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REKLAMDA CİNSELLİK VE TÜKETİCİ: BİREYSEL AHLAKİ İDEOLOJİNİN REKLAMDA CİNSELLİĞİN KULLANIMINA YÖNELİK TUTUMLARA ETKİSİ

Sex In Advertising And The Consumer: The Effect of Personal Moral Ideology on Attitudes Toward The Use of Sex In Advertising

Journal Name:

  • Erciyes Üniversitesi İletişim Fakültesi Akademik Dergisi

Publication Year:

  • 2013

Key Words:

Keywords (Original Language):

Author NameUniversity of AuthorFaculty of Author
Abstract (2. Language): 
Today there is much discussion concerning the variety of consumer reactions formed around ethical rules regarding advertisements which include explicit sexual content or elements suggestive of it. Some of the reactions from consumers have been positive, some negative. This differentiation between consumers is a determining factor on the evaluation of the advertisement and the brand which is advertised, that is on the effectiveness of the advertisement. From this point of view it can be seen that it is important to determine the reasons for individual differentiation as to why an advertisement is ethical or not. This study concentrates on the question of whether or not the individual ethical ideology held by the consumer in the context of Ethics Position Theory has an effect on attitudes developed towards the use of sexual content in advertisements and the various types of use of sexuality. According to the results of the study, while the ethical judgments of individuals with highly idealistic judgment are more negative towards advertisements with a sexual content and the types of use of sexuality in advertisements than those of others, individuals with a highly relativistic judgment have a more positive viewpoint on these topics.
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Abstract (Original Language): 
Günümüzde birçok reklam uygulamasında cinsellikle doğrudan ilgili ya da onu çağrıştıran unsurlara yer verilmekle beraber cinsellik içeren reklamlara yönelik büyük ölçüde ahlak kuralları etrafında şekillenen çeşitli tüketici tepkileri de söz konusudur. Söz konusu tepkiler, kimi tüketicilerde olumlu yönde ortaya çıkarken kimilerinde ise olumsuz yönde ortaya çıkmaktadır. Tüketicilerde ortaya çıkan bu farklılaşma ise reklama ve reklamı yapılan markaya yönelik değerlendirmeler yani reklamın etkililiği üzerinde belirleyici olmaktadır. Bu bakımdan reklamı etik bulup bulmama konusundaki bireysel farklılaşmanın nedenini ortaya koymak önemli bir gereklilik olarak ortaya çıkmaktadır. Bu çalışmada, etik durum kuramı çerçevesinde tüketicilerin sahip oldukları bireysel ahlaki ideolojinin, cinsellik içeren reklam uygulamalarına ve cinselliğin çeşitli kullanım biçimlerine yönelik geliştirilen tutumlara etki edip etmediği üzerinde durulmuştur. Araştırma sonuçlarına göre yüksek idealist yargısı taşıyan bireylerin cinsellik içeren reklamlara yönelik tutumları ve cinselliğin reklamlardaki kullanım biçimlerine yönelik ahlaki yargıları diğerlerine kıyasla daha olumsuzken yüksek görelilik yargısı taşıyan bireylerin bu konularda daha olumlu bir bakış açısı vardır.
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  • 1
14-30
  • Turkish

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