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Yıl 2013, Cilt: 3 Sayı: 1, - , 21.01.2013

Uğur Bakır

Öz

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.

Anahtar Kelimeler

Personal Moral Ideology Advertising Sex Appeal Consumer Behaviors.

Kaynakça

  • Bakır, U. (2012). Reklam Mesajlarının Etkililiğinde Kaynağın Fiziksel Çekiciliğinin Rolü. Yayınlanmamış Doktora Tezi, Ege Üniversitesi Sosyal Bilimler Enstitüsü, İzmir.
  • Barnett, T. vd. (1994). Ethical Ideology and Ethical Judgment Regarding Ethical Issues in Business. Journal of Business Ethics, Vol. 13 (6), 469–480.
  • Biehal, G. vd. (1992). Attitude Toward the Ad and Brand Choice. Journal of Advertising, Vol. 21 (3), 19–37.
  • Chestnut, R. W. (1977). The Decorative Female Model: Sexual Stimuli and the Recognition of Advertisements. Journal of Advertising, Vol. 6 (4), 11-14.
  • Cohan, J. A. (2001). Towards a New Paradigm in the Ethics of Women’s Advertising. Journal of Business Ethics. Vol. 33 (4), 323–337.
  • Elden, M. ve Bakır, U. (2010). Reklam Çekicilikleri –Cinsellik, Mizah, Korku- . İstanbul İletişim Yayınları.
  • Erdoğan, İ. (2009). Televizyon Reklamlarında Gündelik Hayatın Temsili: Çikolata ve Seks. Bilim ve Ütopya: Aylık Bilim, Kültür ve Politika Dergisi. Sayı: 179, 37–45.
  • Ford, J. B. vd. (1991). Contemporary Women’s Evaluations of Female Role Portrayals in Advertising. Journal of Consumer Marketing, Vol. 8 (1), 15–28.
  • Forsyth, D. R. vd. (2008). East Meets West: A Meta-Analytic Investigation of Cultural Variations in Idealism and Relativism. Journal of Business Ethics, Vol. 83 (4), 813–833.
  • Forsyth, D. R. (1994). Honorable Intentions versus Praiseworthy Accomplishments: The Impact of Motives and Outcomes on the Moral Self. Current Psychology, Vol. 12 (4), 296–311.
  • Forsyth, D. R. (1992). Judging the Morality of Business Practices: The Influence of Personal Moral Philosophy. Journal of Business Ethics, 11, 461–470.
  • Forsyth, D. R.ve Berger, R. E. (1982). The Effects of Ethical Ideology on Moral Behavior. The Journal of Social Psychology, Vol. 117, 53–56.
  • Forsyth, D. R. (1980). A Taxonomy of Ethical Ideologies. Journal of Personality and Social Psychology, Vol. 39 (1), 175–184.
  • Foucault, M. (2007). Cinselliğin Tarihi (H. U. Tanrıöver, Çev.) (2. bs.). İstanbul: Ayrıntı Yayınları.
  • Gardner, M. P. (1985). Mood States and Consumer Behaviour: A Critical Review. Journal of Consumer Research, Vol. 12 (3), 281–300.
  • Hançerlioğlu, O. (2003). Düşünce Tarihi (10. bs.). İstanbul: Remzi Kitabevi.
  • Kamins, M. A. (1990). An Investigation into the Match-Up Hypothesis in Celebrity Advertising: When Beauty may be Only Skin Deep. Journal of Advertising, Vol. 19 (1), 4–13.
  • Kilbourne, J. (2005). What Else Does Sex Sell?. International Journal of Advertising, Vol. 24 (1), 119–122.
  • Lass, P. ve Hart, S. (2004). National Cultures, Values and Lifestyles Influencing Consumers’ Perception towards Sexual Imagery in Alcohol Advertising: An Exploratory Study in the UK, Germany and Italy. Journal of Marketing Management, Vol. 20, 607–623.
  • Latour, M. S. ve Henthorn, T., L. (1994). Ethical Judgments of Sexual Appeals in Print Advertising. Journal of Advertising, Vol. 23 (3), 81–91.
  • Lee, D. J. ve Sirgy, M. J. (1999). The Effect of Moral Philosophy and Ethnocentrism on Qualityof-Life Orientation in International Marketing: A Cross-Culturaal Comparison. Journal of Business Ethics, Vol. 18 (1), 73–89.
  • Lysonski, S. (2005). Sexism vs Sexy: The Conundrum. International Journal of Advertising, Vol. 24 (1), 116–119.
  • Manceau, D. ve Desbordes, E. T. (2006). Are Sex and Death Taboos in Advertising? An Analysis of Taboos in Advertising and a Survey of French Consumer Perceptions. International Journal of Advertising, Vol. 25 (1), 9–33.
  • Morrison, B. J. ve Sherman, R. C. (1972). Who Responds to Sex in Advertising?. Journal of Advertising Research, Vol. 12 (2), 15–19.
  • Özyer, K. ve Azizoğlu, Ö. (2010). Demografik Değişkenlerin Kişilerin Etik Tutumları Üzerindeki Etkileri. Ekonomik ve Sosyal Araştırmalar Dergisi, S. 2, 59–84.
  • Pope, N. K. vd. (2004). The Effect of Provocation in the Form of Mild Erotica on Attitude to the AD and Corporate Image. Journal of Advertising, Vol. 33 (1), 69–82.
  • Putrevu, S. (2008). Consumer Responses toward Sexual and Nonsexual Appeals: The Influence of Involvement, Need for Cognition (NFC) and Gender. Journal of Advertising, Vol. 37 (2), 57–69.
  • Reichenbach, H. (1993). Bilimsel Felsefenin Doğuşu (C. Yıldırım, Çev.). İstanbul: Remzi Kitabevi.
  • Reichert, T. vd. (2007). Assessing the Influence of Gender and Sexual Self-Schema on Affective Responses to Sexual Content in Advertising. Journal of Current Issues and Research in Advertising, Vol. 29 (2), 63–77.
  • Reichert, T. ve Carpenter, C. (2004). An Update on Sex in Magazine Advertising: 1983–2003. Journalism and Mass Communication Quarterly, Vol. 81, 823–837.
  • Reichert, T. (2004). Reklamcılığın Erotik Tarihi (L. Yazmacıyan ve V. Bora, Çev.). İstanbul: Güncel Yayıncılık.
  • Reichert, T. (2002). Sex in Advertising Research: A Review of Content, Effects, and Functions of Sexual Information in Consumer Advertising. Annual Review of Sex Research, 13, 241–273.
  • Reichert, T. vd. (2001). “The Effects of Sexual Social Marketing Appeals on Cognitive Processing and Persuasion”, Journal of Advertising, Vol. 30, s. 13–27.
  • Richmond, D. ve Hartman, T. P (1982). Sex Appeal in Advertising. Journal of Advertising Research, Vol. 22 (5), 53–61.
  • Schlenker, B. R ve Forsyth, D. R. (1977). On the Ethics of Psychological Research. Journal of Experimental Social Psychology, Vol. 13 (4), 369–396.
  • Severn, J. vd. (1990). The Effects of Sexual and Non-sexual Advertising Appeals and Information Processing and Communication Effectiveness. Journal of Advertising, Vol. 19, 14–22. Smith, R. E. ve Swinyard, W. R. (1983). Attitude-Behavior Consistency: The Impact of Product Trial versus Advertising. Journal of Marketing Research, Vol. 20, 257–267.
  • Steadman, M. (1969). How Sexy Illustrations Affect Brand Recall. Journal of Advertising Research, Vol. 9 (1), 15–19.
  • Turgut, İ. (2002). Eğitim ve Etik. İzmir: Kanyılmaz Matbaası.
  • Weller, R. B. vd. (1979). A Longitudinal Study of the Effect of Erotic Content upon Advertising Brand Recall. Leigh, James H. ve Martin, Claude R. (Ed.). Current Issues and Research in Advertising, 145–161.
  • Yazıcı, A. ve Yazıcı S. (2010). Etik Durum Ölçeği’nin Geçerlilik ve Güvenilirlik Çalışması. Türk Eğitim Bilimleri Dergisi, 8 (4), 1001-1017.
  • Zeylan, U. (2011). Advertising Ethics and Regulation: Consumer Attitudes, Behaviour and Ethical Ideologies. Yayınlanmamış Yüksek Lisans Tezi, İstanbul Bilgi Üniversitesi Sosyal Bilimler Enstitüsü, İstanbul.

Reklamda Cinsellik ve Tüketici: Bireysel Ahlaki İdeolojinin Reklamda Cinselliğin Kullanımına Yönelik Tutumlara Etkisi

Yıl 2013, Cilt: 3 Sayı: 1, - , 21.01.2013

Uğur Bakır

Öz

Günümüzde birçok reklam uygulamasında cinsellikle doğrudan ilgili ya da onu çağrıştıran unsurlara yer verilmekte 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.

Anahtar Kelimeler

Bireysel Ahlaki İdeoloji Reklam Cinsellik Çekiciliği Tüketici Davranışları

Kaynakça

  • Bakır, U. (2012). Reklam Mesajlarının Etkililiğinde Kaynağın Fiziksel Çekiciliğinin Rolü. Yayınlanmamış Doktora Tezi, Ege Üniversitesi Sosyal Bilimler Enstitüsü, İzmir.
  • Barnett, T. vd. (1994). Ethical Ideology and Ethical Judgment Regarding Ethical Issues in Business. Journal of Business Ethics, Vol. 13 (6), 469–480.
  • Biehal, G. vd. (1992). Attitude Toward the Ad and Brand Choice. Journal of Advertising, Vol. 21 (3), 19–37.
  • Chestnut, R. W. (1977). The Decorative Female Model: Sexual Stimuli and the Recognition of Advertisements. Journal of Advertising, Vol. 6 (4), 11-14.
  • Cohan, J. A. (2001). Towards a New Paradigm in the Ethics of Women’s Advertising. Journal of Business Ethics. Vol. 33 (4), 323–337.
  • Elden, M. ve Bakır, U. (2010). Reklam Çekicilikleri –Cinsellik, Mizah, Korku- . İstanbul İletişim Yayınları.
  • Erdoğan, İ. (2009). Televizyon Reklamlarında Gündelik Hayatın Temsili: Çikolata ve Seks. Bilim ve Ütopya: Aylık Bilim, Kültür ve Politika Dergisi. Sayı: 179, 37–45.
  • Ford, J. B. vd. (1991). Contemporary Women’s Evaluations of Female Role Portrayals in Advertising. Journal of Consumer Marketing, Vol. 8 (1), 15–28.
  • Forsyth, D. R. vd. (2008). East Meets West: A Meta-Analytic Investigation of Cultural Variations in Idealism and Relativism. Journal of Business Ethics, Vol. 83 (4), 813–833.
  • Forsyth, D. R. (1994). Honorable Intentions versus Praiseworthy Accomplishments: The Impact of Motives and Outcomes on the Moral Self. Current Psychology, Vol. 12 (4), 296–311.
  • Forsyth, D. R. (1992). Judging the Morality of Business Practices: The Influence of Personal Moral Philosophy. Journal of Business Ethics, 11, 461–470.
  • Forsyth, D. R.ve Berger, R. E. (1982). The Effects of Ethical Ideology on Moral Behavior. The Journal of Social Psychology, Vol. 117, 53–56.
  • Forsyth, D. R. (1980). A Taxonomy of Ethical Ideologies. Journal of Personality and Social Psychology, Vol. 39 (1), 175–184.
  • Foucault, M. (2007). Cinselliğin Tarihi (H. U. Tanrıöver, Çev.) (2. bs.). İstanbul: Ayrıntı Yayınları.
  • Gardner, M. P. (1985). Mood States and Consumer Behaviour: A Critical Review. Journal of Consumer Research, Vol. 12 (3), 281–300.
  • Hançerlioğlu, O. (2003). Düşünce Tarihi (10. bs.). İstanbul: Remzi Kitabevi.
  • Kamins, M. A. (1990). An Investigation into the Match-Up Hypothesis in Celebrity Advertising: When Beauty may be Only Skin Deep. Journal of Advertising, Vol. 19 (1), 4–13.
  • Kilbourne, J. (2005). What Else Does Sex Sell?. International Journal of Advertising, Vol. 24 (1), 119–122.
  • Lass, P. ve Hart, S. (2004). National Cultures, Values and Lifestyles Influencing Consumers’ Perception towards Sexual Imagery in Alcohol Advertising: An Exploratory Study in the UK, Germany and Italy. Journal of Marketing Management, Vol. 20, 607–623.
  • Latour, M. S. ve Henthorn, T., L. (1994). Ethical Judgments of Sexual Appeals in Print Advertising. Journal of Advertising, Vol. 23 (3), 81–91.
  • Lee, D. J. ve Sirgy, M. J. (1999). The Effect of Moral Philosophy and Ethnocentrism on Qualityof-Life Orientation in International Marketing: A Cross-Culturaal Comparison. Journal of Business Ethics, Vol. 18 (1), 73–89.
  • Lysonski, S. (2005). Sexism vs Sexy: The Conundrum. International Journal of Advertising, Vol. 24 (1), 116–119.
  • Manceau, D. ve Desbordes, E. T. (2006). Are Sex and Death Taboos in Advertising? An Analysis of Taboos in Advertising and a Survey of French Consumer Perceptions. International Journal of Advertising, Vol. 25 (1), 9–33.
  • Morrison, B. J. ve Sherman, R. C. (1972). Who Responds to Sex in Advertising?. Journal of Advertising Research, Vol. 12 (2), 15–19.
  • Özyer, K. ve Azizoğlu, Ö. (2010). Demografik Değişkenlerin Kişilerin Etik Tutumları Üzerindeki Etkileri. Ekonomik ve Sosyal Araştırmalar Dergisi, S. 2, 59–84.
  • Pope, N. K. vd. (2004). The Effect of Provocation in the Form of Mild Erotica on Attitude to the AD and Corporate Image. Journal of Advertising, Vol. 33 (1), 69–82.
  • Putrevu, S. (2008). Consumer Responses toward Sexual and Nonsexual Appeals: The Influence of Involvement, Need for Cognition (NFC) and Gender. Journal of Advertising, Vol. 37 (2), 57–69.
  • Reichenbach, H. (1993). Bilimsel Felsefenin Doğuşu (C. Yıldırım, Çev.). İstanbul: Remzi Kitabevi.
  • Reichert, T. vd. (2007). Assessing the Influence of Gender and Sexual Self-Schema on Affective Responses to Sexual Content in Advertising. Journal of Current Issues and Research in Advertising, Vol. 29 (2), 63–77.
  • Reichert, T. ve Carpenter, C. (2004). An Update on Sex in Magazine Advertising: 1983–2003. Journalism and Mass Communication Quarterly, Vol. 81, 823–837.
  • Reichert, T. (2004). Reklamcılığın Erotik Tarihi (L. Yazmacıyan ve V. Bora, Çev.). İstanbul: Güncel Yayıncılık.
  • Reichert, T. (2002). Sex in Advertising Research: A Review of Content, Effects, and Functions of Sexual Information in Consumer Advertising. Annual Review of Sex Research, 13, 241–273.
  • Reichert, T. vd. (2001). “The Effects of Sexual Social Marketing Appeals on Cognitive Processing and Persuasion”, Journal of Advertising, Vol. 30, s. 13–27.
  • Richmond, D. ve Hartman, T. P (1982). Sex Appeal in Advertising. Journal of Advertising Research, Vol. 22 (5), 53–61.
  • Schlenker, B. R ve Forsyth, D. R. (1977). On the Ethics of Psychological Research. Journal of Experimental Social Psychology, Vol. 13 (4), 369–396.
  • Severn, J. vd. (1990). The Effects of Sexual and Non-sexual Advertising Appeals and Information Processing and Communication Effectiveness. Journal of Advertising, Vol. 19, 14–22. Smith, R. E. ve Swinyard, W. R. (1983). Attitude-Behavior Consistency: The Impact of Product Trial versus Advertising. Journal of Marketing Research, Vol. 20, 257–267.
  • Steadman, M. (1969). How Sexy Illustrations Affect Brand Recall. Journal of Advertising Research, Vol. 9 (1), 15–19.
  • Turgut, İ. (2002). Eğitim ve Etik. İzmir: Kanyılmaz Matbaası.
  • Weller, R. B. vd. (1979). A Longitudinal Study of the Effect of Erotic Content upon Advertising Brand Recall. Leigh, James H. ve Martin, Claude R. (Ed.). Current Issues and Research in Advertising, 145–161.
  • Yazıcı, A. ve Yazıcı S. (2010). Etik Durum Ölçeği’nin Geçerlilik ve Güvenilirlik Çalışması. Türk Eğitim Bilimleri Dergisi, 8 (4), 1001-1017.
  • Zeylan, U. (2011). Advertising Ethics and Regulation: Consumer Attitudes, Behaviour and Ethical Ideologies. Yayınlanmamış Yüksek Lisans Tezi, İstanbul Bilgi Üniversitesi Sosyal Bilimler Enstitüsü, İstanbul.

Yıl 2013, Cilt: 3 Sayı: 1, - , 21.01.2013

Uğur Bakır

Öz

Kaynakça

  • Bakır, U. (2012). Reklam Mesajlarının Etkililiğinde Kaynağın Fiziksel Çekiciliğinin Rolü. Yayınlanmamış Doktora Tezi, Ege Üniversitesi Sosyal Bilimler Enstitüsü, İzmir.
  • Barnett, T. vd. (1994). Ethical Ideology and Ethical Judgment Regarding Ethical Issues in Business. Journal of Business Ethics, Vol. 13 (6), 469–480.
  • Biehal, G. vd. (1992). Attitude Toward the Ad and Brand Choice. Journal of Advertising, Vol. 21 (3), 19–37.
  • Chestnut, R. W. (1977). The Decorative Female Model: Sexual Stimuli and the Recognition of Advertisements. Journal of Advertising, Vol. 6 (4), 11-14.
  • Cohan, J. A. (2001). Towards a New Paradigm in the Ethics of Women’s Advertising. Journal of Business Ethics. Vol. 33 (4), 323–337.
  • Elden, M. ve Bakır, U. (2010). Reklam Çekicilikleri –Cinsellik, Mizah, Korku- . İstanbul İletişim Yayınları.
  • Erdoğan, İ. (2009). Televizyon Reklamlarında Gündelik Hayatın Temsili: Çikolata ve Seks. Bilim ve Ütopya: Aylık Bilim, Kültür ve Politika Dergisi. Sayı: 179, 37–45.
  • Ford, J. B. vd. (1991). Contemporary Women’s Evaluations of Female Role Portrayals in Advertising. Journal of Consumer Marketing, Vol. 8 (1), 15–28.
  • Forsyth, D. R. vd. (2008). East Meets West: A Meta-Analytic Investigation of Cultural Variations in Idealism and Relativism. Journal of Business Ethics, Vol. 83 (4), 813–833.
  • Forsyth, D. R. (1994). Honorable Intentions versus Praiseworthy Accomplishments: The Impact of Motives and Outcomes on the Moral Self. Current Psychology, Vol. 12 (4), 296–311.
  • Forsyth, D. R. (1992). Judging the Morality of Business Practices: The Influence of Personal Moral Philosophy. Journal of Business Ethics, 11, 461–470.
  • Forsyth, D. R.ve Berger, R. E. (1982). The Effects of Ethical Ideology on Moral Behavior. The Journal of Social Psychology, Vol. 117, 53–56.
  • Forsyth, D. R. (1980). A Taxonomy of Ethical Ideologies. Journal of Personality and Social Psychology, Vol. 39 (1), 175–184.
  • Foucault, M. (2007). Cinselliğin Tarihi (H. U. Tanrıöver, Çev.) (2. bs.). İstanbul: Ayrıntı Yayınları.
  • Gardner, M. P. (1985). Mood States and Consumer Behaviour: A Critical Review. Journal of Consumer Research, Vol. 12 (3), 281–300.
  • Hançerlioğlu, O. (2003). Düşünce Tarihi (10. bs.). İstanbul: Remzi Kitabevi.
  • Kamins, M. A. (1990). An Investigation into the Match-Up Hypothesis in Celebrity Advertising: When Beauty may be Only Skin Deep. Journal of Advertising, Vol. 19 (1), 4–13.
  • Kilbourne, J. (2005). What Else Does Sex Sell?. International Journal of Advertising, Vol. 24 (1), 119–122.
  • Lass, P. ve Hart, S. (2004). National Cultures, Values and Lifestyles Influencing Consumers’ Perception towards Sexual Imagery in Alcohol Advertising: An Exploratory Study in the UK, Germany and Italy. Journal of Marketing Management, Vol. 20, 607–623.
  • Latour, M. S. ve Henthorn, T., L. (1994). Ethical Judgments of Sexual Appeals in Print Advertising. Journal of Advertising, Vol. 23 (3), 81–91.
  • Lee, D. J. ve Sirgy, M. J. (1999). The Effect of Moral Philosophy and Ethnocentrism on Qualityof-Life Orientation in International Marketing: A Cross-Culturaal Comparison. Journal of Business Ethics, Vol. 18 (1), 73–89.
  • Lysonski, S. (2005). Sexism vs Sexy: The Conundrum. International Journal of Advertising, Vol. 24 (1), 116–119.
  • Manceau, D. ve Desbordes, E. T. (2006). Are Sex and Death Taboos in Advertising? An Analysis of Taboos in Advertising and a Survey of French Consumer Perceptions. International Journal of Advertising, Vol. 25 (1), 9–33.
  • Morrison, B. J. ve Sherman, R. C. (1972). Who Responds to Sex in Advertising?. Journal of Advertising Research, Vol. 12 (2), 15–19.
  • Özyer, K. ve Azizoğlu, Ö. (2010). Demografik Değişkenlerin Kişilerin Etik Tutumları Üzerindeki Etkileri. Ekonomik ve Sosyal Araştırmalar Dergisi, S. 2, 59–84.
  • Pope, N. K. vd. (2004). The Effect of Provocation in the Form of Mild Erotica on Attitude to the AD and Corporate Image. Journal of Advertising, Vol. 33 (1), 69–82.
  • Putrevu, S. (2008). Consumer Responses toward Sexual and Nonsexual Appeals: The Influence of Involvement, Need for Cognition (NFC) and Gender. Journal of Advertising, Vol. 37 (2), 57–69.
  • Reichenbach, H. (1993). Bilimsel Felsefenin Doğuşu (C. Yıldırım, Çev.). İstanbul: Remzi Kitabevi.
  • Reichert, T. vd. (2007). Assessing the Influence of Gender and Sexual Self-Schema on Affective Responses to Sexual Content in Advertising. Journal of Current Issues and Research in Advertising, Vol. 29 (2), 63–77.
  • Reichert, T. ve Carpenter, C. (2004). An Update on Sex in Magazine Advertising: 1983–2003. Journalism and Mass Communication Quarterly, Vol. 81, 823–837.
  • Reichert, T. (2004). Reklamcılığın Erotik Tarihi (L. Yazmacıyan ve V. Bora, Çev.). İstanbul: Güncel Yayıncılık.
  • Reichert, T. (2002). Sex in Advertising Research: A Review of Content, Effects, and Functions of Sexual Information in Consumer Advertising. Annual Review of Sex Research, 13, 241–273.
  • Reichert, T. vd. (2001). “The Effects of Sexual Social Marketing Appeals on Cognitive Processing and Persuasion”, Journal of Advertising, Vol. 30, s. 13–27.
  • Richmond, D. ve Hartman, T. P (1982). Sex Appeal in Advertising. Journal of Advertising Research, Vol. 22 (5), 53–61.
  • Schlenker, B. R ve Forsyth, D. R. (1977). On the Ethics of Psychological Research. Journal of Experimental Social Psychology, Vol. 13 (4), 369–396.
  • Severn, J. vd. (1990). The Effects of Sexual and Non-sexual Advertising Appeals and Information Processing and Communication Effectiveness. Journal of Advertising, Vol. 19, 14–22. Smith, R. E. ve Swinyard, W. R. (1983). Attitude-Behavior Consistency: The Impact of Product Trial versus Advertising. Journal of Marketing Research, Vol. 20, 257–267.
  • Steadman, M. (1969). How Sexy Illustrations Affect Brand Recall. Journal of Advertising Research, Vol. 9 (1), 15–19.
  • Turgut, İ. (2002). Eğitim ve Etik. İzmir: Kanyılmaz Matbaası.
  • Weller, R. B. vd. (1979). A Longitudinal Study of the Effect of Erotic Content upon Advertising Brand Recall. Leigh, James H. ve Martin, Claude R. (Ed.). Current Issues and Research in Advertising, 145–161.
  • Yazıcı, A. ve Yazıcı S. (2010). Etik Durum Ölçeği’nin Geçerlilik ve Güvenilirlik Çalışması. Türk Eğitim Bilimleri Dergisi, 8 (4), 1001-1017.
  • Zeylan, U. (2011). Advertising Ethics and Regulation: Consumer Attitudes, Behaviour and Ethical Ideologies. Yayınlanmamış Yüksek Lisans Tezi, İstanbul Bilgi Üniversitesi Sosyal Bilimler Enstitüsü, İstanbul.
Toplam 41 adet kaynakça vardır.

Ayrıntılar

Birincil Dil Türkçe
Bölüm Türkçe Araştırma Makaleleri
Yazarlar

Uğur Bakır

Yayımlanma Tarihi 21 Ocak 2013
Gönderilme Tarihi 22 Ekim 2012
Yayımlandığı Sayı Yıl 2013 Cilt: 3 Sayı: 1

Kaynak Göster

APA Bakır, U. (2013). Reklamda Cinsellik ve Tüketici: Bireysel Ahlaki İdeolojinin Reklamda Cinselliğin Kullanımına Yönelik Tutumlara Etkisi. Erciyes İletişim Dergisi, 3(1).
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