Road trauma perceptions and the potential influence of the media

The United Nations Decade of Action for Road Safety (2011–2020) recognises the urgency of addressing global road trauma. Road crashes and attempts to reduce risky driving, including public education campaigns, receive media attention in many countries. In Australia, road fatalities have declined significantly. However, the extent of awareness about this success and of fatalities overall is unclear. A survey of 833 Australian drivers revealed the majority of participants under-estimated fatalities. Unexpectedly, some under-estimates appear based on recollections of media reports. The findings suggest lack of awareness of the extent of road deaths and that, paradoxically, media reports might contribute to under-estimations. This represents a major public health challenge. Engaging community support for road safety, relative to other health/safety messages, may prove difficult if the extent of road trauma is misunderstood. Misperceptions about fatality levels may be a barrier to road users adopting safety precautions or supporting further road safety countermeasures.     

Impact of lowering the legal blood alcohol concentration limit to 0.03 on male, female and teenage drivers involved alcohol-related crashes in Japan

In June of 2002, a revision to part of the Road Traffic Act drastically increased the penalties for drinking and driving offences in Japan. Most notably, the legal blood alcohol concentration (BAC) limit for driving was lowered from 0.05 mg/ml to 0.03 mg/ml. The rationale for the new lower BAC limit was predicated on the assumption that drinking drivers will comply with the new, lower limit by reducing the amount of alcohol they consume prior to driving, thereby lowering their risk of crash involvement. This, in turn, would lead to fewer alcohol-related crashes. A key limitation of previous lower BAC evaluation research in determining the effectiveness of lower legal BAC limit policies is the assumption of population homogeneity in responding to the laws. The present analysis is unique in this perspective and focuses on the evaluation of the impact of BAC limit reduction on different segments of the population. The chief objective of this research is to quantify the extent to which lowering the legal limit of BAC has reduced male, female and teenager involvement in motor vehicle crashes in Japan since 2002. Most notably, the introduction of reduced BAC limit legislation resulted in a statistically significant decrease in the number of alcohol-impaired drivers on the road in Japan, indicating responsiveness to the legal change among adults and teenagers. In addition, this preliminary assessment appears to indicate that the implementation of 0.03 BAC laws and other associated activities are associated with statistically significant reductions in alcohol-involved motor vehicle crashes. In comparison, the rates of total crashes showed no statistically significant decline nor increase in the period following the introduction of the BAC law, indicating that the lower BAC limit only had an effect on alcohol-related crashes in Japan. The evidence suggests that the lower BAC legal limit and perceived risk of detection are the two most important factors resulting in a sustained change in drinking and driving behaviour in Japan. It is recommended that future research and resources in other countries be focused on these factors as determinants to reduced alcohol-related crashes.     

Objective assessment of the effects of texting while driving: a simulator study

Recent advances in electronic communication technology led to many drivers opting to send and receive text messages while driving. This, inevitably, has a potential to distract drivers, impair driving performance and lead to crashes. This study aims to assess the risk involved in texting while driving through assessing the distraction caused and determining the change in key driving performance indicators. Twenty-one paid young male volunteers were recruited to participate in this study. Each participant drove a driving simulator on four different scenarios involving driving while texting and without texting on highways and town roads. Results showed that texting while driving led, on average, to five times more crashes than driving without texting. Due to distraction also, participants unnecessarily crossed lane boundaries and road boundaries more often while texting as compared to driving without texting. Moreover, distraction due to texting led to participants deviating their eyes off the road while texting 15 times per session, on average, more than without texting. Results demonstrated a high-risk level of distraction and clear impairment in drivers’ ability to drive safely due to texting. Based on the results, practical recommendations to combat this phenomenon are given.     

Intervention analysis of the safety effects of a legislation targeting excessive speeding in Canada

Excessive speeding is a major traffic safety concern consequently, numerous countermeasures have been considered to mitigate this problem. Excessive speeding, street racing and stunt driving activities subject all road users to extreme risk. To address this problem, three Canadian provinces introduced severe sanctions against drivers who exceed speed limits by high margins. Under the laws offenders were subject to immediate license suspension and vehicle impoundment. In this paper, intervention analysis of the collision data from the three provinces was conducted to identify the safety effects of the legislation. The analysis aims to identify changes in the time series behaviour of collision data after the adoption of the law. The changes were assessed for statistical significance, and the magnitude of the change was quantified. In general, the paper showed that the legislative changes were associated with drops in province-wide fatal collisions substantiating the safety benefits of introducing such legislation against excessive speeders.     

Driving behaviours,traffic risk and road safety: comparative study between Malaysia and Singapore

The present study aims to investigate differences in road safety attitude, driver behaviour and traffic risk perception between Malaysia and Singapore. A questionnaire-based survey was conducted among a sample of Singaporean (n = 187) and Malaysian (n = 313) road users. The data was analysed using confirmatory factor analysis and structural equation modelling applied to measure comparative fit indices of Malaysian and Singaporean respondents. The results show that the perceived traffic risk of Malaysian respondents is higher than Singaporean counterparts. Moreover, the structural equation modelling has confirmed perceived traffic risk performing the role of full mediation between perceived driving skills and perceived road safety for both the countries, while perceived traffic skills was found to perform the role of partial mediation between aggression and anxiety, on one hand, and road safety, on the other hand, in Malaysia and Singapore. In addition, in both countries, a weak correlation between perceived driving skills, aggression and anxiety with perceived road safety was found, while a strong correlation exists with traffic risk perception. The findings of this study have been discussed in terms of theoretical, practical and conceptual implications for both scholars and policy-makers to better understand the young drivers’ attitude and behaviour relationship towards road safety measures with a view to future research.     

The impact of traffic sign deficit on road traffic accidents in Nigeria

This study assesses the impact of traffic sign deficit on road traffic accidents in Nigeria. The participants were 720 commercial vehicle drivers. While simple random sampling was used to select 6 out of 137 federal highways, stratified random sampling was used to select six categories of commercial vehicle drivers. The study used qual-dominant mixed methods approach comprising key informant interviews; group interviews; field observation; policy appraisal and secondary literature on traffic signs. Result shows that the failure of government to provide and maintain traffic signs in order to guide road users through the numerous accident black spots on the highways is the major cause of road accidents in Nigeria. The study argues that provision and maintenance of traffic signs present opportunity to promoting safety on the highways and achieving the sustainable development goals.     

Towards operationalising and measuring the Traffic Safety Culture construct

The purpose of this study was to increase our understanding of traffic safety culture (TSC) by identifying its constituent components. A review of existing safety culture literature was conducted. Next, 18 international experts participated in a Delphi Technique to rate candidate TSC components. Corresponding survey items were then developed and pretested. Our final survey instrument was mailed to a representative sample of 1700 US households. Their data were used to conduct a factor analysis that yielded a 15 factor structure. The factors that explained the most variance in TSC were support for increased government attention to traffic safety, strict monitoring and control of alcohol-impaired drivers, disapproval of speeding, and avoidance of aggressive driving. Other factors included local engagement, desire for government and private sector accountability, more information, school involvement, teen restrictions, willingness to invest and seatbelt use. This work represents a first attempt to operationalise TSC. Future research will be needed to refine and extend the tentative structure that has been identified. Valid and reliable measurement of this construct should facilitate traffic safety advocates' efforts to overcome the social challenges they face.     

Enhancing Recall and Recognition for Brand Names and Body Copy: A Mixed-Language Approach

As the inclusion of foreign languages in advertisements is a growing global trend, this research examines how language choice may influence important advertising outcome measures within a South Korean advertising context. Specifically, the study aims to explore how foreign and local languages influence recall and recognition for brand name and body copy messages. The interaction of using two languages in an advertisement, to convey different elements of the ad may secure varied levels of attention and comprehension. The findings suggest that recall and recognition are significantly affected by the language presented. An ad presenting a brand name in the foreign language (English Roman alphabet) with the body copy message in the local language (Hangul) is an effective strategy to enhance recall and recognition of the brand name and the ad message within the Korean youth market. The results of this study expand linguistic theory within an advertising context while also providing international advertisers with useful tips when operating in a multinational marketplace. Future research avenues are discussed.     

Fatal and serious road crashes involving young New Zealand drivers: a latent class clustering approach

The over-representation of young drivers in road crashes remains an important concern worldwide. Cluster analysis has been applied to young driver sub-groups, but its application by analysing crash occurrence is just emerging. We present a classification analysis that advances the field through a holistic overview of crash patterns useful for designing youth-targeted road safety programmes. We compiled a database of 8644 New Zealand crashes from 2002 to 2011 involving at least one 15–24-year-old driver and a fatal or serious injury for at least one road user. We considered crash location, infrastructure characteristics, environmental conditions, demographic characteristics, driving behaviour, and pre-crash manoeuvres. The analysis yielded 15 and 8 latent classes of, respectively, single-vehicle and multi-vehicle crashes, and average posterior probabilities measured the odds of correct classification that revealed how the identified clusters contain mostly crashes of a particular class and all the crashes of that class. The results raised three major safety concerns for young drivers that should be addressed: (1) reckless driving and traffic law violations; (2) inattention, error, and hazard perception problems; and (3) interaction with road geometry and lighting conditions, especially on high-speed open roads and state highways.     

Traffic law enforcement in Hyderabad, India

The aim of the study was to understand traffic law enforcement (TLE) carried out by the police to reduce non-compliance with traffic laws on the roads of Hyderabad city in India for 2001-2003. The Traffic Police database of citations issued to drivers who violated traffic laws in Hyderabad was analysed for the years 2001-2003 to describe the TLE activities of the police, to describe and compare the TLE activities for the different types of vehicles and to compare the TLE activities for the 3 years. The violations were classified in five categories - those related to driving, parking, vehicle, document and others; and TLE into safety and other TLE. A total of 646 161 traffic-law violations were registered in 2001, 904 447 in 2002 and 964 275 in 2003 for Hyderabad. Driving and parking violations were the most common violations registered in all 3 years, with parking violations slightly higher in 2001 (43.5%) and driving violations slightly higher in 2002 (35%) and 2003 (36.4%). Auto-rickshaws (three-wheel commercial passenger vehicles) accounted for the highest violations registered in 2001 (41.4%) whereas motorized two-wheelers had the highest registered violations in 2002 (35.5%) and 2003 (33.2%). Safety TLE activity (detecting and registering driving violations) was only one-third of all the TLE activity performed by the police in the 3 years, and disobeying traffic signals was the most common violation registered under safety TLE. Indian rupees 50 (US$1.1) were collected by way of a fine in 87% of the cases registered. Age and gender of the violators were not recorded in the database. These data can be used for planning, monitoring and evaluating TLE in Hyderabad. These can help identify traffic control and human factors that could lead to traffic noncompliance, and help identify priorities for improving road safety. These data indicate a need to enhance the safety TLE activity of the police, to make TLE more visible in Hyderabad, and to assess the effectiveness of the current legal action as deterrence to improve road safety. Recommendations to enhance TLE within the given resources of the police are made. More effort is needed towards systematic collection and analysis of data on TLE in India to facilitate long-term improvements in TLE for safer roads.     

Road traffic injuries in Colombia

Road traffic injuries are a leading public health problem in Colombia. Pedestrians are the most vulnerable road users, especially in the main urban centers of Bogotá, Medellin and Cali. Data analyzed in this report include official statistics from the National Police and the National Institute of Legal Medicine and Forensic Sciences for 1996-2000, and results of a study conducted at the National University of Colombia in 2000. Methods from the Highway Capacity Manual were used for determining physical and technical variables, and a Geographical Information System tool was used for the location and spatial analysis of the road traffic crashes. Pedestrians accounted for close to 32% of injuries and 40% of the deaths from road traffic crashes. The problem of road traffic crashes existed predominately in urban areas. In the main urban centers, pedestrians constituted nearly 68% of road traffic crash victims. The high level of risky road use behaviors demonstrated by pedestrians and drivers, and inadequate infrastructure for safe mobility of pedestrians in some sections of the road network were the main contributing factors. Major improvements were achieved in Bogotá following enhancements to the municipal transport system and other policies introduced since 1995. In conclusion, policies and programs for improving road safety, in particular pedestrian safety, and strengthening urban planning are top priority.     

The Beliefs Which Influence Young Males to Speed and Strategies to Slow Them Down: Informing the Content of Antispeeding Messages

Young male drivers are overrepresented in road‐related fatalities. Speeding represents a pervasive and significant contributor to road trauma. Antispeeding messages represent a long‐standing strategy aimed at discouraging drivers from speeding. These messages, however, have not always achieved their persuasive objectives that may be due, in part, to them not always targeting the most salient beliefs underpinning the speeding behavior of particular driver groups. The current study elicited key beliefs underpinning speeding behavior as well as strategies used to avoid speeding, using a well‐validated belief‐based model, the theory of planned behavior, and in‐depth qualitative methods. To obtain the most comprehensive understanding about the salient beliefs and strategies of young male drivers, how such beliefs and strategies compared with those of drivers of varying ages and gender, was also explored. Overall, 75 males and females (aged 17–25 or 30–55) participated in group discussions. The findings revealed beliefs that were particularly relevant to young males and that would likely represent key foci for developing message content. For instance, the need to feel in control and the desire to experience positive affect when driving were salient advantages; while infringements were a salient disadvantage and, in particular, the loss of points and the implications associated with potential license loss as opposed to the monetary (fine) loss (behavioral beliefs). For normative influences, young males appeared to hold notable misperceptions (compared with other drivers, such as young females); for instance, young males believed that females/girlfriends were impressed by their speeding. In the case of control beliefs, the findings revealed low perceptions of control with respect to being able to not speed and a belief that something “extraordinary” would need to happen for a young male driver to lose control of their vehicle while speeding. The practical implications of the findings, in terms of providing suggestions for devising the content of antispeeding messages, are discussed.     

Traffic law enforcement in Hyderabad,India

The aim of the study was to understand traffic law enforcement (TLE) carried out by the police to reduce non-compliance with traffic laws on the roads of Hyderabad city in India for 2001?–?2003.

The Traffic Police database of citations issued to drivers who violated traffic laws in Hyderabad was analysed for the years 2001?–?2003 to describe the TLE activities of the police, to describe and compare the TLE activities for the different types of vehicles and to compare the TLE activities for the 3 years. The violations were classified in five categories – those related to driving, parking, vehicle, document and others; and TLE into safety and other TLE.

A total of 646?161 traffic-law violations were registered in 2001, 904?447 in 2002 and 964?275 in 2003 for Hyderabad. Driving and parking violations were the most common violations registered in all 3 years, with parking violations slightly higher in 2001 (43.5%) and driving violations slightly higher in 2002 (35%) and 2003 (36.4%). Auto-rickshaws (three-wheel commercial passenger vehicles) accounted for the highest violations registered in 2001 (41.4%) whereas motorized two-wheelers had the highest registered violations in 2002 (35.5%) and 2003 (33.2%). Safety TLE activity (detecting and registering driving violations) was only one-third of all the TLE activity performed by the police in the 3 years, and disobeying traffic signals was the most common violation registered under safety TLE. Indian rupees 50 (US$1.1) were collected by way of a fine in 87% of the cases registered. Age and gender of the violators were not recorded in the database.

These data can be used for planning, monitoring and evaluating TLE in Hyderabad. These can help identify traffic control and human factors that could lead to traffic non-compliance, and help identify priorities for improving road safety. These data indicate a need to enhance the safety TLE activity of the police, to make TLE more visible in Hyderabad, and to assess the effectiveness of the current legal action as deterrence to improve road safety. Recommendations to enhance TLE within the given resources of the police are made. More effort is needed towards systematic collection and analysis of data on TLE in India to facilitate long-term improvements in TLE for safer roads.     

Under-reporting of road traffic crash data in Ghana

Having reliable estimates of the shortfalls in road traffic crash data is an important prerequisite for setting more realistic targets for crash/casualty reduction programmes and for a better appreciation of the socio-economic significance of road traffic crashes. This study was carried out to establish realistic estimates of the overall shortfall (under-reporting) in the official crash statistics in Ghana over an eight-year period (1997–2004). Surveys were conducted at hospitals and among drivers to generate relevant alternative data which were then matched against records in police crash data files and the official database. Overall shortfalls came from two sources, namely, ‘non-reporting’ and ‘under-recording’. The results show that the level of non-reporting varied significantly with the severity of the crash from about 57% for property damage crashes through 8% for serious injury crashes to 0% for fatal crashes. Crashes involving cyclists and motorcyclists were also substantially non-reported. Under-recording on the other hand declined significantly over the period from an average of 37% in 1997–1998 to 27% in 2003–2004. Thus, the official statistics of road traffic crashes in Ghana are subject to significant shortfalls that need to be accounted for. Correction factors have therefore been suggested for adjusting the official data.     

Dimensions of aberrant driving behaviours in Tunisia: identifying the relation between Driver Behaviour Questionnaire results and accident data

In this study, the Manchester Driver Behaviour Questionnaire (DBQ) was used to examine the self-reported driving behaviours of a group of Tunisian drivers (N = 900) and to collect socio-demographic data, driver behaviours and DBQ items. A sample of Tunisian drivers above 18 years was selected. The aim of the present study was to investigate the factorial structure of the DBQ in Tunisia. The principal component analysis identified three factor solutions: inattention errors, dangerous errors and dangerous violations. Logistic regression analysis showed that dangerous errors, dangerous violations and speeding preference factors predicted crash involvement in Tunisia. Speeding is the most common form of aberrant behaviour reported by drivers in the current sample. It remains one of the major road safety concerns.     

The impact of COVID-19 on consumer evaluation of authentic advertising messages

This study investigates the relationship between the COVID-19 threat and consumer evaluation of a product with authenticity appeals in advertisements. We propose that threatening situations like COVID-19 motivate consumers to lower their uncertainty and increase their preference for products with authentic advertising messages. Because individuals react differently to threatening environments according to their early-life experiences, commonly reflected in childhood socioeconomic status, we examined whether childhood socioeconomic status moderates the relationship between threat and consumer evaluation of authenticity in advertisements. First, secondary data from Google Trends provided empirical support for our predictions. In additional experimental studies, participants evaluated different target products in four studies that either manipulated (Studies 2 and 3) or measured (Studies 4 and 5) COVID-19 threat. Our results provide converging evidence that consumers positively evaluate products with authentic advertising messages under the COVID-19 threat. Consumers' motivation to lower their uncertainty underlies the effect of COVID-19 threat on their evaluation of authentic messages (Study 3). This attempt to reduce uncertainty is more likely to occur for consumers with relatively higher childhood socioeconomic status (Studies 4 and 5). These findings suggest that using authenticity appeals during a pandemic could effectively reduce consumers' perceived uncertainty and generate positive consumer evaluations.     

Reaching Insomniacs with Television PSAs: Poor Placement of Important Messages

Most of the research conducted on the effectiveness of public service announcements has focused on improving internal characteristics of advertisements, such as message design and appropriate targeting. Scant research has been conducted on PSA effectiveness in terms of media placement. The purpose of this study is to estimate the audience coverage achieved by the broadcast television portion of the Ad Council's drunk driving prevention campaign. The results show that on average, only 11.2% of households in the top 30 markets were exposed to at least one of the PSAs in a monthly campaign. Almost half of the total 902 advertisements were aired during late night (1:00 a.m.-6:59 a.m.) whereas fewer than 10% were aired during prime time. Overall, the data suggest that despite the seemingly large amount of airtime and media dollars donated to PSAs by television stations, the advertisements are reaching a very limited number of people. Since most public service messages are important, failure to reach consumers with these PSAs due to poor placement is a problem that broadcasters must continue to address.     

The marketing of ideas advertising and road safety

The modern-day marketing concept makes a global reference to the set of symbolic transactions that characterize human exchanges. One of the best known forms of such expression is advertising. By assigning values to the objects that surround us, advertising molds people's imaginations through its creation of authentic myths. It is appropriate, therefore, in a marketing survey that tries to discern the personality of consumers, to analyze the symbolic configurations that are generated by advertising messages.We were commissioned to undertake such a psycho-semiotic content analysis for the Régie de l'assurance automobile du Québec (RAAQ), a Government of Québec agency that, among other things, regulates the provision of automobile insurance and maintains statistics on road accidents in the province of Quebec, Canada. An increase in motorcycle accidents has spurred RAAQ officials to take stronger measures to promote road safety. The objective of our analysis was to evaluate the way in which motorcycle advertisements might be responsible — at least in part — for this increase.Although one cannot draw the unequivocal conclusion that these advertisements lead to carelessness in motorcyclists, this analysis nonetheless indicates that there does exist a certain number of elements in these ads that promote ‘recklessness’ on the road. The constant references to power, to overtaking other motorists, and to euphoria — ‘Pour un moment d'éternité, ne faites pas de compromis’ (’for one moment of eternity, make no compromises’), insists one of the slogans — can only raise some concerns.     

First motorcycle-exclusive lane (Motovia) in Colombia: perceptions of users in Cali, 2012–2013

This study's goal was to evaluate the pilot exclusive lane for motorcycles (Motovía) in Cali, Colombia, from the perception of its users in 2012–2013. A cross-sectional study using roadside surveys plus a qualitative component of individual semi-structured interviews was carried out. Road users' perceptions were investigated before and after implementation of lane dividers (LD) and were compared with other roads in the city. Perceptions were compared using chi-square tests. In the study, 293 motorcyclists, 111 cyclists, and 115 automobile drivers were interviewed. Following the installation of the LD, the majority of motorcyclists and cyclists reported that LD made easier the driving maneuvers and decreased travel time, in contrast to perceptions of automobile drivers (p < 0.001). For most motorcyclists, the Motovia was considered as safe and effective, approving its continuity and replication. Half of automobile drivers and cyclists did not approve the installation of the Motovia due to travel time (drivers) and security issues (cyclists). Motovia is an option to enhance motorcyclists' safety on the road. It must, however, offer clear circulation alternatives for automobile drivers. According to users' perception, it is not safe for bicycles and other human-powered vehicles to share lanes with motorcycles. Further research about vulnerable road users' infrastructure is required.     

商贸物流英汉翻译中的修辞格

翻译就是用一种语言表达另一种语言,以此来传递信息,使讲不同语言的人彼此了解和沟通。翻译要遵循一定的标准,即忠实和通顺。