Senseless messaging: advertising images of illegal driving and deviant behavior

We review messaging within automobile advertisements that normalizes and glamorizes reckless driving behavior. Our content analysis of video advertisements illustrates the use of the automobile in ways that are both illegal and dangerous. Advertisements with hazardous driving images occur more often in our sample than all other types of marketing strategies. Messages include deviance from distributional norms (atypical vehicle use); illegal or immoral driving behaviors that put others at risk; and questionable judgments on the part of manufacturers that use advertisement imagery to increase sales while assuming little of the public costs associated with accidents, injuries, and preventable fatalities on roadways.