This
study examines ads banned by the Turkish Advertising Board due to the
violations on the regulations regarding “ads to childeren”. Participants watched
these ads unknowingly and their general and ethical perceptions were measured
by using focus groups.The message, target audience and disturbing points of ads
were questioned and findings show that
parents are more sensitive to ethical issues in child-centered advertising,
ethical sensitivity is highly related to education level and ethical concerns increase
when the age of actor kids is getting down
Arredondo E Castaneda D Elder J P Slymen D & Dozier D (2009) Brand name logo recognition of fast food and healthy food among children Journal of Community Health, 34(1), 73e78
Belch & Belch (2001) Advertising and Promotion- An Integrated Marketing Communications Perspective, Mc Graw Hill
Bernhardt A M Wilking C Gilbert-Diamon D Emond J A & Sargent J (2015) Children's recall of fast food television advertising-testing the adequacy of food marketing regulation PLoS One, 10(3), e0119300
Broverman D M& Klaiber E L Kobayashi Y & W Vogel (1968) Roles of Activation and Inhibition in Sex Differences in Cognitive Abilities Psychological Review, 75 : 23-50
Cornwell T B & McAlister A R (2011) Alternative thinking about starting points of obesity Development of child taste preferences Appetite, 56(2), 428e439
Cornwell T B McAlister A & Polmear-Swendris N (2014) Children's knowledge of packaged and fast food brands and the BMI Why the relationship matters for policy makers Appetite, 81, 277e283
Crosby L & Grossbart S L (1984) Parental style tendencies and concern about children's advertising In J H Leigh, & C R Martin (Eds), Current issues and research in advertising: Original research and theoretical contributions, 1: 43–64 Ann Arbor, MI: University of Michigan
Gülesanlar N (2010) Kamu Hizmeti ve Etik: Türkiye Kadastro Teşkilatı Özelinde Bir Uygulama Yayınlanmamış Yüksek Lisans Tezi, Erzurum, Atatürk Üniversitesi
Harris J L & Kalnova SS (2018) Food and beverage TV advertising to young children: Measuring exposure and potential impact, , Appetite, 49-55
Karaca,Y & Pekyaman A & Güney H (2007) Ebeveynlerin televizyon reklam içeriklerinin çocuklar üzerine etkilerini etik açıdan algılamalarına yönelik bir araştırma, Afyon Kocatepe Üniversitesi Sosyal Bilimler Dergisi, Cilt 9, 2: 234-250
Karafakioğlu M (2006) Pazarlama İlkeleri, İstanbul: Literatür Yayıncılık
Kelly B King L Chapman K Boyland E Bauman A E & Baur,L A (2015) A hierarchy of unhealthy food promotion effects: Identifying methodological approaches and knowledge gaps American Journal of Public Health, 105(4), e86ee95
Kocabıyık ET (2013) Reklamlarda Etik Dışı Unsur Kullanımı ve Tüketicinin Etik Olmayan Reklamlara Yaklaşımı: Cinsellik Kullanımına Yönelik Tüketici Tepkisi ve İletişim Etkinliğinin Araştırılması Üzerine Bir Uygulama, Yayınlanmış Doktora Tezi, İstanbul, İstanbul Üniversitesi
Kohlberg L (1969) Stage and sequence: The cognitive development approach to socialization In D A Goslin (Ed) Handbook of socialization theory 347-480 Chicago, IL, Rand McNally
Mittal B (1994 January/February) Public Assessment of TV Advertising Journal of Advertising Research, 35-53
Muncy JA & Vitell SJ (1992) Consumer Ethics: An Empirical Investigation of Factors Influencing Athical Judgements on the Final Consumers, Journal of Business Ethics, 11: 585-597
Pieper A (1999) Etiğe Giriş (Çeviren: Ataman V ve Sezer G), Ankara: Ayrıntı Yayınları
Pollay R W & B Mittal (1993) Here’s the Beef: Factors, Determinants, and Segments in Consumer Criticism of Advertising, Journal of Marketing 57 (July): 99–114
Poole M E (1977) Social Class and Sex Contrasts in Patterns of Cognitive Style Australian Journal of Education, 21: 233-255
Pustu Y (2011) Kamu Yönetiminde Etik Bir Sorun Olarak Rüşvet, Yayınlanmamış Yüksek Lisans Tezi, Ankara, Gazi Üniversitesi
Schmitt N M & Wagner N& Kirch W (2007) Consumers' Freedom of Choice - Advertising Aimed at Children, Product Placement, and Food Labeling, Journal of Public Health, 15: 57-62
Tatlow-Golden M Hennessy E Dean M & Hollywood L (2014) Young children's food brand knowledge Early development and associations with television viewing and parent's diet Appetite, 80, 197e203
Thomas S & Juniour R Rossiter Children and Commercial Persuasion: An Attribution Theory Analysis, Journal of Consumer Research, 1:13-20
Trevino L K (1992) Moral Reasoning and Business Ethics: Implications for research, Education, and Management, Journal of Business Ethics, 11: 445-459
Reklam Kurulu Kararları http://tuketici.gtb.govtr/reklam-kurulu/reklam-kurulu-kararlari
Ticari reklam İlanları Yönetmeliği http://tuketici.gtb.govtr/data/524bcd12487c8ec1606fdae0/ticari_reklam_ilanlar_yonetmelik
Ticari Reklam ve Haksız Ticari Uygulamalar Yönetmeliği'nin 'Çocuklara Yönelik Reklamlar’' Başlıklı Maddesine Aykırılıktan Ceza Almış Reklamların Tüketicideki Algısı
Year 2018,
Volume: 11 Issue: 2, 374 - 396, 11.07.2018
Bu
çalışmada, Reklam Kurulu’nun “çocuklara yönelik reklamlar’ başlıklı maddesine
aykırılıktan ceza almış reklamlar odak grup çalışmasıyla ile incelenerek tüketicilerin
“yasaklı” olduğunu bilmeden, bu reklamlara maruz bırakılarak reklam hakkındaki
genel ve etik algıları ölçülmüştür. Tüketici açısından reklamın mesajı, hedef
kitlesi ve rahatsızlık edici boyutlarının sorgulandığı çalışmada, çocuklu
bireylerin, çocuk odaklı reklamlarda etik konulara daha hassasiyetle
yaklaştığı, etik hassasiyetinin artan eğitim düzeyiyle doğru orantılı olduğu ve
reklamda yer alan çocuğun yaşı küçüldükçe etik hassasiyetin daha çok arttığı
görülmüştür
Arredondo E Castaneda D Elder J P Slymen D & Dozier D (2009) Brand name logo recognition of fast food and healthy food among children Journal of Community Health, 34(1), 73e78
Belch & Belch (2001) Advertising and Promotion- An Integrated Marketing Communications Perspective, Mc Graw Hill
Bernhardt A M Wilking C Gilbert-Diamon D Emond J A & Sargent J (2015) Children's recall of fast food television advertising-testing the adequacy of food marketing regulation PLoS One, 10(3), e0119300
Broverman D M& Klaiber E L Kobayashi Y & W Vogel (1968) Roles of Activation and Inhibition in Sex Differences in Cognitive Abilities Psychological Review, 75 : 23-50
Cornwell T B & McAlister A R (2011) Alternative thinking about starting points of obesity Development of child taste preferences Appetite, 56(2), 428e439
Cornwell T B McAlister A & Polmear-Swendris N (2014) Children's knowledge of packaged and fast food brands and the BMI Why the relationship matters for policy makers Appetite, 81, 277e283
Crosby L & Grossbart S L (1984) Parental style tendencies and concern about children's advertising In J H Leigh, & C R Martin (Eds), Current issues and research in advertising: Original research and theoretical contributions, 1: 43–64 Ann Arbor, MI: University of Michigan
Gülesanlar N (2010) Kamu Hizmeti ve Etik: Türkiye Kadastro Teşkilatı Özelinde Bir Uygulama Yayınlanmamış Yüksek Lisans Tezi, Erzurum, Atatürk Üniversitesi
Harris J L & Kalnova SS (2018) Food and beverage TV advertising to young children: Measuring exposure and potential impact, , Appetite, 49-55
Karaca,Y & Pekyaman A & Güney H (2007) Ebeveynlerin televizyon reklam içeriklerinin çocuklar üzerine etkilerini etik açıdan algılamalarına yönelik bir araştırma, Afyon Kocatepe Üniversitesi Sosyal Bilimler Dergisi, Cilt 9, 2: 234-250
Karafakioğlu M (2006) Pazarlama İlkeleri, İstanbul: Literatür Yayıncılık
Kelly B King L Chapman K Boyland E Bauman A E & Baur,L A (2015) A hierarchy of unhealthy food promotion effects: Identifying methodological approaches and knowledge gaps American Journal of Public Health, 105(4), e86ee95
Kocabıyık ET (2013) Reklamlarda Etik Dışı Unsur Kullanımı ve Tüketicinin Etik Olmayan Reklamlara Yaklaşımı: Cinsellik Kullanımına Yönelik Tüketici Tepkisi ve İletişim Etkinliğinin Araştırılması Üzerine Bir Uygulama, Yayınlanmış Doktora Tezi, İstanbul, İstanbul Üniversitesi
Kohlberg L (1969) Stage and sequence: The cognitive development approach to socialization In D A Goslin (Ed) Handbook of socialization theory 347-480 Chicago, IL, Rand McNally
Mittal B (1994 January/February) Public Assessment of TV Advertising Journal of Advertising Research, 35-53
Muncy JA & Vitell SJ (1992) Consumer Ethics: An Empirical Investigation of Factors Influencing Athical Judgements on the Final Consumers, Journal of Business Ethics, 11: 585-597
Pieper A (1999) Etiğe Giriş (Çeviren: Ataman V ve Sezer G), Ankara: Ayrıntı Yayınları
Pollay R W & B Mittal (1993) Here’s the Beef: Factors, Determinants, and Segments in Consumer Criticism of Advertising, Journal of Marketing 57 (July): 99–114
Poole M E (1977) Social Class and Sex Contrasts in Patterns of Cognitive Style Australian Journal of Education, 21: 233-255
Pustu Y (2011) Kamu Yönetiminde Etik Bir Sorun Olarak Rüşvet, Yayınlanmamış Yüksek Lisans Tezi, Ankara, Gazi Üniversitesi
Schmitt N M & Wagner N& Kirch W (2007) Consumers' Freedom of Choice - Advertising Aimed at Children, Product Placement, and Food Labeling, Journal of Public Health, 15: 57-62
Tatlow-Golden M Hennessy E Dean M & Hollywood L (2014) Young children's food brand knowledge Early development and associations with television viewing and parent's diet Appetite, 80, 197e203
Thomas S & Juniour R Rossiter Children and Commercial Persuasion: An Attribution Theory Analysis, Journal of Consumer Research, 1:13-20
Ceylan, L., Baruönü Latif, Ö., & Örs, M. (2018). Ticari Reklam ve Haksız Ticari Uygulamalar Yönetmeliği’nin ’Çocuklara Yönelik Reklamlar’’ Başlıklı Maddesine Aykırılıktan Ceza Almış Reklamların Tüketicideki Algısı. Selçuk İletişim, 11(2), 374-396. https://doi.org/10.18094/josc.399332