Özet:

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.

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