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- Title
Campanhas portuguesas de prevenção rodoviária: uma análise da sua influência.
- Authors
Cardoso, Paulo Ribeiro; Fonseca, Manuel José
- Abstract
Focused in road safety campaigns, this study aims to analyze the att itude of the Portuguese drivers towards these campaigns, particularly in relation to diff erent creative dimensions. In addition, based on this att itude, this research aims to propose a segmentation of Portuguese drivers according to their att itude towards these campaigns. In terms of methodology we developed a conceptual model involving creative dimensions of these campaigns. Subsequently a questionnaire was administered to a sample of 305 Portuguese drivers, where it was intended to assess the infl uence of each dimension to the driving behavior. Based on the results we come up with some contributions to the validation of the model and also to identify three distinct groups of drivers in terms of att itude to communication campaigns: "Indiff erent", "Infl uenced", and "Interested."As main results, we found that these road safety campaigns are not consensual, and that there are drivers who reject this type of campaigns and others who identify themselves as being strongly infl uenced by them. It was also found that the structure of messages based in dramatic tones and fear appeals could lead to an increase in its persuasive potential.
- Subjects
ROAD safety measures; AUTOMOBILE safety; CONCEPTUAL models; QUESTIONNAIRES; ADVERTISING campaigns; CAMPAIGN management
- Publication
Verso e Reverso, 2012, Vol 26, Issue 62, p62
- ISSN
0103-1414
- Publication type
Article
- DOI
10.4013/ver.2012.26.62.01