Abstract
Public opinion is not always consistent with expert opinion. A nationwide CAWI research project was conducted in order to verify Polish drivers’ opinion on roadside advertising and their experience concerning distraction and loss of situational awareness. Research results show that although many drivers have experienced partial loss of situational awareness, most of them are not convinced of the need to restrict roadside advertising. Nonetheless, on the basis of the results, we can identify the most distracting characteristics of roadside advertising as well as socially acceptable rule changes.
Highlights
The idea behind advertising is to have the message memorized or at least acquired by the addressee – a potential client
The effectiveness of driving may decrease as a result of distraction. This leads to the question as to how roadside advertisements influence road safety
Statistical analysis of the number of accidents and behaviour changes reveal some decrease in driver effectiveness in the presence of roadside advertising [1,2], other data suggest the contrary [3]
Summary
The idea behind advertising is to have the message memorized or at least acquired by the addressee – a potential client. The effectiveness of driving may decrease as a result of distraction This leads to the question as to how roadside advertisements influence road safety. Statistical analysis of the number of accidents and behaviour changes reveal some decrease in driver effectiveness in the presence of roadside advertising [1,2], other data suggest the contrary [3]. Driving simulator studies show that in the context of roadside advertising, drivers show more behaviours resulting from inattention [4], memorize traffic signs less effectively and feel more tired [5,6,7], but in each of the studies, some other indicators of driving effectiveness remain unaffected.
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