(Université de M'sila, 2017-09) خليفي, رزقي; مادني, أحمد
This research aims to study and analyze one of important activities of enterprises, which is Commercial Advertisement or Advertising, by illustrating the various opinions related to it. So, we found through this study that there are two main trends toward this activity, A first trend considers that advertising has a many advantages to Stakeholders (Enterprise, Consumers, Society), and a second trend considers that advertising has disadvantages to Consumers and Society, and generates profits only to the enterprise.
As a result, through the analysis of this two main trends we can define the Advertising as a non-personal means of communication through which the enterprise seeks to inform the consumer and try to influence him and convince him to buy their products, and we can consider the advantages mentioned in the first trend as characteristics of natural and original state of Advertising, while the disadvantages mentioned in the second trend are the results of unethical practices of some enterprises (Misinformation, Falsity, exaggeration).