Running head: TARES EVALUATIVE ESSAY

TARES Evaluative Essay

Athena Falconer
COM/450 Ethics and Communication
February 2, 2015
University of Phoenix
Courtney Shobert
BAAG1FHV59

TARES EVALUATIVE ESSAY

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TARES Evaluative Essay

We live in a media culture that is becoming increasingly difficult and perhaps

impossible to separate media and culture in any meaningful way (Christians, 2012, p. 3).
Everywhere one goes, one will always see a form of advertisement. Television, billboards,
newspaper, magazines, other electronic sources and print media is visible everywhere. Media is
image based and aimed to inform society about certain product or service. Whether it be ethical
or unethical, promotional material (aka) advertisement seeks to communicate messages to
society. Advertisements carry specific messages that are associated with marketing and profit.
Advertising influence the way people think about certain products; most advertising aims to
influence one to purchase. Advertising has proven to be a powerful force in persuading and
influencing society to patronize a product. Advertising keeps society up to date with changing
trends; all in all advertising focus more on the benefits rather than the product itself. Advertising
has an impact on many lives, positive and negative. In most cases, advertising has been blamed
for causing negative social impacts. It plays with the emotion of the public and influence
materialistic needs; to buy happiness in forms of product. Yes, advertising can be positive, but
the balance of what is necessary and unnecessary should be focused more. Advertising can bring
contentment and can also bring discontentment in a second.
When it comes to advertising, it is important to follow the TARES test. The TARES test
is a set of five principles of ethical persuasion or rules for advertisers to follow for the public
relations professionals. It defines the moral and ethical boundariesTARES Test directly
examines persuasive messages for truthfulness, authenticity, respect, equity, and social
responsibility (Baker, 2001). The Tares Test merges the fields of advertising and public
relations by examining the behavior through these five universal values. Each letter represents an

TARES EVALUATIVE ESSAY

important value that sellers must follow. The T represents truthfulness; it addresses claims both
visual and verbal and omitting information in a deceptive manner. The letter A represents
authenticity it means doing the right things with the right intentions. The letter R represents
respect; it is being aware of and having respect for the buyer receiving the persuasive message. It
is taking personal responsibility for all content advertised. The letter E represents equity; it is
the advertisement being fair to the public, to do onto others what one would want them. Finally
the letter S which represents social responsibility; it addresses the impact the advertisement
has on the affiliated groups. Is it harmful or beneficial to that group, does it increase or decrease
trust, is the ad take responsibility seriously and truthfully?
Automotive car part advertisements are one in a million ads that are advertised on
television, billboards, or magazines. NAPA, Auto Zone, OReillys, JEGS, K&N, Edelbrock, and
Brothers Truck Parts, are all automotive popular car part adds that have been presented in an
advertisement. Through their ads, they offer items such as air filters, suspension parts, motors,
and more. Automotive car part ads have to be truthful; for one the publics safety. A company
will not sell a car parts if it involves endangering the buyer. For example Brothers Truck Parts,
BROTHERS guarantees all the merchandise in this catalog to be free from defects in material
or workmanship. BROTHERS will replace any defective products (Policies, 2012). Most
automotive car parts companies will replace defective or damaged parts. In some cases, the seller
will urge or influence the buyer for something better if the product does not seem to work for the
customer. Personal experience, purchases made have been 100% guaranteed on advertising.
What one sees, one receives; there are no false advertisements. Edelbrock, for example, is a
company that make most their product; engines and intake manifolds are sand molded. It is
highly important that Edelbrock provide accurate and safe products. We offer state-of-the-art

TARES EVALUATIVE ESSAY

casting production of aluminum products. We are committed to producing quality products,

providing total customer satisfaction (About the foundries, 2015).
The intended audience, that these companies go for, is mainly anyone who is having
vehicle problems. The advertisements presented are authentic because they are selling product
for the right reasons. These automotive ads present respect for any situation, from product
purchase, product shipping misplacement, etc., etc. JEGS has an experienced technical support
staff along with 100% satisfaction guarantee (Customer Care, 2015). Equity for the public and
buyers if fair to all; no one receives special attention than the other. Just recently, I had to replace
the carburetor in my truck that Auto Zone had sold it to me. AutoZone values its reputation for
integrity and adherence to the highest ethical standardsAutoZone's commitment to its Value
and ethical practices (Code of Ethics, 2015). AutoZone respectfully and truthful honored their
code of ethics. Taking responsibility for the faulty carburetor, AutoZone replaced the part for
free. AutoZone benefited not only me but themselves as well, by creating a customer for life.
Businesses are competing every day to make money, and advertising can go a long way
towards selling a particular product. Everything one does or sees there is always going to be a
form of advertising. Advertising has become a powerful source invading part of every
individuals life. Whether it be ethical or unethical, advertisement seeks to communicate
messages to society helping individuals decide on what is worth buying; building materialistic
needs. Advertising keeps society up to date with changing trends; all in all advertising focus
more on the benefits rather than the product itself. Advertisement is ethically and unethically
aired, but it carries specific messages that are associated with marketing and profit. While
making profit, it is important to provide an ideal TARES test that customers can count on.
Customers need to pay close attention to several critical distinctions. NAPA, Auto Zone,

TARES EVALUATIVE ESSAY

OReillys, JEGS, K&N, Edelbrock, and Brothers Truck Parts, are all automotive popular car
part sellers that have given candid TARES Test that buyers can rely on. These companies all
meet the tares test because they are truthful toward and upfront with the purchaser. Their product
are accurate, and their claims made on every product are authentic. It is important for an
advertiser to not only do the right thing within advertising, but also to have intentions and
motivations in being good and doing right.. Advertisers have a moral and ethical duty to create
truthful, honest, entertaining advertisements.

References

TARES EVALUATIVE ESSAY

About the foundries. (2015). Retrieved from Edelbrock Aluminum Foundry:

http://www.edelbrockfoundry.com/
Baker, S. (2001). The tarestest: five principles for ethical persuasion. Journal of Mass Media
Ethics, 16(2/3), 148-175.
doi:http://av4kc7fg4g.search.serialssolutions.com.ezproxy.apollolibrary.com/?
ctx_ver=Z39.88-2004&ctx_enc=info%3Aofi%2Fenc%3AUTF8&rfr_id=info:sid/summon.serialssolutions.com&rft_val_fmt=info:ofi/fmt:kev:mtx:journ
al&rft.genre=article&rft.atitle=The+TARES+Test%
Christians, C. G. (2012). Media Ethics: Chapter 6 The Commercialization of Everyday Life.
Retrieved from University of Phoenix Ebook Collection:
https://ecampus.phoenix.edu/content/eBookLibrary2/content/TOC.aspx?
assetdataid=ce8ac167-817f-4524-bcca-d2b8ac1b6dba&assetmetaid=90eb592f-51e24857-9de3-63f678a132fe
Code of Ethics. (2015). Retrieved from Autozone, Inc.:
https://sites.google.com/a/email.vccs.edu/autozone-parts/swot/code-of-ethics
Customer Care. (2015). Retrieved from Jegs:
http://www.jegs.com/s/customercare/CustomerCare.html
Policies. (2012). Retrieved from Brothers Truck Parts:
http://www.brotherstrucks.com/policies.asp