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Regulation of motor vehicle advertising: toward a framework for compliance research

Donovan, Robert J, Fielder, Lynda J, Ewing, Michael and Ouschan, Robyn 2011, Regulation of motor vehicle advertising: toward a framework for compliance research, Journal of the Australasian College of Road Safety, vol. 22, no. 4, pp. 73-81.

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Title Regulation of motor vehicle advertising: toward a framework for compliance research
Author(s) Donovan, Robert J
Fielder, Lynda J
Ewing, Michael
Ouschan, Robyn
Journal name Journal of the Australasian College of Road Safety
Volume number 22
Issue number 4
Start page 73
End page 81
Total pages 9
Publisher Australasian College of Road Safety
Place of publication Pearce, ACT
Publication date 2011
ISSN 1832-9497
Keyword(s) Advertising codes
Advertising research
Advertising selfregulation
Motor vehicle advertising
Road safety
Summary 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 on road safety. In recognition of this concern, many developed countries have adopted a self-regulatory approach to motor vehicle advertising. The basic elements of self-regulation are a code of practice or guiding principles governing advertising content and the establishment of a process for hearing and adjudicating complaints about alleged breaches of that code. However, as in other areas, the effectiveness of self-regulation is being questioned in that many motor vehicle advertisements in Australia and elsewhere appear non-compliant with self-regulatory codes. Applying lessons from studies of alcohol advertising, this paper first reviews the research assessing the content of motor vehicle advertising. A suggested research framework is then proposed to inform the development of motor vehicle advertising regulatory codes where they do not exist, and to better monitor compliance with codes where they do exist. The research framework suggested includes expert content analysis of ads, the impact of advertising on risk-taking cognitions and decisions in computer-simulated traffic situations, and assessing audience perceptions of, and reactions to, messages in advertisements mapped against regulatory code content. An example of audience reaction research is also presented.
Language eng
Field of Research 110699 Human Movement and Sports Science not elsewhere classified
Socio Economic Objective 970111 Expanding Knowledge in the Medical and Health Sciences
HERDC Research category C1.1 Refereed article in a scholarly journal
Copyright notice ©2011, Australasian College of Road Safety
Persistent URL http://hdl.handle.net/10536/DRO/DU:30062361

Document type: Journal Article
Collections: School of Management and Marketing
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