﻝﺴﻴﻨﻤﺎ‬
‫ﻭﺍﻝﺭﺍﺩﻴﻭ ﻭﺍﻝﺘﻠﻔﺯﻴﻭﻥ‪ ..‬ﺍﻝﺦ‪ ..‬ﻭﺘﻌﺘﺒﺭ ﻫﺫﻩ ﺍﻝﻭﺴـﻴﻠﺔ ﺍﻝﺤﺩﻴﺜـﺔ ﻨﺘﺎﺠـﹰﺎ ﻝﺜـﻭﺭﺓ‬
‫ﺍﻝﻤﻌﻠﻭﻤﺎﺕ ﺍﻝﻬﺎﺌﻠﺔ ﺍﻝﺘﻲ ﺸﻬﺩﻫﺎ ﺍﻝﻌﺎﻝﻡ ﻤﻨﺫ ﺃﻭﺍﺨﺭ ﺍﻝﻘﺭﻥ ﺍﻝﻌﺸﺭﻴﻥ‪ ،‬ﺒـل ﻴﻤﻜـﻥ‬
‫ﺍﻝﻘﻭل ﺍﻥ ﺍﻻﻨﺘﺭﻨﺕ ﻴﻤﺜل ﺃﻫﻡ ﻤﻅﺎﻫﺭ ﺍﻝﺜﻭﺭﺓ ﺍﻝﻤﻌﻠﻭﻤﺎﺘﻴﺔ‪.‬‬
‫ﻭﻗﺩ ﺍﺩﺨﻠﺕ ﺍﻻﻨﺘﺭﻨﺕ ﺸﻜﻼﹰ ﺠﺩﻴﺩﹰﺍ ﻝﻺﻋﻼﻥ‪ ،‬ﻴﻘﻭﻡ ﻋﻠـﻰ ﺘﻘـﺩﻴﻡ ﺨﺩﻤـﺔ‬
‫ﺨﺎﺼﺔ ﻝﻠﻌﻤﻼﺀ ﺘﺒﻌﹰﺎ ﻻﺫﻭﺍﻗﻬﻡ‪ ،‬ﻭﺒﻨﺴﺒﺔ ﺘﻜﺎﻝﻴﻑ ﺃﻗل ﻤﻥ ﺍﻝﻁﺭﻕ ﺍﻝﺘﻘﻠﻴﺩﻴﺔ‪ ،‬ﻭﻴﻤﻜﻥ‬
‫ﺍﺴﺘﻌﻤﺎل ﻁﺭﻕ ﻤﺘﻌﺩﺩﺓ ﻓﻲ ﻋﻤﻠﻴﺔ ﺘﻭﺯﻴﻊ ﺍﻹﻋﻼﻨﺎﺕ‪ ،‬ﻭﻗﺩ ﺍﻨﺨﺭﻁ ﺍﻝﻌﺩﻴـﺩ ﻤـﻥ‬
‫ﺭﺠﺎل ﺍﻻﻋﻤﺎل ﻭﻭﻜﺎﻻﺕ ﺍﻹﻋﻼﻥ ﻝﺘﻌﻠﻡ ﻜﻴﻔﻴﺔ ﺍﻻﺘﺼﺎل ﺒﺼﻭﺭﺓ ﻤﺒﺎﺸـﺭﺓ ﻤـﻊ‬
‫‪Copyright © 2017.‬‬
‫‪copyright law.‬‬

‫‪-٢٦٥-‬‬

‫‪EBSCO Publishing : eBook Arabic Collection Trial - printed on 4/4/2020 5:48 PM via MINISTÈRE DE L''EDUCATION‬‬
‫‪NATIONALE, DE LA FORMATION PROFESSIONNELLE‬‬
‫; ‪AN: 1945112‬‬ ‫;‪.‬‬
‫‪Account: ns063387‬‬
‫‪. All rights reserved. May not be reproduced in any form without permission from the publisher, except fair uses permitted under U.S. or applicable‬‬

‫ﺍﻝﻤﺴﺘﻬﻠﻙ‪ ،‬ﻭﻜﻴﻑ ﻴﻤﻜﻥ ﻝﺼﺎﺤﺏ ﺍﻝﺸﺄﻥ ﺍﺴﺘﺨﺩﺍﻡ ﺍﻝﺒﺭﻴﺩ ﺍﻻﻝﻜﺘﺭﻭﻨـﻲ ﺒﺼـﻭﺭﺓ‬

‫ﻓﻌﻠﻴﺔ ﻝﻼﺘﺼﺎل ﺒﻤﺸﺘﺭﻜﻲ ﺍﻻﻨﺘﺭﻨﺕ)‪.(٤٥‬‬
‫ﻭﻗﺩ ﺍﺴﺘﻁﺎﻋﺕ ﺍﻝﻤﺅﺴﺴﺎﺕ ﻭﺍﻝﺸﺭﻜﺎﺕ ﺍﻝﺘﺠﺎﺭﻴﺔ ﺍﻝﻜﺒﺭﻯ ﺍﻥ ﺘﺤﺠﺯ ﻝﻬـﺎ‬
‫ﻤﻭﺍﻗﻊ ﻋﻠﻰ ﺸﺒﻜﺔ ﺍﻝﻤﻌﻠﻭﻤﺎﺕ ﺍﻝﺩﻭﻝﻴﺔ‪ ،‬ﺘﻘﺩﻡ ﻤﻥ ﺨﻼﻝﻬﺎ ﻝﻠﺯﺍﺌﺭﻴﻥ ﻜل ﺍﻝﻤﻌﻠﻭﻤﺎﺕ‬
‫ﺍﻝﻤﺘﻌﻠﻘﺔ ﺒﻬﺎ‪ ،‬ﻭﺍﻝﻤﺘﻤﺜﻠﺔ ﻓﻲ ﻤﻨﺘﺠﺎﺘﻬـﺎ ﻭﻤﻨﺎﺸـﻁﻬﺎ‪ ،‬ﻭﺨﻁﻁﻬـﺎ ﺍﻝﺘﻁﻭﻴﺭﻴـﺔ‪،‬‬
‫ﻭﻓﺭﻭﻋﻬﺎ‪ ،‬ﻭﻜﻴﻔﻴﺔ ﺍﻝﻭﺼﻭل ﺍﻝﻴﻬﺎ‪ ،‬ﻭﻤﺎ ﺇﻝﻰ ﺫﻝﻙ ﻤﻥ ﻤﻌﻠﻭﻤـﺎﺕ ﺘﻘﺭﺒﻬـﺎ ﻤـﻥ‬
‫ﺍﻝﻤﺴﺘﻬﻠﻙ‪ ،‬ﻭﺘﺩﻋﻡ ﻤﻜﺎﻨﺘﻬﺎ ﻭﻤﻭﻗﻌﻬﺎ ﻓﻲ ﺍﻝﺴﻭﻕ‪.‬‬
‫ﻭﺍﺴﺘﻁﺎﻋﺕ ﺍﻹﻋﻼﻨﺎﺕ ﺍﻥ ﺘﻐﺯﻭ ﺸﺒﻜﺔ ﺍﻝﻤﻌﻠﻭﻤﺎﺕ ﺍﻝﺩﻭﻝﻴـﺔ ﻓـﻲ ﻓﺘـﺭﺓ‬
‫ﻗﻴﺎﺴﻴﺔ‪ ،‬ﺤﻴﺙ ﻻ ﻴﻜﺎﺩ ﻴﺨﻠﻭ ﻤﻭﻗﻊ ﻤﻥ ﺘﻠﻙ ﺍﻹﻋﻼﻨﺎﺕ ﺍﻝﻤﺘﻨﻭﻋﺔ ﺤـﻭل ﺍﻝﺴـﻠﻊ‬
‫ﻭﺍﻝﺨﺩﻤﺎﺕ ﺍﻝﻤﺨﺘﻠﻔﺔ‪ ،‬ﻫﺫﺍ ﺒﺎﻻﻀﺎﻓﺔ ﻁﺒﻌﹰﺎ ﺇﻝﻰ ﺍﻝﻤﻭﺍﻗﻊ ﺍﻹﻋﻼﻨﻴﺔ ﺍﻝﻤﺘﺨﺼﺼـﺔ‪،‬‬
‫ﻭﺴﺎﻫﻡ ﻜل ﺫﻝﻙ ﻓﻲ ﺍﻥ ﺘﺘﺤﻭل ﺘﻠﻙ ﺍﻝﺸﺒﻜﺔ ﺇﻝﻰ ﺴﻭﻕ ﻜﺒﻴﺭ ﺘﺘﻡ ﻋﺒﺭﻩ ﺼـﻔﻘﺎﺕ‬
‫ﺍﻝﺒﻴﻊ ﻭﺍﻝﺸﺭﺍﺀ ﻭﺘﺤﻭﻴل ﺍﻷﻤﻭﺍل ﻋﺒﺭ ﺍﻝﻌﺎﻝﻡ‪ ،‬ﻭﺫﻝﻙ ﻝﻼﻓﺭﺍﺩ ﻭﺍﻝﺸـﺭﻜﺎﺕ ﻋﻠـﻰ‬
‫ﺍﻝﺴﻭﺍﺀ‪ ،‬ﻭﺍﻥ ﻜﺎﻨﺕ ﺒﻌﺽ ﻫﺫﻩ ﺍﻻﺴﺘﺨﺩﺍﻤﺎﺕ ﻻﺯﺍﻝﺕ ﻗﺎﺼﺭﺓ ﻋﻠﻰ ﺩﻭل ﺒﻌﻴﻨﻬـﺎ‬
‫ﻻﺴﺒﺎﺏ ﺘﺘﻌﻠﻕ ﺃﺴﺎﺴﹰﺎ ﺒﺎﻝﻔﺠﻭﺓ ﺍﻝﻤﻌﻠﻭﻤﺎﺘﻴﺔ ﺒﻴﻥ ﺍﻝﺩﻭل ﺍﻝﻤﺘﻘﺩﻤﺔ‪ ،‬ﻭﺍﻝﺩﻭل ﺍﻝﻤﺘﺨﻠﻔﺔ‪.‬‬
‫ﻭﻓﻲ ﺍﻁﺎﺭ ﺍﻻﻜﺘﺴﺎﺡ ﺍﻝﻜﺒﻴﺭ ﻤﻥ ﻗﺒل ﺍﻹﻋﻼﻥ ﻝﺸﺒﻜﺔ ﺍﻝﻤﻌﻠﻭﻤﺎﺕ ﺍﻝﺩﻭﻝﻴـﺔ‬
‫ﺫﻜﺭﺕ ﻭﻜﺎﻝﺔ ﺍﻨﺒﺎﺀ "ﺍﺴﻭﺸﻴﺘﺩﺒﺭﺱ" ﺍﻻﻤﺭﻴﻜﻴﺔ‪ ،‬ﻭﻫﻲ ﺍﺤﺩﻯ ﻭﻜـﺎﻻﺕ ﺍﻷﻨﺒـﺎﺀ‬
‫ﺍﻝﻌﺎﻝﻤﻴﺔ‪ ،‬ﺃﻨﻬﺎ ﺼﺎﺭﺕ ﺘﺭﺴل ‪ ٢٩٠٠٠‬ﺇﻋﻼﻨﹰﺎ ﺸﻬﺭﻴﹰﺎ ﻋﺒﺭ ﺍﻻﻨﺘﺭﻨـﺕ‪ ،‬ﻭﺒـﺫﻝﻙ‬
‫ﺘﻜﻭﻥ ﺍﻝﺤﻭﺍﺠﺯ ﻗﺩ ﺴﻘﻁﺕ ﺃﻤﺎﻡ ﻋﺼﺭ ﺍﻝﺘﻭﺯﻴﻊ ﺍﻝﺭﻗﻤﻲ ﻝﻺﻋﻼﻨﺎﺕ)‪.(٤٦‬‬
‫ﻭﻓﻲ ﻅل ﺍﻝﺘﻁﻭﺭ ﺍﻝﻤﺴﺘﻤﺭ ﺍﻝﺫﻱ ﺘﺸﻬﺩﻩ ﺸﺒﻜﺔ ﺍﻝﻤﻌﻠﻭﻤﺎﺕ ﺍﻝﺩﻭﻝﻴﺔ‪ ،‬ﻭﺍﺘﺴﺎﻉ‬
‫ﺘﻐﻁﻴﺘﻬﺎ ﻝﻤﻨﺎﻁﻕ ﺠﺩﻴﺩﺓ ﻓﻲ ﺍﻝﻌﺎﻝﻡ ﻤﻤﺎ ﻗﺩ ﻴﺅﺩﻱ ﺇﻝﻰ ﺍﻨﺨﻔﺎﺽ ﺘﻜﻠﻔﺔ ﺍﺴـﺘﺨﺩﺍﻤﻬﺎ‬
‫ﻓﺈﻥ ﺃﻓﺎﻗﹰﺎ ﺠﺩﻴﺩﺓ ﺴﺘﻔﺘﺢ ﺃﻤﺎﻡ ﻫﺫﻩ ﺍﻝﻭﺴﻴﻠﺔ ﻤﻤﺎ ﻗﺩ ﻴﺠﻌﻠﻬﺎ ﻓﻲ ﺍﻝﻤﺴﺘﻘﺒل ﺍﻝﻤﻨﻅـﻭﺭ‬
‫ﺍﻝﻭﺴﻴﻠﺔ ﺍﻹﻋﻼﻨﻴﺔ ﺭﺒﻤﺎ ﺍﻷﻫﻡ ﻋﻠﻰ ﺼﻌﻴﺩ ﺍﻝﻭﺴﺎﺌل ﺍﻹﻋﻼﻨﻴﺔ ﺍﻝﻤﺨﺘﻠﻔﺔ‪ ،‬ﺩﻭﻥ ﺍﻥ‬
‫ﻴﻌﻨﻲ ﺫﻝﻙ ﺍﺒﺩﹰﺍ ﺍﻨﺤﺴﺎﺭ ﺃﻭ ﺘﺭﺍﺠﻊ ﺒﻘﻴﺔ ﺍﻝﻭﺴﺎﺌل‪ ،‬ﺍﺫ ﺍﻥ ﻝﻜل ﻭﺴﻴﻠﺔ ﺠﻤﻬﻭﺭﻫـﺎ‬
‫‪Copyright © 2017.‬‬
‫‪copyright law.‬‬

‫‪-٢٦٦-‬‬

‫‪EBSCO Publishing : eBook Arabic Collection Trial - printed on 4/4/2020 5:48 PM via MINISTÈRE DE L''EDUCATION‬‬
‫‪NATIONALE, DE LA FORMATION PROFESSIONNELLE‬‬
‫; ‪AN: 1945112‬‬ ‫;‪.‬‬
‫‪Account: ns063387‬‬
‫‪. All rights reserved. May not be reproduced in any form without permission from the publisher, except fair uses permitted under U.S. or applicable‬‬

‫ﺍﻝﺫﻱ ﻴﻔﻀﻠﻬﺎ ﻋﻥ ﻏﻴﺭﻫﺎ ﻤﻥ ﺍﻝﻭﺴﺎﺌل‪ ،‬ﻭﺒﺎﻝﺘﺎﻝﻲ ﻓﻤﻥ ﻏﻴﺭ ﺍﻝﻤﺘﻭﻗﻊ ﺍﻥ ﻴﺘﺨﻠـﻰ‬

‫ﺠﻤﻬﻭﺭ ﻤﻌﻴﻥ ﻋﻥ ﻭﺴﻴﻠﺘﻪ ﺍﻝﻤﻔﻀﻠﺔ‪ ،‬ﻝﻜﻥ ﺍﻝﻤﺘﻭﻗﻊ ﻫﻭ ﺍﻥ ﺘﻜﺜـﻑ ﺍﻝﻤﺅﺴﺴـﺎﺕ‬
‫ﻭﺍﻝﺸﺭﻜﺎﺕ ﺍﻝﻤﻌﻠﻨﺔ ﻤﻥ ﺇﻋﻼﻨﺎﺘﻬﺎ ﻝﺘﻐﻁﻲ ﻜﺎﻓﺔ ﺍﻝﻭﺴﺎﺌل‪ ،‬ﺍﻝﺘﻘﻠﻴﺩﻴﺔ ﻤﻨﻬﺎ ﻭﺍﻝﺤﺩﻴﺜﺔ‪.‬‬
‫ﻭﺍﻷﻤﺭ ﻫﻨﺎ ﻴﺘﻌﻠﻕ ﺒﺎﻻﻨﻔﺎﻕ ﺍﻹﻋﻼﻨﻲ ﻭﺍﻝﻤﺨﺼﺼﺎﺕ ﺍﻹﻋﻼﻨﻴـﺔ‪ ،‬ﻭﻫـﻲ‬
‫ﻗﻀﺎﻴﺎ ﺘﺭﺘﺒﻁ ﺒﺎﻷﺴﺎﺱ ﺒﺎﻻﺴﺘﻬﻼﻙ ﻭﺍﺘﺴﺎﻉ ﺍﻻﺴﻭﺍﻕ‪ ،‬ﻭﺘﺭﺍﺠﻊ ﻓﺎﻋﻠﻴﺔ ﺤـﻭﺍﺠﺯ‬
‫ﺍﻨﺘﻘﺎل ﻭﺘﺒﺎﺩل ﺍﻝﺴﻠﻊ ﻭﺍﻝﺨﺩﻤﺎﺕ ﺒﻴﻥ ﺍﻝﺩﻭل‪.‬‬
‫ﻭﻻ ﺸﻙ ﺃﻥ ﻫﻨﺎﻙ ﻤﺠﻤﻭﻋﺔ ﻤﻥ ﺍﻝﻌﻭﺍﻤل ﺍﻝﺩﻭﻝﻴﺔ ﺍﻝﺘﻲ ﺘﺩﻓﻊ ﺒﻘﻭﺓ ﻓﻲ ﻫﺫﺍ‬
‫ﺍﻻﺘﺠﺎﻩ‪ ،‬ﻜﺎﺘﻔﺎﻗﻴﺔ ﺍﻝﺘﺠﺎﺭﺓ ﺍﻝﻌﺎﻝﻤﻴﺔ‪ ،‬ﻭﻅﺎﻫﺭﺓ ﺍﻝﻌﻭﻝﻤﺔ ﻓﻲ ﺘﺠﻠﻴﺎﺘﻬـﺎ ﺍﻝﻤﺨﺘﻠﻔـﺔ‪،‬‬
‫ﻭﺒﺎﻝﺘﺎﻝﻲ ﻓﺈﻨﻨﻲ ﻻ ﺃﻤﻴل ﻝﻠﺭﺃﻱ ﺍﻝﺫﻱ ﻴﻌﺘﻘﺩ ﺍﻥ ﺍﻻﻨﺘﺭﻨﺕ ﺴﻭﻑ ﻴﺴـﺤﺏ ﺒﺴـﺎﻁ‬
‫ﺍﻹﻋﻼﻨﺎﺕ ﻤﻥ ﺍﻝﻭﺴﺎﺌل ﺍﻷﺨﺭﻯ‪ ،‬ﺒل ﺃﺫﻫﺏ ﺇﻝﻰ ﺍﻻﻋﺘﻘﺎﺩ ﺇﻝﻰ ﺃﻥ ﺍﻝﻤﻌﻠﻨﻴﻥ ﺴﻭﻑ‬
‫ﻴﺨﺼﺼﻭﻥ ﺍﻝﻤﺯﻴﺩ ﻤﻥ ﺍﻝﺠﻬﻭﺩ ﻭﺍﻷﻤﻭﺍل ﻤﻥ ﺃﺠل ﺘﻐﻁﻴﺔ ﺇﻋﻼﻨﻴﺔ ﺍﺸﻤل ﻭﺍﻭﺴﻊ‬
‫ﺘﺼل ﺇﻝﻰ ﻜل ﺍﻝﻭﺴﺎﺌل‪.‬‬

‫ﻤﺯﺍﻴﺎ ﺍﻹﻋﻼﻥ ﻓﻲ ﺸﺒﻜﺔ ﺍﻝﻤﻌﻠﻭﻤﺎﺕ ﺍﻝﺩﻭﻝﻴﺔ‪:‬‬

‫ﺘﺘﻤﺘﻊ ﺸﻜﺔ ﺍﻝﻤﻌﻠﻭﻤﺎﺕ ﺍﻝﺩﻭﻝﻴﺔ " ﺍﻻﻨﺘﺭﻨﺕ" ﺒﻌﺩﺩ ﻤـﻥ ﺍﻝﻤﺯﺍﻴـﺎ‪ ،‬ﻭﺫﻝـﻙ‬
‫ﻜﺎﻝﺘﺎﻝﻲ‪:‬‬
‫‪ ١‬ـ ﺍﻝﺘﻐﻁﻴﺔ ﺍﻝﻭﺍﺴﻌﺔ ﺍﻝﺘﻲ ﺘﺘﻴﺤﻬﺎ ﻫﺫﻩ ﺍﻝﺸﺒﻜﺔ ﻝﻠﻤﻌﻠﻨﻴﻥ‪ ،‬ﺤﻴـﺙ ﺘﺼـل‬
‫ﺘﻐﻁﻴﺘﻬﺎ ﺇﻝﻰ ﻜﺎﻓﺔ ﺃﻨﺤﺎﺀ ﺍﻝﻤﻌﻤﻭﺭﺓ‪ ،‬ﻭﺒﺎﻝﺘﺎﻝﻲ ﻓﺈﻥ ﺍﻻﻨﺘﺭﻨﺕ ﻴﻭﻓﺭ ﺠﻤﻬﻭﺭﹰﺍ ﺩﻭﻝﻴﹰﺎ‬
‫ﻋﺭﻴﻀﹰﺎ ﻝﻠﻤﻌﻠﻨﻴﻥ ﻴﻤﻜﻨﻬﻡ ﻤﻥ ﺘﺤﻘﻴﻕ ﺍﺨﺘﺭﺍﻕ ﻋﺎﻝﻲ ﺍﻝﻤﺴﺘﻭﻯ ﻝﻼﺴﻭﺍﻕ ﺍﻝﺩﻭﻝﻴﺔ‪،‬‬
‫ﻭﺍﻝﻭﺼﻭل ﺇﻝﻰ ﻤﺴﺘﻬﻠﻜﻴﻥ ﺤﺎﻝﻴﻴﻥ ﺃﻭ ﻤﺭﺘﻘﺒﻴﻥ‪.‬‬
‫‪ ٢‬ـ ﺘﺘﻴﺢ ﺸﺒﻜﺔ ﺍﻝﻤﻌﻠﻭﻤﺎﺕ ﺍﻝﺩﻭﻝﻴﺔ ﻝﻭﺴـﺎﺌل ﺍﻻﺘﺼـﺎل ﺍﻝﺠﻤﺎﻫﻴﺭﻴـﺔ‬
‫ﺍﻷﺨﺭﻯ‪ ،‬ﻜﺎﻝﺼﺤﻑ ﻭﺍﻝﺭﺍﺩﻴﻭ ﻭﺍﻝﺘﻠﻔﺯﻴﻭﻥ ﺃﻤﻜﺎﻨﻴﺔ ﻭﺼﻭل ﻋﺎﻝﻴﺔ‪ ،‬ﺤﻴﺙ ﺒﺎﻤﻜﺎﻥ‬
‫ﻤﺴﺘﺨﺩﻤﻲ ﺍﻻﻨﺘﺭﻨﺕ ﻤﻁﺎﻝﻌﺔ ﺍﻝﺼﺤﻑ‪ ،‬ﻭﺍﻻﺴﺘﻤﺎﻉ ﺇﻝـﻰ ﺍﻝﺭﺍﺩﻴـﻭ‪ ،‬ﻭﻤﺘﺎﺒﻌـﺔ‬
‫‪Copyright © 2017.‬‬
‫‪copyright law.‬‬

‫‪-٢٦٧-‬‬

‫‪EBSCO Publishing : eBook Arabic Collection Trial - printed on 4/4/2020 5:48 PM via MINISTÈRE DE L''EDUCATION‬‬
‫‪NATIONALE, DE LA FORMATION PROFESSIONNELLE‬‬
‫; ‪AN: 1945112‬‬ ‫;‪.‬‬
‫‪Account: ns063387‬‬
‫‪. All rights reserved. May not be reproduced in any form without permission from the publisher, except fair uses permitted under U.S. or applicable‬‬

‫ﺍﻝﻘﻨﻭﺍﺕ ﺍﻝﺘﻠﻔﺯﻴﻭﻨﻴﺔ ﻓﻲ ﺫﺍﺕ ﺍﻝﻭﻗﺕ‪ ،‬ﻤﻤﺎ ﻴﻌﻨﻲ ﺃﻥ ﻜل ﺍﻹﻋﻼﻨﺎﺕ ﺍﻝﻤﻘﺩﻤﺔ ﻋﺒﺭ‬

‫ﻫﺫﻩ ﺍﻝﻭﺴﺎﺌل ﻴﺼﻴﺭ ﺒﺎﻻﻤﻜﺎﻥ ﺍﻻﻁﻼﻉ ﻋﻠﻴﻬﺎ ﻭﻤﺘﺎﺒﻌﺘﻬﺎ ﻤﻥ ﺨﻼل ﻭﺴﻴﻠﺔ ﻭﺍﺤﺩﺓ‬
‫ﺘﺠﻤﻌﻬﺎ ﻫﻲ ﺍﻻﻨﺘﺭﻨﺕ‪.‬‬
‫‪ ٣‬ـ ﻴﺴﺘﻁﻴﻊ ﻤﺴﺘﺨﺩﻡ ﺸﺒﻜﺔ ﺍﻝﻤﻌﻠﻭﻤﺎﺕ ﺍﻝﺩﻭﻝﻴﺔ ﺍﻥ ﻴﺘﻤﻊ ﺠﻴﺩﹰﺍ ﺒﺎﻹﻋﻼﻥ‪،‬‬
‫ﻭﻴﺄﺨﺫ ﺍﻝﻭﻗﺕ ﺍﻝﺫﻱ ﻴﺭﻴﺩﻩ‪ ،‬ﻭﻴﺴﺘﻁﻴﻊ ﻤﺘﻰ ﺸﺎﺀ ﺍﻝﺭﺠﻭﻉ ﻝﻺﻋﻼﻥ‪ ،‬ﺘﻤﺎﻤﹰﺎ ﻜﻤﺎ ﻓﻲ‬
‫ﺍﻝﺼﺤﻑ‪ ،‬ﺇﻻ ﺃﻨﻪ ﻴﻤﺘﺎﺯ ﻋﻠﻴﻬﺎ ﺒﻅﻬﻭﺭﻩ ﻤﺠﺴﻤﹰﺎ ﺒﺎﻻﻝﻭﺍﻥ ﻭﺍﻝﺤﺭﻜﺔ ﻭﺍﻝﺼﻭﺕ)‪.(٤٧‬‬
‫‪ ٤‬ـ ﻴﻌﺘﺒﺭ ﺍﻻﻨﺘﺭﻨﺕ ﻭﺴﻴﻠﺔ ﺇﻋﻼﻨﻴﺔ ﻤﻨﺨﻔﻀﺔ ﺍﻝﺘﻜﺎﻝﻴﻑ ﻤﻘﺎﺭﻨﺔ ﺒـﺒﻌﺽ‬
‫ﺍﻝﻭﺴﺎﺌل ﺍﻹﻋﻼﻨﻴﺔ ﺍﻷﺨﺭﻯ‪.‬‬
‫‪ ٥‬ـ ﻴﻌﺩ ﺍﻻﻨﺘﺭﻨﺕ ﻭﺴﻴﻠﺔ ﺇﻋﻼﻨﻴﺔ ﺴﺭﻴﻌﺔ‪ ،‬ﻓﻤﺎ ﺃﻥ ﻴﺘﻡ ﻭﻀﻊ ﺍﻹﻋـﻼﻥ‬
‫ﻋﻠﻰ ﺍﻝﺸﺒﻜﺔ ﺤﺘﻰ ﻴﺼل ﺇﻝﻰ ﺃﻤﺎﻜﻥ ﻤﺘﺒﺎﻋﺩﺓ ﺒﺴﺭﻋﺔ ﻓﺎﺌﻘﺔ‪.‬‬
‫‪ ٦‬ـ ﺍﻤﻜﺎﻨﻴﺔ ﺘﻌﺩﻴل ﺍﻝﺭﺴﺎﻝﺔ ﺍﻹﻋﻼﻨﻴﺔ ﻤﻥ ﻗﺒل ﺍﻝﻤﻌﻠﻥ ﺒﺴـﻬﻭﻝﺔ ﻭﻴﺴـﺭ‬
‫ﻤﺘﻰ ﺭﺃﻯ ﺍﻥ ﻫﻨﺎﻙ ﺤﺎﺠﺔ ﺇﻝﻰ ﺫﻝﻙ‪.‬‬
‫‪ ٧‬ـ ﻴﻭﻓﺭ ﺍﻹﻋﻼﻥ ﻓﻲ ﺍﻻﻨﺘﺭﻨـﺕ ﺨﺎﺼـﻴﺔ ﺍﻝﺘﻔﺎﻋـل ﺒـﻴﻥ ﺍﻝﻤﻌﻠـﻥ‬
‫ﻭﺍﻝﻤﺴﺘﻬﻠﻙ‪.‬‬
‫‪ ٨‬ـ ﺍﻝﻤﺴﺘﺨﺩﻡ ﻓﻲ ﺍﻻﻨﺘﺭﻨﺕ ﻫﻭ ﺍﻝﺫﻱ ﻴﺒﺤـﺙ ﻋـﻥ ﺍﻝﺘﻔﺎﺼـﻴل ﺍﻝﺘـﻲ‬
‫ﻴﺘﻀﻤﻨﻬﺎ ﺍﻹﻋﻼﻥ‪ ،‬ﻭﻋﻥ ﺍﻝﻤﻌﻠﻭﻤﺎﺕ ﺍﻝﺘﻲ ﻴﺤﺘﻭﻴﻬﺎ ﻤﻥ ﺨﻼل ﻨﻘﺭﻩ ﻋﻠﻰ ﺍﻹﻋﻼﻥ‬
‫ﺍﻝﻅﺎﻫﺭ ﺃﻤﺎﻤﻪ ﻋﻠﻰ ﺍﻝﺸﺎﺸﺔ‪ ،‬ﺃﻱ ﺃﻥ ﻋﻤﻠﻴﺔ ﺍﻝﺘﻌﺭﺽ ﺘﺘﻡ ﻭﻓﻕ ﺍﺭﺍﺩﺘﻪ ﻭﺒﺎﺨﺘﻴﺎﺭﻩ‪،‬‬
‫ﻋﻠﻰ ﻋﻜﺱ ﺒﻌﺽ ﺍﻝﻭﺴﺎﺌل ﺍﻷﺨﺭﻯ ﺍﻝﺘﻲ ﻴﺤﺎﻭل ﻓﻴﻬﺎ ﺍﻹﻋﻼﻥ ﺍﻥ ﻴﻔﺭﺽ ﻨﻔﺴﻪ‬
‫ﻋﻠﻰ ﺍﻝﻤﺘﻠﻘﻲ‪.‬‬

‫ﻋﻴﻭﺏ ﺍﻹﻋﻼﻥ ﻓﻲ ﺸﺒﻜﺔ ﺍﻝﻤﻌﻠﻭﻤﺎﺕ ﺍﻝﺩﻭﻝﻴﺔ‪:‬‬

‫ﻋﻠﻰ ﺍﻝﺭﻏﻡ ﻤﻥ ﺍﻝﻤﺯﺍﻴﺎ ﺍﻝﻜﺒﻴﺭﺓ ﺍﻝﺘﻲ ﺘﻭﻓﺭﻫﺎ ﺸﺒﻜﺔ ﺍﻝﻤﻌﻠﻭﻤـﺎﺕ ﺍﻝﺩﻭﻝﻴـﺔ‬
‫ﻝﻠﻤﻌﻠﻨﻴﻥ‪ ،‬ﺇﻻ ﺃﻥ ﻫﻨﺎﻙ ﺒﻌﺽ ﺍﻝﻌﻴﻭﺏ ﺍﻝﻤﺘﻌﻠﻘﺔ ﺒﻬﺫﻩ ﺍﻝﻭﺴـﻴﻠﺔ‪ ،‬ﻭﺍﻝﺘـﻲ ﻴﻤﻜـﻥ‬
‫ﺤﺼﺭﻫﺎ ﻓﻲ ﺍﻵﺘﻲ‪:‬‬
‫‪Copyright © 2017.‬‬
‫‪copyright law.‬‬

‫‪-٢٦٨-‬‬

‫‪EBSCO Publishing : eBook Arabic Collection Trial - printed on 4/4/2020 5:48 PM via MINISTÈRE DE L''EDUCATION‬‬
‫‪NATIONALE, DE LA FORMATION PROFESSIONNELLE‬‬
‫; ‪AN: 1945112‬‬ ‫;‪.‬‬
‫‪Account: ns063387‬‬
‫‪. All rights reserved. May not be reproduced in any form without permission from the publisher, except fair uses permitted under U.S. or applicable‬‬

‫ﻻ ﻭﺍﻨﺘﺸﺎﺭﹰﺍ ﺒﻴﻥ ﺍﻝﻨﺎﺱ ﻤﻘﺎﺭﻨﺔ ﺒﺎﻝﺘﻠﻔﺯﻴﻭﻥ‪،‬‬

‫‪ ١‬ـ ﻤﺎﺯﺍل ﺍﻻﻨﺘﺭﻨﺕ ﺃﻗل ﺘﺩﺍﻭ ﹰ‬
‫ﺃﻭ ﺍﻝﺼﺤﻑ‪ ،‬ﺨﺎﺼﺔ ﻓﻲ ﺒﻠﺩﺍﻥ ﺍﻝﻌﺎﻝﻡ ﺍﻝﺜﺎﻝﺙ‪.‬‬
‫‪ ٢‬ـ ﻴﺘﻁﻠﺏ ﺍﻻﻨﺘﺭﻨﺕ ﻀﺭﻭﺭﺓ ﻤﻌﺭﻓﺔ ﺍﻝﻜﺘﺎﺒﺔ ﻭﺍﻝﻘﺭﺍﺀﺓ‪ ،‬ﻭﺫﻝﻙ ﺒﻌﻜـﺱ‬
‫ﺍﻝﺘﻠﻔﺯﻴﻭﻥ ﻭﺍﻝﺭﺍﺩﻴﻭ‪.‬‬
‫‪ ٣‬ـ ﺘﻜﻠﻔﺔ ﺍﻻﺸﺘﺭﺍﻙ ﻓﻲ ﺍﻻﻨﺘﺭﻨﺕ‪ ،‬ﻭﺍﻝﺩﺨﻭل ﺇﻝﻴـﻪ ﻻﺯﺍﻝـﺕ ﻤﻜﻠﻔـﺔ‪،‬‬
‫ﻭﻝﻴﺴﺕ ﻓﻲ ﻤﺘﻨﺎﻭل ﻜل ﺍﻝﻨﺎﺱ‪.‬‬
‫‪ ٤‬ـ ﻴﻌﺩ ﺍﻻﻨﺘﺭﻨﺕ ﻭﺴﻴﻠﺔ ﺇﻋﻼﻨﻴﺔ ﻤﻨﺎﺴﺒﺔ ﻝﻠﺸﺭﻜﺎﺕ ﺍﻝﻜﺒﻴﺭﺓ ﻭﺍﻝﻭﺍﺴـﻌﺔ‬
‫ﺍﻻﻨﺘﺸﺎﺭ‪ ،‬ﺃﻤﺎ ﺍﻝﺸﺭﻜﺎﺕ ﺍﻝﺼﻐﻴﺭﺓ ﻭﺍﻝﻤﺤﻠﻴﺔ ﻭﺍﻝﺘﻲ ﺘﺘﻭﺠﻪ ﺇﻝﻰ ﺠﻤﻬﻭﺭ ﻨﻭﻋﻲ ﻓﻲ‬
‫ﻤﺴﺎﺤﺔ ﺠﻐﺭﺍﻓﻴﺔ ﻤﺤﺩﻭﺩﺓ‪ ،‬ﻓﺈﻥ ﺍﻻﻨﺘﺭﻨﺕ ﻻ ﺘﻌﺩ ﻭﺴﻴﻠﺔ ﺇﻋﻼﻨﻴﺔ ﻤﻨﺎﺴﺒﺔ ﻝﻪ‪.‬‬

‫ﺜﺎﻨﻴﺎ ‪ :‬ﺍﻹﻋﻼﻥ ﻤﻥ ﺨﻼل ﺍﻝﻬﺎﺘﻑ ﺍﻝﻤﺤﻤﻭل ‪:‬‬

‫ﻴﻌﺩ ﺍﻝﻬﺎﺘﻑ ﺍﻝﻤﺤﻭل ﻤﻥ ﺒﻴﻥ ﺃﺒﺭﺯ ﻤﻅﺎﻫﺭ ﺜﻭﺭﺓ ﺍﻻﺘﺼﺎﻻﺕ ﺍﻝﺘﻲ ﻴﻌﻴﺸﻬﺎ‬
‫ﺍﻝﻌﺎﻝﻡ ﻤﻨﺫ ﺃﻭﺍﺨﺭ ﺜﻤﺎﻨﻴﻨﻴﺎﺕ ﺍﻝﻘﺭﻥ ﺍﻝﻌﺸﺭﻴﻥ‪ ،‬ﻭﻫﻭ ﻴﺠﻲﺀ ﺍﻨﻌﻜﺎﺴﹰﺎ ﻝﻠﺘﻜﻨﻭﻝﻭﺠﻴـﺎ‬
‫ﺍﻝﻤﺘﻁﻭﺭﺓ ﺍﻝﺘﻲ ﺼﺎﺭﺕ ﺘﻜﺘﺴﺢ ﺤﻴﺎﺘﻨﺎ ﺍﻝﻴﻭﻤﻴﺔ‪ ،‬ﻭﺴﺭﻋﺎﻥ ﻤﺎ ﺸﻬﺩ ﺍﻝﻬﺎﺘﻑ ﺍﻝﻨﻘﺎل‬
‫ﺍﺘﺼﺎل ﻫﺎﺘﻔﻴﺔ ﺇﻝﻰ ﻭﺴﻴﻠﺔ ﺘـﺅﺩﻱ‬ ‫ﺘﻁﻭﺭﺍﺕ ﻤﺫﻫﻠﺔ ﺤﻭﻝﺘﻪ ﻤﻥ ﻤﺠﺭﺩ ﻭﺴﻴﻠﺔ‬
‫ﺍﻝﻌﺩﻴﺩ ﻤﻥ ﺍﻻﻏﺭﺽ ﻭﺍﻝﻤﻬﺎﻡ‪ ،‬ﻓﻘﺩ ﺘﺤﻭل ﻓﻲ ﺫﺍﺕ ﺍﻝﻭﻗﺕ ﺇﻝﻰ ﺁﻝﺔ ﺘﺼﻭﻴﺭ ﺜﺎﺒﺕ‬
‫"ﻓﻭﺘﻭﻏﺭﺍﻓﻲ"‪ ،‬ﻭﻤﺎﺭﺱ ﺍﻴﻀﹰﺎ ﺩﻭﺭﻩ ﻜﺂﻝﺔ ﺘﺼﻭﻴﺭ ﻤﺘﺤﺭﻙ "ﻓﻴﺩﻴﻭ"‪ ،‬ﻜﻤﺎ ﺘﺤـﻭل‬
‫ﺇﻝﻰ ﺃﺩﺍﺓ ﻻﺭﺴﺎل ﺍﻝﺭﺴﺎﺌل ﺍﻝﻨﺼﻴﺔ ﻭﺍﻝﻤﺼﻭﺭﺓ‪ ،‬ﻭﺍﺭﺴﺎل ﻤﻘﺎﻁﻊ ﺍﻝﻔﻴﺩﻴﻭ‪ ،‬ﻭﻅﻬﺭ‬
‫ﻓﻲ ﻭﻗﺕ ﻻﺤﻕ ﺠﻴل ﻤﺘﻘﺩﻡ ﻤﻥ ﺍﻝﻬﻭﺍﺘﻑ ﺍﻝﻨﻘﺎﻝﺔ ﺘﻅﻬـﺭ ﻤـﻥ ﺨﻼﻝـﻪ ﺼـﻭﺭﺓ‬
‫ﺍﻝﻤﺘﺼل ﻤﺘﺤﺭﻜﺔ ﻋﻠﻰ ﺍﻝﻬﻭﺍﺀ ﻤﺒﺎﺸﺭﺓ‪ ،‬ﻭﻝﻡ ﻴﺘﻭﻗﻑ ﺍﻝﺘﻁﻭﺭ ﻋﻨﺩ ﻫﺫﺍ ﺍﻝﺤﺩ ﺒـل‬
‫ﺍﺴﺘﺨﺩﻡ ﺍﻝﻬﺎﺘﻑ ﺍﻝﻨﻘﺎل ﺍﻴﻀﹰﺎ ﻜﻭﺴﻴﻠﺔ ﻝﻼﺘﺼـﺎل ﺒﺸـﺒﻜﺔ ﺍﻝﻤﻌﻠﻭﻤـﺎﺕ ﺍﻝﺩﻭﻝﻴـﺔ‬
‫‪Copyright © 2017.‬‬
‫‪copyright law.‬‬

‫‪-٢٦٩-‬‬

‫‪EBSCO Publishing : eBook Arabic Collection Trial - printed on 4/4/2020 5:48 PM via MINISTÈRE DE L''EDUCATION‬‬
‫‪NATIONALE, DE LA FORMATION PROFESSIONNELLE‬‬
‫; ‪AN: 1945112‬‬ ‫;‪.‬‬
‫‪Account: ns063387‬‬
‫‪. All rights reserved. May not be reproduced in any form without permission from the publisher, except fair uses permitted under U.S. or applicable‬‬

‫"ﺍﻻﻨﺘﺭﻨﺕ"‪ ،‬ﻭﺼﺎﺭ ﺒﺈﻤﻜﺎﻥ ﻫﺫﺍ ﺍﻝﺠﻬﺎﺯ ﺍﻝﺼﻐﻴﺭ ﺍﻝﺘﺠﻭل ﻋﺒﺭ ﺍﻝﻤﻭﺍﻗﻊ ﺍﻝﻤﺘﻌـﺩﺩﺓ‬
‫ﻝﻬﺫﻩ ﺍﻝﺸﺒﻜﺔ ﺩﻭﻥ ﻗﻴﻭﺩ‪ ،‬ﻭﺍﻝﻭﺼﻭل ﺇﻝﻰ ﺃﻴﺔ ﻨﻘﻁﺔ ﻓﻲ ﺍﻝﻌﺎﻝﻡ ﺒﺴﺭﻋﺔ ﻤﺫﻫﻠﺔ‪.‬‬
‫ﻭﻗﺩ ﺴﺎﻋﺩﺕ ﻋﻭﺍﻤل ﻋﺩﻴﺩﺓ ﻓﻲ ﺍﻨﺘﺸﺎﺭ ﺍﻝﻬﺎﺘﻑ ﺍﻝﻨﻘﺎل ﺒﻴﻥ ﺍﻻﻓـﺭﺍﺩ ﻗـﻲ‬
‫ﺍﻝﻌﺎﻝﻡ‪ ،‬ﻤﻥ ﺒﻴﻨﻬﺎ ﺭﺨﺹ ﺜﻤﻨﻪ‪ ،‬ﻭﺼﻐﺭ ﺤﺠﻤﻪ‪ ،‬ﻭﺴﻬﻭﻝﺔ ﺤﻤﻠﻪ‪ ،‬ﻭﺍﻤﻜﺎﻨﻴﺔ ﺍﻝﺘﻨﻘل‬
‫ﺒﻪ ﺒﺴﻬﻭﻝﺔ ﻤﻥ ﻤﻜﺎﻥ ﻻﺨﺭ‪.‬‬
‫ﻭﻗﺩ ﻝﻔﺕ ﻜل ﺫﻝﻙ ﺍﻨﺘﺒﺎﻩ ﺍﻝﻤﻌﻠﻨﻴﻥ ﻤﻥ ﺍﺼﺤﺎﺏ ﺍﻝﻤﺅﺴﺴـﺎﺕ ﻭﺍﻝﺸـﺭﻜﺎﺕ‬
‫ﻭﺍﻝﻤﻨﺸﺄﺕ ﺍﻻﻗﺘﺼﺎﺩﻴﺔ ﺍﻝﺫﻴﻥ ﺭﺃﻭ ﻓﻲ ﻫﺫﻩ ﺍﻝﻤﺯﺍﻴﺎ ﺍﻝﺘﻲ ﺘﺘﻴﺤﻬـﺎ ﻫـﺫﻩ ﺍﻝﻭﺴـﻴﻠﺔ‬
‫ﺍﻝﺠﺩﻴﺩﺓ ﻓﺭﺼﺔ ﻝﻠﺘﻌﺎﻤل ﻤﻌﻬﺎ ﻜﻭﺴﻴﻠﺔ ﺇﻋﻼﻨﻴﺔ ﺘﻀﺎﻑ ﻝﻘﺎﺌﻤﺔ ﺍﻝﻭﺴﺎﺌل ﺍﻝﻤﻌﻬﻭﺩﺓ‬
‫ﻤﻥ ﻗﺒل‪.‬‬
‫ﻭﻋﻠﻰ ﺍﻝﺭﻏﻡ ﻤﻥ ﺍﻥ ﺍﻝﻬﺎﺘﻑ ﺍﻝﻤﺤـﻭل‪ ،‬ﺃﻭ ﺍﻝﻨﻘـﺎل‪ ،‬ﺃﻭ ﺍﻝﺨﻠـﻭﻱ‪ ،‬ﺃﻭ‬
‫ﺍﻝﺠﻭﺍل‪ ،‬ﻭﻓﻕ ﺍﻝﺘﺴﻤﻴﺔ ﺍﻝﻤﻌﺘﻤﺩﺓ ﻓﻲ ﻜل ﺒﻠﺩ‪ ،‬ﻴﻌﺩ ﻤﻥ ﺃﺤﺩﺙ ﺍﻝﻭﺴﺎﺌل ﺍﻹﻋﻼﻨﻴـﺔ‬
‫ﺍﻝﺘﻲ ﻅﻬﺭ ﺍﺴﺘﺨﺩﺍﻤﻬﺎ ﻤﻨﺫ ﻓﺘﺭﺓ ﺤﺩﻴﺜﺔ ﻨﺴﺒﻴﺎﹰ‪ ،‬ﺇﻻ ﺃﻨﻪ ﻭﻋﻠﻰ ﺍﻝﺭﻏﻡ ﻤﻥ ﺤﺩﺍﺜـﺔ‬
‫ﻫﺫﻩ ﺍﻝﻭﺴﻴﻠﺔ ﺇﻻ ﺃﻨﻬﺎ ﻗﺩ ﻨﺘﺸﺭﺕ ﺒﺴﺭﻋﺔ ﻜﺒﻴﺭﺓ‪.‬‬
‫ﻭﻗﺩ ﺩﻓﻊ ﻜل ﺫﻝﻙ ﺍﻝﻤﻌﻠﻨﻴﻥ ﻝﻠﻌﻤل ﻋﻠﻰ ﺘﺤﻘﻴﻕ ﺍﻜﺒﺭﺍﺴﺘﻔﺎﺩﺓ ﻤﻤﻜﻨﺔ ﻤﻥ ﻫﺫﻩ‬
‫ﺍﻝﻭﺴﻴﻠﺔ ﺍﻝﺠﺩﻴﺩﺓ‪ ،‬ﺍﻝﺘﻲ ﺍﺘﺎﺤﺕ ﻝﻪ ﺍﻝﻭﺼﻭل ﺒﺴﻬﻭﻝﺔ ﺇﻝـﻰ ﺍﻋـﺩﺍﺩ ﻜﺒﻴـﺭﺓ ﻤـﻥ‬
‫ﺍﻻﺸﺨﺎﺹ ﻓﻲ ﻭﻗﺕ ﻗﻴﺎﺴﻲ‪ ،‬ﺨﺎﺼﺔ ﻤﻊ ﺍﻻﺯﺩﻴـﺎﺩ ﺍﻝﻤﻀـﻁﺭﺩ ﻓـﻲ ﺍﻨﺘﺸـﺎﺭ‬
‫ﻭﺍﺴﺘﺨﺩﺍﻡ ﺍﻝﻬﺎﺘﻑ ﺍﻝﻤﺤﻤﻭل ﺒﻴﻥ ﺸﺭﺍﺌﺢ ﺍﻝﻤﺠﺘﻤـﻊ ﺍﻝﻤﺘﻌـﺩﺩﺓ ﻋﻠـﻰ ﺍﺨـﺘﻼﻑ‬
‫ﺍﻋﻤﺎﺭﻫﻡ‪ ،‬ﻭﻤﻬﻨﻬﻡ‪ ،‬ﻭﺍﻫﺘﻤﺎﻤﺎﺘﻬﻡ‪.‬‬
‫ﻭﻴﻌﺘﺒﺭ ﺍﻝﻬﺎﺘﻑ ﺍﻝﻤﺤﻤﻭل ﻭﺴﻴﻠﺔ ﻤﻬﻤﺔ ﻝﻠﻤﻌﻠﻨﻴﻥ ﺍﻝﺼﻐﺎﺭ‪ ،‬ﻤﻥ ﺍﺼـﺤﺎﺏ‬
‫ﺍﻝﻤﺅﺴﺴﺎﺕ ﻭﺍﻝﻤﻨﺸﺄﺕ ﺍﻻﻗﺘﺼﺎﺩﻴﺔ ﺍﻝﺼﻐﻴﺭﺓ‪ ،‬ﻭﻤﻥ ﺫﻭﻱ ﺍﻻﻤﻜﺎﻨﻴﺎﺕ ﺍﻝﻤﺤـﺩﻭﺩﺓ‪،‬‬
‫ﻭﺫﻝﻙ ﻨﻅﺭﹰﺍ ﻝﻘﻠﺔ ﺘﻜﻠﻔﺔ ﺍﻋﺩﺍﺩ ﺍﻹﻋﻼﻥ ﻭﻨﺸﺭﻩ ﻋﺒﺭ ﻫﺫﻩ ﺍﻝﻭﺴﻴﻠﺔ‪.‬‬
‫‪Copyright © 2017.‬‬
‫‪copyright law.‬‬

‫‪-٢٧٠-‬‬

‫‪EBSCO Publishing : eBook Arabic Collection Trial - printed on 4/4/2020 5:48 PM via MINISTÈRE DE L''EDUCATION‬‬
‫‪NATIONALE, DE LA FORMATION PROFESSIONNELLE‬‬
‫; ‪AN: 1945112‬‬ ‫;‪.‬‬
‫‪Account: ns063387‬‬
‫‪. All rights reserved. May not be reproduced in any form without permission from the publisher, except fair uses permitted under U.S. or applicable‬‬

‫ﻭﻋﻠﻰ ﺍﻝﺭﻏﻡ ﻤﻥ ﻨﺩﺭﺓ ﺍﻝﺩﺭﺍﺴﺎﺕ ﺤﻭل ﻫﺫﻩ ﺍﻝﻭﺴﻴﻠﺔ ﺍﻹﻋﻼﻨﻴﺔ ﺍﻝﺠﺩﻴـﺩﺓ‪،‬‬

‫ﺇﻻ ﺃﻨﻪ ﺒﺎﻻﻤﻜﺎﻥ ﻤﻥ ﺨﻼل ﺍﻝﻤﻼﺤﻅﺔ ﺍﻝﻌﻠﻤﻴﺔ ﻭﺍﻝﻤﺘﺎﺒﻌﺔ ﻴﻤﻜﻥ ﺭﺼﺩ ﻤﺠﻤﻭﻋـﺔ‬
‫ﻤﻥ ﺍﻝﻤﺯﺍﻴﺎ ﻭﺍﻝﻌﻴﻭﺏ ﻝﻬﺫﻩ ﺍﻝﻭﺴﻴﻠﺔ‪ ،‬ﻭﺫﻝﻙ ﻜﺎﻝﺘﺎﻝﻲ‪:‬‬

‫ﻤﺯﺍﻴﺎ ﺍﻹﻋﻼﻥ ﻓﻲ ﺍﻝﻬﺎﺘﻑ ﺍﻝﻤﺤﻤﻭل‪:‬‬

‫ﻝﻺﻋﻼﻥ ﻋﺒﺭ ﺍﻝﻬﺎﺘﻑ ﺍﻝﻤﺤﻤﻭل ﻋﺩﺩ ﻤﻥ ﺍﻝﻤﺯﺍﻴﺎ‪ ،‬ﻴﻤﻜﻥ ﺍﺠﻤﺎﻝﻬﺎ ﻓﻴﻤـﺎ‬
‫ﻴﻠﻲ‪:‬‬
‫‪ ١‬ـ ﺘﺘﻴﺢ ﻫﺫﻩ ﺍﻝﻭﺴﻴﻠﺔ ﻤﺭﻭﻨﺔ ﺠﻐﺭﺍﻓﻴﺔ ﻋﺎﻝﻴﺔ‪ ،‬ﺤﻴﺙ ﺒﺎﻤﻜﺎﻥ ﺍﻝﻤﻌﻠﻥ ﺍﻥ‬
‫ﻴﺤﺩﺩ ﺍﻝﻤﻨﻁﻘﺔ ﺍﻝﺘﻲ ﻴﺭﻏﺏ ﻓﻲ ﺍﻹﻋﻼﻥ ﻓﻴﻬﺎ‪ ،‬ﺜﻡ ﻴﻭﺠﻪ ﺇﻋﻼﻨﺎﺘﻪ ﺍﻝﻴﻬﺎ ﻤﺒﺎﺸـﺭﺓ‪،‬‬
‫ﻭﺫﻝﻙ ﺒﻌﺩ ﺍﻝﺤﺼﻭل ﻋﻠﻰ ﻗﻭﺍﺌﻡ ﺍﻝﻤﺸﺘﺭﻜﻴﻥ ﻓﻲ ﺘﻠﻙ ﺍﻝﻬﻭﺍﺘـﻑ ﻤـﻥ ﺸـﺭﻜﺎﺕ‬
‫ﺍﻻﺘﺼﺎل‪.‬‬
‫‪ ٢‬ـ ﻴﻌﺩ ﺍﻝﻬﺎﺘﻑ ﺍﻝﻨﻘﺎل ﻭﺴﻴﻠﺔ ﺸﺨﺼﻴﺔ‪ ،‬ﻻ ﻴﺴﺘﺨﺩﻤﻪ ﺇﻻ ﺼﺎﺤﺒﻪ‪ ،‬ﻭﻤﻥ‬
‫ﺸﺄﻥ ﺫﻝﻙ ﺍﻥ ﻴﺨﻠﻕ ﻝﺩﻯ ﺍﻝﻤﺘﻠﻘﻲ ﺸﻌﻭﺭﹰﺍ ﻨﻔﺴﻴﹰﺎ ﺒﺎﻥ ﻫﺫﺍ ﺍﻹﻋﻼﻥ ﺍﻝﺫﻱ ﻴﺘﻠﻘﺎﻩ ﻋﺒﺭ‬
‫ﻫﺎﺘﻔﻪ ﺍﻝﻨﻘﺎل ﻫﻭ ﺭﺴﺎﻝﺔ ﺸﺨﺼﻴﺔ ﻭﻤﺒﺎﺸﺭﺓ ﻤﻭﺠﻬﺔ ﺍﻝﻴﻪ ﻤﻥ ﺍﻝﻤﻌﻠﻥ‪ ،‬ﻭﺍﻨﻪ ﺒﺎﻝﺘﺎﻝﻲ‬
‫ﻤﺤل ﺍﻫﺘﻤﺎﻡ ﻤﻥ ﺠﺎﻨﺒﻪ‪.‬‬
‫‪ ٣‬ـ ﺘﺘﻴﺢ ﻫﺫﻩ ﺍﻝﻭﺴﻴﻠﺔ ﻝﻠﻤﻌﻠﻥ ﺍﻤﻜﺎﻨﻴﺔ ﺍﻨﺘﻘﺎﺀ ﺍﻓﺭﺍﺩ ﻤﻌﻴﻨﻴﻥ ﻴﺘﻭﺠﻪ ﺍﻝـﻴﻬﻡ‬
‫ﺒﺈﻋﻼﻨﺎﺘﻪ‪ ،‬ﺤﺘﻰ ﻭﺍﻥ ﻜﺎﻨﻭﺍ ﻤﺘﺒﺎﻋﺩﻭﻥ ﺠﻐﺭﺍﻓﻴﹰﺎ ﻓﻴﻤﺎ ﺒﻴﻨﻬﻡ‪ ،‬ﻭﺍﻝﺘﻭﺠﻪ ﺍﻝﻴﻬﻡ‪ ،‬ﻭﺫﻝﻙ‬
‫ﺒﻨﺎﺀ ﻋﻠﻰ ﺨﺼﺎﺌﺹ ﻤﻌﻴﻨﺔ ﻴﺒﺤﺙ ﻋﻨﻬﺎ ﺍﻝﻤﻌﻠﻥ‪ ،‬ﻜﺎﻝﻤﺴﺘﻭﻯ ﺍﻝﺘﻌﻠﻴﻤﻲ ﻤـﺜﻼﹰ‪ ،‬ﺃﻭ‬
‫ﻤﺴﺘﻭﻯ ﺍﻝﺩﺨل‪ ،‬ﺃﻭ ﺍﻻﻫﺘﻤﺎﻤﺎﺕ‪ ،‬ﺃﻭ ﺍﻝﺴﻥ‪ ،‬ﺃﻭ ﺍﻝﻤﻬﻨﺔ‪.‬‬
‫‪ ٤‬ـ ﺴﻬﻭﻝﺔ ﺍﻝﺘﻭﺍﺼل ﻤﺒﺎﺸﺭﺓ ﺒﻴﻥ ﺍﻝﻤﻌﻠﻥ ﻭﺍﻝﻤﺘﻠﻘـﻲ‪ ،‬ﺤﻴـﺙ ﺒﺎﻤﻜـﺎﻥ‬
‫ﺍﻝﻤﺘﻠﻘﻲ ﺍﻥ ﻴﻌﺎﻭﺩ ﺍﻻﺘﺼﺎل ﺒﺎﻝﻤﻌﻠﻥ ﻤﺒﺎﺸﺭﺓ ﺒﻌﺩ ﻭﺼﻭل ﺍﻝﺭﺴﻠﺔ ﺍﻝﻴﻪ‪ ،‬ﻭﻴﺴﺘﻔﺴﺭ‬
‫‪Copyright © 2017.‬‬
‫‪copyright law.‬‬

‫‪-٢٧١-‬‬

‫‪EBSCO Publishing : eBook Arabic Collection Trial - printed on 4/4/2020 5:48 PM via MINISTÈRE DE L''EDUCATION‬‬
‫‪NATIONALE, DE LA FORMATION PROFESSIONNELLE‬‬
‫; ‪AN: 1945112‬‬ ‫;‪.‬‬
‫‪Account: ns063387‬‬
‫‪. All rights reserved. May not be reproduced in any form without permission from the publisher, except fair uses permitted under U.S. or applicable‬‬

‫ﻋﻥ ﺍﺸﻴﺎﺀ ﻴﺭﻴﺩ ﻤﻌﺭﻓﺔ ﺍﻝﻤﺯﻴﺩ ﺤﻭﻝﻬﺎ‪ ،‬ﻭﻴﺠﺩ ﺍﻻﺠﺎﺒﺔ ﺒﺸﻜل ﻓﻭﺭﻱ ﻋﻥ ﺍﺴـﺌﻠﺘﻪ‬
‫ﻤﻥ ﺍﻝﻤﻌﻠﻥ‪.‬‬
‫‪ ٥‬ـ ﺍﻤﻜﺎﻨﻴﺔ ﺭﺼﺩ ﺴﻠﻭﻙ ﻭﺭﺩﻭﺩ ﺍﻓﻌﺎل ﺍﻝﻤﺘﻠﻘﻲ ﻤﻥ ﻗﺒل ﺍﻝﻤﻌﻠﻥ‪ ،‬ﺒﺸﻜل‬
‫ﺍﻴﺴﺭ ﻤﻤﺎ ﻫﻭ ﻤﺘﺎﺡ ﻓﻲ ﻋﺩﺩ ﻤﻥ ﺍﻝﻭﺴﺎﺌل ﺍﻹﻋﻼﻨﻴﺔ ﺍﻷﺨﺭﻯ‪ ،‬ﻭﺫﻝﻙ ﻤﻥ ﺨـﻼل‬
‫ﺍﻤﻜﺎﻨﻴﺔ ﺍﺘﺼﺎل ﺍﻝﻤﻌﻠﻥ ﺒﺎﻝﻤﺘﻠﻘﻲ‪ ،‬ﻭﺍﻝﺘﺤﺩﺙ ﻤﻌﻪ‪ ،‬ﺒﻌﺩ ﻭﺼﻭل ﺍﻝﺭﺴﺎﻝﺔ ﺍﻹﻋﻼﻨﻴﺔ‬
‫ﺍﻝﻴﻪ‪.‬‬
‫‪ ٦‬ـ ﻴﺘﻴﺢ ﺍﻝﻬﺎﺘﻑ ﺍﻝﻨﻘﺎل ﻝﻠﻤﻌﻠﻥ ﺍﻤﻜﺎﻨﻴﺔ ﻋﺎﻝﻴﺔ ﻻﺨﺘﻴـﺎﺭ ﺘﻭﻗﻴـﺕ ﺒـﺙ‬
‫ﺍﻹﻋﻼﻥ ﻓﻲ ﺍﻝﻭﻗﺕ ﺍﻝﺫﻱ ﻴﺭﺍﻩ ﻤﻨﺎﺴﺒﺎﹰ‪ ،‬ﻭﻤﻼﺌﻤﹰﺎ ﻝﻅﺭﻭﻑ ﺍﻝﻤﺘﻠﻘﻲ‪ ،‬ﻤﻤﺎ ﻴﺯﻴﺩ ﻤﻥ‬
‫ﺍﻤﻜﺎﻨﻴﺔ ﺍﻝﺘﺄﺜﻴﺭ ﺍﻝﻤﺘﻭﻗﻌﺔ ﻝﻺﻋﻼﻥ‪.‬‬
‫‪ ٧‬ـ ﻴﻌﺩ ﺍﻹﻋﻼﻥ ﻓﻲ ﺍﻝﻬﺎﺘﻑ ﺍﻝﻤﺤﻤﻭل ﻗﻠﻴل ﺍﻝﺘﻜﻠﻔﺔ ﻤﻥ ﺤﻴـﺙ ﻋﻤﻠﻴـﺔ‬
‫ﺍﻋﺩﺍﺩﻩ‪ ،‬ﻭﺍﺭﺴﺎﻝﻪ ﻤﻘﺎﺭﻨﺔ ﺒﺎﻹﻋﻼﻥ ﻓﻲ ﺍﻝﻭﺴﺎﺌل ﺍﻷﺨﺭﻯ‪.‬‬
‫‪ ٨‬ـ ﺴﺭﻋﺔ ﺍﻋﺩﺍﺩ ﻭﺘﺠﻬﻴﺯ ﺍﻹﻋﻼﻥ ﻤﻥ ﺠﺎﻨﺏ ﺍﻝﻤﻌﻠﻥ‪.‬‬
‫‪ ٩‬ـ ﺍﻤﻜﺎﻨﻴﺔ ﺍﻻﺤﺘﻔﺎﻅ ﺒﺎﻹﻋﻼﻥ‪ ،‬ﻭﺤﺘﻰ ﻁﺒﺎﻋﺘﻪ ﺍﺫﺍ ﺭﻏﺏ ﺍﻝﻤﺘﻠﻘﻲ ﻓـﻲ‬
‫ﺫﻝﻙ‪.‬‬
‫‪ ١٠‬ـ ﺍﻤﻜﺎﻨﻴﺔ ﻭﺼﻭل ﺍﻹﻋﻼﻥ ﺤﺘﻰ ﺍﺜﻨﺎﺀ ﻗﻔـل ﺍﻝﻬـﺎﺘﻑ‪ ،‬ﻭﺒﺎﻝﺘـﺎﻝﻲ‬
‫ﺍﻝﺘﻌﺭﺽ ﻝﻪ ﺒﻤﺠﺭﺩ ﺍﻋﺎﺩﺓ ﺘﺸﻐﻴل ﺍﻝﻬﺎﺘﻑ ﻤﻥ ﺠﺩﻴﺩ‪.‬‬

‫ﻋﻴﻭﺏ ﺍﻹﻋﻼﻥ ﻓﻲ ﺍﻝﻬﺎﺘﻑ ﺍﻝﻤﺤﻤﻭل‪:‬‬

‫ﻋﻠﻰ ﺍﻝﺭﻏﻡ ﻤﻥ ﺍﻝﻤﺯﺍﻴﺎ ﺍﻝﻤﺘﻌﺩﺩﺓ ﺍﻝﺴﺎﺒﻕ ﺫﻜﺭﻫﺎ ﺇﻻ ﺍﻥ ﻝﻺﻋـﻼﻥ ﻓـﻲ‬
‫ﺍﻝﻬﺎﺘﻑ ﺍﻝﻨﻘﺎل ﻤﺠﻤﻭﻋﺔ ﻤﻥ ﺍﻝﻌﻴﻭﺏ‪ ،‬ﺍﻝﺘﻲ ﺘﻌﻜﺱ ﺃﻭﺠﻪ ﺍﻝﻘﺼـﻭﺭ ﻓـﻲ ﻫـﺫﻩ‬
‫ﺍﻝﻭﺴﻴﻠﺔ ﻤﻥ ﻨﺎﺤﻴﺔ ﺍﻝﻭﻅﻴﻔﺔ ﺍﻹﻋﻼﻨﻴﺔ‪ ،‬ﻭﺫﻝﻙ ﻜﺎﻝﺘﺎﻝﻲ‪:‬‬
‫‪Copyright © 2017.‬‬
‫‪copyright law.‬‬

‫‪-٢٧٢-‬‬

‫‪EBSCO Publishing : eBook Arabic Collection Trial - printed on 4/4/2020 5:48 PM via MINISTÈRE DE L''EDUCATION‬‬
‫‪NATIONALE, DE LA FORMATION PROFESSIONNELLE‬‬
‫; ‪AN: 1945112‬‬ ‫;‪.‬‬
‫‪Account: ns063387‬‬
‫‪. All rights reserved. May not be reproduced in any form without permission from the publisher, except fair uses permitted under U.S. or applicable‬‬

‫‪ ١‬ـ ﺼﻐﺭ ﺤﺠﻡ ﺸﺎﺸﺔ ﺍﻝﻬﺎﺘﻑ ﺍﻝﻤﺤﻤﻭل‪ ،‬ﻤﻤﺎ ﻴﺠﻌـل ﻤـﻥ ﺍﻝﺭﺴـﺎﺌل‬
‫ﺍﻹﻋﻼﻨﻴﺔ ﺍﻝﺘﻲ ﺘﺼل ﻋﺒﺭﻩ ﻏﻴﺭ ﻭﺍﻀﺤﺔ ﺒﺎﻝﺸﻜل ﺍﻝﺘﻲ ﺘﻜﻭﻥ ﻋﻠﻴﻪ ﺍﻹﻋﻼﻨـﺎﺕ‬
‫ﻓﻲ ﺍﻝﺼﺤﻑ ﺃﻭ ﻓﻲ ﺍﻻﺫﺍﻋﺔ ﺍﻝﻤﺭﺌﻴﺔ‪ ،‬ﺃﻭ ﻓﻲ ﺍﻝﻁﺭﻕ‪ ،‬ﻭﻤﻥ ﺍﻝﻤﻤﻜﻥ ﻴﺠﻌل ﺫﻝﻙ‬
‫ﻤﻥ ﺍﻝﻬﺎﺘﻑ ﺍﻝﻤﺤﻤﻭل ﻭﺴﻴﻠﺔ ﺇﻋﻼﻨﻴﺔ ﻏﻴﺭ ﻤﺜﺎﻝﻴﺔ‪.‬‬
‫‪ ٢‬ـ ﻋﺩﻡ ﺍﻤﻜﺎﻨﻴﺔ ﺘﺤﻤﻴل ﺍﻝﺭﺴﺎﻝﺔ ﺍﻹﻋﻼﻨﻴﺔ ﻋﺒـﺭ ﺍﻝﻬـﺎﺘﻑ ﺍﻝﻤﺤﻤـﻭل‬
‫ﻝﻤﻌﻠﻭﻤﺎﺕ ﻭﺘﻔﺎﺼﻴل ﻜﺜﻴﺭﺓ ﻜﻤﺎ ﻫﻭ ﻤﺘﺎﺡ ﻓﻲ ﻭﺴﺎﺌل ﺇﻋﻼﻨﻴﺔ ﺃﺨﺭﻯ‪ ،‬ﻭﺒﺎﻝﺘـﺎﻝﻲ‬
‫ﻓﺈﻥ ﺍﻝﻬﺎﺘﻑ ﺍﻝﻤﺤﻤﻭل ﻻ ﻴﺼﻠﺢ ﻝﻺﻋﻼﻨﺎﺕ ﺍﻝﻁﻭﻴﻠﺔ‪ ،‬ﻭﺍﻝﺘﻲ ﺒﻬﺎ ﺘﻔﺎﺼﻴل ﻜﺜﻴﺭﺓ‪،‬‬
‫ﺃﻭ ﺍﻝﺘﻲ ﺘﺘﻁﻠﺏ ﺤﺸﺩ ﻤﻌﻠﻭﻤﺎﺕ ﺍﻀﺎﻓﻴﺔ ﻝﺤﺙ ﺍﻝﻤﺘﻠﻘﻲ ﻋﻠﻰ ﺸﺭﺍﺀ ﺍﻝﺴـﻠﻌﺔ‪ ،‬ﺃﻭ‬
‫ﺍﻝﺘﻌﺎﻤل ﻤﻊ ﺍﻝﺨﺩﻤﺔ ﺍﻝﻤﻌﻠﻥ ﻋﻨﻬﺎ‪.‬‬
‫‪ ٣‬ـ ﻋﺩﻡ ﺍﻤﻜﺎﻨﻴﺔ ﺍﺴﺘﺨﺩﺍﻡ ﻭﺴﺎﺌل ﺍﻻﺒﺭﺍﺯ ﺍﻝﺘﻲ ﻤﻥ ﺸﺄﻨﻬﺎ ﺯﻴـﺎﺩﺓ ﻝﻔـﺕ‬
‫ﺃﻨﺘﺒﺎﻩ ﺍﻝﻤﺘﻠﻘﻲ‪ ،‬ﻜﺎﻝﺼﻭﺭ ﻭﺍﻝﺭﺴﻭﻡ‪ ،‬ﻭﺍﻻﺸﻜﺎل ﺍﻝﺘﻭﻀﻴﺤﻴﺔ ﻭﺍﻝﺒﻴﺎﻨﻴﺔ‪.‬‬
‫‪ ٤‬ـ ﺍﻤﻜﺎﻨﻴﺔ ﺃﻫﻤﺎل ﺍﻝﺭﺴﺎﻝﺔ ﺍﻹﻋﻼﻨﻴﺔ ﻭﺍﻝﺘﻐﺎﻀﻲ ﻋﻨﻬﺎ ﻋﺎﻝﻴﺔ‪ ،‬ﺨﺎﺼﺔ ﺍﺫﺍ‬
‫ﻝﻡ ﺘﺼل ﺍﻝﺭﺴﺎﻝﺔ ﻓﻲ ﺍﻝﻭﻗﺕ ﺍﻝﻤﻨﺎﺴﺏ ﻝﻠﻤﺘﻠﻘﻲ‪.‬‬
‫‪ ٥‬ـ ﻗﺩ ﺘﺘﺤﻭل ﺍﻝﺭﺴﺎﺌل ﺍﻹﻋﻼﻨﻴﺔ ﺇﻝﻰ ﻤﺼﺩﺭ ﺍﺯﻋﺎﺝ ﻝﻠﻤﺘﻠﻘﻲ‪ ،‬ﺨﺎﺼـﺔ‬
‫ﻓﻲ ﻅل ﺍﻻﺯﺩﺤﺎﻡ ﺍﻝﻜﺒﻴﺭ ﻓﻲ ﺘﻠﻙ ﺍﻝﺭﺴﺎﺌل ﺍﻝﺘﻲ ﻗﺩ ﺘﺼل ﺘﺒﺎﻋﹰﺎ ﻤﻥ ﺍﻝﻤﻌﻠﻨﻴﻥ‪.‬‬
‫‪ ٦‬ـ ﺤﻴﺎﺓ ﺍﻹﻋﻼﻥ ﻓﻲ ﺍﻝﻬﺎﺘﻑ ﺍﻝﻤﺤﻤﻭل ﺘﻌﺘﺒﺭ ﻗﺼﻴﺭﺓ ‪ ،‬ﻓﺴﺭﻋﺎﻥ ﻤـﺎ‬
‫ﻴﺘﻡ ﻤﺴﺢ ﺍﻝﺭﺴﺎﺌل ﺍﻹﻋﻼﻨﻴﺔ ﻤﻥ ﻗﺒل ﺍﻝﻤﺘﻠﻘﻲ‪ ،‬ﺃﻭ ﺃﻨﻬﺎ ﺴﺘﺘﺤﻭل ﺇﻝﻰ ﺭﺴﺎﺌل ﻗﺩﻴﻤﺔ‬
‫ﺒﻤﺠﺭﺩ ﺍﺴﺘﻘﺒﺎل ﻏﻴﺭﻫﺎ ﻤﻥ ﺍﻝﺭﺴﺎﺌل ﺍﻹﻋﻼﻨﻴﺔ‪.‬‬
‫‪ ٧‬ـ ﻻ ﻴﻤﻜﻥ ﺍﻻﻋﺘﻤﺎﺩ ﻓﻘﻁ ﻋﻠﻰ ﻫﺫﻩ ﺍﻝﻭﺴﻴﻠﺔ ﺩﻭﻥ ﺍﻻﺴﺘﻌﺎﻨﺔ ﺒﻐﻴﺭﻫﺎ ﻤﻥ‬
‫ﺍﻝﻭﺴﺎﺌل ﺍﻹﻋﻼﻨﻴﺔ ﺍﻷﺨﺭﻯ‪ ،‬ﻓﻬﻲ ﻤﻥ ﻨﺎﺤﻴﺔ ﻻﺘﺯﺍل ﻭﺴـﻴﻠﺔ ﺤﺩﻴﺜـﺔ‪ ،‬ﻻ ﻴﺜـﻕ‬
‫ﺍﻝﻤﻌﻠﻨﻭﻥ ﺒﻬﺎ ﻜﺜﻴﺭﺍﹰ‪ ،‬ﻭﺘﺤﺘﺎﺝ ﺒﺎﻝﺘﺎﻝﻲ ﺇﻝﻰ ﻤﺯﻴﺩ ﻤﻥ ﺍﻝﻭﻗﺕ ﻝﺘﺤﺘل ﻤﻜﺎﻨﺘﻬﺎ ﺒـﻴﻥ‬
‫ﺍﻝﻭﺴﺎﺌل ﺍﻹﻋﻼﻨﻴﺔ ﺍﻝﻘﺩﻴﻤﺔ ﻭﺍﻝﺭﺍﺴﺨﺔ‪ ،‬ﻭﻤﻥ ﻨﺎﺤﻴﺔ ﺃﺨﺭﻯ ﻭﻝﻸﺴـﺒﺎﺏ ﺍﻝﺴـﺎﻝﻔﺔ‬
‫‪Copyright © 2017.‬‬
‫‪copyright law.‬‬

‫‪-٢٧٣-‬‬

‫‪EBSCO Publishing : eBook Arabic Collection Trial - printed on 4/4/2020 5:48 PM via MINISTÈRE DE L''EDUCATION‬‬
‫‪NATIONALE, DE LA FORMATION PROFESSIONNELLE‬‬
‫; ‪AN: 1945112‬‬ ‫;‪.‬‬
‫‪Account: ns063387‬‬
. All rights reserved. May not be reproduced in any form without permission from the publisher, except fair uses permitted under U.S. or applicable

‫ﺍﻝﺫﻜﺭ ﻓﺈﻨﻬﺎ ﺘﺒﻘﻰ ﻋﺎﺠﺯﺓ ﻓﻲ ﺍﻝﻭﻗﺕ ﺍﻝﺤﺎﻝﻲ ﻋﻠﻰ ﺍﻻﺴﺘﺠﺎﺒﺔ ﻝﺭﻏﺒﺎﺕ ﻭﻤﺘﻁﻠﺒﺎﺕ‬
.‫ﻭﺘﻁﻠﻌﺎﺕ ﺍﻝﻤﻌﻠﻨﻴﻥ ﺍﻝﻤﺘﻌﻠﻘﺔ ﺒﺘﻭﻅﻴﻑ ﻋﻨﺎﺼﺭ ﺍﻻﺜﺎﺭﺓ ﻭﺍﻝﺘﺠﺩﻴﺩ ﻓﻲ ﺍﻹﻋﻼﻥ‬
Copyright © 2017.
copyright law.

-٢٧٤-

EBSCO Publishing : eBook Arabic Collection Trial - printed on 4/4/2020 5:48 PM via MINISTÈRE DE L''EDUCATION
NATIONALE, DE LA FORMATION PROFESSIONNELLE
AN: 1945112 ; .;
Account: ns063387
‫‪. All rights reserved. May not be reproduced in any form without permission from the publisher, except fair uses permitted under U.S. or applicable‬‬

‫ﺍﻝﻬﻭﺍﻤﺵ‬

‫‪ . ١‬ﺒﺸﻴﺭ ﻋﺒﺎﺱ ﺍﻝﻌﻼﻕ‪ ،‬ﻋﻠﻲ ﻤﺤﻤﺩ ﺭﺒﺎﺒﻌﺔ‪ ،‬ﺍﻝﺘﺭﻭﻴﺞ ﻭﺍﻹﻋﻼﻥ ﺍﻝﺘﺠﺎﺭﻱ‪ ،‬ﻋﻤﺎﻥ‪،‬‬
‫ﺩﺍﺭ ﺍﻝﻴﺎﺯﻭﺭﻱ ﺍﻝﻌﻠﻤﻴﺔ ﻝﻠﻨﺸﺭ ﻭﺍﻝﺘﻭﺯﻴﻊ‪٢٠٠٧ ،‬ﻡ‪ ،‬ﺹ ‪.٢٤٢ ،٢٤٢‬‬
‫‪ .٢‬ﺍ‪ .‬ﻓﺎﺭﺒﻲ‪ ،‬ﻓﻥ ﺍﻹﻋﻼﻥ‪ ،‬ﺘﺭﺠﻤﺔ ﻋﺒﺩ ﺍﻝﺤﻜﻡ ﺍﺤﻤﺩ ﺍﻝﺨﺎﺯﻤﻲ‪ ،‬ﺍﻝﻘﺎﻫﺭﺓ‪ ،‬ﺩﺍﺭ ﺍﻝﻔﺠـﺭ‬
‫ﻝﻠﻨﺸﺭ ﻭﺍﻝﺘﻭﺯﻴﻊ‪٢٠٠٤ ،‬ﻡ‪ ،‬ﺹ ‪.٨١‬‬
‫‪ . ٣‬ﺃﺸﺎﺭﺕ ﺍﺤﺩﻯ ﺍﻝﺩﺭﺍﺴﺎﺕ ﺇﻝﻰ ﺃﻥ ﺍﻹﻋﻼﻨﺎﺕ ﻋﻠﻰ ﺸﺒﻜﺔ ﺍﻹﻨﺘﺭﻨﺕ ﺴﻭﻑ ﺘﺸـﻬﺩ‬
‫ﻨﻤﻭﹰﺍ ﺴﻨﻭﻴﹰﺎ ﺒﻨﺴﺒﺔ ‪ ،%٤٠‬ﻭﻫﻭ ﻤﺎ ﺴﻴﺴﺒﺏ ﻤﺸﺎﻜل ﻝﻭﺴـﺎﺌل ﺍﻹﻋـﻼﻡ ﺍﻷﺨـﺭﻯ ﻻﺴـﻴﻤﺎ‬
‫ﺍﻹﻋﻼﻨﺎﺕ ﺍﻝﻤﺒﻭﺒﺔ ﻓﻲ ﺍﻝﺼﺤﻑ‪ ،،‬ﻭﺃﻜﺩﺕ ﺍﻝﺩﺭﺍﺴﺔ ﺃﻥ ﻫﺫﻩ ﺍﻝﺸﺒﻜﺔ ﺘﺠﺘـﺫﺏ ﺍﻝﻤﺯﻴـﺩ ﻤـﻥ‬
‫ﺍﻝﻤﻌﻠﻨﻴﻥ ﻓﻲ ﺸﺘﻰ ﺃﻨﺤﺎﺀ ﺍﻝﻌﺎﻝﻡ ﻨﻅﺭﹰﺍ ﻝﺘﻤﺘﻌﻬﺎ ﺒﻌﺩﺩ ﻤﻥ ﺍﻝﻤﺯﺍﻴﺎ ﺍﻝﺘﻲ ﻻ ﺘﺘﻭﺍﻓﺭ ﻓـﻲ ﻭﺴـﺎﺌل‬
‫ﺍﻹﻋﻼﻡ ﺍﻷﺨﺭﻯ‪ ،‬ﻭﻫﻭ ﻤﺎ ﻴﺸﻜل ﺘﻬﺩﻴﺩﹰﺍ ﺤﻘﻴﻘﹰﺎ –ﺤﺴﺏ ﺭﺃﻱ ﺍﻝﺩﺭﺍﺴﺔ‪ -‬ﻝﻠﺼﺤﻑ ﻭﺍﻝﺘﻠﻴﻔﺯﻴﻭﻥ‬
‫ﻭﺍﻹﺫﺍﻋﺔ ﻋﻠﻰ ﺍﻝﺴﻭﺍﺀ‪ ،‬ﺍﻨﻅﺭ ﻓﻲ ﺫﻝﻙ‪ :‬ﺼﺤﻴﻔﺔ ﺍﻷﻫﺭﺍﻡ‪ ،‬ﺍﻹﻨﺘﺭﻨﺕ ﺃﻓﻀل ﻭﺴﻴﻠﺔ ﺇﻋﻼﻥ ﻓﻲ‬
‫ﺍﻝﻌﺎﻝﻡ‪ ٨ ،‬ﺃﻜﺘﻭﺒﺭ‪ ،٢٠٠٠ ،‬ﺹ‪.٢٥‬‬
‫‪. ٤‬ﺼﻔﻭﺕ ﺍﻝﻌﺎﻝﻡ‪ ،‬ﺍﻹﻋﻼﻥ ﺍﻝﺼﺤﻔﻲ ﻭﺘﺨﻁﻴﻁ ﺍﻝﺤﻤﻼﺕ ﺍﻹﻋﻼﻨﻴﺔ‪) ،‬ﺍﻝﻘﺎﻫﺭﺓ‪ :‬ﻤﻜﺘﺒﺔ‬
‫ﺍﻝﻨﻬﻀﺔ ﺍﻝﻤﺼﺭﻴﺔ‪٢٠٠٠ ،‬ﻡ(‪ ،‬ﺹ ‪.٦ ،٥‬‬
‫‪ . ٤‬ﺴﺎﻤﻲ ﺍﻝﺸﺭﻴﻑ‪ ،‬ﺍﻹﻋﻼﻥ ﺍﻝﺘﻠﻴﻔﺯﻴﻭﻨﻲ‪ :‬ﺍﻷﺴـﺱ ﻭﺍﻝﻤﺒـﺎﺩﺉ‪ ،‬ﻤﺭﺠـﻊ ﺴـﺎﺒﻕ‪،‬‬
‫ﺹ‪.٣٨‬‬
‫‪. ٥‬ﺼﻔﻭﺕ ﺍﻝﻌﺎﻝﻡ‪ ،‬ﺍﻹﻋﻼﻥ ﺍﻝﺼﺤﻔﻲ ﻭﺘﺨﻁﻴﻁ ﺍﻝﺤﻤﻼﺕ ﺍﻹﻋﻼﻨﻴﺔ‪ ،‬ﻤﺭﺠـﻊ ﺴـﺎﺒﻕ‪،‬‬
‫ﺹ‪.٧ ،٦‬‬
‫‪. ٦‬ﺇﺒﺭﺍﻫﻴﻡ ﺇﻤﺎﻡ‪ ،‬ﺍﻝﻌﻼﻗﺎﺕ ﺍﻝﻌﺎﻤﺔ ﻭﺍﻝﻤﺠﺘﻤـﻊ‪ ،‬ﻁ‪) ،٤‬ﺍﻝﻘـﺎﻫﺭﺓ‪ :‬ﻤﻜﺘﺒـﺔ ﺍﻷﻨﺠﻠـﻭ‬
‫ﺍﻝﻤﺼﺭﻴﺔ‪ ،(١٩٨١ ،‬ﺹ‪.٢٢٨‬‬
‫‪ . ٧‬ﺴﺎﻤﻲ ﺍﻝﺸﺭﻴﻑ‪ ،‬ﻤﺭﺠﻊ ﺴﺎﺒﻕ‪ ،‬ﺹ‪.٣٧‬‬
‫‪. ٨‬ﻁﻠﻌﺕ ﺍﻝﺯﻫﻴﺭﻱ‪ ،‬ﺍﻹﻋﻼﻥ ﺒﻴﻥ ﺍﻝﻌﻠﻡ ﻭﺍﻝﺘﻁﺒﻴﻕ‪ ،‬ﻤﺭﺠﻊ ﺴـﺎﺒﻕ‪ ،‬ﺹ‪،١٦٤ ،١٦٣‬‬
‫‪.١٦٥‬‬
‫‪Copyright © 2017.‬‬
‫‪copyright law.‬‬

‫‪-٢٧٥-‬‬

‫‪EBSCO Publishing : eBook Arabic Collection Trial - printed on 4/4/2020 5:48 PM via MINISTÈRE DE L''EDUCATION‬‬
‫‪NATIONALE, DE LA FORMATION PROFESSIONNELLE‬‬
‫; ‪AN: 1945112‬‬ ‫;‪.‬‬
‫‪Account: ns063387‬‬
‫‪. All rights reserved. May not be reproduced in any form without permission from the publisher, except fair uses permitted under U.S. or applicable‬‬

‫‪. ٩‬ﺠﻴﻬﺎﻥ ﺃﺤﻤﺩ ﺭﺸﺘﻲ‪ ،‬ﺍﻷﺴﺱ ﺍﻝﻌﻠﻤﻴﺔ ﻝﻨﻅﺭﻴﺎﺕ ﺍﻹﻋﻼﻡ‪) ،‬ﻝﻠﻘـﺎﻫﺭﺓ‪ :‬ﺩﺍﺭ ﺍﻝﻔﻜـﺭ‬
‫ﺍﻝﻌﺭﺒﻲ‪ ،(١٩٧٨ ،‬ﺹ‪.٣٦٦‬‬
‫‪.‬ﻗﺤﻁﺎﻥ ﺒﺩﺭ ﺍﻝﻌﺒﺩﻝﻲ‪ ،‬ﻭﺴﻤﻴﺭ ﻋﺒﺩ ﺍﻝﺭﺯﺍﻕ ﺍﻝﻌﺒﺩﻝﻲ‪ ،‬ﺍﻝﺩﻋﺎﻴﺔ ﻭﺍﻹﻋﻼﻥ‪،‬‬ ‫‪١٠‬‬
‫ﻤﺭﺠﻊ ﺴﺎﺒﻕ‪ ،‬ﺹ‪.٥٢‬‬
‫ـ ﻓﺅﺍﺩ ﺃﺒﻭ ﺇﺴـﻤﺎﻋﻴل‪ ،‬ﺒﻴﺌـﺔ ﻭﺍﺴـﺘﺭﺍﺘﻴﺠﻴﺎﺕ ﺍﻹﻋـﻼﻥ‪) ،‬ﺍﻝﻘـﺎﻫﺭﺓ‪:‬‬ ‫‪١١‬‬
‫‪ ،(١٩٨٥‬ﺹ‪.٢٢٥‬‬
‫‪.‬ﺒﺸﻴﺭ ﻋﺒﺎﺱ ﺍﻝﻌﻼﻕ‪ ،‬ﺍﻝﺘﺴﻭﻴﻕ ﺍﻝﺤﺩﻴﺙ‪ :‬ﻤﺒﺎﺩﺌﻪ‪ ،‬ﺇﺩﺍﺭﺘـﻪ‪ ،‬ﻭﺒﺤﻭﺜـﻪ‪،‬‬ ‫‪١٢‬‬
‫)ﻁﺭﺍﺒﻠﺱ‪ :‬ﺍﻝﺩﺍﺭ ﺍﻝﺠﻤﺎﻫﻴﺭﻴﺔ ﻝﻠﻨﺸﺭ ﻭﺍﻝﺘﻭﺯﻴﻊ ﻭﺍﻹﻋﻼﻥ(‪ ،‬ﺹ‪.٢٥١‬‬
‫ـ ﺼﻔﻭﺕ ﺍﻝﻌﺎﻝﻡ‪ ،‬ﺍﻹﻋﻼﻥ ﺍﻝﺼﺤﻔﻲ ﻭﺘﺨﻁﻴﻁ ﺍﻝﺤﻤﻼﺕ ﺍﻹﻋﻼﻨﻴﺔ‪ ،‬ﻤﺭﺠﻊ‬ ‫‪١٣‬‬
‫ﺴﺎﺒﻕ‪ ،‬ﺹ‪.٨‬‬
‫‪ .‬ﺜﺎﺒﺕ ﻋﺒﺩ ﺍﻝﺭﺤﻤﻥ ﺇﺩﺭﻴﺱ‪ ،‬ﺍﻹﻋﻼﻥ ﻭﺍﻝﻌﻼﻗﺎﺕ ﺍﻝﻌﺎﻤﺔ‪ ،‬ﻤﺭﺠﻊ ﺴﺎﺒﻕ‪،‬‬ ‫‪١٤‬‬
‫ﺹ‪.٢١٥‬‬
‫‪.‬ﻤﺤﻤﺩ ﻋﺒﻴﺩﺍﺕ‪ ،‬ﻤﺒﺎﺩﺉ ﺍﻝﺘﺴﻭﻴﻕ‪) ،‬ﺍﻝﻘـﺎﻫﺭﺓ‪ :‬ﺩﺍﺭ ﺍﻝﻤﺴـﺘﻘﺒل ﻝﻠﻨﺸـﺭ‬ ‫‪١٥‬‬
‫ﻭﺍﻝﺘﻭﺯﻴﻊ‪ ،(١٩٩٦ ،‬ﺹ‪.٢٥٤‬‬
‫ـ ﻤﺤﻤﺩ ﺭﻴﺎﺽ ﺒﻨﺩﻗﺠﻲ‪ ،‬ﺍﻝﺘﺴﻭﻴﻕ ﻭﺇﺩﺍﺭﺓ ﺃﻋﻤﺎل ﺍﻝﻤﺒﻴﻌﺎﺕ‪) ،‬ﻋﻤـﺎﻥ‪:‬‬ ‫‪١٦‬‬
‫ﺍﻝﻤﺭﻜﺯ ﺍﻝﻌﺭﺒﻲ ﻝﻠﻨﺸﺭ ﻭﺍﻝﺘﻭﺯﻴﻊ‪ ،(١٩٩٧ ،‬ﺹ‪.١٢٧ -١٢٦‬‬
‫ـ ﺤﺴﻥ ﻋﺒﺩ ﺍﷲ ﺃﺒﻭ ﺭﻜﺒﺔ‪ ،‬ﺍﻹﻋﻼﻥ‪ ،‬ﻤﺭﺠﻊ ﺴﺎﺒﻕ‪ ،‬ﺹ‪.٩٣ ،٩٢‬‬ ‫‪١٧‬‬
‫ـ ﺇﺒﺭﺍﻫﻴﻡ ﺇﻤﺎﻡ‪ ،‬ﺩﺭﺍﺴﺎﺕ ﻓﻲ ﺍﻝﻔﻥ ﺍﻝﺼﺤﻔﻲ‪) ،‬ﺍﻝﻘﺎﻫﺭﺓ‪ :‬ﻤﻜﺘﺒﺔ ﺍﻷﻨﺠﻠـﻭ‬ ‫‪١٨‬‬
‫ﺍﻝﻤﺼﺭﻴﺔ‪ ،(١٩٧٢ ،‬ﺹ‪.٧٨‬‬
‫ـ ﺼﻔﻭﺕ ﺍﻝﻌﺎﻝﻡ‪ ،‬ﺍﻹﻋﻼﻥ ﺍﻝﺼﺤﻔﻲ ﻭﺘﺨﻁﻴﻁ ﺍﻝﺤﻤﻼﺕ ﺍﻹﻋﻼﻨﻴﺔ‪ ،‬ﻤﺭﺠﻊ‬ ‫‪١٩‬‬
‫ﺴﺎﺒﻕ‪ ،‬ﺹ‪.٧‬‬
‫ـ ﻓﺅﺍﺩ ﺇﺴﻤﺎﻋﻴل‪ ،‬ﺒﻴﺌـﺔ ﻭﺍﺴـﺘﺭﺍﺘﻴﺠﻴﺎﺕ ﺍﻹﻋـﻼﻥ‪ ،‬ﻤﺭﺠـﻊ ﺴـﺎﺒﻕ‪،‬‬ ‫‪٢٠‬‬
‫ﺹ‪.٢٢٩‬‬
‫ـ ﺼﻔﻭﺕ ﺍﻝﻌﺎﻝﻡ‪ ،‬ﺍﻝﻤﺭﺠﻊ ﺍﻝﺴﺎﺒﻕ‪ ،‬ﺹ‪.٩‬‬ ‫‪٢١‬‬
‫ـ ﺴﺎﻤﻲ ﺍﻝﺸﺭﻴﻑ‪ ،‬ﺍﻹﻋﻼﻥ ﺍﻝﺘﻠﻴﻔﺯﻴﻭﻨﻲ‪ :‬ﺍﻷﺴﺱ ﻭﺍﻝﻤﺒـﺎﺩﺉ‪ ،‬ﻤﺭﺠـﻊ‬ ‫‪٢٢‬‬
‫ﺴﺎﺒﻕ‪ ،‬ﺹ‪.٥٠ ،٥٩‬‬
‫‪Copyright © 2017.‬‬
‫‪copyright law.‬‬

‫‪-٢٧٦-‬‬

‫‪EBSCO Publishing : eBook Arabic Collection Trial - printed on 4/4/2020 5:48 PM via MINISTÈRE DE L''EDUCATION‬‬
‫‪NATIONALE, DE LA FORMATION PROFESSIONNELLE‬‬
‫; ‪AN: 1945112‬‬ ‫;‪.‬‬
‫‪Account: ns063387‬‬
‫‪. All rights reserved. May not be reproduced in any form without permission from the publisher, except fair uses permitted under U.S. or applicable‬‬

‫ـ ﺍﻨﻅﺭ ﻓﻲ ﺫﻝﻙ‪ :‬ﺇﺒﺭﺍﻫﻴﻡ ﺍﻝﻤﺴﻠﻤﻲ‪ ،‬ﺇﺩﺍﺭﺓ ﺍﻝﻤﺅﺴﺴﺎﺕ ﺍﻝﺼﺤﻔﻴﺔ‪ ،‬ﻤﺭﺠﻊ‬ ‫‪٢٣‬‬

‫ﺴﺎﺒﻕ‪ ،‬ﺹ‪.٣٠٦‬‬
‫ﻜﺫﻝﻙ‪ :‬ﻤﻨﺼﻭﺭ ﻓﻬﻤﻲ‪ ،‬ﺇﺩﺍﺭﺓ ﺍﻹﻋﻼﻥ‪ ،‬ﻤﺭﺠﻊ ﺴﺎﺒﻕ‪ ،‬ﺹ‪.٨١‬‬
‫ﻜﺫﻝﻙ‪ :‬ﺴﻬﺎ ﻋﻠﻲ ﺤﺴﻥ ﺍﻝﺒﻁﺭﺍﻭﻱ‪ ،‬ﺘﺨﻁﻴﻁ ﺍﺨﺘﻴﺎﺭ ﺍﻝﻭﺴﺎﺌل ﺍﻹﻋﻼﻨﻴﺔ ﻓـﻲ ﻤﺼـﺭ‪،‬‬
‫ﺭﺴﺎﻝﺔ ﻤﺎﺠﺴﺘﻴﺭ‪) ،‬ﻜﻠﻴﺔ ﺍﻹﻋﻼﻡ‪ :‬ﺠﺎﻤﻌﺔ ﺍﻝﻘﺎﻫﺭﺓ‪ ،(١٩٩٦ ،‬ﺹ‪.١٥٩ ،١٥٣‬‬
‫ـ ﻤﺤﻤﺩ ﺴﻌﻴﺩ ﻤﻘﺒل‪ ،‬ﺍﻹﻋﻼﻥ ﺍﻝﺼﺤﻔﻲ‪ ،‬ﻤﺭﺠﻊ ﺴﺎﺒﻕ‪ ،‬ﺹ‪.٣٠‬‬ ‫‪٢٤‬‬
‫ﻜﺫﻝﻙ‪ :‬ﻤﺤﻤﺩ ﺭﻓﻴﻕ ﺍﻝﺒﺭﻗﻭﻗﻲ ﻭﺁﺨﺭﻭﻥ‪ ،‬ﻤﺭﺠﻊ ﺴﺎﺒﻕ‪ ،‬ﺹ‪.١٣٤ ،١٣٣‬‬
‫ـ ﺍﻨﻅﺭ ﻓﻲ ﺫﻝﻙ‪ :‬ﺴﻤﻴﺭ ﻤﺤﻤﻭﺩ‪ ،‬ﺍﻝﺤﺎﺴﺏ ﺍﻵﻝﻲ ﻭﺘﻜﻨﻭﻝﻭﺠﻴـﺎ ﺼـﻨﺎﻋﺔ‬ ‫‪٢٥‬‬
‫ﺍﻝﺼﺤﺎﻓﺔ‪) ،‬ﺍﻝﻘﺎﻫﺭﺓ‪ :‬ﺩﺍﺭ ﺍﻝﻔﺠﺭ ﻝﻠﻨﺸﺭ ﻭﺍﻝﺘﻭﺯﻴﻊ‪ ،(١٩٩٧ ،‬ﻭﺨﺎﺼـﺔ ﻤـﻥ ﺹ‪ ٩٨‬ﺇﻝـﻰ‬
‫ﺹ‪.١٠١‬‬
‫ـ ﺼﻔﻭﺕ ﺍﻝﻌﺎﻝﻡ‪ ،‬ﺍﻹﻋﻼﻥ ﺍﻝﺼﺤﻔﻲ ﻭﺘﺨﻁﻴﻁ ﺍﻝﺤﻤﻼﺕ ﺍﻹﻋﻼﻨﻴﺔ‪ ،‬ﻤﺭﺠﻊ‬ ‫‪٢٦‬‬
‫ﺴﺎﺒﻕ‪ ،‬ﺹ‪.٩‬‬
‫ﻜﺫﻝﻙ‪ :‬ﻤﺤﻤﺩ ﺴﻌﻴﺩ ﻤﻘﺒل‪ ،‬ﻤﺭﺠﻊ ﺴﺎﺒﻕ‪ ،‬ﺹ‪.٣١‬‬
‫ـ ﻋﺒﺩ ﺍﻝﺭﺤﻤﻥ ﺤﻤﻭﺩ ﺍﻝﻌﻨﺎﺩ‪ ،‬ﻤﺭﺠﻊ ﺴﺎﺒﻕ‪ ،‬ﺹ‪.١٨٤‬‬ ‫‪٢٧‬‬
‫ﻜﺫﻝﻙ‪ :‬ﺒﺴﺎﻡ ﻤﺤﻤﺩ ﺃﺒﻭ ﺨﻀﻴﺭ‪ ،‬ﻤﺭﺠﻊ ﺴﺎﺒﻕ‪ ،‬ﺹ‪.٢٣٨‬‬
‫ـ ﺼﻔﻭﺕ ﺍﻝﻌﺎﻝﻡ‪ ،‬ﺍﻝﻤﺭﺠﻊ ﺍﻝﺴﺎﺒﻕ‪ ،‬ﺹ‪.٨‬‬ ‫‪٢٨‬‬
‫ـ ﻋﺒﺩ ﺍﻝﺭﺤﻤﻥ ﺤﻤﻭﺩ ﺍﻝﻌﻨﺎﺩ‪ ،‬ﻤﺭﺠﻊ ﺴﺎﺒﻕ‪ ،‬ﺹ‪.١٨٦ -١٨٥‬‬ ‫‪٢٩‬‬
‫‪Belch, George E. and Melch, Michael. A,‬‬ ‫‪٣٠‬‬
‫‪"Introduction to Advertising and Promotion, An Lintegrated‬‬
‫‪Marketing Communications Perspective", 2nd Edition, U.S.A.‬‬
‫‪lrwin, 1993, p.48‬‬
‫ﻜــﺫﻝﻙ ‪Russell, Thomas J and Lane, Ronal, "Kelppner's‬‬
‫‪Advertising Procedure", 11th Edition, U.S.A, New Jersey, Prentice‬‬
‫‪Hall, 1990, pp.248-249.‬‬
‫ﻜﺫﻝﻙ‪ :‬ﺃﺤﻤﺩ ﺴﻴﺩ ﻤﺼﻁﻔﻰ‪ ،‬ﺇﺩﺍﺭﺓ ﺍﻝﺘﺴﻭﻴﻕ‪ :‬ﻤﺩﺨل ﻤﻌﺎﺼـﺭ‪) ،‬ﺍﻝﻘـﺎﻫﺭﺓ‪،(١٩٩٤ :‬‬
‫ﺹ‪.٣٨٤‬‬
‫ﻜﺫﻝﻙ‪ :‬ﺼﻔﻭﺕ ﺍﻝﻌﺎﻝﻡ‪ ،‬ﺍﻹﻋﻼﻥ ﺍﻝﺼﺤﻔﻲ ﻭﺘﺨﻁﻴﻁ ﺍﻝﺤﻤﻼﺕ ﺍﻹﻋﻼﻨﻴﺔ‪ ،‬ﻤﺭﺠﻊ ﺴﺎﺒﻕ‪،‬‬
‫ﺹ‪.١٥-١١‬‬
‫‪Copyright © 2017.‬‬
‫‪copyright law.‬‬

‫‪-٢٧٧-‬‬

‫‪EBSCO Publishing : eBook Arabic Collection Trial - printed on 4/4/2020 5:48 PM via MINISTÈRE DE L''EDUCATION‬‬
‫‪NATIONALE, DE LA FORMATION PROFESSIONNELLE‬‬
‫; ‪AN: 1945112‬‬ ‫;‪.‬‬
‫‪Account: ns063387‬‬
‫‪. All rights reserved. May not be reproduced in any form without permission from the publisher, except fair uses permitted under U.S. or applicable‬‬

‫ﻜﺫﻝﻙ‪ :‬ﺴﻤﻴﺭ ﻤﺤﻤﺩ ﺤﺴﻴﻥ‪ ،‬ﺘﺨﻁﻴﻁ ﺍﻝﺤﻤﻼﺕ ﺍﻹﻋﻼﻨﻴﺔ ﻭﺍﺘﺨﺎﺫ ﻗـﺭﺍﺭﺍﺕ ﺍﻹﻋـﻼﻥ‪،‬‬
‫ﻁ‪) ،٢‬ﺍﻝﻘﺎﻫﺭﺓ‪ :‬ﻋﺎﻝﻡ ﺍﻝﻜﺘﺏ‪ ،(١٩٩٣ ،‬ﺹ‪.١٣٨‬‬
‫ﻜﺫﻝﻙ‪ :‬ﻤﺤﻤﻭﺩ ﻋﺴﺎﻑ‪ ،‬ﺃﺼﻭل ﺍﻹﻋﻼﻥ‪ ،‬ﻤﺭﺠﻊ ﺴﺎﺒﻕ‪ ،‬ﺹ‪.٢٣٠ ،٢٢٩‬‬
‫ﻜﺫﻝﻙ‪ :‬ﻤﺤﻤﺩ ﻓﺭﻴﺩ ﺍﻝﺼﺤﻥ‪ ،‬ﺍﻹﻋﻼﻥ‪ ،‬ﻤﺭﺠﻊ ﺴﺎﺒﻕ‪ ،‬ﺹ‪.١٨٩ ،١٨٨‬‬
‫ﻜﺫﻝﻙ‪ :‬ﺃﺤﻤﺩ ﻋﺎﺩل ﺭﺍﺸﺩ‪ ،‬ﺍﻹﻋﻼﻥ‪ ،‬ﻤﺭﺠﻊ ﺴﺎﺒﻕ‪ ،‬ﺹ‪.١٩٩ ،١٩٨‬‬
‫ﻜﺫﻝﻙ‪ :‬ﻤﺤﻤﺩ ﻋﺼﺎﻡ ﺍﻝﻤﺼﺭﻱ‪ ،‬ﻤﺤﺎﻀﺭﺍﺕ ﻓﻲ ﺒﺤﻭﺙ ﺍﻝﺘﺴﻭﻴﻕ ﻭﺍﻹﻋـﻼﻥ‪ ،‬ﻤﺭﺠـﻊ‬
‫ﺴﺎﺒﻕ‪ ،‬ﺹ‪.٤٤٩ ،٤٤٨‬‬
‫ﻜﺫﻝﻙ‪ :‬ﺴﺎﻤﻲ ﺍﻝﺸﺭﻴﻑ‪ ،‬ﺍﻹﻋﻼﻥ ﺍﻝﺘﻠﻴﻔﺯﻴﻭﻨﻲ‪ :‬ﺍﻷﺴﺱ ﻭﺍﻝﻤﺒﺎﺩﺉ‪ ،‬ﻤﺭﺠـﻊ ﺴـﺎﺒﻕ‪،‬‬
‫ﺹ‪.٤١ ،٤٠‬‬
‫ﻜﺫﻝﻙ‪ :‬ﻋﻠﻲ ﺍﻝﻌﻨﺘﻴل‪ ،‬ﺃﺴﺱ ﺍﻝﺩﻋﺎﻴﺔ ﻭﺍﻹﻋﻼﻥ‪ ،‬ﻤﺭﺠﻊ ﺴﺎﺒﻕ‪ ،‬ﺹ‪.٩٩‬‬
‫‪Belch, George E. and Melch, Michael. Op- cit, p.48.‬‬ ‫‪٣١‬‬
‫‪Russell, Thomas J and Lane, Ronald, op- cit, pp.248-‬‬
‫‪249.‬ﻜﺫﻝﻙ‪:‬‬
‫ﻜﺫﻝﻙ‪ :‬ﺼﻔﻭﺕ ﺍﻝﻌﺎﻝﻡ‪ ،‬ﺍﻹﻋﻼﻥ ﺍﻝﺼﺤﻔﻲ ﻭﺘﺨﻁﻴﻁ ﺍﻝﺤﻤـﻼﺕ ﺍﻹﻋﻼﻨﻴـﺔ‪ ،‬ﻤﺭﺠـﻊ‬
‫ﺴﺎﺒﻕ‪ ،‬ﺹ‪.١٦ ،١٥‬‬
‫ﻜﺫﻝﻙ‪ :‬ﺒﺸﻴﺭ ﺍﻝﻌﻼﻕ ﻭﻗﺤﻁﺎﻥ ﺍﻝﻌﺒﺩﻝﻲ‪ ،‬ﺍﺴﺘﺭﺍﺘﻴﺠﻴﺎﺕ ﺍﻝﺘﺴﻭﻴﻕ‪) ،‬ﻋﻤـﺎﻥ‪،(١٩٩٩ :‬‬
‫ﺹ‪.٢٦١‬‬
‫ﻜﺫﻝﻙ‪ :‬ﺒﺴﺎﻡ ﻤﺤﻤﺩ ﺃﺒﻭ ﺨﻀﻴﺭ‪ ،‬ﺃﺴﺱ ﺍﻝﺘﺴﻭﻴﻕ ﻭﺍﻹﻋﻼﻥ‪ ،‬ﻤﺭﺠﻊ ﺴﺎﺒﻕ‪ ،‬ﺹ‪.٢٤٠‬‬
‫ﻜﺫﻝﻙ‪ :‬ﻁﻠﻌﺕ ﺍﻝﺯﻫﻴﺭﻱ‪ ،‬ﺍﻹﻋﻼﻥ ﺒﻴﻥ ﺍﻝﻌﻠﻡ ﻭﺍﻝﺘﻁﺒﻴﻕ‪ ،‬ﻤﺭﺠﻊ ﺴﺎﺒﻕ‪ ،‬ﺹ‪.١٦٧‬‬
‫ﻜﺫﻝﻙ‪ :‬ﺴﺎﻤﻲ ﺍﻝﺸﺭﻴﻑ‪ ،‬ﺍﻹﻋﻼﻥ ﺍﻝﺘﻠﻴﻔﺯﻴﻭﻨﻲ‪ :‬ﺍﻷﺴـﺱ ﻭﺍﻝﻤﺒـﺎﺩﺉ‪،‬ﻤﺭﺠﻊ ﺴـﺎﺒﻕ‪،‬‬
‫ﺹ‪.٤١‬‬
‫ﻜﺫﻝﻙ‪ :‬ﻤﺤﻤﺩ ﺭﻓﻴﻕ ﺍﻝﺒﺭﻗﻭﻗﻲ ﻭﺁﺨﺭﻭﻥ‪ ،‬ﻤﺭﺠﻊ ﺴﺎﺒﻕ‪ ،‬ﺹ‪.١٣٦‬‬
‫ﻜﺫﻝﻙ‪ :‬ﻨﺎﺩﻴﺔ ﺍﻝﻌﺎﺭﻑ‪ ،‬ﺍﻹﻋﻼﻥ‪ ،‬ﻤﺭﺠﻊ ﺴﺎﺒﻕ‪ ،‬ﺹ‪١٠١‬‬
‫ـ ﻗﺤﻁﺎﻥ ﺒﺩﺭ ﺍﻝﻌﺒﺩﻝﻲ‪ ،‬ﺴﻤﻴﺭ ﻋﺒﺩﺍﻝﺭﺯﺍﻕ ﺍﻝﻌﺒﺩﻝﻲ‪ ،‬ﺍﻝﺘﺭﻭﻴﺞ ﻭﺍﻹﻋﻼﻥ‪،‬‬ ‫‪٣٢‬‬
‫ﺯﻫﺭﺍﻥ ﻝﻠﻨﺸﺭ ﻭﺍﻝﺘﻭﺯﻴﻊ‪،‬ﺹ‪.٥٦‬‬
‫ـ ﺍﺤﻤﺩ ﻋﺎﺩل ﺭﺍﺸـﺩ‪ ،‬ﺍﻹﻋـﻼﻥ‪ ،‬ﺒﻴـﺭﻭﺕ‪ ،‬ﺩﺍﺭ ﺍﻝﻨﻬﻀـﺔ ﺍﻝﻌﺭﺒﻴـﺔ‪،‬‬ ‫‪٣٣‬‬
‫‪١٩٨١‬ﻡ‪،‬ﺹ‪.٢١٤،٢١٥‬‬
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‫‪EBSCO Publishing : eBook Arabic Collection Trial - printed on 4/4/2020 5:48 PM via MINISTÈRE DE L''EDUCATION‬‬
‫‪NATIONALE, DE LA FORMATION PROFESSIONNELLE‬‬
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‫‪Account: ns063387‬‬
‫‪. All rights reserved. May not be reproduced in any form without permission from the publisher, except fair uses permitted under U.S. or applicable‬‬

‫ـ ﺍﻝﻤﺭﺠﻊ ﺍﻝﺴﺎﺒﻕ‪ ،‬ﺹ ‪٢٠٨‬ﻥ ‪.٢٠٩‬‬ ‫‪٣٤‬‬

‫ـ ﻨﺎﺩﻴﺔ ﺍﻝﻌﺎﺭﻑ‪ ،‬ﻤﺭﺠﻊ ﺴﺎﺒﻕ‪ ،‬ﺹ ‪.١٤٥‬‬ ‫‪٣٥‬‬
‫ـ ﺍﺤﻤﺩ ﻋﺎﺩل ﺭﺍﺸﺩ‪ ،‬ﻤﺭﺠﻊ ﺴﺎﺒﻕ‪ ،‬ﺹ‪.٢١١‬‬ ‫‪٣٦‬‬
‫ـ ﻗﺤﻁﺎﻥ ﺒﺩﺭ ﺍﻝﻌﺒﺩﻝﻲ‪ ،‬ﻤﺭﺠﻊ ﺴﺎﺒﻕ‪ ،‬ﺹ‪.٦٠‬‬ ‫‪٣٧‬‬
‫ـ ﻨﺎﺩﻴﻪ ﺍﻝﻌﺎﺭﻑ‪ ،‬ﺹ‪.١٥٤‬‬ ‫‪٣٨‬‬
‫ـ ﻗﺤﻁﺎﻥ ﺒﺩﺭ ﺍﻝﻌﺒﺩﻝﻲ‪ ،‬ﺴﻤﻴﺭ ﻋﺒﺩﺍﻝﺭﺯﺍﻕ ﺍﻝﻌﺒﺩﻝﻲ‪ ،‬ﺹ‪٦١‬ﺯ‬ ‫‪٣٩‬‬
‫ـ ﺍﺤﻤﺩ ﻋﺎﺩل ﺭﺍﺸﺩ‪ ،‬ﻤﺭﺠﻊ ﺴﺎﺒﻕ‪.٢٠٢ ،‬‬ ‫‪٤٠‬‬
‫ـ ﺍﻝﻤﺭﺠﻊ ﺍﻝﺴﺎﺒﻕ‪ ،‬ﺹ‪٢٠٢‬‬ ‫‪٤١‬‬
‫ـ ﻓﺅﺍﺩ ﺍﺒﻭﺍﺴﻤﺎﻋﻴل‪ ،‬ﺒﻴﺌﺔ ﻭﺍﺴﺘﺭﺍﺘﻴﺠﻴﺎﺕ ﺍﻹﻋﻼﻥ‪ ،‬ﺍﻝﻘﺎﻫﺭﺓ‪١٩٨٥ ،‬ﻡ‪،‬‬ ‫‪٤٢‬‬
‫ﺹ‪.٢١٣‬‬
‫ـ ﻨﺎﺩﻴﺔ ﺍﻝﻌﺎﺭﻑ‪ ،‬ﻤﺭﺠﻊ ﺴﺎﺒﻕ‪ ،‬ﺹ‪.١٥٥‬‬ ‫‪٤٣‬‬
‫‪Arnold, Stephen E.'Internet 2000, the path‬‬ ‫ـ‬ ‫‪٤٤‬‬
‫‪to the total Net work. (Egland : 1994) p.174.‬‬
‫ﻓﻲ‪ :‬ﺤﺴﻴﻥ ﺸﻔﻴﻕ‪ ،‬ﺍﻹﻋﻼﻡ ﺍﻻﻝﻜﺘﺭﻭﻨﻲ ﺒﻴﻥ ﺍﻝﺘﻔﺎﻋﻠﻴﺔ ﻭﺍﻝﺭﻗﻤﻴﺔ‪ ،‬ﺍﻝﻘـﺎﻫﺭﺓ‪ ،‬ﺭﺤﻤـﺔ‬
‫ﺒﺭﺱ ﻝﻠﻁﺒﺎﻋﺔ ﻭﺍﻝﻨﺸﺭ‪٢٠٠٧ ،‬ﻡ‪ ،‬ﺹ‪.٥٨‬‬
‫‪.‬ﻤﺠﻠﺔ ﺍﻝﻨﺸﺭ ﺍﻻﻝﻜﺘﺭﻭﻨﻲ‪ ،‬ﺍﻹﻋﻼﻥ ﻓﻲ ﺍﻻﻨﺘﺭﻨﺕ‪ ،‬ﺍﻝﻌﺩﺩ ﺍﻝﺜﺎﻝﺙ‪ ،‬ﺍﻝﺴـﻨﺔ‬ ‫‪٤٥‬‬
‫ﺍﻝﺜﺎﻨﻴﺔ‪ ،‬ﺒﻴﺭﻭﺕ‪ ،‬ﻓﺒﺭﺍﻴﺭ‪١٩٩٧ ،‬ﻡ‪ ،‬ﺹ‪.٦‬‬
‫ـ ﺒﺸﻴﺭ ﻋﺒﺎﺱ ﻋﻼﻕ‪ ،‬ﻋﻠﻲ ﻤﺤﻤﺩ ﺭﺒﺎﻴﻌﺔ‪ ،‬ﺍﻝﺘﺭﻭﻴﺞ ﻭﺍﻹﻋﻼﻥ ﺍﻝﺘﺠﺎﺭﻱ‪،‬‬ ‫‪٤٦‬‬
‫ﻋﻤﺎﻥ‪ ،‬ﺹ‪٢٧‬‬
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‫‪NATIONALE, DE LA FORMATION PROFESSIONNELLE‬‬
‫; ‪AN: 1945112‬‬ ‫;‪.‬‬
‫‪Account: ns063387‬‬
. All rights reserved. May not be reproduced in any form without permission from the publisher, except fair uses permitted under U.S. or applicable
Copyright © 2017.
copyright law.

-٢٨٠-

EBSCO Publishing : eBook Arabic Collection Trial - printed on 4/4/2020 5:48 PM via MINISTÈRE DE L''EDUCATION
NATIONALE, DE LA FORMATION PROFESSIONNELLE
AN: 1945112 ; .;
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. All rights reserved. May not be reproduced in any form without permission from the publisher, except fair uses permitted under U.S. or applicable

‫ﺍﻝﻔﺼل ﺍﻝﺴﺎﺒﻊ‬
‫ﺸﺭﻭﻁ ﻨﺠﺎﺡ ﺍﻹﻋﻼﻥ‬
Copyright © 2017.
copyright law.

-٢٨١-

EBSCO Publishing : eBook Arabic Collection Trial - printed on 4/4/2020 5:48 PM via MINISTÈRE DE L''EDUCATION
NATIONALE, DE LA FORMATION PROFESSIONNELLE
AN: 1945112 ; .;
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‫‪. All rights reserved. May not be reproduced in any form without permission from the publisher, except fair uses permitted under U.S. or applicable‬‬

‫ﺘﻤﻬﻴﺩ‬

‫ﺘﺘﻔﻕ ﻜل ﺍﻹﻋﻼﻨﺎﺕ ﻓﻲ ﻜﻭﻨﻬﺎ ﺘﻬﺩﻑ ﺇﻝﻰ ﺍﻝﺘﺄﺜﻴﺭ ﻋﻠﻰ ﻝﻤﺘﻠﻘـﻲ‪ ،‬ﻭﺘﻠﺠـﺄ‬

‫ﻻﺠل ﺫﻝﻙ ﺇﻝﻰ ﺍﺴﺘﺨﺩﺍﻡ ﻜﺎﻓﺔ ﺍﻝﻁﺭﻕ ﻭﺍﻻﺴﺎﻝﻴﺏ ﺍﻝﺘﻲ ﺘﻤﻜﻨﻬﺎ ﻤﻥ ﺘﺤﻘﻴﻕ ﻏﺎﻴﺘﻬﺎ‪،‬‬
‫ﺇﻻ ﺃﻨﻪ ﻓﻲ ﺍﻝﻤﻘﺎﺒل ﻻ ﺘﻠﻘﻰ ﻜل ﺍﻹﻋﻼﻨﺎﺕ ﺍﻝﻨﺠﺎﺡ ﺍﻝﺫﻱ ﺘﻨﺘﻅﺭﻩ‪ ،‬ﻭﻝﺫﻝﻙ ﻓﺈﻥ ﻋﻠﻰ‬
‫ﺍﻝﻤﻌﻠﻨﻴﻥ ﺍﻥ ﻴﻨﺘﺒﻬﻭﺍ ﺇﻝﻰ ﻋﺩﺩ ﻤﻥ ﺍﻝﻌﻤﻠﻴﺎﺕ ﺍﻝﺘﻲ ﺘﻘﻭﺩ ﻓﻲ ﺍﻝﻨﻬﺎﻴﺔ ﺇﻝـﻰ ﻨﺠـﺎﺡ‬
‫ﺍﻹﻋﻼﻥ‪ ،‬ﻭﻫﻲ ﻋﻤﻠﻴﺎﺕ ﻴﺘﻭﻗﻑ ﻨﺠﺎﺡ ﻜل ﻤﻨﻬﺎ ﻋﻠﻰ ﺴﺎﺒﻘﺘﻬﺎ‪ ،‬ﻜﻤـﺎ ﺍﻥ ﺍﻝﻔﺸـل‬
‫ﺍﻝﺫﻱ ﻗﺩ ﺘﻘﻊ ﻓﻴﻪ ﺍﻱ ﻤﻨﻬﺎ ﺴﻴﺅﺩﻱ ﺒﺩﻭﺭﻩ ﺇﻝﻰ ﺘﻌﺜﺭ ﻜل ﺍﻝﻌﻤﻠﻴﺎﺕ ﺃﻭ ﺍﻝﺨﻁـﻭﺍﺕ‬
‫ﺍﻝﻼﺤﻘﺔ‪.‬‬
‫ﻫﺫﻩ ﺍﻝﻌﻤﻠﻴﺎﺕ ﺃﻭ ﺍﻝﺨﻁﻭﺍﺕ ﻴﻤﻜﻥ ﺘﺼﻭﺭﻫﺎ ﻓﻲ ﺸﻜل ﻤﺒﻨﻰ ﻤﻜـﻭﻥ ﻤـﻥ‬
‫ﻋﺩﺓ ﺃﺩﻭﺍﺭ‪ ،‬ﻜل ﺩﻭﺭ ﻤﻨﻬﺎ ﻴﻘﻭﺩ ﺇﻝﻰ ﺍﻝﺩﻭﺭ ﺍﻝﺫﻱ ﻴﻠﻴﻪ‪ ،‬ﻭﻻ ﻴﻤﻜﻥ ﺍﻝﺼﻌﻭﺩ ﺇﻝـﻰ‬
‫ﺍﻝﺩﻭﺭ ﺍﻻﻋﻠﻰ ﺩﻭﻥ ﺍﻝﻤﺭﻭﺭ ﺒﺎﻝﺩﻭﺭ ﺍﻝﺫﻱ ﻴﺴﺒﻘﻪ‪.‬‬
‫ﻭﺘﺘﻤﺜل ﻫﺫﻩ ﺍﻝﻌﻤﻠﻴﺎﺕ ﻓﻲ ﺍﻵﺘﻲ‪:‬‬
‫ﻻ ‪ :‬ﺍﻻﻨﺘﺒﺎﻩ‪.‬‬
‫ﺃﻭ ﹰ‬
‫ﺜﺎﻨﻴﹰﺎ‪ :‬ﺍﻝﻘﺭﺍﺀﺓ‪ ،‬ﺃﻭ ﺍﻻﺴﺘﻤﺎﻉ‪ ،‬ﺃﻭ ﺍﻝﻤﺸﺎﻫﺩﺓ‪.‬‬
‫ﺜﺎﻝﺜﹰﺎ ‪ :‬ﺍﻝﻔﻬﻡ‪.‬‬
‫ﺭﺍﺒﻌﹰﺎ‪ :‬ﺍﻻﻗﺘﻨﺎﻉ‪.‬‬
‫ﺨﺎﻤﺴﹰﺎ‪ :‬ﺍﻻﻗﺘﻨﺎﺀ‪.‬‬
‫ﻭﻨﻔﺼل ﻝﻜل ﻋﻤﻠﻴﺔ ﻤﻨﻬﺎ ﻓﻴﻤﺎ ﻴﻠﻲ‪:‬‬
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‫‪EBSCO Publishing : eBook Arabic Collection Trial - printed on 4/4/2020 5:48 PM via MINISTÈRE DE L''EDUCATION‬‬
‫‪NATIONALE, DE LA FORMATION PROFESSIONNELLE‬‬
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‫‪Account: ns063387‬‬
‫‪. All rights reserved. May not be reproduced in any form without permission from the publisher, except fair uses permitted under U.S. or applicable‬‬

‫ﺍﻻﻨـﺘـﺒـﺎﻩ‬

‫ﻋﻤﻠﻴﺔ ﺠﺫﺏ ﺍﻻﻨﺘﺒﺎﻩ ﻫﻲ ﺍﻝﺨﻁﻭﺓ ﺍﻻﻭﻝﻰ ﻭﺍﻻﺴﺎﺴﻴﺔ ﻓﻲ ﻜل ﻋﻤﻠﻴﺔ ﻤـﻥ‬

‫ﻋﻤﻠﻴﺎﺕ ﺍﻻﺘﺼﺎل ﺍﻹﻋﻼﻨﻲ‪ ،‬ﻭﻴﺠﺏ ﻋﻠﻰ ﺍﻝﻘﺎﺌﻡ ﺒﻌﻤﻠﻴﺔ ﺍﻻﺘﺼﺎل ﺍﻻﻋﻼﻨـﻲ ﺍﻥ‬
‫ﻴﻌﻤل ﻋﻠﻰ ﺠﺫﺏ ﺍﻨﺘﺒﺎﻩ ﺍﻝﺠﻤﻬﻭﺭ ﺇﻝﻰ ﺍﻝﺭﺴﺎﻝﺔ ﺍﻹﻋﻼﻨﻴﺔ ﺍﻝﺘﻲ ﻴﺘﻡ ﺍﺭﺴﺎﻝﻬﺎ‪ ،‬ﻭﻤﻥ‬
‫ﺜﻡ ﻴﺤﻘﻕ ﺍﻝﻭﻅﺎﺌﻑ ﺍﻹﻋﻼﻨﻴﺔ ﺍﻻﺨﺭﻯ‪ ،‬ﺤﺘﻰ ﻴﺼل ﺇﻝﻰ ﺍﻻﺴﺘﺠﺎﺒﺔ ﺍﻝﻤﻁﻠﻭﺒﺔ ﻤﻥ‬
‫ﻗﺒل ﺍﻝﻤﺴﺘﻬﻠﻜﻴﻥ)‪.(١‬‬
‫ﻭﻴﻌﺭﻑ ﺍﻻﻨﺘﺒﺎﻩ ﻋﻠﻰ ﺃﻨﻪ ﺘﺭﻜﻴﺯ ﺍﻝﻌﻘل ﻋﻠﻰ ﻭﺍﺤﺩ ﻤﻥ ﺒﻴﻥ ﺍﻝﻌﺩﻴـﺩ ﻤـﻥ‬
‫ﺍﻝﻤﻭﻀﻭﻋﺎﺕ ﺍﻝﻤﻤﻜﻨﺔ‪ ،‬ﺃﻭ ﺘﺭﻜﻴﺯ ﺍﻝﻌﻘل ﻋﻠﻰ ﻓﻜﺭﺓ ﻤﻌﻴﻨﺔ ﻤﻥ ﺒﻴﻥ ﺍﻝﻌﺩﻴـﺩ ﻤـﻥ‬
‫ﺍﻻﻓﻜﺎﺭ‪ ،‬ﻭﺍﻻﻨﺘﺒﺎﻩ ﻴﺘﻀﻤﻥ ﺍﻻﻨﺴﺤﺎﺏ ﺃﻭ ﺍﻻﺒﺘﻌﺎﺩ ﻋﻥ ﺒﻌﺽ ﺍﻻﺸﻴﺎﺀ ﺤﺘﻰ ﻴﻤﻜﻥ‬
‫ﺍﻝﺘﻌﺎﻤل ﺒﻜﻔﺎﺀﺓ ﻤﻊ ﺒﻌﺽ ﺍﻝﻤﻭﻀﻭﻋﺎﺕ ﺍﻷﺨﺭﻯ ﺍﻝﺘﻲ ﻴﺭﻜﺯ ﻋﻠﻴﻬﺎ ﺍﻝﻔﺭﺩ ﺍﻨﺘﺒﺎﻫﻪ‪،‬‬
‫ﻭﻋﻜﺱ ﺍﻻﻨﺘﺒﺎﻩ ﻫﻭ ﺤﺎﻝﺔ ﺍﻻﻀﻁﺭﺍﺏ ﻭﺍﻝﺘﺸﻭﻴﺵ ﻭﺘﺸﺘﺕ ﺍﻝﺫﻫﻥ)‪.(٢‬‬
‫ﻜﻤﺎ ﻴﻌﺭﻑ ﺍﻻﻨﺘﺒﺎﻩ ﻋﻠﻰ ﺃﻨﻪ ﺘﻀﻴﻴﻕ ﻤﺩﻯ ﺍﻝﻤﻭﻀﻭﻋﺎﺕ ﺍﻝﺘﻲ ﻨﻬﺘﻡ ﺒﻬـﺎ‬
‫ﻭﻗﺼﺭﻩ ﻋﻠﻰ ﺍﻝﻤﻨﺒﻪ ﺍﻝﺫﻱ ﻨﺴﺘﺠﻴﺏ ﻝﻪ‪ ،‬ﻓﻴﺼﺒﺢ ﺍﻭﻀﺢ ﻭﺃﻋﻤﻕ ﻤﻥ ﻜل ﺍﻝﻤﻨﺒﻬﺎﺕ‬
‫ﺍﻷﺨﺭﻯ)‪.(٣‬‬
‫ﻻ ﻋﻥ ﺘﺭﻜﻴﺯ ﺍﻝﻌﻘل ﻋﻠﻰ ﻤﻭﻀﻭﻉ ﻭﺍﺤﺩ‪،‬‬
‫ﻭﺒﻬﺫﺍ ﻓﺈﻥ ﺍﻻﻨﺘﺒﺎﻩ ﻴﻌﺘﺒﺭ ﻤﺴﺅﻭ ﹰ‬
‫ﻭﻁﺭﺩ ﺃﻭ ﺍﺴﺘﺒﻌﺎﺩ ﺍﻝﻤﻭﻀﻭﻋﺎﺕ ﺍﻷﺨﺭﻯ‪ ،‬ﻭﻤﻌﻨﻰ ﺫﻝـﻙ ﺍﻥ ﺍﻻﻨﺘﺒـﺎﻩ ﻋﻤﻠﻴـﺔ‬
‫ﺍﻨﺘﻘﺎﺌﻴﺔ‪ ،‬ﻴﻨﺘﻘﻲ ﻓﻴﻬﺎ ﺍﻝﻌﻘل ﻤﻭﻀﻭﻋ ﹰﺎ ﻭﺍﺤﺩﺍﹰ‪ ،‬ﻴﺭﻜـﺯ ﻋﻠﻴـﻪ ﺩﻭﻥ ﻏﻴـﺭﻩ ﻤـﻥ‬
‫ﺍﻝﻤﻭﻀﻭﻋﺎﺕ)‪.(٤‬‬
‫ﻓﺎﻻﻨﺘﺒﺎﻩ ﺍﺫﹰﺍ ﻫﻭ ﻋﻤﻠﻴﺔ ﻨﻔﺴﻴﺔ ﺘﺠﻌل ﺍﻝﻔﺭﺩ ﻴﺭﻜـﺯ ﻜـل ﺤﻭﺍﺴـﻪ ﺤـﻭل‬
‫ﻤﻭﻀﻭﻉ ﻤﻌﻴﻥ‪ ،‬ﺃﻭ ﻓﻜﺭﺓ ﻤﻌﻴﻨﺔ‪ ،‬ﻭﻴﺴﺘﺒﻌﺩ ﻏﻴﺭﻫﺎ ﻤﻥ ﺍﻝﻤﻭﻀﻭﻋﺎﺕ ﻭﺍﻻﻓﻜـﺎﺭ‪،‬‬
‫‪Copyright © 2017.‬‬
‫‪copyright law.‬‬

‫‪-٢٨٣-‬‬

‫‪EBSCO Publishing : eBook Arabic Collection Trial - printed on 4/4/2020 5:48 PM via MINISTÈRE DE L''EDUCATION‬‬
‫‪NATIONALE, DE LA FORMATION PROFESSIONNELLE‬‬
‫; ‪AN: 1945112‬‬ ‫;‪.‬‬
‫‪Account: ns063387‬‬
‫‪. All rights reserved. May not be reproduced in any form without permission from the publisher, except fair uses permitted under U.S. or applicable‬‬

‫ﻭﻫﻭ ﻤﺎ ﻴﻌﻨﻲ ﺍﻥ ﺸﺩﺓ ﺍﻻﺜﺎﺭﺓ ﻝﻬﺫﺍ ﺍﻝﻤﻭﻀﻭﻉ ﻴﺘﻁﻠﺏ ﺍﻥ ﺘﻜـﻭﻥ ﻋﺎﻝﻴـﺔ‪ ،‬ﺒﻤـﺎ‬
‫ﻴﻀﻤﻥ ﺤﺩﻭﺙ ﺍﻻﻨﺘﺒﺎﻩ ﺍﻝﻤﻁﻠﻭﺏ‪.‬‬
‫ﻭﻴﻌﺭﻑ ﺍﻻﻨﺘﺒﺎﻩ ﻓﻲ ﺍﻹﻋﻼﻥ ﻋﻠﻰ ﺍﻨﻪ ﺘﺭﻜﻴﺯ ﺍﻝﻁﺎﻗﺔ ﺍﻝﻨﻔﺴﻴﺔ ﻝﻠﻤﺴـﺘﻬﻠﻙ‬
‫ﻋﻠﻰ ﺍﻹﻋﻼﻥ ﺒﺩﺍﻓﻊ ﺨﺎﺭﺝ ﻋﻥ ﺇﺭﺍﺩﺘﻪ ﻋﻥ ﻁﺭﻴﻕ ﺍﻝﺤﻭﺍﺱ)‪ ،(٥‬ﻭﻴﻤﺜل ﺍﻻﻨﺘﺒـﺎﻩ‬
‫ﺍﻻﺴﺘﺠﺎﺒﺔ ﺍﻻﻭﻝﻰ ﻝﻠﻤﺸﺘﺭﻱ‪ ،‬ﻭﻫﻲ ﺍﻝﺘﻲ ﺘﺤﺩﺩ ﺤﺴﺎﺴﻴﺔ ﺍﻝﻤﺸﺘﺭﻱ ﻓﻲ ﺍﻝﺤﺼـﻭل‬
‫ﻋﻠﻰ ﺃﻜﺒﺭ ﻗﺩﺭ ﻤﻥ ﺍﻝﻤﻌﻠﻭﻤﺎﺕ ﻋﻥ ﺍﻝﺴﻠﻌﺔ ﺍﻝﻤﻌﻠﻥ ﻋﻨﻬﺎ)‪.(٦‬‬
‫ﻭﻤﻥ ﻫﻨﺎ ﻴﺤﺎﻭل ﻤﺼﺼﻡ ﺍﻹﻋﻼﻥ ﺩﻓﻊ ﺍﻝﻤﺴﺘﻬﻠﻙ ﺇﻝـﻰ ﺘﻭﺠﻴـﻪ ﻓﻜـﺭﻩ‬
‫ﻭﺤﺼﺭ ﺍﻨﺘﺒﺎﻫﻪ ﻓﻲ ﺍﻹﻋﻼﻥ‪ ،‬ﻭﺇﺤﻼل ﺍﻹﻋﻼﻥ ﻓﻲ ﺒـﺅﺭﺓ ﺸـﻌﻭﺭ ﺍﻝﻤﺴـﺘﻬﻠﻙ‬
‫ﺒﻤﺅﺜﺭﺍﺕ ﺨﺎﺭﺠﻴﺔ ﻋﻥ ﺍﺭﺍﺩﺘﻪ‪ ،‬ﺒﺤﻴﺙ ﻴﺘﺠﻪ ﻜﻠﻴﹰﺎ ﻨﺤﻭ ﺍﻹﻋﻼﻥ‪ ،‬ﻭﺒﻌﺩ ﺫﻝﻙ ﻴﺘﻤﻜﻥ‬
‫ﻤﺼﻤﻡ ﺍﻹﻋﻼﻥ ﻤﻥ ﺍﺴﺘﻐﻼل ﺍﻝﺨﺼﺎﺌﺹ ﺍﻹﻋﻼﻨﻴﺔ ﺍﻷﺨﺭﻯ ﻓﻲ ﺯﻴﺎﺩﺓ ﻓﺎﻋﻠﻴـﺔ‬
‫ﺍﻹﻋﻼﻥ‪ ،‬ﻭﺘﺄﺜﻴﺭﻩ ﻋﻠﻰ ﺍﻝﻤﺴﺘﻬﻠﻙ)‪.(٧‬‬
‫ﺍﻥ ﻋﻤﻠﻴﺔ ﺍﻻﻨﺘﺒﺎﻩ ﻫﻲ ﺍﻝﺨﻁﻭﺓ ﺍﻷﻭﻝﻰ ﻓﻲ ﺭﺤﻠﺔ ﻨﺠﺎﺡ ﺍﻹﻋﻼﻥ‪ ،‬ﻭﺘﺴﻭﻴﻕ‬
‫ﺍﻝﻤﻨﺘﺞ‪ ،‬ﻭﺒﺎﻝﺘﺎﻝﻲ ﻓﺈﻨﻪ ﺜﻤﺔ ﻤﺠﻤﻭﻋﺔ ﻤﻥ ﺍﻝﺤﻘﺎﺌﻕ ﺍﻝﺘﻲ ﻴﺠﺏ ﺍﻥ ﻴﻨﺘﺒﻪ ﺇﻝﻴﻬﺎ ﺍﻝﻤﻌﻠﻥ‬
‫ﺤﺘﻰ ﻴﻨﺠﺢ ﻓﻲ ﺨﻁﻭﺘﻪ ﻫﺫﻩ‪ ،‬ﻭﻴﺠﺘﺎﺯﻫﺎ ﺒﺄﻤﺎﻥ ﺇﻝﻰ ﺍﻝﺨﻁﻭﺍﺕ ﺍﻝﺘﻲ ﺘﻠﻴﻬﺎ‪ ،‬ﻭﺫﻝـﻙ‬
‫ﻜﺎﻝﺘﺎﻝﻲ‪:‬‬
‫‪ ١‬ـ ﺍﻥ ﻋﻤﻠﻴﺔ ﺍﻻﻨﺘﺒﺎﻩ ﺘﺘﻁﻠﺏ ﺩﺭﺍﺴﺔ ﻭﺍﻓﻴـﺔ ﻝﻠﺠﻤﻬـﻭﺭ ﺍﻝﻤﺴـﺘﻬﺩﻑ‪،‬‬
‫ﻝﻠﺘﻌﺭﻑ ﻋﻠﻰ ﺨﺼﺎﺌﺼﻪ ﻭﻤﻴﻭﻝﻪ ﻭﻤﺘﻁﻠﺒﺎﺘﻪ ﻭﺍﺘﺠﺎﻫﺎﺘﻪ ﻭﺘﻔﻀﻴﻼﺘﻪ ﻭﺍﺤﺘﻴﺎﺠﺎﺘـﻪ‬
‫ﻼ ﺒﺎﻝﺠﻤﻬﻭﺭ ﺍﻝﺫﻱ‬
‫ﻭﻤﻌﺘﻘﺩﺍﺘﻪ ﻭﻗﻴﻤﻪ ﺍﻝﺜﻘﺎﻓﻴﺔ‪ ،‬ﺤﺘﻰ ﻴﻜﻭﻥ ﺍﻝﻤﻌﻠﻥ ﻤﻠﻤﹰﺎ ﺍﻝﻤﺎﻤﹰﺎ ﻜﺎﻤ ﹰ‬
‫ﻴﺨﺎﻁﺒﻪ‪ ،‬ﻭﻴﺴﺘﺨﺩﻡ ﺒﺎﻝﺘﺎﻝﻲ ﺍﻷﺴﺎﻝﻴﺏ ﺍﻝﻤﻼﺌﻤﺔ ﻝﺸﺩ ﺍﻨﺘﺒﺎﻫﻪ‪.‬‬
‫ﻭﻗﺩ ﻴﺘﺭﺘﺏ ﻋﻠﻰ ﻋﺩﻡ ﺍﻝﻤﻌﺭﻓﺔ ﺍﻝﻜﺎﻤﻠﺔ ﻝﻠﺠﻤﻬﻭﺭ ﺍﺴﺘﺨﺩﺍﻡ ﻁﺭﻕ ﻭﺃﺴﺎﻝﻴﺏ‬
‫ﻝﻼﻨﺘﺒﺎﻩ ﻤﻥ ﺍﻝﻤﺤﺘﻤل ﺍﻥ ﺘﻜﻭﻥ ﻤﻨﺎﻓﻴﺔ ﻝﻠﻘﻴﻡ ﻭﺍﻝﺜﻘﺎﻓﺔ ﺍﻝﺴﺎﺌﺩﺓ‪ ،‬ﻤﻤﺎ ﻗﺩ ﻴﺴﺒﺏ ﻨﻔﻭﺭﹰﺍ‬
‫ﺠﻤﺎﻫﻴﺭﻴﹰﺎ ﺘﺠﺎﻩ ﺍﻹﻋﻼﻥ‪.‬‬
‫‪Copyright © 2017.‬‬
‫‪copyright law.‬‬

‫‪-٢٨٤-‬‬

‫‪EBSCO Publishing : eBook Arabic Collection Trial - printed on 4/4/2020 5:48 PM via MINISTÈRE DE L''EDUCATION‬‬
‫‪NATIONALE, DE LA FORMATION PROFESSIONNELLE‬‬
‫; ‪AN: 1945112‬‬ ‫;‪.‬‬
‫‪Account: ns063387‬‬
‫‪. All rights reserved. May not be reproduced in any form without permission from the publisher, except fair uses permitted under U.S. or applicable‬‬

‫‪ ٢‬ـ ﻋﻠﻰ ﺍﻝﻤﻌﻠﻥ ﺍﻥ ﻴﻔﻜﺭ ﻤﻠﻴﺌﹰﺎ ﻓﻲ ﺍﺨﺘﻴﺎﺭ ﺍﻝﻭﺴﻴﻠﺔ ﺍﻝﻤﻼﺌﻤﺔ ﻹﻋﻼﻨـﻪ‪،‬‬

‫ﻭﻓﻘﹰﺎ ﻻﻋﺘﺒﺎﺭﺍﺕ ﻋﺩﻴﺩﺓ‪ ،‬ﻤﻥ ﺃﻫﻤﻬﺎ ﺘﻔﻀﻴﻼﺕ ﻭﺍﺴﺘﺨﺩﺍﻤﺎﺕ ﺍﻝﺠﻤﻬﻭﺭ ﻝﻠﻭﺴـﺎﺌل‬
‫ﺍﻝﻤﺘﻌﺩﺩﺓ ﻓﻲ ﺍﻝﺒﻴﺌﺔ ﺍﻝﺘﻲ ﺴﻴﻨﺸﺭ ﻓﻴﻬﺎ ﺍﻹﻋﻼﻥ‪ ،‬ﻭﻁﺒﻴﻌﺔ ﺍﻝﺴﻠﻌﺔ ﺍﻝﻤﻌﻠـﻥ ﻋﻨﻬـﺎ‪،‬‬
‫ﻼ ـ ﺇﻥ ﺇﻋﻼﻨﺎﺕ ﻝﻌﺏ ﺍﻻﻁﻔﺎل ﺴﺘﻠﻘﻰ ﺍﻨﺘﺒﺎﻫﹰﺎ ﺃﻜﺒﺭ ﻤﻥ ﺠﺎﻨﺏ‬
‫ﻓﻤﻥ ﺍﻝﻤﺅﻜﺩ ـ ﻤﺜ ﹰ‬
‫ﻫﺫﻩ ﺍﻝﻔﺌﺔ ﺇﺫﺍ ﺘﺨﻠﻠﺕ ﺒﺭﺍﻤﺞ ﺍﻻﻁﻔﺎل ﻭﺍﻝﺭﺴﻭﻡ ﺍﻝﻤﺘﺤﺭﻜﺔ ﻓﻲ ﺍﻝﻘﻨﻭﺍﺕ ﺍﻝﺘﻠﻔﺯﻴﻭﻨﻴﺔ‬
‫ﺍﻝﻤﻭﺠﻬﺔ ﻝﻼﻁﻔﺎل‪.‬‬
‫‪ ٣‬ـ ﻋﻠﻰ ﻤﺼﻤﻡ ﺍﻹﻋﻼﻥ ﺃﻥ ﻴﻨﺘﺒﻪ ﺠﻴﺩﹰﺍ ﺇﻝﻰ ﺍﻨﺘﻘـﺎﺀ ﺍﻝﻭﺍﻨـﻪ ﺒﻌﻨﺎﻴـﺔ‪،‬‬
‫ﻓﻠﻼﻝﻭﺍﻥ ﻤﻌﺎﻥ ﻤﺘﻌﺩﺩﺓ‪ ،‬ﻭﺘﺄﺜﻴﺭﻝﺕ ﻜﺒﻴﺭﺓ‪ ،‬ﻭﺒﺎﻝﺘﺎﻝﻲ ﻓﺈﻥ ﺍﺴـﺘﺨﺩﺍﻤﻬﺎ ﻴﺠـﺏ ﺍﻥ‬
‫ﻴﻜﻭﻥ ﻤﺤﺴﻭﺒﺎﹰ‪ ،‬ﺫﻝﻙ ﺍﻥ ﺍﻻﻝﻭﺍﻥ ﺍﻝﻤﺭﻜﺒﺔ ﺘﺭﻜﻴﺒﹰﺎ ﺠﻴﺩﺍﹰ‪ ،‬ﻭﺍﻝﻤﺨﺘﺎﺭﺓ ﺒﻌﻨﺎﻴﺔ ﺘﺴـﻬﻡ‬
‫ﻜﺜﻴﺭﹰﺍ ﻓﻲ ﻝﻔﺕ ﺍﻨﺘﺒﺎﻩ ﺍﻝﺠﻤﻬﻭﺭ‪.‬‬
‫‪ ٤‬ـ ﻋﻠﻰ ﺍﻝﻤﻌﻠﻥ ﺍﻥ ﻴﺩﺭﻙ ﺍﻥ ﺍﻝﺘﺒﺎﻴﻥ ﻴﺅﺜﺭ ﺒﻘﻭﺓ ﻓﻲ ﻋﻤﻠﻴﺔ ﺸﺩ ﺍﻻﻨﺘﺒﺎﻩ‪،‬‬
‫ﻓﺼﻭﺭﺓ ﺁﻝﺔ ﻀﺨﻤﺔ ﻭﺇﻝﻰ ﺠﺎﻨﺒﻬﺎ ﻋﺎﻤل ﺼﻐﻴﺭ‪ ،‬ﺃﻭ ﺼـﻭﺭﺓ ﻗـﺎﻁﺭﺓ ﻜﺒﻴـﺭﺓ‬
‫ﻭﺤﺩﻴﺜﺔ‪ ،‬ﻭﺒﺠﺎﻨﺒﻬﺎ ﻗﺎﻁﺭﺓ ﻗﺩﻴﻤﺔ‪ ،‬ﻭﺍﻝﻜﺘﺎﺒﺔ ﺍﻝﺒﻴﻀﺎﺀ ﻋﻠﻰ ﺃﺭﻀﻴﺔ ﺴـﻭﺩﺍﺀ‪ ،‬ﻜـل‬
‫ﺫﻝﻙ ﻤﻥ ﺸﺄﻨﻪ ﺍﻥ ﻴﺯﻴﺩ ﻤﻥ ﺸﺩﺓ ﺍﻻﻨﺘﺒﺎﻩ ﺘﺠﺎﻩ ﺍﻹﻋﻼﻥ)‪.(٨‬‬
‫‪ ٥‬ـ ﻋﻠﻰ ﺍﻝﻤﻌﻠﻥ ﺍﻥ ﻴﻨﺘﺒﻪ ﺇﻝﻰ ﺍﻥ ﻴﻜﻭﻥ ﺍﻹﻋﻼﻥ ﺴﻬل ﺍﻝﺭﺅﻴﺔ ﺃﻭﺍﻝﻘﺭﺍﺀﺓ‬
‫ﺃﻭﺍﻻﺴﺘﻤﺎﻉ‪ ،‬ﻭﺫﻝﻙ ﻭﻓﻘﹰﺎ ﻝﻠﻭﺴﻴﻠﺔ ﺍﻝﻤﺴﺘﺨﺩﻤﺔ‪ ،‬ﻓﺎﻹﻋﻼﻥ ﺍﻝﺫﻱ ﻴﻭﻀﻊ ﻭﺴﻁ ﻜﻤـﹰﺎ‬
‫ﻜﺒﻴﺭﹰﺍ ﻤﻥ ﺍﻹﻋﻼﻨﺎﺕ ﺍﻷﺨﺭﻯ ﺴﻭﻑ ﻝﻥ ﻴﻠﻘﻰ ﺍﻻﻨﺘﺒﺎﻩ ﺍﻝﻤﻁﻠﻭﺏ‪ ،‬ﻭﻴﻨﻁﺒﻕ ﺫﻝـﻙ‬
‫ﻋﻠﻰ ﺇﻋﻼﻨﺎﺕ ﺍﻝﻁﺭﻕ ﻭﺍﻝﺼﺤﻑ ﻭﺍﻝﺭﺍﺩﻴﻭ ﻭﺍﻝﺘﻠﻔﺯﻴﻭﻥ ﻋﻠﻰ ﺍﻝﺴﻭﺍﺀ‪.‬‬
‫ﻼ ﻤﻬﻤﹰﺎ ﻤﻥ ﺍﻝﻌﻭﺍﻤل ﺍﻝﺘﻲ‬
‫‪ ٦‬ـ ﺘﻤﺜل ﺍﻝﻤﺴﺎﺤﺔ ﺍﻝﻤﺨﺼﺼﺔ ﻝﻺﻋﻼﻥ ﻋﺎﻤ ﹰ‬
‫ﺘﺅﺜﺭ ﻓﻲ ﻋﻤﻠﻴﺔ ﺍﻻﻨﺘﺒﺎﻩ‪ ،‬ﻓﺎﻝﻤﺴﺎﺤﺎﺕ ﺍﻝﻜﺒﻴﺭﺓ ﺨﺎﺼـﺔ ﻓـﻲ ﺍﻝﺼـﺤﻑ‪ ،‬ﻭﻓـﻲ‬
‫ﺇﻋﻼﻨﺎﺕ ﺍﻝﻁﺭﻕ ﻤﻥ ﺸﺄﻨﻬﺎ ﺍﻥ ﺘﺯﻴﺩ ﻤﻥ ﺩﺭﺠﺔ ﺍﻨﺘﺒﺎﻩ ﺍﻝﺠﻤﻬﻭﺭ ﻝﻺﻋﻼﻥ‪.‬‬
‫ﻭﺘﺯﺩﺍﺩ ﺃﻫﻤﻴﺔ ﺍﻝﻤﺴﺎﺤﺔ ﻓﻲ ﻅل ﺤﺩﺓ ﺍﻝﺘﺯﺍﺤﻡ ﺍﻝﺘﻲ ﺘﺸﻬﺩﻫﺎ ﺍﻹﻋﻼﻨـﺎﺕ‪،‬‬
‫ﻭﺒﺎﻝﺘﺎﻝﻲ ﻨﻼﺤﻅ ﺍﻥ ﺍﻝﻌﺩﻴﺩ ﻤﻥ ﺍﻝﻤﻌﻠﻨﻴﻥ ﻴﻘﻭﻤﻭﻥ ﺒﺤﺠﺯ ﺼﻔﺤﺎﺕ ﻜﺎﻤﻠـﺔ ﻓـﻲ‬
‫‪Copyright © 2017.‬‬
‫‪copyright law.‬‬

‫‪-٢٨٥-‬‬

‫‪EBSCO Publishing : eBook Arabic Collection Trial - printed on 4/4/2020 5:48 PM via MINISTÈRE DE L''EDUCATION‬‬
‫‪NATIONALE, DE LA FORMATION PROFESSIONNELLE‬‬
‫; ‪AN: 1945112‬‬ ‫;‪.‬‬
‫‪Account: ns063387‬‬
‫‪. All rights reserved. May not be reproduced in any form without permission from the publisher, except fair uses permitted under U.S. or applicable‬‬

‫ﺍﻝﺼﺤﻑ ﻭﻴﻨﺸﺭﻭﻥ ﻓﻴﻬﺎ ﺇﻋﻼﻨﹰﺎ ﻭﺍﺤﺩﺍﹰ‪ ،‬ﻭﺫﻝﻙ ﺒﻬﺩﻑ ﻝﻔﺕ ﺍﺘﺒﺎﻩ ﺍﻝﻘﺭﺍﺀ‪ ،‬ﻜﻤﺎ ﻴﻠﺠﺄ‬
‫ﻤﻌﻠﻨﻭﺍ ﺍﻝﻁﺭﻕ ﺇﻝﻰ ﻨﺸﺭ ﺇﻋﻼﻨﺎﺘﻬﻡ ﻓﻲ ﻜﻠﻤﺎﺕ ﻤﺤﺩﻭﺩﺓ ﻋﻠـﻰ ﻝﻭﺤـﺎﺕ ﻜﺒﻴـﺭﺓ‬
‫ﻭﻤﻀﺌﻴﺔ‪ ،‬ﻭﻓﻲ ﺃﻤﺎﻜﻥ ﻤﻼﺌﻤﺔ‪.‬‬
‫ﻼ ﻤﻬﻤﹰﺎ ﻓﻲ ﺠﺫﺏ ﺍﻻﻨﺘﺒﺎﻩ‪،‬‬
‫‪٧‬ـ ﻴﺸﻜل ﺍﺴﺘﺨﺩﺍﻡ ﺍﻝﻤﺸﺎﻫﻴﺭ ﻓﻲ ﺍﻹﻋﻼﻥ ﻋﺎﻤ ﹰ‬
‫ﻓﻜﺜﻴﺭﹰﺍ ﻤﺎ ﻴﻠﻘﻰ ﺇﻋﻼﻨﹰﺎ ﻤﺎ ﺍﻫﺘﻤﺎﻤﹰﺎ ﻤﻥ ﺍﻝﻨﺎﺱ ﺒﺴﺒﺏ ﺍﺤﺘﻭﺍﺌﻪ ﻋﻠﻰ ﺸﺨﺼﻴﺔ ﻓﻨﻴﺔ‪،‬‬
‫ﺃﻭ ﻤﻤﺜل ﻤﺸﻬﻭﺭ‪ ،‬ﺃﻭ ﻨﺠﻡ ﺭﻴﺎﻀﻲ ‪ ،‬ﺃﻭ ﺸﺨﺼﻴﺔ ﺍﺠﺘﻤﺎﻋﻴﺔ ﻤﺤﺒﻭﺒﺔ‪ ،‬ﺃﻭ ﻏﻴـﺭ‬
‫ﻻ ﻝﺩﻯ ﺍﻝﺠﻤﻬﻭﺭ‪.‬‬
‫ﺫﻝﻙ ﻤﻥ ﺍﻝﺸﺨﺼﻴﺎﺕ ﺍﻝﺘﻲ ﺘﻠﻘﻰ ﻗﺒﻭ ﹰ‬
‫‪ ٨‬ـ "ﻜﻠﻤﺎﺕ ﻗﻠﻴﻠﺔ ﻤﺜﻴﺭﺓ ﺍﻓﻀل ﻤﻥ ﺠﻤل ﻁﻭﻴﻠﺔ ﻤﻤﻠﺔ"‪ ،‬ﺍﻥ ﺍﻻﻝﺘﺯﺍﻡ ﺒﻬﺫﻩ‬
‫ﺍﻝﻘﺎﻋﺩﺓ ﻤﻥ ﺸﺄﻨﻪ ﺍﻥ ﻴﺤﻔﺯ ﺍﻨﺘﺒﺎﻩ ﺍﻝﺠﻤﻬﻭﺭ ﻝﻺﻋﻼﻥ‪ ،‬ﻭﺨﺎﺼﺔ ﻓـﻲ ﺍﻹﻋﻼﻨـﺎﺕ‬
‫ﺍﻝﻤﻘﺭﺅﺓ‪ ،‬ﺤﻴﺙ ﻴﻜﻭﻥ ﺒﺎﻤﻜﺎﻥ ﺍﻝﻜﻠﻤﺎﺕ ﺍﻝﻤﻨﺘﻘﺎﺓ ﺒﻌﻨﺎﻴﺔ ﺍﻥ ﺘﻜﻭﻥ ﺃﻜﺜﺭ ﺠﺫﺒﹰﺎ ﻝﻼﻨﺘﺒﺎﻩ‬
‫ﻤﻥ ﺍﻝﻜﻠﻤﺎﺕ ﺍﻝﻤﺘﺭﺍﺼﺔ ﺍﻝﻤﻜﺭﺭﺓ ﻭﺍﻝﻤﻤﻠﺔ‪ ،‬ﻭﺍﻝﺘﻲ ﻻ ﺘﻀﻴﻑ ﺠﺩﻴﺩ‪ ،‬ﻜﻤﺎ ﺍﻥ ﺍﻨﺘﻘﺎﺀ‬
‫ﺍﻝﻜﻠﻤﺎﺕ ﺫﺍﺕ ﺍﻝﻤﻌﺎﻨﻲ ﺍﻝﻘﻭﻴﺔ ﻭﺍﻝﻤﻭﺤﻴﺔ‪ ،‬ﻭﺍﻝﺘﻲ ﺘﺜﻴﺭ ﻓﻲ ﺍﻝﻨﻔﺱ ﺍﻫـﻭﺍﺀ ﻤﻌﻴﻨـﺔ‬
‫ﻜﻜﻠﻤﺎﺕ‪ :‬ﺤﻘﻴﻘﺔ ـ ﺤﺭﻴﺔ ـ ﻨﺠﺎﺡ ـ ﺤﺏ ‪ ..‬ﻤﻥ ﺸﺄﻨﻪ ﺍﻥ ﻴﺠﻌل ﺍﻹﻋﻼﻥ ﺃﻜﺜﺭ‬
‫ﺠﺫﺒﹰﺎ ﻝﻼﻨﺘﺒﺎﻩ‪.‬‬
‫ﻼ ﻓﻲ ﺯﻴـﺎﺩﺓ‬
‫‪ ٩‬ـ ﺍﻥ ﺍﻨﺘﻘﺎﺀ ﺍﻻﺒﻨﺎﻁ ﻭﻨﻭﻋﻴﺎﺕ ﺍﻝﺤﺭﻭﻑ ﻴﻌﺩ ﻋﺎﻤﻼ ﻓﺎﻋ ﹰ‬
‫ﺩﺭﺠﺔ ﺍﻻﻨﺘﺒﺎﻩ‪ ،‬ﻓﺎﻝﺤﺭﻭﻑ ﺍﻝﻭﺍﻀﺤﺔ‪ ،‬ﻭﺍﻻﺒﻨﺎﻁ ﺍﻝﻜﺒﻴﺭﺓ ﻓﻲ ﺍﻹﻋﻼﻨﺎﺕ ﺍﻝﻤﻘـﺭﺅﺓ‬
‫ﺘﺠﻌل ﺍﻝﺠﻤﻬﻭﺭ ﻴﻨﺘﺒﻪ ﺇﻝﻰ ﺍﻹﻋﻼﻥ‪ ،‬ﻭﻴﻠﺘﻔﺕ ﺇﻝﻴﻪ‪ ،‬ﻭﺫﻝﻙ ﺒﻌﻜﺱ ﺍﺴﺘﺨﺩﺍﻡ ﺍﻻﺒﻨﺎﻁ‬
‫ﺍﻝﺼﻐﻴﺭﺓ‪.‬‬
‫‪ ١٠‬ـ ﺘﺅﺜﺭ ﻋﻤﻠﻴﺔ ﺍﺨﺭﺍﺝ ﺍﻝﻨﺹ ﺍﻹﻋﻼﻨﻲ ﻋﻠﻰ ﺩﺭﺠﺔ ﺍﻨﺘﺒﺎﻩ ﺍﻝﻤﺘﻠﻘـﻲ‬
‫ﻝﻠﻤﻌﻠﻥ ﺒﺼﻭﺭﺓ ﻭﺍﻀﺤﺔ‪ ،‬ﻭﻴﻨﻁﺒﻕ ﺫﻝﻙ ﻋﻠﻰ ﻜـل ﻤـﻥ ﺍﻹﻋـﻼﻥ ﺍﻝﺼـﺤﻔﻲ‪،‬‬
‫ﻭﺍﻝﻤﺴﻤﻭﻉ‪ ،‬ﻭﺍﻝﻤﺭﺌﻲ ﻋﻠﻰ ﺤﺩ ﺴﻭﺍﺀ‪.‬‬
‫‪Copyright © 2017.‬‬
‫‪copyright law.‬‬

‫‪-٢٨٦-‬‬

‫‪EBSCO Publishing : eBook Arabic Collection Trial - printed on 4/4/2020 5:48 PM via MINISTÈRE DE L''EDUCATION‬‬
‫‪NATIONALE, DE LA FORMATION PROFESSIONNELLE‬‬
‫; ‪AN: 1945112‬‬ ‫;‪.‬‬
‫‪Account: ns063387‬‬
‫‪. All rights reserved. May not be reproduced in any form without permission from the publisher, except fair uses permitted under U.S. or applicable‬‬

‫ﻻ ﻓﻨﻴﺔ ﻻﺒﺩ ﺍﻥ ﻴﺘﻘﻨﻬﺎ ﻤﺼﻤﻡ ﺍﻹﻋﻼﻥ‪ ،‬ﺍﻝﺫﻱ ﻴﺠﺏ‬

‫ﻭﻝﻌﻤﻠﻴﺔ ﺍﻻﺨﺭﺍﺝ ﺃﺼﻭ ﹰ‬
‫ﺍﻥ ﻴﻜﻭﻥ ﺩﺍﺭﺴﹰﺎ ﻭﻤﺘﺨﺼﺼﹰﺎ ﻭﺨﺒﻴﺭﺍﹰ‪ ،‬ﺒﻤﺎ ﻴﻤﻜﻨﻪ ﻤﻥ ﺘﻘﺩﻴﻡ ﺇﻋﻼﻨﹰﺎ ﻤﺒﺘﻜﺭﺍﹰ‪ ،‬ﻓﻴـﻪ‬
‫ﻤﻥ ﺍﻝﻌﻨﺎﺼﺭ ﺍﻝﻔﻨﻴﺔ ﻤﺎ ﻴﺅﻫﻠﻪ ﻻﻥ ﻴﻜﻭﻥ ﺠﺫﺍﺒﹰﺎ ﻭﻤﺜﻴﺭﹰﺍ‪.‬‬
‫‪ ١١‬ـ ﻭﺃﺨﻴﺭﹰﺍ ﻓﺈﻥ ﻋﻠﻰ ﺍﻝﻤﻌﻠﻥ ﺍﻥ ﻴﻜﻭﻥ ﻋﻠﻰ ﺩﺭﺍﻴﺔ ﺘﺎﻤﺔ ﻭﻗﻨﺎﻋﺔ ﻤﻁﻠﻘﺔ‬
‫ﻼ ﺘﺎﻤﹰﺎ ﻝﻺﻋـﻼﻥ‪ ،‬ﻭﺍﻥ ﻋﻠﻴـﻪ‬
‫ﺒﺎﻥ ﺃﻱ ﺍﺨﻔﺎﻕ ﻓﻲ ﺸﺩ ﺍﻨﺘﺒﺎﻩ ﺍﻝﺠﻤﻬﻭﺭ ﻤﻔﺎﺩﻩ ﻓﺸ ﹰ‬
‫ﺒﺎﻝﺘﺎﻝﻲ ﺍﻥ ﻴﺒﺩﻉ ﻝﻴﺒﺘﻜﺭ ﺇﻋﻼﻥ ﺠﺩﻴﺩ‪ ،‬ﻏﻴﺭ ﻤﺄﻝﻭﻑ‪ ،‬ﺨﺎل ﻤﻥ ﺍﻝﺘﻜﺭﺍﺭ ﻭﺍﻝﻨﻤﻁﻴﺔ‪،‬‬
‫ﻓﻴﻪ ﻤﻥ ﻋﻨﺎﺼﺭ ﺍﻝﺠﺫﺏ ﻭﺍﻻﺒﻬﺎﺭ ﻭﺍﻝﻘﻭﺓ ﻭﺍﻝﺘﺄﺜﻴﺭ ﻤﺎ ﻴﺠﻌﻠﻪ ﻤﺤﻁ ﻭﻤﺜﺎﺭ ﺍﻫﺘﻤﺎﻡ‬
‫ﻭﻋﻨﺎﻴﺔ ﺍﻝﻤﺘﻠﻘﻲ‪.‬‬
‫‪Copyright © 2017.‬‬
‫‪copyright law.‬‬

‫‪-٢٨٧-‬‬

‫‪EBSCO Publishing : eBook Arabic Collection Trial - printed on 4/4/2020 5:48 PM via MINISTÈRE DE L''EDUCATION‬‬
‫‪NATIONALE, DE LA FORMATION PROFESSIONNELLE‬‬
‫; ‪AN: 1945112‬‬ ‫;‪.‬‬
‫‪Account: ns063387‬‬
‫‪. All rights reserved. May not be reproduced in any form without permission from the publisher, except fair uses permitted under U.S. or applicable‬‬

‫ﺍﻝﻘﺭﺍﺀﺓ‪ ،‬ﺃﻭ ﺍﻝﻤﺸﺎﻫﺩﺓ‪ ،‬ﺃﻭ ﺍﻻﺴﺘﻤﺎﻉ‬

‫ﺇﺫﺍ ﻜﺎﻨﺕ ﺍﻝﺨﻁﻭﺓ ﺍﻻﻭﻝﻰ ﻫﻲ ﻝﻔﺕ ﻨﺘﺒﺎﻩ ﺍﻝﻤﺘﻠﻘﻲ‪ ،‬ﻭﺠﻌﻠﻪ ﻴﻨﺘﺒﻪ ﻝﻺﻋـﻼﻥ‪،‬‬
‫ﻓﺈﻥ ﺍﻝﺨﻁﻭﺓ ﺍﻝﺜﺎﻨﻴﺔ ﻫﻲ ﺩﻓﻌﻪ ـ ﺃﻱ ﺍﻝﻤﺘﻠﻘﻲ ـ ﻝﻴﻘﺭﺃ‪ ،‬ﺃﻭ ﻴﺴـﺘﻤﻊ‪ ،‬ﺃﻭ ﻴﺸـﺎﻫﺩ‬
‫ﺍﻹﻋﻼﻥ‪ ،‬ﻭﻻﺒﺩ ﺍﻥ ﻴﺴﻌﻰ ﺍﻝﻤﻌﻠﻥ ﺒﻜل ﺍﻤﻜﺎﻨﻴﺎﺘﻪ ﻻﺠﺘﻴﺎﺯ ﻫﺫﻩ ﺍﻝﺨﻁﻭﺓ ﺒﻨﺠـﺎﺡ‪،‬‬
‫ﻭﺇﻻ ﻓﺈﻥ ﺍﻹﻋﻼﻥ ﺒﺭﻤﺘﻪ ﻤﺂﻝﻪ ﺍﻝﻔﺸل‪.‬‬
‫ﻭﺤﺘﻰ ﻴﺘﻤﻜﻥ ﺍﻝﻤﻌﻠﻥ ﻤﻥ ﺫﻝﻙ ﻻﺒﺩ ﻝﻪ ﻤﻥ ﻤﺭﺍﻋﺎﺓ ﺍﻵﺘﻲ‪:‬‬

‫ﺃ ـ ﻋﻠﻰ ﺼﻌﻴﺩ ﺍﻝﻘﺭﺍﺀﺓ‪:‬‬

‫‪ ١‬ـ ﻋﻠﻰ ﺍﻝﻤﻌﻠﻥ ﺍﻥ ﻴﺴﺘﺨﺩﻡ ﻜﻠﻤﺎﺕ ﻗﻠﻴﻠﺔ ﻤﻌﺒﺭﺓ ﻭﻤﻭﺤﻴﺔ‪ ،‬ﻝﻬـﺎ ﻭﻗـﻊ‬
‫ﺍﻴﺠﺎﺒﻲ ﻋﻠﻰ ﻨﻔﺱ ﺍﻝﻘﺎﺭﺉ‪ ،‬ﻭﻤﺤﻁ ﺍﺜﺎﺭﺓ ﻻﻫﺘﻤﺎﻤﻪ‪.‬‬
‫‪ ٢‬ـ ﺍﻥ ﻴﺘﻀﻤﻥ ﺍﻹﻋﻼﻥ ﻤﻌﻠﻭﻤﺎﺕ ﺠﺩﻴﺩﺓ ﻻ ﻴﻌﺭﻓﻬﺎ ﺍﻝﻤﺴﺘﻬﻠﻙ ﻤﻥ ﻗﺒل‪،‬‬
‫ﻓﺄﻜﺜﺭ ﻤﺎ ﻴﺸﺩ ﺍﻝﻤﺘﻠﻘﻲ ﻫﻭ ﺍﻝﻤﻌﻠﻭﻤﺎﺕ‪.‬‬
‫‪ ٣‬ـ ﺍﻥ ﻴﺘﺨﻠﺹ ﺍﻝﻨﺹ ﺍﻹﻋﻼﻨﻲ ﻤﻥ ﺍﻝﻜﻠﻤﺎﺕ ﺍﻝﻤﻜﺭﺭﺓ ﻭﺍﻝﻨﻤﻁﻴﺔ‪ ،‬ﻭﺍﻝﺘﻲ‬
‫ﻤلﺀ ﺍﻝﻨﺎﺱ ﻤﻨﻬﺎ ﺠﺭﺍﺀ ﺍﻝﺘﻜﺭﺍﺭ ﺍﻝﻤﺴـﺘﻤﺭ ﻝﻬـﺎ ﻤﺜـل "ﻨﺤـﻥ ﺍﻻﻓﻀـل"‪ ،‬ﺃﻭ‬
‫"ﺍﺸﺭﺏ‪ ،"...‬ﺃﻭ ﻤﺎ ﺸﺎﺒﻪ ﺫﻝﻙ ﻤﻥ ﻜﻠﻤﺎﺕ ﻭﺠﻤل ﺼﺎﺭﺕ ﻤﻴﺘﺔ ﻝﻜﺜﺭﺓ ﺍﺴﺘﺨﺩﺍﻤﻬﺎ‪.‬‬
‫‪ ٤‬ـ ﻤﻥ ﺍﻝﻤﻬﻡ ﺠﺩﹰﺍ ﺍﻥ ﻴﺤﺘﻭﻱ ﺍﻹﻋﻼﻥ ﻋﻠﻰ ﻭﻋﻭﺩ ﺼﺎﺩﻗﺔ ﻝﻠﻤﺴـﺘﻬﻠﻙ‪،‬‬
‫ﺘﺸﻤل ﺘﺨﻔﻴﻀﹰﺎ ﻓﻲ ﺍﻷﺴﻌﺎﺭ‪ ،‬ﻭﺨﺩﻤﺔ ﻤﺎ ﺒﻌﺩ ﺍﻝﺒﻴﻊ‪ ،‬ﺃﻭ ﺨﺩﻤﺔ ﺍﻝﺘﻭﺼﻴل ﺍﻝﻤﺠﺎﻨﻲ‪،‬‬
‫ﺃﻭ ﺍﻤﻜﺎﻨﻴﺔ ﺍﻝﺘﺠﺭﺒﺔ ﻗﺒل ﺍﻝﺸﺭﺍﺀ‪ ..‬ﻭﻤﺎ ﺇﻝﻰ ﺫﻝﻙ ﻤﻥ ﻭﻋﻭﺩ ﺘﻀﻴﻑ ﺠﺩﻴﺩﹰﺍ ﻝﻠﺴﻠﻌﺔ‬
‫ﺃﻭ ﺍﻝﺨﺩﻤﺔ ﺍﻝﻤﻌﻠﻥ ﻋﻨﻬﺎ‪.‬‬
‫‪Copyright © 2017.‬‬
‫‪copyright law.‬‬

‫‪-٢٨٨-‬‬

‫‪EBSCO Publishing : eBook Arabic Collection Trial - printed on 4/4/2020 5:48 PM via MINISTÈRE DE L''EDUCATION‬‬
‫‪NATIONALE, DE LA FORMATION PROFESSIONNELLE‬‬
‫; ‪AN: 1945112‬‬ ‫;‪.‬‬
‫‪Account: ns063387‬‬
‫‪. All rights reserved. May not be reproduced in any form without permission from the publisher, except fair uses permitted under U.S. or applicable‬‬

‫‪ ٥‬ـ ﻋﻠﻰ ﺍﻝﺭﺴﺎﻝﺔ ﺍﻹﻋﻼﻨﻴﺔ ﺍﻥ ﺘﺘﻀﻤﻥ ﻜﻠﻤﺎﺕ ﺴﻬﻠﺔ ﻭﻤﻔﻬﻭﻤﺔ‪ ،‬ﻭﻤﻌﺒﺭﺓ‬

‫ﻭﻤﺨﺘﺼﺭﺓ ﻭﻤﺜﻴﺭﺓ‪ ،‬ﻓﻼ ﻴﺠﻭﺯ ﺍﺴﺘﺨﺩﺍﻡ ﻜﻠﻤﺎﺕ ﻏﺎﻤﻀﺔ ﻏﻴﺭ ﻭﺍﻀﺤﺔ ﺍﻝﻤﻌﺎﻨﻲ‪،‬‬
‫ﺃﻭ ﻜﻠﻤﺎﺕ ﺘﺤﺘﻤل ﺃﻜﺜﺭ ﻤﻥ ﻤﻌﻨﻰ‪.‬‬
‫‪ ٦‬ـ ﻀﻊ ﺍﻹﻋﻼﻥ ﻓﻲ ﺍﻝﻤﻜﺎﻥ ﺍﻝﻤﻨﺎﺴﺏ‪ ،‬ﻓﻠﻴﺱ ﺜﻤﺔ ﺍﺴﻭﺍﺀ ﻤـﻥ ﻭﺠـﻭﺩ‬
‫ﺇﻋﻼﻨﺎﺕ ﻓﻲ ﻏﻴﺭ ﺍﻤﺎﻜﻨﻬﺎ ﺍﻝﺼﺤﻴﺤﺔ ﺍﻝﺘﻲ ﻴﺼﻌﺏ ﻭﻗﺩ ﻴﺴﺘﺤﻴل ﻤﻌﻬﺎ ﻗﺭﺃﺘﻬـﺎ‪،‬‬
‫ﻓﻤﻥ ﻏﻴﺭ ﺍﻝﻤﻌﻘﻭل ﻨﺸﺭ ﺇﻋﻼﻥ ﻴﺘﻜﻭﻥ ﻤﻥ ﺍﺴﻁﺭ ﻋﺩﻴﺩﺓ ﻓﻲ ﺍﻝﻁﺭﻴـﻕ ﺍﻝﺴـﺭﻴﻊ‬
‫ﻤﺜﻼﹰ‪ ،‬ﺤﻴﺙ ﻤﻥ ﻏﻴﺭ ﺍﻝﻤﻤﻜﻥ ﺍﻥ ﻴﻘﻑ ﺍﻝﺴﺎﺌﻕ ﻝﻴﻘﺭﺃ ﺍﻹﻋﻼﻥ‪ ،‬ﻭﺒﺎﻝﺘﺎﻝﻲ ﻓﺈﻨﻪ ﻤﻬﻤﺎ‬
‫ﻁﺎل ﺍﻤﺩ ﺒﻘﺎﺀ ﻫﺫﻩ ﺍﻝﻨﻭﻋﻴﺔ ﻤﻥ ﺍﻹﻋﻼﻨﺎﺕ ﻓﻠﻥ ﻴﻘﻭﻡ ﺍﺤﺩ ﺒﻘﺭﺍﺀﺘﻬﺎ‪.‬‬

‫ﺏ ـ ﻋﻠﻰ ﺼﻌﻴﺩ ﺍﻻﺴﺘﻤﺎﻉ‪:‬‬

‫ﺃﻤﺎ ﻓﻴﻤﺎ ﻴﺘﻌﻠﻕ ﺒﺎﻹﻋﻼﻨﺎﺕ ﺍﻝﻤﺴﻤﻭﻋﺔ ﻋﺒﺭ ﺍﻻﺫﺍﻋﺔ‪ ،‬ﻓﻌﻠـﻰ ﺍﻝﻤﻌﻠـﻥ ﺍﻥ‬
‫ﻴﺭﺍﻋﻲ ﺍﻵﺘﻲ‪:‬‬
‫‪ ١‬ـ ﺍﻨﺘﻘﺎﺀ ﺍﻝﻜﻠﻤﺎﺕ ﺍﻝﻘﻭﻴﺔ ﻭﺍﻝﻤﻌﺒﺭﺓ‪ ،‬ﻭﺍﻝﺘﻲ ﻝﻪ ﻭﻗﻊ ﻋﻠﻰ ﺍﺫﻥ ﺍﻝﻤﺴﺘﻤﻊ‪.‬‬
‫‪ ٢‬ـ ﺍﺜﺎﺭﺓ ﺨﻴﺎل ﺍﻝﻤﺴﺘﻤﻊ ﺒﺨﻠﻕ ﺃﺠﻭﺍﺀ ﻤﻼﺌﻤﺔ ﻭﻤﻔﺭﺤﺔ‪ ،‬ﻭﺘﺒﻌـﺙ ﻓـﻲ‬
‫ﻨﻔﺴﻪ ﺍﻝﻤﺘﻌﺔ ﻭﺍﻝﻔﺭﺡ ﻭﺍﻻﻨﻁﻼﻕ‪ ،‬ﻓﺎﻻﻨﺴﺎﻥ ﺒﻁﺒﻌﻪ ﻴﺒﺤﺙ ﺩﺍﺌﻤﹰﺎ ﻋﻤﺎ ﻴﺴﻌﺩﻩ‪.‬‬
‫‪ ٣‬ـ ﺍﻨﺘﻘﺎﺀ ﺍﺼﻭﺍﺕ ﻤﻤﻴﺯﺓ ﺘﻜﻭﻥ ﻗﺎﺩﺭﺓ ﻋﻠﻰ ﺍﻴﺼﺎل ﺍﻝﺭﺴﺎﻝﺔ ﺍﻹﻋﻼﻨﻴـﺔ‬
‫ﺇﻝﻰ ﺍﺫﻥ ﺍﻝﻤﺘﻠﻘﻲ ﺒﺴﻬﻭﻝﺔ ﻭﻴﺴﺭ‪.‬‬
‫‪ ٤‬ـ ﺍﺨﺘﻴﺎﺭ ﺍﻝﻤﻭﺴﻴﻘﻰ ﺍﻝﻤﻼﺌﻤﺔ ﺍﻝﺘﻲ ﺘﺘﻨﺎﺴﺏ ﻭﺍﻝﻨﺹ ﺍﻹﻋﻼﻨﻲ‪ ،‬ﻭﺘﻌﻜﺱ‬
‫ﺭﻭﺡ ﻫﺫﺍ ﺍﻝﻨﺹ‪ ،‬ﻭﻴﺠﺏ ﺍﻻﻨﺘﺒﺎﻩ ﻫﻨﺎ ﺇﻝﻰ ﻋﺩﻡ ﺍﻻﺴﺭﺍﻑ ﻓﻲ ﺍﺴﺘﺨﺩﺍﻡ ﺍﻝﻤﻭﺴﻴﻘﻰ‪،‬‬
‫ﺒل ﻀﺭﻭﺭﺓ ﺍﺴﺘﺨﺩﺍﻤﻬﺎ ﺒﺸﻜل ﻤﺤﺴﻭﺏ‪ ،‬ﻭﺒﻤﺎ ﻴﻀﻴﻑ ﺠﺩﻴﺩﹰﺍ ﻝﻠﻨﺹ ﺍﻹﻋﻼﻨﻲ‪.‬‬
‫‪ ٥‬ـ ﺍﻥ ﻴﺘﻀﻤﻥ ﺍﻝﻨﺹ ﺍﻹﻋﻼﻨﻲ ﻤﻌﻠﻭﻤﺎﺕ ﺠﺩﻴﺩﺓ ﻭﻤﻔﻴﺩﺓ ﻝﻠﻤﺴﺘﻤﻊ‪.‬‬
‫‪Copyright © 2017.‬‬
‫‪copyright law.‬‬

‫‪-٢٨٩-‬‬

‫‪EBSCO Publishing : eBook Arabic Collection Trial - printed on 4/4/2020 5:48 PM via MINISTÈRE DE L''EDUCATION‬‬
‫‪NATIONALE, DE LA FORMATION PROFESSIONNELLE‬‬
‫; ‪AN: 1945112‬‬ ‫;‪.‬‬
‫‪Account: ns063387‬‬
‫‪. All rights reserved. May not be reproduced in any form without permission from the publisher, except fair uses permitted under U.S. or applicable‬‬

‫‪ ٦‬ـ ﺍﻻﺒﺘﻌﺎﺩ ﻋﻥ ﺍﻝﻨﻤﻁﻴﺔ ﻭﺍﻝﺘﻜﺭﺍﺭ ﻓﻲ ﺍﺴـﺘﺨﺩﺍﻡ ﺍﻝﺠﻤـل ﻭﺍﻝﻜﻠﻤـﺎﺕ‪،‬‬

‫ﻭﺍﻝﻌﻤل ﻋﻠﻰ ﺘﻘﺩﻴﻡ ﺍﻝﺠﺩﻴﺩ ﺒﺎﺴﻠﻭﺏ ﻤﺒﺘﻜﺭ‪.‬‬
‫‪ ٧‬ـ ﺘﺠﻨﺏ ﺍﺴﺘﺨﺩﺍﻡ ﺍﻝﻜﻠﻤﺎﺕ ﻭﺍﻝﺠﻤل ﺍﻝﺼﻌﺒﺔ ﻭﺍﻝﻤﻌﻘﺩﺓ‪ ،‬ﻭﺍﺴﺘﺨﺩﺍﻡ ﺒﺩﻻ‬
‫ﻤﻥ ﺫﻝﻙ ﻜﻠﻤﺎﺕ ﺴﻬﻠﺔ ﻭﻤﻔﻬﻭﻤﺔ ﻭﻤﺘﻌﺎﺭﻑ ﻋﻠﻴﻬﺎ‪ ،‬ﺩﻭﻥ ﺍﻥ ﻴﻌﻨﻲ ﺫﻝﻙ ﺍﻝﻭﻗـﻭﻉ‬
‫ﻓﻲ ﺍﻻﺒﺘﺫﺍل ﻭﺍﻝﺴﻭﻗﻴﺔ‪.‬‬
‫‪ ٨‬ـ ﺘﺠﻨﺏ ﺍﺴﺘﺨﺩﺍﻡ ﺍﻻﻝﻔﺎﻅ ﺍﻝﺒﺫﻴﺌﺔ‪ ،‬ﻭﺘﻠﻙ ﺍﻝﺘﻲ ﺘﺘﻌﺎﺭﺽ ﻭﻗﻴﻡ ﻭﺜﻘﺎﻓـﺔ‬
‫ﺍﻝﻤﺠﺘﻤﻊ‪.‬‬

‫ﺝ ـ ﻋﻠﻰ ﺼﻌﻴﺩ ﺍﻝﻤﺸﺎﻫﺩﺓ‪:‬‬

‫ﺍﻥ ﺘﺠﻌل ﺍﻝﻨﺎﺱ ﺘﻘﺒل ﻋﻠﻰ ﻤﺸﺎﻫﺩﺓ ﺍﻹﻋﻼﻥ ﺃﻤﺭﹰﺍ ﻝﻴﺱ ﻴﺴﻴﺭﹰﺍ ﻓـﻲ ﻅـل‬
‫ﺤﺎﻝﺔ ﺍﻻﺯﺩﺤﺎﻡ ﺍﻹﻋﻼﻨﻲ ﺍﻝﺘﻲ ﺘﻤﺘﻠﺊ ﺒﻬﺎ ﺍﻝﻘﻨﻭﺍﺕ ﺍﻝﺘﻠﻔﺯﻴﻭﻨﻴﺔ‪ ،‬ﻭﺒﺎﻝﺘﺎﻝﻲ ﻓﺈﻨﻪ ﺜﻤﺔ‬
‫ﻓﻘﻁ ﺇﻋﻼﻨﺎﺕ ﻤﺤﺩﻭﺩﺓ ﺘﻠﻙ ﺍﻝﺘﻲ ﻝﻬﺎ ﺍﻝﻘﺩﺭﺓ ﻋﻠﻰ ﺸﺩﻨﺎ ﺍﻝﻴﻬﺎ ﺒﺸـﻐﻑ‪ ،‬ﺃﻭ ﻨﻅـل‬
‫ﻨﺤﺭﺹ ﻋﻠﻰ ﻤﺘﺎﺒﻌﺘﻬﺎ ﻭﻨﻨﺘﻅﺭ ﻤﻭﻋﺩ ﺒﺜﻬﺎ‪.‬‬
‫ﻝﺫﺍ ﻻﺒﺩ ﻋﻠﻰ ﺍﻝﻤﻌﻠﻥ ﺍﻝﺫﻱ ﻴﻌﺩ ﺇﻋﻼﻨﹰﺎ ﻤﺭﺌﻴﹰﺎ ﺍﻥ ﻴﻨﺘﺒﻪ ﺇﻝﻰ ﻤﺎ ﻴﻠﻲ‪:‬‬
‫‪ ١‬ـ ﻋﻠﻰ ﺍﻝﻤﻌﻠﻥ ﺍﻥ ﻴﻨﺘﻘﻲ ﺒﻴﺌﺔ ﺍﻝﺘﺼﻭﻴﺭ ﺒﻌﻨﺎﻴﺔ‪ ،‬ﻭﺍﻥ ﻴﺨﺘـﺎﺭ ﺍﻝﻤﻜـﺎﻥ‬
‫ﺍﻝﻤﻨﺎﺴﺏ ﺍﻝﺫﻱ ﺘﻅﻬﺭ ﻓﻴﻪ ﺍﻝﺴﻠﻌﺔ‪ ،‬ﺃﻭ ﺍﻝﺨﺩﻤﺔ ﻓﻲ ﻭﻀﻌﻬﺎ ﺍﻝﻁﺒﻴﻌﻲ‪ ،‬ﻓﺎﻝﺘﺼـﻭﻴﺭ‬
‫ﻓﻲ ﺍﻻﻭﻀﺎﻉ ﺍﻝﻁﺒﻴﻌﻴﺔ ﻴﺠﻌل ﺍﻝﻤﺘﻠﻘﻲ ﻴﺸﻌﺭ ﻭﻜﺄﻨﻪ ﻴﺘﻌﺎﻤل ﻤﻊ ﺍﻻﺸﻴﺎﺀ ﻜﻤﺎ ﻫﻲ‬
‫ﻓﻲ ﺍﻝﻭﺍﻗﻊ‪.‬‬
‫‪ ٢‬ـ ﻤﻥ ﺍﻝﻤﻬﻡ ﺠﺩﹰﺍ ﺍﺨﺘﻴﺎﺭ ﺍﻝﺸﺨﺼﻴﺎﺕ ﺍﻝﺘﻲ ﺴﺘﻅﻬﺭ ﻓﻲ ﺍﻹﻋﻼﻥ‪ ،‬ﺒﻤـﺎ‬
‫ﻴﺘﻼﺌﻡ ﻭﻁﺒﻴﻌﺔ ﻭﻨﻭﻉ ﺍﻝﺴﻠﻌﺔ‪ ،‬ﺃﻭ ﺍﻝﺨﺩﻤﺔ ﺍﻝﻤﻌﻠﻥ ﻋﻨﻬﺎ‪ ،‬ﺴﻭﺍﺀ ﻤﻥ ﺤﻴﺙ ﺍﻝﺴﻥ‪ ،‬ﺃﻭ‬
‫ﺍﻝﻤﻅﻬﺭ ﺍﻝﻌﺎﻡ‪ ،‬ﺃﻭ ﻏﻴﺭ ﺫﻝﻙ ﻤﻥ ﺍﻝﺨﺼـﺎﺌﺹ ﺍﻝﻤﺘﺼـﻠﺔ ﺒﻤﺴـﺘﺨﺩﻤﻲ ﺍﻝﺴـﻠﻊ‬
‫ﻭﺍﻝﺨﺩﻤﺎﺕ‪.‬‬
‫‪Copyright © 2017.‬‬
‫‪copyright law.‬‬

‫‪-٢٩٠-‬‬

‫‪EBSCO Publishing : eBook Arabic Collection Trial - printed on 4/4/2020 5:48 PM via MINISTÈRE DE L''EDUCATION‬‬
‫‪NATIONALE, DE LA FORMATION PROFESSIONNELLE‬‬
‫; ‪AN: 1945112‬‬ ‫;‪.‬‬
‫‪Account: ns063387‬‬
‫‪. All rights reserved. May not be reproduced in any form without permission from the publisher, except fair uses permitted under U.S. or applicable‬‬

‫‪ ٣‬ـ ﻋﺩﺩ ﺍﻝﻠﻘﻁﺎﺕ ﻴﺠﺏ ﺍﻥ ﻴﻜﻭﻥ ﻤﺤﺴﻭﺒﹰﺎ ﺒﺩﻗﺔ‪ ،‬ﺒﺤﻴﺙ ﺘﻌﻜﺱ ﻜل ﻝﻘﻁﺔ‬
‫ﻓﻲ ﺍﻝﻤﺸﻬﺩ ﺍﻹﻋﻼﻨﻲ ﻤﻭﻗﻔﹰﺎ ﻀﺭﻭﺭﻴﹰﺎ ﻻ ﻴﻤﻜﻥ ﺍﻻﺴﺘﻐﻨﺎﺀ ﻋﻨﻪ‪.‬‬
‫‪ ٤‬ـ ﺘﺠﻨﺏ ﺍﻝﻤﺸﺎﻫﺩ ﺍﻝﻌﻨﻴﻔﺔ‪ ،‬ﻜﺘﻠﻙ ﺍﻝﺘﻲ ﺘﺘﻀـﻤﻥ ﺤـﻭﺍﺩﺙ ﺍﻝﻘﺘـل ﺃﻭ‬
‫ﺍﻝﺘﺼﺎﺩﻡ ﺃﻭ ﺍﻻﻋﺘﺩﺍﺀ‪ ،‬ﻭﺍﻝﺘﺭﻜﻴﺯ ﻋﻠﻰ ﺍﻝﻨﻬﺎﻴﺎﺕ ﺍﻝﻤﻔﺭﺤﺔ ﻭﺍﻝﺴﻌﻴﺩﺓ ﺍﻝﺘﻲ ﺘـﺩﺨل‬
‫ﺍﻝﺒﻬﺠﺔ ﻭﺍﻝﺴﺭﻭﺭ ﻭﺍﻝﻔﺭﺡ ﻓﻲ ﻨﻔﻭﺱ ﺍﻝﻤﺸﺎﻫﺩﻴﻥ‪ ،‬ﻭﻋﻠﻰ ﺍﻝﻤﻌﻠـﻥ ﺍﻥ ﻴﺘـﺫﻜﺭ ﺍﻥ‬
‫ﻋﻠﻴﻪ ﺍﻝﻌﻤل ﻭﻓﻕ ﻗﺎﻋﺩﺓ ﺍﻥ ﺍﻹﻋﻼﻨﺎﺕ ﻤﺎ ﻫﻲ ﺇﻻ ﺍﺨﺒﺎﺭﹰﺍ ﺴﺎﺭﺓ ﻭﺴـﻁ ﻤﺸـﺎﻫﺩ‬
‫ﺍﻝﻘﺘل ﻭﺍﻝﺘﺩﻤﻴﺭ ﻭﺍﻝﺤﺭﻭﺏ‪ ،‬ﻭﺍﻝﺒﺭﺍﻜﻴﻥ ﻭﺍﻝﺯﻻﺯل ﻭﺍﻝﻜﻭﺍﺭﺙ ﺍﻝﺘﻲ ﺘﻤﺘﻠـﺊ ﺒﻬـﺎ‬
‫ﺸﺎﺸﺎﺕ ﺍﻝﺘﻠﻔﺯﻴﻭﻥ‪ ،‬ﻭﻝﻬﺫﺍ ﺍﻝﺴﺒﺏ ﻓﺈﻥ ﺍﻝﻨﺎﺱ ﺘﻘﺒل ﻋﻠﻴﻬﺎ‪.‬‬
‫‪ ٥‬ـ ﻴﺠﺏ ﺍﺨﺘﻴﺎﺭ ﻜﻠﻤﺎﺕ ﺍﻻﻏﺎﻨﻲ ﺍﻝﻤﺼﺎﺤﺒﺔ ﻝﻺﻋﻼﻥ ﺒﺎﻫﺘﻤﺎﻡ ﺸـﺩﻴﺩ‪،‬‬
‫ﺒﺤﻴﺙ ﺘﻜﻭﻥ ﺠﺫﺍﺒﺔ ﻭﻤﻌﺒﺭﺓ ﻭﺴﻬﻠﺔ ﺍﻝﺤﻔﻅ‪ ،‬ﻭﺘﺠﻨﺏ ﺍﻝﻜﻠﻤﺎﺕ ﺍﻝﻤﺒﺘﺫﻝﺔ ﻭﺍﻝﻤﻜﺭﺭﺓ‪.‬‬
‫‪ ٦‬ـ ﻻﻥ ﺍﻝﺼﻭﺭﺓ ﻫﻨﺎ ﻫﻲ ﺍﻝﻌﻨﺼﺭ ﺍﻝﺭﺌﻴﺴﻲ‪ ،‬ﻓﻌﻠﻰ ﺍﻝﻤﻌﻠﻥ ﺍﻥ ﻴﻌﺘﻨﻲ ﺒﻬﺎ‬
‫ﺍﻴﻤﺎ ﺍﻋﺘﻨﺎﺀ‪ ،‬ﺴﻭﺍﺀ ﻤﻥ ﺤﻴﺙ ﻨﻘﺎﻭﺘﻬﺎ‪ ،‬ﺃﻭ ﻤﻥ ﺤﻴﺙ ﺍﺨﺘﻴﺎﺭ ﺯﻭﺍﻴﺎ ﺍﻝﺘﺼـﻭﻴﺭ‪ ،‬ﺃﻭ‬
‫ﻤﻥ ﺤﻴﺙ ﺃﻨﻭﺍﻉ ﺍﻝﻠﻘﻁﺎﺕ‪ ،‬ﺃﻭ ﺩﺭﺠﺔ ﻭﻀﻭﺡ ﺍﻝﺼﻭﺭﺓ‪ ،‬ﻭﺫﻝﻙ ﻜﻠﻪ ﺒﺎﻻﻀﺎﻓﺔ ﺇﻝﻰ‬
‫ﺍﻻﻫﺘﻤﺎﻡ ﺒﺎﻝﻌﻨﺎﺼﺭ ﺍﻝﻔﻨﻴﺔ ﺍﻷﺨﺭﻯ ﻜﺎﻻﻀﻭﺍﺀ‪ ،‬ﻭﺍﻻﻝـﻭﺍﻥ‪ ،‬ﻭﺤﺠـﻡ ﺍﻝﻠﻘﻁـﺎﺕ‪،‬‬
‫ﻓﺎﻝﺭﺴﺎﻝﺔ ﺍﻹﻋﻼﻨﻴﺔ ﺍﻝﻤﺭﺌﻴﺔ ﻫﻲ ﺃﺸﺒﻪ ﺒﺎﻝﻔﻴﻠﻡ ﺍﻝﻘﺼﻴﺭ‪ ،‬ﺍﻝﺫﻱ ﺘﺘﻜﺎﺜﻑ ﻓﻴـﻪ ﻜـل‬
‫ﺍﻝﻌﻨﺎﺼﺭ ﺍﻝﻔﻨﻴﺔ ﻤﻥ ﺍﺠل ﺍﻴﺼﺎل ﻓﻜﺭﺓ ﻤﻌﻴﻨﺔ ﺇﻝﻰ ﺫﻫﻥ ﺍﻝﻤﺸﺎﻫﺩ‪.‬‬
‫‪ ٧‬ـ ﻻﺒﺩ ﺍﻥ ﻴﺘﺫﻜﺭ ﺍﻝﻤﻌﻠﻥ ﺩﺍﺌﻤﹰﺎ ﺍﻥ ﺍﻝﻤﺸﻬﺩ ﺍﻹﻋﻼﻨﻲ ﻓـﻲ ﺍﻝﺘﻠﻔﺯﻴـﻭﻥ‬
‫ﻋﺎﺩﺓ ﻗﺼﻴﺭ‪ ،‬ﻭﻋﻠﻴﻪ ﺒﺎﻝﺘﺎﻝﻲ ﺍﻥ ﻴﺤﺩﺩ ﺃﻫﻡ ﺍﻷﻓﻜﺎﺭ ﺍﻝﻤﺘﻌﻠﻘﺔ ﺒﺎﻝﺴﻠﻌﺔ ﺃﻭ ﺍﻝﺨﺩﻤـﺔ‬
‫ﺍﻝﻤﻌﻠﻥ ﻋﻨﻬﺎ ﺒﻤﺎ ﻴﻀﻤﻥ ﻭﺼﻭﻝﻬﺎ ﺇﻝﻰ ﺍﻝﻤﺴﺘﻬﻠﻙ‪ ،‬ﺩﻭﻥ ﺒﺘﺭ ﻓﻲ ﺍﻝﻤـﺩﺓ ﺍﻝﺯﻤﻨﻴـﺔ‬
‫ﺍﻝﻤﺤﺩﺩﺓ ﻝﻺﻋل‬
‫‪Copyright © 2017.‬‬
‫‪copyright law.‬‬

‫‪-٢٩١-‬‬

‫‪EBSCO Publishing : eBook Arabic Collection Trial - printed on 4/4/2020 5:48 PM via MINISTÈRE DE L''EDUCATION‬‬
‫‪NATIONALE, DE LA FORMATION PROFESSIONNELLE‬‬
‫; ‪AN: 1945112‬‬ ‫;‪.‬‬
‫‪Account: ns063387‬‬
‫‪. All rights reserved. May not be reproduced in any form without permission from the publisher, except fair uses permitted under U.S. or applicable‬‬

‫ﺍﻝـﻔـﻬـﻡ ﻭﺍﻻ ﻗـﺘـﻨـﺎﻉ‬

‫ﺇﺫﺍ ﻨﺠﺢ ﺍﻝﻤﻌﻠﻥ ﻓﻲ ﺸﺩ ﺍﻨﺘﺒﺎﻩ ﺍﻝﻤﺘﻠﻘﻲ‪ ،‬ﻭﻗﺎﺩﻩ ﺇﻝﻰ ﻗﺭﺍﺀﺓ‪ ،‬ﺃﻭ ﺴـﻤﺎﻉ‪ ،‬ﺃﻭ‬
‫ﻤﺸﺎﻫﺩﺓ ﺍﻹﻋﻼﻥ‪ ،‬ﻓﻘﺩ ﺍﻭﺼﻠﻪ ﺇﻝﻰ ﻨﻘﻁﺔ ﻤﻬﻤﺔ ﺘﺘﻤﺜل ﻓﻲ ﺠﻌل ﺍﻝﻤﺘﻠﻘـﻲ ﻴﻔﻬـﻡ‬
‫ﺍﻹﻋﻼﻥ‪ ،‬ﻭﺍﻝﻔﻬﻡ ﻫﻨﺎ ﻴﻘﺼﺩ ﺒﻪ ﺍﻻﺩﺭﺍﻙ‪ ،‬ﺃﻱ ﺍﺩﺭﺍﻙ ﻤﻐﺯﻯ ﺍﻝﺭﺴﺎﻝﺔ ﺍﻹﻋﻼﻨﻴﺔ‪.‬‬
‫ﻭﺘﺘﻭﻗﻑ ﻋﻤﻠﻴﺔ ﺍﻝﻔﻬﻡ ﻋﻠﻰ ﺍﻻﺴﺘﻌﺩﺍﺩ ﺍﻝﺫﻫﻨﻲ ﻝﻠﻤﺘﻠﻘﻲ‪ ،‬ﻭﻋﻠـﻰ ﺨﺒﺭﺍﺘـﻪ‬
‫ﻭﺘﺠﺎﺭﺒﻪ ﺍﻝﺴﺎﺒﻘﺔ‪.‬‬

‫ﻭﺘﺘﻁﻠﺏ ﻋﻤﻠﻴﺔ ﺍﻝﻔﻬﻡ ﻤﻥ ﺍﻝﻤﻌﻠﻥ ﺍﻻﻨﺘﺒﺎﻩ ﺇﻝﻰ ﺍﻷﺘﻲ‪:‬‬

‫‪ ١‬ـ ﺍﻥ ﻴﻘﻭﻡ ﺒﺼﻴﺎﻏﺔ ﻜﻠﻤﺎﺘﻪ ﻭﺠﻤﻠﻪ ﺒﻁﺭﻴﻘﺔ ﻭﺍﻀﺤﺔ‪ ،‬ﻻ ﻝﺒﺱ ﻓﻴﻬﺎ‪ ،‬ﻭﻻ‬
‫ﺘﻘﺒل ﺃﻜﺜﺭ ﻤﻥ ﻤﻌﻨﻰ‪.‬‬
‫‪ ٢‬ـ ﺍﻻ ﻴﻘﻭﻡ ﺍﻝﻤﻌﻠﻥ ﺒﺘﺸﺘﻴﺕ ﺫﻫﻥ ﺍﻝﻘﺎﺭﺉ‪ ،‬ﻤﻥ ﺨﻼل ﺘﻘﺩﻴﻤـﻪ ﻻﻓﻜـﺎﺭ‬
‫ﻤﺘﻌﺩﺩﺓ ﻓﻲ ﺇﻋﻼﻥ ﻭﺍﺤﺩﺍ‪.‬‬
‫‪ ٣‬ـ ﺍﻻ ﻴﻜﻭﻥ ﺍﻝﻨﺹ ﺍﻹﻋﻼﻨﻲ ﻁﻭﻴﻼﹰ‪ ،‬ﺤﺘﻰ ﻻ ﻴﺼﻴﺏ ﺍﻝﻤﺘﻠﻘﻲ ﺒﺎﻝﻤﻠل‪،‬‬
‫ﻭﻴﻨﺘﻘل ﺇﻝﻰ ﻏﻴﺭﻩ‪ ،‬ﻜﻤﺎ ﺍﻥ ﻁﻭل ﺍﻝﻨﺹ ﺍﻹﻋﻼﻨﻲ ﻗﺩ ﻴﻀﻴﻊ ﺍﻝﻔﻜـﺭﺓ ﺍﻝﺭﺌﻴﺴـﻴﺔ‬
‫ﻝﻺﻋﻼﻥ‪.‬‬
‫‪ ٤‬ـ ﺍﻥ ﻴﻜﻭﻥ ﻤﻭﻀﻭﻉ ﺍﻹﻋﻼﻥ ﻭﻓﻜﺭﺘﻪ ﺍﻝﺭﺌﻴﺴﻴﺔ ﻭﺍﻀﺤﺔ‪ ،‬ﻭﻻ ﺘﺘﻁﻠﺏ‬
‫ﺠﻬﺩﹰﺍ ﻜﺒﻴﺭﹰﺍ ﻤﻥ ﺍﻝﻤﺘﻠﻘﻲ ﻻﺴﺘﻴﻌﺎﺒﻬﺎ ﻭﻓﻬﻤﻬﺎ‪.‬‬
‫‪ ٥‬ـ ﺍﻥ ﻴﺒﺘﻌﺩ ﺍﻝﻤﻌﻠﻥ ﻋﻥ ﺍﻝﺭﻤﺯﻴﺔ ﺍﻝﺸﺩﻴﺩﺓ‪ ،‬ﺍﻝﺘﻲ ﻗﺩ ﺘﻘﻭﺩ ﺇﻝﻰ ﺍﻝﻐﻤﻭﺽ‪،‬‬
‫ﻭﻋﺩﻡ ﻓﻬﻡ ﺍﻹﻋﻼﻥ‪ ،‬ﻭﺍﺩﺭﺍﻜﻪ ﺒﻁﺭﻴﻘﺔ ﺨﺎﻁﺌﺔ‪.‬‬
‫‪ ٦‬ـ ﺍﻥ ﺒﺴﺎﻁﺔ ﺍﻹﻋﻼﻥ‪ ،‬ﻭﺍﻻﺒﺘﻌﺎﺩ ﻋﻥ ﺍﻝﺘﻌﻘﻴﺩ ﻫﻲ ﻤﻥ ﺍﻻﻤﻭﺭ ﺍﻝﻤﻬﻤـﺔ‬
‫ﺍﻝﺘﻲ ﺘﻘﻭﺩ ﺇﻝﻰ ﺍﻝﻔﻬﻡ‪.‬‬
‫‪ ٧‬ـ ﻋﻠﻰ ﺍﻝﻤﻌﻠﻥ ﺍﻥ ﻴﻌﻲ ﺒﺄﻨﻪ ﻻ ﺍﻗﺘﻨﺎﻉ ﺒﺎﻹﻋﻼﻥ ﺒـﺩﻭﻥ ﻓﻬـﻡ ﺠﻴـﺩ‬
‫ﻭﺼﺤﻴﺢ ﻝﻪ‪.‬‬
‫‪Copyright © 2017.‬‬
‫‪copyright law.‬‬

‫‪-٢٩٢-‬‬

‫‪EBSCO Publishing : eBook Arabic Collection Trial - printed on 4/4/2020 5:48 PM via MINISTÈRE DE L''EDUCATION‬‬
‫‪NATIONALE, DE LA FORMATION PROFESSIONNELLE‬‬
‫; ‪AN: 1945112‬‬ ‫;‪.‬‬
‫‪Account: ns063387‬‬
‫‪. All rights reserved. May not be reproduced in any form without permission from the publisher, except fair uses permitted under U.S. or applicable‬‬

‫ﻤﻥ ﺍﻝﻤﻬﻡ ﺠﺩﹰﺍ ﺍﻥ ﻴﻘﺘﻨﻊ ﺍﻝﻤﺘﻠﻘﻲ ﺒﻤﺎ ﺘﺩﻋﻭﻩ ﺇﻝﻴﻪ ﺍﻝﺭﺴﺎﻝﺔ ﺍﻹﻋﻼﻨﻴـﺔ‪ ،‬ﻭﺇﻻ‬
‫ﻓﻼ ﻤﻌﻨﻰ ﻝﻜل ﺍﻝﺠﻬﻭﺩ ﺍﻝﺴﺎﺒﻘﺔ‪ ،‬ﻓﺎﻻﻗﺘﻨﺎﻉ ﻫﻭ ﺍﻝﻤﺭﺤﻠﺔ ﺍﻝﺘﻲ ﺘﺴﺒﻕ ﺨﻁﻭﺓ ﺸﺭﺍﺀ‬
‫ﺍﻝﺴﻠﻌﺔ‪ ،‬ﺃﻭ ﺍﻝﺘﻌﺎﻤل ﻤﻊ ﺍﻝﺨﺩﻤﺔ ﺍﻝﻤﻌﻠﻥ ﻋﻨﻬﺎ‪ ،‬ﺒﻤﻌﻨﻰ ﺍﻨﻪ ﻝﻥ ﻴﻜﻭﻥ ﻫﻨﺎﻙ ﺸـﺭﺍﺀ‬
‫ﺒﺩﻭﻥ ﺍﻗﺘﻨﺎﻉ‪.‬‬
‫ﻭﻴﻤﻜﻥ ﺘﻌﺭﻴﻑ ﺍﻻﻗﺘﻨﺎﻉ ﺒﺎﻨﻪ ﺍﻝﺤﺎﻝﺔ ﺍﻝﺘﻲ ﻴﺸﻌﺭ ﻤﻌﻬﺎ ﺍﻝﻤﺘﻠﻘـﻲ ﺒﺼـﺩﻕ‬
‫ﻼ ﻓﻲ ﺤﺎﺠﺔ ﺤﻘﻴﻘﻴﺔ ﺇﻝﻰ ﻤﺎ ﻴﺩﻋﻭﻩ ﺍﻝﻴﻪ ﺍﻝﻤﻌﻠﻥ‪.‬‬
‫ﺍﻝﺭﺴﺎﻝﺔ ﺍﻹﻋﻼﻨﻴﺔ‪ ،‬ﻭﺍﻨﻪ ﻓﻌ ﹰ‬
‫ﻭﻴﺭﻯ ﺃﺤﺩ ﺍﻝﻤﺘﺨﺼﺼﻴﻥ ﺍﻥ ﻫﻨﺎﻙ ﻤﺠﻤﻭﻋﺔ ﻤﻥ ﺍﻝﻌﻭﺍﻤل ﺘﺴﺎﻋﺩ ﻋﻠـﻰ‬
‫)‪(٩‬‬
‫ﺘﺤﻘﻴﻕ ﻋﻤﻠﻴﺔ ﺍﻻﻗﻨﺎﻉ‪ ،‬ﻴﻤﻜﻥ ﺍﺠﻤﺎﻝﻬﺎ ﻓﻲ ﺍﻷﺘﻲ ‪:‬‬

‫‪ ١‬ـ ﺘﻘﺩﻴﻡ ﺍﻝﺩﻝﻴل‪:‬‬

‫ﺤﻴﺙ ﻴﺴﺎﻋﺩ ﺍﻝﺩﻝﻴل ﻋﻠﻰ ﺘﻘﻭﻴﺔ ﺍﻝﻤﺯﺍﻋﻡ‪ ،‬ﻝﻜﻥ ﻓﻲ ﺍﻝﻤﻘﺎﺒل ﻓـﺈﻥ ﺍﻝـﺩﻝﻴل‬
‫ﺍﻝﻀﻌﻴﻑ ﻴﺅﺘﻲ ﻨﺘﺎﺌﺞ ﻋﻜﺴﻴﺔ‪ ،‬ﻭﺘﻅﻬﺭ ﺍﻻﺒﺤﺎﺙ ﻋﻠﻰ ﻫﺫﺍ ﺍﻝﺼﻌﻴﺩ ﻤﺎ ﻴﻠﻲ‪:‬‬
‫ﺃ ـ ﺍﺴﺘﺨﺩﺍﻡ ﺍﻝﺩﻝﻴل ﻤﻥ ﺍﻝﻤﺼﺎﺩﺭ ﺫﺍﺕ ﺍﻝﻤﺼﺩﺍﻗﻴﺔ ﺍﻝﻜﺒﻴـﺭﺓ ﻴﺯﻴـﺩ ﻤـﻥ‬
‫ﻤﺼﺩﺍﻗﻴﺔ ﺍﻝﺭﺴﺎﻝﺔ‪ ،‬ﺃﻤﺎ ﺍﻗﺘﺒﺎﺱ ﺍﻷﺩﻝﺔ ﻤﻥ ﺍﻝﻤﺼـﺎﺩﺭ ﺍﻝﻀـﻌﻴﻔﺔ ﻓﻬـﻭ ﻴـﺩﻤﺭ‬
‫ﺍﻝﻤﺼﺩﺍﻗﻴﺔ‪.‬‬
‫ﺏ ـ ﺍﻝﺩﻝﻴل ﺍﻝﺫﻱ ﻴﻌﻀﺩﻩ ﺨﺒﺭ ﻤﺴﺘﻘل ﺃﻜﺜﺭ ﺍﻗﻨﺎﻋﹰﺎ ﻤﻥ ﺍﻝﺤﻘﺎﺌﻕ ﺍﺫﺍ ﻗﺩﻤﺕ‬
‫ﺒﻤﻔﺭﺩﻫﺎ‪.‬‬
‫ﺝ ـ ﺘﻘﺩﻴﻡ ﺍﻻﻤﺜﻠﺔ ﺍﻝﺤﻴﺔ ﻤﺩﻋﻭﻤﺔ ﺒﺎﻻﺤﺼﺎﺌﻴﺎﺕ ﻴﺯﻴﺩ ﻤﻥ ﺩﺭﺠﺔ ﺍﻻﻗﺘﻨﺎﻉ‪.‬‬
‫ﺩ ـ ﺍﻝﺤﻘﺎﺌﻕ ﺍﻝﻤﺤﺩﺩﺓ ﺃﻜﺜﺭ ﺍﻗﻨﺎﻋﹰﺎ ﻤﻥ ﺍﻝﺤﻘﺎﺌﻕ ﺍﻝﻌﺎﻤﺔ‪.‬‬
‫ﻩ ـ ﻤﻥ ﺍﻝﻤﻔﻴﺩ ﺘﻭﺜﻴﻕ ﻤﺼﺎﺩﺭ ﺃﻴﺔ ﺸﻬﺎﺩﺍﺕ ﻴﺴﺘﺨﺩﻤﻬﺎ ﺍﻝﻔﺭﺩ‪ ،‬ﺤﻴـﺙ ﺍﻥ‬
‫ﺍﻝﺸﻬﺎﺩﺍﺕ ﺍﻝﻤﺩﻋﻭﻤﺔ ﺒﻤﺼﺎﺩﺭﻫﺎ ﺃﻜﺜﺭ ﺍﻗﻨﺎﻋﹰﺎ‪.‬‬
‫‪Copyright © 2017.‬‬
‫‪copyright law.‬‬

‫‪-٢٩٣-‬‬

‫‪EBSCO Publishing : eBook Arabic Collection Trial - printed on 4/4/2020 5:48 PM via MINISTÈRE DE L''EDUCATION‬‬
‫‪NATIONALE, DE LA FORMATION PROFESSIONNELLE‬‬
‫; ‪AN: 1945112‬‬ ‫;‪.‬‬
‫‪Account: ns063387‬‬
‫‪. All rights reserved. May not be reproduced in any form without permission from the publisher, except fair uses permitted under U.S. or applicable‬‬

‫ﻭ ـ ﻤﻥ ﺍﻝﻤﻔﻴﺩ ﺍﺴﺘﺨﺩﺍﻡ ﺍﻷﺩﻝﺔ ﺍﻝﺠﺩﻴﺩﺓ‪ ،‬ﺤﻴﺙ ﺍﻥ ﺍﻝﻤﻌﻠﻭﻤـﺎﺕ ﺍﻝﺤﺩﻴﺜـﺔ‬

‫ﺃﻜﺜﺭ ﺍﻗﻨﺎﻋﹰﺎ‪.‬‬

‫‪ ٢‬ـ ﺸﻬﺎﺩﺓ ﺍﻝﺨﺒﻴﺭ‪:‬‬

‫ﺤﻴﺙ ﻤﻥ ﺍﻝﻤﺤﺘﻤل ﺍﻥ ﺘﻜﻭﻥ ﺃﺭﺍﺀ ﺍﻝﺨﺒﺭﺍﺀ ﻤﻥ ﺫﻭﻱ ﺍﻝﻤﺭﺍﻜﺯ ﺍﻝﻤﺭﻤﻭﻗـﺔ‬
‫ﺃﻜﺜﺭ ﺍﻝﺩﻋﺎﻤﺎﺕ ﺍﻗﻨﺎﻋﹰﺎ‪ ..‬ﻭﺘﺯﺩﺍﺩ ﺃﻫﻤﻴﺔ ﺍﻻﺴﺘﻌﺎﻨﺔ ﺒﺸﻬﺎﺩﺓ ﺍﻝﺨﺒﻴﺭ ﻝﺘﺤﻘﻴﻕ ﺍﻻﻗﺘﻨﺎﻉ‬
‫ﺇﺫﺍ ﻜﺎﻥ ﺍﻝﻤﻭﻀﻭﻉ ﺠﺩﻝﻴﺎﹰ‪ ،‬ﻭﺇﺫﺍ ﻜﺎﻨﺕ ﺍﻝﺠﻤﺎﻫﻴﺭ ﺍﻝﻤﺴﺘﻬﺩﻓﺔ ﺘﻌﺘﻘـﺩ ﺃﻨـﻪ ـ ﺃﻱ‬
‫ﺍﻝﻤﻭﻀﻭﻉ ﺍﻝﻤﻁﻠﻭﺏ ﺍﻻﻗﻨﺎﻉ ﺒﻪ ـ ﺃﻗل ﺃﻫﻤﻴﺔ‪.‬‬

‫‪ ٣‬ـ ﺘﻘﺩﻴﻡ ﺍﻷﻤﺜﻠﺔ ‪:‬‬

‫ﺘﻌﻤل ﺍﻷﻤﺜﻠﺔ ﻋﻠﻰ ﺘﺤﻭﻴل ﺍﻝﺘﻌﻤﻴﻡ ﺍﻝﻤﺒﻬﻡ ﻭﺍﻝﻤﺠﺭﺩﺍﺕ ﺇﻝﻰ ﺩﻝﻴل ﻤﺤـﺩﺩ‪،‬‬
‫ﻭﻴﻤﻜﻥ ﺍﻥ ﺘﻜﻭﻥ ﺍﻵﻤﺜﻠﺔ ﺫﺍﺕ ﺍﻝﺼﻠﺔ ﺒﺎﻝﻤﻭﻀﻭﻉ ﺇﺫﺍ ﻤﺎ ﻗﺭﻨﺕ ﺒﺎﻻﺤﺼـﺎﺌﻴﺎﺕ‬
‫ﺃﻜﺜﺭ ﺘﺄﺜﻴﺭﺍﹰ‪ ،‬ﺤﻴﺙ ﻴﺘﻡ ﺘﻭﻅﻴﻑ ﺘﻠﻙ ﺍﻷﻤﺜﻠﺔ ﻭﺍﻝﻘﺼﺹ ﻝﺩﻋﻡ ﻭﺠﻬﺔ ﻨﻅﺭ ﻤﻌﻴﻨﺔ‪،‬‬
‫ﻭﺍﻝﺘﺄﻜﻴﺩ ﻋﻠﻰ ﺼﺤﺔ ﻤﻭﻗﻑ ﻤﻌﻴﻥ‪.‬‬

‫‪ ٤‬ـ ﺘﻜﺭﺍﺭ ﺍﻝﺭﺴﺎﻝﺔ ‪:‬‬

‫ﻴﺅﻜﺩ ﺨﺒﺭﺍﺀ ﺍﻹﻋﻼﻥ ﺍﻥ ﺘﻜﺭﺍﺭ ﺍﻝﺭﺴﺎﻝﺔ ﺃﻤﺭ ﻤﻬـﻡ ﻝﻼﻗﻨـﺎﻉ ﺍﻝﻨـﺎﺠﺢ‪،‬‬
‫ﻭﻴﺫﻫﺏ ﺍﺅﻝﺌﻙ ﺇﻝﻰ ﺃﻥ ﺍﻻﺼﻐﺎﺀ ﻻﻱ ﺇﻋﻼﻥ ﺜﻼﺙ ﻤﺭﺍﺕ ﺨﻠﻴﻕ ﺒﺎﻝﻘﻴﺎﻡ ﺒﻤﻬﻤـﺔ‬
‫ﺍﻹﻋﻼﻥ‪ ..‬ﻭﺃﻥ ﺍﻝﻌﺭﺽ ﺍﻷﻭل ﻝﻺﻋﻼﻥ ﻴﺨﻠﻕ ﺍﻻﻫﺘﻤﺎﻡ‪ ،‬ﻓﻲ ﺤﻴﻥ ﺃﻥ ﺍﻝﻌـﺭﺽ‬
‫ﺍﻝﺜﺎﻨﻲ ﻴﺤﺙ ﻋﻠﻰ ﺍﻝﺘﻔﻜﻴﺭ ﻓﻲ ﺍﻝﺭﺴﺎﻝﺔ‪ ،‬ﺃﻤﺎ ﺍﻝﺜﺎﻝﺙ ﻓﺈﻨﻪ ﻴﻌﻤل ﻜﻤﺫﻜﺭ‪.‬‬
‫‪Copyright © 2017.‬‬
‫‪copyright law.‬‬

‫‪-٢٩٤-‬‬

‫‪EBSCO Publishing : eBook Arabic Collection Trial - printed on 4/4/2020 5:48 PM via MINISTÈRE DE L''EDUCATION‬‬
‫‪NATIONALE, DE LA FORMATION PROFESSIONNELLE‬‬
‫; ‪AN: 1945112‬‬ ‫;‪.‬‬
‫‪Account: ns063387‬‬
‫‪. All rights reserved. May not be reproduced in any form without permission from the publisher, except fair uses permitted under U.S. or applicable‬‬

‫ﻭﺘﺅﻜﺩ ﺍﻝﺩﺭﺍﺴﺎﺕ ﺍﻝﺘﻲ ﺃﺠﺭﻴﺕ ﺒﺎﻝﺨﺼﻭﺹ ﺍﻥ ﻋﺭﺽ ﺍﻹﻋﻼﻥ ﺨﻤـﺱ‬

‫ﻤﺭﺍﺕ‪ ،‬ﺒﻤﻌﺩل ﻤﺭﺓ ﻭﺍﺤﺩﺓ ﻓﻲ ﺍﻝﻴﻭﻡ‪ ،‬ﺃﻓﻀل ﻤﻥ ﻋﺭﻀﻪ ﺨﻤﺱ ﻤﺭﺍﺕ ﻓﻲ ﺍﻝﻴﻭﻡ‬
‫ﻨﻔﺴﻪ‪.‬‬
‫ﻭﺒﺎﻝﺘﺎﻝﻲ ﻓﻌﻠﻰ ﺍﻝﻤﻌﻠﻨﻴﻥ ﺍﻥ ﻴﻭﻝﻭﺍ ﺃﻤﺭ ﺘﻜﺭﺍﺭ ﺍﻝﺭﺴﺎﻝﺔ ﺃﻫﺘﻤﺎﻤـﹰﺎ ﺨﺎﺼـﺎﹰ‪،‬‬
‫ﺤﻴﺙ ﻤﻥ ﻏﻴﺭ ﺍﻝﻤﺘﻭﻗﻊ ﺍﻥ ﺘﺅﺜﺭ ﺍﻝﺭﺴﺎﻝﺔ ﺒﻤﺠﺭﺩ ﻋﺭﻀﻬﺎ ﻝﻠﻤﺭﺓ ﺍﻻﻭﻝـﻰ‪ ،‬ﺒـل‬
‫ﻴﺠﺏ ﺘﻜﺭﺍﺭ ﺍﻝﺭﺴﺎﻝﺔ ﺜﻼﺙ ﻤﺭﺍﺕ ﻋﻠﻰ ﺍﻷﻗل‪ ،‬ﻤﻊ ﺍﻴﺠﺎﺩ ﻤﺴﺎﺤﺔ ﺯﻤﻨﻴﺔ ﻤﻨﺎﺴﺒﺔ‬
‫ﺒﻴﻥ ﻜل ﻤﺭﺓ ﻭﺃﺨﺭﻯ‪.‬‬
‫ﻭﻝﻜﻲ ﺘﻜﻭﻥ ﺍﻝﺭﺴﺎﻝﺔ ﺍﻹﻋﻼﻨﻴﺔ ﻗﺎﺩﺭﺓ ﻋﻠﻰ ﺍﻻﻗﻨﺎﻉ ﻓﺈﻨﻪ ﻴﺠﺏ ﺍﻥ ﺘﺘﺼﻑ‬
‫ﺒﺎﻝﺘﺎﻝﻲ)‪:(١٠‬‬
‫‪ ١‬ـ ﻴﺠﺏ ﺍﻥ ﺘﺼﻤﻡ ﺍﻝﺭﺴﺎﻝﺔ ﻭﺘﻌﺎﻝﺞ ﺒﻁﺭﻴﻘﺔ ﺘﻀـﻤﻥ ﺠـﺫﺏ ﺃﻨﺘﺒـﺎﻩ‬
‫ﺍﻝﺠﻤﻬﻭﺭ ﺍﻝﻤﺴﺘﻬﺩﻑ‪.‬‬
‫‪ ٢‬ـ ﻴﺠﺏ ﺍﻥ ﺘﺴﺘﺨﺩﻡ ﺍﻝﺭﺴﺎﻝﺔ ﻨﻭﻉ ﺍﻝﺭﻤﻭﺯ ﻭﺍﻝﻜﻠﻤﺎﺕ ﻭﺍﻝﺼـﻭﺭ ﺫﺍﺕ‬
‫ﺍﻝﻤﻌﻨﻰ ﺍﻝﻤﻭﺤﺩ ﺍﻝﻤﺸﺘﺭﻙ ﺒﻴﻥ ﺍﻝﻤﺭﺴل ﻭﺍﻝﻤﺴﺘﻘﺒل‪.‬‬
‫‪ ٣‬ـ ﻴﺠﺏ ﺍﻥ ﺘﻌﻤل ﺍﻝﺭﺴﺎﻝﺔ ﺍﻹﻋﻼﻨﻴﺔ ﻋﻠﻰ ﺍﺴﺘﺜﺎﺭﺓ ﺍﻝﺤﺎﺠﺎﺕ ﺍﻻﻨﺴﺎﻨﻴﺔ‬
‫ﻝﺩﻯ ﺍﻝﻤﺴﺘﻘﺒﻠﻴﻥ‪ ،‬ﻭﺃﻤﻜﺎﻨﻴﺔ ﺍﺸﺒﺎﻉ ﻫﺫﻩ ﺍﻝﺤﺎﺠﺎﺕ‪.‬‬
‫‪ ٤‬ـ ﻴﺠﺏ ﺍﻥ ﺘﻜﻭﻥ ﻁﺭﻕ ﺍﺸﺒﺎﻉ ﻫﺫﻩ ﺍﻝﺤﺎﺠـﺎﺕ ﻤﺘﻔﻘـﺔ ﻤـﻊ ﺍﻝﻘـﻴﻡ‬
‫ﺍﻻﺠﺘﻤﺎﻋﻴﺔ‪.‬‬
‫ﻭﻴﺘﻭﻗﻑ ﺘﺤﻘﻴﻕ ﺍﻻﻗﺘﻨﺎﻉ ﺇﻝﻰ ﺤﺩ ﻜﺒﻴﺭ ﻋﻠﻰ ﻤﺩﻯ ﻤﺎ ﻫﻭ ﻤﺘـﻭﻓﺭ ﻝـﺩﻯ‬
‫ﺍﻝﻤﻌﻠﻥ ﻤﻥ ﺍﻤﻜﺎﻨﻴﺎﺕ ﺘﺠﻌﻠﻪ ﻗﺎﺩﺭ ﻋﻠﻰ ﺼﻴﺎﻏﺔ ﺭﺴﺎﻝﺘﻪ ﺒﺎﺘﻘﺎﻥ‪ ،‬ﻜﻤـﺎ ﺍﻥ ﻤـﺩﻯ‬
‫ﺍﻝﺜﻘﺔ ﻓﻲ ﺍﻝﻤﻌﻠﻥ ﻤﻥ ﺠﺎﻨﺏ ﺍﻝﺠﻤﻬﻭﺭ ﺍﻝﻤﺴﺘﻬﺩﻑ ﻴﺴﺎﻫﻡ ﻓـﻲ ﻗﺒـﻭل ﺭﺴـﺎﻝﺘﻪ‪،‬‬
‫ﻭﺒﺎﻝﺘﺎﻝﻲ ﻓﻲ ﺩﺭﺠﺔ ﺍﻻﻗﺘﻨﺎﻉ ﺒﻤﺎ ﻴﺩﻋﻭﺍ ﺇﻝﻴﻪ‪.‬‬
‫ﺍﻥ ﻜل ﻤﻥ ﺍﻝﻤﻌﻠﻥ ﻭﺍﻝﺴﻠﻌﺔ ﺃﻭ ﺍﻝﺨﺩﻤﺔ ﺍﻝﻤﻌﻠﻥ ﻋﻨﻬﺎ‪ ،‬ﻭﻁﺒﻴﻌﺔ ﺍﻝﺠﻤﻬـﻭﺭ‬
‫ﺍﻝﻤﺴﺘﻬﺩﻑ‪ ،‬ﺒﺎﻻﻀﺎﻓﺔ ﺇﻝﻰ ﻋﺩﺩ ﻤﻥ ﺍﻝﻌﻭﺍﻤل ﺍﻝﻭﺴﻴﻁﺔ‪ ،‬ﻜﺎﻝﻭﺴﻴﻠﺔ‪ ،‬ﻭﺍﻝﻅـﺭﻭﻑ‬
‫‪Copyright © 2017.‬‬
‫‪copyright law.‬‬

‫‪-٢٩٥-‬‬

‫‪EBSCO Publishing : eBook Arabic Collection Trial - printed on 4/4/2020 5:48 PM via MINISTÈRE DE L''EDUCATION‬‬
‫‪NATIONALE, DE LA FORMATION PROFESSIONNELLE‬‬
‫; ‪AN: 1945112‬‬ ‫;‪.‬‬
‫‪Account: ns063387‬‬
. All rights reserved. May not be reproduced in any form without permission from the publisher, except fair uses permitted under U.S. or applicable

‫ ﺠﻤﻴﻌﻬﺎ ﻋﻭﺍﻤل ﻤﻬﻤﺔ‬،‫ ﻭﺍﻝﺠﻤﺎﻋﺎﺕ ﺍﻝﻤﺭﺠﻌﻴﺔ‬،‫ ﻭﺍﻝﻘﻴﻡ ﻭﺍﻝﺜﻘﺎﻓﺔ ﺍﻝﺴﺎﺌﺩﺓ‬،‫ﺍﻝﻤﺤﻴﻁﺔ‬

‫ ﻭﺒﺎﻝﺘﺎﻝﻲ ﻓﺈﻥ ﺍﻝﺭﺴﺎﻝﺔ ﺍﻹﻋﻼﻨﻴـﺔ‬،‫ﻓﻲ ﺘﺤﻘﻴﻕ ﻋﻤﻠﻴﺔ ﺍﻻﻗﺘﻨﺎﻉ ﺒﺎﻝﺭﺴﺎﻝﺔ ﺍﻹﻋﻼﻨﻴﺔ‬
‫ﺍﻝﻤﻘﻨﻌﺔ ﻫﻲ ﺘﻠﻙ ﺍﻝﺘﻲ ﺘﺨﻀﻊ ﻓﻲ ﺘﺼﻤﻴﻤﻬﺎ ﻭﺃﻋﺩﺍﺩﻫﺎ ﻭﻨﻘﻠﻬـﺎ ﺇﻝـﻰ ﻀـﻭﺍﺒﻁ‬
.‫ ﺘﻀﻊ ﻓﻲ ﺍﻋﺘﺒﺎﺭﻫﺎ ﻜل ﺘﻠﻙ ﺍﻝﻌﻭﺍﻤل ﻭﺍﻝﻅﺭﻭﻑ‬،‫ﺼﺎﺭﻤﺔ‬
Copyright © 2017.
copyright law.

-٢٩٦-

EBSCO Publishing : eBook Arabic Collection Trial - printed on 4/4/2020 5:48 PM via MINISTÈRE DE L''EDUCATION
NATIONALE, DE LA FORMATION PROFESSIONNELLE
AN: 1945112 ; .;
Account: ns063387
‫‪. All rights reserved. May not be reproduced in any form without permission from the publisher, except fair uses permitted under U.S. or applicable‬‬

‫ﺍﻻﻗﺘﻨﺎﺀ ﺃﻭ ﺍﻝﺘﻌﺎﻤل‬

‫ﻭﻴﻘﺼﺩ ﺒﻪ ﺍﻗﺘﻨﺎﺀ ﺍﻝﺴﻠﻌﺔ ﺃﻭ ﺍﻝﺘﻌﺎﻤل ﻤﻊ ﺍﻝﺨﺩﻤﺔ ﺍﻝﻤﻌﻠﻥ ﻋﻨﻬﺎ‪ ،‬ﻭﻫﻲ ﺍﻝﻐﺎﻴﺔ‬

‫ﺍﻝﻨﻬﺎﺌﻴﺔ‪ ،‬ﻭﺍﻝﻬﺩﻑ ﺍﻷﺨﻴﺭ ﻝﻠﻤﻌﻠﻥ ﺍﻝﺫﻱ ﻋﻠﻴﻪ ﺍﻥ ﻴﺩﺭﻙ ﺍﻥ ﻜل ﺍﻝﺨﻁﻭﺍﺕ ﺍﻝﺴﺎﺒﻘﺔ‬
‫ﺍﻨﻤﺎ ﺘﻬﺩﻑ ﻓﻲ ﺍﻷﺴﺎﺱ ﺇﻝﻰ ﺍﻝﻭﺼﻭل ﺇﻝﻰ ﻫﺫﻩ ﺍﻝﻤﺭﺤﻠﺔ ﺃﻭ ﺍﻝﺨﻁﻭﺓ‪.‬‬
‫ﻭﺇﺫﺍ ﻝﻡ ﻴﺘﻤﻜﻥ ﺍﻝﻤﻌﻠﻥ ﻤﻥ ﺩﻓﻊ ﺍﻝﻤﺴﺘﻬﻠﻙ ﺇﻝﻰ ﺸﺭﺍﺀ ﺍﻝﺴﻠﻌﺔ ﺃﻭ ﺍﻝﺘﻌﺎﻤل ﻤﻊ‬
‫ﺍﻝﺨﺩﻤﺔ ﺍﻝﻤﻌﻠﻥ ﻋﻨﻬﺎ‪ ،‬ﻓﺈﻥ ﺫﻝﻙ ﻴﻌﻨﻲ ﺃﻥ ﻜل ﺍﻝﺠﻬﻭﺩ ﺍﻝﺘﻲ ﻗﺎﻡ ﺒﻬﺎ ﻻ ﻤﻌﻨـﻰ ﻭﻻ‬
‫ﺃﻫﻤﻴﺔ ﻝﻬﺎ‪ ،‬ﻭﻝﻡ ﺘﺅﺕ ﺜﻤﺎﺭﻫﺎ ﺍﻝﻤﻨﺘﻅﺭﺓ ﺃﻭ ﺍﻝﻤﺘﻭﺨﺎﺓ‪.‬‬
‫ﺍﻥ ﻋﻤﻠﻴﺔ ﺍﻗﺘﻨﺎﺀ ﺍﻝﺴﻠﻌﺔ ﺃﻭ ﺍﻝﺘﻌﺎﻤل ﻤﻊ ﺍﻝﺨﺩﻤﺔ ﻤﻥ ﻁﺭﻑ ﺍﻝﻤﺴﺘﻬﻠﻙ ﺘﻌﻨﻲ‬
‫ﺍﻥ ﺍﻝﻤﻌﻠﻥ ﻗﺩ ﻨﺠﺢ ﻓﻲ ﺸﺩ ﺍﻨﺘﺒﺎﻩ ﺍﻝﻤﺴﺘﻬﻠﻙ ﻝﻺﻋﻼﻥ‪ ،‬ﺜﻡ ﺩﻓﻌﻪ ﺇﻝـﻰ ﻗﺭﺍﺀﺘـﻪ ﺃﻭ‬
‫ﺴﻤﺎﻋﻪ ﺃﻭ ﻤﺸﺎﻫﺩﺘﻪ‪ ،‬ﺜﻡ ﺠﻌﻠﻪ ﻴﺴﺘﻭﻋﺏ ﻭﻴﺩﺭﻙ ﻭﻴﻔﻬﻡ ﺍﻝﺭﺴﺎﻝﺔ‪ ،‬ﺜﻡ ﻴﻘﺘﻨﻊ ﺒﻬﺎ‪.‬‬
‫ﻭﻻ ﻴﺸﻌﺭ ﺍﻝﻤﻌﻠﻥ ﺒﻨﺠﺎﺡ ﻜل ﺠﻬﻭﺩﻩ ﻫﺫﻩ ﺇﻻ ﺒﻌﺩ ﺍﻥ ﻴﻁﻤـﺌﻥ ﺇﻝـﻰ ﺍﻨـﻪ‬
‫ﺍﺴﺘﻁﺎﻉ ﺍﻥ ﻴﻨﻔﺫ ﺇﻝﻰ ﺍﻝﺠﻤﻬﻭﺭ ﺍﻝﻤﺴﺘﻬﺩﻑ‪ ،‬ﻭﺍﻥ ﻫﺫﺍ ﺍﻝﺠﻤﻬﻭﺭ ﻗﺩ ﻗﺒل ﺩﻋﻭﺘﻪ‪.‬‬
‫ﺇﻻ ﺍﻥ ﻤﺎ ﻴﺠﺏ ﺍﻥ ﻴﻨﺘﺒﻪ ﺇﻝﻴﻪ ﺍﻝﻤﻌﻠﻥ ﻫﻭ ﺍﻥ ﻤﻬﻤﺘﻪ ﻝﻡ ﺘﻨﺘﻪ ﺒﻭﺼﻭﻝﻪ ﺇﻝﻰ‬
‫ﻫﺫﻩ ﺍﻝﻤﺭﺤﻠﺔ‪ ،‬ﺒل ﻋﻠﻴﻪ ﺍﻥ ﻴﺩﺭﻙ ﺍﻥ ﺃﻤﺎﻤﻪ ﻤﻬﻤﺔ ﺍﺼﻌﺏ‪ ،‬ﻭﻫﻲ ﺍﻝﻤﺤﺎﻓﻅﺔ ﻋﻠﻰ‬
‫ﺍﻻﻨﺠﺎﺯ ﺍﻝﺫﻱ ﺤﻘﻘﻪ‪ ،‬ﻭﺫﻝﻙ ﺒﺄﻥ ﻴﻅل ﻴﺒﻘﻲ ﻋﻠﻰ ﺠﻌل ﺍﻝﺠﻤﻬﻭﺭ ﺍﻝﻤﺴﺘﻬﺩﻑ ﻴﺩﺍﻭﻡ‬
‫ﻋﻠﻰ ﻋﻤﻠﻴﺔ ﺸﺭﺍﺀ ﺍﻝﺴﻠﻊ‪ ،‬ﻭﺍﻝﺘﻌﺎﻤل ﻤﻊ ﺍﻝﺨﺩﻤﺎﺕ ﺍﻝﺘﻲ ﻴﻌﻠﻥ ﻋﻨﻬﺎ‪.‬‬
‫ﺇﻻ ﺍﻥ ﺍﺴﺘﻤﺭﺍﺭ ﺍﻝﻤﺤﺎﻓﻅﺔ ﻋﻠﻰ ﻫﺫﺍ ﺍﻝﻭﻀﻊ ﻴﺘﻁﻠﺏ ﻤﻥ ﺍﻝﻤﻌﻠﻥ ﺍﻥ ﻴﻨﺘﺒﻪ‬
‫ﺇﻝﻰ ﻤﺎ ﻴﻠﻲ‪:‬‬
‫‪ ١‬ـﺎﻥ ﻴﺤﺎﻓﻅ ﻋﻠﻰ ﻤﺼﺩﺍﻗﻴﺘﻪ ﺍﻝﻤﺘﻌﻠﻘﺔ ﺒﺨﺼﺎﺌﺹ ﺍﻝﺴﻠﻌﺔ‪ ،‬ﺃﻭ ﺍﻝﺨﺩﻤـﺔ‬
‫ﺍﻝﻤﻌﻠﻥ ﻋﻨﻬﺎ‪ ،‬ﻭﺍﻝﻤﺯﺍﻴﺎ ﺍﻝﺘﻲ ﻭﻋـﺩ ﺒﻬـﺎ ﺍﻝﺠﻤﻬـﻭﺭ ﺍﻝﻤﺴـﺘﻬﺩﻑ‪ ،‬ﻜﺎﻝﺨـﺩﻤﺎﺕ‬
‫‪Copyright © 2017.‬‬
‫‪copyright law.‬‬

‫‪-٢٩٧-‬‬

‫‪EBSCO Publishing : eBook Arabic Collection Trial - printed on 4/4/2020 5:48 PM via MINISTÈRE DE L''EDUCATION‬‬
‫‪NATIONALE, DE LA FORMATION PROFESSIONNELLE‬‬
‫; ‪AN: 1945112‬‬ ‫;‪.‬‬
‫‪Account: ns063387‬‬
‫‪. All rights reserved. May not be reproduced in any form without permission from the publisher, except fair uses permitted under U.S. or applicable‬‬

‫ﺍﻻﻀﺎﻓﻴﺔ‪ ،‬ﻭﺍﻝﻀﻤﺎﻨﺎﺕ‪ ،‬ﻭﺨﺩﻤﺎﺕ ﻤﺎ ﺒﻌﺩ ﺍﻝﺒﻴﻊ‪ ،‬ﻭﺍﻝﺘﺨﻔﻴﻀﺎﺕ‪ ،‬ﻭﻏﻴﺭﻫـﺎ ﻤـﻥ‬

‫ﺍﻝﻤﺯﺍﻴﺎ ﺍﻝﺘﻲ ﺴﺒﻕ ﺍﻥ ﻭﻋﺩ ﺒﻬﺎ ﺠﻤﻬﻭﺭ ﺍﻝﻤﺴﺘﻬﻠﻜﻴﻥ‪.‬‬
‫ﺇﺫ ﻤﻥ ﺸﺄﻥ ﻋﺩﻡ ﺍﻝﺘﺯﺍﻡ ﺍﻝﻤﻌﻠﻥ ﺒﺘﻠﻙ ﺍﻝﻭﻋﻭﺩ ﺍﻥ ﻴﺠﻌل ﺍﻝﻤﺴﺘﻬﻠﻙ ﻴﺘﺤـﻭل‬
‫ﺇﻝﻰ ﺴﻠﻊ ﻭﺨﺩﻤﺎﺕ ﺃﺨﺭﻯ‪ ،‬ﻤﻤﺎ ﻴﻌﻨﻲ ﺍﻨﺘﻜﺎﺱ ﻜل ﺍﻝﺠﻬﻭﺩ ﺍﻹﻋﻼﻨﻴـﺔ ﺍﻝﺴـﺎﺒﻘﺔ‪،‬‬
‫ﻭﺒﺎﻝﺘﺎﻝﻲ ﻓﻌﻠﻰ ﺍﻝﻤﻌﻠﻥ ﺍﻥ ﻴﻜﻭﻥ ﻴﻘﻀﹰﺎ ﻭﻤﻨﺘﺒﻬﹰﺎ ﺇﻝﻰ ﺫﻝﻙ‪ ،‬ﻭﻻ ﻴﻁﺭﺡ ﻤﻥ ﻭﻋـﻭﺩ‬
‫ﺇﻻ ﻤﺎ ﻴﻜﻭﻥ ﻗﺎﺩﺭﹰﺍ ﺒﺎﻝﻔﻌل ﻋﻠﻰ ﺍﻻﻴﻔﺎﺀ ﺒﻪ‪.‬‬
‫‪ ٢‬ـ ﻋﻠﻰ ﺍﻝﻤﻌﻠﻥ ﺍﻥ ﻴﻅل ﻤﺤﺎﻓﻅ ﻋﻠﻰ ﺍﺴﺘﻤﺭﺍﺭ ﺇﻋﻼﻨﻪ ﺤﺎﻀﺭﹰﺍ ﻭﺒﻘﻭﺓ‬
‫ﻓﻲ ﺫﻫﻥ ﺍﻝﻤﺴﺘﻬﻠﻙ‪ ،‬ﻭﺫﻝﻙ ﺒﺎﺴﺘﻤﺭﺍﺭ ﻨﺸﺭﻩ ﻋﺒﺭ ﻭﺴـﺎﺌل ﺍﻹﻋـﻼﻥ ﺍﻝﻤﺨﺘﻠﻔـﺔ‪،‬‬
‫ﻭﺒﺼﻴﻎ ﻤﺘﻌﺩﺩﺓ‪ ،‬ﻭﺒﺄﺴﺎﻝﻴﺏ ﺍﺒﺘﻜﺎﺭﻴﺔ ﺠﺩﻴﺩﺓ‪ ،‬ﺘﺠﻌل ﻤﻥ ﺍﻝﺴﻠﻊ ﻭﺍﻝﺨﺩﻤﺎﺕ ﻤﺤـل‬
‫ﺍﻹﻋﻼﻥ ﺃﻤﺎﻡ ﺒﺼﺭ ﻭﻋﻘل ﺍﻝﻤﺴﺘﻬﻠﻙ ﺩﺍﺌﻤﺎﹰ‪ ،‬ﻭﺍﻴﻨﻤﺎ ﺤل‪.‬‬
‫ﻭﻋﻠﻰ ﺍﻝﻤﻌﻠﻥ ﻫﻨﺎ ﺍﻥ ﻴﺩﺨل ﻋﻠﻰ ﺍﻝﺭﺴﺎﻝﺔ ﺍﻹﻋﻼﻨﻴﺔ ﺘﻜﻨﻴﻜﺎﺕ ﻤﺒﺘﻜﺭﺓ‪ ،‬ﻤﻊ‬
‫ﺍﻝﻤﺤﺎﻓﻅﺔ ﻋﻠﻰ ﺭﻭﺡ ﺍﻹﻋﻼﻥ‪ ،‬ﻭﺫﻝﻙ ﺤﺘﻰ ﻻ ﻴﺘﺴﺭﺏ ﺍﻝﻤﻠل ﺇﻝﻰ ﺍﻝﻤﺘﻠﻘﻲ ﺒﺴﺒﺏ‬
‫ﺍﻝﺘﻜﺭﺍﺭ ﺍﻝﻤﺴﺘﻤﺭ ﻭﻏﻴﺭ ﺍﻝﻤﺩﺭﻭﺱ ﻝﻺﻋﻼﻥ‪.‬‬
‫‪ ٣‬ـ ﻤﻊ ﺍﻝﻤﺤﺎﻓﻅﺔ ﻋﻠﻰ ﺍﻝﺠﻤﻬﻭﺭ ﺍﻝﻘﺩﻴﻡ ﻋﻠﻰ ﺍﻝﻤﻌﻠﻥ ﺍﻥ ﻴﺒﺤـﺙ ﻋـﻥ‬
‫ﻤﺴﺘﻬﻠﻜﻴﻥ ﺠﺩﺩ ﻝﺴﻠﻌﻪ ﻭﺨﺩﻤﺎﺘﻪ‪ ،‬ﻭﺃﺴﻭﺍﻕ ﺠﺩﻴﺩﺓ ﺍﻴﻀـﺎﹰ‪ ،‬ﻭﺍﻥ ﻴﻘـﻭﻡ ﺒـﺈﺠﺭﺍﺀ‬
‫ﺍﻝﺩﺭﺍﺴﺎﺕ ﻭﺍﻝﺒﺤﻭﺙ ﺍﻝﺘﻲ ﺘﻤﻜﻨﻪ ﻤﻥ ﺍﻝﺘﻌﺭﻑ ﻋﻠـﻰ ﺍﻝﻤﺴـﺘﻬﻠﻜﻴﻥ ﺍﻝﺤـﺎﻝﻴﻴﻥ ﺃﻭ‬
‫ﺍﻝﻤﺭﺘﻘﺒﻴﻥ‪ ،‬ﻭﺍﻋﺩﺍﺩ ﺍﻝﺭﺴﺎﺌل ﺍﻹﻋﻼﻨﻴﺔ ﺍﻝﺘﻲ ﺘﺘﻼﺌﻡ ﻤﻊ ﺨﺼﺎﺌﺼﻬﻡ ﻭﺍﺤﺘﻴﺎﺠﺎﺘﻬﻡ‬
‫ﻭﻤﺘﻁﻠﺒﺎﺘﻬﻡ ﻭﻅﺭﻭﻓﻬﻡ‪.‬‬
‫ﻭﻓﻲ ﻜل ﺍﻻﺤﻭﺍل ﻓﺈﻥ ﻋﻠﻰ ﺍﻝﻤﻌﻠﻥ ﺍﻥ ﻴﻅل ﻴﻘـﺽ ﻤﺭﺍﻗـﺏ ﻝﻠﺴـﻭﻕ‪،‬‬
‫ﻭﺠﺎﻫﺯﹰﺍ ﻝﻠﺘﻌﺎﻤل ﻤﻊ ﺍﻴﺔ ﻤﺘﻐﻴﺭﺍﺕ‪ ،‬ﺃﻭ ﺘﻁﻭﺭﺍﺕ ﻗﺩ ﺘﺤﺩﺙ‪ ،‬ﻤﻥ ﺸﺄﻨﻬﺎ ﺍﻥ ﺘﺅﺜﺭ‬
‫ﺴﻠﺒﹰﺎ ﻋﻠﻰ ﺍﻝﺴﻠﻌﺔ‪ ،‬ﺃﻭ ﺍﻝﺨﺩﻤﺔ ﺍﻝﺘﻲ ﻴﻘﺩﻤﻬﺎ ﻝﻠﻤﺴﺘﻬﻠﻙ‪.‬‬
‫‪Copyright © 2017.‬‬
‫‪copyright law.‬‬

‫‪-٢٩٨-‬‬

‫‪EBSCO Publishing : eBook Arabic Collection Trial - printed on 4/4/2020 5:48 PM via MINISTÈRE DE L''EDUCATION‬‬
‫‪NATIONALE, DE LA FORMATION PROFESSIONNELLE‬‬
‫; ‪AN: 1945112‬‬ ‫;‪.‬‬
‫‪Account: ns063387‬‬
‫‪. All rights reserved. May not be reproduced in any form without permission from the publisher, except fair uses permitted under U.S. or applicable‬‬

‫ﺍﻝﻬﻭﺍﻤﺵ‬

‫‪ ١‬ـ ﺼﻔﻭﺕ ﺍﻝﻌﺎﻝﻡ‪ ،‬ﻋﻤﻠﻴﺔ ﺍﻻﺘﺼﺎل ﺍﻹﻋﻼﻨﻲ‪ ،‬ﻤﺭﺠﻊ ﺴﺎﺒﻕ‪ ،‬ﺹ ‪٨١‬‬
‫‪ ٢‬ـ ﻋﺒﺩ ﺍﻝﺭﺤﻤﻥ ﻤﺤﻤﺩ ﻋﻴﺴﻭﻱ‪ ،‬ﻋﻠﻡ ﻝﻨﻔﺱ ﺍﻝﻔﺴﻴﻭﻝﻭﺠﻲ‪ ،‬ﺒﻴﺭﻭﺕ‪ ،‬ﺩﺍﺭ ﺍﻝﻨﻬﻀـﺔ‬
‫ﺍﻝﻌﺭﺒﻴﺔ‪ ،١٩٧٤ ،‬ﺹ ‪١٨١‬‬
‫‪ ٣‬ـ ﺍﺤﻤﺩ ﻤﺤﻤﺩ ﻋﺒﺩﺍﻝﺨﺎﻝﻕ‪ ،‬ﺯﻤﻥ ﺍﻝﺭﺠﻊ ﺍﻝﺒﺼﺭﻱ‪ :‬ﺩﺭﺍﺴﺔ ﺘﺠﺭﻴﺒﻴﺔ‪ ،‬ﺍﻝﻘﺎﻫﺭﺓ‪ ،‬ﺩﺍﺭ‬
‫ﺍﻝﻤﻌﺎﺭﻑ‪ ،١٩٨١ ،‬ﺹ ‪١٢٥‬‬
‫‪ ٤‬ـ ﻋﺒﺩﺍﻝﺭﺤﻤﻥ ﻤﺤﻤﺩ ﻋﻴﺴﻭﻱ‪ ،‬ﻤﺭﺠﻊ ﺴﺎﺒﻕ‪ ،‬ﺹ‪١٨٢‬‬
‫ﻼ ﻋﻥ‪:‬‬
‫‪ ٥‬ـ ﺼﻔﻭﺕ ﺍﻝﻌﺎﻝﻡ‪ ،‬ﻋﻤﻠﻴﺔ ﺍﻻﺘﺼﺎل ﺍﻹﻋﻼﻨﻲ‪ ،‬ﻤﺭﺠﻊ ﺴﺎﺒﻕ‪ ،‬ﺹ ‪ ،٨٢‬ﻨﻘ ﹰ‬
‫‪Roger Barton ‘ED’ . Handbook of Advertising manegemeat.‬‬
‫‪Newyork. Hill book campany. 1970 vol 15. P 28‬‬
‫ﻼ ﻋﻥ‪:‬‬
‫‪ ٦‬ـ ﺼﻔﻭﺕ ﺍﻝﻌﺎﻝﻡ‪ ،‬ﺍﻝﻤﺭﺠﻊ ﺍﻝﺴﺎﺒﻕ‪ ،‬ﺹ‪ ،٨٣‬ﻨﻘ ﹰ‬
‫‪Maurice l . Mandell ‘Advertising’ . Newgersey. Prentice hall .‬‬
‫‪Inc. 1968. P 427‬‬
‫‪ ٧‬ـ ﺼﻔﻭﺕ ﺍﻝﻌﺎﻝﻡ‪ ،‬ﺍﻝﻤﺭﺠﻊ ﺍﻝﺴﺎﺒﻕ‪ ،‬ﺹ ‪٨٣‬‬
‫‪ ٨‬ـ ﺨﻠﻴل ﺼﺎﺒﺎﺕ‪ ،‬ﺍﻹﻋﻼﻥ‪ ،‬ﻁ‪ ،٣‬ﺍﻝﻘﺎﻫﺭﺓ‪ ،‬ﻤﻜﺘﺒﺔ ﺍﻻﻨﺠﻠـﻭ ﺍﻝﻤﺼـﺭﻴﺔ‪،١٩٩٧ ،‬‬
‫ﺹ‪١٣٩‬‬
‫‪ ٩‬ـ ﺍﻨﻅﺭ‪ :‬ﻫﺎﺭﻱ ﻤﻴﻠﺯ‪ ،‬ﻓﻥ ﺍﻻﻗﻨﺎﻉ‪ ،‬ﺍﻝﺭﻴﺎﺽ‪ ،‬ﻤﻜﺘﺒﺔ ﺠﺭﻴﺭ‪ ،٢٠٠١ ،‬ﺹ ‪ ١٦٣‬ـ‬
‫‪١٦٩‬‬
‫‪ ١٠‬ـ ﺒﺸﻴﺭ ﻋﺒﺎﺱ ﺍﻝﻌﻼﻕ‪ ،‬ﻋﻠﻲ ﻤﺤﻤﺩ ﺭﺒﺎﺒﻌﺔ‪ ،‬ﺍﻝﺘـﺭﻭﻴﺞ ﻭﺍﻹﻋـﻼﻥ ﺍﻝﺘﺠـﺎﺭﻱ‪،‬‬
‫ﻋﻤﺎﻥ‪ ،‬ﺩﺍﺭ ﺍﻝﻴﺎﺯﻭﺭﻱ ﺍﻝﻌﻠﻤﻴﺔ ﻝﻠﻨﺸﺭ ﻭﺍﻝﺘﻭﺯﻴﻊ‪ ،٢٠٠٧ ،‬ﺹ‪٢٨ ،٢٧‬‬
‫‪Copyright © 2017.‬‬
‫‪copyright law.‬‬

‫‪-٢٩٩-‬‬

‫‪EBSCO Publishing : eBook Arabic Collection Trial - printed on 4/4/2020 5:48 PM via MINISTÈRE DE L''EDUCATION‬‬
‫‪NATIONALE, DE LA FORMATION PROFESSIONNELLE‬‬
‫; ‪AN: 1945112‬‬ ‫;‪.‬‬
‫‪Account: ns063387‬‬