This research aims to find factor structure of the cognitive characteristics of traffic safety advertising video which includes shocking scenes of traffic accidents and to analyse the relationships among the cognition and the bicycle and car driver’s individual traits on traffic knowledge, attitude, and experience. Subjects are high school students and municipal social welfare section workers. Some different experimental designs were used but basically they watched some of those videos and assessed their impression, and besides, they reported their traffic knowledge, attitude, behaviour, experience, and daily life’s attitude. The result showed that the video image consists of four cognitive components as shock, attractiveness, not-understanding, and analysis. And the low risk or high morality group divided based on their traffic traits or daily life was more shocked, attracted, understanding, interested in those videos, and learned more than the high risk or low morality group. This publication may be accessed by Internet users at: http://www.ictct.org/workshop.php?workshop_nr=35
Abstract