SHOULD ROAD SAFETY CAMPAIGNS USE HIGH PROFILE SPOKESPERSONS
作者： B Elliott
DOI:
关键词: Advertising research 、 Mass media 、 Public participation 、 Advertising 、 Occupational safety and health 、 Poison control 、 Human factors and ergonomics 、 Psychology 、 Publicity 、 Empirical evidence
摘要: This review examines the evidence relating to benefits and risks of using high profile presenters such as sports heroes in road safety mass media campaigns. The theories source effects celebrity are examined along with empirical from communication advertising research. approaches used by practitioners also examined. concludes author's proposed set guidelines considering or other celebrities decision processes be considered. (a) For covering entry this conference, please see ITRD abstract no. E210298.
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