ABSTRACT
A French automobile tire manufacturer runs an advertising campaign in the United States that features infants and toddlers floating about on the tires in rainy and snowy conditions. An adult voice-over appeals to viewers’ fears about safety for their children while traveling in hazardous conditions. Ironically, this commercial could not air in the manufacturer’s own country because it features children in advertising for a product that they themselves would not buy, and it depicts children outside the surroundings of their everyday lives.
