الفهرس 
مقدمةيوجد فقط 14 صفحة متاحة للعرض العام
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المستخلص
ABSTRACT
This study is devoted to comparing the layout of both local and foreign advertising of international trademarks with reference to two Egyptian magazines, ”OCTOBER” and ”NISF ELDUNIA”, and two American magazines ”TIME” and ”NEWSWEEK”. The aim of the study is to recognize the possibility of creating advertising designs that can unite peoples with different culture, languages and feelings in different countries. In other words, identifying the possibility of achieving internationality in advertising designing.
Comparative method was applied to the study. Within the comparative method frame, the study depended on the procedures of both the surveys and the correlative relations to specify the effect of the independent variable, that is the dissimilarity of societies- the Egyptian and American societies- concerning the spirit and idiosyncrasy of each people on the Dependent variable, that is the advertising layout. Moreover, the study depended on the other tools such as form analysis, observation, and unstructured Questionnarie with advertising designers.
The study was conducted on 211 advertisements. Previous studies were represented in four trends, the first of which is concerned with journalistic layout and the second with formative and graphic elements. The third trend tackled the studies involved with international advertising, whereas the fourth one dealt with the advertising layout studies. The researcher reached the diction of the main hypothesis that reflects the study problem and aims. This hypothesis is: ”On one hand there are some commodities and services that spread all over the world, on the other hand journalistic layout is a common language between peoples and is organized by stable scientific theories and rules that specify the function of its elements. Consequently, I hypothesize that the layout procedures of international advertisements- both local and foreign ones. As a result of this hypothesis, it is possible to use advertisements with international layout patterns that pass over international barriers”.
The study is composed of three chapters preceded by an introduction and followed by a conclusion. The first chapter, ”The Policy of International Advertising”, The second chapter was named ”The Elements of International Advertisements Structure” and The third chapter handled ”The Design of International Advertisements”
The conclusion of the study included a number of results that reveal the possibility of figuring out some designs of advertisement that can be used among different peoples with different languages and cultures in different countries. In addition, there are some advertisements that were more attractive than others and were able to attract attention. The designs of these advertisements allowed one’s eyes to go around and everywhere of the design to enjoy the advertisement and consequently to live with it for a long time.
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