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Abstract
Digital media advertising or, with a similar use, internet advertising is all kinds of advertising studies made and carried out over online social networks. Digital media advertising includes all types of advertisements made through social media applications, fan pages, blogs, microblogs, applications installed on mobile devices and content sharing sites. Unlike traditional channels, companies are provided with the opportunity to make targeted advertisements according to some psychographic and demographic characteristics obtained by the participation of consumers who are exposed to advertisements on social networks such as Youtube, Twitter, Instagram, Tiktok. (Mesci, 2014, p. 101). The main purpose of the advertisements in the digital media is to fulfill the sales and communication purposes of the advertisement in line with the marketing or corporate communication objectives, as in the advertisements in the advertising environments in other traditional media. However, the privileged side of digital media advertising is that it facilitates the work of advertisers in fulfilling their advertising purposes, in ways that make a significant difference, with its different features from traditional media. For example, it provides opportunities such as temporality, interaction, lack of space limitations, individuality or de-massification, easy accessibility, changeability of content, namely dynamism of content, low cost, measuring advertising effectiveness, providing creative content presentation. (Karaçor, 2007, p. 47; Odabaşı & Oyman, 2002, p. 327; Marangoz, 2014, p. 270-76; Bıçakçı, 2006, p. 90-93; Mesci, 2017, p. 10; Kotler, 2017 , p. 167).
Ethical debates on online advertisements in digital media show significant similarities with the issues published in traditional media. The fact that there is no central authority to monitor and sanction the abuses, irregularities and irregular behaviors that may arise in the use of digital media (Marangoz 2014, p. 60) and the uncontrolled publication of many applications that do not know any limits to creativity brings along many discussions. It is skillfully embedded in the videos or images that are the focus of discussions on ethical issues seen in advertisements published in digital media. That the advertisement is not clear and obvious (covered/hidden advertisements), the users of the application are exposed to intense advertisements, the problem of the security of personal information, deceptive or contrary to general morality or political threats and references, marginalizing, polarizing, disrespecting social and religious-spiritual values leads to the emergence of advertising applications with discourses and content. It includes exposing users to negative advertising messages that degrade public morality, broadcasting advertisements banned in traditional media virally in social media applications, ignoring copyright in advertising content. (Binark and Bayraktutan, 2013, p. 80-85; Şahinci, 2011, p. 69; Öztürk, 2015, p. 299-302; Uzun, 2016, p. 292-295; Yılmaz and Erdem, 2016, p. 219 -222; Diker, 2016, p. 139).
Keywords
Abstract
Digital media advertising or, with a similar use, internet advertising is all kinds of advertising studies made and carried out over online social networks. Digital media advertising includes all types of advertisements made through social media applications, fan pages, blogs, microblogs, applications installed on mobile devices and content sharing sites. Unlike traditional channels, companies are provided with the opportunity to make targeted advertisements according to some psychographic and demographic characteristics obtained by the participation of consumers who are exposed to advertisements on social networks such as Youtube, Twitter, Instagram, Tiktok. (Mesci, 2014, p. 101). The main purpose of the advertisements in the digital media is to fulfill the sales and communication purposes of the advertisement in line with the marketing or corporate communication objectives, as in the advertisements in the advertising environments in other traditional media. However, the privileged side of digital media advertising is that it facilitates the work of advertisers in fulfilling their advertising purposes, in ways that make a significant difference, with its different features from traditional media. For example, it provides opportunities such as temporality, interaction, lack of space limitations, individuality or de-massification, easy accessibility, changeability of content, namely dynamism of content, low cost, measuring advertising effectiveness, providing creative content presentation. (Karaçor, 2007, p. 47; Odabaşı & Oyman, 2002, p. 327; Marangoz, 2014, p. 270-76; Bıçakçı, 2006, p. 90-93; Mesci, 2017, p. 10; Kotler, 2017 , p. 167).
Ethical debates on online advertisements in digital media show significant similarities with the issues published in traditional media. The fact that there is no central authority to monitor and sanction the abuses, irregularities and irregular behaviors that may arise in the use of digital media (Marangoz 2014, p. 60) and the uncontrolled publication of many applications that do not know any limits to creativity brings along many discussions. It is skillfully embedded in the videos or images that are the focus of discussions on ethical issues seen in advertisements published in digital media. That the advertisement is not clear and obvious (covered/hidden advertisements), the users of the application are exposed to intense advertisements, the problem of the security of personal information, deceptive or contrary to general morality or political threats and references, marginalizing, polarizing, disrespecting social and religious-spiritual values leads to the emergence of advertising applications with discourses and content. It includes exposing users to negative advertising messages that degrade public morality, broadcasting advertisements banned in traditional media virally in social media applications, ignoring copyright in advertising content. (Binark and Bayraktutan, 2013, p. 80-85; Şahinci, 2011, p. 69; Öztürk, 2015, p. 299-302; Uzun, 2016, p. 292-295; Yılmaz and Erdem, 2016, p. 219 -222; Diker, 2016, p. 139).