Analysis of the Gratifications Achieved by the Libyan Audience from Commercial Outdoor Advertising

Abstract

This study explores the gratifications achieved by the Libyan audience from commercial outdoor advertising in Greater Tripoli. This research was conducted in light of the widespread presence of these advertisements and their increasing influence on consumer behavior.

The research aimed to identify the main gratifications provided by outdoor advertising, analyze its relationship with consumer behavior in terms of attention, interest, and response, examine the visual and linguistic factors enhancing its effectiveness, and assess audience expectations regarding this medium.

The descriptive-analytical method was employed, using a questionnaire as the primary tool. A total of 600 questionnaires were distributed among citizens in Tripoli, of which 580 were valid for analysis.

Findings revealed that price and discounts represent the most preferred elements in outdoor advertising, followed by information about points of sale. The results also indicated that outdoor advertising helps consumers compare different brands and favor certain ones when making purchase decisions. Moreover, outdoor advertising was found to achieve a high level of audience gratifications, particularly in economic and consumer-related aspects.

The study recommends that advertisers consider audience preferences when designing outdoor ads, with emphasis on providing clear information about prices and locations of sale, in order to maximize their effectiveness in influencing purchasing behavior and supporting economic activity in Libya.