MATEC Web Conf.
Volume 122, 2017XI International Road Safety Seminar GAMBIT 2016
|Number of page(s)||7|
|Section||Road safety management|
|Published online||10 August 2017|
Roadside advertising and the distraction of driver’s attention
1 Motor Transport Institute, Road Traffic Safety Centre, Warsaw, Poland
2 Univeristy of Warsaw, Faculty of Psychology, Warsaw, Poland
* Corresponding author: firstname.lastname@example.org
Distraction during driving is becoming a major problem in contemporary transport and traffic psychology. Concentration may deteriorate complex vehicle systems due to the provision of unnecessary information and use of mobile phones (the problem is not only talking but writing text messages and e-mails, browsing sites, etc.). A significant role is also played by advertisers who use aggressive ways to attract attention and communicate product information, especially because they compete with an already overloaded attention system. On the other hand, the need for stimulation is strong with people increasingly less tolerant to monotony. The RoAdvert project is aimed to develop evidence-based rules of placing roadside advertising with respect to safety and real possibilities of regulating the advertising market, including the optimal level of driver stimulation. The paper will present a preliminary analysis of the survey and experimental research.
© The Authors, published by EDP Sciences, 2017
This is an Open Access article distributed under the terms of the Creative Commons Attribution License 4.0, which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited.
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