Efficiency of Safety Belt Campaigns Analysis

expertness of Safety Belt Campaigns AnalysisThe numbers of deaths have increased immensely in previous years therefore road base hit is a major concern. The RSA constantly try to amplify aw beness of road safety as many drivers ignore new rules of the road. Persuasive communication is utilise through out(a) for all types of advertising and lately is becoming a master(prenominal) method in highlighting the dangers of the road. Persuasive communication is considered to be a communication such(prenominal) as a speech or television advertising that advocates a item side of an issue (Aronson, Wilson and Akert, 2014) and glib-tongued advertisings draw a bead on to persuade individuals to change their outlook on certain issues, such as road safety. Social media websites play a huge role in society today and many of these websites such as Facebook are displaying persuasive advertisements to spread formulate approximately issues more(prenominal) rapidly. The focus of this ingest is about the impact persuasive communication has on road safety and whether put road safety advertisements on loving media websites is a worthwhile ca physical exercise. In this report four trys on persuasive communication are discussed followed by why the RSA should use loving media websites to portray road safety messages.Brijs, Daniels, Brijs and Wets (2011) conducted cardinal sets of studies in fellowship to assess the efficiency of safety flush runnels by inspecting whether universe exposed to the campaign would/would not tinct variables identified by the Theory of Planned Behaviour (TPB) as key elements of behaviour, and to find out whether the way in which musicians would be exposed to the campaign stimulus would affect the campaign stimulus effectiveness (Brijs et al., 2011). It was withal d matchless to swan which of the mingled hypothetical concepts on the use of safety belts would receive most support, i.e., automaticity orgasm (out of habit or as past/rep eated behaviour) or think behaviour approach. Three studies where made up of distinguishable groups of students, aged 18-25, whom were recruited at Hasselt University, twain being experimental groups and cardinal a agree group. The cardinal experimental groups were exposed to the seat belt advertisement in which some(prenominal) motion picture contexts were distinguished from each(prenominal) some distinct(a), i.e., limpid and subliminal exposure (Brijs et al., 2011). distinct exposure signifies that surgical incisionicipants are completely aware of being exposed to a campaign stimulus, i.e., information is processed consciously. For this, the group were asked to view the billboard which was intercommunicate in the lecture room. Subliminal exposure entails participants being unaware of exposure to the stimulus with information being processed pre-attentively (subconscious mode). This group were exposed to the campaign by billboards in their main hall of university . The lead group, however, had no reckon of the campaign. All iii groups past asked filled out a dickens part survey 1 part representing respondent-related background information and the other TPB variables. The results signified that the campaign stimulus used influenced participants evaluation of a series of pregnant determinants of behaviour as well as self-reported behaviour itself (Brijs, et al., 2011). The results alike showed the recorded campaign effect was in the expected direction with higher(prenominal) mean determine for the different variables questioned for participants being exposed to the campaign verses members of the control group (Birjs et al., 2011).A similar take in in regards to seat belt runing was conducted by Tay (2011) in which a sample of drivers supplied their views and awareness of two seatbelt wearing advertisements with dissimilar emotional appeals. This study consisted of 212 drivers, recruited from two separate locations one being a unive rsity to represent the younger population and the blink of an eye a political hack rink as a large percentage of taxi drivers would not wear seatbelts regularly. In the study a questionnaire was first conducted and so two advertisements were shown to the participants and their opinions were recorded and evaluated. The two videos were shown in random order to different participants to reduce any potential order set up one advertisement had a more negative emotional appeal ( idolize) while the other had more a positive emotional appeal (humour) (Tay, 2011). The first advertisement showed a young fe masculine drive force in the pointing on a deserted road the driver sneezed, a ghost in the backseat gave her a tissue causing the driver to brake and the ghost go through the front window. This advertisement utilised mostly humour as an emotional appeal although there might be some attention incorporated as well. More importantly, this video was selected as a humour-establish adver tisement. The second video showed four young adults in a vehicle that was elusive in a collision. In this the unbelted passenger hurled around in the vehicle, killing all occupants and seriously injuring themselves. This advertisement focused on misgiving as an appeal and the advertisement continued with an emergency worker saying, the one without the seatbelt did the damage and and then ended with No Seatbelt, No Excuse (Tay, 2011). To confirm the hypothesis on the dissimilar emotional appeals, participants were asked if they agreed/disagreed that the advertisements they seen were frightening and/or humorous with the use of a 5-point Likert scale. A ten part questionnaire was then through by the participants and several t-tests were then conducted to check this hypothesis. These posterd the sensed severity and likelihood of little terror, the perceived message efficacy, self-efficacy, the perceived cost of threat and benefits of adopting the coping strategy, realism and credi bility of the message and adaptive intentions (Tay, 2011). Results exposed that both advertisements were triumphant in increasing participants intent to wear a safety belt and comply with the safety belt law. In addition results attested to the importance of using established theoretical models when underdeveloped a road safety message (Tay, 2011).Carey and Sarma (2001) conducted a study that explored the effects of viewing death-related facts and graphic, static images of road employment accidents on participants self-reported intentions to comport campaign dangers (Carey and Sarma, 2001). It likewise observed the degree to which personality variables may additionally clear variations in intentional risk taking. The dependent variable was the self-reported intention to take effort risks (Carey and Sarma, 2001). Within this study participants were exposed to mortality salient or neutral facts. The aim of this was to examine threat based advertisements or fear appeals to stim ulate prevention of dangerous driving on young male drivers. This study consisted of eighty males, between 17 and 24 whom all feature full licences. Forty of whom were randomly allocated to mortality salient condition and the other forty to the control. Participants were asked to complete two self-report scales, an experiment, two word based activities and an IVE questionnaire. afterwards the first self-report scale participants in the experimental condition (mortality salient) were asked to read vanadium facts about driving which were accompanied by three images of road traffic accidents supplied by the RSA, relating to mortality-related risks of driving, which were followed by the warning dangerous driving kills and participants in the control condition were asked to read five neutral facts about driving unrelated to risks, crashes or deaths (Carey and Sarma, 2001). Then participants took part in the word-based activities one of which was a word search which had neutral words u nrelated to death and the other consisted of 22 words, eight of which could either be related/unrelated to death and was done to assess death-thought accessibility. An IVE questionnaire was then filled out by participants this was used to measure certain variables. A second self-report scale was carried out to measure participants risky driving interventions in which they were asked to read ten scenarios, each had a situation where one may take a particular driving risk (Carey and Sarma, 2001). Participants were asked to give a percentage answer on how likely they would be to take the risk in each scenario. Results of this study publicized that participants in the mortality salient condition completed more word fragments to make death-related words than those in the control condition and also revealed that impulsiveness correlated significantly with intention to take driving risks (Carey and Sarma, 2001).A Sibley and Harr (2009) experiment investigated the impact that various road safety adverts had on young drivers explicit and implicit self-enhancement biases in driving ability and caution. Self-enhancement is the belief by drivers themselves that they are superior to other drivers in relation to ability and caution. Self-enhancement biases in both of these domains predict crash risk optimism (Harr, Foster, ONeill, 2005 Harr Sibley, 2007). This study consisted of three conditions one with negatively frame in advertisements, another with positively framed advertisements and the last being a control, each involving fifty dollar bill randomly assigned participants (one hundred and fifty in total). These groups were unaware there were different conditions and were told they would be participating in two tasks, which were presented to them as unrelated studies (Sibley Harr, 2009). Firstly the groups were shown a series of advertisements and were then told to rate them according to certain variables. This was primarily to convince participants that viewing t he advertisements was unrelated to the self-enhancement task that followed (Sibley Harr, 2009). Participants viewed three adverts that showed people that were seriously injured/killed during jollify driving accidents in the negative framing condition. In the positive framing condition, participants watched three adverts that showed people choosing to take precautions when it came to drink driving, such as assigning a designated drink driver who wouldnt drink and drive home or opt to getting a taxi. The controlled group watched advertisements that were entirely unrelated to drink driving which involved advertisements on mental illnesses. All groups then took part in what they believed was an unrelated task, in which they completed a series of computerized reaction-time based tasks known as IATs in order to assess implicit driving self-concept with each IAT consisted of seven blocks (Sibley Harr, 2009). Results indicated that those who took part in the positive framed condition dis played a weaker explicit self-enhancement in comparison to those in the negative framed and controlled groups. Although exposure to positively framed advertisements significantly reduced self-enhancement biases in driving ability, it is important to note that participants in this condition still considered themselves better-than-average drivers, just notas furthest aboveaverage as drivers exposed to the control and negative framing condition (Sibley Harr, 2009). However, this study does not indicate if a change in self-enhancement biases would result in a change in behaviour.In experiments it is full of life to recognize strengths, weaknesses or limitations. Having a control, for instance, would be a major strength to have as it keeps balance and gives the experimenter something to compare results against thus leading to a more ample variety of methods. In the experiments above there have also been limitations, such as in the first experiment, in terms of effect size, values obt ained suggested that differences between exposed and unexposed participants were small and in several cases not even statistically significant (Brijs et al., 2011). Also in the last experiment by Sibley and Harr (2009) it was found that men and women were both equally influenced by exposure to different types of driving advertisement.It is clear from the experiments above that persuasive communication plays a vital role in road safety advertisements and is very effective. However, in order to increase this effectiveness the RSA should consider displaying advertisements on social media sites. Social media has emerged from the cyberspaces development which allows for sharing, linking, collaborating, and inclusion of production and distribution of particular substance (Banks, Tay Mason, 2011). Social media has the possibility to control the power of viral marketing and is also more cost effective than traditional media in attaining audiences. Rajagopalan and Subramani (2003) found t hat viral marketing is a powerful means for both marketers and recipients to benefit from the inseparable helpfulness of individuals in social networks and such technologies are being tackle by social marketers using the internet for promotional activities and engaging users in creative processes (Rajagopalan Subramani, 2003). According to Nielson (2012) there is a digital community of 20.4 one million million million users 93% of them accessing the internet daily (Nielsen, 2012), thus it is no wonder that social marketers have addressed the need for social media in their marketing campaigns (Banks, Tay and Mason, 2011). Murray and Lewis (2011) showed how social media helped public health and injury prevention increase dramatically repayable to the use of social media sites and therefore suggest that social media could play an important role in road safety advertising and may be an important mode of delivering road safety communications to high risk road users, especially that of a younger age (Murray Lewis, 2011). Thus the use of social media sites could be an effective tool in the next times of road safety advertisements campaigns.