Loading...
Publication
Prevenção e segurança rodoviária: o impacto das campanhas emocionais nos condutores portugueses
| Name: | Description: | Size: | Format: | |
|---|---|---|---|---|
| 1.56 MB | Adobe PDF |
Authors
Abstract(s)
A sinistralidade rodoviária é considerada pela Organização Mundial de Saúde como um
fenómeno à escala mundial. Decorrente dos vários estudos, foi identificado o
comportamento humano como principal fator deste fenómeno. Com o intuito de diminuir
este flagelo, no âmbito da publicidade institucional, surgem as campanhas de segurança
rodoviária. Estas campanhas podem expressar dois tipos de apelo, racional e emocional,
sendo que, em Portugal, a maioria das campanhas contemplam o apelo racional. Tendo em
conta estes dois tipos de apelos, foi efetuada uma análise exploratória descritiva e
explicativa, para a qual se aplicou um questionário, de forma a perceber qual o potencial
impacto das campanhas emocionais utilizadas noutros países junto dos condutores
portugueses. Os dados pós-analisados indicam que a maioria dos participantes conseguiu
identificar a mensagem transmitida por ambas as campanhas, no entanto, não se recordam
que alguma vez uma campanha desta índole tenha contribuído para a alteração do seu
comportamento enquanto condutores. Relativamente ao conteúdo transmitido, os
participantes consideraram a campanha emocional mais capaz de afetar e mexer com os seus
sentimentos, mais tocante emocionalmente, com conteúdo mais emocionante e impactante,
mais fácil de recordar e com um maior apelo à tristeza e ao mau estar, em comparação com
a campanha racional. Foi ainda possível verificar, através do número de autuações, que as
campanhas transmitidas em Portugal não produziram qualquer efeito manifesto nos
participantes. Desta forma, os resultados obtidos permitem concluir que, para surtirem o
efeito desejado, a forma como as campanhas atualmente são elaboradas necessita ser
repensada.
Road accidents are considered by the World Health Organization as a major phenomenon worldwide. After several studies aimed at understanding the cause of this impact, human behaviour was identified as its main factor. To reduce this scourge, within the scope of institutional advertising, road safety campaigns appear. These campaigns can express two types of appeal, rational and emotional, in Portugal, most campaigns include rational appeal. Considering these two types of appeals, a descriptive and explanatory exploratory analysis was carried out, with the appliance of a questionnaire, to understand the potential impact of the emotional campaigns used in other countries with Portuguese drivers. The post-analysed data indicate that many participants were able to identify the message transmitted by both campaigns, however, they do not remember that any campaign of this nature has ever contributed to changing their behaviour as drivers. Regarding the content transmitted, the participants considered the emotional campaign more capable of affecting and stirring their feelings, more emotionally touching, with more exciting and impactful content, easier to remember and with a greater appeal to sadness and unease, compared with the rational campaign. It was also possible to verify, through the number of fines issued, that the campaigns broadcast in Portugal did not produce any manifest effect on the participants. Thus, the results obtained allow us to conclude that, to have the desired effect, the way the campaigns are currently designed needs to be rethought.
Road accidents are considered by the World Health Organization as a major phenomenon worldwide. After several studies aimed at understanding the cause of this impact, human behaviour was identified as its main factor. To reduce this scourge, within the scope of institutional advertising, road safety campaigns appear. These campaigns can express two types of appeal, rational and emotional, in Portugal, most campaigns include rational appeal. Considering these two types of appeals, a descriptive and explanatory exploratory analysis was carried out, with the appliance of a questionnaire, to understand the potential impact of the emotional campaigns used in other countries with Portuguese drivers. The post-analysed data indicate that many participants were able to identify the message transmitted by both campaigns, however, they do not remember that any campaign of this nature has ever contributed to changing their behaviour as drivers. Regarding the content transmitted, the participants considered the emotional campaign more capable of affecting and stirring their feelings, more emotionally touching, with more exciting and impactful content, easier to remember and with a greater appeal to sadness and unease, compared with the rational campaign. It was also possible to verify, through the number of fines issued, that the campaigns broadcast in Portugal did not produce any manifest effect on the participants. Thus, the results obtained allow us to conclude that, to have the desired effect, the way the campaigns are currently designed needs to be rethought.
Description
Keywords
Campanhas de segurança rodoviária Campanhas emocionais Campanhas racionais Polícia de Segurança Pública Sinistralidade rodoviária Emotional campaigns Public Security Police Rational campaigns Road accidents Road safety campaigns