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    The “hit like a man “ sexist Jumbo’s toy shop advertisement, the failure of Tares test and the stereotype of women as a vulnerable audience
    (Maltepe Üniversitesi, 2019) Styliani, Dimitriou
    Persuasive communication must be ethical in order not to disrupt the society. Many practitioners fail to do that, like the controversial television spot by the well-known toyshop chain Jumbo in Greece. Its commercial with a Greek popular female singer and the slogan “hit, hit like a man” raised many negative comments about its sexist stereotyped messages and the encouragement of violence against women. This research paper demonstrates the failure of this particular television spot in the TARES test and its depiction of women as a vulnerable audience. The TARES test is a list of questions that persuasion professionals need to take into consideration, to determine whether their message is ethical. It is an acronym that consists of: Truthfulness (of the message), Authenticity (of the persuader), Respect (in the persuasion), Equity (of the persuasive appeal) and Social Responsibility (for the common good). Furthermore, there are specific types of audiences that need special protection from messages. In this case, the “hit like a man” did not protect the vulnerable audiences of women and children, who might be affected by it. To conclude, the TARES test and the consideration of the vulnerable audiences, are vital in ethical practices of persuasion. The results of this research identified the problems with the particular television spot, which promotes sexist stereotypes and violence against women.