USING CHILD IN ADVERTISING AS A ETHICAL PROBLEM: A STUDY ON ATTITUDE OF PARENTS

Abstract

Today, the preparation and publication of advertisements that take ethical considerations into account are at the forefront of much discussed topics. When the ethical problems of advertisements are examined, it is seen that the subject is taken up in two basic perspectives. These are: criticism of the existence of the ad and criticism of the social aspect of the advertisement. Critics of the social aspect of advertising are examined in three dimensions: misleading / deceptive ads, sexually explicit ads, and children's ads. This work focuses on children who have become the most popular target mass of advertisements in recent years. In this research, which focuses on parents 'attitudes towards children's use of advertisements, attempts were made to analyze the effects of advertising on children in ethical contexts by referring to their parents' views. Survey technique was used to determine the ethical dimensions of these effects. The obtained data were subjected to frequency and factor analysis by SPSS program. According to the factor analysis performed, parents have reached five dimensions for the use of children in advertising: attention and interest factor, perception factor, appreciation factor, incentive factor, adoption factor. According to the results, usually parents; they see ads used by children as an ethical issue, even though their children are positive about advertising tracking.