The evaluation of content on outdoor advertisements Export

@techreport{OutdoorContentEvaluation, abstract = {Using the number of bits on advertisement content as the only quantative criteria was identified as a problem. Accident statistics were evaluated to determine the relationship between advertisements and increased accident rates and it was found that in general, advertisements result in higher accident rates. No accident data related to the content of advertisements was however found. This study investigates an analytical approach to evaluate the contents on advertisements, based on the characteristics of the driver. These characteristics include vision, reaction time, reading time, legibility factors, spare capacity to process information and selective attention. A parallel is drawn between a drivers reading of road signs and the reading of outdoor advertisements. A concept of the critical zone - the 500m in front of an advertisement - is developed and the control of content in this zone is quantified. Rules are proposed to evaluate the content for advertisements that will hopefully provide a more practical, defendable approach to evaluate the content of outdoor advertisments.}, annote = {Eigentlich (teilweise) ganz interessant! Research zu Advertisements und Accidents Zahlen zu Vorgaben/Bestimmungen ({\"o}ffentlich) f{\"u}r Werbeplakate (zB Abst{\"a}nde von Verkehrszeichen, Durchmesser, Bits) It was found that human sensory processing capacity is 10^9 bits per second It was found by Johnson \& Cole in a Laboratory Study in 1976 that humans have a selective attention process - in other words when driving, they will perform the critical task first. Drivers are not forced to look at advertisements - if the driving task require more attention, the driver will typically ignore the advertisement. However it was found that if a sign has a ``high attention getting'' character, it will assume primary importance and will require increased reading time.}, author = {Coetzee, J. L.}, citeulike-article-id = {567603}, institution = {Innovative Traffic Solutions (Pty) Ltd., Persequor Technopark}, keywords = {advertising, awareness}, local-url = {file://localhost/Users/Martin/Uni/Diss/Papers/Awareness\%20Studies/SANRAL\%20face\%20evaluation\%20presentation.pdf}, posted-at = {2006-03-29 10:57:41}, priority = {3}, title = {The evaluation of content on outdoor advertisements}, year = {2002} }

TY - RPRT ID - OutdoorContentEvaluation L3 - citeulike-article-id:567603 N2 - Using the number of bits on advertisement content as the only quantative criteria was identified as a problem. Accident statistics were evaluated to determine the relationship between advertisements and increased accident rates and it was found that in general, advertisements result in higher accident rates. No accident data related to the content of advertisements was however found. This study investigates an analytical approach to evaluate the contents on advertisements, based on the characteristics of the driver. These characteristics include vision, reaction time, reading time, legibility factors, spare capacity to process information and selective attention. A parallel is drawn between a drivers reading of road signs and the reading of outdoor advertisements. A concept of the critical zone - the 500m in front of an advertisement - is developed and the control of content in this zone is quantified. Rules are proposed to evaluate the content for advertisements that will hopefully provide a more practical, defendable approach to evaluate the content of outdoor advertisments. TI - The evaluation of content on outdoor advertisements KW - advertising KW - awareness AU - Coetzee, JL PY - 2002/// ER -