Life Alert Advertisements: Do They Pass The TARES Test?
- Stephanie Dal Porto
- Dec 3, 2020
- 4 min read
Author's Note: This post reflects the concepts and ideas learned in Chapter 2 from "Media Ethics: Issues and Cases" by Philip Patterson, Lee Wilkins, and Chad Painter. It is used for educational purposes.
Those of us who identify as a Millennial or Gen Z can vividly recall the Life Alert ads. If you’re not familiar, take a look below.
As a younger generation, most of us don’t necessarily worry about a situation like the one in this ad. However, it calls us to question: How does this make seniors feel? How does it make those who are under 65 who also face potentially life-threatening situations feel? Does this ad ethically violate or pass elements of the TARES test?
According to Media Ethics: Issues and Cases, the TARES test is defined as “a checklist of questions the creators of every persuasive message should ask themselves to determine the ethical worthiness of the message” (70).
The first element of the TARES test - T - verifies the message’s Truthfulness. People face life-threatening situations and Life Alert’s ads illustrate a reality seniors face. Their ad provides the consumer with the needed and truthful information. While some facts are omitted - for example, the other factors that may impair seniors - the ad still offers a genuine and honest solution and is thus, ethical.
The next element of the test - A - checks the message’s Authenticity. For Life Alert’s ads, we must ask ourselves if they get their (selling) point across with the right attitude. While this company is trying to sell a product to their target audience of people over the age of 65 who generally have a need for this product, they are basing their ads on a stereotypical fear. While there is some validity to this point, the TARES test would claim that the ad lacks a sense of authenticity based on an unrealistic stereotype of how society can define people of advanced age.
For a product meant to be used in life-threatening situations, the ads lack a sense of reality and understanding that those who don’t fall into the 65+ age group can experience. The TARES test would require the advertisement creators to rethink their aimed appeal to one that focuses on informing individuals of the product’s purpose for all in all life-threatening situations and focus less on the stereotypes enforced in their current ads. Portraying seniors as weak will only sell a product on fear - which would not pass the TARES test.
Additionally, when considering the Authenticity of Life Alert’s message, we must ask ourselves: “Would you buy your own reasoning about the uses and quality of the product advertised?” (Patterson et al. 72). This question would have Kant remind us about his Categorical Imperative - the “do unto others” concept. Considering the advertisement in focus, we can ask if the ad’s creators would buy the product they themselves are trying to sell to the public.
The third element of the TARES test - R - asks if the ad treats the receiver with Respect. When examining the Life Alert ads, it is clear that the advertisers are genuinely attempting to sell a product that would help the elderly in life-threatening situations. While the company’s advertisers instill a sense of fear as their primary emotional tactic to resonate with their target, it is clear to see that there is evident respect for human life - thus passing the R element of the TARES test.
The second to last element of the test - E - asks if there is Equity “between the sender and the receiver?” (Patterson et al. 72). For Life Alert’s ads, the ad’s recipient does not need to be abnormally well-informed and without prejudice - meaning the ad passes the equity element of the TARES test. Viewers can equally participate in the ad and feel fully informed knowing that the product advertisers attempt to sell is transparent with them - meaning they can fully engage with the content and product.
The last element - S - questions if a message is Socially responsible? When considering the Life Alert ads, we must recount that social responsibility calls for the publics inside of the organization to understand how their advertising is valued and perceived by outside publics. An advocate of Communitarianism would ensure that Life Alert’s ads emphasize the need to balance one’s rights with the community’s interests as a whole. To confirm this, we can check if: (a) everyone is financially able to purchase this product, (b) if society would be improved because of this product, (c) if some groups in society would benefit from this product, and (d) whether this ad takes “the notion of corporate responsibility, both to make money and improve human life and welfare, seriously and truthfully?” (Patterson et al. 74). To answer this in short, yes. The product aims to help individuals thrive in life while building the safeguard for the senior citizen community as a whole - one person at a time.
As you can see, Life Alert ads pass four of the five elements. While it did not pass the test one-hundred perfect, I believe the ad is done with the tight intention - helping seniors in uncertain life-situations.
What's your take on the Life Alert ads? Do you agree with my decision? Disagree? Let me know your thoughts in the comments below!
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