Very little systematic information is available about the predominant advertising themes automobile manufacturers have depicted over the years. The goal of the present study was to analyse television vehicle advertising to understand how cars and passenger vans are being portrayed in the media and how this has changed over time. A virtually complete sample (561) of car and passenger van ads from 1998, and a sample of ads from 1983 (98), 1988 (96), and 1993 (95), was analysed for content. Performance, most often exemplified as speed, power, and manoeuvrability, was the primary theme in 17 percent of ads in 1998 and was depicted in half of all ads. Performance was also the most frequent theme over time. Sales incentives also was a popular theme in each year studied, and was predominant in 1993. Safety was mentioned infrequently, except in 1993; a time when manufacturers were competing to install airbags in their vehicles. A focus on vehicle performance in advertising that does not depict the potential negative consequences can have the deleterious effects of glamorising and legitimising high-speed travel. Furthermore, manufacturers are missing an opportunity to promote vehicle safety, a feature that consumers have indicated is very important to them. (A)
Abstract