[sustran] marketing as TDM tool

[Carlos Cordero V.]

Dear suscribers,


Behind every publicist there is psicologhist hidden. Car advertisment
use psicologhy as a tool... as any other publicity does  
The main expression of it is the association between women and cars,
not as a drivers but as an objects. i.e. power means a car and beautiful
women.
Publicity, specially car advertisment, need to create an alternative reality
to sell.
Have you notice that tv publicity shows cars alone ? . i.e. in the country 
side or in a empty highway. Traffic does not exist on tv screens. 
When was the last time you have seen or been in an empty highway ?
Maybe  in 1944...

Te idea of marketing as a tool for TDM should not forget that modern publicity
do not use reality  as a tool.

I think most of us trough research and actions are trying to demostrate that
there is a conflict between individual choice, when is guided only by
bussines interest, and social needs.
So TDM marketing should stress that diversity is the solution for a better
mobility and access equity. i.e. also an alternative reality. However in a
real context, possible for everybody.    
CICLORED
Centro de Capacitacio'n y Asesori'a 
para el Transporte y Ambiente 

San Juan 242
Lima 33

tel: 51 1 2717024
fax: 51 1 4472675

e mail: ccordero at amauta.rcp.net.pe