Skip to main content
placeholder image

The importance of fear-reduction in fear-based road safety advertising appeals

Journal Article


Abstract


  • Road safety advertisers need to include fear reduction in fearbased

    advertisements to improve road safety behavioural

    outcomes. When designing advertisements containing relief

    components to reinforce safe driving attitudes and practices,

    there should be greater emphasis on formative research, such as

    pre-testing advertising concepts to ensure the correct

    advertising execution is achieved. Defining and selecting target

    audiences on current attitudes and behaviours, such as offenders

    (brand loyals), conformers (other brand loyals) and vacillators

    (switchers), is recommended. Finally, moving beyond the

    simplistic categorization of fear-based advertising according to

    ‘levels’ of fear to a new focus on ‘patterns’ of fear, which

    requires the inclusion of a ‘fear reduction’ mechanism, should

    increase the effectiveness of road safety advertising.

Publication Date


  • 2011

Citation


  • Algie, J. (2011). The importance of fear-reduction in fear-based road safety advertising appeals. Journal of the Australasian College of Road Safety, 22 (4), 99-105.

Ro Metadata Url


  • http://ro.uow.edu.au/commpapers/1751

Number Of Pages


  • 6

Start Page


  • 99

End Page


  • 105

Volume


  • 22

Issue


  • 4

Place Of Publication


  • Australia

Abstract


  • Road safety advertisers need to include fear reduction in fearbased

    advertisements to improve road safety behavioural

    outcomes. When designing advertisements containing relief

    components to reinforce safe driving attitudes and practices,

    there should be greater emphasis on formative research, such as

    pre-testing advertising concepts to ensure the correct

    advertising execution is achieved. Defining and selecting target

    audiences on current attitudes and behaviours, such as offenders

    (brand loyals), conformers (other brand loyals) and vacillators

    (switchers), is recommended. Finally, moving beyond the

    simplistic categorization of fear-based advertising according to

    ‘levels’ of fear to a new focus on ‘patterns’ of fear, which

    requires the inclusion of a ‘fear reduction’ mechanism, should

    increase the effectiveness of road safety advertising.

Publication Date


  • 2011

Citation


  • Algie, J. (2011). The importance of fear-reduction in fear-based road safety advertising appeals. Journal of the Australasian College of Road Safety, 22 (4), 99-105.

Ro Metadata Url


  • http://ro.uow.edu.au/commpapers/1751

Number Of Pages


  • 6

Start Page


  • 99

End Page


  • 105

Volume


  • 22

Issue


  • 4

Place Of Publication


  • Australia