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

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

    Access Status
    Fulltext not available
    Authors
    Donovan, Robert
    Fielder, Lynda
    Ouschan, Robyn
    Ewing, M.
    Date
    2011
    Type
    Journal Article
    
    Metadata
    Show full item record
    Citation
    Donovan, R. and Fielder, L. and Ouschan, R. and Ewing, M. 2011. Self-regulation of motor vehicle advertising: is it working in Australia?. Accident Analysis and Prevention. 43: pp. 631-636.
    Source Title
    Accident Analysis and Prevention
    ISSN
    00014575
    School
    Centre for Behavioural Research in Cancer Control
    URI
    http://hdl.handle.net/20.500.11937/61854
    Collection
    • Curtin Research Publications
    Abstract

    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.

    Related items

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

    • 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 ...
    • Audience reactions to motor vehicle advertisements: a test of compliance with self-regulatory codes
      Ouschan, Robyn; Fielder, Lynda; Donovan, Robert (2008)
      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 ...
    • The relationship between high school students' liking of elements in alcohol advertising and advertising effectiveness
      Fielder, Lynda Jane (2011)
      The increasing level of alcohol consumption among youth and related harms is an issue of international public health concern (Hingson, Heeren, Winter, & Wechsler, 2005; Jernigan & Mosher, 2005; Jernigan, Ostroff, & Ross, ...
    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.