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Originally Posted by: biker1  Originally Posted by: Stern  Originally Posted by: biker1  I remember listening to Tim Marsh at a conference, when he said that the best you can hope for is that people concentrate 95% of the time. For the other 5%, they are away with the fairies and functioning on auto pilot. Quite a frightening thought (depending on how good their auto pilot is), but I agree that we have all probably done journeys but can't consciously remember parts of it, which seems to confirm his ideas.
I didn't think the complaint about the advert was over-reacting. Car adverts, amongst others these days, seem to be selling a lifestyle and image, rather than telling us anything much about the car. They also seem to suggest that if we buy one of their cars, we can drive them on empty roads; I just wish they would tell us where these roads are. As such, they can easily influence behaviour by creating social norms, so something that depicts irresponsible and dangerous driving surely needs challenging.
I think we'll have to agree to disagree on that one becuase for me, to suggest that a grown adult will go out and buy said car and then proceed to drive it down the road dancing and with their eyes closed because of an advert is, to me, ludicrous. I've spotted examples of working at height non-compliance and poor excavation practice on episodes of Bob the Builder but never once felt inclinded to complain to OFCOM.
I think there is a world of difference between what cartoon characters get up to, and real people in the real world. If we emulated behaviour from Tom and Jerry, there would be carnage, but of course we wouldn't. I have also seen a current advert for a biscuit maker which shows poor examples of manual handling and work at height, but I wouldn't for one minute consider making biscuits like that. When it comes to advertising for the real world, agencies spend a huge amount of time and money subtly, or sometimes not so subtly, depicting lifestyle choices and behaviour to influence what people buy and what they do with it. If the advert doesn't appeal to you or influence you, it wasn't aimed at you, but it was certainly aimed at some people, otherwise they wouldn't have spent money making it. The agencies are being paid vast amounts of money to come up with ways of influencing people, so it clearly works for a proportion of the population.
And if we emulated everything we saw actors do on TV there would also be carnage. I saw an advert for a Lexus recently where two people are racing up a hill. One takes the road whilst the other (in a 4x4) pulls off the road and drives cross country. I didn't rush out and do it myself. And i'm sure we all remember the Landrover advert where they drove (well, winched) a Defender up a dam. Not something i've ever seen emulated in real life either. Of course advertising agencies are very good at influencing people, that's their job. I recently purchased an electric toothbrush after seeing an advert on TV for one. However, unlike the lady on the advert, i don't feel the need to smile like a lunatic when i'm using it, nor do i walk round licking my teeth all day after i've finished brushing them becuase i, just like every adult i know, am perfectly able to separate what is on the TV from reality. For you to suggest that people will start drving down the street with their eyes closed becase an actor in an advert did is, again, ludicrous. As a safety professional i would be embarassed to tell the people i work with (the ones i'm trying to get to buy into the world of health and safety) that i had gone out of my way to have an advert removed from the TV on those grounds.
A lot of people i encounter daily are becoming more and more disilusioned with health & safety (myself included at times) and with all due respect, those kinds of over the top attitudes will only make things worse.
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