Image construction versus empirical evaluations: automobile safety

The present study expands upon earlier work examining advertising as it relates to the construction of safety-related images in the automobile industry. Comparisons are made between automaker portrayal of vehicle safety in magazine advertising and their real-world safety-related performances. Such an analysis enables suggestions regarding, whether or not, the extent to which particular automakers demonstrate a misleading concern for safety and potentially produce false advertisements that violate the standards of law. In this sense, misleading claims related to automobile safety could be considered corporate deviance, particularly in relation to false advertising practices. This paper examines safety and vehicle marketing, a noted gap in recent literature, by looking at three magazine publications over the course of five?years and comparing the marketing strategies and assessing the extent to which automaker crash test evaluations correspond with their socially constructed, safety-based image. Our findings suggest that automakers are largely accurate in their advertising practices with regard to promoting and supporting safety claims.