Tares Test: Five Principles For Ethical Persuasions

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Maricris P. CruzpeAB Communication
Communication Values and Ethics


 Persuasion is defined as methods used to influence attitudes, raise awareness, educate or influence behaviors’. While ethics (moral philosophy) is a subject that primarily is not concerned with increased profits or increased visibility. It is, rather, concerned with what one ought to do—or ought not to do. Thus, it’s easy to persuade others but it will be tough when once involve by the ethics.

 Ethical persuasion is the practice of influential communication that respects the dependence of the audience by presenting truthful and relevant information. It enables audiences to make voluntary, informed, rational and reflective choices.

Sherry Baker and David Martinson propose a five-part to test how ethical a persuasion should be, including methods for guiding ethical persuasion have been identified and to check and determine the ethical worthiness of the message. TARES is an acronym for Truthfulness, Authenticity, Respect, Equity and Social Relevance. Truthfulness pertains to the message of the persuader where the persuader should tell the truth and nothing more than a truth, a fact with reliable sources and should not be fall into deception. Second is authenticity which means that living in reality makes our life worth living. It compromises the integrity and personal virtue that requires the persuader should act decently, sincerity and genuineness is love the persuadees and sincerely giving assurance on the product, and loyalty and independence must engage with moral judgment. Third is respect that’s concern to one’s or overall emotion. We humans are created with emotion and the persuader should consider that. Then fourth is equity refers to fairness, the persuader should not be step in the feelings or putting down dignity of anybody else. Moreover, it’s like applying the perception of our Creator that we are all equal and must...
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