Nait Said imene2025-05-202021https://dspace.esm-tlemcen.dz/handle/123456789/196Nowadays, companies have become aware of the important role of communication, indeed and in particular, television advertising is considered as the essential element, which allows the development of a company, which aims to ensure its notoriety. Currently the consumer has changed his behavior and to develop different attitudes, which arise, from a simple feeling experienced which leads to the realization of the act of purchase. Companies, seek to attract the attention of consumers to a product in order to familiarize them in order to get them to buy, and this thanks to the means of communication at its disposal in order to influence the behavior of the consumer and his purchasing decision.fradvertisingconsumer’s behavioremotional attitudecognitive attitudeconative attitude.Thesis