Identifying Factors Affecting Creating Positive in Audiences' Attitude towards Television Advertising from Alborz Azad University Students' : Point of View

Abstract

Due to the increasing development of business, advertising that is considered as one of its basic tools, has grown in importance. Meanwhile, factors that affect creating attitude towards advertising are important concepts which have attracted much attention. It is also an important issue for companies that their advertisements have effective influential components. Positive attitude towards refers to overall feelings assessment of people about .Television is considered as a mass media with larger audience comparing other media due to its unique characteristics in sending video messages to the farthest corners of the world; it is of great importance because it has all the three influential components including sound, image movement. Therefore, the present study aims to investigate identify the factors affecting creating a attitude of audiences towards television advertising .In this study, positive attitude towards advertisement is dependent variable affecting factors as independent variables include explaining standards announcing superior marks ,religious factors in advertisement, transparency of advertisement , trust building in advertisement ,foregrounding and non-irritant . This research is a descriptive case study the data is collected through a questionnaire by the researcher. And the results of this study emphasize the need for effective influential factors in managing attitude of the audience towards television advertising. The present study's outcome leads to introducing a new model for measuring audiences' attitude towards of the national media of television.