الفهرس 
الفصل الاوليوجد فقط 14 صفحة متاحة للعرض العام
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المستخلص
This thesis aimed to study the relationship between the delightful and sad appeals in the advertising message and the attitude to donate by mediating the image of the advertiser’s charitable organizations. applying to charitable advertising campaigns on Egyptian TV channels. The study population was represented by Egyptian donors to charitable organizations. The study data were collected through a survey list that was prepared and designed on the Google Drive search engine and distributed electronically to obtain responses from Egyptian donor respondents. The sample size was 384 individuals, and 433 valid lists were collected through the Internet for statistical analysis, and to analyze the data and access the results of the study, the SPSS program was relied upon. To analyze direct relationships and a structural equation model using the AMOS.24 program to analyze indirect relationships.The results of the study found a significant effect of the delightful and sad appeals on attitudes to donate to charities. There is also a positive and significant effect of the dimensions of the delightful appeals on attitudes to donate to charitable organizations, as well as a significant effect of the dimensions of sadness and fear arousal on attitudes to donate. There is also a positive and significant effect of the image of charitable organizations on attitudes toward donating. There is also a significant effect of the delightful and sad appeals on the image of charities. There is also a positive significant effect of the dimensions of delightful Appeals on the image of a charitable organization. There is a positive and significant effect of the dimensions of sadness and fear arousal on the image of charities. As for the indirect relationships, the results revealed a positive and significant effect of the dimensions of delightful appeals on the attitude to donate when mediating the image. The study also found a positive, partial, and significant effect of the dimensions of sadness and fear arousal on attitudes to donate when mediating the image. The results also found a positive, significant effect of the delightful appeals on attitudes to donate to charitable organizations when mediating the image. Therefore, it appears that delightful appeals are more effective than sad appeals in the charitable advertising message when mediating the image of charitable organizations on Egyptian TV channels.