The Impact Of Road Advertisement On Driver 's Attention In Risk Driving

The statistics about the causes of accidents at home and abroad indicates that the driver’s distraction is an important cause of road accidents, and driver’s distraction is mainly due to the people and other things outside the car. Road advertising impact the driver’s attention in the visual and cognitive as a road environment factors, and then affects driving safety. Therefore, the study of driver attention caused by the dispersion of the road advertising, and to analyze their impact on traffic safety is important for reducing traffic accidents caused by road driver’s distraction.The issue use different types of roads emotional advertising as a starting point and study the driver’s distraction caused by the road advertising in the risk environment with driving simulation system platform and eye tracker. The issue focuses on the analysis of the driver’s gaze time, the system dynamic response, speed changes and running track changes. The types of emotional advertising which have much influence on traffic safety can be found and the issue also studies the driver-behavior characteristics in the simulation environment. Detailed content is as follows:Firstly, the issue analyzes the relationship between the road advertising and the driver visual characteristics with different areas’theories about the road advertising classified and the driver visual characteristics theory, and diversify the road advertising according to its emotional content, and elaborated the form of eye movement parameters and its characterization.Secondly, the issue makes a total of 12 species of 3 kind static emotional advertising with the scale evaluation method and build the simulated risk driving situation to take experimental tests. The issue filters the subjects with State-Trait Anxiety Inventory, and makes simulated driving experiments using the screened 28 subjects. Through the experiment, we can get the eye movement data and driving behavior characteristic data, and then to do scientific evaluation work with the static data.Finally, using the basic statistical analysis method and economic analysis method to analyze the drivers’ watching time, watching area and driving manipulation. The results show that:Driver’s gaze region mainly focused on the central region with is most relevant to safe driving, without external interference. In the negative emotional impact of advertising, watching time and watching frequency on the advertising’s maximum are both higher than the data in the positive emotional advertising and neutral emotional advertising condition; Under the influence of the positive emotional advertising, the driver’s attention time on the advertising is longer than that at neutral emotional advertising, but shorter than that at the negative emotional advertising; Under the neutral emotional advertising’s impact, drivers rarely watched the road advertising, which meaning that the neutral emotional advertising have smaller impact on the driving attention; Compared with the negative emotional advertising, the positive emotional advertising have lower safety speed and stable running track but more reaction time in the face of risks to ensure the driving safety.From the driver’s perspective point of view, this issue analyzes the difference of driver behaviors facing different emotional advertising in the risk situation and then acquire the emotional advertising which has much impact on the driving safety. The findings are favorable for improving the content of advertising in the high-risk road and then avoiding the traffic accident owing to the driving distracting caused by the content of advertising. Finally, ensure the safety of the driver in driving process from the condition outside cars.