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Modernity is one of the trends imported from the West, just like secularism and globalization, which began to afflict Muslim countries at the beginning of the twentieth century. It is a strange trend, with its characteristics and premises contradicting our values and civilizational heritage in addition to the constants of the Islamic religion. Moreover, it attempts to tamper with the sanctities, dismantle them, and put them on the autopsy table as any historical text, removing all its sanctity or status as a divine text. Despite all efforts to make modernity a success, the Arab and Islamic people rejected it, and it was not accepted by the sons of our Islamic nation, as many imported ideas are, and that religiosity takes root among the sons of Islam as it represents the nation's spirit, aspirations, and future. [ABSTRACT FROM AUTHOR]

Copyright of Journal of Nabo is the property of Republic of Iraq Ministry of Higher Education & Scientific Research (MOHESR) and its content may not be copied or emailed to multiple sites or posted to a listserv without the copyright holder's express written permission. However, users may print, download, or email articles for individual use. This abstract may be abridged. No warranty is given about the accuracy of the copy. Users should refer to the original published version of the material for the full abstract. (Copyright applies to all Abstracts.)

In present economic scenario, people are exposed to a greater number of commercial messages which cannot be perceived unless they at first instance have grabbed the attention. Customers are getting better at avoiding being influenced by traditional advertising, both by using new technology and simply by mentally blocking them out. Advertisers have used some new advertising media that fell out of audience expectation, they realized that they needed to use innovative, inventive and unconventional tactics, strategies and techniques to keep their customers. Guerilla advertising strategies display creative ideas presented dynamically with unconventional methods at places where advertising would be least expected. The aim is to surprise, irritate, fascinate, and animate the consumer. Guerrilla advertising strategies are characterized as being more creative and eye-catching than traditional methods. Guerrilla advertising strategies are described as being fancy, atypical, unusual, original, provoking, flexible, dynamic, innovative, creative, and humorous. There are three effects distinguish Guerrilla advertising strategies from traditional methods, namely surprise, diffusion and low-cost effect. The aim of this paper is to contribute to in creating a theoretical approach of Guerrilla advertising strategies by addressing the following: what is the origin of guerrilla advertising?, what are the differences between guerrilla advertising strategies and conventional advertising strategies?, what are the philosophy and the principles of guerrilla advertising strategies?, and what are the forms of guerrilla advertising strategies?. This paper assume that the use of Guerrilla advertising strategies makes a far more valuable impression on consumers, and the use of guerrilla advertising portraying the brands as innovative and exciting. The main forms of Guerrilla strategies are analyzed in this paper including Ambient Ad, Ambush Ad, Stealth Marketing, viral marketing, Brand pushers, Celebrity marketing, Video Games Marketing, Guerrilla Mobile, Product placement, Experiential advertising, Affiliate Marketing, Elevator ad, Bathroom Ad, Transit Ad, and Aerial ad

Copyright of Karbala Magazine of Physical Edu. Seiences is the property of Republic of Iraq Ministry of Higher Education & Scientific Research (MOHESR) and its content may not be copied or emailed to multiple sites or posted to a listserv without the copyright holder's express written permission. However, users may print, download, or email articles for individual use. This abstract may be abridged. No warranty is given about the accuracy of the copy. Users should refer to the original published version of the material for the full abstract. (Copyright applies to all Abstracts.)

The viral ad is based on digital recipient engagement with it, which helps the ad reach the largest audience. In the digital context such as the social networking site Facebook, there are different levels for the digital recipient engagement with the ad (i.e., click, like, comment, and Share). Sharing the ad is the highest engagement level and the most effective behavior for the ad viral success. By searching for why someone shares content with others, we found according to the emotional broadcaster theory that social sharing is driven by the emotional arousal that follows encountering information that challenges deeply held beliefs and expectations. And surprise which arises from expectations violation is the key for content diffusion.On the other hand, according to schema incongruity theory, we found that the incongruent ad with recipient expectations is more stimulating compared with the congruent one and the expectedness of the congruent ad may weaken its effect.So, we are in need to find methods for designing the ad to be incongruent with recipient expectations, and then study its effect on digital recipient engagement levels as metrics for the ad viral success.The research depends on the descriptive approach followed by an analytical study. The results suggest different incongruity methods generating surprise from not being congruent with recipient expectations. The results also reveal that incongruity will have positive effect on recipient evaluations and attitudes toward the ad, thus it will positively affect digital recipient engagement with the ad and the likelihood of going viral.

Copyright of Journal of Human Sciences (19922876) is the property of Republic of Iraq Ministry of Higher Education & Scientific Research (MOHESR) and its content may not be copied or emailed to multiple sites or posted to a listserv without the copyright holder's express written permission. However, users may print, download, or email articles for individual use. This abstract may be abridged. No warranty is given about the accuracy of the copy. Users should refer to the original published version of the material for the full abstract. (Copyright applies to all Abstracts.)

Copyright of Journal of Al-Qadisiya In Arts & Educational Science is the property of Republic of Iraq Ministry of Higher Education & Scientific Research (MOHESR) and its content may not be copied or emailed to multiple sites or posted to a listserv without the copyright holder's express written permission. However, users may print, download, or email articles for individual use. This abstract may be abridged. No warranty is given about the accuracy of the copy. Users should refer to the original published version of the material for the full abstract. (Copyright applies to all Abstracts.)

Copyright of Al-Academy is the property of Republic of Iraq Ministry of Higher Education & Scientific Research (MOHESR) and its content may not be copied or emailed to multiple sites or posted to a listserv without the copyright holder's express written permission. However, users may print, download, or email articles for individual use. This abstract may be abridged. No warranty is given about the accuracy of the copy. Users should refer to the original published version of the material for the full abstract. (Copyright applies to all Abstracts.)

Copyright of Journal of the College Of Basic Education is the property of Republic of Iraq Ministry of Higher Education & Scientific Research (MOHESR) and its content may not be copied or emailed to multiple sites or posted to a listserv without the copyright holder's express written permission. However, users may print, download, or email articles for individual use. This abstract may be abridged. No warranty is given about the accuracy of the copy. Users should refer to the original published version of the material for the full abstract. (Copyright applies to all Abstracts.)

Copyright of Journal of Nabo is the property of Republic of Iraq Ministry of Higher Education & Scientific Research (MOHESR) and its content may not be copied or emailed to multiple sites or posted to a listserv without the copyright holder's express written permission. However, users may print, download, or email articles for individual use. This abstract may be abridged. No warranty is given about the accuracy of the copy. Users should refer to the original published version of the material for the full abstract. (Copyright applies to all Abstracts.)

Copyright of Larq Journal for Philosophy, Linguistics & Social Sciences is the property of Republic of Iraq Ministry of Higher Education & Scientific Research (MOHESR) and its content may not be copied or emailed to multiple sites or posted to a listserv without the copyright holder's express written permission. However, users may print, download, or email articles for individual use. This abstract may be abridged. No warranty is given about the accuracy of the copy. Users should refer to the original published version of the material for the full abstract. (Copyright applies to all Abstracts.)

This study aims to show the possibility of application Guerilla Marketing techniques in social marketing campaigns as an important tool in the delivering and the diffusion of the idea or service and fixing it in the mind of target audience due to its ability to create rapid interaction and response due resulting from the effect left by the innovation used. The study used the descriptive analytical method by describing and analyzing the relationship that can arise between guerilla marketing and social marketing and including examples of social marketing campaigns that used the guerilla marketing principles in spreading awareness towards some social issues. The study concluded the possibility of applying guerilla marketing in social marketing campaigns and its effectiveness in spreading awareness and influencing the target audience in the field of social change. [ABSTRACT FROM AUTHOR]