IntroductionThe TARES test is useful in evaluating whether the advertisements are part of an ethical way of advertising. While the TARES test will not solve all ethical problems in creating ads, it does give creative people, marketing directors and strategic communication planners a tool.
The -T- stands for truthfulness which evaluates whether an ad is honest or not, and whether it is used to deceive the audience. The -A- stands for Authenticity which states the question "Does this ad motivate the creator for the same reasons that it was made to motivate the audience? The third part of the test the -R- stands for respect. Do the advertisers respect the audience enough to promote a decent product that will, indeed, hold some truth to its use? The fourth part of the test -E- deals with equity. This has to do with whether or not the advertiser and the consumer are "on the same level" of understanding the product. Finally, the S in the TARES Test stands for social responsibility. Looking at the TARES test, advertisers and marketers can be responsible for each part when it comes to advertising to children.
The TARES Test on Fast Food Companies Advertising to ChildrenI do not believe that the TARES test is followed in regards to advertisements of fast food products towards children. From the start the first part of the test, is the advertisement truth, does not pass. Fast food companies advertise their products as delicious and tasty but omit the information that continuous consumption of their products can lead to obesity and health risks.
The second portion of the test, authenticity, does not pass as well. The advertisements for fast food products are deceptive in luring children in with tasty treats, toys and play centers here again omitting the serious risks of consuming constant fast foods instead of healthy wholesome meals.
Respect, the third portion of the test is also not followed. Fast food companies are not respecting children or their needs for...
References: hristians, C., Rotzoll, K., Fackler, M., McKee, K., Woods, Jr., R. (2005). Media ethics: Cases in moral reasoning (7th ed.). Boston: Pearson. Retrieved from the University of Phoenix September 18, 2009Baker, S., Martinson, D. (2001) The TARES Test: Five Principles for Ethical Persuasion. Journal of Mass Media Ethics 16 (2 & 3): 148-175.
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