Different ways… same message? Road safety-targeted communication strategies in Spain over 62 years (1960–2021)
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Other documents of the author: Faus, Mireia; Fernández Fernández, Cesáreo; Alonso, Francisco; Useche, Sergio
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comunitat-uji-handle2:10234/8013
comunitat-uji-handle3:10234/8014
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Title
Different ways… same message? Road safety-targeted communication strategies in Spain over 62 years (1960–2021)Date
2023Publisher
ElsevierISSN
2405-8440Bibliographic citation
Faus M, Fernández C, Alonso F, Useche SA. Different ways… same message? Road safety-targeted communication strategies in Spain over 62 years (1960-2021). Heliyon. 2023 Aug 1;9(8):e18775. doi: 10.1016/j.heliyon.2023.e18775. PMID: 37583762; PMCID: PMC10424080.Type
info:eu-repo/semantics/articleVersion
info:eu-repo/semantics/publishedVersionSubject
Abstract
Among the most generalised preventive measures against traffic crashes, advertisements and
broadcast campaigns in the media have stood out over the last six decades. The core aim of this
paper is to describe the ... [+]
Among the most generalised preventive measures against traffic crashes, advertisements and
broadcast campaigns in the media have stood out over the last six decades. The core aim of this
paper is to describe the evolution of the subject matter and typology of road safety-related advertisements used in Spain during 62 years (1960–2021). Thus, this paper assesses their role in
reducing road fatalities, while keeping in mind the potential effect of the many other road safetyrelated preventive measures carried out in the country during this period. The results of this study
allow us to target five key time periods, all of them with clear particular communication strategies
to be differentiated, using specific types of advertisements and informative, persuasive,
emotional, and humorous techniques (among others) to reach the audience. Additionally, some
key practical implications and guidelines are provided. [-]
Is part of
Heliyon. 2023 Aug 1;9(8):e18775Funder Name
INTRANT (National Institute of Transit and Land Transportation) | Generalitat Valenciana
Project code
20170475 | ACIF/2020/035
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info:eu-repo/semantics/openAccess
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