The importance of fear reduction in fear-based road safety advertising appeals
Road safety advertisers need to include fear reduction in fear-based advertisements to improve road safety behavioural outcomes. When designing advertisements containing relief components to reinforce safe driving attitudes and practices, there should be greater emphasis on formative research, such as pre-testing advertising concepts to ensure the correct advertising execution is achieved. Defining and selecting target audiences on current attitudes and behaviours, such as offenders (brand loyals), conformers (other brand loyals) and vacillators (switchers), is recommended. Finally, moving beyond the simplistic categorization of fear-based advertising according to 'levels' of fear to a new focus on 'patterns' of fear, which requires the inclusion of a 'fear reduction' mechanism, should increase the effectiveness of road safety advertising.
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Availability:
- Find a library where document is available. Order URL: http://worldcat.org/issn/18329497
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Authors:
- Algie, J
- Publication Date: 2011
Language
- English
Media Info
- Pagination: 99-105
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Serial:
- Journal of the Australasian College of Road Safety
- Volume: 22
- Issue Number: 4
- Publisher: Australasian College of Road Safety
- ISSN: 1832-9497
Subject/Index Terms
- TRT Terms: Advertising; Attitudes; Highway safety; Marketing; Publicity; Safety
- Uncontrolled Terms: Safe systems (road users)
- ATRI Terms: Driver behaviour; Road user behaviour
- ITRD Terms: 2267: Attitude (psychol); 9020: Evaluation (assessment); 1755: Road user
- Subject Areas: Safety and Human Factors; I83: Accidents and the Human Factor;
Filing Info
- Accession Number: 01362544
- Record Type: Publication
- Source Agency: ARRB
- Files: ITRD
- Created Date: Feb 16 2012 7:26AM