ABSTRACT

This chapter presents communication strategies found in road safety campaign materials. It begins with a brief discussion of the notion of risk compensation and challenges involved in presenting risk information. The risk compensation literature points to a complex relationship between risk information, measures to mitigate risk, and peoples conceptions and practices that might be counter-intuitive. The chapter also presents examples of campaign materials that aimed to illustrate contemplation and the moment of decision making, aims to address misconceptions. The last types of methods described in this chapter illustrate decision-making points and contemplation. Contemplation of driving safety and the actual moment of decision were not a common theme in road safety campaign materials. They explain that presenting visual argumentation requires cognitive processing and elaboration of what visually is presented in the ad some types of the ads provides technical explanations for the crash are also accompanied with graphic images of crashes.