ETHICAL DIMENSIONS OF POLITICAL ADVERTISING: A TARES MODEL ANALYSIS OF PPP AND PML-N ADS

Abstract

Political communication, particularly through political advertisements, plays a pivotal role in shaping public opinion and influencing voter behavior. Consequently, assessing the ethical dimensions of political communication is essential for understanding its impact on democratic processes. This study conducts a qualitative content analysis utilizing the TARES Test (Truthfulness, Authenticity, Respect, Equity, and Social Responsibility) to evaluate the ethical dimensions of political advertisements from the Pakistan People’s Party (PPP) and the Pakistan Muslim League-Nawaz (PML-N). The research analyzed four video advertisements from each party, published on their social media platforms during the first six months of 2018, preceding the general election. The findings indicate that the political advertisements of the selected parties generally do not meet the ethical criteria established by the TARES Test. The study concludes that political parties may lack awareness of ethical considerations or may not prioritize them in political advertising. Unethical advertisements can result in disinformation, misinformation, and diminished public trust. In light of these findings, this study advocates that political parties and advertising agencies be trained and equipped with skills regarding the TARES Test to ensure adherence to ethical standards. The government and relevant departments should establish a comprehensive ethical code of conduct and implement updated ethical guidelines to prevent the dissemination of unethical political advertisements. Adopting these measures is crucial for fostering a more responsible political communication landscape and enhancing the democratic process in countries like Pakistan.