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Factors influencing the effectiveness of advertising countermeasures in road safety

This program of research investigates the persuasive outcomes of different emotional health messages in an important applied context, road safety. In this context the use of negative, fear-based approaches has predominated with limited use of more positive-based approaches such as humorous- or pride-based emotional appeals. The overarching aim of the current research program was to examine the effectiveness (i.e., persuasiveness) of positive and negative emotional appeals and, specifically, the issue- or message-relevant affect that such appeals evoke. An additional aim was to ascertain the relative influence and effectiveness of positive and negative emotional appeals for specific target audiences. Particular attention was given to the effectiveness of such messages for males, a high risk road user group of particular concern. The research program also aimed to examine the relative roles and interplay of emotion and cognition in determining message effectiveness. Overall, the current research program, based upon a sound, multi-disciplinary theoretical framework, provided evidence for the need to broaden the scope of emotional appeals in the road safety advertising context and which may also be relevant within a wider health persuasion context. The results of the studies have important theoretical and practical implications for future campaign development which are discussed. (a)

  • Corporate Authors:

    Queensland University of Technology

    2 George Street, GPO Box 2434
    Brisbane,   Australia  4001
  • Authors:
    • LEWIS, I M
  • Publication Date: 2008

Language

  • English

Media Info

  • Pagination: 347P

Subject/Index Terms

Filing Info

  • Accession Number: 01125016
  • Record Type: Publication
  • Source Agency: TRL
  • Files: ITRD, ATRI
  • Created Date: Mar 30 2009 6:19AM