How Effective are Drunk Driving Advertisements

How Effective are Drunk Driving Advertisements

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How Effective are Drunk Driving Advertisements

AgrawalMember, N. (n.d.). Do Anti-Drinking Ads Work? Retrieved from https://insight.kellogg.northwestern.edu/article/do_anti-drinking_ads_work.

This article looks at the effectiveness of the “Don’t drink and drive” ads. The aim of these ads is to often raise awareness with the hope of stopping people from drinking while under the influence. The article incorporates research by Nidhi Agrawal that was done which suggested that the advertisement did so little in curbing the behavior. In conducting the research, two aspects of emotions were taken into account which involved self-perception: shame as well as guilt. The focus was to look at the incidental shame and guilt that the speaker may be feeling and induced guilt which is resulted from the public announcement. The shame is as a result of how community often looks at someone with a drinking problem. Often the drinking ads play on shame as well as guilt as no one would like to get arrested for drinking under the influence. Taking emotions into account therefore, caution need to be taken while airing the ads a viewer who is already inclined to feel ashamed by the ad may not be totally receptive towards it.

This Article will be important in writing of my research paper as it will provide a link on how don’t drink and drives ads often seem to cause shame and guilt thus people become less receptive. The paper will highlight how technique used in relaying the message is of importance in order to ensure that people get to relate to it.

Cismaru, M., Lavack, A. M., & Markewich, E. (2009). Social marketing campaigns aimed at preventing drunk driving: A review and recommendations. International Marketing Review, 26(3), 292-311.

The author highlights how effective campaigns aimed at anti-drunk driving can be through the use of protection motivation theory. This theory proposes that an individual need to protect themselves based on four key factors: perceived probability of occurrence, perceived self-efficacy, perceived severity of the threatening event and lastly the efficacy of recommended preventive behavior. In conducting the research, various English ds from different countries were reviewed. The review was important in highlighting key messages in the advertisement, their target audience, components of the campaign as well as the funding of the campaign. The author points out that running the advertisement based on the PMT was more likely to be successful as compared to invoking fear and anxiety in people. Social marketing is an effective tool in increasing public knowledge about an issue and if a campaign is well run then it is more likely to bear results. It is important for the people to understand the dangers that come with drunk driving and the best measures that one can take in ensuring that they stay safe. Target population should not be made to feel as if they are being stigmatized but rather the campaign need to show love and genuine concern for the population

I picked this article because it is a conglomeration of per reviewed works by other scholars on the importance of social marketing in carrying out campaigns that prevent drinking and driving. This paper will be important in introducing better ways of running campaigns using protection motivation theory. This paper provides a different perspective to the issue on how drunk driving campaigns can be run thus ensuring that my paper will not only focus on one way of thinking.

Elder, R. W., Shults, R. A., Sleet, D. A., Nichols, J. L., Thompson, R. S., Rajab, W., & Task Force on Community Preventive Services. (2004). Effectiveness of mass media campaigns for reducing drinking and driving and alcohol-involved crashes: a systematic review. American journal of preventive medicine, 27(1), 57-65.

This research paper highlights the importance of the mass media campaigns on alcohol impaired driving. The paper highlights ways in which content delivery of the message can be done in order to ensure that the message gets to the target audience. The author points out that in carrying out the campaign, the ad should have important message which includes the consequences of being arrested, fear to harm caused on themselves or others through accidents. With this information delivered in a friendly way, then it would be m0oreeffective. If an advertisement appears as if it is causing stigmatization of the drinkers, then they are less likely to have an impact. The author points out that the don’t drink and drive ads are “fear based” campaigns and induce some form of anxiety. This anxiety which is seen as a desirable motivator may be good, however, authors have often pointed out need for caution while generating anxiety as putting too much emphasis on severity of problem may lead some people to ignoring message of the campaign. The author highlights that when doing a fear based campaign then the message needs to be accompanied by portraying ways in which a person may protect themselves.

This research paper will help e in writing how campaigners will be able to deliver a successful don’t drink and drive campaign. The research will also be a key reference point on why often most “don’t drink and drive” campaigns do not usually have a huge impact on passing the message home. By having an understanding as to why most often the message is not as effective, then I will be able to highlight in my paper ways in which the message can be made effective.

Murry, J. P., Stam, A., & Lastovicka, J. L. (2013). Evaluating an anti-drinking and driving advertising campaign with a sample survey and time series intervention analysis. Journal of the American Statistical Association, 88(421), 50-56.

This research paper looks at how effective anti-drinking and driving campaigns have been. The paper highlights that although most of these ads have important messages, often their method of delivery results in people being less receptive towards the advertisement. Most of these ads are often driven in bid to invoke fear in people. While running the ad most campaigners believe that by invoking fear in people then they are most likely to pass the message. The author also highlights how most anti-drunk driving campaigns use the appeal of fear, shame and guilt in passing their message which often ends up being less effective. However, the author points out that campaign need to have meaningful message and aside from the consequences of drunk driving, the advertisement needs to also capture a way one can be able to protect themselves. The paper has three main chapters the first on how to important it is to run anti-drinks drive campaign and how to ensure the message is received well. The second chapter looks at the behavior that is often displayed by drunk drivers and last chapter looks at the impact ant-drink campaigns have had in the past.

This paper will serve as a key material in looking at the anti-drink drive campaign from the driver’s perspective. This paper will be important in understanding why often people drink and drive despite having an understanding on how dangerous it is to drink and drive. The paper also will be a key reference point in establishing why female drivers are often more receptive to the message of drunk driving as compared to their male counterparts.

Tay, R. (2005). Mass media campaigns reduce the incidence of drinking and driving. Evidence-Based Healthcare and Public Health, 9(1), 26-29.

This was a research that was conducted to try and establish if mass media campaigns were an effective tool in passing “don’t drink and drive” message. According to the research there was evidence on decline of crashes from drunk driving an indication that the message had been well perceived. According to the research, there was minimal difference on the type of the messages from those that put emphasis on the health, social or legal consequences that drunk driving had. The research also established that mass media reduced crashes resulting in large savings which include the medical cost that would have been incurred if the accident had happened, prevention of damage of property as well as increased productivity by putting across the message on the need to practice responsible drinking. The paper puts across some example to prove such as Victoria campaign that did cost $4003,174 per month but the savings was $8,234,532 per month.

This paper will help me in writing my research and will be a key referencing point in proving the importance of running mass media campaigns on drunk driving. T6he paper incorporates studies that bring forth the new theoretical brides, thus helping in understanding ways one may run a campaign on anti-drinking and driving effectively. Unlike other articles I have chosen, this research paper makes appoint on savings that can be made by running the advertisement. This will help me look at my research question at all angles broadening my approach to include other perspectives.

Yadav, R. P., & Kobayashi, M. (2015). A systematic review: effectiveness of mass media campaigns for reducing alcohol-impaired driving and alcohol-related crashes. BMC public health, 15(1), 857.

This was a research that was done in the various anti-drinking and driving campaign and the data compiled to establish how effective the campaigns have been. The research looked at campaigns that had been published between January 1st and December 31st 2013. According to the research, there was an impact of the advertisement as more people seemed to be receptive towards the advertisement. The advertisement was able to reach the intended audience with many acquiring the intended information including harm that could arise from one drinking and driving as well as the possibility of suffering arrest from the law enforcers. Most advertisements that were well perceived were advertisements that offered solution for example how one can get a taxi after a night out. The research indicated that the campaigns that tapped into the fear to a certain extent were completely effective.

This paper will serve as a key referencing point in proving that although at times the advertisement may not be so effective, campaigns are a great way of educating the public on the need to avoid drinking and driving. This paper proves that the way a media campaign is conducted will prove if people get the message or ignore it. The paper will help me highlight how mass media campaigns have been a great tool in passing the anti-drinking and driving message.

List of References

AgrawalMember, N. (n.d.). Do Anti-Drinking Ads Work? Retrieved from https://insight.kellogg.northwestern.edu/article/do_anti-drinking_ads_workCismaru, M., Lavack, A. M., & Markewich, E. (2009). Social marketing campaigns aimed at preventing drunk driving: A review and recommendations. International Marketing Review, 26(3), 292-311.

Elder, R. W., Shults, R. A., Sleet, D. A., Nichols, J. L., Thompson, R. S., Rajab, W., & Task Force on Community Preventive Services. (2004). Effectiveness of mass media campaigns for reducing drinking and driving and alcohol-involved crashes: a systematic review. American journal of preventive medicine, 27(1), 57-65.

Murry, J. P., Stam, A., & Lastovicka, J. L. (2013). Evaluating an anti-drinking and driving advertising campaign with a sample survey and time series intervention analysis. Journal of the American Statistical Association, 88(421), 50-56.

Tay, R. (2005). Mass media campaigns reduce the incidence of drinking and driving. Evidence-Based Healthcare and Public Health, 9(1), 26-29.

Yadav, R. P., & Kobayashi, M. (2015). A systematic review: effectiveness of mass media campaigns for reducing alcohol-impaired driving and alcohol-related crashes. BMC public health, 15(1), 857.