Citation

Algie J. J. Australas. Coll. Road Saf. 2011; 22(4): 99-105.

Copyright

(Copyright © 2011, Australasian College of Road Safety)

DOI

unavailable

PMID

unavailable

Abstract

Road safety advertisers need to include fear r eduction in fear- based advertisements to improve road safety behavioral 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 tar get audiences on current attitudes and behaviors, 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 r eduction' mechanism, should increase the effectiveness of road safety advertising

Keywords: Fear-based appeals, Fear pattern, Fear reduction, Road safety advertising, Road safety campaigns

Language: en