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BİREYSEL AHLAK FELSEFELERİ, REKLAMA YÖNELİK ETİK DEĞERLENDİRME VE SATIN ALMA NİYETİ: TELEVİZYON REKLAMLARINDA CİNSELLİĞİN KULLANIMI

Yıl 2016, Cilt: 3 Sayı: 4, 346 - 355, 30.12.2016
https://doi.org/10.17261/Pressacademia.2016.339

Öz

Bir iletişim aracı olan reklamın doğru ve güvenilir olması, toplumun kültürel ve ahlaki yapısına uygun olması ve etik ilkeleri içermesi günümüz işletmeleri için oldukça önemlidir. Tüketicilerinin etik değerlere daha çok önem verir hale gelmesi, işletmeleri bu konuda daha duyarlı hale getirmiştir. Reklam etiği literatürü incelendiğinde; cinsel öğelerin kullanımı, aldatıcı reklam, reklamlarda çocukların kullanılması ve ayrımcılık konuları ön plana çıkmaktadır. Bu çalışmada, reklamlarda cinsel öğelerin kullanımı konusu ele alınmıştır. Bu çalışmanın temel amacı, cinsellik açısından etik dışı bulunan reklamlara yönelik, bireysel ahlak felselerinin etik değerlendirme ve etik değerlendirmenin satın alma niyeti üzerindeki etkilerinin bir model aracılığı ile belirlenmesidir. Bu amacın yanı sıra, bu araştırmada, TV reklamlarında kadının, erkeğin ve her ikisinin cinsel obje olarak kullanıldığı reklamlara yönelik etiksel değerlendirmelerin farklılık gösterip göstermediğinin belirlenmesi hedeflenmektedir. Çalışma iki aşamadan oluşmaktadır. Birinci aşamada, uygulamada kullanılacak üç reklamın seçimi için reklamcılık konusundaki uzmanlarla bir ön araştırma yapılmıştır. İkinci aşamada ise seçilen reklamlar kolayda örnekleme yoluyla belirlenen tüketicilere izlettirilerek, her bir reklama yönelik etik değerlendirmeleri, kişisel ahlak felsefeleri ve satın alma niyetleri ölçülmüştür. Yapılan analizler sonucunda, her üç reklamın katılımcılara göre etik dışı kabul edildiği tespit edilmiştir. Bunun yanı sıra, idealizmin etik değerlendirmeyi negatif, rölativizmin ise pozitif etkilediği belirlenmiştir. Ayrıca, erkeğin cinsel öğe olarak kullanıldığı reklam, kadın ve erkeklere göre etiksel açıdan farklılık göstermektedir.

Kaynakça

  • Aktuğlu, I. K., (2006). Tüketicinin Bilgilendirilmesi Sürecinde Reklam Etiği, Küresel İletişim Dergisi, sayı 2, Güz-2006, 1-20
  • Barnett, T., Bass, K., ve Brown, G. (1994). Ethical ideology and ethical judgment regarding ethical issues in business. Journal of Business Ethics, 13: 469–480.
  • Bass K., Barnett T. ve Brown G. (1998). The moral philosophy of sales managers and its influence on ethical decision making, The Journal of Personal Selling & Sales Management, 18(2): 1–17.
  • Blair, J. D., Stephenson, J. D., Hill, K. L. ve Green, J. S. (2006). Ethics in Advertising: Sex Sells, But Should It? Jounal of Legal, Ethical and Regulatory, 9(1/2): 109-118
  • Chui, G. ve Yang, X. (2009). Responses of Chinese Consumers to Sex Appeals in International Advertising: A Test of Congruency Theory, Journal of Global Marketing, 22(3): 229-245
  • Clark, J. W. ve Dawson, L. E. (1996). Personal Religiousness and Ethical Judgements: An Empirical Analysis, Journal of Business Ethics, 15: 359-372.
  • Davis M.A., Andersen M.G. ve Curtis M.B. (2001), Measuring ethical ideology in business ethics: A critical analysis of the ethics position questionnaire, Journal of Business Ethics, 32(1): 35–53.
  • Dubinsky, A.J., Nataraajan, R. ve Huang, W-Y. (2005). Consumers’ moral philosophies: identifying the idealist and the relativist, Journal of Business Research, 58:1690-1701.
  • Elden, M. ve Ulukök, Ö., (2006). Çocuklara Yönelik Reklamlarda Denetim ve Etik, Küresel İletişim Dergisi, sayı 2, Güz-2006, 1-23
  • Ferrell, O. C. ve Gresham L. G. (1985). A Contingency Framework for Understanding Ethical Decision Making in Marketing, Journal of Marketing, Vol. 49, Summer, 87-96
  • Ferrell, O. C., Gresham L. G. and Fraedrich J. (1989), ‘A Synthesis of Ethical Decision Models for Marketing’, Journal of Macromarketing 9 (Fall), 55–64.
  • Forsyth, D. R. (1992) ‘Judging the Morality of Business Practices: The Influence of Personal Moral Philosophies’, Journal of Business Ethics, 11(5–6): 461–470
  • Forsyth, D.R., Nye, J.L. ve Kelley, (1998). Idealism, Relativism, and Ethic of Caring, Journal of Psychology: Interdisciplinary and Applied, 122(3): 243-248
  • Gould, S. J. (1994). Sexuality and Ethics in Advertising: A Research Agenda and Policy Guideline Perspective, Journal of Advertising, 23(3): 73-80
  • Hunt, S. D. and Vitell, S. J. (1986) ‘A General Theory of Marketing Ethics’, Journal of Macromarketing, 8:5–16
  • Jones, T. M. (1991), ‘Ethical Decision Making by Individuals in Organizations: An Issue-Contingent Model’, Academy of Management Review 16(April), 366–395.
  • Karabaş, S. (2013). Pazarlama İletişim Aracı Olarak Tüketicilerin Reklam Denetimine Karşı Tutumları: Reklam Etiği, Çankırı Karatekin Üniversitesi İktisadi ve İdari Bilimler Fakültesi Dergisi, 3(1): 143-157
  • Karpat I., (2004).Ürün Sorumluluğunun Aktarılmasında Reklam ve Etik Kaygılar, 2nd International Symposium: Communication in the Millennium : A Dialogue Between Turkish and American Scholars, March 17-19: 93-110
  • Li, H., Daugherty, T. ve Biocca, F. (2002). Impact of 3-D advertising on product knowledge, brand attitude, and purchase intention: The mediating role of presence, Journal of Advertising, 31(3): 43–57.
  • Marta, J., Attia, A., Singhapakdi, A. and Atteya, N.A. (2003). ‘Comparison of ethical perceptions and moral philosophies of American and Egyptian business students’, Teaching Business Ethics, 7(1), 1- 20
  • Newstead, S., Stokes, A. F. ve Armstead, P. (1996), Individual differences in student cheating in,Journal of Educational Psychology, 87(2): 229-241.
  • O’Barr, W. M. (2007). Ethics and Advertising, Advertising & Society Review. 8(3), doi number: 10.1353/asr.2007.0045
  • Özbek, V. (2012). Bireysel Belirleyicilerin Algılanan Etik Problem ve Etik Niyetler Üzerindeki Etkisi: Küçük İşletmelerde Bir Uygulama, Gebze Yüksek Teknoloji Enstitüsü Sosyal Bilmler Enstitüsü Yayımlanmamış Doktora Tezi, Kocaeli
  • Özyer, K. ve Azizoğlu, Ö. (2010). Demografik Değişkenlerin Kişilerin Etik Tutumları Üzerindeki Etkileri, Ekonomik ve Sosyal Araştırmalar Dergisi, 6(2): 59-84
  • Rawwas, M.Y.A., Arjoon, S. ve Sidani, Y. (2013). An introduction of epistemology to business ethics: A study of marketing middle-managers, in, Journal of Business Ethics, 117(3): 525-539.
  • Reidenbach, R. ve Robin, D. (1990) “Toward the Development of a Multidimensional Scale for Improving Evaluations of Business Ethics”, Journal of Business Ethics, 9 (8):.639-653
  • Singhapakdi, A., Vitell, S.J. ve Leelakulthanit, O. (1994). A Cross-cultural Study of Moral Philosophies, Ethical Perceptions and Judgements A Comparison of American and Thai Marketers, International Marketing Review, Vol. 11 No. 6, 1994, pp. 65-78.
  • Treise, D., Weigold, M. F., Conna, J. ve Garrison, H. (1994). Ethics in Advertising: Ideological Correlates of Consumer Perceptions, Journal of Advertising, 23(3):59-69
  • Yazıcı, A. ve Yazıcı, S. (2010). Etik Durum Ölçeğinin Geçerlilik ve Güvenilirlik Çalışması, Türk Eğitim Bilimleri Dergisi, 8(4):1001-1017
  • Zinkhan, G.M., (1994). Advertising Ethics: Emerging Methods and Trends, Journal of Advertising, 23(3):1-4

MORAL PHILOSOPHY, ETHICAL JUDGMENT, AND PURCHASE INTENTION: PERCEPTIONS OF SEX APPEALS IN TELEVISION ADVERTISING

Yıl 2016, Cilt: 3 Sayı: 4, 346 - 355, 30.12.2016
https://doi.org/10.17261/Pressacademia.2016.339

Öz





Advertising
must be accurate, reliable, honest, and in line with the cultural and ethical
norms of the society. Since consumers become more sensitive to ethical
principles, organizations are urged to be more attentive to ethical issues in
advertising. Sex appeals, deceptive advertising, advertising to children and
discrimination in advertising are the major issues in the advertising ethics
literature. This study examines the ethical perceptions about using sex appeals
in advertising. Particularly, the study aims to determine whether using male
and female bodies as sexual objects in advertisements is perceived to be
ethical or not. Further, the study probes the effect of consumers’ ethical
philosophies (i.e. idealism, relativism) on their ethical judgments about the
ads. A field study is conducted to test a number of hypotheses to resolve the
research question. In the first phase of the field research, advertising
experts are asked to evaluate 12 selected ads in terms of their ethical
content. Based on their evaluations, 3 ethically questionable ads (one
comprised of male body as a sexual object, one comprised of female body as a
sexual object, and one comprised of both male and female bodies as sexual
objects) are chosen to be used in the next stage. In the second stage, the
ethically questionable ads are viewed by a convenient sample of consumers and
their ethical judgments about the ads, ethical moral philosophies and
intentions to purchase the advertised products are measured. Data analyses
revealed that, respondents perceived ethical concerns in all of the ads used in
the study. Further, idealism is found to exert a significantly negative effect
on ethical judgments, while relativism exerted a significantly positive effect.
Yet, ethical perceptions about the ad where male body is used as a sexual
object, found to be varying based on respondents’ gender. 

Kaynakça

  • Aktuğlu, I. K., (2006). Tüketicinin Bilgilendirilmesi Sürecinde Reklam Etiği, Küresel İletişim Dergisi, sayı 2, Güz-2006, 1-20
  • Barnett, T., Bass, K., ve Brown, G. (1994). Ethical ideology and ethical judgment regarding ethical issues in business. Journal of Business Ethics, 13: 469–480.
  • Bass K., Barnett T. ve Brown G. (1998). The moral philosophy of sales managers and its influence on ethical decision making, The Journal of Personal Selling & Sales Management, 18(2): 1–17.
  • Blair, J. D., Stephenson, J. D., Hill, K. L. ve Green, J. S. (2006). Ethics in Advertising: Sex Sells, But Should It? Jounal of Legal, Ethical and Regulatory, 9(1/2): 109-118
  • Chui, G. ve Yang, X. (2009). Responses of Chinese Consumers to Sex Appeals in International Advertising: A Test of Congruency Theory, Journal of Global Marketing, 22(3): 229-245
  • Clark, J. W. ve Dawson, L. E. (1996). Personal Religiousness and Ethical Judgements: An Empirical Analysis, Journal of Business Ethics, 15: 359-372.
  • Davis M.A., Andersen M.G. ve Curtis M.B. (2001), Measuring ethical ideology in business ethics: A critical analysis of the ethics position questionnaire, Journal of Business Ethics, 32(1): 35–53.
  • Dubinsky, A.J., Nataraajan, R. ve Huang, W-Y. (2005). Consumers’ moral philosophies: identifying the idealist and the relativist, Journal of Business Research, 58:1690-1701.
  • Elden, M. ve Ulukök, Ö., (2006). Çocuklara Yönelik Reklamlarda Denetim ve Etik, Küresel İletişim Dergisi, sayı 2, Güz-2006, 1-23
  • Ferrell, O. C. ve Gresham L. G. (1985). A Contingency Framework for Understanding Ethical Decision Making in Marketing, Journal of Marketing, Vol. 49, Summer, 87-96
  • Ferrell, O. C., Gresham L. G. and Fraedrich J. (1989), ‘A Synthesis of Ethical Decision Models for Marketing’, Journal of Macromarketing 9 (Fall), 55–64.
  • Forsyth, D. R. (1992) ‘Judging the Morality of Business Practices: The Influence of Personal Moral Philosophies’, Journal of Business Ethics, 11(5–6): 461–470
  • Forsyth, D.R., Nye, J.L. ve Kelley, (1998). Idealism, Relativism, and Ethic of Caring, Journal of Psychology: Interdisciplinary and Applied, 122(3): 243-248
  • Gould, S. J. (1994). Sexuality and Ethics in Advertising: A Research Agenda and Policy Guideline Perspective, Journal of Advertising, 23(3): 73-80
  • Hunt, S. D. and Vitell, S. J. (1986) ‘A General Theory of Marketing Ethics’, Journal of Macromarketing, 8:5–16
  • Jones, T. M. (1991), ‘Ethical Decision Making by Individuals in Organizations: An Issue-Contingent Model’, Academy of Management Review 16(April), 366–395.
  • Karabaş, S. (2013). Pazarlama İletişim Aracı Olarak Tüketicilerin Reklam Denetimine Karşı Tutumları: Reklam Etiği, Çankırı Karatekin Üniversitesi İktisadi ve İdari Bilimler Fakültesi Dergisi, 3(1): 143-157
  • Karpat I., (2004).Ürün Sorumluluğunun Aktarılmasında Reklam ve Etik Kaygılar, 2nd International Symposium: Communication in the Millennium : A Dialogue Between Turkish and American Scholars, March 17-19: 93-110
  • Li, H., Daugherty, T. ve Biocca, F. (2002). Impact of 3-D advertising on product knowledge, brand attitude, and purchase intention: The mediating role of presence, Journal of Advertising, 31(3): 43–57.
  • Marta, J., Attia, A., Singhapakdi, A. and Atteya, N.A. (2003). ‘Comparison of ethical perceptions and moral philosophies of American and Egyptian business students’, Teaching Business Ethics, 7(1), 1- 20
  • Newstead, S., Stokes, A. F. ve Armstead, P. (1996), Individual differences in student cheating in,Journal of Educational Psychology, 87(2): 229-241.
  • O’Barr, W. M. (2007). Ethics and Advertising, Advertising & Society Review. 8(3), doi number: 10.1353/asr.2007.0045
  • Özbek, V. (2012). Bireysel Belirleyicilerin Algılanan Etik Problem ve Etik Niyetler Üzerindeki Etkisi: Küçük İşletmelerde Bir Uygulama, Gebze Yüksek Teknoloji Enstitüsü Sosyal Bilmler Enstitüsü Yayımlanmamış Doktora Tezi, Kocaeli
  • Özyer, K. ve Azizoğlu, Ö. (2010). Demografik Değişkenlerin Kişilerin Etik Tutumları Üzerindeki Etkileri, Ekonomik ve Sosyal Araştırmalar Dergisi, 6(2): 59-84
  • Rawwas, M.Y.A., Arjoon, S. ve Sidani, Y. (2013). An introduction of epistemology to business ethics: A study of marketing middle-managers, in, Journal of Business Ethics, 117(3): 525-539.
  • Reidenbach, R. ve Robin, D. (1990) “Toward the Development of a Multidimensional Scale for Improving Evaluations of Business Ethics”, Journal of Business Ethics, 9 (8):.639-653
  • Singhapakdi, A., Vitell, S.J. ve Leelakulthanit, O. (1994). A Cross-cultural Study of Moral Philosophies, Ethical Perceptions and Judgements A Comparison of American and Thai Marketers, International Marketing Review, Vol. 11 No. 6, 1994, pp. 65-78.
  • Treise, D., Weigold, M. F., Conna, J. ve Garrison, H. (1994). Ethics in Advertising: Ideological Correlates of Consumer Perceptions, Journal of Advertising, 23(3):59-69
  • Yazıcı, A. ve Yazıcı, S. (2010). Etik Durum Ölçeğinin Geçerlilik ve Güvenilirlik Çalışması, Türk Eğitim Bilimleri Dergisi, 8(4):1001-1017
  • Zinkhan, G.M., (1994). Advertising Ethics: Emerging Methods and Trends, Journal of Advertising, 23(3):1-4
Toplam 30 adet kaynakça vardır.

Ayrıntılar

Birincil Dil Türkçe
Bölüm Articles
Yazarlar

Fatih Koc

Oktay Cetin Bu kişi benim

Umit Alniacik

Yayımlanma Tarihi 30 Aralık 2016
Yayımlandığı Sayı Yıl 2016 Cilt: 3 Sayı: 4

Kaynak Göster

APA Koc, F., Cetin, O., & Alniacik, U. (2016). BİREYSEL AHLAK FELSEFELERİ, REKLAMA YÖNELİK ETİK DEĞERLENDİRME VE SATIN ALMA NİYETİ: TELEVİZYON REKLAMLARINDA CİNSELLİĞİN KULLANIMI. Journal of Management Marketing and Logistics, 3(4), 346-355. https://doi.org/10.17261/Pressacademia.2016.339

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