A focus of the previous literature on fear appeals in advertising is what, if any, differences exist with regard to gender as a variable. Veuillez choisir votre rgion The 30-second PSA, Get the Message, features clips from people from across the country who lost loved ones in distracted driving crashes and have spoken out through the U.S. Department of Transportations Faces of Distracted Driving campaign. Find out makes a great PSA along with the best PSA examples from the award-winning video experts at RaffertyWeiss. Advertisements that use these appeals influenceon present viewers with the negative outcomes that they may experience as a result of engaging in the depicted unsafe and/or illegal behaviors ( However, males as a group appear less influenced by physical appeals intending to target them ( Accidents from distracted driving occur when the driver's attention is distracted by external factors such as picking calls, answering texts, or even taking a bite. This study took a quantitative approach to examine the relationship between the independent and dependent variables, and answered the aforementioned research questions. Afterwards, they will complete a self-report questionnaire regarding their perceptions of the ad and their intent to engage in cell-phone use while driving. Hastings, Stead, & Webb, 2004: pp. These cookies allow us to count visits and traffic sources so we can measure and improve the performance of our site. , was described and then modified by Bruner, 2009: p. 15 This website uses cookies to improve your experience while you navigate through the website. The distractions comes from text messages, phone calls and radio. CDC twenty four seven. Concerns Regarding the Use of Fear Appeals. Speak up if you are a passenger in a car with a distracted driver. In 2013, 3,154 people were killed in motor vehicle crashes which involved distracted drivers. ). Dahl, Frankenberger, & Manchanda, 2003 They were: more likely to not always wear a seat belt; more likely to ride with a driver who had been drinking alcohol; and. They may have paused for a bit, but they have since resumed. In 2007, Washington state became the first state to ban texting while driving. 10 CDC's GDL Planning Guide Most driving incidents comes from drivers being distracted. You can visit the National Highway Traffic Safety Administrationexternal icon(NHTSA) website for more information on how data on motor vehicle crash deaths are collected and the limitations of distracted driving data. Therefore, some scholars argue that, rather than using scare tactics to persuade people, public health campaigns should focus more on instilling in audiences the belief that they are capable of exercising control over their health behavior and less on attempting to frighten them with fear appeals into ceasing, or not starting, deleterious health habits ( There are three main types of distraction:2, Sources: National Highway Traffic Safety Administration, 2010-2013external icon, 20142018external iconand 2019external icon. In this manner, students could describe their reactions to the PSA and their motivations to engage in distracted driving behaviors open-endedly. Half the screen shows the driver and the other half shows the road. You can get the message from the website. The number of distracted driving incidents can be reduced by public service announcements. This lighthearted PSA doesnt need a graphic car crash to make its point. Saving Lives, Protecting People, National Highway Traffic Safety Administration, states graduated driver licensing system, Federal Motor Carrier Safety Administration, Federal Motor Carrier Safety Administration and the Pipeline and Hazardous Materials Safety Administration, CDC MMWR Transportation Risk Behaviors Among High School Students Youth Risk Behavior Survey, United States, 2019, CDC MMWR Mobile Device Use While Driving United States and Seven European Countries, 2011, Governors Highway Safety Association Distracted Driving, Insurance Institute for Highway Safety Distracted Driving, World Health Organization Mobile Phone Use: A Growing Problem of Driver Distraction, National Institute for Occupational Safety and Health (NIOSH) Distracted Driving at Work, National Highway Traffic Safety Administration (NHTSA) Campaign Materials, Traffic Safety Facts Research Note: Distracted Driving 2019 (DOT HS 813 111), Overview of the National Highway Traffic Safety Administrations Driver Distraction Program (DOT HS 811 299), Transportation Risk Behaviors Among High School Students Youth Risk Behavior Survey, United States, 2019, Evaluation of the NHTSA Distracted Driving High-Visibility Enforcement Demonstration Projects in California and Delaware, Evaluation of NHTSA Distracted Driving Demonstration Projects in Connecticut and New York, Countermeasures that work: A highway safety countermeasures guide for State Highway Safety Offices, 10, Technical Advisory: Shoulder and Edge Line Rumble Strips (T 5040.39, Revision 1), Centers for Disease Control and Prevention, National Center for Injury Prevention and Control, Motor Vehicle Prioritizing Interventions and Cost Calculator for States (MV PICCS), What Works: Strategies to Increase Car Seat and Booster Seat Use, What Works: Strategies to Increase Restraint Use, What Works: Strategies to Reduce or Prevent Alcohol-Impaired Driving, Increasing Alcohol Ignition Interlock Use, Roadway to Safer Tribal Communities Toolkit, U.S. Department of Health & Human Services. Moreover, 42.2% of students somewhat agreed and 22.5% strongly agreed that they were more likely to speak up when they were passengers and a driver was texting. Like the previous clip, this video takes place on a driving track. Secure .gov websites use HTTPS The Centers for Disease Control and Prevention (CDC) cannot attest to the accuracy of a non-federal website. claim that threatening advertisements have been widely used in the social marketing of road safety (p. 48). This phenomenon, generally referred to as distracted driving, is at the basis of numerous new traffic safety laws and campaigns aimed at preventing car accidents and loss of life on the road. The video ends with a simple message: Other people make mistakes. The implication is that you cant control other drivers, but there are steps you can takelike slowing down and paying attentionto mitigate others mistakes. ). Lewis, Watson, & Tay, 2007: p. 49 Necessary cookies are absolutely essential for the website to function properly. Suddenly, the driver in front of them made an illegal left turn through a red light. Nicholson & Xiao, 2011: p. 2529 Rogers, 1983 National Highway Traffic Safety Administration (2011), Lennon, Rentfro, & OLeary, 2010: p. 96, Lennon, Rentfro, & OLeary, 2010: p. 95, Dahl, Frankenberger. Its a powerful statement: children learn behavior from parents and its up to adults to be good role models while driving. Lewis, Watson and Tay (2007) Using an app. In their review of numerous studies that have utilized fear appeals, These cookies ensure basic functionalities and security features of the website, anonymously. RQ 2: Do responses to the PSA differ according to gender? ; Schoenbachler & Whittler, 1996: p. 52 Can a PSA help reduce the number of distracted driving incidents argumentative essay? Hastings, Stead and Webb (2004) Lewis, Watson, & Tay, 2007 One tactic that is commonly found in these messages and studied in past research is the use of shocking content and/or appeals to fear ( If a person tries to text or call while they are driving, they don't get any money. Brennan and Binney (2010) The goal behind this strategy is grounded in the notion that fear makes individuals feel tense and anxious, thus they will seek ways to reduce these feelings ( Therefore, organizations such as the National Highway Traffic Safety Administration have tried to create persuasive campaigns to reach drivers and tackle this hazardous activity. The ad discourages distracted driving by portraying three different drivers, each using a cellular telephone while driving, in what appears to be an everyday American setting. ). CDC is not responsible for Section 508 compliance (accessibility) on other federal or private website. In 2022, the U.S. Department of Transportation released the, In 2021, Congress provided resources to add distracted driving awareness as part of drivers license exams as part of the. looked specifically at PSAs designed to discourage the use of illegal drugs by adolescents, their findings could help in the creation of various other social marketing campaigns. That is, advertising messages in this category may grasp audience awareness in the short-term, but may not necessarily accomplish the objective of enhancing driver safety in the long-term. This theory attempts to explain and predict how individuals will respond to a communication message utilizing appeals to fear. Finally, a main limitation was that reported intentions might not fully and accurately determine actual behavior in people. ; 1 out of 4 car crashes in the US is caused by texting while driving. National Highway Traffic Safety Administration. Judy Teater is a founding board member of FocusDriven, the first national nonprofit organization devoted specifically to raising awareness about the dangers of distracted driving. ). Given the pervasiveness of handheld technology in our society, there has been growing concern about the risks involved with using such devices, specifically cell phones, while operating a vehicle. National Highway Traffic Safety Administration. ; However, you may visit "Cookie Settings" to provide a controlled consent. Its a deadly trend on American roads, and its getting worse. Another chi-square test was run for gender and intention to speak up when another driver is texting. From 2010 to 2013, NHTSA evaluated distracted driving HVE demonstration projects in four communities. 1200 New Jersey Avenue, SE Responses were analyzed to gauge the effectiveness of the PSA and look for the presence of gender differences and the third-person effect within the sample. Previous research has looked at the ways in which fear is used and the effectiveness of doing so ( According to a study posted on toddminerlaw's website it states that research hasshown that Florida is the second worst state in the us for distracted driving. Advances in Journalism and Communication ). But this hilarious distracted driving PSA presents a rather unorthodox solution. Centers for Disease Control and Prevention. Bitte whlen Sie Ihre Region aus. The cookie is used to store the user consent for the cookies in the category "Other. ). Texting or emailing while driving was more common among older students than younger students (see figure below) and more common among White students (44%) than Black (30%) or Hispanic students (35%). Margay's mother, Elissa Schee, is a founding board member of FocusDriven, the first national nonprofit organization devoted specifically to raising awareness about the dangers of distracted driving. Share sensitive information only on official, secure websites. NHTSA, 2011 Lennon, Rentfro and OLeary (2010) To honor her brother's memory, Loren Vaillancourt has been using her visibility as Miss South Dakota 2010 to speak with schools and organizations throughout her state about the dangers of distracted driving.
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