The document summarizes an experiment conducted to analyze the effectiveness of television advertisements for advanced safety vehicles (ASVs) in conveying technical information to viewers. In the experiment, 72 university students viewed two TV ads and completed a questionnaire to assess their understanding. The results showed most students did not understand the key safety messages and technologies featured in the ads. While the ads complied with industry guidelines, the format did not allow viewers to grasp details. The conclusion is that alternative ways are needed to inform the public about new vehicle technologies beyond what television ads can provide.

1. 1000 speakers conference in English 2
The Strange Phenomena:
Unreadable Message in TV
Ads is Getting Around.
What, How, and Why
is That?
Jun Iio
Chuo University

2. Problems in TV advertising
●
Let me show you 2 videos...
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3. Problems in TV advertising
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Could you grasp the messages in details?
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4. Guidelines
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Surprisingly, they are conformed to the
guidelines provided by Automobile Fair
Trade Council (AFTC)
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5. Baselines for TV ads on ASV
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●
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Within 30
characters a line
Keep showing for
more than two
seconds
Sounds and/or
special warnings on
screen, if needed
※ ASV: Advanced
Safety Vehicle
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6. An experiment
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Two videos were shown to subjects.
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–
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Subjects: university students, 1st – 4th grades
# of subjects: 72
After that, the subjects were asked to fll
out a questionnaire, in order to check
whether they could understand message in
the videos or not.
The questionnaire contains eight questions
and two complementary questions.
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7. Questionnaire sheet 1/2
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8. Questionnaire sheet 2/2
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9. Results
Q8
Q7
Q6
Q5
d
c
b
a
Q4
Q3
Q2
Q1
0%
10%
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20%
30%
40%
50%
60%
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70%
80%
90%
100%
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10. Results (cont'd)
トマールレーダー
サイクリスト検知機能
0%
10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
聞いたことはあった
知らなかった
Note: The options are a) I know it very well,
b) I have heard about it, c) I don't know it.
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11. Conclusions
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The experiment revealed that the message
explaining ASV technologies in TV ads
were meaningless.
Other ways to provide information in
details would be expected.
–
Note: the experiment and this presentation are
not intended to blame particular car makers.
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