The evaluation of content on outdoor advertisements

Show simple item record Coetzee, J.L.
dc.contributor.other Southern African Transport Conference (22nd : 2003 : Pretoria, South Africa) 2008-09-15T12:32:54Z 2008-09-15T12:32:54Z 2003-07
dc.description This paper was transferred from the original CD ROM created for this conference. The material on the CD ROM was published using Adobe Acrobat technology. The original CD ROM was produced by Document Transformation Technologies Postal Address: PO Box 560 Irene 0062 South Africa. Tel.: +27 12 667 2074 Fax: +27 12 667 2766 E-mail: URL: en_US
dc.description.abstract Paper presented at the 22nd Annual Southern African Transport Conference 14 - 16 July 2003 "National issues affecting the movement of people and goods - strategic approaches", CSIR International Convention Centre, Pretoria, South Africa. ABSTRACT: Using the length of messages (number of bits) on advertisement content as the only quantitive criteria in the evaluation of the sign face 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 driver’s 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 advertisements. en_US
dc.identifier.citation Coetzee, JL 2003, 'The evaluation of content on outdoor advertisements', Paper presented to the 22nd Annual Southern African Transport Conference, South Africa, 14 - 16 July. en_US
dc.identifier.isbn 0958460965
dc.language eng
dc.language.iso en en_US
dc.publisher SATC en_US
dc.relation.ispartof SATC 2003
dc.rights University of Pretoria en_US
dc.subject Quantitive criteria en_US
dc.subject Legibility factors en_US
dc.subject Reading time en_US
dc.subject Reaction time en_US
dc.subject Vision en_US
dc.subject Advertisements en_US
dc.subject.lcsh Transportation -- South Africa -- Congresses en
dc.subject.lcsh Advertising -- South Africa -- Evaluation en
dc.subject.lcsh Advertising, Outdoors -- South Africa -- Evaluating en
dc.title The evaluation of content on outdoor advertisements en_US
dc.type Presentation en_US

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