Fear patterns: a new approach to designing road safety advertisementsJournal of Prevention & Intervention in the Community
Document TypeJournal Article
AbstractThis research studies fear patterns within fear appeal anti-speeding television commercials. A pattern of fear is the sequence of fear arousal and fear reduction, if any, that is felt by the viewing audience when exposed to a fear appeal advertisement. Many road safety advertisers use fear appeals, such as shock advertising, that result in fear arousal, leaving the viewer feeling extremely tense. The moment-to-moment reactions of young drivers to 12 road safety commercials are gauged using a dynamic, temporal measure of fear. The fear patterns generated from each ad are analyzed and a new perspective on creating fear appeal road safety advertisements, with an emphasis on fear-relief, fear-partial relief, and fear-only patterns, is discussed.
Citation InformationJennifer Algie and John R Rossiter. "Fear patterns: a new approach to designing road safety advertisements" Journal of Prevention & Intervention in the Community Vol. 38 (2010) p. 264 - 279
Available at: http://works.bepress.com/jrossiter/5/