Drivers Recall and Attitudes Towards Road Safety Advertising

Abstract

This study aims to analyse Portuguese drivers recall and attitudes towards road safety advertising campaigns. Through a quantitative method the authors used a sample of Portuguese drivers. More than a half of the subjects didn’t recall any road safety advertising campaign. The appeals that most influenced driving behaviour were moderate speed and use of seatbelt. The dramatic approach was the one that had most impact, and the death of familiars of the driver the consequence that most influenced drivers. DOI: 10.5585/remark.v9i2.2112