National Motorists Association Australia

MEDIA RELEASE

December 30, 2001

Motorists association defends car advertisements.

The National Motorists Association Australia Inc. today defended the right of car companies to advertise their products and labelled calls by insurance company funded group the Australian Automobile Association (AAA) "a silly attack of political correctness".

"We see nothing wrong with companies advertising cars using imaginative or motor sport inspired commercials. They underestimate the Australian public's ability to discern the difference between fantasy and reality." motorist association Vice President Mr Harry Wood said today.

Toyota has won numerous recognition awards for dynamic advertising. It is also widely considered to be a responsible manufacturer - including environmentally responsible. Indeed the launch of its Prius "green car" is scheduled to commence next week. However a recent Corolla ad has come under fire. Toyota responded quickly pulling the ad itself apparently to ensure there was no problem.

The ad was criticised by the AAA and Harold Scruby's Pedestrian Council as being irresponsible. It featured a Corolla engaging in playful behaviour and speeding on a quiet country road. The Pedestrian Council also took the opportunity to slam the Advertising Standard Bureau stating that the ad was "an example of their incompetence."

Mr Wood responded today pointing out that the same criticisms could apply to anti-speeding ads put out by the authorities. "The contrived road-safety advertisements hold themselves out as showing reality. However they are wildly exaggerated for effect. They also would be dangerous to emulate.

All these factors together means that they are far more dangerous to the public. Perhaps the most dangerous of these are the ones that attempt to prove that braking distance is the sole determinant of safe speed. The scenario manufactured for 60km/hr versus 70km/hr could just as easily be calculated for 30km/hr versus 40km/hr, it's quite ridiculous." he said.

"The commercials have the potential to lead people to believe that locking your brakes is the most effective way to stop and there is no need to try to use the steering wheel to avoid the crash. These ideas are of course quite false, yet are imprinted
on the viewing public time and again."

"The pedestrian council carries on about the car ads. They obviously haven't considered that when people start emulating the 'road safety' ads and stop swerving around pedestrians we'll see an explosion of pedestrian casualties." said Mr Wood

"In the case of the car ads there has to be a reality check applied. It is time to stop overreacting with political correctness." suggested Wood. "You can't have everyone jump every time the Pedestrian Safety Council comes up with an unrealistic idea. Common sense must prevail."

(All information relating to the AAA and Mr Scruby are sourced from the Sydney Morning Herald)

For Comment, please contact:

Jim Wright,
Queensland Liaison Officer, National Motorists Association Australia Inc. on 040 306 6986