The Effects of Two Road Safety Advertisements on Viewers' Perceptions and Driving Intentions
Tay, Richard S., Champness, Philip G., & Watson, Barry C. (2004) The Effects of Two Road Safety Advertisements on Viewers' Perceptions and Driving Intentions. In 39th Annual Conference of the Canadian Transportation Research Forum, 9-12 May, Calgary, Canada.
Road safety public education campaigns, especially public service announcement and paid television advertising, have been widely used in many countries to raise awareness of the safety issues, influence public attitude and change driver behaviors (Beach 1966; Hutchinson et al 1969; Johnston et al 1973; Kohn 1982; Fry 1996; Ben-Ari et al 2000; Tay 2002, in press). Many of these advertisements appear to be based on the premise that threatening messages that are likely to arouse a high level of fear, for example, by showing a gruesome car crash, are effective in producing attitudinal and behavioral changes (Beach 1966; Johnston et al 1973; Ben-Ari et al 2000; Tay, 1999; Tay & Watson 2002).
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