Publication detail

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

BUCSUHÁZY, K. STÁŇA, I. SEMELA, M. SVOZILOVÁ, V. VALLOVÁ, O.

Original Title

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

Type

conference paper

Language

English

Original Abstract

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.

Keywords

: accident, driver, distraction, advertisement, eyetracking

Authors

BUCSUHÁZY, K.; STÁŇA, I.; SEMELA, M.; SVOZILOVÁ, V.; VALLOVÁ, O.

Released

17. 5. 2018

Publisher

Department of Transportation University of Zagreb

Location

Zagreb

ISBN

978-953-8168-25-3

Book

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

ISBN

1848-9850

Periodical

Road and Rail Infrastructure V

State

Republic of Croatia

Pages from

1083

Pages to

1088

Pages count

6

BibTex

@inproceedings{BUT147492,
  author="Kateřina {Bucsuházy} and Ivo {Stáňa} and Marek {Semela} and Veronika {Svozilová} and Olga {Gruberová}",
  title="Analysis of selected types of advertisement influencing the driver´s visual attention in real road traffic",
  booktitle="Proceedings of the 5th International Conference on Road and Rail Infrastructure - CETRA 2018",
  year="2018",
  journal="Road and Rail Infrastructure V",
  pages="1083--1088",
  publisher="Department of Transportation University of Zagreb",
  address="Zagreb",
  doi="10.5592/CO/CETRA.2018.751",
  isbn="978-953-8168-25-3",
  issn="1848-9850"
}