What do we really know about designing and evaluating road safety advertising? : current knowledge and future challenges

Lewis, Ioni M., Watson, Barry C., & White, Katherine M. (2009) What do we really know about designing and evaluating road safety advertising? : current knowledge and future challenges. In Proceedings of : 2009 Australasian Road Safety Research Policing and Education Conference : Smarter, Safer Directions, Sydney, pp. 733-746.

View at publisher


This paper provides much needed consolidation of the available evidence in relation to the design and evaluation of road safety advertising messages. Drawing upon current knowledge, the paper identifies some key challenges for improving both the persuasiveness of messages and the methods utilised to assess their effectiveness. The paper identifies some key message-related and individual difference factors, such as response efficacy, emotion, gender and involvement, which theoretical and empirical evidence has shown to be key determinants of message persuasiveness. In relation to message evaluation, the paper focuses upon research relating to the direct, persuasive role of advertising as opposed to evaluations of the combined effects of advertising and enforcement. The paper reviews methodological limitations of previous studies and gaps in existing knowledge that together limit the ability to draw accurate and comprehensive conclusions regarding message effectiveness. Overall, this paper provides a significant and timely review of what is currently known about road safety advertising design and evaluation.

Impact and interest:

Citation counts are sourced monthly from Scopus and Web of Science® citation databases.

These databases contain citations from different subsets of available publications and different time periods and thus the citation count from each is usually different. Some works are not in either database and no count is displayed. Scopus includes citations from articles published in 1996 onwards, and Web of Science® generally from 1980 onwards.

Citations counts from the Google Scholar™ indexing service can be viewed at the linked Google Scholar™ search.

Full-text downloads:

831 since deposited on 19 Nov 2009
57 in the past twelve months

Full-text downloads displays the total number of times this work’s files (e.g., a PDF) have been downloaded from QUT ePrints as well as the number of downloads in the previous 365 days. The count includes downloads for all files if a work has more than one.

ID Code: 28735
Item Type: Conference Paper
Refereed: Yes
Keywords: road safety advertising, positive versus negative emotion-based appeals, message and individual characteristics, message effectiveness/persuasiveness
Divisions: Current > Research Centres > Centre for Accident Research & Road Safety - Qld (CARRS-Q)
Current > QUT Faculties and Divisions > Faculty of Health
Current > Institutes > Institute of Health and Biomedical Innovation
Current > Schools > School of Psychology & Counselling
Copyright Owner: Copyright 2009 please contact the authors
Deposited On: 19 Nov 2009 23:43
Last Modified: 29 Feb 2012 14:02

Export: EndNote | Dublin Core | BibTeX

Repository Staff Only: item control page