Centre for Behavioural Research in Cancer Control, Curtin University of Technology, GPO Box U1987, Perth, Western Australia 6845, Australia.
Accid Anal Prev. 2011 May;43(3):631-6. doi: 10.1016/j.aap.2010.10.003. Epub 2010 Nov 4.
There is growing concern that certain content within motor vehicle advertising may have a negative influence on driving attitudes and behaviours of viewers, particularly young people, and hence a negative impact on road safety. In response, many developed countries have adopted a self-regulatory approach to motor vehicle advertising. However, it appears that many motor vehicle advertisements in Australia and elsewhere are not compliant with self-regulatory codes. Using standard commercial advertising methods, we exposed three motor vehicle ads that had been the subject of complaints to the Australian Advertising Standards Board (ASB) to, N = 463, 14-55 year olds to assess the extent to which their perceptions of the content of the ads communicated themes that were contrary to the Australian self-regulatory code. All three ads were found to communicate messages contrary to the code (such as the vehicle's speed and acceleration capabilities). However, the ASB had upheld complaints about only one of the ads. Where motor vehicle advertising regulatory frameworks exist to guide motor vehicle advertisers as to what is and what is not acceptable in their advertising, greater efforts are needed to ensure compliance with these codes. One way may be to make it mandatory for advertisers to report consumer pre-testing of their advertising to ensure that undesirable messages are not being communicated to viewers.
人们越来越担心，汽车广告中的某些内容可能会对观众，特别是年轻人的驾驶态度和行为产生负面影响，从而对道路安全产生负面影响。为此，许多发达国家对汽车广告采取了自律的方式。然而，澳大利亚和其他国家的许多汽车广告似乎都不符合自律准则。我们使用标准的商业广告方法，将澳大利亚广告标准局（ASB）收到的三则受到投诉的汽车广告（N=463，年龄在 14 至 55 岁之间）暴露给他们，以评估他们对广告内容的看法在多大程度上传达了违反澳大利亚自律准则的主题。这三则广告都被发现传达了与准则相悖的信息（例如车辆的速度和加速度能力）。然而，ASB 只对一则广告的投诉做出了支持。既然存在汽车广告监管框架来指导汽车广告商了解他们的广告中哪些是可以接受的，哪些是不可以接受的，那么就需要做出更大的努力来确保这些准则得到遵守。一种方法可能是强制广告商报告他们的广告的消费者预测试情况，以确保观众不会接收到不受欢迎的信息。
