Influence of Advertising Billboard Images on Driver Performance

Praise Woeyram Anani

doi:10.7176/dcs/10-6-01

Abstract

Background: The high demand for brand and brand promotion in Ghana seems to be on the rise. Advertisers are making use of every available space to promote and sell their brands, not knowing the silent contribution of some of these billboards to the occurrence of road accidents on the highways of Ghana. External distractions appear to play a major role in at least 6-9% of distraction-affected motor vehicle collisions (MVCs). Driver inattentiveness and distraction are known to be the two main life-threatening factors for road safety globally. Aim: The aim of this study is to explore how the visual elements (images) on billboards distract drivers and influence their performance. Although roadside advertising has been identified as a potential source of driver distraction, little attention has been given to what specifically on the billboard that causes the distraction. Method: For the study to ascertain the influence of advertising billboard images on driver performance, a standard designed questionnaires were administered to 200 drivers at the major bus/truck terminals in Kumasi; both commercial and private drivers who ply the Kumasi -Accra highway on regular basis. Information obtained from the questionnaires was analyzed using Statistical Package for Social Sciences (SPSS). The questionnaires and also to some private car drivers. Results: The study revealed that images on roadside advertising billboards do not only attract the driver’s attention, but also influence the driver’s psyche and consequently take their concentration and focus from their primary driving task. This was evident in the results where 123 (representing 61.5%) of the respondents indicated that they get attracted to the images on the billboards more. Conclusion: The study dealt specifically with the influence billboard images have on drivers and the road user in general. There is the need for further research to be done specifically on the type of images that advertisers should be encouraged to display on the advertising billboards. Keywords: Driver Performance, Drivers attention, Advertising Billboards Images, Traffic Safety, Road Accidents DOI: 10.7176/DCS/10-6-01 Publication date: June 30 th 2020

Highlights

Distraction contributes to motor vehicle crashes when a driver’s attention is diverted away from the driving task at a time when the driver is required to identify and respond to an unexpected hazard or a changing driving situation (NHTSA, 2008)
The results of this study uncovered the silent contribution of billboard images to the occurrence of road accidents on high ways of Ghana, using the main Kumasi-Accra highway as a case study
This study presents a contribution to both the traffic safety research and emerging growth of advertising research as it provides some insights that can help inform future public policy relating to driver distraction and advertising billboards, especially in regards to principles and guidelines for advertising billboard use and its contents

Summary

Introduction

Distraction contributes to motor vehicle crashes when a driver’s attention is diverted away from the driving task at a time when the driver is required to identify and respond to an unexpected hazard or a changing driving situation (NHTSA, 2008). Method: For the study to ascertain the influence of advertising billboard images on driver performance, a standard designed questionnaires were administered to 200 drivers at the major bus/truck terminals in Kumasi; both commercial and private drivers who ply the Kumasi -Accra highway on regular basis. Results: The study revealed that images on roadside advertising billboards do attract the driver’s attention, and influence the driver’s psyche and take their concentration and focus from their primary driving task. This was evident in the results where 123 (representing 61.5%) of the respondents indicated that they get attracted to the images on the billboards more.

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Conclusion