首页> 外文OA文献 >Regulation of motor vehicle advertising: toward a framework for compliance research
【2h】

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

机译:机动车广告监管:建立合规性研究框架

代理获取
本网站仅为用户提供外文OA文献查询和代理获取服务,本网站没有原文。下单后我们将采用程序或人工为您竭诚获取高质量的原文,但由于OA文献来源多样且变更频繁,仍可能出现获取不到、文献不完整或与标题不符等情况,如果获取不到我们将提供退款服务。请知悉。

摘要

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.
机译:令人担忧的是,某些汽车电视广告中的某些内容可能会对观看者,尤其是年轻人的驾驶态度和行为产生负面影响,从而对道路安全产生负面影响。认识到这种关注,许多发达国家对汽车广告采取了自我监管的方法。自我规范的基本要素是规范广告内容的行为守则或指导原则,以及建立听证和裁决有关涉嫌违反该守则的投诉的程序。但是,与其他领域一样,自我监管的有效性受到质疑,因为澳大利亚和其他地方的许多汽车广告似乎不符合自我监管法规。运用酒精广告研究的经验教训,本文首先回顾了评估汽车广告内容的研究。然后,提出了一个建议的研究框架,以指导不存在的汽车广告监管法规的制定,并更好地监视存在的法规对法规的遵守情况。建议的研究框架包括专家对广告的内容分析,广告对计算机模拟交通情况下的冒险意识和决策的影响,以及评估受众对根据法规法规内容映射的广告中的消息的感知和反应。还提供了一个观众反应研究的例子。

著录项

相似文献

  • 外文文献
  • 中文文献
  • 专利

客服邮箱:kefu@zhangqiaokeyan.com

京公网安备:11010802029741号 ICP备案号:京ICP备15016152号-6 六维联合信息科技 (北京) 有限公司©版权所有
  • 客服微信

  • 服务号