Unsafe driving in North American automobile commercials

Abstract

Unsafe driving is prevalent in North American automobile commercials. Given the extent to which MVCs are a public health and economic concern, this finding seems in conflict with responsible advertising. The degree to which the portrayal of driving in automobile commercials affects consumer-driving behaviour should be an area of further investigation.

Self-regulation of motor vehicle advertising: Is it working in Australia?

“…While we found no research on the direct influence of motor vehicle advertising on viewers' attitudes and intentions with respect to unsafe driving practices, a review of the literature suggests that themes used in motor vehicle advertising may promote and encourage speed and unsafe, risk taking behaviours among viewers, and particularly among those already vulnerable to engaging in impulsive, risk taking behaviours (Gardner and Steinberg, 2005;Pechmann et al, 2005;Chapman and Blows, 2003;Shin et al, 2005;Ferguson et al, 2003;Sofoulis et al, 2005;World Health Organization, 2004). For example, in relation to road safety, Sofoulis et al (2005) found that young people associated fast driving with fun and a 'buzz', and perceived that lack of vehicle control was due to bad driving rather than speed.…”

“…It is also common for ads targeting young people (and those who think they still are) to show an additional benefit of the owner being admired by a member of the opposite sex. These appeals are embedded in a variety of execution styles, which often include unsafe driving practices (Shin et al, 2005;Tamburro et al, 2004;Ferguson et al, 2003).…”

“…Ferguson et al (2003) imply that such ads would contravene a code that disallowed the use of speed in motor vehicle advertising. Shin et al (2005) content analysed 250 automobile and truck advertisements containing a driving sequence greater than 3 s that aired in the United States and Canada over a 4-year period (1998)(1999)(2000)(2001)(2002). Using over 20 cues of unsafe driving behaviour (such as excess speed, racing, tailgating, no seat belt, various distractions, and miscellaneous traffic violations), they found that 45% of the ads contained a sequence of unsafe driving.…”

“…None of the identified studies systematically content analysed motor vehicle advertising using self-regulatory codes as the specific theme framework or used expert judges to determine code breaches-although the Shin et al (2005) coding frame for unsafe driving practices was developed in conjunction with traffic police and critical care physicians who were able to provide expert opinion on behaviours considered likely to increase the risk of a crash and increase the severity of the consequences of a crash.…”

“…There are growing concerns that some content of motor vehicle advertising might encourage negative driving behaviours, particularly speeding and risk taking (Shin et al, 2005;Skaar and Williams, 2005;Ferguson et al, 2003;Sofoulis et al, 2005). Worldwide, motor vehicle manufacturers spend billions of dollars annually on advertising that intentionally targets specific demographics using persuasive techniques such as lifestyle and user positioning (McCann, 2005;Macleod, 2006;Endicott, 2005;Sofoulis et al, 2005;Schonfeld et al, 2005).…”