Categories Of The TARES Test
1.TARES test (10 per cent; 300-400 words)
You are the editor of a magazine and have to decide if you would run the advertisement below.
In order to do to assess whether this ad is ethical or not you have to conduct a TARES test.
The ad forms part of a campaign by Moms Demand Action for Gun Sense in America , which
was founded on December 15, 2012, one day after the Sandy Hook Elementary School
Shooting. The campaign was started by mothers who advocate stricter gun laws in the US.
Follow the following guidelines:
1. APPLY THE FIVE CATEGOIES OF THE TARES TEST TO THE CAMPAIGN TO
ASSESS WHETHER IT IS ETHICAL OR NOT.
2. Write about forty words for each category of the TARES test, explaining and justifying
why the ad passes or fails the TARES test in one or several of its categories.
3. Which rhetorical strategies does the ad use (logos, ethos and/or pathos)? Is it ethical to
use these strategies in order to create awareness of the public about the serious issue of
gun violence?
4. Do a brief background research, providing the sources of your information. What
happened at the Sandy Hook Elementary School shooting?
5. Clearly state at the end of doing the Tares test if you would run the campaign in your
magazine or not.
6. Write 300-400 words in total.
Solution
Why the Ad is Unethical
Based on the fact that the advert was part of the campaign of discouraging usage
of guns for children, the ad was clearly aimed at the common good of the society. However, the
advert failed to pass the TARES test as it failed to satisfy all the TARES test categories. For
Instance, the child holding a gun is a clear indication of an advert that advocates for guns for
kids. In addition, the ad lacks a direct message which clearly indicates that guns should be
discouraged for Children. Therefore, the ad was unethical.
TARES Test Categories
Truthfulness
This ad lacks truthfulness. Though the wordings that indicate that one of the children is holding a
banned item is true, the ad fails to provide substantial information regarding the banned item. As
it is, the ad has withheld crucial information regarding why the ban was implemented and the
dangers posed by children possessing guns.
Authenticity
This ad is not authentic, the fact that one child is carrying a gun may motivate other children to
own guns just to be seen carrying guns as portrayed in the ad. Therefore, the ad lacks sincerity
and genuineness in discouraging the usage of guns.
Respect
Carrying of gun by the child in this ad cannot only be seen as a violation of the child’s rights, but
it is also a sign of disrespect to the persuadee. People should be respected and making children
TARES TEST 3
see other children carrying heavy guns is a violation of their individual well-being. The add
therefore fails to pass the TARES Test
Equity
In regards to Equity, the ad achieves the TARES test, as it is based on justifiable reasons.
Following the school shooting which motivated this ad, I would wholeheartedly support this
advert. Therefore, this advert passed the TARES test in this category.
Social Responsibility
This category holds that the persuaders of the ad have a social responsibility of contributing
positively to the society. The ad was specifically aimed to be of common good to the society,
owing to the belief that it would discourage young children from accessing guns.
Rhetorical strategies used
The ad uses Pathos as it seeks to pursued individuals against possessing guns by
appealing to their emotions. In addition, due to the fact that a child is holding a gun yet the aim is
to discourage children from accessing guns indicates that the ad uses logos as a form of
convincing the audience.
Case Background
Sandy School shooting occurred in United States in December 2012 when Adam Lanza
who was 20 years old, fatally shot and killed 26 people some of whom were young children
between the ages of 6-7 years. Earlier before driving to the school using his mother’s car, Lanza
had shot and killed his mother. He later committed suicide by shooting himself (Barron, 2012).
TARES TEST 4
I would not run this campaign n my magazine. This is because for a camping to the
ethical it must satisfy all the TARES categories which was not the case in this ad.
TARES TEST 5
References
Barron J. (2012, 14, Dec). Nation Reels After Gunman Massacres 20 Children at School in
Connecticut. The New York Times. Accessed from
https://www.nytimes.com/2012/12/15/nyregion/shooting-reported-at-connecticut-
elementary-school.html
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