Employing Positive Psychology Theories in Designing Advertising Campaigns to Build the Recipient's Sustainable Behavior

Abstract

Advertising is a persuasive communication process carried out through mass communication, promoting a good, service or idea

Or a specific behavioral pattern, and aims to create a mental effect with the intention of swaying the behavior of the final consumer in the direction to be modified. It is one of the most important means of cultural communication in society, and requires building sustainable behavior to revolutionize the reality of societal values and working to reform the environmental conscience of man and raising his responsible awareness in aspects of his economic and industrial practices and strategies that are harmful to environmental security, which requires the employment of all mechanisms, especially advertising, to modify the behavior of society ,And curtailing the culture of selfishness and the preference of self-interests over the interests of human rights, as the declaration includes many values and images with connotations and meanings that must be utilized to establish a new behavioral approach. From this standpoint, we define the research problem, and the research question can be identified as follows: How can we benefit from employing positive psychology theories in advertising campaigns as an input to support building sustainable behavior? Where the research assumes that employing positive psychology theories in planning advertising campaigns can support behavioral changes in lifestyle and building sustainable behavior, and that advertising has an important and essential role in bringing about behavioral change in society and persuading individuals to adopt and practice new ideas and behaviors, and confirms The objectives of the research emphasize that employing the theories of positive psychology and environmental psychology in designing advertising campaigns for products that support building positive behavioral practices for the recipient and highlighting the strengths of positive and realistic thinking for him and