AUTOMOTIVE Advertisers emphasizing speed over safe driving LET‘S FACE it, a car commercial featuring a monotonous voice espousing the safety features or gas consumption of a vehicle does not make for dynamic viewing. Now a nice winding, sun-dren- ched stretch of highway with a Sporty little car snaking its way along is more likely to make even a seasoned couch-potato slouch up and take notice. But according tc a new study released by the 3.5 million member Canadian Automobile Association (CAA), emphasis o' power, speed and performance in automobile advertising can leave yeung drivers with the perception that dangerous driving manoeuvres are safe and accept- able. The report, entitled The Influ- ence of Responsible Drinking TV Spois and Autoimobile Commer- cials on Young Drivers, was prepared through the AAA Foun- dation for Traffic Safety, which receives financial and other sup- port from CAA. Researchers showed five per- formance-oriented car spots to 333 young drivers aged 16 to 22. “The results of this study should be considered explorato- ry,’ CAA president Michael MeNeil stated. ‘‘Nevertheless, the study Iends support to CAA con- cerns that drivers may repeat risky moves seen in auto commercials.”’ Among the findings of the survey, were the following: @ Young drivers are exposed to 1,700 car ads each year. Sixty per SE 4 DOOR AC V6 ENGINE ABS BRAKES XE 4 DOOR AIC V6 ENGINE ABS BRAKES 21,288 °24,088 By A.P. McCredie Automotive Reporter cent of participants said spots featuring a car's performance ai- tract their attention. @ Two-thirds of young drivers said that ‘‘many’’ drivers in commercials accelerate rapidly, swerve around curves, and break laws other than the speed limit. Half thought that many TV drivers speed and drive in a risky manner. @ Most participants fek that speeding and swerving in car ads looks exciting rather than dull, and safe rather than dangerous. @ More than 90% of partici- pants felt that other young drivers more often speed, swerve and take chances as a resuli of watching performance-oriented advertising. @ High school students appeared to be more conservative and less easily influenced by perfor- mance-oriented spots than college students. @ Males appeared to be more easily influenced than females by power and speed in commercials. McNeil, on behalf of the CAA, urges automakers to concentrate on safety, fuel economy and du- rability of their products rather than the speed and performance areas. ALL PRICES INCLUDE FREIGHT! 9 | NEW SONISSAN ALTIMA