Effectiveness of Advertisement for Speeding Behaviours in Drivers

Running head: EFFECTIVNESS OF ADVERTISMENT FOR SPEEDING BEHAVIOURS

A Review of the Effectiveness of Advertisement Campaign as a countermeasure for preventing Speeding Behaviours in Drivers  

Name: Mylinh Huynh

Student number: n8910481

Unit Name: Traffic Psychology

Word Count: 3488

Abstract

This essay discusses about the theoretical and empirical evidence relating to the effectiveness of advertisement as a countermeasure for speeding. The results of the review highlight the mixed and inconsistent findings that have been reported in the literature. While fear arousal appears important for attracting attention, its contribution to behaviour change appears less critical than other factors, such as perceptions of vulnerability and effective coping strategies. Furthermore, physical threat appeals such as death or portraying physical harm is less effective for males then females. Consequently, further research is required to determine the optimum way to utilise advertisement as a countermeasure for speeding.

A Review of the Effectiveness of Advertisement Campaign as a countermeasure for preventing Speeding Behaviours in Drivers  

         Most traffic accidents are caused by dangerous driving habits attained and carried out by drivers. Risky driver behaviours such as speeding and drink driving represent one of the leading causes to road trauma (Boyle, 1984). One of the most prevalent factors contributing to Australia's road death accidents is speeding. According to New South Wales statistical statement about 40% of drivers believed that speeding is the main case to road traumas. (Road Traffic crashes New South Wales, 2011)

For many drivers, following the speed limit can be a problem at some point in time. There's always people running late for appointments, rebellious teen drivers, and fast sports cars who think they have the right to go faster than what the law prohibits (Cameron & Newstead, 2000). Speeding is a customary way for drivers to break the law. However breaking the law usually leads to unpleasant consequences, (Rossiter & Thornton, 2004) for example some drivers may end up with a minor speeding citation, others may lose their license due to points for multiple speeding tickets, however those who excessively speed all the time could land in jail for street racing, or even worse, injure or kill an innocent victim or themselves. All these accidents can be easily avoided if drivers are aware of the dangers speeding behaviours represent to them and other people.                                                                                          Whilst there are many evidence in the literature that road safety countermeasures, such as speed cameras and speeding fines are effective in reducing  speeding behaviours, mass media advertising plays an important role in addressing the effects of the behaviour. Firstly, mass media advertising can be used to maximise the deterrent effects produced from countermeasures by heightening the audience’s perceived risk (Dillard, 1994). Secondly, mass media advertising can work independently to persuade audiences not to speed and thus adopt safer behaviour. Thus, the main aim of this essay is to examine the role that advertisement plays in improving driver’s speeding behaviours. The essay begins by highlighting the concept and theoretical framework in advertisement persuasion, then goes on to the findings and limitations of research studies relevant to the road safety advertising context. Lastly it presents a comparison about the ideas and concept of speeding from an external personal and assumptions and research about speeding behaviour.