RTA report reveals potential link between aggressive advertising and reckless use
Responsible Trails America (RTA) is looking into the effects of aggressive marketing and rider group rhetoric on reckless off-road vehicle (ORV) use in its new report, "Ads, Rhetoric, Behavior.” The report found a correlation with the growing subculture of reckless riders who trespass, ruin hunting and fishing, harass livestock and threaten others using the outdoors.
RTA reports it also found that reckless riding is beginning to spin out of control in many parts of the country, especially in rural areas, causing fed-up property owners to begin taking matters into their own hands.
RTA examined a five year period of TV advertisements by four major ORV manufacturers between Jan. 1, 2004 and Jan. 31, 2009, as well as two decades of public statements by the highest-profile, manufacturer-supported user group, the BlueRibbon Coalition (BRC). It also looked at reported incidents of reckless ORV riders breaking the law and threatening others.
Through its research, RTA concluded that aggressive behavior is being glorified in the commercials that were examined, and defended by often extreme rhetoric used by the BRC.
"We think the ORV manufacturers need to take a hard look at the growing liability and public relations problems that are building for them in the near future because of this growing reckless riding problem. These manufacturers are facing very tough economic challenges already, and we feel that they would benefit from re-examining both their marketing materials and their sponsorship of the BRC," says RTA Executive Director Harrison Schmitt.
Examples of extreme advertising rhetoric in the report include:
• A Suzuki ad filmed in Death Valley National Park that says "There's not a trail where I couldn't take it." Except they are not supposed to take it to Death Valley National Park, where off-road vehicles, like ATVs, are not allowed.
• A different Suzuki ad tells viewers to "get out of the way" if they've never ridden ORVs.
• A Polaris ad featuring their then-CEO Tom Tiller challenging the CEOs of other ORV manufacturers by name to a competition that he refers to as a duel. The follow-up ad shows the CEO saying that the other companies declined his offer and closes by saying "Now if you'll excuse me, I've got some frustrations to work out with six other guys," as he walks to his ORV.
• Another Polaris ad states flatly, "If it intimidates you, step aside."
Examples of extreme rhetoric used by the BlueRibbon Coalition in the report include:
• "What drives a lot of this stuff is fear...you become bitter, angry and a little afraid."
• "We are at war."
• "...soldiers of the environmental jihad...are willing to put the health of a few, part-time, seasonal employees at risk..."
Examples of conflict caused by reckless ORV use in the report include:
• In April 2008, a property owner in central California was physically assaulted after confronting an ORV rider trespassing on his property.
• In January 2008, an elderly woman in Montana was threatened with "a bullet in her head" after she spoke in favor of natural resource protection at an ORV planning meeting held at a local church.
• In May 2007, near riot conditions arose in Little Sahara Recreation Area in Utah.
And in May 2007, a Pennsylvania conservation officer was dragged for nearly a quarter of a mile by an ORV after he tried to stop the individual for riding in a closed area.
Even as RTA was concluding its research, it reports it began receiving threatening e-mails, including one writer promising to "run over the next fly fisherman I see," and another saying, "we are citizens too, and I probably own a gun, what about you?"
For the complete report, visit http://www.responsibletrails.org/Ads_Rhetoric_Behavior.pdf.
