A study of the road safety authorities use of fear appeals to communicate a public health message
MetadataShow full item record
This dissertation provides an insight into the Road Safety Authorities (RSA) use of fear appeals to communicate a public health message. The RSA use fear appeals such as shock, threats, scare tactics and emotion to communicate a public health message. A fear appeal is a means of persuasion that threatens the audience with a negative physical, psychological or social consequence that is likely to occur if they engage in a particular behaviour. This dissertation provides an insight into: The factors that contribute to road safety The effectiveness of fear appeals as a method of communicating a public health message The impact gender and age has on the effectiveness of a fear appeal advertisement The ethical concerns relating to fear appeal advertising The wear-out effect of fear appeal advertising, and The fear appeal models used to evaluate the effectiveness/ineffectiveness of a particular fear appeal advertisement This study comprises a two stage data collection process. Two focus groups were conducted. One focus group consisted of females and the other of males; the participants were college students between the ages of 18-27. The objective of the focus groups was to gain an insight into the attitudes and opinions regarding the effectiveness of the RSA’s fear appeal advertising from the viewpoint of the target audience. Four in-depth interviews were conducted with road safety experts to identify the effectiveness of RSA fear appeal advertisements from their viewpoint.
- Theses - Business LYIT 
The following license files are associated with this item: