Ban Private Cars in London)
Powersliding a sports car through a rain-slick city at night might seem like an unrealistic activity that most car owners won’t participate in, but marketers count on the excitement generated by this imagery to influence consumer decisions. These marketers are seeking those consumers most driven by “a need for speed.”
How often do we see a car that solely occupies space in a car advert? It is a cultural construct that deceives not only the driver but demands that we all give way to that fantasy by prioritising traffic flow.
The anger at this disconnect between fantasy and reality materialises as projected ‘road rage’ onto the perceived or socially constructed ‘weakness’ of pedestrians and cyclists.
Nothing brings a driver crashing down to reality more than a pedestrian who walks faster or a cyclist who weaves ahead.
‘Alternatively, other types of car commercials might showcase families taking advantage of safety features, like anti-lock breaks, rear-view cameras, and sensors that alert them when other cars come too close.’
These are seen as utilitarian considerations. Focusing on prevention goals, the advertiser identifies a painful experience and then elicits feelings of safety and security. Their aim is to make the individual feel like they are a smart, responsible consumer.
The alternative reality to ‘safety’ ‘smart’ and ‘responsible’?
Inactivity has been linked to diabetes type 2 and new analysis by Diabetes UK has revealed that the number of diabetes-related amputations in England has now reached an all-time high of 20 a day. Car drivers are much more likely to be inactive.
Are cars the new tobacco? asked a paper published in the Journal of Public Heath on 1st June 2011.