AN EVALUATION OF THE CINEMA SCREENING OF THE 'CARS KILL' COMMERCIAL

This report contains the results of a research survey, which collected the views of children and young people in Scotland, who have seen the Scottish Road Safety campaign's television "Cars Kill" in cinemas. This commercial is aimed at children aged 8 to 15 years, and aims to alert them to potential dangers on residential roads. The project was conducted by self-completion questionnaires on post cards, given to children who had watched the film "The Lion King" after watching the commercial. 8773 questionnaires were issued during Autumn 1994, in six cinemas in Glasgow, Edinburgh, Dundee and Aberdeen, and 646 responses were received. 2/3 of the respondents were boys and 1/3 were girls; most were aged under 13 years, and most attended a cinema often. The message communicated by the commercial was clear and strong. Attitudes towards the commercial were generally strong and positive. The cinema appears to provide an effective medium for creating awareness and communicating road safety messages. However, cinema audiences are likely to vary from film to film, and this factor should be considered when planning cinema advertising. Extensive tabular data are included.

• Corporate Authors:

  Scottish Office, Central Research Unit

  New St Andrews House
  Edinburgh, ZZ Scotland   
• Publication Date: 1995

Language

• English

Media Info

• Features: References;
• Pagination: II+65P

Subject/Index Terms

• TRT Terms: Children; Interviewing; Messages (Communications); Publicity; Safety; Urban areas
• Geographic Terms: United Kingdom
• ITRD Terms: 1758: Child; 9147: Interview; 8642: Message; 8573: Publicity; 1665: Safety; 8119: United Kingdom; 313: Urban area
• Subject Areas: Safety and Human Factors;

Filing Info

• Accession Number: 00715964
• Record Type: Publication
• Source Agency: Transport Research Laboratory
• Files: ITRD
• Created Date: Jan 31 1996 12:00AM