Evaluating of advertisement as a type of communication ethically: A sample of margarine market

Advertisement that is developed significantly by methods, techniques and communication channels that are used, has become the unseparable part of our daily lives. The effect of advertisement applications which are used intensively in todays? conditions and front with people frequently in various points is increasing gradually. Such a wide ranged working area that targets effecting, directing and prompting crowds in the direction of certain aims, has become the subject of ethics that examine human behaviours within the frame of moral practices. Ethics that deals with social behaviours and its? effects also deals with advertisement and advertising within the context of professional ethics. Productions of such a working area which has the ability of reaching to such large masses and the ability of effecting them are examined in a lot of ways. Different views that emerge as a result of different evaluations has become the subject of numerous discussions. Despite not being able to arrive at a consensus about ethic arguments, some applications which were considered as being socially negative are prohibited officially.In this study advertisement and ethics concepts are examined seperately but in the next step it is evaluated in the context of their interrelation. To be able to examine the advertisement and ethics relation with current examples, margarines and margarine market have been evaluated which is used by a large mass. For this reason, structural analysis and settlement of television advertisements belong to margarines named Becel and Kalbim Benecol are made. All informations given and evaluations made in conceptual framework are used as a guide in considerations made upon the advertisements of Becel and Kalbim Benecol. With this method both its? functions and effects- such as promotion, approach, change and persue- and its? methods and techniques-that are used for providing the effect, are evaluated. Evaluating the relation between advertisement and ethics through existing examples, contributes seeing the effects and results of advertisement process in practical terms.