The Effect of Playing Video Advertisement Inside a Car on Driver Visual Distraction

With the development of in-car technologies and the use of portable devices such as tablets inside the car, one of the mostinteresting topics for different companies might be to promote advertising within the car. The most important issue withregard to advertising inside the vehicle is the safety issues and issues related to driver distraction. The NHTSA regulation,restricted in- car advertising in 2014, whereas, by increasing the use of in-vehicle devices and technologies, in 2016showing video images in the vehicles were allowed under certain circumstances. The current research aims to assess thedegree of visual distraction of driver caused by video advertisements broadcasted inside a car. The results of this studyindicate that the type of advertisement has a direct impact on the visual distraction of the driver. In addition, findingsindicate that in case of playing an advertisement in a simple form (accommodated by a speech), a safer situation might beexpected compared to situations in which the same advertisement has been broadcasted by a musical content (with orwithout a speech).

کلیدواژه ها:

In-Car Advertisement ، Visual Distraction ، Traffic Safety