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Baby, you can sleep while I saw an ad on German TV yesterday: A long road going through a desert. No bends, just the tarmac going straight to the horizon. The camera is driving along on the right side of the road, you can imagine yourself sitting in a car, driving. Then the screen gets narrower: It turns black from the top and bottom. The black moves up and down a little, but gradually takes more space of the screen. Only a little sight of the street is left. The camera shuts, everything is black for a second. Then, the eye "opens" again rapidly and you see that the car is correcting its course to get back to the right side of the track from which it had moved during the "black"-period. It is an advert for an electronic device in DaimlerChrysler-Cars that keeps your car on track automatically. Now, what do you think of this ad? Good idea? It certainly explains very well how the device works and how it is useful. But is there something else about it? I was thinking about who this advert is targeting. And I came to the conclusion that it targets people who drive cars being in condition in which it would be healthier for them not to drive. The device gives them an excusise for driving, even if they are too tired: "Well, it may not be right, but at least I am a little bit safer than before if I fall asleep!" Mind you: I have nothing against devices like this! But I am not sure that they should be marketed in this way. So: What so you think? Do you think DaimlerChrysler is right in marketing its device in this way? 0% (0 votes) Sure, it's not their responsibility if people drive sleepy. 66.7% (2 votes) No, it's irresponsible advertising driving being tired. 33.3% (1 vote) Well, you sort of have a point but talking about marketing-ethics aint k3wl. ;-)
karstenstaudt, 09.10.2003, 10:32
Depends on your point of view
The ad is okay, the context may be a little bit misleading. This technology is basically intended for and used in commercial vehicles.
As statistics show driver fatigue is a major reason for accidents with highway trucks and busses. (Remember the pictures of coaches lying in fields because the driver fell asleep.) One way to prevent this is to permanently analyze the driver's behaviour and his eyes. As this technology is extremely complex and therefor still too expensive for field use another way is to analyze the position of the vehicle compared to the white markings on the road. The ad does not promote sleepy driving. The system is just another step towards enabeling the driver to concentrate on the real important thing: the traffic. It can be viewed in the same context as rain sensor, light assistant and others.... Just my 2 cents... Karsten ... Link ... Comment |
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