The lure of Smart Cars: How to analyze gender and diversity in visual car branding
Research output: Chapter in Book/Report/Conference proceeding › Article in proceedings › Research › peer-review
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The lure of Smart Cars : How to analyze gender and diversity in visual car branding . / Rømer , Hilda ; Nielsen, Louise Anker Nexø; Pedersen, Stine.
Proceedings of the Travel Demand Management TDM: Symposium 2021: Gender and Equality in Transport. 10TH INTERNATIONAL TRAVEL DEMAND MANAGEMENT (TDM) SYMPOSIUM IN CONJUNCTION WITH TINNGO AND DIAMOND FINAL CONFERENCE. ed. / Maria Chiara Leva; Augustus Ababio-Donkor; Ajeni Thimnu. Dublin : Technological University Dublin, 2021. p. 111-124.Research output: Chapter in Book/Report/Conference proceeding › Article in proceedings › Research › peer-review
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RIS
TY - GEN
T1 - The lure of Smart Cars
T2 - How to analyze gender and diversity in visual car branding
AU - Rømer , Hilda
AU - Nielsen, Louise Anker Nexø
AU - Pedersen, Stine
PY - 2021
Y1 - 2021
N2 - Currently Europe regards itself as a leading part in the global race towards smart automated transport. According to ERTRAC, European Road Transport Research Advisory Council, automated driving innovation is motivated by both technological advancements as well as social goals of equality. This paper shows how such perspectives of technology and social goals of equality are carved out and handled in visual e-marketing strategies by a couple of high end car producers. Using visual analysis, a range of yOUtube videos from car producers such as Volvo and BMW are scrutinized with a focus on representations of gender, class, and ethnicity. The visual representations in the promotional videos show that the car companies try to maintain their own unique profile and brand including a blend of social, gendered, and national and regionalcharacteristics in the intensified competition at the global car market. Both Volvo and BMW use emarketing in a broader effort of mobilization of memories, feelings, and identities in favor of energy saving; yet they still promote a car centric society as a signpost for modern society and smart middle class mobility.
AB - Currently Europe regards itself as a leading part in the global race towards smart automated transport. According to ERTRAC, European Road Transport Research Advisory Council, automated driving innovation is motivated by both technological advancements as well as social goals of equality. This paper shows how such perspectives of technology and social goals of equality are carved out and handled in visual e-marketing strategies by a couple of high end car producers. Using visual analysis, a range of yOUtube videos from car producers such as Volvo and BMW are scrutinized with a focus on representations of gender, class, and ethnicity. The visual representations in the promotional videos show that the car companies try to maintain their own unique profile and brand including a blend of social, gendered, and national and regionalcharacteristics in the intensified competition at the global car market. Both Volvo and BMW use emarketing in a broader effort of mobilization of memories, feelings, and identities in favor of energy saving; yet they still promote a car centric society as a signpost for modern society and smart middle class mobility.
U2 - 10.21427/yewc-rq34
DO - 10.21427/yewc-rq34
M3 - Article in proceedings
SN - 2811-5341
SP - 111
EP - 124
BT - Proceedings of the Travel Demand Management TDM: Symposium 2021:
A2 - Leva, Maria Chiara
A2 - Ababio-Donkor, Augustus
A2 - Thimnu, Ajeni
PB - Technological University Dublin
CY - Dublin
ER -
ID: 385226441