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The research aims to extend legal protection to the consumer who is targeted by various marketing means, the most important of which is commercial advertisements to attract him to contract, as commercial advertising is not considered the only means of marketing, and illegal advertisements have different images. But there is no problem if the advertisement is real, rather it is considered useful in introducing the consumer to the product he needs and compares it with other products and chooses the most suitable one. But if the marketing method is not real in any of the commodity data, then herein lies the danger, as the consumer is harmed by the commodity that is not identical to the one advertised, and misses the opportunity to buy the product that is suitable for him, and makes him prey to entering into a contract for a commodity that he imagines is available. It targets the consumer audience and the criteria that must be met in order for it to be judged to gain or lose legitimacy. It has followed the analytical approach of the Egyptian Consumer Protection Law No. 181 of 2018 and the Suppression of Fraud and Fraud Law No. 48 of 1941 amended by Law No. 281 of 1994. As well as determining the legal implications of the contract that was based on illegal marketing methods, and discussing the existing legal means for consumer protection (civil, administrative, and criminal) and their adequacy, as well as the role of state agencies (Consumer Protection Agency) and the penalties imposed on violators. The topic of research is of great importance due to the presence of many companies that use attractive advertising methods in order to reach the largest number of customers, but they often contract with their marketers with a percentage of sales system, which leads them to reach a large number of customers and insist on pursuing them until the process is completed. Contracting. [ABSTRACT FROM AUTHOR]

Nowadays the Arab world is witnessing a new kind of interference between television advertising and the drama series. Advertisement discuss important topics depends on dramatic events contain scenario, dialogue, and actors that affect consumers behaviors. Vignette is a new term of short drama, which has become widely used in many Egyptian TV advertisements, to create effective ads that require much more than just getting a great product or a smart logo, but rather to create an emotional connection between the product and the consumer to encourage their response and change their behavior. From this point view the importance of this study lies on the need to find out the main roles of the short drama Vignette in TV advertising, and its impact on customers to recalls advertisement to changes their emotional and behavioral responses then their desire to buy. The research used the descriptive and analytical approach applied on a sample of the most important short dramatic television advertisements that broadcasted in the period between 2017 to 2020, specifically in Egypt, where it was observed that the concept of short drama Vignette was linked to advertisements during the holy month of Ramadan in particular. The sample was tested on 100 random participants of both sexes. The results of the study showed: the he importance of using this type of advertising to satisfy the audience's thirst for drama, the need to increase the advertisers' awareness of the ability of short drama to emotionally affect the recipients, as well as the role of short drama in the credibility of delivering the advertising message in a light framework and multiple situations that help to remember and recall the advertisement. The research concluded the role of short dramatic stories in advertising to create sympathy of advertising and to influence the behavior of viewers. [ABSTRACT FROM AUTHOR]