The importance of fear-reduction in fear-based road safety advertising appeals
Road safety advertisers need to include fear reduction in fearbasedadvertisements to improve road safety behaviouraloutcomes. When designing advertisements containing reliefcomponents to reinforce safe driving attitudes and practices,there should be greater emphasis on formative research, such aspre-testing advertising concepts to ensure the correctadvertising execution is achieved. Defining and selecting targetaudiences on current attitudes and behaviours, such as offenders(brand loyals), conformers (other brand loyals) and vacillators(switchers), is recommended. Finally, moving beyond thesimplistic categorization of fear-based advertising according to`levelsÃÂ¿ of fear to a new focus on `patternsÃÂ¿ of fear, whichrequires the inclusion of a `fear reductionÃÂ¿ mechanism, shouldincrease the effectiveness of road safety advertising.