Analiza distrakcije vozača reklamnim sadržajima

undergraduate thesis

• Title (english): Analysis of the Driver's Distraction with Advertisements
• Author: Ivana Kučina
• Mentor: Dario Babić (mentor)
• Committee member: Darko Babić (predsjednik povjerenstva)
• Committee member: Željko Šarić (član povjerenstva)
• Committee member: Mario Šafran (član povjerenstva)
• Granter: University of Zagreb; Faculty of Transport and Traffic Sciences; (Division of Intelligent Transport Systems and Logistics); (Department of Traffic Signalling); Zagreb
• Defense date and country: 2020-09-15, Croatia
• Scientific / art field, discipline and subdiscipline: TECHNICAL SCIENCES; Traffic and Transport Technology; Road and Rail Transport

Abstract

Složeno prometno okruženje od vozača zahtijeva kontinuiranu pažnju tijekom vožnje kako bi se izbjegle incidentne situacije. Pažnja i usmjerenost pogleda na cestu te pravovremeno uočavanje različitih elemenata ceste, situacija te drugih sudionika u prometu od izrazite je važnosti za sigurnu vožnju. Distrakcije vozača su jedan od suvremenih problema vezanih uz sigurnost prometa, koje na području EU uzrokuju između 10 % i 30 % prometnih nesreća. Suvremena znanstvena istraživanja definiraju četiri osnove vrste distrakcija u prometu: vizualne, zvučne, kognitivne i motoričke. Reklamni sadržaji uz cestu zamišljeni su da privlače pažnju sudionika u prometu te zbog toga prvenstveno uzrokuju vizualne distrakcije. Međutim, ovisno o sadržaju reklame kao i trenutnom stanju vozača, reklamni sadržaji uz ceste mogu uzrokovati i kognitivne distrakcije. Sukladno tome cilj ovog završnog rada je analizirati na koji način različiti reklamni sadržaji uz cestu utječu na ponašanje vozača, a time i na cjelokupnu sigurnost cestovnog prometa.

Abstract (english)

The complex traffic environment requires constant driver attention to avoid incidents. Attention and directional gaze of the road and timely observation of different elements of the road, the situation and other road users is pronounced importance for safe driving. Keys for safe driving are attention, timely response and observing different elements of the road and other traffic participants. Driver distractions are one of the modern problems related to traffic safety. In the EU they cause between 10 % and 30 % of traffic accidents. These days some scientific research defines four type of distractions in traffic: visual, auditory, cognitive, and motor. The role of the roadside advertising is to attract the attention of drivers. Beacuse of that they are visual distractions. However, depending on the content of the advertisement as well the current state of the driver, roadside advertising can also cause cognitive distractions. Accordingly, the aim of this final paper is to analyze how different types of roadside advertising influence on driver's behavior and by that on the overall safety of road traffic.

• Keywords: pažnja; distrakcije vozača; reklame; cestovna sigurnost
• Keywords (english): attention; driver distractions; roadside advetising; road safety
• Language: croatian
• URN:NBN: urn:nbn:hr:119:124479
• Study programme: Title: Traffic and Transport; specializations in: Road Traffic and Transport, Railway Traffic and Transport, Water Traffic and Transport, Air Traffic and Transport, Postal Traffic, Information and Communication Traffic, Urban Traffic and Transport; Course: Road Traffic and Transport; Study programme type: university; Study level: undergraduate; Academic / professional title: sveučilišni/a prvostupnik/prvostupnica (baccalaureus/baccalaurea) inženjer/inženjerka prometa (sveučilišni/a prvostupnik/prvostupnica (baccalaureus/baccalaurea) inženjer/inženjerka prometa)
• Type of resource: Text
• File origin: Born digital
• Access conditions: Open access
• Created on: 2020-10-14 13:14:08