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TARES Evaluative Presentation
Skyy Vodka Ad
Introduction
Vodka is known for launching an ad campaign, which is suggestive of sexual appeals. They seek
to press on the benefit of drinking vodka. To attract attention, vodka launches a campaign that
advances male supremacy. When evaluated using the TARES test of ethical advertising, the ad
appears to contravene the ethical grounds.
The intended audience for the ad is the people with a taste for alcohol. The ad shows a neatly
dressed man standing over a woman. It gives a perfect view to see the women body dressed in a
bikini. The woman is seductive and first grabs the attention of the audience allured to see her.
Then the difference comes when the viewer gets the aspect of power in the drink.
Ii
The product seeks to inform the consumers that Skyy vodka gives them power over those who do
not drink. For instance, the man standing over the woman showcase this power he derives from
the beer. The purpose of the ad is thus to inform the viewers that indeed, they can obtain power
virtually over everything, including the sexually attractive female, when they hold Skyy vodka in
their hands. This is to say that a sip comes with power.
iii
The ad attracts an economic benefit. As explained by the International Advertising Association,
ads encourage the business to compete, and in this way, offer better products to the consumers
(Lippke, 1989). This affects the economy positively. The Skyy Vodka ad influences the

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competitor business in the beer industry to strive for better products than the vodka. In this
process, they employ more people in the manufacturing sector and the promotion of their product
as well. Eventually, more jobs are created, which is a positive aspect of the economy. Second,
the ad makes the brand visible. This also helps to increase the awareness of the company, thereby
attract more new consumers. Third, the ad offers free entertainment. People have a natural
attraction to sexuality; thus, the ad entertains the viewers.
iv
The ad campaign also has some negative aspect. Usually, advertisement is useless if it does not
boost consumption. Thus, advertising agencies seek to encourage consumers to switch to using
their brand and create loyal consumers. This is the only way to gaining market share. The ad
exposes youth to drinking alcohol (Smith & Foxcroft, 2009). It seeks to influence all people into
drinking. However, intoxication has multiple health issues as well as social problems.
V
The ad is unethical in the depiction gender. It suggests that buying Skyy Vodka gives men power
over women. It makes them attractive and may take advantage of women. The woman, in this
case, is just used as a symbol of attraction and a tool for selling the beer. She derives pleasure in
the male viewers by displaying her nudity. However, this not the case in reality. Alcohol does
not make people powerful. Thus, the message is fake and only intended to create a more
significant market share.
TARES test
The ad does not meet the Tares test.
T- truthfulness: the ad ought to bear a valid claim to pass this test. It needs to be true both
visually and verbally. The notion that vodka will make men rise above women is not entirely
accurate in the real world.
A-authenticity: the ad, in this case, must be the right thing to do, and the attitude must be right.
Considering this ad, the message given is not sincere to the product promoted. It is not the right
thing to do, considering that it does attract unintended consumers.
R-respect: the ad, in this case, does not show respect to the viewers. For instance, the woman
dressed in a bikini disrespects the women who believe they can rise to power, equally as men.
E-equity: in line with this test, the ad should ensure there is no prejudice between the receiver
and the creator of the message. Skyy Vodka ad evokes a diverse response from the receiver,
which puts them on a different page altogether.

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TARES Evaluative Presentation Skyy Vodka Ad Introduction Vodka is known for launching an ad campaign, which is suggestive of sexual appeals. They seek to press on the benefit of drinking vodka. To attract attention, vodka launches a campaign that advances male supremacy. When evaluated using the TARES test of ethical advertising, the ad appears to contravene the ethical grounds. The intended audience for the ad is the people with a taste for alcohol. The ad shows a neatly dressed man standing over a woman. It gives a perfect view to see the women body dressed in a bikini. The woman is seductive and first grabs the attention of the audience allured to see her. Then the difference comes when the viewer gets the aspect of power in the drink. Ii The product seeks to inform the consumers that Skyy vodka gives them power over those who do not drink. For instance, the man standing over the wom ...
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