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

Kód výsledku v 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>

Výsledek na webu

<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>

Jazyk výsledku

angličtina

Název v původním jazyce

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

Popis výsledku v původním jazyce

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.

Název v anglickém jazyce

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

Popis výsledku anglicky

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.

Druh

D - Stať ve sborníku

CEP obor

—

OECD FORD obor

20104 - Transport engineering

Projekt

—

Návaznosti

S - Specificky vyzkum na vysokych skolach

Rok uplatnění

2018

Kód důvěrnosti údajů

S - Úplné a pravdivé údaje o projektu nepodléhají ochraně podle zvláštních právních předpisů

Název statě ve sborníku

Proceedings of the 5th International Conference on Road and Rail Infrastructure - CETRA 2018

ISBN

978-953-8168-25-3

ISSN

1848-9850

e-ISSN

—

Počet stran výsledku

6

Strana od-do

1083-1088

Název nakladatele

Department of Transportation University of Zagreb

Místo vydání

Zagreb

Místo konání akce

Zadar

Datum konání akce

17. 5. 2018

Typ akce podle státní příslušnosti

WRD - Celosvětová akce

Kód UT WoS článku

000518218300134