According to the book, the TARES test is used to determine whether a commercial(or other form of media) is ethically persuasive. I will examine a Skittles Commercial.
Not looking good.
T – Truthful? There is no clear message in the video, however, the impression is not accurate at all.
A – Authentic? Obviously not an authentic claim. Claiming that Skittles is related to sexual interactions? I think not.
R – Respect? The ad seems uninterested in the receiver all together. No need to reference respect.
E – Equity? In a sense, yes, there remains an equality presented by a common activity being portrayed in the video.
S – Socially Responsible? Absolutely not. There is no reason to show what is going on in such an explicit way. There is a complete disregard for privacy and propriety.
This commercial is a blatantly shock value oriented ad. It serves a basic purpose of feigning for a laugh from the audience because of the shockingly explicit material. In no way was this helpful to promote the product other than pushing the name out there and making it memorable. It does not establish a better name for the brand, or show respect to their consumers.
Big fat F for FAIL.