القيم السائدة في الإعلان التلفزيوني في عصر الاقتصاد المعرفي

The aim of the current research is to shed light on the most prominent values ​​prevailing in television advertising aimed at children in the era of the knowledge economy, and the most important positive and negative effects of television advertising, by identifying the characteristics and foundations of the knowledge economy. The research presented the concept of values ​​and their importance in a child's life and the concept of advertising and its most important characteristics. And it was relying on the descriptive analytical approach. A number of results have been reached, which indicate that television advertising in the era of the knowledge economy included many positive values, the majority of which were the values ​​of happiness, vitality, activity, cleanliness, cooperation, positive communication, competition and time management, and television advertising in the era of the knowledge economy works to spread consumer culture. And replacing localism with universality and spreading some negative values, the most prominent of which are the values ​​of extravagance, extravagance, greed, deceit, ridicule, violence, superficiality and frivolity, bragging and showing off, mixing, promoting unhealthy products and the absence of some moral values.