Flying is no longer the luxury item it
was in the days of this advert for Pan
Am. Today's advertisements still
promise space and fine dining, yet a
small percentage of passengers
actually get to experience them.
Airline Advertising:
contributing to air rage?
Since the advent of commercial flights in the 1950’s and the introduction of the jumbo jet in 1969, air travel has
been considered the quickest and most efficient way to reach worldwide destinations. Once seen as the
preserve of the rich, travel by aeroplane was traditionally associated with handsome pilots, glamorous
stewardesses and ‘cocktails in the clouds’. But, since the 1980’s flying has become an increasingly accessible
and affordable means of transport for the wider general public. This significant rise in passenger numbers has
inevitably resulted in a higher volume of air traffic, greater competition between airlines, larger airports, and
more seating on aircraft. In addition, security concerns in the wake of the 9/11 hijackings has meant longer
check-in times and lengthy and often inconvenient security checks for all passengers.
Yet, despite these undeniable changes to the overall flying experience, many airlines continue to promote
air travel with images of luxury, relaxation and old-style glamour, and rely heavily on commercial branding and
reputation to win over potential travellers in a competitive market. But to what extent do the promises made in
slick airline advertisements translate into reality? And is there a dangerous disparity opening up between
passenger expectations and the frustrating realties of modern-day air travel? With incidents of ‘air rage’ on the
increase, misleading airline advertisements may be doing more harm than good and potentially compromising
in-flight security writes Jessica Sallabank.
20 Register now for FREE instant access to ASI online by visiting
www.asi-mag.com April 2009 Aviationsecurityinternational
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