Abstract
This report presents the findings of a study of young people’s reception of car advertisements and driver safety campaigns. It aimed to situate this reception within a socio-cultural context, by linking participants’ responses to broader driving practices, attitudes and cultural meanings. Nine focus groups involving sixty young people were conducted in Western Sydney, Inner Sydney, and Wester NSW. The groups invited wide-ranging discussion on television car and road safety advertisements. A media use questionnaire was completed by 80 young people. The questionnaire aimed to quantify television consumption compared to other media and test recall of car and safety ads from various media.
Original language | English |
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Place of Publication | Penrith, N.S.W |
Publisher | University of Western Sydney |
Number of pages | 59 |
Publication status | Published - 2005 |
Keywords
- advertising
- attitudes
- automobile drivers
- automobile driving
- automobiles
- mass media
- television
- traffic safety