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Drivers’ perception of two seatbelt wearing advertisements with different emotional appeals and cultural settings.
In this study, a convenient sample of drivers provided their opinions and perceptions of two seatbelt wearing advertisements with different emotional appeals. One advertisement had a more negative emotional appeal (fear) while the other had more a positive emotional appeal (humour). More importantly, they were both produced overseas and one of them was from a very different culture from the viewers. However, both advertisements appeared to possess several of the key message characteristics prescribed by established scientific models. Results revealed that both advertisements were successful in increasing viewers’ intention to wear a seatbelt and obey the seatbelt law. In addition, significant correlations were found between these adaptive intentions and several key message characteristics. Results attested to the importance of using established theoretical models when developing a road safety message.