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<br />Accident Research Unit, School of Psychology, University of Nottingham <br />Attraction and distraction of attention with roadside advertisements (Crundall et <br />. al., 2005) 7 <br /> <br />This research used eye movement tracking to measure the difference between street-level <br />advertisements and raised advertisements in terms of how they held drivers' attention at <br />times when attention should have been devoted to driving tasks. The study found that <br />street-level advertising signs are more distracting than raised signs. <br /> <br />3.3 "Dynamic" Billboards: an Additional Source of Distraction? <br /> <br />Signage owners or leasers want to incorporate dynamic features into their signage for a number <br />of reasons: to enhance the sign's ability to attract attention, to facilitate display of larger amounts <br />of information within the same sign area, to conveniently change message content, and to <br />enhance profitability. As mentioned earlier, this report uses the term "dynamic" signs to refer to <br />non-static signs capable of displaying multiple messages. Several studies documented the ability <br />of a sign to accomplish the first of these goals. <br /> <br />;"9 <br /> <br />65 <br />