The attitude research aimed sexual appeals in advertisements assess ethics by the effects of communication

With increasing use of sexual advertisements in today?s advertising, this study explores consumer?s ethical judgements about the use of sexual appeals in advertising in a Turkish context by replicating LaTour & Henthorne?s and Tai?s studies. It specifically focuses upon responses on the Reidenbach-Robin multidimensional ethical scale, attitude toward the ad, attitude toward the brand and purchase intensions. Two print advertisements which have strong overt and mild sexual appeals are shown to the consumers and responses for attitude towards the ad, attitude towards the brand and purchase intensions were obtained. The results show that use of sexual appeal is an attractive instrument in Turkey, too. Similar to LaTour & Henthorne and Tai?s findings, regardless of respondent?s gender, the use of a strong overt sexual appeal was not received by consumers. Attitudes towards the ad, attitudes towards the brand and purchase intensions are changing due to age, eduacation and income level.