Message Content in Canadian Automotive Advertising: A Role for Regulation?

Lisa Watson and Anne M. Levack, University of Regina, Saskatchewan

Christina Rudin-Brown and Peter Burns, Transport Canada, Ottawa

James H. Mintz, Center of Excellence for Public Sector Marketing, Ottawa

The message content of automotive advertising was examined to determine whether automotive advertising is meeting the needs of it’s stakeholders, and whether there is a need for it to become more highly regularted. A content analysis of 200 Canadian television and print advertisements revealed that 18 percent of ads demonstrate unsafe or aggresive driving, while 25 percent of ads feature safety mentions.

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Message Content in Canadian Automotive Advertising: A Role for Regulation?

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