Values included in commercial advertisements on radio stations in the Republic of Yemen

Abstract

This study aims to monitor the values contained in local radio advertisements in the Republic of Yemen, and the relationship of those values to a set of variables (type of product, type of target audience, nationality of the advertiser), and to reveal methods of employing those values in radio stations, as well as analyzing the characteristics of advertising messages in terms of form. and content. This study falls within the descriptive analytical studies. The two researchers used the questionnaire as a main tool in analyzing the content of radio advertisements, through a random sample of Yemeni radio station advertisements amounting to (90) advertisements. The study reached a number of conclusions, most notably: that the use of social values in Yemeni radio ads came in the first place in terms of the type of values included in the ads, then personal values, followed by economic values, while religious values occupied the last rank, and the results revealed that there were no differences. In terms of the values contained in the radio ads and the nationality of the advertiser (Yemeni - Arab - foreigner), on the other hand, the use of radio ads showed a set of creative strategies, where the strategy of emphasizing the advantage came at the forefront of those creative strategies used in Yemeni radio ads.