ABSTRACT
Three prominent goals of enforcement campaigns according to campaigns official documents are to counter conceptions that one's chances of being apprehended are minimal and warn people that offenders will be caught, counter conceptions that penalties are inconsequential, and convince people enforcement is justified. These different approaches are described in this chapter, after a brief consideration of deterrence theory. The theory serves as a conceptual basis for enforcement of traffic regulations. One of the goals in analyzing enforcement campaign materials was to examine the challenges. Whereas the use of humor could serve as an entertaining tactic to convey information about penalties, much of it was in the form of sarcasm and mockery, in particular when addressing young men the chapter concludes with observations on the discourse of enforcement and propositions regarding the importance of collective support for road safety rules.
