An advertisement has the main purpose of informing individuals about their product and trying to influence them into purchasing the product. This can be done in a way that fits with the TARES test or that one that is not completely ethical in that it tries to deceive the receiver about the product. According to Wilkins and Christians, (2009):
The TARES test is designed to be comprehensive, in that it addresses ethical principles relating to all elements of an advocacy message or campaign – the message, the advocate, the receiver(s) of the message, the conduct and elements of the advocacy campaign, and society as a whole. (p. 122)
Applying the TARES test to the advertising campaign of Nutrisystem D will determine if this is an ethical advertisement meant to truthfully inform the receiver about the product offered.
The ad claims are truthful in that the individuals that they spotlight on the advertisement page have actually lost the weight using the product. It continues to be truthful in that they asterisk each amount to allow the receiver to know that results are not typical of every individual that tries this program. It then goes to let them know an approximate weight they can expect to lose on this system which is about one to two pounds a week. This information could be hidden at the very bottom of the webpage, but it was not. A portion of this message was even highlighted in bold print.
The claim is an authentic one as it does have paid testimonials on the page, but does allude to the fact that everyone is different in respect to the results that they can expect to see when using this particular program. Further down the webpage it notes that a clinic study was completed by Temple University School of Medicine that showed that individuals with type 2 diabetes were able to lose more weight and maintain other healthy behaviors by using Nutrisystem D. In the very fine print at the bottom of the page it mentions that this diet is not meant to cure diabetes, but nowhere in the advertisement does it give the impression that it does cure it.
This ad is very respectful to the receiver. In no way does it make any attempt to demean the person that is thinking of using this program to lose weight. It is not making them feel guilty about the weight issue that they have, but informing them on how this program can help them. It does not trick the receiver into thinking that they could only become a better person if they use this particular diet. It also does not give the receiver the feeling that their disease is the reason for why they are overweight or vice versa. It just gives them an option to take.
There is equity between the sender and the receiver in that the advertiser is not using a lot of complicated terms to explain the diet. According to Collins (2009), “Vulnerable audiences should not be targeted unfairly. Claims should not be created that are beyond the recipient’s ability to understand, for the purpose of exploiting them” (p. 8). Individuals that are overweight can be vulnerable to promises made to help them melt the pounds away in an unrealistic fashion. There is no exorbitant promise that this will help them to shed a large amount of weight in a small amount of time. It also shows that there is a relationship past the purchase of this diet in that they provide support to the individuals that use their diet.
The positive aspects of advertising in this campaign is that it is not promising the world to the recipient in that it offers a realistic view of how this program can help someone with type 2 diabetes lose weight. It offers testimonials and gives information on how this diet works with using the food through the service, fresh foods and exercise to help get the individual to a more healthy weight for them. The negative aspects of advertising in this campaign are that it does not offer any upfront information on pricing, and only represents the positive reviews that users have reported.
The special intended audience for this particular diet is those individuals that have type 2 diabetes who need to lose weight. This diet is specially formatted to take into account the fact that their dietary needs are not exactly the same as everyone else’s. In some cases, diabetes and obesity go hand in hand, making it extremely important for the individual to learn ways that they are able to improve on their diet. Losing weight in a healthy fashion can be difficult, but this gives support and guidance towards ways to reduce and maintain a healthy weight.
One ethical issue involved with the way that this particular service is being advertised is that it only represents the most positive user results, two of which mention that they are paid testimonials. It does make a point of how these results are not typical, but if someone is just skimming the advertisement they may miss that. Another ethical issue involved with the way that this product is advertised in that it does not mention exactly how much signing up for their food delivery costs. Another ethical issue that some may have is that the medical study was funded by Nutrisystem and was only for a three month period.
The overall advertising campaign strategy is that it is looking to attract individuals that have type 2 diabetes that need to lose weight. It gives them information on the results that some users have found. It gives information on how this program works and what makes it different from other diets. This includes information on the support given, maintenance and transition plans and the exercise program. Information is given on the medical study that was produced including the benefits that this have in comparison to not being on this particular diet. Finally, the fine print rounds out the information that the recipient is given on this diet.
The advertising campaign for Nutrisystem D does meet the requirements for the TARE test. The reason why is that it is truthful, authentic, respectful, equitable and socially responsible. According to Treadwell, D., and Treadwell, J.B., (2005),“Baker and Martinson argue that the TARES model can help practitioners weigh the consequences of their actions from the point of view of their organizations, society and their own personal integrity” (p. 72). It can be easy to take advantage of those that want to lose weight because of their type 2 diabetes, this advertisement gives them the information they need in an honest manner that does not belittle them or over promise results.
References
Collins, S. D. (2009). Persuasion (2nd ed.). Mason, OH: South-Western Cengage Learning.
Diabetic Plans. (n.d.).Nutrisystem. Retrieved February 18, 2012, from
Treadwell, D., & Treadwell, J. B. (2005).Public relations writing: principles in practice (2nd ed.). Thousand Oaks, Calif.: SAGE Publications.
Wilkins, L., & Christians, C. G. (2009).The handbook of mass media ethics. New York: Routledge.