Author

Bortsov V.V.

Title of article

Criminological analysis of empirical data concerning the impact of social advertising on the road users

Section

Section 4. Criminology

Issue, year

2 (32) 2015

Abstract

Unfavorable dynamics of road traffic crime is stated. The need to form intolerance towards illegal behaviour on the road is emphasized. One of the most important way to form it is social advertising and promoting road traffic safety. The results of the sociological research conducted by the author – road users survey, during which the effectiveness of social advertising and propaganda was revealed – are given. The problem of a weak reflection of the advertising and promotional products in the public consciousness, despite the fact that all respondents stated that they had met social advertising and road traffic safety propaganda, is designated. The absence of a clear relationship between the frequency of the meeting of the respondents with social advertising or propaganda materials on the issues of road traffic safety and the amount of their memorization is proved empirically. It’s argued that the increased frequency of meetings with social advertising doesn’t improve its memorization. It’s summarized that all drivers who operate vehicles in the cities of the Irkutsk region, investigated by the author, as well as passengers and pedestrians, meet with social advertising banners and road traffic safety propaganda several times a day. The reasons for the low efficiency of cultural and educational measures to prevent road traffic crime are given: outdoor advertising banners located along the roadway should be focused on passengers, and some of them - on pedestrians; the study of a preventive impact on both professional and unexperienced drivers due to their resistance to the existing social advertising is required.

Keywords

road traffic crime, road users, prevention, propaganda, social advertising, cultural and educational measures.

References

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