Advertising

Road safety advertising is often undertaken by government agencies.  Research may address the relative merits of different approaches such as fear-based appeals or humour, or the effectiveness of advertising targeted to different groups of road users.

For general information, refer to CARRS-Q's fact sheet on Road Safety Advertising [PDF, 829KB].

A theory-based approach to the design and evaluation of anti-speeding messages to target high risk road users' attitudes and behaviours (2009 - in progress)

Delivering road safety messages to the next generation of older drivers (2009)

A content analysis of Australian motor vehicle advertising; and overseas comparison studies (2005 - 2007)

Recent publications by CARRS-Q researchers include:

Lewis, Ioni M. and Watson, Barry C. and White, Katherine M. (2010) Response efficacy : the key to minimizing rejection and maximizing acceptance of emotion-based anti-speeding messages.  Accident Analysis & Prevention, 42(2). pp. 459-467.

Lewis, Ioni M. and Watson, Barry C. and White, Katherine M. (2009) What do we really know about designing and evaluating road safety advertising? : current knowledge and future challenges.  In: Proceedings of : 2009 Australasian Road Safety Research Policing and Education Conference : Smarter, Safer Directions, 11 - 12 November, 2009, Sydney.

Lewis, Ioni M. and Watson, Barry C. and White, Katherine M. (2008) An examination of message-relevant affect in road safety messages : should road safety advertisements aim to make us feel good or bad?  Transportation Research Part F: Traffic Psychology and Behaviour, 11(6). pp. 403-417.

Lewis, Ioni M. (2008) Factors influencing the effectiveness of advertising countermeasures in road safety.  [QUT Thesis]

Lewis, Ioni M. and Watson, Barry C. and White, Katherine M. (2008) Predicting future speeding behaviour: The appeal of positive emotional appeals for high risk road users.  In: High risk road users - motivating behaviour change: what works and what doesn't work? National Conference of the Australasian College of Road Safety and the Travelsafe Committee of the Queensland Parliament, 18-19 September 2008, Brisbane.

Lewis, Ioni M. and Watson, Barry C. and White, Katherine M. (2008) Predicting the acceptance and rejection of emotion-based anti-speeding messages : the role of attitudinal beliefs and personal involvement.  In: 2008 Australasian Road Safety Research, Policing and Education Conference, 9-12 November 2008, Adelaide, South Australia.

Lewis, Ioni M. and Watson, Barry C. and Tay, Richard S. and White, Katherine M. (2007) The Role of Fear Appeals in Improving Driver Safety: A Review of the Effectiveness of Fear-arousing (threat) Appeals in Road Safety Advertising.  International Journal of Behavioral and Consultation Therapy, 3(2). pp. 203-222.

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