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http://dx.doi.org/10.14400/JDC.2017.15.11.77

A Study on Improvement Direction of Public Service Advertisement to Prevent Drowsiness Driving on Highway  

Kwon, Jun-Ho (Dept. School of Art and Design Seo Won University, The Society of Digital Policy & Management)
Publication Information
Journal of Digital Convergence / v.15, no.11, 2017 , pp. 77-83 More about this Journal
Abstract
The Korea Expressway Corporation announced that road casualties on expressways in 2016 were 262 deaths, a 24% decrease compared to 343 deaths in 2015, thanks to the expansion of rest areas for sleepy drivers. And the installation of large-sized banners containing strong messages such as "dozing while driving means your death" helped to reduce the casualty caused by driving while drowsy by 35% compared to that in 2015. Accordingly, this study tried to analyze the impact of public advertisements designed to prohibit dozing while driving on expressways upon drivers, and to present a direction for improvement of such public advertisements in the future. Based on case studies and library researches, the study contemplated the effects of public advertisements on expressways at home and abroad. It was confirmed that the accident rate has been higher on straight roads than on curved roads and that the framing of negative messages using provocative images or slogans on traffic accidents has been considerably effective. In conclusion, if the installation of outdoor billboards for public advertisements at rest areas for sleepy drivers is institutionalized and the systematic provision of information by road section inside and outside of vehicles via Variable Message Sign (VMS) services on expressways, outdoor billboards, or navigation services (including smartphones) is available, it would be possible to maximize the effect of the public advertisements.
Keywords
Public service advertising; sleepiness shelter; message framing; outdoor billboard; VMS(Variable Message Sign);
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