This research, commissioned by the Transport Accident Commission (TAC), investigated audience perceptions of the television advertising component of the TAC road safety campaign. Ninety drivers rated their reactions to the advertising in general and recalled their initial reactions to a selected set of past advertisements. Participants then viewed the set of advertisements and provided current responses. Results indicated that participants were generally positive toward the campaign and that perceptions were largely driven by the style of advertising (emotive versus enforcement-related). Advertisements deemed to be effective were more likely to be rated as strongly emotive and highly informative or original. Themes (drink-driving, fatigue, speeding) were only indirectly related to perceived effectiveness in so far as they ensured relevance and credibility. There was little fall-off in recall-based to viewing-based responses, with viewing-based responses indicating a stronger likelihood of a positive effect on behaviour. Findings suggest the current emotive intensity of the TAC advertisements is both acceptable and appropriate. It was recommended that the combined emotive/instructive style of advertising be continued. (a) For the covering entry of this conference, please see ITRD abstract no. E202275.
Samenvatting