I do not record TV programs and watch them later, skipping through the commercials as many viewers do. Thus, I either watch the commercials or find something else to do while they air. For many years, though, I have wondered why the car ads seem obsessed with speed?

Depictions of dangerous speeds undermine the progress on safety. The simple fact is, no matter how skilled the driver, speed affects both the likelihood of a crash and the severity of crash injuries. High speeds leave a driver less time to react and brake, and much less of a chance to survive the force of a potential crash. Why, then, are car and truck ads glorifying speed — such as “from zero to 60” in three or four seconds?

This type of message is not a new phenomenon. An Insurance Institute for Highway Safety (IIHS) analysis of television advertising in 1998 found that performance (i.e., speed, power and maneuverability) was a theme in half of all automobile ads.

Chuck Farmer, vice president of research and statistical services at IIHS states in a great article: “Perhaps these ads are just harmless fun. One might suppose that the viewer is aware enough to separate fantasy from reality, and we all know that speeding is dangerous. We’re all above-average drivers. We would never try to imitate the extreme stunt driving seen in the ads. But might we be tempted to push the boundaries of speed just a bit?”

Research in various fields has shown that the content of electronic media affects viewer behavior. Most of the research focuses on the effects of violent content on children and adolescents. But there also is evidence that adult attitudes and behavior can be affected by persuasive messages.

Farmer goes on to say that the content of automobile ads is essentially self-regulated in the U.S. As part of its mission to “protect consumers and promote competition,” the Federal Trade Commission (FTC) enforces truth-in-advertising laws. But these laws don’t say anything about the promotion of unsafe driving. The Federal Communications Commission (FCC) requires broadcasters to “operate in the public interest.” Again, though, there is no specific mention of depictions of unsafe driving.

However, there are restrictions on ads promoting some other unsafe behaviors. Federal law prohibits advertising of tobacco products on any electronic medium under FCC jurisdiction. And for many years there have been voluntary restrictions on ads for alcoholic beverages.

The automakers themselves bear responsibility for their advertising content. Some choose to glorify speed to sell vehicles, even as they also tout the safety of their products and conduct safe-driving campaigns. Most vehicle manufacturers include a commitment to safety as part of their mission.

“Advertisers must treat unsafe speed the same way they would treat drunk driving or failure to use a seat belt — behaviors they wouldn’t think of showing in a positive light”, Farmer said. “Today’s vehicles are more reliable, more efficient, more comfortable, and safer than ever before. Shouldn’t that be enough of a selling point?”