Abstract
BackgroundThe advertising of vehicles has been studied from a safety perspective but not in terms of vehicle air pollutants. We aimed to examine the content and trends of greenhouse gas emissions and air pollution-related information, in light passenger vehicle advertisements.MethodsContent analysis of the two most popular current affairs magazines in New Zealand for the five year period 2001–2005 was undertaken (n = 514 advertisements). This was supplemented with vehicle data from official websites.ResultsThe advertisements studied provided some information on fuel type (52%), and engine size (39%); but hardly any provided information on fuel efficiency (3%), or emissions (4%). Over the five-year period the reported engine size increased significantly, while fuel efficiency did not improve.For the vehicles advertised, for which relevant official website data could be obtained, the average "greenhouse rating" for carbon dioxide (CO2) emissions was 5.1, with a range from 0.5 to 8.5 (on a scale with 10 being the best and 0.5 being the most polluting). The average CO2 emissions were 50% higher than the average for cars made by European manufacturers. The average "air pollution" rating for the advertised vehicles was 5.4 (on the same 1–10 scale). The yearly averages for the "greenhouse" or "air pollution" ratings did not change significantly over the five-year period. One advertised hybrid vehicle had a fuel consumption that was under half the average (4.4 versus 9.9 L/100 km), as well as the best "greenhouse" and "air pollution" ratings.ConclusionTo enhance informed consumer choice and to control greenhouse gas and air pollution emissions, governments should introduce regulations on the content of vehicle advertisements and marketing (as started by the European Union). Similar regulations are already in place for the marketing of many other consumer products.
Highlights
The advertising of vehicles has been studied from a safety perspective but not in terms of vehicle air pollutants
Data for the content analysis Data were collected from the advertisements on: the make, whether the vehicle was a sports utility vehicle (SUV), whether the vehicle was "four wheel drive" or "all wheel drive" (4WD/AWD), engine size, type of fuel, fuel efficiency and emissions profile or any features related to these
Vehicles were classified as SUVs if they were defined in the advertisement as being a SUV, recreational vehicle (RV), or all-terrain passenger vehicle, or if they were defined as a SUV on vehicle manufacturers' websites
Summary
The advertising of vehicles has been studied from a safety perspective but not in terms of vehicle air pollutants. We aimed to examine the content and trends of greenhouse gas emissions and air pollution-related information, in light passenger vehicle advertisements. There are no published Medline-indexed articles where such advertising has been analysed in terms of greenhouse gas emissions or other air pollutant emissions. This is despite the growing international concern around both these types of emissions, given the current and potential health impacts of climate change, and from the direct health effects of vehicle emis-. To determine the current situation in this area of marketing, we undertook a content analysis of advertisements for light passenger vehicles
Sign-in/Register to view highlights & summary Talk to us
Join us for a 30 min session where you can share your feedback and ask us any queries you have
Schedule a callDisclaimer: All third-party content on this website/platform is and will remain the property of their respective owners and is provided on "as is" basis without any warranties, express or implied. Use of third-party content does not indicate any affiliation, sponsorship with or endorsement by them. Any references to third-party content is to identify the corresponding services and shall be considered fair use under The CopyrightLaw.
