Evaluation of advertising ethic perception in advertising sector

Advertising passes many phases from beginning to arriving consumers. There are specific stakeholders in each of these phases. These stakeholders are advertisers, advertising agencies, media and consumers. Each stakeholder is in the position of affecting or being affected in advertising. In the study, how stakeholders affect or being affected in advertising were introduced.The concept of ethics plays an important role in advertising sector as it played in every sector. In the study, which ethical elements are important in advertising and how these elements take place were introduced.Main subject of this study consists of perception of advertising ethics as mentioned above. Several scales were developed during this study. In the first scale, whether ethical elements exist or don?t exist in television advertisings and which functions of advertising is used in television advertising were evaluated in the framework of AIDA approach. In the second scale, concepts like ethics concept of agent advertisings, color, slogan, text were considered, and advertising is evaluated in these scales. Whether consumers find advertisings ethical or not according to sectors, what the meaning of advertising ethics according to media, advertising agents and advertisers, and what the degree of ethics in the advertisings of advertisers are the subjects mentioned in the study.Key Words: Advertising, ethics, advertising ethics.