smooth handling: the lack of safety-related consumer information in car advertisements

by:Powerful Toys     2019-11-19
Abstract objective: to study the contents and trends of safety
As a case study of global auto marketing, the relevant consumer information in the magazine\'s auto advertising.
Methods: Content Analysis of 5 popular New Zealand current affairs magazines
During the period 2001-2005 (
N = advertisement 514)
Additional vehicle data from the official website.
Results: safety information in light bus advertising is relatively rare, with only 27% mentioning one or more of the nine key safety features examined (average: 1.
7 out of 9 features in this 27%).
Also include: potential hazard features of the speed Image (
29% advertising)
, Power Reference (14%)
And accelerated data (4%).
Speed and power have become relatively commonyear period (p < 0. 05 for trend).
Conclusion: in order to enhance the informed choice of consumers and improve injury prevention, the government should consider regulating the content of vehicle advertising and vehicle marketing-as many other consumer goods have already occurred.
As detailed in a recent report by the World Health Organization, road traffic injuries are a major, preventable global problem.
1 vehicle marketing is a worldwide phenomenon, which has been studied before due to concerns that it may adversely affect safety
Related behavior
2-6 given the major expenditure of manufacturers and retailers to invest in the automotive market 5, this may have some impact on consumer behavior (
Reviews from other places.
More generally, there is evidence that marketing is effective, including advertising in magazines.
8 However, research on safety and vehicle marketing remains limited, as there are few studies published, lack of time trend analysis, and no publications related to print advertising.
We use data from New Zealand to test car marketing because the country provides a convenient example of a developed country (e. g.
Members of the OECD).
In particular, we did a content analysis of the magazine\'s light passenger car ads and checked the safety
Consumer-related information.
We choose magazines because they report vehicle ads more frequently and consistently than newspapers, and provide more information than TV commercials.
Select two monthly magazines with the highest circulation for New Zealand (i. e.
Metro and north/south).
5-all questions
The one-year period from 2001 to 2005 is handmade
Search on the page-by-
If a vehicle advertisement occupies a page for more than a quarter, it is included in the study and copied.
Only ads for specific models of cars, sports utility vehicles (SUV)
Or similar light vehicle (
Mainly for passengers with fewer than 8 seats)
Security data for content analysis data is collected from vehicle advertising
Specific security aspects.
The priority safety features considered are mainly based on the US \"consumer report\" safety check list to be used before purchasing a vehicle.
9 grouping (CR9)
Cover: airbag, anti-lock brake system (ABS)
Electronic stability control, rolling
Excessive protection, pre-crash systems (i. e.
Emergency Steering Assist or headrest adjustment)
Headrest, seat-belt pre-
Child safety issues (including ISO-FIX seating)
And safety level (crash test)
Score or grade
Another \"additional security\" category was created for the following nine features: electronic interrupt-
Force distribution, emergency braking system, downhill braking, downhill control, traction or dynamic control, low center of gravity, side collision protection, body reinforcement and shrinkage zone.
Data are also collected from advertisements that may be considered potentially dangerous (
From the point of view of damage).
These include speed Images (e. g.
Blur and swipe mark of image background);
Promote speeding or power outages and unsafe driving using specific quotes (e. g.
Mention speeding turns and drive like a rally or f1 car);
And mention specific accelerated statistics (e. g.
Time required to reach 100 km/h).
In order to determine the background of the safety trend, additional data on the specific vehicle crash test rating shown in the magazine advertisement were obtained from the government\'s official website (www. ltsa. govt.
New Zealand/vehicle/ancap/index. html)
There is also a European website (www. euroncap. com).
Suv sales are reported to have increased
More than risk 10 and increase the probability of pedestrian death in relation to a car-to-pedestrian collision.
1112 in this study, however, we did not analyze separately the models associated with suv advertising from a safety perspective, as suv in Australia appears to be relatively safe from low
Despite the increasing popularity of SUVs, the increase in risk-driving groups and road trauma does not appear to have occurred.
13 data collation and analysis data are analyzed using EpiInfo (CDC, Atlanta).
To best estimate the impact of advertising on consumers who come into contact with magazines, the analysis unit is a specific advertisement in a particular issue.
This means that there is a greater contribution to the results of the ads, which are repeated in subsequent installments, or appear in two magazines.
Validation studies as a person only (A. M. )
The content of the advertisement was classified and verified using another person.
It includes 5% random samples of all ads (n u200a=u200a 26)
, As well as 15% random samples of advertisements classified as depicting speed Images (n u200a=u200a 21)
Given that the latter is the most subjective aspect of classification. The inter-
The evaluator\'s reliability of the speed Image ranges from 89% to higher (i. e.
Additional security data (92%), SUV (94%), 4WD/AWD (94%), CR9 (96%)
And acceleration (100%)).
A total of 5-514 related advertisements were identifiedyear period (
N = 279 for Subway, n = 235 for North and South).
This is made up of a total of 149 different vehicles (
Determined by model and engine specifications).
The average size of the ad is 1. 3 pages.
Specific security aspects of 5-5
Only 27% of the ads mention at least one of the nine key CR9 security features (see Table 1).
Over time, these features mentioned have increased significantly statistically (p u200a=u200a 0.
02, square of linear trend, Mantel extension).
Mention the frequency of these key features (
In all ads)
Electronic stability control (17. 3%), air bags (13. 8%)
Anti-lock braking system (10. 7%)
Safety level (5. 6%), pre-crash systems (4. 1%)
Headrest (2. 1%), roll-
Over protection (0. 4%), seat-belt pre-tensioners (0. 4%)
And child safety issues (0. 2%).
Average crash rating data (
ANCAP rating for New Zealand government and European websites)
The vehicles on the advertisement have been very high (
4 out of 5 of two scales)
For each year, there is no significant change over time (Table 1).
View this table: View the average crash test rating of the inline View pop-up table 1 advertising vehicle, only 14% of the coverage of active security features and hazards in advertising refers to nine other \"extra security\" features, although there has been a significant increase in the past five years (Table 1).
In ads with any security information, the overall average number of CR9 and \"extra security\" features for each ad is 1. 7 and 1. 4 respectively (
There may be 9 in each category).
Overall, at least one potential hazard feature is included in 39% ads (Table 1)
4% of the ads refer to a specific acceleration statistic (e. g.
6 km 0-100 km/h. 3 s)
29% includes a speed Image and 14% specifically mentions an increase in power or acceleration.
The last two classes are in 5-
Years of statistically significant levels.
Although 89% of the advertising sites are listed, only 29 sep are involved in the car manufacturers and websites.
All of these sites except one (97%)
Some data on various security features are provided.
This analysis shows that safety information in light bus magazine advertisements is relatively rare in this particular developed country.
For example, only 27% mentioned one or more of the nine key security features (CR9)
On average, these are only 1.
Every ad has such a function.
The content of some advertisements also includes dangerous features of speed Images (in 29%)
And power reference (14%)
This is more common in the military-year period.
The New Zealand Motor Vehicle Advertising Code, which is voluntary, states that \"advertising should not beautify speeding and/or unsafe driving practices \".
14. The use of the speed image found in this study and/or the use of the power reference appears to be inconsistent with the intent of this ad code.
Specific accelerated statistics (i. e.
6 km 0-100 km/h. 3 s)
This will also violate the code used by other countries. g. Australia.
15. Although security information is becoming more and more common in advertising, the actual safety of vehicles advertised (
Crash test rating based on website data)
No obvious improvement.
This shows that the annual increment of the safety design of the new model is very small.
This study is limited to a small sample of the print media (
Despite two major monthly current affairs magazines with a wide audience)
Contains advertising for light passenger vehicles.
In addition, validation studies show that the classification of speed images is less accurate than other information obtained from advertising (i. e. with an inter-
Compared to the 92-89% range of other variables, the evaluator\'s reliability is 100%).
Therefore, the result of the speed image only needs to be considered as a general indication of the possible real pattern.
It is worth noting that there are five criticisms
Star crash test grade table for vehicles.
That is to say, with most vehicles getting four stars, it is difficult for consumers to find differences, and it is difficult for manufacturers to motivate further improvements in safety.
The results of this study may have an impact on policy makers (
When considering other works published so far)
Raise concerns about the nature of car advertising from a safety perspective.
Therefore, further research on vehicle advertising in other media is desirable, and comparative research between countries is desirable.
Nevertheless, as vehicle marketing involves such a huge amount of financial investment, it is likely that the security department will
Relevant information and topics in this advertisement are related to international public health.
Maximize opportunities and ensure that consumers have enough information to make good decisions
The government may want to better regulate the safety aspects of car advertising through targeted means (
There may be other health problems.
Air pollution and greenhouse gas emissions from automobile exhaust).
In other product areas, there are many precedents that require consumer information.
In fact, many developed countries have detailed regulations that require safety information in all drug advertisements, health warnings on all tobacco and alcohol products, nutrition labels on packaged foods, and
In this case, there is a public health case surrounding key vehicle safety information (
In symbols and text)
Limit the dangerous content of an advertisement, such as a speed image.
This may also mean that the government gets better value for money from road safety activities, rather than being refuted by information used in car marketing.
While the industry may prefer voluntary agreements compared to regulation, the effectiveness of the former is much lower, given the control of industry pollutant production in the tobacco industry for marketing and production of greenhouse gases, voluntary agreements are often unsuccessful.
Conclusion most advertisements about light passenger cars in the journal reviewed in this study do not have information on safety.
Speed images and power references can also be considered a concern from a safety perspective.
In order to solve these problems, the government should consider regulating the content of these advertisements, like various other consumer goods such as tobacco, medicines and electrical appliances.
Car Marketing is a worldwide phenomenon, and previous studies have shown that car advertising may not support it or even run counter to road safety information.
An analysis of the content of 514 ads in New Zealand magazine found that security information was relatively rare.
Only 27% mentioned one or more of the nine key security features.
Some ads also include potential hazard features for speed Images, power references, and acceleration data.
The government should consider standardizing the content of vehicle advertising and vehicle marketing in order to enhance the informed choice of consumers and improve injury prevention.
The authors thank Emma Williams for her help with data collection and Sarah Pollock for the validation study.
There is no external funding for the study.
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