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Journals / Selçuk İletişim / 2018 / Cilt: 11 - Sayı: 2

Perception of Customers On The Banned Ads by The Turkish Advertising Board Due To The Violations On The Regulations Regarding “Ads to Children”

Ticari Reklam ve Haksız Ticari Uygulamalar Yönetmeliği'nin 'Çocuklara Yönelik Reklamlar’' Başlıklı Maddesine Aykırılıktan Ceza Almış Reklamların Tüketicideki Algısı

Levent Ceylan
Özge Baruönü Latif
Müge Örs
Pages
374–396
Publication Date
2018-07-11
DOI
—
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AI Summary & Key Takeaways

AI Insight
⚡ TL;DR(Too Long; Didn't Read)

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

📌 3 Key Takeaways

🎯
Objective & Hypothesis:This study examines ads banned by the Turkish Advertising Board due to the violations on the regulations regarding “ads to childeren”.
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Key Findings & Data:This study examines ads banned by the Turkish Advertising Board due to the violations on the regulations regarding “ads to childeren”.
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Conclusion & Impact: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
🔬Design:Research Article
📍Scope:Comprehensive Sample
⚙️Variables:Reklam Kurulu · Reklam Etiği · Advertising Board

Abstract

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

Özet

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

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Cite This Article

Ceylan, L., Latif, Ö. B., Örs, M. (2018). Perception of Customers On The Banned Ads by The Turkish Advertising Board Due To The Violations On The Regulations Regarding “Ads to Children”. Selçuk İletişim, Cilt: 11 - Sayı: 2, 374–396. https://ajindex.com/articles/49542

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