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Lost in Translation? A Humorous International Driver Sleepiness Commercial Viewed by Australian Young Drivers

Hawkins, A., Filtness, A, Kaye, S-A, Fleiter, J

Fatigue & Stress

ARSC conference 2017

Young drivers have more control over the media they consume than previous generations. Humour is one strategy which may increase the likelihood of a video being watched and remembered. Commercials available on internet sites have a global audience. Ten young drivers were asked to view and discuss an international, humorous, animated driver sleepiness commercial that had more than 1 million YouTube views. Participants reported humour and animation to be video features which made inappropriate light of a serious topic. This negative reception was minimised if viewers were able to interpret actions of how to manage sleepiness from the video.