{"id":11907,"date":"2008-11-28T04:23:00","date_gmt":"2008-11-28T04:23:00","guid":{"rendered":"https:\/\/www.sisinternational.com\/book-review-truth-lies-advertising\/"},"modified":"2025-09-15T23:00:51","modified_gmt":"2025-09-16T03:00:51","slug":"%d9%85%d8%b1%d8%a7%d8%ac%d8%b9%d8%a9-%d9%83%d8%aa%d8%a7%d8%a8-%d8%a7%d9%84%d8%ad%d9%82%d9%8a%d9%82%d8%a9-%d8%aa%d9%83%d9%85%d9%86-%d9%81%d9%8a-%d8%a7%d9%84%d8%a5%d8%b9%d9%84%d8%a7%d9%86%d8%a7%d8%aa","status":"publish","type":"post","link":"https:\/\/www.sisinternational.com\/ar\/book-review-truth-lies-advertising\/","title":{"rendered":"\u0645\u0631\u0627\u062c\u0639\u0629 \u0643\u062a\u0627\u0628: \u0627\u0644\u062d\u0642\u064a\u0642\u0629 \u0648\u0627\u0644\u0623\u0643\u0627\u0630\u064a\u0628 \u0648\u0627\u0644\u0625\u0639\u0644\u0627\u0646"},"content":{"rendered":"<p><img decoding=\"async\" class=\"alignleft\" src=\"\/storage\/2009-journal-images\/market-intelligence-journal\/tla.jpg?__SQUARESPACE_CACHEVERSION=1233894251615\" alt=\"SIS \u0623\u0628\u062d\u0627\u062b \u0627\u0644\u0633\u0648\u0642 \u0627\u0644\u062f\u0648\u0644\u064a\u0629 \u0648\u0627\u0644\u0627\u0633\u062a\u0631\u0627\u062a\u064a\u062c\u064a\u0629\">\u0643\u062c\u0632\u0621 \u0645\u0646 \u0633\u0644\u0633\u0644\u0629 \u0645\u0631\u0627\u062c\u0639\u0627\u062a \u0643\u062a\u0628 \u0627\u0644\u062a\u0633\u0648\u064a\u0642 \u0644\u062f\u064a\u0646\u0627\u060c \u0642\u0645\u0646\u0627 \u0645\u0624\u062e\u0631\u064b\u0627 \u0628\u0645\u0631\u0627\u062c\u0639\u0629 \u0643\u062a\u0627\u0628 \u062c\u0648\u0646 \u0633\u062a\u064a\u0644 &quot;\u0627\u0644\u062d\u0642\u064a\u0642\u0629 \u0648\u0627\u0644\u0623\u0643\u0627\u0630\u064a\u0628 \u0648\u0627\u0644\u0625\u0639\u0644\u0627\u0646: \u0641\u0646 \u062a\u062e\u0637\u064a\u0637 \u0627\u0644\u062d\u0633\u0627\u0628\u0627\u062a&quot;. \u0639\u0644\u0649 \u0627\u0644\u0631\u063a\u0645 \u0645\u0646 \u0627\u0644\u062a\u0631\u0643\u064a\u0632 \u0639\u0644\u0649 \u0627\u0644\u0625\u0639\u0644\u0627\u0646\u060c \u064a\u0645\u0643\u0646 \u062a\u0637\u0628\u064a\u0642 \u0645\u062d\u062a\u0648\u0649 \u0627\u0644\u0643\u062a\u0627\u0628 \u0639\u0645\u0644\u064a\u064b\u0627 \u0639\u0644\u0649 \u0641\u0631\u0648\u0639 \u0623\u062e\u0631\u0649 \u0645\u0646 \u062e\u062f\u0645\u0627\u062a \u0627\u0644\u062a\u0633\u0648\u064a\u0642. \u0648\u0639\u0644\u0649 \u0648\u062c\u0647 \u0627\u0644\u062e\u0635\u0648\u0635\u060c \u0643\u0646\u0627 \u062d\u0631\u064a\u0635\u064a\u0646 \u0639\u0644\u0649 \u0642\u0631\u0627\u0621\u0629 \u0648\u062c\u0647\u0629 \u0646\u0638\u0631\u0647\u0627 \u062d\u0648\u0644 \u0623\u0628\u062d\u0627\u062b \u0627\u0644\u0633\u0648\u0642 \u0641\u064a \u0627\u0644\u062d\u0645\u0644\u0627\u062a \u0627\u0644\u0625\u0639\u0644\u0627\u0646\u064a\u0629.<\/p>\n<p>\u0647\u062f\u0641 \u0633\u062a\u064a\u0644 \u0647\u0648 \u0627\u0642\u062a\u0631\u0627\u062d \u0646\u0645\u0648\u0630\u062c \u062c\u062f\u064a\u062f \u0644\u0644\u0625\u0639\u0644\u0627\u0646 \u064a\u0639\u062a\u0645\u062f \u0639\u0644\u0649 \u0645\u062f\u0649 \u062a\u0639\u0642\u064a\u062f \u0627\u0644\u0623\u0634\u062e\u0627\u0635 \u0648\u0639\u0648\u0627\u0637\u0641\u0647\u0645. \u064a\u062a\u0636\u0645\u0646 \u0627\u0644\u0646\u0645\u0648\u0630\u062c \u0634\u0631\u0627\u0643\u0629 \u0628\u064a\u0646 \u0623\u0635\u062d\u0627\u0628 \u0627\u0644\u0645\u0635\u0644\u062d\u0629 \u0641\u064a \u062d\u0645\u0644\u0629 \u0625\u0639\u0644\u0627\u0646\u064a\u0629:<\/p>\n<ul>\n<li>\u0648\u062c\u0647\u0629 \u0646\u0638\u0631 \u0639\u0645\u0644 \u0627\u0644\u0639\u0645\u064a\u0644<\/li>\n<li>\u0627\u0644\u0645\u0646\u0638\u0648\u0631 \u0627\u0644\u0625\u0628\u062f\u0627\u0639\u064a \u0644\u0644\u0648\u0643\u0627\u0644\u0629<\/li>\n<li>opinions and prejudices of the people at whom advertising is aimed; In other words, the consumer needs to be probed for insecurities, motivations, habits, and prejudices<\/li>\n<\/ul>\n<p>\u0648\u0645\u0646 \u062e\u0644\u0627\u0644 &quot;\u062a\u062b\u0644\u064a\u062b&quot; \u0648\u062c\u0647\u0627\u062a \u0627\u0644\u0646\u0638\u0631 \u0647\u0630\u0647\u060c \u064a\u0645\u0643\u0646 \u062a\u062d\u062f\u064a\u062f \u0648\u062c\u0647\u0629 \u0646\u0638\u0631 \u0623\u0642\u0631\u0628 \u0625\u0644\u0649 \u0627\u0644\u062d\u0642\u064a\u0642\u0629. \u0648\u064a\u0643\u0645\u0646 \u0648\u0631\u0627\u0621 \u0647\u0630\u0627 \u0627\u0644\u0646\u0645\u0648\u0630\u062c \u062a\u0642\u062f\u064a\u0631\u0647 \u0644\u0644\u0641\u0648\u0636\u0649. \u0645\u0628\u0631\u0631 \u0633\u062a\u064a\u0644 \u0647\u0648 \u0623\u0646 \u0645\u062c\u0645\u0648\u0639 \u0627\u0644\u0643\u0644 \u0623\u0643\u0628\u0631 \u0645\u0646 \u0627\u0644\u0623\u062c\u0632\u0627\u0621 \u0627\u0644\u0641\u0631\u062f\u064a\u0629. \u0648\u0639\u0644\u0649 \u0627\u0644\u0639\u0643\u0633 \u0645\u0646 \u0630\u0644\u0643\u060c \u0625\u0630\u0627 \u0633\u0645\u062d \u0644\u0648\u062c\u0647\u0629 \u0646\u0638\u0631 \u0648\u0627\u062d\u062f\u0629 \u0628\u0627\u0644\u0647\u064a\u0645\u0646\u0629\u060c \u0641\u0642\u062f \u062a\u062a\u0623\u062b\u0631 \u062c\u0648\u062f\u0629 \u0648\u0641\u0639\u0627\u0644\u064a\u0629 \u0627\u0644\u062d\u0645\u0644\u0629 \u0627\u0644\u0625\u0639\u0644\u0627\u0646\u064a\u0629. \u064a\u0634\u064a\u0631 \u0633\u062a\u064a\u0644 \u0625\u0644\u0649 \u0623\u0646 \u0627\u0644\u0641\u0648\u0636\u0649 \u064a\u0645\u0643\u0646 \u0623\u0646 \u062a\u0643\u0648\u0646 \u0645\u0641\u064a\u062f\u0629 \u0641\u064a \u062a\u0642\u062f\u064a\u0645 \u0623\u0641\u0636\u0644 \u0639\u0645\u0644 \u0644\u0644\u0639\u0645\u0644\u0627\u0621.<\/p>\n<ul>\n<li>\u0627\u0644\u0628\u064a\u0626\u0629 \u0627\u0644\u0645\u0624\u062b\u0631\u0629 \u0639\u0644\u0649 \u0627\u0644\u0628\u062d\u0648\u062b \u0627\u0644\u0645\u062a\u0639\u0644\u0642\u0629 \u0628\u0627\u0644\u0625\u0639\u0644\u0627\u0646<\/li>\n<li>\u0645\u0627 \u0647\u0648 \u0646\u0648\u0639 \u0627\u0644\u0645\u0632\u0627\u062c \u0627\u0644\u0630\u064a \u064a\u0636\u0639\u0647\u0645 \u0641\u064a\u0647\u061f<\/li>\n<li>\u0641\u0631\u0635\u0629 (\u064a\u062c\u0628 \u062a\u0634\u062c\u064a\u0639\u0647\u0627)<\/li>\n<\/ul>\n<p>\u064a\u0633\u062a\u0645\u0631 \u0633\u062a\u064a\u0644 \u0623\u064a\u0636\u064b\u0627 \u0641\u064a \u0631\u0633\u0645 \u062a\u0634\u0627\u0628\u0647 \u063a\u064a\u0631 \u0645\u062a\u0648\u0642\u0639 \u0628\u064a\u0646 \u0641\u064a\u0632\u064a\u0627\u0621 \u0627\u0644\u0643\u0645 \u0648\u0627\u0644\u0625\u0639\u0644\u0627\u0646\u060c \u0641\u064a \u0625\u0634\u0627\u0631\u0629 \u0625\u0644\u0649 \u0627\u0644\u0641\u0648\u0636\u0649. \u0641\u064a \u0627\u0644\u0646\u0647\u0627\u064a\u0629\u060c \u064a\u0634\u064a\u0631 \u0633\u062a\u064a\u0644 \u0625\u0644\u0649 \u0623\u0646 \u0627\u0644\u0641\u0648\u0636\u0649 \u0648\u0627\u0644\u0631\u063a\u0628\u0629 \u0641\u064a \u0648\u062c\u0647\u0627\u062a \u0646\u0638\u0631 \u0645\u062a\u0636\u0627\u0631\u0628\u0629 \u0641\u064a \u0641\u064a\u0632\u064a\u0627\u0621 \u0627\u0644\u0643\u0645 \u062a\u0634\u0628\u0647 \u0645\u0646\u0647\u062c\u0647 \u0641\u064a \u0648\u062c\u0647\u0627\u062a \u0627\u0644\u0646\u0638\u0631 \u0627\u0644\u0645\u062a\u0646\u0648\u0639\u0629.<\/p>\n<p>Steel continues to define Advertising according to Jeff Goodby&#8217;s definition: getting into one\u2019s mind and changing one\u2019s mind, but not telling one how to think. Along these lines, Steel asserts that Advertising cannot sell something; instead it influences the mind, which can influence purchasing.<\/p>\n<p>\u0641\u0647\u0644 \u0627\u0644\u0625\u0639\u0644\u0627\u0646 \u0641\u0646 \u0623\u0645 \u062a\u062c\u0627\u0631\u0629\u061f \u0630\u0643\u0631 \u062c\u0648\u062f\u0628\u0627\u064a \u0623\u0646 \u0627\u0644\u0625\u0639\u0644\u0627\u0646 \u0643\u0627\u0646 \u0639\u0645\u0644 \u062a\u063a\u064a\u064a\u0631 \u0627\u0644\u0639\u0642\u0648\u0644. \u0648\u0645\u0646 \u0647\u0646\u0627 \u064a\u0628\u062f\u0648 \u0623\u0646 \u0627\u0644\u0625\u0639\u0644\u0627\u0646 \u0647\u0648 \u0645\u0632\u064a\u062c \u0645\u0646 \u0627\u0644\u0641\u0646 \u0648\u0627\u0644\u062a\u062c\u0627\u0631\u0629\u060c \u0648\u064a\u0645\u064a\u0644 \u0646\u062d\u0648 \u0627\u0644\u062a\u062c\u0627\u0631\u0629. \u0625\u0646 \u062a\u0635\u0648\u0631 \u0627\u0644\u0625\u0639\u0644\u0627\u0646 \u0641\u064a \u0627\u0644\u063a\u0627\u0644\u0628 \u0639\u0644\u0649 \u0623\u0646\u0647 \u0641\u0646 \u064a\u0645\u062b\u0644 \u0645\u0634\u0643\u0644\u0629 \u0644\u0623\u0646\u0647 \u064a\u062b\u064a\u0631 \u0645\u0634\u0643\u0644\u0629 \u0648\u0636\u0639 \u0645\u0635\u0627\u0644\u062d \u0627\u0644\u0645\u0628\u062f\u0639 \u0641\u0648\u0642 \u0645\u0635\u0627\u0644\u062d \u0627\u0644\u0639\u0645\u064a\u0644. \u064a\u0634\u064a\u0631 \u0627\u0644\u0641\u0648\u0644\u0627\u0630 \u0625\u0644\u0649 \u0623\u0646 \u0627\u0644\u0645\u0639\u0644\u0646\u064a\u0646 \u0628\u062d\u0627\u062c\u0629 \u0625\u0644\u0649 \u0625\u062f\u0631\u0627\u0643 \u0623\u0646 \u0647\u062f\u0641 \u0639\u0645\u0644\u0627\u0626\u0647\u0645 \u0647\u0648 \u0628\u064a\u0639 \u0627\u0644\u0645\u0646\u062a\u062c\u0627\u062a \u0623\u0648 \u0627\u0644\u0623\u0641\u0643\u0627\u0631.<\/p>\n<p>\u0639\u0644\u0627\u0648\u0629 \u0639\u0644\u0649 \u0630\u0644\u0643\u060c \u0647\u0644 \u0627\u0644\u0625\u0639\u0644\u0627\u0646 \u0639\u0644\u0645 \u0623\u0645 \u0641\u0646\u061f \u064a\u0630\u0643\u0631 \u0633\u062a\u064a\u0644 \u0623\u0646 \u0627\u0644\u0625\u0639\u0644\u0627\u0646 \u0644\u064a\u0633 \u0639\u0644\u0645\u064b\u0627 \u0644\u0623\u0646\u0647 \u064a\u0647\u0645\u0644 \u062a\u0639\u0642\u064a\u062f \u0627\u0644\u0645\u0634\u0627\u0639\u0631 \u0627\u0644\u0625\u0646\u0633\u0627\u0646\u064a\u0629. \u064a\u0641\u062a\u0631\u0636 \u0627\u0644\u0639\u0644\u0645 \u0623\u0646\u0647 \u064a\u0645\u0643\u0646\u0643 \u062a\u0641\u0643\u064a\u0643 \u0627\u0644\u0645\u0643\u0648\u0646\u0627\u062a \u0648\u0625\u0639\u0627\u062f\u0629 \u0628\u0646\u0627\u0621 \u0627\u0644\u0623\u0634\u064a\u0627\u0621 \u0648\u0641\u0642\u064b\u0627 \u0644\u0646\u0645\u0648\u0630\u062c \u0627\u0644\u0622\u0644\u0629 \u0627\u0644\u0630\u064a \u0635\u0645\u0645\u062a\u0647 \u0645\u0627\u0631\u063a\u0631\u064a\u062a \u0648\u064a\u062a\u0644\u064a. \u064a\u0645\u0643\u0646 \u0644\u0644\u0628\u064a\u0627\u0646\u0627\u062a \u0627\u0644\u0639\u0644\u0645\u064a\u0629 \u0627\u0644\u0645\u0641\u0631\u0637\u0629\u060c \u0628\u062d\u0633\u0628 \u0633\u062a\u064a\u0644\u060c \u0627\u0644\u062a\u0631\u0643\u064a\u0632 \u0639\u0644\u0649 \u0627\u0644\u0623\u0634\u062c\u0627\u0631 \u0648\u0625\u0647\u0645\u0627\u0644 \u0627\u0644\u063a\u0627\u0628\u0629.<\/p>\n<p>Steel writes about the power of the unscientific method. He cites evidence that some of the best brains, including Einstein, Oppenheimer (a physicist), and Watson\/Crick, deviated from the scientific method by combining science and art (intuition, fantasy). Steel implies that this occurred because these great thinkers realized that the scientific method could not explain everything.<\/p>\n<p>\u0641\u064a \u0627\u0644\u0633\u064a\u0627\u0642\u060c \u064a\u0648\u0627\u062c\u0647 \u0627\u0644\u0625\u0639\u0644\u0627\u0646 \u0627\u0644\u0639\u062f\u064a\u062f \u0645\u0646 \u0627\u0644\u0645\u0634\u0627\u0643\u0644 \u0641\u064a \u0627\u0644\u0648\u0635\u0648\u0644 \u0625\u0644\u0649 \u0627\u0644\u0645\u0633\u062a\u0647\u0644\u0643\u064a\u0646. \u064a\u062a\u0645 \u062a\u0648\u062c\u064a\u0647 \u0627\u0644\u0625\u0639\u0644\u0627\u0646\u0627\u062a \u0625\u0644\u0649 \u0627\u0644\u0623\u0634\u062e\u0627\u0635\u060c \u0648\u062a\u062d\u0627\u0648\u0644 \u0625\u062e\u0628\u0627\u0631\u0647\u0645 \u0628\u0645\u0627 \u064a\u062c\u0628 \u0639\u0644\u064a\u0647\u0645 \u0641\u0639\u0644\u0647. \u0644\u0642\u062f \u062a\u0645 \u0627\u0644\u0625\u0641\u0631\u0627\u0637 \u0641\u064a \u0627\u0633\u062a\u062e\u062f\u0627\u0645 \u0627\u0644\u0631\u0633\u0627\u0626\u0644. \u0648\u0646\u062a\u064a\u062c\u0629 \u0644\u0630\u0644\u0643\u060c \u0627\u0644\u0646\u0627\u0633 \u0644\u0627 \u064a\u062d\u0628\u0648\u0646 \u0627\u0644\u0625\u0639\u0644\u0627\u0646. \u064a\u0642\u062a\u0631\u062d \u0633\u062a\u064a\u0644 \u0623\u0646 \u0627\u0644\u062b\u0627\u0644\u0648\u062b \u0627\u0644\u0623\u0642\u062f\u0633 \u0641\u064a \u0627\u0644\u0625\u0639\u0644\u0627\u0646 \u064a\u062a\u0643\u0648\u0646 \u0645\u0646:<\/p>\n<ul>\n<li>\u0628\u0633\u0627\u0637\u0629<\/li>\n<li>\u0627\u0644\u0641\u0637\u0631\u0629 \u0627\u0644\u0633\u0644\u064a\u0645\u0629<\/li>\n<li>\u0625\u0650\u0628\u062f\u0627\u0639<\/li>\n<\/ul>\n<p><strong>\u0623\u0641\u0643\u0627\u0631 \u062d\u0648\u0644 \u0627\u0644\u0623\u0628\u062d\u0627\u062b<\/strong><br \/>\nSteel asserts that clients assume that those on the outside share their same amount of knowledge, and that it was the role of the planner needs to change this. He indicates that the focus group moderator should have the power to introduce a completely new idea and deviate from the discussion guide. For example, he worked on a project on \u201cDisability Insurance,\u201d which by itself is a word that makes people shudder. Exploratory research was employed to allow the respondent to freely think and speak her thoughts. He found that respondents considered disability insurance as a necessary evil. As a result, the resulting ad campaign focused on the wide picture of the future and the realities that would impact some of the population. The message was that the company had your interests at heart.<\/p>\n<p>Steel also claims that researchers need to look at what is not being said. Citing the example of a project for KPMG Peat Marwick, he had conducted many interviews with high-level executives. All research interviews consisted of the respondent telling the interviewer that what they were saying was all confidential. Hence, he came up with the idea to make a slogan conveying the exciting, stealthy, and confidential nature of what KPMG did.<\/p>\n<p>\u0641\u064a \u0646\u0647\u0627\u064a\u0629 \u0627\u0644\u0645\u0637\u0627\u0641\u060c \u064a\u062d\u062a\u0648\u064a \u0627\u0644\u0643\u062a\u0627\u0628 \u0639\u0644\u0649 \u0623\u0645\u062b\u0644\u0629 \u062a\u0646\u0634\u064a\u0637\u064a\u0629 \u0644\u0644\u0625\u0639\u0644\u0627\u0646\u0627\u062a \u0627\u0644\u0625\u0628\u062f\u0627\u0639\u064a\u0629. \u064a\u062a\u0648\u0627\u0641\u0642 \u0623\u0633\u0644\u0648\u0628 \u0643\u062a\u0627\u0628\u062a\u0647 \u0633\u0647\u0644 \u0627\u0644\u0642\u0631\u0627\u0621\u0629 \u0645\u0639 \u0646\u0638\u0631\u064a\u0627\u062a\u0647 \u0627\u0644\u0639\u0627\u0645\u0629 \u062d\u0648\u0644 \u0627\u0644\u0628\u0633\u0627\u0637\u0629 \u0648\u0627\u0644\u062d\u0633 \u0627\u0644\u0633\u0644\u064a\u0645 \u0641\u064a \u0627\u0644\u0625\u0639\u0644\u0627\u0646. \u062a\u0639\u062a\u0628\u0631 \u0646\u0638\u0631\u064a\u0627\u062a\u0647\u0627 \u062d\u0648\u0644 \u0627\u0644\u062d\u0645\u0644\u0629 \u0627\u0644\u0625\u0639\u0644\u0627\u0646\u064a\u0629 \u0645\u0641\u064a\u062f\u0629 \u0641\u064a \u062a\u0635\u0648\u0631 \u0627\u0644\u062d\u0645\u0644\u0629 \u0627\u0644\u0625\u0639\u0644\u0627\u0646\u064a\u0629 \u0627\u0644\u0623\u0643\u062b\u0631 \u0641\u0639\u0627\u0644\u064a\u0629. \u0643\u0627\u0646 \u0627\u0633\u062a\u064a\u0627\u0626\u0646\u0627 \u0627\u0644\u0648\u062d\u064a\u062f \u0647\u0648 \u0623\u0646 \u0623\u0641\u0643\u0627\u0631\u0647\u0627 \u062d\u0648\u0644 \u0627\u0644\u0628\u062d\u062b \u0644\u0645 \u062a\u0636\u064a\u0641 \u0627\u0644\u0643\u062b\u064a\u0631 \u0645\u0646 \u0627\u0644\u0642\u064a\u0645\u0629 \u0645\u0646 \u0645\u0624\u0644\u0641\u064a\u0646 \u0622\u062e\u0631\u064a\u0646 \u0641\u064a \u0647\u0630\u0627 \u0627\u0644\u0646\u0648\u0639\u060c \u0645\u062b\u0644 \u0643\u0644\u0648\u062a\u064a\u0631 \u0631\u0627\u0628\u0627\u064a \u0645\u0624\u0644\u0641 \u0643\u062a\u0627\u0628 \u201c\u0634\u0641\u0631\u0629 \u0627\u0644\u062b\u0642\u0627\u0641\u0629\u201d.<\/p>","protected":false},"excerpt":{"rendered":"<p><span class=\"full-image-float-left ssNonEditable\"><span><img decoding=\"async\" style=\"width: 200px;\" src=\"\/storage\/2009-journal-images\/market-intelligence-journal\/tla.jpg?__SQUARESPACE_CACHEVERSION=1233894251615\" alt=\"\" \/><\/span><\/span>\u0643\u062c\u0632\u0621 \u0645\u0646 \u0633\u0644\u0633\u0644\u0629 \u0645\u0631\u0627\u062c\u0639\u0627\u062a \u0643\u062a\u0628 \u0627\u0644\u062a\u0633\u0648\u064a\u0642 \u0644\u062f\u064a\u0646\u0627\u060c \u0642\u0645\u0646\u0627 \u0645\u0624\u062e\u0631\u064b\u0627 \u0628\u0645\u0631\u0627\u062c\u0639\u0629 \u0643\u062a\u0627\u0628 \u062c\u0648\u0646 \u0633\u062a\u064a\u0644 &quot;\u0627\u0644\u062d\u0642\u064a\u0642\u0629 \u0648\u0627\u0644\u0623\u0643\u0627\u0630\u064a\u0628 \u0648\u0627\u0644\u0625\u0639\u0644\u0627\u0646: \u0641\u0646 \u062a\u062e\u0637\u064a\u0637 \u0627\u0644\u062d\u0633\u0627\u0628\u0627\u062a&quot;. \u0639\u0644\u0649 \u0627\u0644\u0631\u063a\u0645 \u0645\u0646 \u0627\u0644\u062a\u0631\u0643\u064a\u0632 \u0639\u0644\u0649 \u0627\u0644\u0625\u0639\u0644\u0627\u0646\u060c \u064a\u0645\u0643\u0646 \u062a\u0637\u0628\u064a\u0642 \u0645\u062d\u062a\u0648\u0649 \u0627\u0644\u0643\u062a\u0627\u0628 \u0639\u0645\u0644\u064a\u064b\u0627 \u0639\u0644\u0649 \u0641\u0631\u0648\u0639 \u0623\u062e\u0631\u0649 \u0645\u0646 \u062e\u062f\u0645\u0627\u062a \u0627\u0644\u062a\u0633\u0648\u064a\u0642. \u0648\u0639\u0644\u0649 \u0648\u062c\u0647 \u0627\u0644\u062e\u0635\u0648\u0635\u060c \u0643\u0646\u0627 \u062d\u0631\u064a\u0635\u064a\u0646 \u0639\u0644\u0649 \u0642\u0631\u0627\u0621\u0629 \u0648\u062c\u0647\u0629 \u0646\u0638\u0631\u0647\u0627 \u062d\u0648\u0644 \u0623\u0628\u062d\u0627\u062b \u0627\u0644\u0633\u0648\u0642 \u0641\u064a \u0627\u0644\u062d\u0645\u0644\u0627\u062a \u0627\u0644\u0625\u0639\u0644\u0627\u0646\u064a\u0629.<\/p>\n<p>\u0647\u062f\u0641 \u0633\u062a\u064a\u0644 \u0647\u0648 \u0627\u0642\u062a\u0631\u0627\u062d \u0646\u0645\u0648\u0630\u062c \u062c\u062f\u064a\u062f \u0644\u0644\u0625\u0639\u0644\u0627\u0646 \u064a\u0639\u062a\u0645\u062f \u0639\u0644\u0649 \u0645\u062f\u0649 \u062a\u0639\u0642\u064a\u062f \u0627\u0644\u0623\u0634\u062e\u0627\u0635 \u0648\u0639\u0648\u0627\u0637\u0641\u0647\u0645. \u064a\u062a\u0636\u0645\u0646 \u0627\u0644\u0646\u0645\u0648\u0630\u062c \u0634\u0631\u0627\u0643\u0629 \u0628\u064a\u0646 \u0623\u0635\u062d\u0627\u0628 \u0627\u0644\u0645\u0635\u0644\u062d\u0629 \u0641\u064a \u062d\u0645\u0644\u0629 \u0625\u0639\u0644\u0627\u0646\u064a\u0629:<\/p>\n<ul>\n<li>\u0648\u062c\u0647\u0629 \u0646\u0638\u0631 \u0639\u0645\u0644 \u0627\u0644\u0639\u0645\u064a\u0644<\/li>\n<li>\u0627\u0644\u0645\u0646\u0638\u0648\u0631 \u0627\u0644\u0625\u0628\u062f\u0627\u0639\u064a \u0644\u0644\u0648\u0643\u0627\u0644\u0629<\/li>\n<li>\u0622\u0631\u0627\u0621 \u0648\u062a\u062d\u064a\u0632\u0627\u062a \u0627\u0644\u0623\u0634\u062e\u0627\u0635 \u0627\u0644\u0630\u064a\u0646 \u062a\u0633\u062a\u0647\u062f\u0641\u0647\u0645 \u0627\u0644\u0625\u0639\u0644\u0627\u0646\u0627\u062a\u061b \u0648\u0628\u0639\u0628\u0627\u0631\u0629 \u0623\u062e\u0631\u0649\u060c \u064a\u062d\u062a\u0627\u062c \u0627\u0644\u0645\u0633\u062a\u0647\u0644\u0643 \u0625\u0644\u0649 \u0627\u0644\u062a\u062d\u0642\u064a\u0642 \u0641\u064a \u062d\u0627\u0644\u0627\u062a \u0639\u062f\u0645 \u0627\u0644\u0623\u0645\u0627\u0646 \u0648\u0627\u0644\u062f\u0648\u0627\u0641\u0639 \u0648\u0627\u0644\u0639\u0627\u062f\u0627\u062a \u0648\u0627\u0644\u0623\u062d\u0643\u0627\u0645 \u0627\u0644\u0645\u0633\u0628\u0642\u0629<\/li>\n<\/ul>","protected":false},"author":1,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[296],"tags":[],"class_list":["post-11907","post","type-post","status-publish","format-standard","hentry","category-branding-thought-leadership","generate-columns","tablet-grid-50","mobile-grid-100","grid-parent","grid-50"],"_links":{"self":[{"href":"https:\/\/www.sisinternational.com\/ar\/wp-json\/wp\/v2\/posts\/11907","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.sisinternational.com\/ar\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.sisinternational.com\/ar\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.sisinternational.com\/ar\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/www.sisinternational.com\/ar\/wp-json\/wp\/v2\/comments?post=11907"}],"version-history":[{"count":2,"href":"https:\/\/www.sisinternational.com\/ar\/wp-json\/wp\/v2\/posts\/11907\/revisions"}],"predecessor-version":[{"id":68962,"href":"https:\/\/www.sisinternational.com\/ar\/wp-json\/wp\/v2\/posts\/11907\/revisions\/68962"}],"wp:attachment":[{"href":"https:\/\/www.sisinternational.com\/ar\/wp-json\/wp\/v2\/media?parent=11907"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.sisinternational.com\/ar\/wp-json\/wp\/v2\/categories?post=11907"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.sisinternational.com\/ar\/wp-json\/wp\/v2\/tags?post=11907"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}