Lost in Translation? A Humorous International Driver Sleepiness Advertisement Viewed by Australian Young Drivers

Young drivers have more control over the media they consume than previous generations. Humour is one strategy which may increase the likelihood of a video being watched and remembered. Advertisements available on internet sites have a global audience. Ten young, Australian drivers were asked to view and discuss an international, humorous, animated driver sleepiness advertisement that had more than 1 million YouTube views. Participants reported humour and animation to be video features which made inappropriate light of a serious topic. This negative reception was minimized if viewers were able to interpret actions of how to manage sleepiness from the video.

• Record URL:
  • http://acrs.org.au/publications/acrs-conference-papers/acrs-database/
• Supplemental Notes:
  • Extended abstract only
• Authors:
  • Hawkins, A
  • Filtness, A
  • Kaye, S -
  • Fleiter, J
• Conference:
  • Australasian Road Safety Conference, 2017, Perth, Western Australia, Australia
• Publication Date: 2017-10

Media Info

• Pagination: 2p
• Monograph Title: Proceedings of the 2017 Australasian Road Safety Conference, 10-12 October, Perth, Australia

Subject/Index Terms

• TRT Terms: Advertising; Drivers; Evaluation; Fatigue (Physiological condition); Marketing; Recently qualified drivers; Safety; Safety campaigns; Young adults
• Uncontrolled Terms: Safe systems (road users)
• Geographic Terms: Australia
• ATRI Terms: Advertising; Evaluation; Human fatigue; Safety campaign; Young driver
• ITRD Terms: 9020: Evaluation (assessment); 2222: Fatigue (human)
• Subject Areas: Safety and Human Factors; I83: Accidents and the Human Factor;

Filing Info

• Accession Number: 01661790
• Record Type: Publication
• Source Agency: ARRB
• Files: ITRD, ATRI
• Created Date: Mar 1 2018 10:05AM