Should road safety campaigns use high profile spokespersons?

Author(s)
Elliott, B.
Year
Abstract

This review examines the evidence relating to the benefits and risks of using high profile presenters such as sports heroes in road safety mass media campaigns. The theories relating to source effects and celebrity presenters are examined along with the empirical evidence from communication and advertising research. The approaches used by advertising practitioners are also examined. The review concludes with the author's proposed set of guidelines in considering using sports heroes or other celebrities and other decision processes to be considered. (Author/publisher) For the covering entry of this conference, please see ITRD abstract no. E210298.

Request publication

1 + 1 =
Solve this simple math problem and enter the result. E.g. for 1+3, enter 4.

Publication

Library number
C 29197 (In: C 29121 CD-ROM) /83 / ITRD E210454
Source

In: Proceedings of the 2003 Road Safety Research, Policing and Education Conference 2003, Sydney, Australia, 24-26 September 2003, Pp

Our collection

This publication is one of our other publications, and part of our extensive collection of road safety literature, that also includes the SWOV publications.