不同的方式...相同的信息? 62年来 (1960-2021) 在西班牙的道路安全针对性沟通策略
Mireia Faus1,2, Cesáreo Fernández3,4, Francisco Alonso1,2
1INTRAS (Research Institute on Traffic and Road Safety), University of Valencia, Valencia, Spain.
Heliyon
|August 16, 2023
概括
西班牙的道路安全广告发展了62年,采用各种沟通策略和技术来减少交通事故的死亡人数. 本研究分析了它们与其他预防措施一起产生的影响.
科学领域:
- 道路交通安全 道路交通安全
- 沟通策略 沟通策略
- 媒体研究 媒体研究
背景情况:
- 60多年来,大众媒体活动一直是预防交通事故的主要策略.
- 了解道路安全广告的历史背景对于有效的公共卫生信息至关重要.
研究的目的:
- 从1960年到2021年,分析西班牙道路安全广告的演变.
- 评估这些广告在减少道路死亡事故中的作用.
- 识别随着时间的推移使用的不同的沟通策略和技术.
主要方法:
- 西班牙 (1960-2021) 道路安全广告的历史分析.
- 确定五个关键时间段与不同的沟通策略.
- 广告类型和沟通技术的分类 (信息,说服,情感,幽默).
主要成果:
- 确定了五个不同的道路安全广告时期,每个时期都有独特的沟通方法.
- 广告采用各种技术,包括信息,说服力,情感和幽默的吸引力.
- 该研究考虑了其他预防措施对减少道路死亡事故的影响.
结论:
- 西班牙的道路安全广告在内容和方法方面发生了重大变化.
- 为了有效地吸引公众,采用了不同的沟通策略和技术.
- 洞察力为未来的道路安全运动提供了实际影响.
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