Applying commercial advertising skills in transport planning

The motor car has become more than a means of transport. Despite the high cost and dire road safety problems, the car has become a totem in our social grouping and a metaphor for our lifestyle aspirations. This did not happen by accident. It is the consequence of some 90 years of soft-selling and highly sophisticated marketing. This paper explores the techniques that the advertising profession uses, and touches upon their application in marketing sustainable transport modes.