Curtin University Homepage
  • Library
  • Help
    • Admin

    espace - Curtin’s institutional repository

    JavaScript is disabled for your browser. Some features of this site may not work without it.
    View Item 
    • espace Home
    • espace
    • Curtin Research Publications
    • View Item
    • espace Home
    • espace
    • Curtin Research Publications
    • View Item

    Audience reactions to motor vehicle advertisements: a test of compliance with self-regulatory codes

    115137_9058_56 - C - Ouschan Fielder _ Donovan ANZMAC 08 Audience reactions.pdf (143.4Kb)
    Access Status
    Open access
    Authors
    Ouschan, Robyn
    Fielder, Lynda
    Donovan, Robert
    Date
    2008
    Type
    Conference Paper
    
    Metadata
    Show full item record
    Citation
    Ouschan, Robyn and Fielder, Lynda and Donovan, Robert. 2008. Audience reactions to motor vehicle advertisements: a test of compliance with self-regulatory codes, in Spanjaard, D. and Denize, S. and Sharma, N. (ed), Proceedings of Australian and New Zealand Marketing Academy Conference, Dec 1 2008. Olympic Park, Sydney: University of Western Sydney.
    Source Title
    Proceedings of Australian and New Zealand Marketing Academy conference 2008
    Source Conference
    Australian and New Zealand Marketing Academy Conference
    Faculty
    Curtin Business School
    School of Marketing
    URI
    http://hdl.handle.net/20.500.11937/36880
    Collection
    • Curtin Research Publications
    Abstract

    Massive automobile advertising budgets suggest that consumers worldwide are exposed to a large number of motor vehicle advertising messages. This is of concern considering some motor vehicle advertisements may encourage unsafe driving practices. In fact, motor vehicle advertising contributes a significant proportion of all complaints received by the Advertising Standards Bureau (ASB). Further, it appears that many advertisements that may be non compliant appear to fall through the regulatory gaps. This paper presents a test of the Federal Chamber of Automotive Industries (FCAI) Voluntary Code of Practice for Motor Vehicle Advertising. It entailed assessing audience perceptions of the messages communicated in three advertisements which were the subject of complaint to the ASB, two of which (Ford, Jeep) were dismissed and the third (Mazda) upheld. Audience perceptions of the ads showed that the ASB were correct in upholding the Mazda complaint that the ad promoted speed and performance aspects of the vehicle. However, our results showed that the Ford and Jeep ads also communicated these messages to the same extent or greater. Our results also showed that the sort of driver behaviour portrayed in these ads is perceived by a majority of viewers as aggressive and risk-taking across all three ads. These results bring into question the approach the Australian Standards Bureau uses to determine whether an advertisement breaches the FCAI Voluntary Code of Practice for Motor Vehicle Advertising.

    Related items

    Showing items related by title, author, creator and subject.

    • Self-regulation of motor vehicle advertising: is it working in Australia?
      Donovan, Robert; Fielder, Lynda; Ouschan, Robyn; Ewing, M. (2011)
      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 ...
    • Do motor vehicle advertisements that promote vehicle performance attributes also promote undesirable driving behaviour?
      Donovan, Robert; Fielder, Lynda; Ouschan, Robyn (2011)
      In response to concerns that motor vehicle advertising may have a negative influence on audiences’ driving attitudes, many countries have adopted Codes of Ethics with respect to motor vehicle advertising. Most Codes ...
    • Regulation of motor vehicle advertising: toward a framework for compliance research
      Donovan, Robert; Fielder, Lynda; Ewing, M.; Ouschan, Robyn (2011)
      There is concern that certain content within some motor vehicle television advertising may negatively influence the driving attitudes and behaviours of viewers, particularly young people, and hence have a negative impact ...
    Advanced search

    Browse

    Communities & CollectionsIssue DateAuthorTitleSubjectDocument TypeThis CollectionIssue DateAuthorTitleSubjectDocument Type

    My Account

    Admin

    Statistics

    Most Popular ItemsStatistics by CountryMost Popular Authors

    Follow Curtin

    • 
    • 
    • 
    • 
    • 

    CRICOS Provider Code: 00301JABN: 99 143 842 569TEQSA: PRV12158

    Copyright | Disclaimer | Privacy statement | Accessibility

    Curtin would like to pay respect to the Aboriginal and Torres Strait Islander members of our community by acknowledging the traditional owners of the land on which the Perth campus is located, the Whadjuk people of the Nyungar Nation; and on our Kalgoorlie campus, the Wongutha people of the North-Eastern Goldfields.