Hyundai Sonata 2015 ADVERTISEMENT: https://www.youtube.com/watch?v=2tAYSEOczcw
(24HoursofAds, 2014)
(24HoursofAds, 2014)
Automobile advertisements are a
great concern to the ASC in regards to legislating the car’s performance and
the depictions of safe driving. The ASC has regulated these advertisements
greatly to ensure the safety of Canadian drivers and to limit the number of
advertisements in the country. The most notable clauses that determine the appropriateness
of these automotive advertisements is clause 10 and 14.
The number
of injuries, deaths and even just minor car accidents has increased due to
unsafe driving therefore the ASC has to focus primarily on safety when
analyzing car advertisements. Clause 10 of the ASC strictly focuses on safety
as advertisements cannot display or encourage the acts of endangerment (Advertising Standards Canada, n.d). BMW are
notorious for showing their line of cars performing at a very high speed in
their advertisements, which can influence people, especially young drivers, to
drive fast therefore disregarding all types of on-the-road safety procedures (BMW, 2014). Automotive
advertisements can also indirectly promote unsafe driving by showing their cars
perform unrealistically on the road. Clause 14 of the ASC is also used in
analyzing car advertisements to ensure non-realistic driving methods or
non-regulated driving procedures can be shown to the public (Advertising Standards Canada, n.d). The Hyundai Sonata
advertisement has not follow this clause as Hyundai has featured a little girl
driving imitating her father driving at a high speed with her toy steering
wheel (24HoursofAds, 2014). With this advertisement, it is unrealistic to feature a parent driving
at a high speed with a child while having a child doing an imitation of a
driver. ASC’s clauses 10 and 14 are highly necessary to ensure that
advertisements do not promote any sort of unsafe driving to the public
therefore limiting the number of accidents on the road.
I have greatly appreciated the efforts of the ASC to regulating the particular depictions of car performances and the specific driving techniques in automotive advertisements. Numerous advertising agencies have automobile developer clients therefore these agencies need to limit their creative approaches for these clients or else both the agency and client will cause severe harm to the targeted and unintended audience with improper driving depictions.
I have greatly appreciated the efforts of the ASC to regulating the particular depictions of car performances and the specific driving techniques in automotive advertisements. Numerous advertising agencies have automobile developer clients therefore these agencies need to limit their creative approaches for these clients or else both the agency and client will cause severe harm to the targeted and unintended audience with improper driving depictions.
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