Advertisement Critique #328

Earlier today, on my way to Esoteric Bookshop in Murrumbeena, I noticed a TAC advertisement on the side of the freeway. It read simply: Motorcyclists have 38 times the risk of serious injury. I found the advertisement online. Check it out.

Compared to what? 38 times the risk of injury compared to what? Trapeze artists? Toddlers on trampolines?

OK, so I realise they are talking about recklessly driving vehicles, probably cars. What about trucks? How much safer than motorcycles are trucks? Where did they pull the ratio from and why can't they even complete the sentence?

I guess your average human wouldn't have time to read "Motorcyclists have 38 times the risk of injury, compared to the driver of a regular automobile, if an accident occurs while driving over the speed limit on this very freeway" while whizzing past the ad, doing about 100km/h on Eastlink. It'd make me happy to see though.