The role of electronic advertising in creating the consumation culture -Nescafe advertising

Abstract

This research aims to understand the role of electronic advertising in creating a consumer culture among a variety target audiences cause many of them become extra connected to the web more than traditional media, this affects purchasing behavior  through creating a need to consume and having  certain pattern of appearance that achieves comfort and social acceptance, the Nescafe campaign for Ramadan 2022 was selected by analyzing the indications and timing of the show; The research reached the following results: The timing of the flash show by choosing the last week of Ramadan enhanced the desire to consume the product after creating a need among the target audience; the slogan of the flash that the Eid begins with NESCAFÉ programs the subconscious mind of the target audience that the first thing to start your Eid 's morning is the Nescafe product, it appears that electronic advertisement contributed in creating a consumation culture in a way or another.