@article{2018,title={THE EXAMPLE OF VIRAL ADVERTISING WITHIN THE SCOPE OF BRAND COMMUNICATION: AN EVALUATION FROM THE ETHI-CAL AND LEGAL REGULATIONS},abstractNode={Advertising, which is one of the most effective tools of brand communication, has primarily evolved from the print media’s venue to the television, and from the television to the internet since the 19th century when it first emerged. Nowadays the compatibility and inspection of the advertisements that are conveyed simultaneously to the target audiences from many channels to the ethical and legal regulations have continued to be one of the most basic problems. Whatever channel that it was broadcasted, the necessity that an advertisement needs to be openly understood as an advertisement is one of the basic principles of the advertising law. However, this principle is often overlooked in the viral advertisements that spread over the internet. This study is about the ethical and legal dimensions of the covert viral advertisement applications that spread in the new media outlets. Within this frame, a field research has been conducted over the viral advertising video example, which was broadcasted on 23 October 2009 Friday and is still in circulation, named “Fulya’s Revenge” (In the face of the lover) of Gittigidiyor.com, an online commercial firm. The study has put forward that most of those who had watched this clip were unable to understand that this was an advertisement bit and assumed that the event and the persons were real. Additionally, this study is of significance in terms of raising the viewers’ consciousness regarding the covert advertising applications that they encounter.},author={Gülsüm Gülnaz GÜLTEKİN-- İbrahim Gökhan CEYLAN},year={2018},journal={The Journal of Academic Social Science}}