Emotional appeals
In a similar way to fear appeals , emotional appeals often present images , videos and statistical information in an attempt to generate an emotional response from an audience . However , they are used to evoke a range of emotions rather than simply fear . These emotions may be positive as well as negative , and include happiness , excitement , shame , guilt , and remorse . Positive emotional appeals that are supposed to create emotions such as happiness and excitement often depict safe road user choices being made ( and good outcomes resulting ), rather than portraying the risky behavioural choices that are generally seen within fear appeals . and to provide individuals with an understanding of avoidance strategies , or what they can do to avoid the consequences associated with unsafe driving behaviours .
Emotions are powerful things , but we need to use them to direct people towards actual behaviours , not just hope that these behaviours are obvious .
There is some evidence that positive emotional appeals are worth considering with a population that is largely male . Research has found male drivers were less likely to view themselves as better at driving than everyone else following a positive form of education in comparison to a fear-based educational strategy ¹. These approaches provide individuals with an understanding of how they should behave as well as how they should not , and therefore allow for a comparison between the consequences of risky and safe driver behaviour .
Some research has suggested that this positivebased approach should be used alongside other information , which may include fear . This positivelyfocused style of information could be used as a period of ‘ fear relief ’ within fear-based approaches ,
¹ Harré , N ., Foster , S . and O ’ neill , M ., ( 2005 ). Self‐enhancement , crash‐risk optimism and the impact of safety advertisements on young drivers . British journal of psychology , 96 ( 2 ), pp . 215-230 .
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