Analysis of selected types of advertisement influencing the driver´s visual attention in real road traffic

Result code in IS VaVaI
<a href="https://www.isvavai.cz/riv?ss=detail&h=RIV%2F00216305%3A26610%2F18%3APU127954" target="_blank" >RIV/00216305:26610/18:PU127954 - isvavai.cz</a>
Result on the web
<a href="http://dx.doi.org/10.5592/CO/CETRA.2018.751" target="_blank" >http://dx.doi.org/10.5592/CO/CETRA.2018.751</a>
DOI - Digital Object Identifier
<a href="http://dx.doi.org/10.5592/CO/CETRA.2018.751" target="_blank" >10.5592/CO/CETRA.2018.751</a>

Result language
angličtina
Original language name
Analysis of selected types of advertisement influencing the driver´s visual attention in real road traffic
Original language description
One of the probable causes of road accidents may be a high density of information which may cause the driver to miss a fact significant for dealing with an individual road traffic situation. In particular failure or distraction of the driver's attention often leads to a late recognition of the risk or insufficient information processing. The primary task of advertisement is to attract attention of consumers. Advertisements near the road undoubtedly belong to substantial distractors. The aim of this article is to present the results of the analysis of the impact of advertisement on the driver's attention in real road traffic. For the analysis of the selected types of advertisement equipment (small advertising equipment, billboards, bigboards and megaboards) the eyetracking methods have been used. Most of currently realized studies have analysed the influence of advertising device under simulated conditions. Therefore, this measurement has been realized in real traffic. Measurement has been carried out with 30 drivers, on 3 different routes in the city. Achieved results illustrate the negative impact of advertisement on the driver’s visual attention that has been observed and confirmed.
Czech name
—
Czech description
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Publication year
2018
Confidentiality
S - Úplné a pravdivé údaje o projektu nepodléhají ochraně podle zvláštních právních předpisů

Article name in the collection
Proceedings of the 5th International Conference on Road and Rail Infrastructure - CETRA 2018
ISBN
978-953-8168-25-3
ISSN
1848-9850
e-ISSN
—
Number of pages
6
Pages from-to
1083-1088
Publisher name
Department of Transportation University of Zagreb
Place of publication
Zagreb
Event location
Zadar
Event date
May 17, 2018
Type of event by nationality
WRD - Celosvětová akce
UT code for WoS article
000518218300134

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