segunda-feira, 22 de fevereiro de 2016

Mídia tem que repensar propaganda de automóveis para influir na melhoria do trânsito


Esse texto deveria ser lido por um maior número de pessoas. Afinal, ele se refere a um dos principais problemas no trânsito das grandes cidades, que é o uso desnecessário de automóveis. Eles ocorrem por influência da mídia, principalmente pela sobreposição de comerciais de automóveis na televisão - chegam a haver uma média de três por cada intervalo de programa - e pela imagem de status que é trabalhada em torno destes veículos.

Isso deveria acabar. Para haver melhor fluidez no trânsito, é necessário repensar a própria propaganda de automóveis, diminuindo as campanhas de veículos nos intervalos - o ideal é ter apenas um comercial de automóvel por cada intervalo - e evitar divulgar o automóvel como instrumento de ascensão social das pessoas.

Deveria, além disso, restringir as propagandas de automóveis principalmente nas manhãs e tardes, para evitar influenciar o público juvenil, mais vulnerável a campanhas publicitárias, tornando os comerciais mais raros no horário das 5h às 19h, com uma média de um comercial de automóvel (inclui o de peças relacionadas ou de combustíveis) para cada três intervalos de programa de TV.

Nas noites, deveria haver apenas um comercial por intervalo, e talvez mais um de produtos relacionados (bateria, combustível, pneus). Além disso, deveria proibir a associação do automóvel a ideia de ascensão social, ou mesmo de rapidez, porque, com tantos congestionamentos, isso é bem difícil.

Outras medidas para restrição de uso de automóveis pode ser a de pais de família que moram em áreas relativamente próximas às escolas irem a pé para levar e trazer seus filhos. Ou os condomínios também deveriam restringir a saída de automóveis no horário da manhã, criando um mecanismo eletrônico de bloqueio de portões.

Os moradores deveriam também combinar caronas para que, assim, grupos de cinco ou seis pessoas (no caso de haver criança) deixem de usar seus carros pessoais e tire, de cada grupo de cinco automóveis, quatro das ruas.

Na vida noturna, deveria haver também a combinação de que o caronista que leve alguém na volta, se preciso, prolongue seu percurso para deixá-lo em um lugar mais próximo possível de casa ou do transporte para casa. Se isso gasta mais combustível, o fato do caronista não usar o automóvel em outras ocasiões pode compensar.

No mercado de trabalho, deveria haver uma flexibilização do horário, fazendo com que se encerre a exclusividade do limite de 8h às 18h, podendo criar faixas de horário de 6h às 16h, 7 às 17h, 9 às 19h, ou mesmo de 5h às 15h e 10 às 20h, para distribuir melhor o trânsito de automóveis nas idas e voltas ao trabalho.

COMO NOS ANÚNCIOS DE CERVEJA E SUPERMERCADOS - Outra sugestão boa para desestimular o uso de automóveis é colocar um aviso, semelhante ao de comerciais de cerveja e supermercados, no final de cada campanha publicitária.

Desta forma, um comercial de automóvel - que deveria ser restringido, quando muito, a um único comercial por cada intervalo, evitando sobreposição de campanhas - poderia se encerrar com um aviso padrão: "Use automóvel somente quando necessário. Evite congestionamentos". Simples assim.

A Secretaria Municipal de Transportes do Rio de Janeiro (SMTR) anuncia que 700 ônibus sairão das ruas este ano. Isso é grave, e exige da sociedade pensar para evitar que essa retirada reflita no aumento de 50 mil automóveis que se dará com a medida. E que podem ser bem mais do que isso, graças a imagem publicitária do automóvel como "moeda" de ascensão social. Convém repensar toda a publicidade em torno dos carros, para não parar as cidades.

9 comentários:

stephenalex disse...

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