Abstract:

Nowadays, the changing consume types and consumer behaviours causes to be more creative in advertising. To be different, to reach the target audiences with effective messages pointed out the need of creative strategic studies. The objective of this studies is to reach the target audiences with the most different and effective way. Due to this reason, the ethics part of advertisements can be missed. So that the most important dilemma of advertising is creativity and ethics. This study is based on some criterias that has used content analysis to understand the ethical point of view of creative advertisements. With this study creativity strategies used as given in the literature and the ethical parts and characteristics are searched in this advertisements. The research methodology is qualitative, content analyzed method. Simple Random Sampling used in this research as total Billboards Advertisements in Istanbul in March and April 2004, 50 Billboards are choosen random. The Nonethical parts of this advertisements criterias are; sexy dressing, deceptive and misleading messages, unfair competition and using slang or dialect as. This researched point out that; to be more creative, more effective and impressive, this analyzed Turkish Billboard’s figures and messages are full of nonethical characteristics. To generalize this study the sample size can be widen and be covered all around the Turkey. Lastly, it is possible to say that, self regulation system should be more effective on advertisers’ practices.

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