The potential of car advertising in pursuing transport policy goals: Code of good practices in the Spanish context

Abstract

Climate change, which is mostly caused by CO2 emissions, continues to be a serious environmental problem. The dissemination of correct information regarding the environmental impact of car CO2 emissions and fuel consumption promoted by responsible advertising plays an important role in this problem. This article proposes that the promotion of responsible car advertising could serve as a tool for reducing climate change and decarbonizing transport. Thus, a qualitative and quantitative study was performed to analyse the influence of car advertising on CO2 emissions and attitudes regarding such emissions. The results of this study add value to the limited literature in the field of advertising, cars, and the environment. The analysis of the car advertising sector in Spain in 2007, 2015, and 2016 detected a low presence of good practices. Advertisements lack information regarding energy problems related to mobility, emissions, and climate change. There is an effort to hide CO2 emissions and fuel consumption information in advertising, energy labels are not presented, and information related to efficient driving or moderate vehicle use is lacking. Although the evolution of information regarding emissions and consumption has improved over time with respect to size and location in the advertisements, such data remains marginal. Recent car advertising does not highlight the environmental consequences of the products or offer advice to consumers regarding habits that can help reduce pollution or emissions. Finally, based on this analysis, a detailed code of 28 good practices for the responsible advertising of cars is proposed.

The Design Process in the Improvement of The Experience Between a Brand and its Target Audience Through a Digital Product: The Lexus Portugal’s used Car Website Case Study

“…The research has accordingly required multidisciplinary skills and expertise to develop a communication strategy that answers to the concerns and expectations as outlined by to Lexus Portugal. The study took into account not only internal studies made available by Lexus Portugal, but also references related to car sales and drivers' consumption habits [1][2][3].…”